中国品牌全球化100研究CHINA BRAND GLOBALIZATION 100 RESEARCH
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Outbound research

CHINA BRAND GLOBALIZATION 100 RESEARCH

Studying how Chinese enterprises go global. Advancing knowledge of brand globalization.

中国品牌全球化100研究

We study the real-world experiences of Chinese enterprises in global markets, connecting brands, industries and markets through ongoing observation, case research and international comparison. Our aim is to explain the pathways, mechanisms and methods of brand globalization and develop findings that can be tested, compared and applied in practice.

Research articles and search results are available in Chinese. Links to original research are labelled before you open them.

Explore the research systemUnderstand the methodology
500+Brand case observation100+Global industrial belts100+China industrial belts100+Global markets100Annual cases

Program scales and annual targets, not published article counts. Observation subjects, profiles and published articles are counted separately below. Annual 100 cases require expert review.

Initiated by the CUC Boya Institute of Brand Studies

Organized by the Brand Globalization Research Centre (ASEAN), Communication University of China

Academic support by the School of Advertising and Branding, Communication University of China

02 / CHINA BRAND GLOBALIZATION 100

China Brand Globalization 100 Research

Explore the research scope below, then read published articles and observation profiles. Profiles, articles and annual selection remain separate stages.

538Observed brands →200Annual research candidates · Chinese original →100Global industrial belts →105China industrial belts →119Overseas target markets →

Observation → Annual research → Comparative verification → Expert review → Annual 100 cases

Observation subjects, profiles and published articles are counted separately. Annual 100 cases are a review target, not a completed selection.

04 / BRAND RESEARCH

China Brand Globalization Cases

Explore market entry, brand building and sustained international operations through existing research.

503 published observation profiles · 233 published case articles

Read published research

Approved English editions. Further Chinese originals are labelled at their links.

All published articles →
Published article · English edition

Sungrow: A Case Study on the Globalization of a Chinese Brand

The arrival of an energy storage system at a UK project site does not mean that the investor has already acquired an operational energy asset. The equipment must still undergo installation, commissioning, and grid connection, and interface with subsequent trading and maintenance arrangements. The case of Sungrow is well-suited for understanding the globalization of Chinese new energy brands through this interface between delivery and operation.

Published article · English edition

Yutong Bus: A Case Study on Chinese Brand Globalization

For public transit operators, purchasing a vehicle is only the beginning of a partnership. Vehicles must maintain high availability over many years; troubleshooting, spare parts supply, and driver habits all affect whether a procurement proves worthwhile. The research value of Yutong lies precisely in observing how a Chinese bus manufacturer extends cross-border transactions into this prolonged lifecycle of operation.

Transsion: approved research concept visual, not a product photograph

Transsion

Transsion

Explore this brand’s profile and international research context.

Published articleBrand researchChinese original

Read research · Chinese original
Unitree: approved research concept visual, not a product photograph

Unitree

Unitree

Explore this brand’s profile and international research context.

Published articleBrand researchChinese original

Read research · Chinese original
DJI: approved research concept visual, not a product photograph

DJI

DJI

Explore this brand’s profile and international research context.

Published articleBrand researchChinese original

Read research · Chinese original
Brand profiles · Chinese originals →

RESEARCH RADAR

Research Radar

Original announcement dates; issuer statements do not independently verify business outcomes.

Global Industrial Belts 100+

Examine regional specialization, supply-chain coordination and global industrial connections.

100 research subjects. Profiles and thematic research are counted separately.

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Global Markets 100+

Study institutions, industries, consumers and channels to understand overseas markets and long-term local operations.

119 research subjects. Profiles and thematic research are counted separately.

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China Industrial Belts 100+

Explore manufacturing capabilities, industrial collaboration and the connection between brands and global markets.

105 research subjects. Profiles and thematic research are counted separately.

Explore research →

10 / RESEARCH & INSIGHTS

Methods, updates and research outputs

Research methods

How we study and verify

Cases, markets and industrial belts share evidence standards.

Explore →Research updates

Recent published research

Read approved English editions and labelled Chinese originals.

Explore →Research theory

Synergy efficiency

An analytical lens on industrial collaboration.

Explore →

Report plans and published outputs · Chinese original →

08 / RESEARCH ALLIANCE

Brand Globalization Research Alliance

Connect enterprise practice, researchers and professional institutions.

Explore the Alliance →Research workbench · internal →

09 / BGAI RESEARCH INTELLIGENCE

BGAI Outbound Decision Research

Preliminary outbound decision research for enterprises

Research products, markets, customers, competition and entry routes before committing overseas. BGAI combines evidence and counter-evidence with AI-assisted professional research and human approval.

BGAI research login →Explore outbound decision research →
BGAI research: market selection, customers, competition, entry paths, risks, evidence and human editorial review