From cross-border e-commerce to cross-border data compliance, and then to overseas brand communication.. . Since the beginning of this year, the Zhongguancun Science City “Sail for Global Growth” enterprise going-global capacity building series of trainings have been successively launched, responding to the real needs of technology enterprises' global development with systematic courses. On August 14, the third session of the series—the “Enterprise Overseas Brand Communication Practical Operation Special Training”—began at the Zhongguancun Science City International Innovation Service Cluster.
This training was guided by the Zhongguancun Science City Management Committee and the Beijing Haidian District People's Government Foreign Affairs Office, and co-hosted by Zhongguancun Science City Company and the Beijing Zhongguancun High Technology Enterprise Association, attracting the participation of dozens of Haidian sci-tech enterprises, covering multiple hard-tech going-global tracks including artificial intelligence, intelligent manufacturing and robotics.
Building a System: From Single-Point Activities to Systematic Services
Going global is not a one-time decision, but a complete set of capacity building. The establishment of the “Sail for Global Growth” series of trainings is precisely based on this understanding. Previous sessions have successfully held thematic activities on cross-border e-commerce and data compliance for enterprises going global. Subsequent sessions will successively launch multiple topics including foreign-related legal affairs, overseas human resources, overseas intellectual property layout, and cross-cultural team management, covering the full-chain needs of enterprise going global from “going out” to “going in. ”
“The problem for many enterprises going global is not that their technology is inadequate, but that their cognition has not kept up, their methods are not systematic, and their risk awareness is insufficient, ” said a responsible official from Zhongguancun Science City Company. What “Sail for Global Growth” aims to do is not only teach enterprises “how to go global, ” but help enterprises establish a cognitive framework, operational system and risk management mechanism oriented toward the international market, allowing going global to evolve from “exploratory attempts” to “systematic growth. ”
A responsible official from the Science and Technology Development Division of the Zhongguancun Science City Management Committee stated that serving sci-tech enterprises in going global is an important task for optimizing the regional innovation ecosystem and assisting enterprises in international development. The Zhongguancun Science City Management Committee continues to coordinate resources and improve the full-chain service system for enterprises going global, focusing on “launching a batch of phenomenal hard-tech enterprise brands that reflect Haidian's innovation-leading capacity in the new era, ” and continuously responding to enterprises' practical demands at different development stages through the series of trainings.
Addressing Pain Points: This Session Focuses on Three Hurdles in Brand Communication
This training focuses on common confusions in overseas brand communication for sci-tech enterprises—unclear strategy, superficial operations, and inadequate conversion—and systematically delivers instruction across five dimensions: cognition, methodology, risk, practical application, and safeguards.
Professor Wang Fei of the School of Journalism and Communication at Renmin University of China pointed out that hard-tech brand communication is not only about showcasing technological advantages, but even more importantly about proactively explaining the value, boundaries and social significance of technology.
Yang Boning, Co-founder of Beijing CommsNexus Global Communication, proposed a practical methodology of “focusing on trust enhancement, ” providing clear landing standards from identifying technological capabilities, reconstructing value language to matching communication channels.
Gong Qiong, Founder of Linghang International Brand Management Group, shared the “one country, one policy” and “glocalization” methodology, emphasizing that Southeast Asia focuses on social media and key opinion leaders, Europe and America emphasize local compliance, and the Middle East requires building trust and integrating into the local ecosystem.
Du Fei, General Manager of 51WORLD's US Market, drew on frontline practical experience to review the dual-channel synergy of “online communication+offline activities, ” summarizing it in three keywords: trust, iteration, and conversion.
A responsible official from the Haidian District People's Government Foreign Affairs Office introduced onsite facilitation policies such as the APEC Business Travel Card and special visas for foreign business personnel visiting China, as well as brand activities including “Diplomats' Fireside Dialogue” and “Consular Protection Entering Enterprises. ”
Deep Cultivation: Ensuring Enterprises Going Global Are “Not Alone”
During the interactive session, participating enterprises and mentors engaged in in-depth exchanges around X platform operation strategies, English official website construction paths, overseas channel outreach methods, and cold start approaches. Multiple enterprises stated that through the training, “the brandbuilding path became clear, and operable methods were put into our hands. ”
A responsible official from Zhongguancun Science City Company stated after the meeting that the “Sail for Global Growth” series of trainings will continue to do well in demand matchmaking and service support. Going forward, course content will be dynamically adjusted based on enterprise feedback, making each training session more closely aligned with the real scenarios of enterprises going global. As a capacity building brand that long-term accompanies enterprises in their global growth, “Sail for Global Growth” will continue to play its platform role, linking university scholars, industry experts and frontline enterprises, continuously providing intellectual support and resource connections for Haidian sci-tech enterprises going global, and helping to continuously elevate the concentration of regional industrial internationalization innovation.
