《品牌出海》 (Brands Going Global)
Founder’s perspective
Long-term practice,
cross-border growth.
A note from our founder
I founded WeCross.US to help Chinese brands understand, enter, and grow in the U.S. market through local insights, market-entry guidance, and business connections.
This work builds on my book 《品牌出海》 and more than 25 years of leadership experience at Walmart China, 99 Ranch Market, and Wanda Sports Group—spanning retail operations, business transformation, a Nasdaq IPO, and international M&A.
I bring an operator’s and a CFO’s perspective to cross-border growth: connecting customers, channels, and local execution with financial discipline and capital strategy.
Author biography from the original book jacket
At the time this book jacket was written, Brian Liao was Chief Financial Officer and Chief Administrative Officer of the U.S.-based Tawa Group. He had spent 17 years in senior roles at Walmart, contributing to its growth in China, its large-scale procurement and exports, and the expansion of Sam’s Club. He also helped Wanda Group restructure its international sports assets and complete a Nasdaq listing. His work spans the markets, operations, and cultures of both China and the United States. He has held board or council positions with China–U.S. business, retail, trade, and foreign-investment organizations.
Positions are preserved as they appeared on the original jacket and reflect the time that copy was written.FROM THE ORIGINAL BOOK JACKET
Endorsements of the book
From industrial planning to brand upgrading, and from compliance and risk management to localized operations, companies urgently need a systematic methodology and benchmark cases they can learn from. This book arrives at precisely that moment. Grounded in a new phase of corporate globalization, it comprehensively sets out the strategic path and practical priorities for taking brands overseas. It is an important reference for strengthening Chinese companies’ competitiveness across global industry, value, and brand chains.
As we witness a new wave of Chinese companies going global, Brian Liao’s book Brands Going Global could not be more timely. His decades of hands-on experience with brands in China and the United States give the book unusual authority and credibility. With a deep command of the subject, Brian has written a guide that is both practical and systematic—an invaluable reference for any Chinese entrepreneur or company seeking to expand overseas.
This is truly an ‘encyclopedia’ and a ‘complete toolkit’ for taking brands global. Its modules connect the entire lifecycle of international expansion in a rigorous way, from strategic context to growth opportunities, with both breadth and depth. More importantly, the author turns conceptual models into actionable strategies and adds numerous tips and cautions. Whether you are new to overseas markets or an experienced leader refining a global footprint, this book offers enduring insight and guidance for action.
This book builds a complete system, from strategic planning to deep local execution. Combining a global outlook with practical on-the-ground implementation, it offers companies strategic guidance to cross market barriers and build lasting competitiveness. It is an indispensable decision-making reference on the journey overseas.
Against the backdrop of global supply-chain restructuring and rapidly changing consumer markets, Chinese companies have reached a critical stage in improving the quality of their overseas brand expansion. Supported by rigorous research and a systematic structure, the book brings together strategic choices, business-model design, supply-chain coordination, compliance governance, and localized operations into a coherent, practical body of knowledge. It is a professional work with methodological depth and practical value, offering a useful roadmap for companies exploring global markets and important insights for strengthening the global competitiveness of Chinese brands.
English translations of the confirmed Chinese cover copy. Titles reflect the book-jacket credits. These endorsements concern Brian Liao’s book, not WeCross subscriptions or services.