• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2023 > Volume 11 Number 4 (Nov. 2023) >
JOEBM 2023 Vol.11(4): 206-209
DOI: 10.18178/joebm.2023.11.4.762

Analyzing China’s Brand Overseas Marketing Strategy under the “Belt and Road” Initiative: A Case Study of Transsion Holdings in Africa

Abstract—In recent years, under the “Belt and Road” initiative, Chinese brands have embarked on the journey of going global. To analyze the successful overseas marketing strategies of Chinese companies within the “Belt and Road” framework, this article takes Transsion Holdings as an example to explore how a brand can transition from product localization to ecosystem localization. This research aims to provide insights and references for Chinese brands going global in the face of the current trend of “de-globalization”.

Index Terms—Belt and road, regional marketing, Chinese brands going global, de-globalization

Leiyu Chen is with Nanyang Technological University, Singapore. E-mail: chen09@163.com

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Cite:Leiyu Chen, "Analyzing China’s Brand Overseas Marketing Strategy under the “Belt and Road” Initiative: A Case Study of Transsion Holdings in Africa," Journal of Economics, Business and Management vol. 11, no. 4, pp. 206-209, 2023.

Copyright © 2023 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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