/ RESEARCH VERTICAL

China Brand Globalization Research

CBG100 · Research Series

Study how Chinese enterprises build brands, enter overseas markets and sustain international operations.

538Observed brands

200Annual research subjects

503Brand profiles

233Published case articles

Research abstract

CBG100 studies Chinese enterprise globalization through observed business practice. Brand profiles and thematic cases examine market entry, brand building, organizational capabilities and long-term operations.

Research scope and definitions

Continuous observation establishes a broad research base. Annual research subjects are examined through sources, comparisons and review; an annual selection is a separate decision. A profile, a research article and an annually selected case describe different stages, not interchangeable awards.

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

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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.

FEATURED RESEARCH

Research questions

Questions guide comparison and evidence collection.

How are products and brands adapted to local demand?
Which channels and organizational capabilities sustain overseas operations?
How does evidence support comparison across cases?

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Profiles and directory

Find research subjects and explore their profiles.

Browse the complete directory · Chinese original →

Chinese research assets remain available at their original URLs. Unpublished translations are not shown as official English editions.

Research articles

Profiles identify subjects; thematic articles examine research mechanisms and questions.

233 published thematic articles · Chinese originals.

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Methods and evidence

Compare facts using their sources, periods, units and definitions.

Research judgments and statistical facts are presented separately. Evidence limitations and unresolved questions remain visible.

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Research collaboration

Universities, research institutions, industry organizations and enterprises contribute complementary expertise.

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