On August 15th, the first "Belt and Road" Investment and Cooperation Innovation Forum, hosted by People's Daily Overseas Edition and supported by Shenzhen Xinxilian Technology Co., Ltd., was held in Beijing.

The forum, themed "Brand Cross-Cultural Communication Empowering 'Belt and Road' Investment and Cooperation," brought together over a hundred representatives from politics, business, and academia to exchange ideas, learn from each other, and discuss development.

Xinxilian supports the forum, discussing Belt and Road trends

More than a hundred representatives from politics, business, and academia gathered together

Guests at the venue are listening to the speakers on stage

Empowering with the Internet, Letting the World See Chinese Brands

"The next few years will mark a new stage of rapid growth for Chinese enterprises and Chinese brands going global," said Zhou Jun, President of the Overseas Business Division of Xinxilian. "Traditional promotional methods are no longer sufficient to address current market changes. The mainstream overseas internet communication channels are dominated by Europe and the U.S., local offline resources are scattered, and the differences in culture, religion, and even laws across countries create many challenges for overseas communication. We need an experienced team with global capabilities."

Zhou Jun, President of Xinxilian Overseas Business Division, delivers the keynote speech

Zeng Yumei, General Manager of Xinxilian's Brand Division, engaged in a thematic discussion with other invited guests, exploring successful practices of cross-cultural marketing under the "Belt and Road" initiative in terms of content, format, and context.

Ye Xiaobin, Deputy Editor-in-Chief of Shenzhen Media Group and Chief Editor of Shenzhen Evening News

He said, "To tell the Chinese story, this story must first exist in the 'internet world.' What is this 'internet world'? It may not be the overseas mainstream media we usually talk about, but rather overseas social media platforms, which are the key platforms to focus on."

Zeng Yumei, General Manager of Xinxilian Brand Division

She believes that in terms of presentation format, the right communication window should be chosen, and through popular influencers and social media, brand content can be integrated for easier understanding and acceptance by overseas netizens.

Tan Donghui, Vice President of Huawei Terminal BG Global Ecosystem Development and Operations Department

As a platform provider, Tan provided practical advice and shared Huawei's experience in managing local teams for overseas cloud services, offering valuable operational references for Chinese brands at the forum.

Cross-cultural marketing is not an isolated effort by enterprises but requires professional opinions and expert teams to ensure targeted strategies for going global.

Authoritative Release to Ground the Overseas Path

The globalization of Chinese enterprises is almost an inevitable trend.

With this in mind, forum guests discussed the underlying logic of cross-cultural communication for Chinese brands and provided practical advice for localized communication.

Fan Hong, Director of the National Image Communication Research Center at Tsinghua University

She stated that China is currently facing significant international challenges, and the most effective way for overseas audiences to deeply perceive China is through Chinese enterprises.

Therefore, products, services, projects, and even employees are the most direct and effective tools for communicating the national image and are the true support for the national image.

"Belt and Road" China National Image Communication Survey Report

Jointly released by People's Daily Overseas Edition & Tsinghua University National Image Communication Research Center

The "Belt and Road" China National Image Communication Survey Report, based on public opinion and professional data, provides important references for international communication practices.

Enterprises Going Global and Taking on Overseas Social Responsibility

In addition to theoretical learning, some enterprises have taken practical steps and paved the way through their real-world actions.

What is the underlying logic of establishing a presence overseas?

Li Weiyang, Vice President of State Grid Energy Research Institute, said, "When we talk about cultural stories, brand stories, and business ventures, we must first clarify the laws and mechanisms. No matter where we develop our business, we must explain the basic mechanisms by which it creates value for economic and social development."

Promoting People's Connectivity Through Overseas Projects

Qian Wenhui from Hongdou Group and Li Hong from China Railway Construction shared their personal experiences. They either created jobs for nearly 30,000 people overseas or trained local employees to become executives.

These scenes are all reflections of Chinese enterprises contributing to the development of local areas through the "Belt and Road" initiative. All of this is inseparable from a deep understanding and cultivation of overseas markets, as well as the support of localized teams abroad.

Xinxilian’s Professional Team, Aiming to Help Clients Succeed

Xinxilian has always empowered Chinese enterprises going abroad with internet technology and professional services, providing consultation to ensure a clear and effective global strategy for enterprises.