LinkedIn to help Chinese companies expand global presence

With an increasing number of Chinese companies eager to expand their global footprint, LinkedIn, a California-based professional networking platform provider, will offer more tailored solutions to help them capitalize on this trend, said an executive.

These include innovative tools such as short-video marketing formats and enhanced brand pages designed to amplify their international brand presence and engagement.

The going global business of Chinese companies is undoubtedly a significant force. They have evolved from "capital going abroad" and "products going abroad" to the stage of "capability going abroad," said Vianne Cai, head of marketing solutions at LinkedIn China.

However, they need to participate in the global value chain division at a more advanced level, establish more resilient and stable global value chains, and demonstrate higher corporate responsibility and sustainable development capabilities, she added.

China's non-financial outbound direct investment surged 10.6 percent year-on-year to $115.83 billion between January and October of 2024, data from the Ministry of Commerce showed.

Based on LinkedIn's observations and recent experiences with Chinese automotive companies, it has found that these automakers are rapidly building differentiated capabilities in order to enhance brand presence in key overseas markets.

For example, in the Southeast Asian market, Chinese car companies leverage rapid growth, relaxed policies and geographical advantages by establishing production bases and adopting cost-effective strategies and intelligent technology promotion to quickly enter the market and increase brand awareness.

In the European market, Chinese car companies focus on promoting electric vehicles, relying on high environmental standards and consumer acceptance, setting up local production and research and development bases to reduce costs and improve market response speed.

Cai said that Chinese companies need to adopt more diversified marketing tools and content creativity to resonate with professionals and target audiences in overseas markets.

"We have observed a growing number of companies in sectors such as technology, manufacturing, renewable energy and new energy vehicles utilizing our services to enhance their global brand presence," she added.

With LinkedIn's content marketing training and strategic guidance, Growatt New Energy, a Shenzhen-based residential inverter supplier, has shifted its promotional focus beyond products to include compelling brand stories, such as those highlighting gender equity and the transformative power of energy.

This approach has resulted in a high interaction rate, driving a remarkable increase in Growatt's annual follower growth, which has nearly surged in recent years.