In today's volatile global market,  the "going global" concept of Chinese enterprises has shifted from the export of products and capital, to a new era of exporting brands, organizational capabilities, and management mechanisms.

According to the recent Deloitte's China FY2025 Societal Impact Report, a growing number of Chinese brands are winning overseas consumers through tech-driven innovation, thoughtful design, and cultural resonance.

Benefiting global consumers and investors

The British magazine The Economist has said that "Innovative Chinese brands are popping up everywhere. Consumers and investors around the world stand to benefit."

An example of this took place in July this year, when the 2025 World Intellectual Property Organization Global Awards announced that Chinese company Unitree Robotics stood out among 780 companies from 95 countries and became one of the award-winning enterprises. Its strong capabilities in the field of robotics have been globally recognized.

And in Egypt, Osama Aboul-Magd, head of the Egyptian Automotive Dealers Association, said the influence of Chinese electric vehicles in the Egyptian market is increasing rapidly. Local consumers also gave feedback that the battery technology and intelligence level of Chinese electric vehicles are reassuring.

Moving towards independent innovation

Chinese brands not only provide products, but also tailor the innovative R&D according to the usage habits of consumers from various parts of the world.

Kim Hee-gyeo, professor of the Kwangwoon University, South Korea, said the rapid development of "Made in China" is mainly attributed to China's efforts in forming manufacturing clusters. This not only reduces costs and enhances productivity, but also promotes innovation through cooperation and competition.

Claudia Januzzi, chairperson of the Brazil-China Institute of Innovation Economy said, "After years of investment in technology and education, China's manufacturing industry has made significant progress in terms of human resources, technical level, and management experience." China has become a major country in sci-tech innovation, and Chinese brands are bringing a positive impact on the world, she added.

Sharing innovative technology with the world

China is shifting from being the "world's factory" to a source of innovation. Carlos Fernandez Bielsa, director of the Spanish New Silk Road Research Center, said the rise of Chinese brands has brought tangible changes to the Spanish market, accelerating the upgrading and innovation of the local market in terms of technology, environmental protection and service models.

"Chinese enterprises have contributed to improving the quality of life for consumers worldwide," Kim said. Chinese enterprises share their technological achievements through open-source methods, providing developing countries with the opportunity to use the latest technologies at a lower cost.

"China is continuously expanding its high-level opening-up policy. China supports its domestic enterprises in entering the international market, and at the same time welcomes international brands to enter the Chinese market. This provides an open platform for all countries' enterprises to achieve fair competition, exchange experiences and [provide] mutual benefit and win-win results," Helmy said.