Three-wheeled motorcycles are nothing... These products made in China have become extremely popular overseas!

The New China Jingwei Research Institute and the National Advertising Research Institute jointly released the report "Top Ten Cases of Chinese Brands Going Global" (hereinafter referred to as the "Report") on the 13th. This is the first issue of the series of reports on Chinese brands going global in 2025 launched by both parties.

The "Report" showcases the top ten representative cases of Chinese brands going global in 2024. BYD firmly ranked first in the global new - energy vehicle sales, "Black Myth: Wukong" created a "myth" for self - developed games, "Made in China" led the trend in the home appliance industry, original IPs like Pop Mart accelerated their global expansion, the scale of cross - border payment soared, domestic robots entered the high - end European market, Chinese micro - dramas became widely popular, domestic three - wheeled vehicles became a hit overseas, Chinese catering businesses accelerated their global store - opening pace, and small and medium - sized enterprises demonstrated strong momentum in going global, among others, were selected as the top ten cases.

Wang Wei, a second - level researcher and former director of the Market Economy Research Institute of the Development Research Center of the State Council, believes that the top ten cases reflect that Chinese brands going global are presenting a situation of "better structure and more innovation".

Better Structure and More Innovation in Brands Going Global

The "Report" points out that in 2024, the globalization process of Chinese brands accelerated, with a significant increase in the number of brands going global and the scope of industries, presenting new features such as "breakthroughs in multiple industries, innovation across the entire value chain, and cultural empowerment".

According to the "Report", the overseas layout of Chinese brands is no longer limited to traditional manufacturing. More emerging industries such as new - energy vehicles, smart devices, and digital entertainment are accelerating their expansion into the global market.

First of all, the support of intelligent manufacturing and innovation is an important feature of Chinese brands going global. In the automotive field, BYD ranked first in the global new - energy vehicle market in 2024 with a total annual sales volume of 4.25 million vehicles. Automobile companies such as Geely also performed remarkably in the global market. In the home appliance field, brands like Haier, Hisense, and TCL continuously refreshed global market records through technological innovation. Smart devices such as Siasun Robot and Roborock entered the European market with their technological advantages, demonstrating the potential of "Made in China".

These successful brands going global not only showcase the strength of Chinese brands in technological R & D and product iteration but also reflect that Chinese brands, relying on a solid manufacturing foundation, have achieved the transformation from "Made in China" to "Intelligently Made in China" through industrial chain collaboration and technological upgrading.

Secondly, the supply - chain advantage has become an important competitiveness for Chinese brands going global and a unique path for their rapid development in the international market. The "Report" takes the popularity of domestic three - wheeled vehicles in emerging markets such as Southeast Asia and Africa as an example to demonstrate the advantage of high - quality and low - cost products of "Made in China", which is supported by China's large and comprehensive industrial chain. In the clothing field, the children's clothing industrial belt in Zhili, Huzhou achieved a significant increase in export volume through cross - border e - commerce platforms such as SHEIN and Pinduoduo. In the catering and tea - drinking sectors, brands like Cha Paoyuan and Haidilao significantly increased the customer flow in their overseas stores by improving product formulas and integrating local elements.

In 2024, the Cross - border Inter - bank Payment System (CIPS) of the RMB processed a cumulative cross - border RMB payment business amount of 175 trillion yuan, a year - on - year increase of 43%. Alipay and WeChat Pay continuously made breakthroughs globally. These data and facts indicate that the "payment + e - commerce + logistics" ecosystem has played an important role in helping Chinese enterprises go global.

Thirdly, cultural empowerment of Chinese brands going global has become an increasingly obvious phenomenon. Relying on original IPs, Chinese brands are constantly building new international images. For example, in 2024, "Black Myth: Wukong" vividly demonstrated how self - developed Chinese games successfully shifted from "traffic - driven" to "quality - driven". The "Report" shows that the number of overseas downloads of Chinese micro - dramas in 2024 soared from 31.79 million in 2023 to 370 million, with a growth rate of up to 1157%. The original trendy toy IP Pop Mart is widely popular overseas, and its global store - opening pace has significantly accelerated, setting a clear benchmark for cultural going global.

How to Achieve Qualitative Leap

The "Report" shows that in 2024, Chinese brands going global shifted from the previous single - product export to the multi - dimensional integration of "technology + brand + localization", emphasizing long - term value and ecological collaboration. The adjustment of industrial structure, technological innovation, and model transformation are intertwined, promoting brands to transform from single - product export to full - chain and systematic construction.

The "Report" points out that the evolution path from "technological amazement" to "value co - creation" marks that Chinese intelligent manufacturing brands are breaking the "cheap alternative" label with systematic service capabilities and building an irreplaceable identity coordinate in the global industrial chain.

Wang Wei believes that Chinese brands going global are generally presenting a situation of "better structure and more innovation". She said that in the process of participating in global competition over the years, Chinese brands have improved their manufacturing, management, marketing capabilities, and the ability to grasp the international market by learning from global advanced enterprises and technologies, which helps Chinese brands better enter the target markets.

Zhang Guohua, the president of the China Advertising Association, pointed out that "successful internationalization is not only reflected in the growth of sales figures but also in how brands create a brand image that can cross geographical and cultural differences through technological innovation and global layout."

Wang Xin, the deputy dean of the National Advertising Research Institute, emphasized that "by softly implanting cultural connotations through brand carriers, Chinese brands may better break cultural barriers and tell Chinese stories well." The cultivation of brand internal strength, in - depth cultural integration, and the establishment of a cross - border cooperation network will become important guarantees for Chinese brands to remain invincible on the international stage in the future.

The "Report" believes that Chinese brands going global are at a new turning point. Technological innovation, brand connotation, and cultural output constitute the three pillars of Chinese brands going global, which will jointly promote Chinese enterprises to achieve a qualitative leap in the global market.

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