Study On The Internationalization Of Chinese Consumer Electronics Brands:

After more than 30 years of steady development,China’s manufacturing industry has established a more mature and complete manufacturing system and supply chain.China’s manufacturing industry has made great progress in terms of product quality,production efficiency and technological innovation,and has continuously improved its position and competitiveness in the global manufacturing value chain.This also lays a solid foundation for domestic consumer electronics companies to quickly enter the international market.Chinese consumer electronics companies,such as Huawei,Lenovo,Xiaomi and Anker,have started to emerge in recent years in the "BrandZTM Top 50 Chinese Global Brands" list jointly published by Google,WPP and Cato.Although in the globalization track of China’s corporate brands,the consumer electronics sector has performed more prominently,it still falls short in the global market.Cross-border e-commerce is an extremely effective way for companies to achieve brand internationalization.In the past few years,with the continuous development of global trade,more and more enterprises have realized the great potential of expanding overseas markets through cross-border ecommerce.Cross-border e-commerce can help companies achieve higher sales and higher profit margins because it offers more sales channels and a broader audience.Through cross-border e-commerce,companies can expand their overseas markets and expand their brand awareness globally.Anker has precisely used cross-border e-commerce to internationalize its brand within ten years of its establishment,becoming the newest Chinese brand to go abroad.Therefore,the author takes Anker as the object of this case study.This paper firstly compiles the relevant literature of domestic and foreign scholars as the theoretical basis.Secondly,this paper analyzes the current situation of Chinese consumer electronics companies.Next,Anker,a consumer electronics company,is used as a case study to introduce its main business,development history and product matrix.SWOT and Porter’s Five Forces analysis are conducted for the industry environment and the environment for implementing brand internationalization strategy.The paper then uses the "Brand Internationalization Spider Web Model" as a research tool to score Anker’s marketing,multinational business practices and multi-nationalization index to measure the extent of its brand internationalization,and focuses on its strategic path of brand internationalization based on cross-border e-commerce.Finally,by analyzing and sorting out the case studies,the path and successful experience of Anker in realizing brand internationalization are summarized,and suggestions are made on how to realize brand internationalization for Chinese consumer electronics companies.This paper provides a reference model and guidance for Chinese consumer electronics companies to realize brand internationalization by using cross-border e-commerce.