Core Insights - The article discusses how Feng's Group, a century-old company, is evolving its core business to provide systematic services for Chinese enterprises going global, amidst the trend of "decentralization" [1][3][4] - Feng's Group has shifted its focus from merely bringing foreign brands into China to assisting Chinese companies in their international expansion, addressing the complexities and challenges they face [2][3][4] Business Strategy - Feng's Group introduced a new strategic vision at the China International Import Expo (CIIE): "Create a Century, Smart Chain Global, Expand Together for Prosperity," indicating a shift towards "cooperative overseas expansion" as a strategic focus [3][5] - The company aims to help Chinese enterprises navigate global compliance, cultural differences, and local market practices, which are critical for successful international operations [4][7] Challenges Faced by Chinese Enterprises - Chinese companies face three structural challenges in their globalization efforts: compliance and localization barriers, supply chain resilience issues, and insufficient ecosystem development [7][8] - The article emphasizes that the rules of international business have changed, moving from a focus on cost advantages to a need for brand establishment and ecosystem collaboration [8][9] Historical Context and Capabilities - Feng's Group's long history in global trade positions it uniquely to assist Chinese brands in overcoming the challenges of internationalization, leveraging its extensive network and expertise in supply chain management [9][10] - The company has a comprehensive capability that spans design, procurement, manufacturing, logistics, and distribution across over 40 economies, particularly in consumer goods sectors [9][10] Development of LiFeng Plaza - LiFeng Plaza in Shanghai serves as a strategic hub for Feng's Group, evolving through three key phases: establishing a headquarters, becoming a fashion technology center, and upgrading to an overseas ecosystem platform [10][12][13] - The plaza aims to provide comprehensive solutions for companies looking to expand internationally, facilitating collaboration and resource sharing [13][14] Two Paths for International Expansion - Feng's Group offers two distinct paths for Chinese companies aiming to go global: one focused on manufacturing capabilities and the other on brand establishment [15][19] - The manufacturing path involves partnerships with firms like Shengke to provide modular manufacturing solutions, while the brand path leverages idsMED to support high-tech medical equipment companies in Southeast Asia [16][20][21] Future Outlook - Feng's Group envisions its "cooperative overseas expansion" solutions becoming a key driver for Chinese brands' global presence, emphasizing the transition from "opportunity-driven" to "system-driven" and "ecosystem-driven" globalization [26]