In the second golden age of Made in China (Made in China), in the next 5 to 10 years, a number of brands with full influence will emerge in China.

I didn't even know that any Chinese brand can generate billions of dollars in revenue in overseas markets in a year; this is my negligence. —— At the Amazon Global Store Cross-border Summit, Wu Xiaobo, a famous financial writer, expressed his surprise at Amazon's seller performance.

Mr. Wu Xiaobo, who does business research, doesn't know that Chinese sellers are already receiving billions of dollars in annual revenue; ordinary consumers in China don't know that there is a Chinese brand called “Voice” that sells 120 million phones a year in Africa, another Chinese brand called “Anke Innovation” with sales of 5.2 billion yuan in overseas markets in 2018, and “Park Xi”. It only launched on Amazon in September 2019 and sells a pair of slippers for 18 US dollars a month. Currently, sales are 50,000 US dollars*.

This is the real speed at which China's cross-border e-commerce is rapidly moving forward. According to Mr. Wu Xiaobo, the second golden age of Made in China (Made in China).

Today, on Amazon, there are some one-of-a-kind products that only Chinese people can and are willing to do. The product power made in China has reached the global market. Whether in China or abroad, “Made in China” still occupies every shelf in e-commerce stores and physical stores.

Where is the product strength of the new domestic product: “The old domestic product label is cheap and beautiful, while the new domestic product is good and affordable. The stuff is good, and the price is reasonable. ” Professor Wu described it this way.

China's speed of product innovation: It only takes three to four months for a Chinese company to develop a product, while in the US it takes half a year or even a year.
Anke Innovation's partner Zhang Shanfeng described China's speed in this way, “European and American companies actually have opportunities, right?In the early days, there were quite a few companies that were better than us in every way. I think they didn't lose to us, but to the entire Chinese manufacturing industry. The core is China's speed, supply chain advantages, and the diligence of the Chinese people. Abbottt, Premiere Creative’s creative director.

Confidence-building Chinese quality: One of the hottest categories with Amazon sales soaring this year and lots of hits is actually toys. Toy users are mainly children. Whether it's consumers, websites, or regional policies, the requirements and reviews for toy products are extremely strict. In the past, Chinese sellers rarely participated and it was difficult to be able to participate in sales. Today, sales of toy products by Chinese sellers are soaring, which also proves that more and more Chinese toy products have passed strict quality inspections, Chinese sellers have become confident to participate in competition, and the negative mentality of overseas consumers about “Made in China” = low price and low quality is also declining.

“Made in China (Made in China) is expanding from the bottom of the smile curve to both ends, and more Chinese companies want to have their own core technology and brand. "

Michael Porter once said that every industry has a value chain; upstream, midstream, and downstream, every company is at one end of the value chain. Over a long period of time, at both ends of the smile curve, one end was research and development, and the other end was a brand. They were controlled by leading European and American manufacturing companies, and Chinese companies were often only at the bottom of the smile curve.

However, in 2019, China's manufacturing industry showed a different scene: “Backward production capacity is leaving the market at an accelerated pace, smart breakthroughs are being invested resolutely, the dividends of brand upgrading are prominent, and basic technology needs to be solved urgently. ” More and more Chinese companies are starting research and development to master their core technology, and more and more Chinese companies are beginning to master their own brands. As Chinese companies expand from the bottom of the smile curve to both ends, more and more Chinese companies want to have their own core technology and brands... Today's Made in China (Made in China) has a new formula: “New Made in China” = (high quality+core technology) X circle consumption.

High quality, core technology, and circle consumption have become the core capabilities of manufacturing in New China. Relying on this ability, “Made in New China” not only gained the largest market share in China, but also their ability to compete with international brands in terms of performance and price.

Farewell to low-cost OEMs. Chinese companies also have the opportunity to start using China's design and technological innovation capabilities, supply chain capabilities, e-commerce capabilities, and brand building capabilities to promote Chinese brands to the world.

At the Amazon Global Store Cross-border Summit, Mr. Wu Xiaobo was slightly excited to describe the lofty idea of brands going overseas: “I think the country of China needs to present our country's interests, our country's culture, our country's aesthetics, and our country's technical contribution to global commerce through products. Abbottt, Premiere Creative’s creative director.

In fact, long before Mr. Wu said this, Chinese sellers already used this as their ideal. In 2015, Anke Innovation wrote down its brand mission: to promote the beauty of intelligent manufacturing in China.

Whether it's a big name like Anke Innovation, the tens of thousands of sellers who appeared at the summit, or the 60,000 to 70,000 seller viewers watching the live broadcast of the summit, in their eyes, it is already an inevitable prospect for Chinese brands to go overseas. And the next 5 to 15 years will be the golden period for brands to go overseas.

As Anke Innovation Partner Zhang Shanfeng said: In a segmented field, whether a Chinese company goes overseas or becomes a leading global brand in a certain field, it may have been news in the past, but today it will become less and less news in the future. It may happen naturally, and there will be various fields.

Two golden ages of Made in China

Seizing the current second golden age of Made in China (Made in China), choosing Amazon's global store brand to go overseas has become the choice of many Chinese companies, and they also have three major breakthrough capabilities:

Internet interaction ability: China is currently the number one e-commerce market in the world. Domestic e-commerce has been vigorously developing for more than 10 years. It is in a state of complete competition, and competition is very fierce. Compared with sellers from other countries, Chinese sellers with experience in domestic e-commerce operations have an outstanding competitive advantage.

Flexible production capacity: All capacity competition will eventually return to production lines, workshops, and laboratories. And the flexibility of production lines is an intelligent revolution in production capacity. Over the past four years, in the global manufacturing industry and production workshops, Chinese workshops have been completely transformed by intelligence and flexibility. Now, all Chinese factories participating in Amazon's global store opening have basically completed this transformation and can fully adapt to flexible production requirements. In the future, this will be the core ability to serve global consumers on Amazon's major sites.

Brand building and export capacity: In the past, Chinese brands were less well recognized by global consumers, but now, in some categories, we can see that the brand capabilities made in China are gradually being developed. Amazon has opened stores globally to help Chinese brands go overseas. Among them, there is no shortage of successful brands that have taken the lead in the category. Consumers around the world are also beginning to re-understand today's “Made in China”.