23 Daily — According to 36kr.com, as Chinese companies enter a new phase of overseas expansion, their brand globalization strategies have shifted to focus on asset-driven growth. On October 29, 2026, 36Kr held the third session of the “Deep Water Rules” overseas series in Beijing, inviting industry experts from Petty Corporation, Guang Da Da, and Alibaba Cloud. They discussed key issues of brand overseas expansion: how to spend money, how to protect assets, and what paths to take, covering overseas production layouts, AI-assisted overseas advertising, and global brand full-stack capabilities. This in-depth exchange reveals how Chinese brands are moving from mere scale expansion toward the accumulation and long-term protection of digital assets internationally.
Overseas Production Relocation Highlights Regional Advantages and Risk Control
With changes in cross-border trade and platform regulations, Chinese companies no longer focus solely on cost control and order acquisition. Instead, they are proactively relocating production to regions like Vietnam and Cambodia, which feature lower costs and policy support. Petty Corporation’s Industry Cooperation Director, Ge Jianfeng, emphasizes that this layout helps bring production closer to consumer markets, reduces tariff risks, and stabilizes the supply chain. Enterprises must also conduct risk assessments regarding local compliance and political factors to ensure sustained overseas operations.
AI Technology Spurs More Precise and Effective Brand Advertising
Wu Ze, Commercial Director of Guang Da Da, shared that artificial intelligence has greatly improved the efficiency of producing overseas advertising materials. Through data-driven analytics, companies can precisely tailor and optimize advertising content based on regional cultures and consumer preferences. This shift from experiential judgment to data validation makes advertising spending more efficient and enhances brand competitiveness in diverse markets. Notably, regional differences require more flexible localization strategies.
Full-Stack Localized Brand Solutions Facilitate Globalization Strategies
Wang Xiao, Senior Product Expert in Alibaba Cloud’s SME Applications, pointed out that unified management of digital brand assets is becoming a new focus for companies going global. Resources such as domain names, trademarks, and official websites are integrated into a consolidated asset ledger to ensure long-term brand control and value accumulation. Providers like Alibaba Cloud offer comprehensive technical and resource support to help companies build localized operations compliant with local laws and market demands, critical for stable and sustainable global expansion.
Editor's take: The Shift to Asset-Driven Expansion Offers New Opportunities and Validation Criteria for Entrepreneurs
The transition from scale-driven to asset-driven overseas expansion is not merely a tactical adjustment but a rational response to the global competitive landscape. For entrepreneurs, choosing overseas production bases requires thorough evaluation of political-economic environments and regional advantages to increase supply chain resilience. Leveraging AI technology to optimize data-driven marketing strategies can significantly improve promotional effectiveness and resource utilization. Additionally, establishing systematic digital asset management to secure brand ownership and protection forms the foundation of sustainable brand development. Practical validation includes monitoring operational data and risk in various regions, measuring the impact of AI-powered advertising on brand influence, and assessing the legal protections of digital assets across jurisdictions. These approaches will help startups safeguard assets and seize growth opportunities amid increasingly complex overseas markets.