出海成功率不足20%，多数中国企业“栽”在了哪一步？

Core Viewpoint - The article highlights the challenges faced by Chinese companies attempting to expand overseas, emphasizing that less than 20% succeed, while 80% fall into common pitfalls [3][20]. Group 1: Challenges of Going Global - Many Chinese companies invest heavily in overseas expansion but often see little to no return, leading to a decline in their domestic operations [2][3]. - The prevalent mindset among these companies is to "cash in" on foreign markets without adapting to local needs, which is increasingly ineffective as global competition rises [10][11]. Group 2: Strategic Approaches - Companies are encouraged to shift from a "cash cow" mentality to a "localization" strategy, treating overseas expansion as a new venture requiring significant commitment [11][20]. - A focused approach is recommended, where companies should concentrate on specific countries or regions rather than spreading resources too thinly across many markets [12][13]. Group 3: Execution and Team Dynamics - A common issue is the lack of market planning, leading to confusion and inefficiency among teams sent abroad [15]. - The selection of the right personnel is crucial; companies should prioritize individuals with strong conviction and resilience, referred to as "head wolves," over those with merely strong business skills [16][17][20]. Group 4: Comprehensive Framework - The article proposes a validated "5-in-1" growth model that encompasses understanding market entry strategies, execution tactics, and team selection to navigate the complexities of international expansion [19][20].