China’s “Going Global” strategy first emerged in 1999 and Chinese firms were urged to take advantage of booming world trade. As an ideological as well economic initiative, it frames China’s desire for global leadership and cooperation, as illustrated by the biggest development push in history – the “Belt and
Road Initiative.”

Going Global has evolved to reflect China’s domestic goals: moving from a production-driven economy to a consumer-driven economy and becoming a major global player.

Since the late 90s, Chinese brands have achieved greater visibility, as demonstrated in the annual BrandZ Top Chinese Brand Builder Report, which expanded their scope from featuring 30 brands in their 2017 report to 50 brands in 2018. This reflects the growing value of Chinese brands, as local companies have responded to the clarion call of President Xi Jinping to conquer foreign markets. According to Interbrand, the total value of the top 50 brands in China increased by 15 per cent in 2018, among which Alibaba, Tencent and Haier recorded the highest growth.


  • Brand China’s Reach
  • Forces Moving China Brands Overseas
  • The China Advantage: 3 Catalysts Driving Brand Growth
  • The Challenges of New Markets
  • Factors for Success
  • Key Learnings for Marketers

China Brands Go Global