With the continuous development of the global economy, the internationalization of Chinese stainless steel forgings brands has become a new trend. In this process, China’s manufacturing industry needs to face many challenges, including questioning and recognition of Chinese brands from the international market, domestic market demand for high-end products and policy adjustments, etc. This article will combine national policy information to explore the new trends and challenges of the internationalization of Chinese stainless steel forgings brands and provide examples.
- National policies promote the internationalization of stainless steel forgings brands
As one of the world’s largest stainless steel-producing countries, China has been accelerating the development and international cooperation of the stainless steel industry for a long time. In recent years, the national government has introduced a series of policies to accelerate the internationalization of Chinese stainless steel forgings brands. For example, the government has repeatedly proposed to guide enterprises to “go global,” actively promote the “Belt and Road” initiative, and support enterprises in deep collaboration with multilateral organizations and international organizations. In addition, with the increase of global environmental awareness, the government also advocates green manufacturing, promotes air pollution prevention and control, and encourages companies to use more environmentally friendly processes and materials.
However, a major challenge facing the internationalization of Chinese stainless steel forgings brands is the lack of recognition from consumers in the international market, especially in developed countries’ markets due to historical and cultural reasons. Therefore, promoting Chinese stainless steel forgings brands in the international market requires combining local market culture and consumer demand to create more customized products that better cater to the local market.
- The demand for high-end markets and innovation become crucial
As domestic market consumers’ requirements for stainless steel forgings’ quality continue to increase, the high-end market has become an important direction for the industry’s development. Against the backdrop of domestic market upgrading, the internationalization of stainless steel forgings brands also needs to meet domestic market standards while also having international characteristics. Therefore, Chinese stainless steel forging companies need to focus on innovation, improve their core competitiveness, and continuously improve in terms of quality and technology.
For example, in a procurement project from China National Offshore Oil Corporation (CNOOC), the company issued a globally influential “CNOOC Supplier Communication Meeting” aimed at finding outstanding domestic and foreign suppliers, guiding the direction of future suppliers, and promoting the development and production of domestic brands. In the increasingly competitive stainless steel forgings market, innovation has become the key to enhancing enterprise competitiveness. Only by possessing higher-level technological capabilities and better-quality products can companies open up international markets more rapidly.
- Case analysis: TISCO’s brand upgrading path
As China’s largest stainless steel production enterprise, Taiyuan Iron and Steel (Group) Co., Ltd. (TISCO)’s successful experience in the internationalization of stainless steel forgings brands is worth learning from. In recent years, TISCO has achieved good results in the internationalization of stainless steel forgings brands through quality improvement, cultural integration, independent brand promotion, and other means.
Firstly, in terms of brand upgrading, TISCO insists on starting from quality control, promoting high-quality products to the market, and continuously improving its brand image. At the same time, the company leads the implementation of “Made in China 2025” and the “Belt and Road” initiative, actively responding to the national call and promoting innovation in fields such as high-end equipment manufacturing, robotics and intelligent manufacturing, and green environmental protection, thereby improving the company’s core competitiveness.
Secondly, in terms of cultural integration, TISCO vigorously develops cultural industries, such as launching a “steel art” series of products that combine with Chinese traditional culture and digging deep into outstanding cultural resources. Moreover, TISCO pays attention to protecting intellectual property rights to ensure that its independent brands are not infringed and that its competitive position is maintained in the international market.
In summary, the new trends and challenges of the internationalization of Chinese stainless steel forgings brands require enterprises to improve quality under policy guidance, strengthen deep cooperation with the international market while focusing on cultural integration and innovation, continuously improve core competitiveness, and open up broader international markets.
