Shulou(Shulou.com)11/24 Report--

With the deepening of the wave of globalization, it is an important topic for enterprise decision-makers to keep up with the pulse of the times, use advanced products and technologies, innovate business models, and achieve sustainable growth for enterprises. Especially multinational enterprises in China, facing the changes in the international environment, the requirements of China's data security and compliance, and the particularity of the Chinese market, how to take root in China and maintain sustainable growth in the new digital era in China?

Multinational Enterprises in China to cope with the changes of the Times

At present, under the influence of international geopolitics, the uncertainty of the international environment is increasing, which is deeply affecting the global development of multinational enterprises. At the same time, more and more countries have introduced intensive policies, which have caused problems in the supply chain and global distribution of labor division and cooperation that have been operated for many years. Multinational enterprises must consider how to reconstruct the supply chain and transnational trade. Use the local new environment, new technologies, new ways to obtain growth points.

In addition, governments around the world attach great importance to data compliance security. From the point of view of standardizing the collection and use of data by enterprises, on September 30, 2021, the Ministry of Industry and Information Technology studied and drafted the measures for the Administration of data Security in the Field of Industry and Information Technology (trial) (draft for soliciting opinions), which clearly states that important data collected and generated by industrial and telecommunications data processors within the territory of the people's Republic of China shall be stored in China in accordance with the requirements of laws and administrative regulations. If it is really necessary to provide it to overseas countries, the safety assessment of data exit shall be conducted in accordance with the law, data exit shall be carried out on the premise of ensuring safety, and the tracking and mastery of the data after leaving the country shall be strengthened, and the core data shall not be allowed to leave the country. This requires multinationals in China to stay close to China's policies and ensure compliance.

In addition, from the perspective of market competition, China's economy has transitioned from rapid development to steady and high-quality development. Enterprise competition also changes, from the rapid growth of market supply falling short of demand, to the market oversupply to promote supply-side reform; products from differentiated competition to more and more homogenization, pulling down the profit space of enterprises. Therefore, the extensive operation mode of enterprises in the past can not adapt to the current operation and management. In the face of full market competition, the flow dividend driven by pure advertising marketing has come to the era of lean operation step by step, not only to continue to increase the number of customers, but also to do enough customer incremental value. Therefore, if multinational companies in China want to establish a deep connection with their customers, they need to strengthen cooperation with local enterprises who are familiar with the domestic market, so as to find the fastest way to take root in China and ensure steady growth.

When multinational companies in China encounter domestic software

From the perspective of business model reform of multinational enterprises, the core of enterprise management is not only to reduce costs and increase efficiency, the key is to promote business model reform. Take the traditional automobile manufacturing enterprises as an example, the traditional automobile sales model is to push the car production to the channel, the channel connects the consumers, and it is not clear who the consumer is; the service system is not perfect and the consumer satisfaction is not clear. New energy vehicle innovation business model, through multi-dimensional connection and access, to build a full-link service matrix for consumers, covering the whole life cycle of consumers, from potential customers to test driving to transformation, and then to continuous operation, customers buy cars through IoT to achieve all the data online, really regard the customer as God. Enterprises from the original production and marketing to sales, to achieve the front-end and marketing system connection, based on the Internet technology, the front-end customers to operating customers, to achieve the integration of transaction and sales. Therefore, the model of passive response to consumers has been unable to keep up with the demands of customer growth in the new era, and it is necessary to have the ability to establish online connection, data service and customer operation service.

Obviously, if multinational enterprises rooted in China want to reach customers quickly and effectively, in addition to changing their service methods, they can not do without China's unique digital grip, that is, they can deeply connect and gain insight into customers by using new Internet technologies such as social networking, AI, big data, and the Internet of things. Taking national applications WeCom and Mini Program as examples, the data show that the number of real enterprises and organizations on WeCom exceeds 10 million, the number of active users exceeds 180 million, and the number of active users connected to Wechat exceeds 500 million. WeChat Mini Programs's daily active user account data also exceeded 500 million. Under this special background of digital development in China, it further urges the cooperation and co-creation between MNC enterprises and Chinese software vendors, with the help of the digital advantages of local software service providers, in line with the new logic of digital reform of China's new manufacturing, new retail and new consumption, and achieve sustained and steady growth.

"in China, for China" is the development concept of many multinational enterprises, which reflects to help China's economic development. In addition, "common growth" should be added to highlight the concept of mutual achievement and mutual benefit in the new situation. It is no exaggeration to say that if multinational enterprises want to continue to grow in the Chinese market, they must comply with the trend of Chinese market competition, work closely with Chinese local software companies, and comprehensively optimize and upgrade their core competitiveness through localization partners. otherwise, it will be eliminated from the competition in the Chinese market. In fact, Chinese software has not disappointed MNC companies, and has provided digital tools and services that are more suitable for the Chinese market for the top 500 foreign-funded enterprises in China. As the second largest economy in the world, China not only has a super-large customer market, but also has the most complete industrial system in the world, the market innovation vitality is world-class, and the management experience of enterprises is becoming more and more abundant. In the software industry, it not only gives birth to the Internet giants of PC Internet and Mobile Internet, but also creates a fertile soil for domestic 2B software enterprises. In recent years, domestic users, Kingdee and other ERP management software launched a challenge to SAP, Oracle; the leading sales in the field of domestic CRM are easy to challenge Salesforce, which once set off a wave of domestic substitution.

It is worth noting that large enterprises using software systems from European and American countries such as Oracle, SAP and Salesforce may not only be affected by international instability, but also lead to the risk of corporate data leakage to some extent. Subdivision management software such as CRM has also developed rapidly with the rise of Chinese software. In order to serve multinational companies in China, local software companies continue to give full play to their inherent advantages in mobile and social aspects. For example, local CRM leads brand sales and serves many Fortune 500 enterprise customers such as Schneider Electric, Eaton and Trane Technology with its mobile and social product capabilities.

Summary

Multinational companies in China need to be highly sensitive to the local and global markets in order to produce products that meet consumers. As a local software service provider in China, we must grasp the forefront of the times, think what customers think, make full use of advanced information technology, establish ecological thinking to achieve wide-area connectivity, and provide customers with end-to-end full-link service system. really provide customers with satisfactory products and services. Under the urgent demand of digital growth, the "symbiosis" of multinational enterprises in China and local software enterprises in China ushered in new opportunities.

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