"Going out" is an overseas investment strategy that is now strongly supported by the Chinese government. Enterprises "going out" is a key point of this strategy. However, in the journey of “going outâ€, Chinese enterprises are not easy-going. According to the reporter’s understanding, several well-known companies that have entered France have turned away.
　　
How do Chinese companies go out? Some "brick homes" said that by increasing the amount of investment, understanding local culture, and hiring local employees, they can occupy the local market. In fact, several Chinese companies that failed to invest in France did not do badly. The overseas executives of the company were all locals. They certainly understood the local culture and the company’s investment was not small, but in the end it just left.
Of course, whether or not a Chinese company can establish itself overseas has very many factors. However, the author believes that the most important thing is culture.
At this point, China's famous car manufacturer Dongfeng Group undoubtedly made a good example.
At this moment, a sailing ship named "Dongfeng" is now sailing on the long journey through the Atlantic Ocean. The name “Dongfeng†is one of China's leading domestic truck companies, Dongfeng Commercial Vehicle Co., Ltd. It is also like a sailing ship that travels around the world and conquers oceans. Dongfeng Commercial Vehicle Co., Ltd. has strengthened its position in the domestic market. It is moving toward a broader internationalization road.
Why does an auto company, Dongfeng Commercial Vehicle, participate in this world-renowned sailing race that the Chinese are not familiar with? Zhu Fushou, general manager of Dongfeng Motor Company, said it well: The Global Sailing Movement is a good carrier for awakening people’s awareness of ocean going. Participating in this activity is an important means for Dongfeng’s internationalization. Our goal is to truly create "China's east wind, the world's east wind."
Among the sails pursued by Haitian Bibo, the exclusive Dongfeng Commercial Vehicle Co., Ltd., the famous Chinese truck company, has its own name, the “Dongfeng†sailing boat, and six world-class racing boats. The "Dongfeng" word fluttering above the blue waves is also well-known for its airborne helicopter live broadcasts and global media coverage. The world therefore understands "East Wind." The 40-year-old Volvo Ocean Race represents the competition of the world's top ocean-going marine sports. This extreme sport has a high degree of recognition and participation overseas. Let Dongfeng Commercial Vehicles pay more attention to the Volvo Yacht Race. Some of the ports of the game are passing through some ports of call, which coincide with the overseas target markets of Dongfeng Commercial Vehicles. This will accelerate the overseas promotion of Dongfeng Commercial Vehicles brand and develop well. Partner.
The globally recruited Dongfeng crew is itself an international team that embodies international cooperation. Just like the global strategic cooperation between Dongfeng Group and Volvo Group.
Whenever the “Dongfeng†calls to the port, the corresponding brand display and promotion, overseas partners see the “Dongfengâ€, its strength is self-evident, deep cooperation will follow.
This move by Dongfeng is the silent penetration and integration of world culture.
Like the Dongfeng Group, Huawei took a firm foothold in France and also took the same approach. It sponsored the French giants Paris Saint-Germain and soon gained local cultural recognition. There is also Shanghai Sanrong Elevator, which sponsors the French First Division League team Lance Club.
Of course, we cannot ask every company to sponsor international top events like “Dongfengâ€. However, how to use the penetration and integration of culture to gain world recognition is indeed a question worth considering.
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