Over the past three years, leveraging strong technological capabilities and mature supply chain advantages, Chinese brands have not only achieved breakthroughs in overseas markets but also significantly enhanced their global influence. The key to future competition now hinges on a more complex and enduring challenge—how to build sustainable, high-trust brand perception in global markets.
From a global marketing perspective, B2B buyers are notably younger, decision-making chains have lengthened, and risk sensitivity has increased. Meanwhile, AI and digital marketing tools are boosting efficiency, making traditional KPIs look stronger. However, more overseas marketers are realizing that when faced with unfamiliar cultural landscapes, shifting consumer demands, and deep-rooted barriers, "respect" and "trust" have replaced "traffic" as the most critical KPI for brand marketing.
"In collaborating with numerous Chinese enterprises expanding overseas, LinkedIn has observed a consensus—by 2026, global brand marketing will no longer be determined by exposure but by brand authority, credibility, and buyability," said Cai Xiaodan, Head of LinkedIn China Marketing Solutions.
For the past decade, aggressive exposure strategies were the go-to approach for Chinese companies entering international markets. However, a "new authority" composed of industry leaders, technical experts, employees, and creators is replacing brand narratives as the new currency of trust. LinkedIn’s latest global research shows that 80% of B2B marketers are increasing investments in community and expert-driven content. With tighter budgets in 2026, marketers must ensure every dollar targets true decision influencers. Whether a brand is consistently mentioned, cited, or endorsed by credible third parties will be pivotal in shaping long-term brand equity and global narratives.
**Being a Tech Leader While Empowering End Users** "All brand-building must revolve around end-users. Even as providers of specialized technologies like photovoltaics and energy storage, we ultimately serve individual users of green energy—who will also become prosumers," emphasized Wang Yingge, Vice President of GoodWe, a global leader in smart energy solutions.
Founded in 2010, GoodWe strategically expanded into Australia and Europe early on. Through extensive overseas experience, the company established its brand vision: "Leading the energy prosumer ecosystem, enabling localized green power production and consumption."
To effectively reach global audiences, GoodWe relies on precision targeting. "LinkedIn helps us accurately engage core audiences like PV engineers and storage installers," Wang noted. "By leveraging precise tagging, we optimize outreach and deepen engagement—making LinkedIn indispensable for efficient client targeting and brand promotion."
**Presenting Cutting-Edge Tech in User-Centric Scenarios** As a global energy storage expert, SolaX Power has focused solely on battery storage since its inception, striving to become the "Moutai of energy storage." In 2013, it launched Asia’s first storage inverter, earning widespread recognition. By 2025, SolaX continued breaking new ground in patents, setting industry benchmarks with innovation and quality.
Its "Future Factory" in Tonglu, Zhejiang—a model of digital transformation—runs entirely on solar power, managed by an advanced digital energy system.
Despite strong technological traction in developed markets, Li Jing, Assistant to the Chairman and Marketing Director of SolaX, observed a shift in client priorities: "Discussions now center on integrated, smart solutions rather than technical specs. Clients evaluate partners based on long-term commitment, local policy alignment, and decade-long collaboration."
"Our challenge is not just making our tech 'visible' but ensuring users understand it in contexts they truly care about," Li stressed.
LinkedIn has also been instrumental in SolaX’s global outreach. "Before LinkedIn, our branding was fragmented. Now, we consistently engage professionals worldwide while gaining actionable insights—a cornerstone of our global strategy," Li added.
**The 'AI Expert': The Must-Reach Third-Party Authority** Data shows that 94% of B2B buyers used LLMs (large language models) for procurement assessments in 2025. The primary battleground for brands now includes not just social media and search engines but also "AI experts."
"If a brand’s information doesn’t appear in AI-generated answers, it’s effectively absent from buyers’ decision loops," Cai explained. "AI search visibility" is emerging as a new KPI for global marketers.
To optimize AI discoverability: 1. Ensure brand information is consistent and structured across global platforms. 2. Leverage verifiable proof points like expert endorsements, ESG data, real-world applications, and authoritative coverage—key inputs for AI credibility algorithms. 3. While AI drives efficiency, human expression still sways decisions. LinkedIn’s research shows that ads with emotional resonance and humor significantly boost brand affinity and purchase intent.
The future belongs to brands that AI can find, users can trust, and the world will reference.
For Chinese enterprises, the era of brand globalization is being rewritten—shifting from resource and tech competition to "trust competition." Real user value, expert validation, proven ESG metrics, cross-cultural communication, and humanized storytelling will determine whether brands become the "trusted choice" for global buyers.
"In five years, the world will redefine 'Chinese brands.' The ultimate differentiator won’t be speed—but trust," Cai concluded.
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