For Chinese firms to succeed abroad they must go beyond selling products to achieve 'taking values overseas,' and that requires telling a good story, a suggestion carried in a Huanqiu commentary said.

In global markets, a brand's success is not decided by function and price alone. The values a firm pursues, trust in quality and communication with local society must work together to build lasting trust.

'Storytelling' is not mere publicity but explaining what a company stands for in the language and context of local consumers. Cultural sensitivity and localization decide success.

This paper relays corporate global strategy neutrally as economic and management information. A brand crossing borders echoes the long experience of Chinese communities in bridging different cultures.