Roundtable Dialogue: From "Made in China" to "Global Brands": The Breakthrough Path for Consumer Electronics Going Global | Going Global Conference 2025

On July 25th, guided by the Department of Commerce of Zhejiang Province, the Secretariat of the China Cooperation Center for Special Economic Zones of BRICS Countries, the Hangzhou Bureau of Commerce, and the Qiantang District Bureau of Commerce, and jointly hosted by 36Kr and Qiantang Construction Group, the 2025 "From 'Ingenuity' to the 'World'" Going Global Conference will be grandly inaugurated at the Grand Mercure Hangzhou Qiantang. As a new IP event of 36Kr focusing on the fields of globalization and going global, the conference will set up a main venue and a sub - venue, the "Invest in BRICS" - Country - to - Country Cooperation Matchmaking Meeting. The main venue of the conference will be divided into two major chapters: "Finding Certainty in Uncertainty" and "Doing Business Globally", focusing on popular going - global fields such as consumption, technology, e - commerce, finance, and new energy. It will cover more than 10 keynote speeches, 5 round - table discussions, and the release of the East Forward 2025 Going Global Globalization Innovation List, decoding the certain logic of the coordinated growth of "product - technology - ecosystem" and providing a referable global development path for enterprises to break through the fog of globalization and build sustainable going - global capabilities.

36Kr has specially planned a round - table discussion on "Technology Leading the Way (Consumer Electronics)" at the Going Global Conference, with the theme of "From 'Made in China' to 'Global Brands': The Breakthrough Path for Consumer Electronics to Go Global". Bonnie, the Investment Director of the Strategy Department of 36Kr [Host], Zhao Hui, the Vice - President of SGS China, Han Zongbo, the Marketing Director of Createbot, Wan Qian, the General Manager of Lexar's Overseas E - commerce, and Tracy Wang, the Global Brand Manager of Jackery, several industry experts will jointly discuss the "certainty" of going global.

The following is the content of the round - table discussion, compiled and edited by 36Kr:

Bonnie: I'm Bonnie, the Investment Director of the Strategy Department of 36Kr. There are several keywords for today's round - table: consumer electronics, going global, and the breakthrough path. Since all the guests are sitting on the stage, you must have successful breakthrough experiences. First, please briefly introduce your companies, starting with Mr. Zhao.

Zhao Hui: Hello everyone! I'm Zhao Hui from SGS. SGS was founded in 1878 and is an internationally recognized testing, inspection, and certification institution. In China, we mainly help enterprises, including those going global with products and manufacturing.

Han Zongbo: Hello everyone! I'm Han Zongbo from Createbot, in charge of marketing. We focus on the 3D printing ecosystem, covering consumer - grade and industrial - grade 3D printers, as well as laser engravers, 3D scanners, and consumables. Our mission is to be a preacher for the 3D printing industry, hoping to spread the spirit of a preacher and let thousands of families enjoy the convenience brought by 3D printing technology.

Wan Qian: Thank you for the invitation from 36Kr. I'm Wan Qian from Lexar. Lexar was founded in the United States in 1996 and is an internationally well - known storage brand. In 2017, it was acquired by Longsys Group, a Chinese semiconductor storage brand enterprise, and provides professional consumer - grade storage solutions and services for global users.

Tracy Wang: Hello, I'm Tracy Xuejia from Jackery. Jackery was founded in 2011. As the global leader in portable energy storage and the pioneer of all - scenario household green electricity, it successfully listed on the capital market in September 2022, becoming the first listed enterprise in the portable energy storage industry. Currently, our green energy solutions have covered more than 50 countries and regions around the world, continuously providing clean and reliable green energy support for diverse scenarios such as outdoor, emergency, and household use, and are committed to making green energy truly ubiquitous.

Bonnie: If you were to use three keywords to describe the going - global of consumer electronics in the past year, what would they be?

Zhao Hui: Intelligence, compliance, and sustainable development. With the in - depth application of AI and Internet of Things technologies, the trend of consumer electronics intelligence is obvious. At the same time, the global market's requirements for product compliance are constantly increasing, and sustainable development is also getting more and more attention.

Han Zongbo: User experience, localization, and DTC. Technological innovation has reshaped the market landscape, and user experience is the key. Localization requires in - depth understanding of culture, habits, needs, and trends. DTC allows us to face consumers directly, reverse - push product requirements, and promote digital transformation.

Wan Qian: Market diversification, scenario focus, and rooting. Lexar has entered the markets of more than 70 countries and regions on six continents around the world, exploring high - net - worth users and growth potential from niche markets. Innovation should return to specific application scenarios, and brand marketing and product design should be carried out for niche scenarios and sub - cultural circles. Root in local culture and establish a deep and comprehensive connection with the market.

Tracy Wang: My three keywords are: localization upgrade, brand long - termism, and compliance ability. In the past year, geopolitical conflicts and the uncertainty of global trade have prompted the reconstruction of the entire supply chain. For going - global enterprises, it's not just about "shipping products out"; more importantly, it's a change in thinking. Jackery always believes that long - termism, especially brand long - termism, is a moat, and "compliance" is like a screening threshold that can naturally leave those truly powerful and visionary enterprises.

Bonnie: Chinese consumer electronics brands are shifting from price - performance competition to brand premium competition. What are the most critical competition dimensions at present? Which regional markets have the greatest growth potential?

Tracy Wang: The "value anchor points" are different in different markets. In the new energy industry, Europe is a high - ground for green energy, highly concerned about sustainable development and carbon footprint; North America focuses more on the functional and economic application value of products in outdoor and household emergency use; Japan, as an area prone to earthquake disasters, attaches great importance to its practicality and detailed experience and is a representative of "pragmatists". If we talk about the most critical competition dimension at present, the core is to shift from "product trading" to "trust building". Now, the competition dimension is how to build long - term trust between the brand and users. This is not only an upgrade of the pricing strategy but also a systematic competition around brand power, service ability, and value resonance.

Wan Qian: In the semiconductor storage industry, it's not about who is doing well now but who can last long. To establish a high - end brand, offline value channels are very important. Lexar has a high proportion of overseas sales, and offline channels have made a great contribution. Offline value channels can screen value users, increase brand premium and brand positioning. In addition, brand rooting requires long - term and all - around perseverance. Maintaining long - termism in brand behaviors such as product R & D innovation, quality, and service can help enterprises cope with the uncertainty in market changes.

Han Zongbo: Price - performance ratio is not the decisive factor. Product innovation is the key. The R & D cycle of 3D printing is long, and continuous innovation is needed to maintain competitiveness. In terms of brand, we get closer to users through sponsoring events and public welfare projects. With an open mind, we cooperate with upstream and downstream enterprises, peers, and technology enthusiasts, and establish local service centers to improve service efficiency.

Zhao Hui: Chinese manufacturing has advantages in product R & D but needs to adapt to the needs of the target market. By leveraging R & D advantages and highlighting product features such as sustainable development and ecological design, international competitiveness can be enhanced, and brand premium can be achieved. Compliance is not a cost but a "passport" for brand premium. The R & D advantages of Chinese consumer electronics need to be recognized overseas through testing and certification by authoritative third - parties (such as in sustainable development and ecological design), which is a key step from "Made in China" to "Globally Trusted".

Bonnie: How does Jackery integrate ESG into its corporate strategy to bring business returns?

Tracy Wang: At Jackery, ESG has never been an "extra question" but is engraved in the corporate gene from the very beginning. Chairman Sun put forward and advocated the corporate mission of "Making Green Energy Ubiquitous", which also promotes us to implement the ESG concept in every link of product R & D, production, and global market practice. In practice, we actively participate in global sustainable projects, such as providing disaster relief support for the earthquake in Turkey and cooperating with WWF and 4ocean on environmental protection. At the same time, our products continuously release real value. As of the end of 2024, Jackery's products have saved more than 1.07 billion kilowatt - hours of electricity and reduced 1.069 million tons of carbon emissions. We are also the first enterprise in the industry to obtain the "National - level Green Factory" certification, achieving full - link intelligence and digitalization, real - time monitoring and tracking of energy consumption and product quality in the production process, and improving production efficiency and resource utilization. We believe that when an enterprise continuously creates social value, business returns will come naturally.

Bonnie: How does Jackery strengthen global consumers' recognition of green energy through brand stories and marketing strategies?

Tracy Wang: To make global users recognize green energy, the key is to "tell stories they can understand in their local languages". Different markets have different focuses. Europe pays attention to green concepts and social responsibility, preferring value resonance; the United States and Japan value the practicality and real implementation of the brand more. Therefore, we particularly emphasize "localized narrative + precise channel communication". Here are a few examples. In the United States, we leverage technology and business media and influencers to deeply convey brand values and product concepts, and plan city flash mobs to establish an emotional connection with young people; in Japan, we use local social platforms to reach users; in other key markets such as Germany and the UK, we adopt a "point - to - area" strategy - creating benchmark implementation projects and using one or two good stories that are "easy to understand and spread" to drive the perception and recognition of the entire market.

Bonnie: How does Lexar break through and gain a foothold in the semiconductor storage market?

Wan Qian: Focus on innovation and serve scenarios. For example, based on the feedback from user surveys and cooperation with photographers, we were the first in the industry to launch products such as metal three - proof memory cards. Relying on the strong R & D strength of Longsys, we have launched a series of products equipped with self - developed main controllers and optimized the entire supply chain, significantly improving the stability and flexibility of the supply chain.

Bonnie: How does Lexar promote online and offline channels simultaneously?

Wan Qian: In offline channels, we need to safeguard the interests and trust of buyers, considering business interests, channel reputation, and the overall online marketing review rate. Entering offline channels is definitely a long - term commitment, with long entry and sales cycles. Online, the focus is on operational efficiency and localized content marketing, and we integrate it with offline channels to form a complete omnichannel sales network. Offline customers who see and approve of the products will quickly make purchases online. A large online share and high ranking will also promote offline entry and transactions. Internally, we also need to unify the understanding of the two channels, leverage the characteristics of each channel, and achieve channel synergy at the brand level.

Bonnie: The high cost of 3D printing consumables supply and overseas logistics affects the business model. What adjustments will be made?

Han Zongbo: Make consumables compatible with more printers and printers compatible with more consumables. Implement a membership system, strongly bundle it with consumables, conduct social media activities online and user meetings offline, and offer membership subscription services in offline stores. Combine services with consumables to solve after - sales problems. Encourage users to share on social media. Only when users say good things is it truly good.

Bonnie: The certification cycles and costs vary greatly in different markets. With limited resources, which markets should small and medium - sized enterprises prioritize?

Zhao Hui: If small and medium - sized enterprises have previously done OEM for big brands, they can follow the certification path of mature products and prioritize entering the European and American markets. The regulatory systems in Europe and the United States are strict, market supervision is tight, and the certification cycle is long. In emerging markets such as Southeast Asia and the Middle East, the access regulations may follow the mature system with simple reviews, and the cycle and cost are lower. It is recommended that enterprises find large international institutions to customize solutions for faster market entry and monetization.

Bonnie: Thank you all for your sincere sharing.