In the wave of globalization, Hong Kong and Chinese Mainland SMEs are facing unprecedented opportunities to expand overseas. A number of questions have been raised by the SMEs, including how to start from scratch, how to analyze market information effectively, and how to choose among different financing options.
In October’s Digital Academy seminar, Marketing Expert Dr. Bernie Wong and Mr. Andy Li, General Manager of Corporate Banking at Fusion Bank provided the most practical strategies for SMEs going global. In the second half of the seminar, the panel discussion was joined by Mr. Stanley Lee, Chairman of the E-Commerce Association of Hong Kong (ECAHK); Ms. Cherry Yeung, Senior Economist at the Hong Kong Trade Development Council; and Mr. King He, General Manager of Hoodisk Electronics Co Ltd, a corporate customer representative from Fusion Bank. They shared analysis of the European, American, and Southeast Asian markets; overseas social media marketing strategies; and AI applications in digital advertising—equipping attendees with the keys to success in going abroad.
Cross-Border E-Commerce Marketing Strategy
Bernie first demonstrated the three core pillars of cross-border e-commerce strategy: choosing the right market, telling the right story, and using the right tools.
In terms of market analysis, Bernie pointed out that while the European and American markets are mature, their growth has slowed. Southeast Asia, on the other hand, though smaller in scale, has tremendous growth potential—especially in cross-border e-commerce—making it an ideal starting point for small and medium-sized enterprises (SMEs) seeking to go global.
Different markets, however, attract customers in different ways. In Southeast Asia, consumers prefer social proof, livestream shopping, and influencer (KOL) marketing. The rapid rise of TikTok Shop in the region is a prime example. Moreover, local e-wallets and payment tools—such as GoPay in Indonesia and MoMo in Vietnam—are highly popular, making online shopping even more convenient.
For Europe and the U.S., Bernie cited multiple e-commerce studies showing that in-depth content and compelling brand stories can significantly improve customer loyalty and conversion rates. Consumers in these markets also tend to be more cautious when shopping; for example, German buyers often compare prices three times before making a purchase. Therefore, emphasizing brand value, social responsibility, and trust is key for success in these markets. AI can further enhance content creation aligned with these themes.
Financial Strategies for Global Expansion
Aside from market strategy, adequate resources are also crucial for “going global.” Andy Li, General Manager of Corporate Banking at Fusion Bank, shared reliable solutions to the multiple challenges faced by SMEs, such as limited funding, difficulty opening accounts, and inconvenience in cross-border payments.
In 2024, Fusion Bank partnered with WeBank to conduct on-site research in Shenzhen and Guangzhou, focusing on overseas-expanding enterprises with annual revenues ranging from 10 million to 300 million RMB. The findings revealed three major pain points related to financial services:
- Account opening: complicated procedures, extensive documentation, and cross-border restrictions often require intermediaries, while information transparency is lacking.
- Financing: high loan approval thresholds, particularly unfriendly to “white-listed” companies with no credit history. The application process is burdensome, and approval standards are opaque.
- Cross-border payments: high remittance fees and non-transparent currency exchange costs, which can strain cash flow.
Andy shared that Fusion Bank has launched tailored solutions to address these challenges and assigns a dedicated relationship manager to each client to provide consultation and professional support.
Panel Discussion: Go Global Insights from Industry Experts
In the panel discussion, Bernie and Andy continued analyzing both the online and offline challenges SMEs face in their international expansion. ECAHK Chairman Stanley Lee delivered an insightful discussion on how SMEs can leverage Hong Kong’s brand influence while relying on Chinese Mainland’s supply chain advantage to expand globally.
Meanwhile, Cherry Yeung, Senior Economist at HKTDC, shared findings from recent reports. She noted that given the current unstable global environment, many exporters are diversifying sourcing channels and developing overseas markets to reduce reliance on the U.S. market. King He, General Manager of Hoodisk Electronics Co Ltd, shared success stories of Chinese Mainland SMEs using AI to discover new global opportunities. He emphasized that AI has broad applications—what once required large budgets for data analysis and brand building can now be achieved efficiently, saving both time and manpower.
To watch the complete recap video and learn more details, register at the Digital Academy website now!
About the Speakers
Dr. Bernie Wong / Founder, Social Stand Limited
Dr Bernie Wong is a creative digital and social media marketing professional. He has worked with Fortune 500 brands such as Marks & Spencer, GAP, Adidas, and Disney, serving as the Founder of Social Stand Limited and helping clients tell their stories, engage with their audiences and unleash the power of their brands. He is an in-demand speaker who brings professional experience and an aptitude for leading seminars and workshops to the table. He is also a radio programme host, newspaper columnist and lecturer in academic institutes.
Mr. Andy Li / General Manager of Corporate Banking at Fusion Bank
Andy Li, a seasoned banker with 20 years of experience in corporate banking, currently serves as the General Manager of the Corporate Banking Department at Fusion Bank. Following 12 successful years in traditional banking, he ventured out into Fintech, bringing his deep industry knowledge to a trade finance startup and digital banks. Andy possesses deep expertise in designing innovative corporate financing products, building partner ecosystems, and assisting banks in obtaining SME Financing Guarantee Scheme qualifications. He also excels at helping SMEs improve cashflow through diversified financial solutions, supporting SMEs through actions.
Mr. Stanley Lee / Chairman of the E-Commerce Association of Hong Kong (ECAHK)
Mr. Stanley Lee is the founder of Cross border E-Commerce Service Group (CBES Group). He has almost 20 years of experience in retail, ecommerce and logistics industry. With 300 people serving in more than 10 countries, CBES Group develops and delivers integrated e-commerce services and solutions for their clients. In 2018, the group achieved US$1billion in business turnover. Stanley has been playing a major role in e-commerce sector since the past decade. He founded the E-Commerce Association of Hong Kong (ECAHK) in 2015; and has been the president since then.
Ms. Cherry Yeung / Senior Economist, HKTDC Research
A Senior Economist with the HKTDC Research team, Yeung focuses on issues of particular relevance to Hong Kong's trade and business landscape. As well as monitoring and analysing Hong Kong’s trade performance and related economic developments, she also tracks Chinese Mainland’s ever-evolving consumer and industrial markets and trade and investment policies, while additionally reviewing economic relations between Chinese Mainland and Hong Kong. Beyond this, she has oversight of a broad range of Hong Kong’s manufacturing sectors – most notably electronics and biotech – with her remit also extending to several service sectors, including testing and certification, conventions and exhibitions, green technology and environmental services, and import / export support.
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