# What does chuhai (going global) mean for Chinese brands?

> Chuhai (出海, literally "going out to sea") is the Chinese business term for a Chinese company expanding into markets outside China; brand chuhai (品牌出海) means doing so under its own brand, building recognition abroad and selling directly to overseas customers. It differs from exporting products under other brands, and it is not the same as cross-border e-commerce.

- URL: https://www.mvpdata.net/en/glossary/chuhai
- Updated: 2026-10-14
- Also known as: Going global, 出海, 品牌出海, Chinese brands going global
- 简体中文: https://www.mvpdata.net/glossary/chuhai

Chuhai is everyday language in Chinese business, not a legal term, and it has no official definition. Chinese government policy speaks instead of "own brands": a 2023 State Council General Office document on integrating domestic and foreign trade calls for supporting companies in building their own brands, encouraging contract manufacturers for foreign trade to work with domestic brand owners, and stepping up the promotion of Chinese brands abroad.[^1]

## How is a brand going global different from exporting products?

The difference is whose brand the overseas customer knows: exporting products sells the goods abroad, often under someone else's label, while a brand going global runs its own brand abroad and keeps the recognition and reputation it earns.

| | Exporting products | Brand going global (品牌出海) |
|---|---|---|
| What is sold abroad | The product itself, often as contract manufacturing, private label or wholesale export | The company's own branded products or services |
| Who faces the overseas customer | A foreign brand owner, importer or distributor | The company itself, directly or through local channels |
| Marketing focus | Price, lead times and channels | Brand awareness, content and reputation |

The table reflects common usage in Chinese business, not an official definition, and many companies do both.

## Is going global the same as cross-border e-commerce?

No: cross-border e-commerce is a sales channel for selling goods abroad, while a brand going global is about running a brand abroad. A brand can go global through cross-border e-commerce, retail partners, a local subsidiary or distributors; a seller that only lists goods on cross-border marketplaces without building its own brand is not usually described as 品牌出海.

## What marketing does going global usually involve?

Four kinds of work are common: ads on social platforms abroad, the brand's own official accounts, partnerships with local creators, and press releases and media outreach.

Ads on platforms abroad are governed by local law and by the platforms together:

- **The advertiser is responsible.** TikTok states that advertisers are responsible for their ads, including compliance with the laws and regulations of the regions they target.[^2]
- **Review before ads run.** Meta requires all advertisers to comply with the laws in their jurisdiction and reviews each ad against its Advertising Standards when it is placed.[^3]

Creator partnerships in North America also carry disclosure rules; see [material connection](https://www.mvpdata.net/en/glossary/material-connection).

## Further reading

- Ads and official accounts abroad for Chinese companies: [Going global: social ads](https://www.mvpdata.net/en/brands/go-global)
- The three cross-border services for brands: [Brand marketing](https://www.mvpdata.net/en/brands)

## Related terms

- [What does zhongcao (种草, seeding) mean in Chinese marketing?](https://www.mvpdata.net/en/glossary/zhongcao): Zhongcao (种草, literally "planting grass") is Chinese internet and marketing slang for content that makes people want to buy something by sharing first-hand experience or recommending a product; zhongcao marketing is a brand promoting products through such posts by creators or users. It is industry usage with no official definition.
- [What are in-feed ads?](https://www.mvpdata.net/en/glossary/in-feed-ads): In-feed ads are advertisements placed inside the content feed of a social media, news or short-video app, designed to look like the posts around them and seen as people scroll. In Chinese they are called 信息流广告 (xìnxīliú guǎnggào).
- [What is a KOL (key opinion leader) in marketing?](https://www.mvpdata.net/en/glossary/kol): A KOL (key opinion leader) is a person whose expertise or reach in a field shapes the opinions and purchase decisions of others. A KOC (key opinion consumer) reaches fewer people but feels closer to ordinary users.

[^1]: 《国务院办公厅印发《关于加快内外贸一体化发展的若干措施》的通知》 (Notice of the General Office of the State Council on Measures to Speed Up the Integration of Domestic and Foreign Trade), General Office of the State Council, 国办发〔2023〕42号. Published 2023-12-11. https://www.gov.cn/zhengce/zhengceku/202312/content_6919597.htm (Checked 2026-10-14, Unofficial translation)
[^2]: Advertising on TikTok - First Things to Note, TikTok Business Help Center. https://ads.tiktok.com/help/article/advertising-on-tiktok-first-things-to-note (Checked 2026-10-14, May be unavailable in mainland China)
[^3]: Introduction to the Advertising Standards, Meta Transparency Center. https://transparency.meta.com/policies/ad-standards/ (Checked 2026-10-14, May be unavailable in mainland China)