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How Can Chinese Enterprises Take The Road Of Internationalization Under The Internet Background?

2013/11/22 21:59:00 36

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Chinese Enterprises Internationalization Internet

specifically, after more than 30 years of reform and opening up and baptism in the Internet era, Chinese enterprises need to go out of the thinking frame of China's "Made in China" period and reinterpret and locate internationalization under the new situation.

This article will take the internationalization of the Internet age as the basis of discussion, and try to provide a new perspective to observe the internationalization of Chinese enterprises.

a tone .

In P 2009, China launched a 30 second commercial advertisement, trying to build and consolidate the reputation of "a href=" http://www.91se91.com/news/index_c.asp "China made /a" in the global market.

The video shows Chinese made sports shoes, fridge, MP3 players, clothing and airplanes, and highlights the American design behind these products, European quality, Silicon Valley technology, French fashion and engineer strength from all over the world, and further promotes that under the background of globalization, "made in China" products are the result of common division of labor and profit sharing among various trading bodies in the world.

in fact, this advertisement has a good interpretation of an era's understanding of < a href= "http://www.91se91.com/news/index_c.asp" > Chinese enterprises < /a > internationalization. That is, for Chinese enterprises, internationalization is a kind of tone adjustment, a label for overseas market participants, and a game for high level players to join, even though many international business development requires Western technology endorsement.

Less than P, the number of internationalized leaders, such as Haier, overseas factories, HUAWEI and ZTE, whose products are exported, as well as the acquisition of IBM's personal PC business association, are judged to be internationalized.

These Chinese enterprises learn overseas advantages through OEM or acquisition, acquire technology and market, and successfully consolidate the position of producers and suppliers.

It has also led to the formation of such an idea that Chinese enterprises can become a link in the global industrial chain, with overseas businesses being internationalized.

The main reason for this argument is that in the past long period of the global economic structure, the west is first and stronger, and in many cases it is the maker of the standard pattern. China is backward and weak. It must rely on learning and learning to better integrate into the P.

The meaning of internationalization is very different in the two contexts of China and the West. China has to cater for integration, and the West has been promoting P expansion.

China likes to use the word "internationalization" to learn from the west, while the western world uses globalization (Globalization) to refer to the development of global markets.

however, things are changing, mainly in China's Internet companies.

2013 China (Shenzhen) IT leaders summit, chairman of Alibaba group Ma Yun, delivered a speech that the idea of internationalization and international business are two completely different concepts.

Enterprises with international strategy may not have international business. Enterprises with international business may not have internationalized ideas.

Internationalization of Chinese enterprises is an international thinking of strategy, ideology, system, talent and culture.

The term "P" subverts the logic of the internationalization of Chinese enterprises in the past, with overseas businesses being internationalized, and now whether there are overseas businesses starting to internationalize.

Interestingly enough, we can see that on the eve of the listing of Alibaba B2B business in Hongkong in 2007, Ma Yun's idea of Taobao internationalization is "Taobao will have its own Taobao city later, and not only in Hangzhou.

In New York, there will be all over the world. "Naked" is now being criticized by himself as "going astray" in an international way.

No matter what contributed to the pformation of Ma Yun, in short, the internationalization of Chinese enterprises may have a new tune in the Internet era.

two duet /p >

since the discussion is "a href=" http://www.91se91.com/news/index_c.asp > Internet era < /a >, it is necessary to see how the most pure computer domain defines Internationalization: in the computer industry, internationalization and localization are the ways to design software products that can be applied to different market language area habits and technical requirements.

internationalization refers to the standardized design of software application so that it can be applied to all kinds of language environment without changing the design. Localization refers to the application of standardized software to specific language area environment by adding some local elements and some language version documents.

Microsoft thinks that internationalization consists of two parts: general standard setting and localization.

(source Wikipedia, author plation)

on the basis of this definition, the internationalization of the Internet context can be understood as a two string ensemble: two parts are made and localized by the general standard. The former is formulated after considering the latter needs, and the latter is realized on the basis of the former. The two are independent and complementary to each other.

The general standard here can be a standardized industrial production process, a replicable business model, or a story script with universal value; localization is based on general standards, such as the simplified Chinese version and the Hongkong edition.

As far as overseas business is concerned, that is the natural result of localization of general standards, which is the possibility of internationalization of the conceptual process and standard level.

to further illustrate this two Quartet theory, we can take a look at the example of communication application LINE.

LINE Jeanie Han, director of the North American and European market, participated in the "beGLOBAL" event held in Silicon Valley in September. It summed up the idea of globalization in the past two years, that is, using the Sticker to bypass the language barrier, and then do different localization tests for each country, combining the local characteristics with the public platform, spokesperson, advertising, brand image and so on.

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< --EndFragment-- > simply speaking, the official account + sponsors customize Sticker's map expression business is a common standard established by LINE. In Spain, it is a successful localization to make Sticker in India with Bollywood actors in Spain.

LINE gives us a perfect example of internationalization, but such a situation is rare in real life.

Because of the different levels of development and scale of economic entities and the accompanying economic mindset and mode of thinking, most of the time, internationalization relies on no premeditated division of labor rather than a one-stop service like LINE.

the most typical example is the "cooperation" between the Chinese and American markets. The developed large economy of the United States can often establish more mature general standards for the market demand. However, strong American thinking, special Chinese conditions, and the information asymmetry between the two countries' market development and language and cultural differences all make the localization of American companies in the Chinese market not satisfactory or even impossible at all. Instead, some local enterprises in China have made great success in the new market which can shoulder the weight of the American market by localizing the general standards formulated by the strong economies such as the United States.

It can be said that a similar mechanism of hidden division and cooperation is the fundamental way for the two big economies of China and the United States to achieve internationalization in a large scale and promote globalization in depth.

here, I would like to talk about the fact that many Chinese enterprises are bogged down in the so-called "English version" quagmire. The main reason is that these enterprises do not realize that their business logic and process mode are a deep understanding of the solutions after the Chinese market, rather than an international version suitable for localization attempts.

When the destination of going out is selected in the western countries whose economic development is higher than China, the problems such as the incomplete industrial chain, the shortage of talent supply, the lack of rules, the different logic of thinking, the policy superiority under special national conditions and the ignorance of information asymmetry will expose the problems, which will cause Chinese enterprises to only spend money on buying lessons.

trilogy .

Professor Zhu Yunhan mentioned in a lecture entitled "the rise of mainland China and the restructuring of the global order" at National Taiwan University in 2012. In an era of economic globalization, the kinetic energy of the whole economy, its main engine, is not really a country as the main single position, but a division of labor and a very complicated cross-border exchange and cooperation at the world level.

In that way, an economic launching platform is actually a global city.

The most important platform is the level.

in fact, the internationalization process of Chinese enterprises in the Internet era is also related to the level, and the level of participation is exactly a trilogy. First, we must localize the existing general standards, and then participate in the development of general standards for investment. Finally, we must popularize the universal standards and even be localized.

The trilogy of "P" has its first and then, with the pformation of economic structure and strength, and it has been upgraded naturally.

That is to say, most of the time, Chinese enterprises do not have a choice. They can only enter the specific stage according to the objective situation.

Now most industries in China are still in the localization stage, and the opportunities in the latter two stages are emerging in the Internet industry.

first, let's talk about localization.

In China, there are mainly two ways to realize the localization of general standards, one is the production of paid Chinese version focusing on system learning, such as the copyright purchase mode of entertainment industry, the other is the "non authorized" Chinese version, which is highly recommended for reference, and it is commonly seen in the Internet industry.

The latter is often referred to as "Shanzhai" in China, but I prefer to call it Shanzhai localization with Chinese characteristics.

In the context of the internationalization of the Internet age, the word "P" can not be a derogatory word either in moral or in innovation.

Shanzhai localization is not plagiarism, but also from the language, market, talent, process, technology gap and various business secrets, how can we copy it? It can only be heard of such a thing, and then re create in the Chinese market.

What is more important is that Shanzhai type localization, learning from the west, and adapting to local conditions and keeping pace with the times have become a major way for China to graft global resources into the international trend in the past for a long time. P

Therefore, the internationalization of the Internet age often requires efforts to continue to get in, rather than just thinking about coming out.

look at the opportunities of Chinese Internet companies in the latter two international stages.

19 years ago, when interviewed by the Silicon Valley History Association, Jobs once said that technological innovation is like accumulation of sedimentary rocks. The work in the past will soon be surpassed and buried. Unlike the good works in the field of art, people will be admired for centuries.

Perhaps this kind of coverage characteristic of the Internet era makes China's late development advantage almost frightening. We should know that China's smartphone sales are now leading the world, and e-commerce sales also surpass the US in this year, and have reached the first place.

the mobile Internet, which has springing up in the past two years, has ushered in the upgrading and upgrading needs of modern science and technology from the interactive logic to the business mode and so on. It has also given China Internet companies an excellent opportunity to join the global innovation ecosystem in participating in the top-level design of the industry.

In short, compared with the certainty of manufacturing industry, the uncertainty of the Internet age gives Chinese enterprises more chance to achieve leapfrog development, break the original pattern of discourse power, and compete with the Internet giants in Europe and the United States, and even surpass them.