According to a study by The Beijing News, Chinese enterprises expanding internationally have reached a new stage of development. They are no longer limited to simply shipping finished goods but are exporting entire operating systems that include research and development, supply chains, branding, service capabilities, and local management.
Examples of Global Presence
This report analyzed the activities of three companies from different industries: XAG, specializing in agricultural drones; TCL, operating in consumer electronics; and ADO, manufacturing electric bicycles. In all cases, a common trend of deep involvement in local markets was identified.
XAG Agricultural Drones
XAG, a leader in agricultural drone manufacturing, initially faced skepticism from American farmers accustomed to large manned aircraft capable of spraying thousands of acres in one flight. However, because XAG drones provided an 85 kg payload at a cost of only 1% compared to a 400 kg helicopter, American farmers began modifying their fields to optimize for drone operation. As co-founder of XAG, Gong Jiaxin, noted, farmers are now planning plantings based on flight paths rather than rows, accepting a slight reduction in planting area for increased overall yield.
TCL's Transformation into a Premium Brand
TCL has transformed from a low-margin television manufacturer into a premium brand through technological leadership. Between 2021 and 2025, TCL's revenue from television sales doubled—from 30 billion yuan to nearly 60 billion yuan. Furthermore, 70% of the 30 million annual televisions sold are exported overseas. The company invested in the Panggu Laboratory, led by 20 doctoral scientists, to develop Mini LED technology, which includes IC chips, packaging, dosing, and multi-zone control algorithms. TCL's global brand index grew from approximately 60 in 2020 to over 100, reflecting the shift from selling televisions with a profit of 1.5 yuan per unit to competing with leading international brands through superior performance and competitive pricing.
ADO's Localization Strategy
ADO, an electric bicycle brand that has been around for five years and is based in Huizhou, has opened over 400 offline stores abroad, with presences in Germany, Japan, and Vietnam. Instead of competing solely on price, ADO focuses on unique design and localized service. The company supports local teams and online communities in Europe and Japan, boasting 13,000 members in its cycling groups. ADO Vice President of Sales Zhu Binling spends half the year in Germany studying the needs of local users. The new overseas approach is defined not by containers on cargo ships, but by integrating Chinese R&D, supply chain, branding, and service competencies directly into global local markets.