Recently, Financial Times China and Twitter jointly released the “2019 Twitter China Overseas Brand Influence Report”, unveiling the “Most Influential Overseas Brand Award” to recognize leading brands from China that have successfully expanded their business overseas and built significant global influence.
With its strong China based R&D team and 14 global operation offices, Uplive has become the largest overseas independent live broadcasting platform with a vast coverage of international hosts and users. Since launching 3 years ago, Uplive is known for its highly localized and quality content, critical factor for a mobile brand to thrive in the overseas market. Uplive is able to present a truly localized image to each of the operating regions, by empowering the local offices to decide on the content, image, and events appropriate for them. For example, in India, Uplive partnered with a well known influencer to produce a fun short film that gathered over 8 million views in a few weeks, making it the highest viewed video on Youtube for that week.
In addition, Uplive used the highest quality off-line channels to build the right image for live streaming, which is still a new concept in many regions.
Therefore it is not just simply selling products when Chinese companies venture oversea, they must also focus on selling the consumer experience. As each country and region has its own political, economic, religious, cultural, social and language differences, it is very important to manage the localization and communication of the company’s brand. From market awareness to marketing practices, Chinese companies must gradually improve and enhance they execution.
Uplive’s overseas expansion experience can be summarized in three factors: First is localization of the team, to build an efficient and powerful local team that runs operations like their own startup; second, a deep understanding of local culture, ecosystem, and user behavior, for example Ramadan and Eid al-Fitr, as to avoid controversies during launch or promotions; third, product experience must be customized for each region according to local users’ habits and preferences, and consistently measured. In example of Uplive’s success in India, users will be attracted by well communicated brand values.
The FT Institute as part of the Financial Times Chinese, which is the sole Chinese business financial website under the Financial Times Group. It aims to provide China’s business leaders insightful business and financial news, as well as in-depth analysis and commentary. Financial Times China and Twitter jointly released the “2019 Twitter China overseas brand influence report” to nominate the “Most Influential Overseas Brand Award” as to recognize leading brands from China that have successfully expanded their business overseas and built global influence based on the Twitter platform. The report is based on data analysis from Twitter, with the goal of highlighting best practices by these leading Chinese brands operating in international markets, in order to provide references and inspiration for other Chinese brands interested in the vast international market.