The Courage to Confront Challenges: A Year of Global Expansion for 12 Entrepreneurs

Throughout the past year, "going global" has remained a dominant theme across industries, shaping strategic decisions and market narratives.

As an early-stage investment firm that has been tracking cross-border opportunities since 2016, we have closely observed this surge in enthusiasm. However, amidst the widespread momentum, we continuously ask ourselves:

What does "going global" truly mean for startups? Should every company actively pursue international expansion, or is this wave of globalization more nuanced than it appears?

From our long-term investment experience, we recognize that if global expansion were a test, there would be no standardized answer. Companies of different scales, industries, and development stages must navigate their own unique paths, refining strategies through real-world execution. However, one undeniable truth is that those who have already embarked on this journey—whether through successes or setbacks—offer valuable lessons for others considering the same path.

During the lunar new year, 01VC conducted in-depth interviews with 12 of our portfolio companies, providing a comprehensive assessment of their global expansion efforts in 2024. Among them are market leaders with extensive international experience as well as emerging challengers taking their first steps toward globalization. These companies span diverse sectors, from B2B industrial manufacturing to B2C cross-border consumer brands, each facing distinct opportunities, challenges, and market dynamics. Whether they achieved significant milestones or encountered obstacles, our objective has been to capture their experiences with authenticity and clarity, highlighting the critical moments and key strategic insights from their journeys.

From nearly 100,000 words of interview transcripts, we have distilled this comprehensive year-end analysis, offering a concise yet insightful retrospective. We hope that these 12 entrepreneurs' real-world experiences provide valuable perspectives for those navigating or considering global expansion.

We invite you to share your own internationalization experiences in the comments and join the conversation on the evolving landscape of cross-border entrepreneurship.

Tegene Robot (Tiangong)

"Expanding internationally is a formidable challenge—at the outset, everything is uncertain, and no company is ever fully prepared."

In early winter 2024, Tiangong (TEGENE)successfully shipped its first batch of equipment to the United States, marking a significant milestone in its global expansion strategy. As leading Chinese enterprises such as Temu and Shein accelerate their international operations, Tegene has identified a growing demand for automated warehousing solutions, particularly as cloud-based logistics services lag behind market needs. Across North America, Europe, Japan, and South Korea, the high cost of manual labour continues to be a critical pain point for businesses.

"International expansion is an imperative, not an option—the trend of automation replacing manual labour is irreversible," asserts Hu Wenda, COO of Tegene.

Since its inception, Tegene has prioritized product excellence, adhering to a “refine before scaling” philosophy. The company has deliberately maintained a low profile, focusing on enhancing product capabilities and optimizing solutions before broad market expansion. In 2024, Tegene achieved a major domestic breakthrough, successfully delivering China's first large-scale sorting system capable of processing tens of thousands of items per hour. This milestone not only set a new national efficiency record but also attracted interest from several globally recognized enterprises, reinforcing the company’s potential in international markets.

As a new entrant to overseas markets, Tegene likens its current stage to "pre-dawn darkness”. "Expanding globally remains a complex and challenging endeavour. At this stage, there is no 'perfect' moment to be fully prepared," the company reflects. "However, the successful execution of our first international delivery has significantly strengthened our confidence. It is akin to witnessing the first light of dawn—though the landscape is still uncertain, the horizon is beginning to illuminate with new possibilities."

Hai Robotics

"Before identifying and solving a problem, one must first have the mindset to confront it head-on."

Hai Robotics has made significant strides in international expansion, with its business now spanning 40+ countries and regions. In 2024, for the first time, its overseas revenue surpassed domestic revenue, accounting for more than 50% of total business volume. Despite these achievements, CEO Chen Yuqi reflects on the past year with a single defining word: "confrontation."

To confront challenges means embracing a pragmatic mindset—before identifying and resolving issues, one must first be willing to face them directly. In the first half of 2024, one of Hai Robotics' key international markets underperformed compared to expectations. Instead of rationalizing the results with the assumption that "other regions performed well, so perhaps this market is simply weaker," Chen took decisive action—leading his team on an on-the-ground fact-finding mission to determine the root cause of the issue.

Through extensive engagement with regional customers and system integrators, the team was able to uncover the fundamental reasons behind the market's underperformance. "The way we ask questions is crucial. If we ask the right questions, customers and partners are willing to provide honest and valuable insights," Chen explains. Following this in-depth analysis, Hai Robotics adjusted its sales and product strategies accordingly.

This experience reinforced a deeper understanding of internationalization for Chen. "While many companies discuss global expansion, the reality is that each country operates under unique market dynamics. If we truly want to succeed, we must gain a clear understanding of the local market structure, including the end customers and partners, and design strategies tailored to each region." From his perspective, Hai Robotics remains in a constant state of learning and iteration when it comes to internationalization. “At its core, globalization is about leveraging global resources to identify market opportunities, develop products, sell effectively, and generate profits. However, achieving this requires a pragmatic mindset—facing challenges directly rather than attributing shortcomings solely to external market conditions.”

Learn more about Hai Robotics: https://www.hairobotics.com/

BangBang Robotics (Robooter)

"Global expansion requires patience and strategic execution—respecting business cycles and sustainable growth is key."

In 2024, Shanghai Bangbang Robotics Co.,Ltd s achieved significant milestones in its global expansion efforts. The company’s overseas business grew by 220% year-over-year, extending its market coverage to 65 countries and regions, while its core markets expanded from 3 to 11. However, despite these impressive growth figures, Li Jianguo, founder of Bangbang Robotics, acknowledges that the company’s initial targets were set with a degree of over-optimism. Nevertheless, through strategic adjustments, the company successfully navigated challenges, reinforcing its position in the global market.

A key challenge the company faced was the development of a high-performance flagship product that met both durability and lightweight design requirements. "We aimed to launch a product that would set a new industry standard, but balancing durability and portability presented significant technical challenges. Internally, we hesitated to proceed until we attended Rehacare 2024 in Germany and received highly positive customer feedback. This provided the confidence needed to move forward with mass production," Li explains.

As international demand surged, the company also encountered bottlenecks in localized sales, marketing, and after-sales service. Recognizing these challenges, Li Jianguo promptly initiated organizational restructuring, establishing two new specialized departments:

• GTM (Go-to-Market): A department integrating market strategy with product development to ensure seamless collaboration with regional sales teams.
• CQE (Customer Quality Engineer): A unit focused on enhancing the customer experience, ensuring consistent product quality, and optimizing service efficiency.

"Initially, our approach to overseas expansion involved sending product managers and sales representatives on joint business trips, but the feedback we received was often fragmented. Many of the challenges we faced were recurring and addressing them on a case-by-case basis proved inefficient. As a result, we transitioned from a project-based product development model to a category-driven management system, where each product category is overseen by a dedicated general manager. The GTM department, in turn, plays a cross-functional role, aligning market insights with product development and working closely with regional sales teams to drive strategic execution."

This transformation has enabled Bangbang Robotics to standardize its product framework, reducing reliance on market-by-market customization. The company has now developed a universal product version that supports multiple languages and complies with diverse regional regulatory requirements, enhancing scalability and efficiency.

Beyond product development, Bangbang Robotics has prioritized customer-centric collaboration, implementing monthly review meetings with key clients. These sessions, which involve sales, after-sales support, and procurement teams, ensure that challenges are promptly identified and resolved.

Li shares an anecdote: "One of our customers remarked, ‘After working with Chinese companies for years, this is the first time we’ve partnered with one that genuinely collaborates with us in market development.’" To Li, this feedback underscores a fundamental shift—Bangbang Robotics is evolving from a traditional export-driven enterprise into a globally integrated brand, working alongside its partners to build market presence and drive mutual success. "Our long-term strategy is to foster vision-driven partnerships, rather than engaging in purely transactional relationships."

Li’s visits to international partners and competitors this year have provided valuable insights into the global robotics landscape.  In Europe, he conducted an in-depth study of a once-dominant industry leader’s manufacturing facility, where he observed their highly efficient, systematized production processes. However, he also noted gaps in innovation, particularly in multi-sensor integration, AI capabilities, and automation. This disparity highlights the increasing need for collaboration between Western manufacturers and China’s rapidly advancing robotics sector.

"When I met with the company’s CEO, his first words were, ‘I need to connect with you today— I don’t want to meet you too late, or you might become my competitor.’"

In the United States, after spending three days closely observing a partner’s operations, Li realized that entrepreneurial challenges transcend borders. "Many overseas business leaders are founders like us—obsessed with precision, focused on incremental improvements, and committed to long-term growth. They are deeply invested in their own operational rhythms, which has reinforced my belief in respecting local business dynamics and development cycles rather than imposing external pressures."

This experience reinforced a crucial perspective: "Expanding globally requires discipline and patience. The key is to respect market dynamics, business fundamentals, and commercial principles, rather than allowing domestic market anxieties to dictate international strategies. Our priority must always be delivering high-quality products and world-class service."

Learn more about Bangbang Robotics: https://www.robooter.com/

Flextail Technology

"In an uncertain external environment, the best course of action is to enhance certainty in the aspects within your control."

For Flextail Gear, the past year has marked a significant milestone in its evolution. A decade ago, while still a university student, founder Li Tao and his classmates established Flextail as an innovative outdoor equipment brand. Today, the company’s products are distributed in over 160 countries, gaining notable influence within its niche market.

However, over the past year, Li Tao strategically shifted his focus inward, prioritizing internal governance over rapid external expansion. "In recent years, the cross-border industry has experienced accelerated growth, often obscuring underlying internal control challenges. It was only this year that I fully realized the urgency of addressing these issues. In many ways, strengthening internal governance is even more critical than aggressively launching new products, as it fundamentally determines the company's long-term resilience and sustainability."

Through this introspective process, Li Tao identified key inefficiencies in organizational communication. Different teams within the company had developed distinct operational logic and communication frameworks, leading to frequent misunderstandings—particularly between front-end and back-end teams. If left unaddressed, managing a workforce of 100 to 200 employees would become increasingly costly and inefficient.

To resolve this, Flextail has invested in enhancing management systems, implementing automated smart dashboards to facilitate real-time information sharing and feedback loops across departments. This initiative aims to eliminate silos between functional teams and improve overall operational efficiency. However, as a company that manages both R&D and supply chain operations, Flextail encountered a lack of off-the-shelf solutions capable of addressing its unique challenges. Consequently, Li Tao led a specialized team to develop custom integration solutions, ensuring seamless real-time data updates and streamlined operations.

"These are complex but essential initiatives," Li Tao acknowledged. "As product-oriented founders, we often become deeply engrossed in the vision of our products—sometimes to the point of self-deception. That is why maintaining an objective, pragmatic perspective is critical—not only in assessing market conditions but also in fostering self-awareness and organizational introspection."

Learn more about FLEXTAIL: https://www.flextail.com/

XbotGo: Navigating the Challenges of Entrepreneurship

"Starting a business is like walking a tightrope—you must push forward despite the uncertainties."

For David Tan, founder of XbotGo, the past year has been a period of intense challenges and breakthroughs. The journey of XbotGo began in the U.S. when Tan, while attending his child's soccer games, identified an opportunity in AI-powered sports photography. In 2020, he made the crucial decision to leave Amazon and establish XbotGo, focusing on developing intelligent tracking technology for sports events. Following the successful debut of its first-generation product, the company embarked on the development of a more advanced second-generation model.

Unlike its predecessor, this next-generation product represented XbotGo’s first end-to-end in-house hardware development initiative. At the time, the company’s software and hardware teams were still in the early stages of integration, presenting significant challenges. "Time, resources, personnel, and capital were all constrained. We had limited room for trial and error. While we recognized the risks of proceeding without an extensive pre-research phase, entrepreneurship demands decisive action—you have to take the leap and refine as you go," Tan recalls.

One of the greatest hurdles in hardware development is the difficulty in assessing a product’s true performance until near completion. It was only two months before the scheduled launch that Tan reviewed a working demo, providing partial reassurance—while stability issues remained, the AI-driven tracking capabilities demonstrated a significant improvement, reinforcing the team’s confidence. When the second-generation product was officially completed, it exceeded all expectations—not only was cost efficiency significantly improved, but it also outperformed the first-generation model in every key metric. The market response was immediate, with overseas sales doubling in the first month and domestic sales increasing four- to fivefold.

"Having invested significant resources into research and development, we have encountered and addressed critical industry challenges, securing patents for key innovations. Even for established players, entering this space would require overcoming similar technical and operational obstacles," Tan explains. "In overseas markets, while other companies are working on similar solutions, we maintain a significant cost advantage—delivering 90% of the performance at just 10% of the cost, making our product highly competitive."

Looking ahead to 2025, XbotGo is set to participate in CES for the third time. While witnessing remarkable advancements in AI, Tan notes that real-world applications still lag behind technological breakthroughs. "The potential of AI extends far beyond current implementations. There is always a time gap between technological innovation and commercial adoption, and the market is eager for transformative solutions. In the coming year, XbotGo will continue to explore new AI models, next-generation chips, and expanded application scenarios to drive the next evolution of sports technology.”

Learn more about XbotGo: https://xbotgo.com/

Hand Hitech Technology

"Visiting Belt and Road countries every quarter reveals a dynamic landscape—urban infrastructure is evolving at a remarkable pace."

For many companies, international expansion is not always a deliberate initiative but often a response to customer-driven demand. Hand Hitech exemplifies this trend. Over the years, the company has established strong partnerships with major state-owned enterprises, many of whom have been actively expanding into Central Asia, the Middle East, and Africa. As these clients venture into new markets, Hand Hitech has found itself naturally positioned to support their internationalization efforts.

With its vehicle-mounted intelligent weighing systems, Hand Hitech plays a pivotal role in helping businesses transition from manual operations to automated, streamlined logistics management in overseas markets. This alignment between client needs and technological capabilities has made global expansion not just an opportunity, but an inevitable step in the company’s growth trajectory.

Despite this customer-driven globalization, Miao Shaoguang, Founder of Hand Hitech, has taken a measured and strategic approach to market selection.

"We have deliberately opted not to enter certain Southeast Asian markets at this stage. One reason is that their current order volumes are insufficient to justify establishing local subsidiaries, and there are challenges related to payment systems, taxation, and regulatory compliance. Additionally, infrastructure in many regions is significantly underdeveloped—not just for us, but for any business reliant on stable network connectivity. Most critically, purchasing power varies significantly across global markets. While our standard pricing model is well-accepted in China, many developing economies have yet to reach the level of financial readiness required for such investments. As a result, some markets must be approached with patience and long-term planning."

This year, Miao Shaoguang conducted extensive field research in multiple regions, reinforcing Hand Hitech’s strategic approach to international expansion.

"Why haven’t we made deeper inroads into the European market? Because when I visited, I realized that infrastructure development has remained largely unchanged over the past decade. The university I attended in the UK still looks exactly the same, and I can still recognize every street. This indicates that for a company specializing in logistics and bulk commodity solutions, there is limited potential for growth in regions with stagnant infrastructure investment."

By contrast, his experiences in Central Asia presented a vastly different outlook.

"Every quarter, when I visit Uzbekistan and other Central Asian countries, I witness rapid urban transformation—it reminds me of China in the 1990s and early 2000s. The pace of infrastructure development is extraordinary. The first time I visited Uzbekistan, finding a Chinese-speaking translator was nearly impossible. Now, it has become significantly easier, a clear indicator of China’s accelerating commercial presence and influence in the region."

Reflecting on 2024, Miao Shaoguang describes it as a year of "bottoming out and rebounding." After enduring the challenges of 2022, the past two years have been focused on enhancing cost efficiency, optimizing internal management, and strengthening financial discipline—efforts that have resulted in substantial operational and business performance improvements.

"Adversity compels entrepreneurs to think more critically and strategically. This year, we have gained valuable insights not only in international expansion but also in internal corporate governance, both of which have significantly strengthened our confidence in the company’s future growth trajectory."

Learn more about Hand Hitech Technology: http://www.hand-hitech.com/

XTransfer: A Strategic and Immersive Approach to Global Expansion

"Global expansion cannot be orchestrated solely from within China—true market insight comes from firsthand experience and direct engagement in the field."

In August 2024, XTransfer hosted the Future of Global Trade Conference in Shenzhen, bringing together over 3,500 professionals from the international trade sector. As a leading cross-border financial services unicorn, XTransfer operates within a highly fragmented yet critical ecosystem—small and medium-sized enterprises (SMEs) may be dispersed globally, but collectively, they account for over 60% of the world’s trade transactions.

From its inception, XTransfer’s leadership team established a clear, structured globalization strategy spanning 15 years, divided into three distinct phases:

Phase 1: Deeply serve Chinese SMEs engaged in global trade.

Phase 2: Expand services to international SMEs.

Phase 3: Fully integrate global buyers and sellers onto the XTransfer platform, offering comprehensive, end-to-end financial solutions.

In 2023, XTransfer entered the second phase of its roadmap. Over the past two years, the company has significantly expanded its global footprint, now serving over 600,000 SMEs worldwide, with international client acquisition growing at an unprecedented pace.

"Given that our core clients are SMEs, globalization was a natural evolution," explains Deng Guobiao, Founder of XTransfer. "We have observed a strong network effect—once businesses recognize the efficiency and convenience of our platform, they proactively recommend it to their peers. This organic adoption is occurring on a global scale and remains a key driver behind our rapid international growth. We firmly believe that the world needs a ‘PayPal or Alipay equivalent for global trade.’”

Despite its strong expertise in cross-border trade finance, XTransfer encountered significant challenges in its early stages of international expansion.

"In China, our market engagement strategies were primarily built around digital ecosystems such as WeChat and Douyin (TikTok). However, in overseas markets, platforms like Meta and Google require completely different approaches to customer acquisition and engagement. Moreover, cultural nuances—including design preferences, user experience expectations, and payment behaviours—differ widely across regions, necessitating continuous adaptation of our products and services. Additionally, compliance and risk management posed a steep learning curve, requiring the team to quickly grasp and integrate complex local regulatory frameworks."

The first six months of global expansion were marked by intensive experimentation and iteration.  "The initial phase was particularly challenging," Deng reflects. "Every time we resolved one issue, a new one emerged. To ensure the team could focus on scaling internationally without operational bottlenecks, we invested heavily in systematic organizational development and risk-mitigation frameworks. Over time, we have clearly seen the compounding benefits of structured, process-driven expansion."

As XTransfer enters its next phase of global growth, Deng has set new expectations for the executive team—demanding more direct market engagement.

"We cannot operate under the assumption that global expansion can be managed remotely from China. Without direct exposure to global markets, it is impossible to cultivate an accurate understanding of customer needs, regulatory environments, and competitive landscapes. Many strategic decisions must be informed by on-the-ground insights—leaders must immerse themselves in international markets, engage directly with stakeholders, and refine our approach based on firsthand experience."

Learn more about XTransfer: https://www.xtransfer.com/

Zongwei Technology

"Many have said that following customers abroad is the most reliable strategy for international expansion. Initially, I was skeptical, but after experiencing it firsthand, I now firmly believe this approach is essential."

After conducting business across multiple international markets, Lu Hongxing, Founder of Zongwei Technology, has gained a deeper understanding of the complexities of global expansion. "The most significant realization is that expanding internationally is far more challenging than it appears. It requires longer cycles, presents greater operational difficulties, and does not yield immediate returns."

For component manufacturers, global expansion presents unique challenges. Unlike companies that serve a single type of customer, component suppliers must engage both system integrators and end users—a dual-market strategy that significantly increases the difficulty of establishing a presence in foreign markets. "Many industry peers have long advocated for a customer-driven approach to global expansion, but I did not fully grasp the importance of this strategy until we implemented it ourselves."

In 2024, Zongwei Technology expanded its presence in India and Vietnam, delivering projects in collaboration with domestic Tier 1 partners. Compared to entering these markets independently, partnering with existing clients streamlined operations, reduced market-entry barriers, and improved efficiency.

"For instance, when navigating legal entity registration, we initially planned to establish a subsidiary in Singapore before expanding further with a sub-subsidiary in Vietnam. However, during the process, we encountered frequently changing regulatory requirements, highlighting the complexities of international expansion and the importance of a structured, adaptive approach."

Despite these challenges, Lu Hongxing remains optimistic about the company’s international trajectory. "Global expansion is not merely about entering new markets—it is a strategic differentiation initiative and a demonstration of our operational capabilities. In 2025, we will refine our approach by classifying markets into short-, medium-, and long-term categories, ensuring that our expansion efforts are targeted, strategic, and aligned with sustainable growth objectives."

In November, Lu Hongxing was invited to Apple’s headquarters in the United States, where he delivered a presentation to the Manufacturing Design Engineering (MDE) team.

"Approximately 20% of the attendees were already familiar with our products, while the majority had not yet encountered them. However, following the presentation, many expressed strong interest in our technology. This underscored a key insight—our brand influence among end customers remains insufficient. Moving forward, a major focus will be on embedding our product philosophy directly or indirectly into these key decision-making groups, ensuring greater visibility and industry impact."

Learn more about Zongwei Technology: zongweitech.com/en

Lingdong Jiaxin (Zingtech)

"Expanding globally by following domestic customers while engaging with leading international clients, and establishing a dual-supply-chain strategy to enhance risk resilience."

In 2024, Lingdong Jiaxin has strategically pursued international expansion by aligning with its clients’ global growth, ensuring that its products seamlessly integrate into overseas markets. Specializing in materials, sensors, and chip development for human-machine interaction, the company has successfully entered Asia, Europe, and North America, with exports spanning over a dozen countries.

For Luo Jianfeng, Founder of Lingdong Jiaxin, this market-driven expansion has provided critical insights into regional variations in demand, allowing the company to refine its solutions for diverse international applications.

"For example, in Australia and Switzerland, strict environmental regulations mandate that lawn mowers must operate without harming small wildlife such as hedgehogs and rabbits. Traditional sensors are insufficient for these requirements, necessitating specialized adaptations. Similarly, in the cleaning technology sector, home environments in Northern Europe and North America differ significantly in their flooring composition—carpet-to-hardwood ratios vary, influencing the design and sensor specifications of cleaning robots."

Beyond customer-driven internationalization, Lingdong Jiaxin has developed a clear, long-term strategy for independent global expansion, focusing on the following key initiatives:

Direct Engagement with Leading Global Clients: The company has initiated technical discussions with top-tier overseas clients, collaborating on product standardization and performance optimization to meet international regulatory and consumer requirements.

Expanding Global Market Presence: Lingdong Jiaxin actively participates in international trade shows and industry forums, strengthening its visibility and promoting its technological advantages to a global audience.

Developing Localized Sales and Distribution Networks: To enhance its market penetration, the company is transitioning from a distributor-based sales model to building in-house sales teams in key global markets.

Optimizing Global Supply Chain Resilience: Recognizing the importance of supply chain agility, Lingdong Jiaxin is actively exploring new manufacturing hubs through direct factory investments, strategic mergers, and acquisitions to ensure long-term operational stability.

"By enhancing our global supply chain footprint, we mitigate geopolitical risks and improve production efficiency, ensuring uninterrupted service to clients worldwide. Our dual-supply-chain strategy strengthens our ability to navigate market uncertainties while maintaining consistent delivery timelines and quality standards."

Looking beyond immediate business growth, Lingdong Jiaxin is committed to shaping the global industry landscape by collaborating with key partners to establish internationally recognized standards. "Developing industry-wide standards will ensure that our products are more aligned with global market expectations, rather than being confined to niche, customized solutions. In the long run, this approach offers far greater strategic value than simply adapting to individual customer needs."

Lingyu Technology

"Timing is critical when launching a crowdfunding campaign—success requires mastering numerous industry-specific problems throughout the process."

In the second half of 2024, SiiPet, an AI-powered pet camera, gained significant traction in international markets, attracting widespread media coverage and organic endorsements. Behind this innovative AI hardware solution is Lingyu Technology, co-founded by Tsinghua University alumni Fu Xingyu and Wan Weitao, both of whom bring extensive experience in product development at leading smart hardware enterprises.

The inspiration behind SiiPet stemmed from a common challenge faced by pet owners with demanding schedules—the inability to monitor and engage with their pets in real time. By leveraging advanced AI technology, SiiPet offers automated highlight capture, abnormal behaviour detection, and multi-pet recognition, providing pet owners with a smarter and more intuitive way to stay connected with their pets remotely.

For AI hardware companies targeting international markets, crowdfunding serves as both a market validation tool and a brand-building strategy. However, successful execution requires a deep understanding of campaign timing, messaging, and audience engagement.  "Initially, our understanding of crowdfunding was limited—we approached it as a standard hardware launch," explains Fu Xingyu. "However, for a product like a pet camera, which operates in an already mature category, its competitive edge is not immediately apparent from its design alone. Potential users need to see real-world footage, AI performance, and differentiation from traditional alternatives to fully grasp its value proposition."

"Timing is critical for crowdfunding success. This time, we managed the entire campaign independently, but we quickly realized the process involves numerous specialized industry insights that we lacked. Moving forward, we plan to collaborate with professional crowdfunding agencies to optimize our approach and enhance market penetration." In response to the lessons learned, Lingyu Technology has also refined its marketing strategy, placing greater emphasis on high-quality video content and visual storytelling to effectively communicate SiiPet’s advanced capabilities.

For Lingyu Technology, 2024 was a pivotal year, with its most significant achievement being the successful transition from prototype development to mass production—a phase often referred to as the "valley of death" for hardware startups.

"With our first-generation product, we initially prioritized industrial design (ID) before software development, and all AI processing was executed locally on the device. However, we underestimated thermal management challenges, which became a major hurdle during the mass production phase. Addressing this issue required extensive iteration and resource investment. Moving forward, we are optimizing our product development workflow to mitigate similar challenges in future iterations."

SiiPet’s user base has expanded beyond North America, reaching key international markets, including Europe, Southeast Asia, Japan, and South Korea. This broadened customer base has provided invaluable insights into regional market preferences and user expectations. "One of our most enthusiastic customers is a Japanese user who initially discovered SiiPet through our crowdfunding campaign. After receiving his unit, he described it as ‘the best pet camera he has ever used’ and immediately purchased five additional units to gift to friends. For a growing startup like ours, such validation from international consumers is an immense source of motivation."

Learn more about Lingyu Technology: siipet.com

Tusk Robotics

"Expanding independently into global markets is inherently challenging—the key lies in identifying and establishing relationships with the industry's core players in each country."

In the second half of 2023, Mao Wei, Founder of Tusk Robotics, made a strategic decision to accelerate the company’s global expansion efforts, recognizing it as a top-priority initiative. Taking on the role of Head of Overseas Business, he focused on launching new international ventures and market penetration strategies. Unlike many industrial robotics companies that expand by following their domestic clients into international markets, Tusk Robotics opted for a direct and independent market entry approach.

"Independent global expansion is undoubtedly more challenging. It requires incremental scaling, deploying just one or two units at a time while strategically identifying and engaging with key industry players in each country. However, this approach allows for greater control over investments and risk mitigation. By contrast, relying solely on client-led expansion creates uncertainty—if a country has a major project one year but lacks follow-up opportunities the next, maintaining a local team becomes financially unsustainable."

Unlike consumer products, industrial robots require a sophisticated integration of hardware, software, and service ecosystems, making international expansion highly complex. Successfully entering new markets necessitates overcoming significant challenges, including:

• Localization of products and services to align with regional industrial standards
• Cultural and linguistic adaptation for effective customer engagement
• Regulatory compliance and market entry barriers in different jurisdictions
• Competitive positioning and brand awareness in established and emerging markets
• Operational and financial risk management for sustainable growth

A critical learning experience for Tusk Robotics emerged during an incident in Mexico, which reshaped the company’s approach to safety protocols and international customer education. A local client procured two Tusk Robotics machines, but shortly after deployment, an operational misunderstanding resulted in a minor collision incident, leading the customer to temporarily halt machine operations.

"For us, this was a serious issue requiring an immediate response. That same night, our R&D team initiated an in-depth assessment, retrieving and analysing operational data from the site. Between 2:00 AM and 4:00 AM, we identified the root cause: In China, where manufacturing efficiency demands are exceptionally high, our robots were designed with optimized laser safety thresholds—gradually slowing down upon detecting an obstacle and stopping just centimetres away. However, overseas operators, unfamiliar with this system, assumed the robots were malfunctioning when they had not yet fully stopped."

Tusk Robotics’ team worked around the clock to deliver a comprehensive incident report, corrective solutions, and a redeployment plan before the client’s next workday. Within three days, what initially appeared to be a customer crisis transformed into an opportunity, with the client not only resuming operations but also expanding their orders.

"The client was extremely impressed by our responsiveness, technical expertise, and problem-solving efficiency, reinforcing their confidence in our technology. Internally, this experience also prompted deeper reflection—should we recalibrate safety parameters for different global markets? How much flexibility should we allow in our software controls?"

Despite 2024 marking Tusk Robotics’ first full year of international expansion, the company has already achieved broad market penetration across Europe, the Americas, and the Asia-Pacific region.

• Overseas revenue now accounts for more than 20% of total business
• International operations contribute between 40-50% of company profits
• Market reception has exceeded expectations, with demand rising in previously untapped regions

"In some markets, demand for our machines has far exceeded our initial projections. Remarkably, despite not yet formally launching targeted marketing campaigns, we have already encountered cases of counterfeit websites impersonating our brand—a clear indication of both strong market demand and growing industry recognition for Tusk Robotics internationally."

Learn more about Tusk: https://www.tuskrobots.com/

TYMO

"A truly successful cross-border brand is one that people not only use but also actively discuss and recommend."

Since launching TYMO BEAUTY as a cross-border brand in 2018, Founder Qi Miao has observed the surging interest in global expansion within the industry. "Recently, many peers have approached me to discuss their global strategies—it seems that everyone is looking to expand internationally. However, the opportunities and challenges vary significantly depending on a company’s stage of development, market positioning, and strategic approach. The key decisions—where to start, which business model to adopt, and which platforms to leverage—are critical and require careful evaluation."

TYMO’s international strategy is deeply rooted in brand development, differentiating it from companies that focus solely on product sales.

"It is crucial to differentiate between selling products and building a brand, as they follow entirely different trajectories. Selling products is transactional—as long as there is demand, the business can sustain itself, but it lacks a long-term competitive edge. Conversely, brand building demands significant investment, multi-channel expansion, and sustained market engagement. However, once a brand is well-established, it enjoys higher entry barriers, customer loyalty, and long-term market presence."

In 2024, TYMO took a significant step forward by establishing its Los Angeles office and hiring local talent to enhance its global operations.

"For a brand to achieve sustainable international growth, having a localized team is essential. It is unrealistic to scale overseas operations while keeping all employees in China or relying on a minimal offshore presence. Establishing a robust local infrastructure is a fundamental requirement for long-term success."

Simultaneously, TYMO has made bold investments in branding and marketing, utilizing both digital and traditional media channels to solidify its presence:

• TVC advertising campaigns with placements in New York subway stations
• Strategic sponsorships in major beauty and lifestyle magazines
• Collaborations with high-profile events such as New York Fashion Week

"Unlike e-commerce-driven businesses, where digital marketing alone can drive short-term sales, a brand must invest in traditional marketing channels to achieve long-term recognition and credibility in international markets. Comprehensive brand development requires a multi-faceted, strategic investment," explains Qi Miao.

The Business Impact of Brand Recognition Beyond increasing consumer awareness, TYMO’s growing brand influence has provided tangible business advantages.

"In the U.S., securing office space, warehouse leases, or insurance requires strong business credibility—financial resources alone are often insufficient. When negotiating with landlords or insurance providers, the recognition of the TYMO brand has significantly streamlined negotiations and operational processes."

On the consumer side, TYMO’s products are becoming increasingly integrated into the professional beauty sector.

"During visits to U.S. hair salons, I often see professional stylists using TYMO products. Additionally, our brand has secured retail distribution in major outlets such as Walmart, Target, and Nordstrom, which further solidifies our position in the mainstream market."

For TYMO, true global success is measured by widespread adoption and recognition.

"To truly establish a cross-border brand, it is not enough to simply enter a market—the goal is to reach a point where consumers actively use and talk about the brand. That is the hallmark of strong brand influence and long-term market leadership."

Learn more about TYMO: https://tymobeauty.com/

Global Expansion — No Shortcut to Success

The stories of these entrepreneurs underscore the unpredictable nature of international expansion. The key takeaway? There is no universal path to success. Whether it’s navigating technical challenges of managing internal growth, these leaders have shown that confronting the unknown with practical solutions is essential to thriving in the global arena. Entrepreneurs seeking international growth should heed these lessons and brace for a journey that’s equal parts risk and reward.