Phoenix New Media North America and Xavvi Forge Deep Strategic Partnership; GLOBE 365 Empowers Chinese Brands to Go Global
Updated: 20 hours ago
Peter Wu, CEO and founder of Xavvi
Xavvi Holding Inc. has entered into a comprehensive strategic partnership with iFeng.com’s North America Channel. By integrating media endorsements, local resources in North America, creator ecosystems, and AI-driven digital operational capabilities, the two parties are launching the "GLOBE 365: Global Brand Transformation Initiative." This initiative kicks off with an open call for high-quality Chinese manufacturing enterprises, aiming to pioneer a new, high-quality path for global expansion—combining "Chinese supply chains, North American local branding, creator matrices, and AI-powered long-term operations." The goal is to help Chinese companies move beyond simple product exports and achieve genuine, deep-rooted brand globalization.
As the global trade landscape evolves, many Chinese manufacturers boasting superior product quality find themselves trapped in a long-standing dilemma: they offer high-quality products but lack brand recognition and direct overseas distribution channels. Traditional approaches to international expansion—such as contract manufacturing and attending overseas trade shows—entail high costs and offer only fleeting exposure, making it difficult to build lasting brand equity, content assets, or stable B2B and B2C sales channels. Consequently, many exceptional Chinese products remain invisible to consumers and buyers in North America and across the globe. The strategic partnership between Xavvi and iFeng North America aims to resolve these industry pain points. By elevating their collaboration to a new level, the two parties have established a comprehensive support framework—integrating media empowerment, localized execution, and commercial implementation—to lay a solid resource foundation for the GLOBE 365 initiative.
Leveraging this strategic partnership, iFeng North America will utilize its strengths as a media platform to provide brand endorsement, content dissemination, and business matchmaking support in North America. Xavvi will oversee end-to-end project execution and operations, contributing its local North American teams, creator resources, showroom facilities, cross-border supply chain capabilities, AI-driven operational systems, and distribution networks. By combining their respective strengths, the two parties will establish a comprehensive value chain—spanning brand building, content production, creator collaborations, and B2B business development through to warehousing, fulfillment, and sustained year-round operations—enabling domestic enterprises to bypass the trial-and-error process of navigating overseas markets and access a one-stop solution for localized global expansion.
GLOBE 365 is not merely an overseas business trip or a standard export service; it is a systematic initiative designed to take brands global, comprising pre-departure preparation, an intensive ten-day launch phase in the U.S., and 365 days of continuous global operations. Moving beyond the fleeting exposure of traditional trade shows, the project aims to create a "digital global showroom that never sleeps." It goes beyond seeking short-term orders to help enterprises build long-term intangible assets—such as localized co-branded partnerships, original content libraries, creator distribution networks, B2B procurement resources, and scalable operational systems—thereby enabling the transition from simply "selling products" to "building a global brand."
Core Project Advantages
1. Innovative Model: Creators as Brand Co-creation Partners
Leverages a network of over a hundred North American creators, covering multilingual content distribution across short-video and social media platforms. Creators are not merely targets for ad placement; they are deeply involved in co-branding, content production, and product distribution. This approach opens up diverse sales channels—including TikTok, Instagram, YouTube, independent e-commerce sites, and Amazon—while lowering the cost of a brand's initial market entry.
2. AI-powered End-to-End Global Expansion
Utilizes AI tools to assist with brand storytelling, multilingual content generation, inquiry handling, and customer follow-ups. This overcomes time zone and language barriers, enabling 24/7 brand engagement. AI serves as an efficiency tool, complemented by professional human oversight to ensure output quality and regulatory compliance.
3. Closed-Loop Execution: Ten-Day Intensive Launch & 365-Day Ongoing Support
After completing preliminary preparations, enterprises travel to Los Angeles for ten days of intensive, on-the-ground execution. This phase covers influencer matching, co-branding negotiations, content production, brand visual identity development, B2B channel recruitment, and fulfillment cost analysis, culminating in a comprehensive annual growth roadmap. Upon returning home, the operations team provides 365 days of continuous support—managing content distribution, lead conversion, and channel expansion—to maintain sustained market momentum.
Comprehensive Supply Chain & Compliance Assurance
Integrates the full logistics chain from domestic consolidation warehouses to overseas fulfillment centers. Provides supporting services for export qualifications, customs clearance, overseas tax compliance, and the establishment of overseas business entities, balancing B2C retail with B2B global channel recruitment while effectively managing risk and driving business growth.
Significant Industry Impact: Reshaping the Narrative of "Made in China" Going Global
Over the past few decades, Chinese manufacturing has expanded globally thanks to immense production capacity, yet it has largely remained hidden behind overseas brands. The launch of the GLOBE 365 initiative redefines the logic of Chinese enterprises going global: maintaining core strengths in product, quality, and delivery capacity on the manufacturing side, while addressing gaps in branding, content, traffic, and local channels on the overseas side.
It moves beyond the old model of competing on low prices and margin arbitrage, transforming the manufacturing prowess of Chinese factories into brand value that the global market understands, shares, and is willing to purchase. Enterprises gain not only potential orders but also a globally oriented operational capability that can continuously evolve. For the industry, this model offers a replicable blueprint for brand globalization across key sectors—such as light industry, smart hardware, apparel, and home goods—helping more "Made in China" products upgrade into "Chinese Brands" on the world stage.
Initial Recruitment Details
The project’s first phase will strictly vet participating enterprises, capping the intake at ten companies. Priority will be given to physical factories and brand enterprises that possess stable production and supply capabilities, products with visually compelling selling points, a foundation in foreign trade, and a commitment to building their own overseas brands. Priority categories for evaluation include beauty products, leather garments, creative hosiery, smart small appliances, outdoor gear, personal health and wellness products, and home goods.
Enterprises unable to travel to the U.S. in person may participate by shipping samples and joining remotely, with an authorized local team facilitating on-site connections. Selected enterprises will complete data submission and capability assessments, and must finalize a comprehensive set of globalization materials—covering products, factories, qualifications, and brand assets—21 days in advance to ensure full readiness for the U.S. launch phase.
Peter Wu, founder of Xavvi, stated: "Going global is not merely a trip or a trade show; it is a long-term endeavor. Through our strategic partnership with iFeng North America, we aim to harness the combined power of media, local creator ecosystems, AI technology, and China’s top-tier supply chains. We want to help Chinese enterprises that are dedicated to solid product craftsmanship truly take center stage on the global platform."
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