As the global economic center of gravity gradually shifts toward Asia, more and more companies are viewing the region as a growth engine. The following example illustrates the successful expansion of a European smart home device company into both Asian and global markets, demonstrating its comprehensive capabilities in strategic positioning, localized operations, and global brand building.
Headquartered in Germany, the company's primary products include smart lighting, security cameras, and voice control systems. Starting in 2015, the company decided to expand its focus from Europe to Asia, initially targeting Singapore, followed by expansion into Japan, Mainland China, and India, ultimately establishing a global sales network.
The first step was to clarify market positioning and local needs. In Asia, the company found that consumers prioritized product compatibility and intelligence, and were particularly sensitive to language compatibility for voice control. Therefore, the company developed a multilingual interface specifically for the Asian market and optimized system integration with major platforms such as Xiaomi, Xiaodu, and Alexa Asia.
The second step was to establish a local team and channels. The company established its Asia-Pacific headquarters in Singapore and established a localized marketing and technical support team to quickly respond to customer feedback. In the Japanese and Chinese markets, the company partnered with major local e-commerce platforms (such as Rakuten and JD.com) to establish an online distribution network, significantly increasing brand exposure.
The third step was to participate in regional trade shows and develop a global brand strategy. The company regularly attends major trade shows such as CES Asia and the Hong Kong Electronics Show. By collaborating with Asian retailers and government projects, the company has entered B2B projects in smart cities and smart homes, enhancing product credibility and increasing government procurement opportunities.
During its global expansion, the company leveraged free trade agreements (such as the RCEP and the EU-Japan EPA) to optimize cross-border tax and tariff costs, while also leveraging the German export credit guarantee system (Hermes Cover) to mitigate international order risks.
Result: In just three years, the company's overseas revenue share increased from 25% to 60%, with Asia contributing over half of this. Its products are now available in 35 countries and regions, establishing a stable global partnership network.