GloCalization: learnings from Uber, WeWork and Alibaba [TechCrunch Shanghai]

Brands understand that consumers are global. Until now when we talked about global companies, these meant merely been in anywhere, offering the same product in the world but not a global service.

Technology has helped to establish a real global picture: besides products, it’s more important to provide consistent service—understand and adapt to the mentality of different consumers. Thanks to billions of data that are summarizing our life we know more and more about consumers.

Sougu summed up the 3 main obstacles for going global:

1. Technology
2. Economy
3. Culture and idiosyncrasy

But how to solve these issues?

From ZTE we got these takeaways:

1. Big data and artificial intelligence support by new technologies are the keys.
2. You will need foreign-local partners on board
3. Integrate in the culture of the country you go

During TechCrunch in Shanghai last June I had the opportunity to meet two companies who obtained this ‘global’ label: Uber and Wework.

Uber

Uber has launched Uber Travel in China with the purpose of serving Chinese travelers with worldwide service. From a car, a motorbike, to a boat or even an air balloon Uber is able to match with your trip, your needs and your preferences everywhere in the world. ‘We offer free valuable information to our clients about where to go and what to do’.

Nonetheless, Uber aims to something more, like Yin Wang, Vice-president of Uber China, explains “Uber is not a one-task app**”. Uber will be the app where you can arrange your life wherever you are.

What brought the success to Uber in China, and in other many countries is this simple idea “Localize to be global”. We must adapt our products, our operations, or services, our communication to each new market. You need to operate with a local attitude. Yin Wang disclosed Uber’s strategy. Local partners play a key role in their approaches. By using local alliances you are able to offer a local services to global users.

Update: Uber sold China Operations to Didi Chuxing

[**Note:  Opposite to what is happening in Western countries where a company try to diversify their products in different apps. For example: Google: Search, hangouts, G+, Gmail, etc…] In Asia companies and consumers tend to have and to use one app for everything (Wechat, Alipay, Uber…) This all-in-one app concept allows the company to have many users spending longer time in their environments by not fragmenting their audiences]

Wework

Less famous than the one above, but interesting as well, Wework is a worldwide co-working space company. We all know what a co-working office is. But what does mean to be ‘Worldwide’? Simple!  The tenant member of Wework is a worldwide member. They can benefit from all the spaces that the company has all around the world. Let’s look at an example: you are a German company doing a business trip to Shanghai. No problem! You will have all the facilities and a space to work in Wework Shanghai. Are you a Chinese company who wants to go to US? No problem, not only you will have an office, but also you will have other members helping you launch your company in another country. Wework opened their first space in Shanghai recently and they are finishing 2 more in the city. Wework looks after their member and satisfied told us that 77% of its members collaborate with each other.

As you can read in their site: Our Mission is to create a world where people work to make a life, not just a living. And I would add: anywhere, anyplace!

B2B, B2C, P2P, O2O and all the acronyms you want to use are becoming global, therefore companies should start offering also global solutions.

In its eagerness to go global, Alibaba has developed AGLA (Alibaba Global Leadership Academy) in order to equip train ambassadors with deep knowledge not only in the new target country but also in the original country, China. Alibaba never loses its mission and view of helping business to do commerce by using Internet. However, they have expanded their sights from Chinese business to ‘any country’ business.

Are you ready for a real GloCalization?

Teresa Marín, correspondent when and where the occasion calls for it, 2geeks1city.