In China, for China ", Brother (China) embraces the Chinese market with digital transformation

As the world's first international exhibition with an import theme, the CIIE provides a unique development environment for multinational enterprises. In the view of Zhang Yan, Chairman and President of Brother (China) Commercial Co., Ltd., an old friend of the CIIE, the CIIE is a key bridge for foreign companies to quickly introduce and adapt their latest technologies and products to the Chinese market. The CIIE can more efficiently connect brands with the government, enterprises, and users, and even extend the exhibition effect from 6 days to 365 days throughout the year

As a "full-time student" of the CIIE, Brother (China) has chosen "In China, for China" as the theme for this year's conference, hoping to convey long-term confidence in the Chinese market through the CIIE: whether it is the cloud charging printing series products targeting the pain points of Chinese users or the sewing and embroidery all-in-one machines equipped with the latest AI technology, they have demonstrated their core commitment to meeting Chinese needs and serving Chinese users.

During the CIIE, Brother (China) reached a cooperation agreement with Alibaba Cloud and Salesforce. The three parties will share resources, technology, and market insights to jointly create a service ecosystem with differentiated competitive advantages. Zhang Yan said, "Data is the key to transformation, and we need to build a standardized data platform to enable enterprises to shift from sales driven to data-driven user value operations." This cooperation focuses on business process optimization and user demand mining. With the technical support of Alibaba Cloud, Brother (China) is achieving a fundamental transformation from "product centric" to "customer-centric". Regarding the prospect of digital transformation, Zhang Yan is full of confidence: "The competition of enterprises in the future is the competition of data insight ability. We need to make data serve users and enable solutions to predict needs in advance." She said that only by rooting in the local area and embracing change can we achieve long-term growth in the wave of digital economy.

Behind digital cooperation is a profound transformation of Brother (China)'s business model. In the face of homogeneous competition, Zhang Yan proposed the idea of "breaking out of the 'price war' and focusing on the 'value war'": "Simply competing on hardware prices has no way out. We need to provide integrated solutions that include hardware, software, and services to help users solve their real pain points

At the product level, Brother (China), based on a precise grasp of the pain points in the printing market, has recently officially launched a new member of the cloud charging family - the A4 color inkjet multifunctional all-in-one printer DCP-20W, bringing more transparent, worry free, and high-quality color printing output services to home and small office users.

Facing the new development era, Zhang Yan stated that enterprise growth needs to be synchronized with national strategies. Brother (China) is accelerating its technological layout: on the one hand, introducing AI tools to improve enterprise efficiency, and on the other hand, helping users enhance productivity and creativity through technological innovation. Along with digital transformation, green development has become another important foundation for Brother (China). Brothers (China) have devoted themselves to the cause of desertification control, persistently planting trees in Alxa, Inner Mongolia for 13 consecutive years, with a total of over 100000 trees; In Yunnan, helping a group of women earn income through embroidery. Zhang Yan said that sustainable development is the core competitiveness of a company.

After years of deep cultivation in the Chinese market, Brother (China) has accumulated a solid foundation in localized research and development, channel construction, and service system building. In the face of the increasingly diverse demands of the Chinese market, Brother (China) will accelerate its independent development process in the next three to five years, forming an innovation loop of 'technology research and development - commercial landing' to promote both directions. At the same time, it will continue to pay attention to new domestic consumption trends, develop mature solutions for software and hardware matching around user needs, and achieve long-term win-win development with the Chinese market through deeper localization layout, "said Zhang Yan. (Zhang Shan)

Source: Global Times Author: Zhang Shan