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IBM咨询董海军:出海企业如何从「水土不服」到「乘风破浪」
Sou Hu Cai Jing· 2025-12-05 04:50
Core Insights - Chinese enterprises are transitioning from "product export" to "value chain export," indicating a shift towards establishing comprehensive operations overseas, including R&D, production, supply chain, and after-sales services [1][3][5] - Over half of listed Chinese companies have overseas operations, with revenue from these markets exceeding 16%, showing a dual increase in both export ratio and revenue ratio [3][5] - The challenges faced by these enterprises in the next 3-5 years are unprecedented, necessitating breakthroughs in management, systems, and operational models [4][6] Management Breakthrough - Effective management of overseas teams requires deep cross-cultural integration and global governance capabilities, moving beyond simple financial control [4][5] System Breakthrough - Companies need a unified IT architecture and data foundation to support global operations, ensuring efficient collaboration and compliance [4][9] Model Breakthrough - Transitioning from "individual efforts" to "ecosystem collaboration" is essential, involving strategic partnerships and systematic approaches to build global competitiveness [4][6] Localization Challenges - Local employees often view Chinese companies positively, but there are significant challenges in integrating local operations and adapting to local regulations [5][6] - Successful localization requires not just marketing but also supply chain and after-sales service adaptations, supported by a global IT framework [6][7] "3+1" Capability Framework - The "3+1" framework includes marketing localization, supply chain localization, and after-sales service localization, all supported by a unified digital foundation [7][11] - Marketing localization involves understanding local cultures and consumer behaviors, while supply chain localization addresses unique regional challenges [7][10] - After-sales service localization is crucial for building long-term customer trust and loyalty [11][12] AI Empowerment - AI can significantly enhance marketing efficiency, supply chain management, and service delivery, addressing challenges like cultural differences and data fragmentation [9][10][11] - AI-driven solutions can optimize inventory management, improve customer service, and facilitate real-time responses in logistics [10][11] Strategic Importance of Compliance - Companies must proactively address compliance with increasingly stringent regulations in overseas markets, ensuring that IT systems support both operational efficiency and regulatory adherence [8][9] IBM's Role - IBM has developed a comprehensive capability system to support enterprises in their globalization efforts, integrating technology architecture and strategic consulting [13] - The company aims to leverage its global experience and technological expertise to assist Chinese enterprises in navigating their international expansion [13]