This grand book launch was not only a presentation of a new publication but also an in-depth exploration of overseas marketing for Chinese enterprises. The event was hosted by Mr. Tang Wen, CEO of Hydrogen Atom, and commenced with an opening speech by Xu Quanjun, Executive Deputy Director of Shenzhen Publishing Group Shenzhen Publishing House.

The launch event was divided into three segments: a live speech by Dr. Cao Hu, an open forum with guests related to overseas expansion, and an offline closed-door discussion. The first two segments were live-streamed online, while the closed-door discussion was exclusively for offline attendees. This setup allowed a broader audience to participate in the discussion about going global while ensuring the privacy and professionalism of in-depth conversations. 

Dr. Cao Hu, Global Partner of Kotler Consulting Group and CEO of Singapore and China  

In the first segment, Dr. Cao Hu shared "KMG's 19 Marketing Insights" with entrepreneurs from various fields, introducing the writing background of "Spillover," its key insights, and the successes and failures of Chinese enterprises expanding overseas in recent years. Dr. Cao emphasized that going global is not just about exporting products but also about spreading culture, brands, and values. He noted that enterprises must deeply understand the cultural background, consumption habits, and legal regulations of target markets to develop effective overseas marketing strategies.

The second segment was an open forum, featuring discussions with civilization historian Chen Haowu, Lou Xiangpeng, Chairman of Forise Consulting, and Xu Rongyuan, Deputy Director of Guantao Law Firm, alongside Dr. Cao Hu.

The guests explored topics such as how enterprises can succeed in "global business," pitfalls to avoid in overseas expansion, essential capabilities for enterprises, promising destinations for growth, and future trends in going global. These discussions covered not only marketing strategies but also multi-dimensional considerations such as legal and financial aspects, providing a comprehensive perspective for enterprises venturing abroad.

In "Spillover," Dr. Cao Hu presents a core viewpoint: viewing "winning" in China from a macro perspective of international geopolitics and global industrial division of labor. He argues that entrepreneurs tend to be pessimistic in the short term, nihilistic in the long term, but inevitably optimistic in the medium term. This perspective resonated widely with the guests at the forum. They agreed that despite the complex and ever-changing international landscape, the potential for Chinese enterprises to expand overseas remains vast. The key lies in seizing opportunities and mitigating risks. 

In the third segment, the closed-door meeting, the event organizer Xianzhi Bookstore also invited Ms. Wu Xiangyu, Director of Deloitte Tax and Business Advisory, to join the discussion. From a professional standpoint, Ms. Wu provided valuable advice and guidance on tax and business consulting for enterprises going global. She emphasized that tax planning and compliance are critical factors for successful overseas expansion.

During the closed-door meeting, Dr. Cao Hu further elaborated on his views, stating that going global is not merely an economic activity but also an exchange of culture and civilization. He advocated for enterprises to "integrate into the global business order" and "uphold the spirit of contracts," viewpoints that resonated deeply with the attending entrepreneurs. 

Throughout the closed-door session, several experts and over twenty entrepreneurs engaged in detailed, in-depth discussions around four "real challenges" for Chinese enterprises going global: international industrial layout, cultural integration, legal differences, and financial capital, all conducted in a roundtable format.  

Through this launch event, it becomes evident that going global for Chinese enterprises is no longer a simple trade activity but a complex process involving multiple aspects and layers. Enterprises must prepare in various fields, including marketing, legal, and financial, to stand firm in the wave of globalization and achieve sustainable growth and development.

The release of "Spillover" not only provides valuable theoretical guidance for Chinese enterprises but also offers rich case studies for overseas practices, making it a significant work in the field of overseas marketing for Chinese enterprises. 

Note: "Spillover" is now available on major mainstream online book retail platforms.