Shenzhen's corporate expansion abroad is transitioning from merely shipping products to establishing a lasting local presence. During the 2026 8th Global Localization Conference (WaveGlocal Conference 2026) held in Shenzhen on September 10, this shift took center stage under the banner "A New Era of Glocalization: From Rooting to Flourishing." At this premier Chinese overseas expansion summit, Criteo, a commercial intelligence advertising platform, mobilized its core management teams spanning global strategy, AI technology, Asia-Pacific operations, and the Greater China market for the first time to discuss AI, evolving consumer decision-making, cross-channel marketing, and strategies for Chinese brands to achieve long-term success internationally.
The conference's location in Shenzhen is no coincidence, aligning perfectly with the city's industrial structure. As a hotspot for cross-border e-commerce and consumer electronics, Shenzhen ranks among China's most active hubs for brand globalization. During the event, Dianli Wang, Managing Director of Criteo Greater China, repeatedly highlighted Shenzhen's significance, noting that consumer electronics is a Shenzhen stronghold, with sellers and brands from the city forming a substantial part of Criteo's overseas expansion clientele. From consumer electronics to home goods, outdoor gear, and fashion beauty, the spectrum of Chinese enterprise globalization is broadening. This expansion brings new challenges: initial concerns were about acquiring traffic, but now the focus is on cracking the local market effectively.
From chasing bestsellers to understanding local consumers
Over the past decade or more, Shenzhen's cross-border e-commerce sector has refined a rapid-response playbook, characterized by quick supply chain reactions, fast product iteration, and swift ad-testing, allowing quick scale-up of any winning product. However, this approach is hitting its limits. Wang noted during the conference that the biggest hurdle to true localization is a genuine understanding of the local market, contrasting past methods where smaller sellers chased trends merely by copying what sold well, a model that only follows market shifts "and may become obsolete after six months, forcing you to look for the next item." She argued that only by truly understanding local culture and consumption preferences can companies shift from being followers to leaders. This profound understanding directly informs operational details: product design, feature priorities, consumer purchasing channels, and effective communication strategies.
Shopping habits vary significantly across markets. For instance, Siwei Lu, Managing Director of Criteo Asia Pacific, observed that many Japanese consumers research products online but finalize their purchases at physical stores. In parts of India, there's a high premium on instant delivery. Even within Asia Pacific, consumer journeys differ, making it impossible to replicate strategies directly. For increasing numbers of Shenzhen brands evolving from cross-border sellers, supply chain and operational efficiency are no longer the sole benchmarks. The ability to grasp local consumer nuances is quickly becoming a critical success factor.
Overseas teams expand from warehouse roles to legal, branding, and relationship management
More intricate than consumer habits is the domain of compliance. Wang observed that five or six years ago, overseas teams of many Chinese enterprises were predominantly responsible for logistics, warehousing, and customs clearance, simply executing directives from headquarters. Today, mid-to-large companies are directly recruiting for roles in legal affairs, regulatory compliance, public relations, and even government relations in foreign markets. She emphasized that while Chinese enterprises have built formidable capabilities in logistics, technology, and platform operations, the truly challenging aspects to replicate are cultural comprehension and regulatory adherence. Data privacy, advertising rules, and consumer culture vary widely across North America, Europe, the Middle East, and Japan; even within Europe, each country has unique rules and market dynamics. For companies aiming to operate for five or ten years in a foreign market, relying on a one-size-fits-all remote strategy from headquarters is no longer effective.
This was a key discussion point at the Criteo conference. According to Criteo's disclosures, it currently assists over 1,000 Chinese enterprises in overseas markets, reaching over 100 countries and regions, covering sectors like consumer electronics, fashion, beauty, home goods, and outdoor equipment. Criteo also stated that its China business has seen double-digit growth for three consecutive years since 2022, making it its third-largest contributor to Asia-Pacific revenue. As the needs of Chinese enterprises evolve, supporting services are extending deeper into business operations. The demand is no longer just for ad placements, but for comprehensive services including consumer insights, channel selection, compliance, and local operational support.
AI opens a new gateway, but long-term success demands local expertise
AI was another high-frequency topic at the conference. Marc Fischli, Managing Director of Criteo International Markets, stated that AI is fundamentally changing how consumers discover products and make purchasing decisions. The traditionally linear "discover-evaluate-purchase" journey is shortening, and search is no longer the sole entry point. Lu elaborated in an interview that Criteo's data shows 96% of consumers using AI shopping assistants still concurrently employ search engines, social media, retail platforms, and brand websites. AI adds a consumer entry point but doesn't simply substitute existing channels. Criteo showcased several AI-driven capabilities at the conference, including conversational ads, AI agent audiences, and MCP-driven ad campaign creation with performance measurement. A closed-door AI session was also held, featuring Flavian Vasile, Chief AI Architect, and other executives to discuss with exporting brands how AI can be integrated into marketing decisions and consumer behavior analysis.
Consumer electronics is arguably one of the first industries in Shenzhen to feel these shifts. Wang predicts that products with high price points, complex specifications, and requiring significant consumer comparison are prime candidates for AI-assisted decision-making. However, she cautioned businesses against viewing AI merely as a cost-cutting and content-generation tool. While AI can lower the barriers to entering foreign markets, it cannot substitute for a long-term, deep-seated understanding of local culture, regulations, and consumer behavior. For Shenzhen's overseas-oriented companies, supply chain efficiency, manufacturing, and operational speed remain vital. However, as they transition from sellers to established brands, sustaining long-term success overseas hinges on more than just identifying the next hit product. The critical questions now taking precedence are how consumers make decisions, how local rules operate, and how brands cultivate lasting relationships with their markets—issues often obscured by their previous rapid-response playbook. In making the leap from chasing hot items to embedding themselves locally, Shenzhen enterprises are now learning this essential lesson in localization.