"China Intelligent Manufacturing" from the quantity to quality, digital marketing and brand shaping are the key

Globalization is becoming a must -have for many Chinese companies. Whether it is B2C or B2B, more and more domestic companies have even aimed at the international market since "birth". In the upsurge of going to sea, Chinese intelligent manufacturing companies have become a strong new forces representative.

From the perspective of global trends, intelligent manufacturing is ushered in an era of accelerated transformation and flourishing, and market potential is huge. According to the "Report of Lingying Intelligent Manufacturing Data Insight", with the popularity of AI technology, the global intelligent manufacturing market will grow rapidly in the next decade. It is expected that the compound growth rate of 20.4%from 2021-2028 will be 12.4%. The amount will also reach $ 59 million in 2028.

So, in such a highly anticipated area, what kind of change has shown in the sea in recent years? At the same time, in the process of globalization, what other homework needs to be improved in overseas markets?

The new trend of independent brands of "China Intelligent Manufacturing"

Since 2020, the demand for intelligent manufacturing has been very strong. Among them, there are digital transformation needs from traditional Chinese manufacturing enterprises, and new technologies such as cloud computing such as cloud computing in the market have continued to change. Under the blessing of multiple factors such as encouragement, the intelligent manufacturing industry has shown explosive growth on global platforms.

According to Cai Xiaodan, the general manager of the Lingying China Marketing Solutions Division, as of now, the Lingying Platform has brought together more than 70%of smart manufacturing companies. Among them, the discussion of the relevant content on the platform is about 2.3 million a year, from from the year, from from the year From July to June 2021, the total number of users participated in the discussion exceeded 20 million, and there were 1.8 million companies participating in the discussion.

"In the first half of 2021, the interaction and click volume of intelligent manufacturing related topics even exceeded 220 million. Enterprises and talents have shown high attention to smart manufacturing. "Cai Xiaodan said.

At the same time, from the perspective of the target market, the premise of China's intellectual manufacturing enterprises has shifted from Asia -Africa, Latin to Europe, America, or India, India, and Brazil. This also reflects from the side that China's intelligent manufacturing is no longer the main market with the advantages of "low price+high production capacity". Instead, through the breakthrough and innovation of technology and strength, the "first -class manufacturing level+competitive science and technology level "specialty.

Under this background, Tao Yangfeng, vice president of Zero 1 Venture Capital investment, pointed out that two new trends have appeared in Chinese intellectual manufacturing enterprises. The transformation of independent innovation.

"The internationalization of the brand is a focus of an enterprise when developing overseas markets. On the one hand, as an intangible asset, its unique value can help enterprises weaken the resistance to entering the new market in the process of internationalization and realize the brand's advanced development strategy; On the one hand, the current number of well -known international brands in China is still relatively limited. Completing the transformation from Chinese manufacturing to China, it also needs to rely on the power of more brands to promote it. "Wang Yu, the overseas sales director of Yanshi Robot, admitted.

Digital marketing helps Chinese intelligent manufacturing companies to go to sea brand shaping

When the era of digital economy is coming, the brand of intellectual manufacturing companies often go first, and it is inseparable from digital marketing and brand shaping.

Tao Yangfeng said that the current Chinese brand is still in a relatively early stage. The industry is transformed from the advantages of mainly dependence on cost to the advantages of quality. Although the quality is improved, there is still a certain gap from the brand. Therefore, in terms of brand premiums, China's intellectual manufacturing enterprises can focus on enhancing these two points in the future, strengthen their core capabilities to make their own brands, and open a broader market.

So, in order to better enhance its global brand influence, how should Chinese intelligent manufacturing companies do?

In terms of digital marketing, Ren Yi, the person in charge of the global market and overseas sales of Lite Robot, pointed out that the key is to establish a sense of trust and allow users to have specific awareness of the company's brand, so that he can see that you rely on strong factories and strong factories, strong power The team made him believe that the future can cooperate with you for a long time.

Digital marketing has three different stages of "point-line-face". The point is to spread the content of the generating content of a single activity channel; the line is connected to the person and the person, and the dealers, customers, and integrated integrators are connected. When the company sells products in some countries around the world, it forms a network spontaneously and establishes the network and establishes the establishment. More connections.

"This is a dynamic process. In this process, the company chooses the right tools and sets a reasonable budget. At the same time, combining its own characteristics to continuously adjust the marketing strategy, there will be a higher probability of success." Ren Yi said.

Speaking of specific suggestions for going to sea, Cai Xiaodan stated that it mainly lies in one "precision" and three "consistency."

According to her, a keyword is "precise", including target audience accurate and accurate content. According to the analysis of the preferences of global purchaser: In enterprises, different functions and different levels of decision makers have different contents of the preferences, so accuracy is very critical.

The three "consistency" are the consistency of the brand and the effect, the consistency of the headquarters and the local area, and the consistency of the market and sales. "First of all, under the premise of ensuring the target audience and accurate content, corporate brand marketing can ensure the effect. Second, when enterprises formulate a global marketing plan, they must be based on the global market; when companies operate, they must be localized. The market is first. Finally, when doing B2B out -of -sea marketing, many times the marketing may be in the headquarters, but the sales system is distributed in different markets. Whether the market and sales cooperate can be made, and the effect of B2B marketing is determined. "Cai Xiaodan admitted. The importance of "localization" talent strategy

For the localization mentioned above, Tao Yangfeng also stated that localization is important. Whether it is early startups or large -scale companies, the first step to go to sea is often allowed the Chinese to go out first, but the key is still developing later How to transform in.

Therefore, in the process of promoting the global talent strategy, how to develop localized employees, how to match the team, and how to form a real company's cultural values ​​transmission are very important for the overseas market.

In fact, in recent years, China ’s intellectual manufacturer has faced many challenges and has also gone through many detours.

Wang Qian, the general manager of the Talent Solutions Division of the Lingying China, pointed out that first of all, in the overall development strategy of the talent, especially in the case of unbalanced supply and demand relationship, the pursuit of speed may be effective in the short term, but it will damage the enterprise for a long time in the middle and long term Overseas talent strategy. Secondly, Chinese companies do not pay attention to the soft power of enterprises and the creation of employer brands, and they are still accustomed to sending the entire Chinese team to go out.

Based on this, Wang Qian gave 12 -character motto: "data -driven, overall planning, and cultural integration."

Data -driven, in the past, Chinese companies went to sea more to look at the market matching level and local preferential fiscal tax system. Now, companies need to use data and intelligent means to see the local talent status; overall planning, the essence of a company's competition is not the competition of products and technology, but the competition of talents. Therefore, enterprises need to formulate a complete talent development strategy ; After the integration of culture, after attracting outstanding talents, it is important to retain talents and culture integration. Cultural integration includes all aspects, such as local laws and regulations, salary systems, new leadership methods, and so on.

From the perspective of long -term development, as more and more Chinese intellectual manufacturers have joined the maritime army, the way of "global thinking, localized operation" has become more and more respected. Xuitang partner and HRVP Xu Fengjiao pointed out that finding the brand operating logic and talent development strategy that is suitable for itself is becoming a key factor in the wisdom of intellectual creation.

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