Nowadays, it's no longer news for Chinese companies to "go global." In the early days, Chinese enterprises earned the title of the "world's factory" by producing goods that met basic needs, leaving a lasting impression of "extreme cost-effectiveness." Today, however, Chinese smartphones are beginning to dominate markets in Africa, and Chinese lifestyle toys are gaining popularity worldwide—Chinese brands are increasingly shining on the global stage.
If Our Company Didn't Go Global, We Wouldn't Have Built Feishu
On August 27, at the Feishu Advanced Productivity Summit themed around globalization, Feishu Chief Commercial Officer Lin Chan said: "We've observed that Chinese enterprises going overseas have entered a new phase—from selling products globally to building international brands, truly stepping into the era of global operations. Feishu is ready to accompany everyone in embarking on this 'Age of Exploration.'"
Feishu Is Inherently Designed for Global Collaboration
According to the "2024 Top 100 Chinese Global Brands" list, among the top ten emerging brands going global, six are currently using Feishu, including MINISO, Anker Innovations, and Insta360. Lin Chan specifically noted: "Most of today’s highly competitive Chinese new energy vehicle brands internationally have become Feishu customers, such as NIO, Li Auto, and XPeng."
"In 2016, we realized there was no existing product in the market that could meet our needs for international collaboration. This forced us to constantly switch between internal tools, yet still failed to satisfy business demands. Therefore, if our company hadn’t gone global, we wouldn’t have built Feishu," said Lin Chan. Indeed, Feishu was born with a DNA for global collaboration.
In product design details, Feishu consistently strives to accommodate users from diverse cultural backgrounds. For example, Feishu supported multi-skin-tone emojis from its early stages. "The 'OK' hand gesture means 'no problem' in China, but in France or Belgium, it can imply that someone is 'worthless.' That’s why we offer both gesture and letter-based emoji options. From day one, our product design has been rooted in respecting people from different cultures," Lin Chan explained. "Only by embracing differences can we achieve more efficient collaboration. When everyone integrates more seamlessly into the company’s larger system, organizational efficiency naturally improves."
Cross-border compliance is an unavoidable challenge for companies expanding overseas, and meeting data privacy and security requirements across different regions is critical. Since its inception, Feishu has cumulatively invested hundreds of millions of yuan in cross-border compliance solutions, storing employee data from domestic and international offices on separate nodes to comply with data residency regulations in various countries and regions. Currently, the international version of Feishu has obtained multiple internationally recognized certifications, making it the only collaborative office product in China to receive certification under the Asia-Pacific Cross-Border Privacy Rules (CBPR) system and the U.S.-EU/UK Data Privacy Framework (DPF).
Business Leads, Feishu Sails—Ensuring Safe Passage
Going global is a gradual process for enterprises, evolving from product exportation to the globalization of organizational capabilities. At this stage, selecting the right digital tools is crucial. At the summit, Lin Chan shared multiple case studies of Feishu clients, showcasing how Feishu supports organizations in collaboration, cross-cultural management, and AI adoption.
J&T Express, a leading global express brand, uses Feishu daily for communication among its 200,000 employees and franchisees. Feishu’s real-time collaboration and asynchronous communication features allow teams across different time zones—such as Indonesia and Vietnam—to work together without waiting for specific meeting times. During international meetings, real-time translation powered by Feishu’s speech large model quickly removes language barriers, enabling participants to join smoothly in their native languages. Moreover, Feishu’s Multidimensional Tables act as a “lightweight system-building tool,” helping local outlets rapidly build regional management systems while seamlessly syncing data with headquarters.
Transsion, known as the "King of Africa" and guided by the philosophy of "global thinking, local innovation," places great emphasis on localized operations across global markets. Its sales network now covers over 70 countries and regions. By leveraging Feishu’s Multidimensional Tables, Transsion has developed dozens of business management tools to address challenges in sales training, material tracking, and issue follow-ups, enabling real-time synchronization of global business progress.
Ecovacs, a global brand operating in nearly 170 countries and regions and serving over 50 million households, faces significant challenges due to diverse user languages and varying feedback across regions. To tackle this, Ecovacs’ overseas division leverages Feishu AI for comment tagging and intelligent translation. User reviews are directly imported into Multidimensional Tables, where Feishu AI quickly provides translated results and extracts key evaluation points. The system also automatically categorizes and tags comments, assigning issues to relevant ticket owners and establishing a closed-loop workflow from analysis to resolution.
Feishu Advanced Productivity Summit
Lin Chan stated: "Feishu will do everything possible to help enterprises raise three sails—organization, culture, and AI—fill them with wind, and provide secure operational channels and compliance safeguards, empowering Chinese enterprises to sail smoothly across global markets and achieve faster, farther, and more stable growth."