Communication between China
and international markets
— done properly.
A dedicated practice within GlobalCom for Chinese companies expanding into international markets — and for international brands entering Greater China. We run both directions from the same team, to the same standard, with native Chinese speakers on the ground in Greater China, Europe and the US.
For Chinese companies entering Europe and international markets.
If your brand is known in China but not yet credible in Europe, the gap is wider than most companies expect. European trade journalists expect different proof points. Procurement teams in Germany, France and the UK need local-language materials, local contacts and a communications partner who understands how their media actually works.
We handle the full picture. From positioning your brand for European audiences to day-to-day media relations in each target country — in the local language, with existing journalist relationships, coordinated by a senior lead who works in the European time zone. We have done this for Chinese brands in cleantech, EV, IT infrastructure and industrial technology across more than a dozen European markets.
Talk to the China Gateway team →For European and global brands entering or scaling in China.
Greater China is not a single market and not a translation problem. The media landscape, the platform environment, the stakeholder map and the regulatory cadence are different from anywhere else — and they change fast. International brands that try to run China comms from a European HQ usually find out the hard way.
We run it locally. Native Chinese-speaking consultants on the ground in Greater China handle the day-to-day work; senior leads in Europe keep the story consistent with everything else you are doing in your other markets. One contract. One reporting standard.
Talk to our China team →Not a translation desk. A practice.
Most international PR agencies treat China as an extension of their Asia-Pacific desk — or sub-contract it to a local Chinese partner they barely know. Either way, the result is the same: communications that look coordinated on paper and fall apart in execution.
GlobalCom China Gateway is structured differently. It is a dedicated practice within the agency with its own senior leadership, its own team in Greater China, and its own integration into our European and US operations. Inbound and outbound work is run by people who do it every day — not by generalists who happen to be staffed on a China brief this quarter.
The practice is built around three things our clients tell us are non-negotiable: native-language consultants in the markets where the work happens, industry depth for the sectors where Chinese-international flows actually concentrate (cleantech, EV, IT, industrial), and a single point of accountability in the European or US time zone for clients who do not run their business on Beijing hours.
Capabilities, in both directions.
Market-entry communications
Positioning, narrative architecture and launch comms for brands entering Europe from China — or entering Greater China from Europe and the US.
Media relations — trade and tier-one
Day-to-day media relations with European business and trade press, and with Chinese trade, business and platform-native media. Industry-specialist contacts on both sides.
Executive thought leadership
Op-eds, speaking platforms, awards programmes and analyst briefings — tailored to how senior decision-makers in each region actually consume content.
Product launches and trade events
Coordinated launches across multiple European countries for Chinese brands, and across Greater China for international brands. End-to-end event PR, including industry trade shows.
Platform & KOL relations in China
WeChat, Weibo and other Chinese social platforms; KOL identification and engagement; platform-native content adapted for the brands and audiences that matter.
Regulatory & reputational communications
Communications that account for the regulatory frame — ESG, data, trade, sectoral — and the reputational dynamics specific to Chinese-international business flows.
Where Chinese audiences actually are.
Reaching audiences in Greater China means working on the platforms they use, not the ones we are used to. Our China team works across the platform environment that matters for B2B and consumer brands — with confirmed coverage of the two below, and additional platforms covered through our colleagues in China.
Additional platforms — Xiaohongshu, Douyin, Bilibili, Baidu and others — are covered through our colleagues in Greater China on a brief-by-brief basis. We scope the platform mix to the audience, not the other way round.
Native Chinese speakers on three continents.
The China Gateway team is distributed by design. Native Chinese-speaking consultants in Greater China run the local work; colleagues in Europe and the US bridge time zones, brief consistency and account leadership.
On the ground
Native Chinese-speaking consultants based in mainland China, handling local media, platform and stakeholder work across Greater China.
European bridge
Native Chinese speakers based in Europe, working alongside our market teams. They translate briefs, coordinate inbound launches and stay close to European trade media for Chinese clients.
US bridge
Native Chinese speakers in the US, supporting Chinese clients targeting North American media and US-headquartered brands working into Greater China.
Chinese brands we support in international markets.
for Chinese companies
What Chinese companies actually need from us.
We are asked regularly why Chinese brands choose GlobalCom over a local European agency or a large global network. The answer is usually the same: we work in the European time zone, we understand the Chinese HQ communication dynamic, and we already have the sector expertise in the industries where Chinese brands are most active internationally.
Where Chinese-international flows actually concentrate.
The China Gateway practice does not try to cover every sector. It concentrates where the cross-border deal flow is real: cleantech and renewable energy, electric vehicles and mobility, IT infrastructure and cybersecurity, industrial automation, and selected consumer categories.
Those are the sectors where Chinese brands are most actively expanding into Europe and the US, and where European and US brands are most actively investing in Greater China. They are also the sectors where GlobalCom has the deepest industry teams — so the China Gateway team plugs into existing industry expertise rather than starting from scratch.
Expanding from China into international markets?
Book thirty minutes with our China Gateway lead. Tell us your target markets, your sector and your timeline. We will tell you what a realistic communications programme looks like — and what it costs.