![\"shunee](\"https:\/\/www.csoftintl.com\/wp-content\/uploads\/2017\/12\/shunee-interview.jpg\")
<\/a>Strategies for good cultural integration<\/h3>\n
As China rises and steps ahead in innovation, a successful global presence requires more than just translating technology across borders. Yee states that ultimately, the goal is to connect to the audience. Every detail must be considered for the target audience so that products and services resonate with local markets, even down to the language a corporation runs in. Although Yee believes the language a company operates in is a personal choice, it still poses as a branding strategy, so choosing the right language to cross borders and communicate with your customers is critical.<\/p>\n
Looking at China\u2019s globalization progress, there are many top brands that recognize the importance of localization and its process. They realize that translated products are not enough and need to reflect local cultures, habits, and perspectives. Companies like Huawei, Midea, and Alibaba, are investing in more than just translation. Huawei heavily focuses on the usability of its products so that it caters to all its customers around the world in more ways than just a translated user manual.<\/p>\n
How to engage the right way<\/h3>\n
Even with China\u2019s heavy investment in R&D, brilliant technology is not enough. Yee believes that the next biggest challenge for Chinese companies going global is getting the \u201csoft power\u201d right. Engaging with the global audience effectively requires a soft power that comes<\/p>\n
from language and culture, rather than research and development. Many of China\u2019s companies have been founded by people with engineering backgrounds, which yields high-quality products, but not enough engagement with its customers. Often Chinese companies lack a good storyteller to appeal to and understand each audience. By truly understanding local perspectives, the true story and experience of a product gets told, even if it requires detailed changes to fit different countries. Often times, this requires the CEO of a brand to have a global mindset in the beginning. Through the Shenzhen 100 report commissioned by the Shenzhen government, CSOFT identifies \u201crisers\u201d as young entrepreneurs who held a global perspective from day one, often resulting in a more successful globalization strategy.<\/p>\n
As the interview drew to a close, Yee concluded that the best way for the world to engage with China and vice versa, is through openness and innovation.<\/p>\n