How to allocate funds, preserve assets and define the path: Three core propositions for brands' global expansion | Golden quotes from guests of Super Ke Hall
Over the past few years, the scale of Chinese enterprises' overseas business has continued to grow, but their brand premium capability, channel discourse power, and the level of digital asset accumulation and management have failed to keep pace with the expansion of business scale. Tariff adjustments, tightened platform rules, and refined compliance requirements in various regions have made the overseas expansion model centered on order acquisition and cost control increasingly unsustainable.
When scale growth hits the ceiling, the underlying logic of the industry is shifting from "scale-oriented overseas expansion" to "asset-focused overseas expansion".
A growing number of enterprises are beginning to reallocate resources: production capacity is being relocated to regions closer to customers and with more stable rules; advertising budgets are shifting from experience-based judgment to data-driven verification; domain names, trademarks and official websites are included in a unified asset ledger, precipitating into digital identities that truly belong to the enterprises themselves.
These changes seem to be scattered in different links of production capacity, advertising placement and brand building, but they actually point to the same direction — the core of competition in overseas expansion is shifting from short-term orders and traffic to long-term holdable digital assets. In the second half of brand globalization, what enterprises compete for is not only selling products overseas, but also retaining their own assets.
On October 29, 2026, the third session of 36Kr "Deep Water Rules" Overseas Series Super Kr Hall was held in Beijing. Focusing on the theme of "Brand-driven Global Expansion and Digital Asset Protection", three practical guests, GE Jianfeng, Director of Industrial Cooperation of Petty Co., Ltd., WU Ze, Business Director of Guangda Da, and WANG Xiao, Senior Product Expert of SME Applications of Alibaba Cloud, shared cutting-edge insights and first-hand practical experience from the perspectives of overseas production capacity layout, AI-powered overseas advertising placement, and full-stack global brand capability, to analyze how to allocate funds, protect assets and choose paths for brand globalization.
This in-depth exchange on brand globalization and digital assets is worthy of attention from more overseas expansion practitioners.
The following are the highlights shared by the guests of this session.
