Recently, Yicai's conference "White Papers of Digitalization of New Forms of Consumption Growth Enterprises" was held online. Cai Fangde, CFO of Dongguang Liesheng Electronic Technology Co., Ltd. was invited to share his opinions about globalization management and insights on Chinese technology enterprises going overseas.

Cai Fangde, CFO of Liesheng Technology

Yicai: Liesheng Technology is a global consumer electronics company with business covering more than 100 countries and regions worldwide. Its product category under Haylou brand ranges from wireless audio, smart wearables to IOT. Mr. Cai, can you please tell us about the main consumer market of Liesheng?

Cai Fangde: Our product ranges from Bluetooth headsets, smart watches to other smart electronics. As a global enterprise, we are now actively developing overseas business. For global market, we target at young consumer market and create a smart application scenario of "people-terminal-data". We want to be closer to the young  and provide them with more valuable electronic products.

Yicai: The overseas business you mentioned covers hundreds of countries and regions around the world. What have you prepared for the overseas business of Liesheng? Please share with us in detail.

Cai Fangde: Going overseas not just refers to a product going overseas. As a typical Chinese company going overseas, we mainly stick to three principles in our exploration of globalization. Firstly, technology innovation. As a company driven by technology innovation, we have established three R&D centers in Dongguan, Shenzhen and Southwest China, with high proportion in R&D investment personnel. Thanks to the continuous exploration of technology, we have rich experience in product development, cost control, and access to quality resources.

Secondly, user value as center. Liesheng Technology is a young company full of passion. We believe that “Young people understand young people better”. We are committed to bringing technology to every user through technology innovation and high quality products.

Thirdly, smart manufacturing as base. As a Chinese local company, we believe that “Chinese smart manufacturing brings benefit to the world”. We stick to digital transformation and automated production, and we will continue to explore more efficient and scientific production and supply chain management.

Yicai: Did the company encounter some challenges in the process of going overseas? And how did Liesheng overcome them?

Cai Fangde: We took corresponding measures to help the enterprise go overseas in every stage of the process. What we first did is to increase investment in R&D. Then we optimized our production and supply chain systems in regard to overseas market. We’ve introduced information automation management system, such as SAP, the world's most professional ERP system, allowing our company to have more automated process management, more scientific and efficient production, and intelligent supply chain management. In this way, we can provide more valuable products and better services to our global customers. In general, we always stick to digital and automated management model.

Yicai: The huge overseas market is both an opportunity and a challenge for companies. Could you please give our online guests some advice on companies going overseas?

Cai Fangde: Liesheng Technology has encountered many challenges during the process, such as multilingualism, local regulations, financial management, etc.. In addition to developing differentiated products and marketing strategies for different regions, Liesheng also expands overseas market through digital management.