Overseas Expansion Lab: From Printing Logos to "Making a Global Impact"
The latest data from the General Administration of Customs shows that in the first quarter of 2025, the total value of China's goods trade imports and exports reached 10.3 trillion yuan (approximately $1.43 trillion), a year-on-year increase of 1.3%. Among them, the export value was 6.13 trillion yuan ($853.67 billion), achieving a relatively rapid year-on-year increase of 6.9%. In the new beginning of 2025, the year-on-year growth rate of China's imports and exports showed a monthly recovery trend.
Printing one's own logo on products and transforming from a manufacturer to a brand owner has gradually become the main theme of going global in the past decade. In the future, simply printing a logo will no longer be sufficient to meet the needs of global brand layout.
From Anker's interactive creative short film on Amazon Prime Video to Xiaomi Technology's 48% incremental reach in the German market in a single month, Chinese brands are shifting from "brand recognition" to "brand building," and this concept is reconstructing the underlying logic of global competition.
01 World Public Screen Laboratory: Cracking the "Iron Triangle" of Brand Going Global
On-site, three conceptual experiment cabins reveal the advanced path of brand building:
Inside the "World Brand Public Screen" cabin, a robotic arm is busily making one cup after another of latte art coffee with customized logos for brand owners on-site. Just upload your brand logo on-site, and you can achieve "remote screen projection." This thoughtful little interaction is not only an energy supply station for on-site participants but more importantly, it demonstrates Amazon Ads' world public screen capabilities. Amazon Ads' multimedia matrix (Prime Video, Fire TV, Twitch, etc.) covers different touchpoints of global users. On average, the global ads on Prime Video can reach over 200 million consumers per month.
During the launch of the new Xiaomi 14 in March 2024, Xiaomi Germany first tried a media strategy centered around Prime Video. A one-month advertising campaign brought a 48% incremental reach to the brand [1], successfully attracting a new group of audiences different from those of search and display ads. Meanwhile, during the campaign, the exposed users reached by Prime Video ads contributed half of the brand's search volume.
The deeper logic is that, the deep binding of Prime members of Prime Video with the Amazon marketplace can close the loop of the content and transaction chain and magnify the value. At the end of 2023, Anker Innovations specifically placed an interactive creative short film for its Anker Nano series chargers on the exclusive broadcast of "Thursday Night Football" on Amazon Prime Video, which brought nearly 50% incremental consumers to Anker Innovations. [2]
Through the QR code shown in the large-screen short film, consumers can directly reach Anker Innovations' customized landing page on the Amazon marketplace to make a purchase. Amazon data shows that eight days after the ad was placed, the sales of Anker Nano-related products increased by 20%.
This is the brand effect generated by "putting the brand on the world public screen." Based on higher brand awareness, it attracts customers' attention through positive experiences, thereby motivating customers to search for more information and laying a marketing foundation for subsequent conversions.
The AI Advertising Intelligence Cabin is staging a technological equalization revolution. As one of the most popular on-site experience projects, brand owners actively rush to experience Amazon's AI Creative Studio. With just one product image, Amazon Ads' video generation tool can use AI to carefully create customized advertising videos ready for placement. These videos can vividly present customers' products within just a few minutes. When a brand owner of hanging headphones was repeatedly trying to present their products on the streets of different European countries, the people queuing behind couldn't help but let out exclamations in unison.
Once, 75% of advertisers regarded creating creative materials as an obstacle to launching ads. Now, through Amazon Ads' AI intelligent tools, this "one-person team" creative model is breaking down the content production barriers for small and medium-sized brands.
From a technological depth perspective, AI not only solves the problem of creative generation but also reconstructs the underlying logic of local marketing. On average, brands using AI-driven creative solutions promote five times more products than those not using them, and the number of images used for each promoted product is twice that of the latter. This provides more possibilities for adapting multiple contents to different market needs.
Data further proves this trend:
Advertisers using AI-generated images in brand promotion activities achieved a 6% higher return on advertising spend (ROAS) compared to those not using them. [3]
Advertisers using image generation tools in brand promotion saw a sales increase of over 4% compared to those not using the tools. [4]
This closed loop of "data - creativity - placement" is upgrading local capabilities from "experience-driven" to "algorithm-driven."
In the Conversion Accelerator Cabin, the flashing light strips visualize the magic of the data closed loop. Inside the large conversion cabin, brand owners only need to simply touch the screen to select different regional sites and product categories, and they can quickly obtain targeted market insights and advertising placement suggestions. They can also generate targeted solutions for different brand development stages to improve conversions. The sound, light, and electrical effects in the area vividly restore the effect of Amazon Ads enabling conversion acceleration from lighting up to a surge in orders.
In terms of the new dimension of the data war, in fact, Amazon Ads also launched multiple advertising effectiveness measurement solutions in 2024. For example, the new multi-touch attribution model allows advertisers to understand the contribution of each marketing touchpoint to conversions; the "Conversion Path Report" shows brands the purchase path with the highest conversion rate in the past 30 days.
These rely on a full - scale, multi - channel demand - side platform - Amazon DSP, which helps advertisers purchase video, display, and audio ads in a programmatic way. It includes not only Amazon's own ad spaces but also those of third - party media or platforms. Amazon DSP stands out in giving priority to multi - dimensional reach and privacy protection.
Amazon Ads also launched enhanced Performance+ this year, an automatic optimization function in Amazon DSP. It uses first - party signals provided by advertisers and predictive AI to automatically optimize audience relevance and advertising campaigns, improving advertising conversion rates and customer acquisition rates.
02 "Global Monopoly," the Individual Heroism of Brand Going Global
It is worth mentioning that this Amazon Ads event also launched a real - life Monopoly - style interactive checkers game for the general public. It attracted many white - collar workers in the streets of Shenzhen CBD to give it a try.
Why introduce a project for public participation in a B2B event? Perhaps in today's era empowered by AI, with one person and one computer, through various intelligent tools of Amazon Ads, everyone can build their own "core team" for brand going global, and everyone has the opportunity to become a "global tycoon."
The spark of the future of going global has already been ignited.
Users can easily start from any point. Through Amazon Ads' global site layout and using eight different types of advertising products, they can finally ring the huge "world public screen" at the finish line. This simple gameplay makes brand going global, which seems to be a systematic project requiring a large - scale team support and in - depth knowledge barriers, come into the sight of ordinary entrepreneurs. On - site participants said frankly, "I never thought brand going global could be so close to me."
Looking back at Amazon Ads' "World Public Screen Laboratory" at this moment, the large and small screens on - site are respectively demonstrating different possibilities of brand going global, just like a metaphor for China's going - global journey - when the tide of traffic dividends recedes, only the brand imprints on the world public screen can cross the cyclical fluctuations and achieve world - class brands in the true sense. What Amazon Ads has built is not only a global communication channel but also a dimensional - upgrading operating system that enables Chinese brands to leap from "manufacturing premium" to "brand premium." In this silent battlefield, whoever occupies the public screen in users' minds first can define the business landscape of the next decade.
Data sources:
[1] Amazon Research, Germany, March 1, 2024 - April 16, 2024
[2] Amazon Marketing Cloud Analysis Report, 2023
[3] Amazon Research, USA, October 1, 2024 - December 31, 2024
[4] Amazon Research, USA, October 2023 - October 2024