Choosing the Right Website-Building Solution for Chinese Enterprises Going Global: Overseas Tools or Local Platforms?

For more and more Chinese enterprises, building a global website is no longer a question of whether to do it, but how to do it. Corporate websites and independent e-commerce sites are becoming crucial gateways to internationalization. Yet, when it comes to execution, challenges quickly emerge: How to efficiently operate across multiple languages and markets? How to integrate content and commerce systems to avoid fragmentation? And how to balance the global standards of overseas tools with the localized needs of Chinese enterprises?

At the heart of this challenge lies one key issue—solution selection. Should enterprises choose mature overseas tools, or turn to local platforms that better align with domestic business logic?

Overseas Tools: Strong in Global Standards, High in Implementation Costs

For multinational corporations, platforms such as Adobe Marketing Cloud (AMC), Salesforce Commerce Cloud, or Shopify are almost the “default answer.” They offer comprehensive features, mature ecosystems, multilingual site support, unified brand experiences, and powerful plugin ecosystems.

AMC, in particular, combines Experience Manager (content management) with Commerce systems, providing a proven blueprint for enterprises building global frameworks.

But these advantages come at a price. High implementation costs, long deployment cycles, and lack of adaptation to local needs such as WeChat Pay, Alipay, ERP, supply chain, and tax systems mean that Chinese enterprises often have to invest heavily in “patching the gaps.” It’s like buying a luxury imported car: the performance is flawless, but driving it smoothly in China requires constant modifications and add-ons.

Domestic Tools: Flexible Adaptation, But Fragmented Capabilities

By contrast, domestic platforms have clear advantages. Seamless integration with WeChat Pay and Alipay, compatibility with local ERP, CRM, and supply chain systems, and lower costs with shorter implementation cycles make them pragmatic choices for enterprises with limited budgets seeking fast go-to-market solutions.

However, the limitations are equally clear. Most local platforms focus on a single dimension—either content and experience management or e-commerce systems—while lacking true end-to-end integration. This is like driving an economy car: sufficient for basic needs, but once enterprises expand into multiple countries with more complex global operations, the car struggles to keep up.

Local Integrated Platforms: Striking a Balance Between Globalization and Localization

This is why integrated platforms have been gaining increasing attention in recent years. Take Dragon Bravo Corporation’s Bravo Marketing Suite (BMS) as an example. It natively integrates Experience Manager, e-commerce systems, and Digital Asset Management (DAM) within the same architecture—eliminating the high costs and fragmentation caused by “patchwork systems.”

Globalization capabilities: BMS supports multi-language and multi-site management, with built-in AI translation and Live Copy features. This ensures consistent brand experiences across markets while allowing flexible regional customization.

Localization capabilities: BMS natively supports WeChat Pay and Alipay, deeply integrates with domestic ERP, cross-border logistics, and tax systems.

Technology foundation: Built on cloud-native and containerized architecture, BMS supports multi-cloud DAM management, meeting enterprise data security requirements while leaving room for future scalability.

Of course, compared with AMC, BMS still has a smaller global ecosystem. But for Chinese enterprises accelerating their international expansion, it better aligns with local business logic and provides a balanced path between “global brand building” and “local market adaptation.”

To use an analogy: BMS is like a Chinese-made new energy vehicle. It runs smoothly on domestic roads while also being capable of high-speed performance on international tracks—delivering both efficiency and adaptability for Chinese enterprises.

How Should Enterprises Decide?

When enterprises stand at the crossroads of solution selection, there is no one-size-fits-all answer.

Multinational corporations often already have globalized standard systems in place, and will continue to prefer overseas tools like AMC or Salesforce to maintain their established international management practices.

Emerging consumer brands prioritize rapid rollout and ROI. With limited resources, they often favor local integrated platforms with shorter implementation cycles.

Traditional manufacturing and industrial enterprises face higher business complexity and heavier reliance on ERP and supply chain integration. For them, local solutions that fit domestic business logic are often the pragmatic choice.

Small cross-border sellers usually face funding and team-size constraints. Lightweight tools like Shopify are more suitable, enabling them to quickly test overseas markets at low cost and low barriers.

From these different paths, one pattern emerges: platforms that can integrate both content and commerce, support multi-language management, and adapt to local payments are increasingly valued by enterprises. On this front, integrated local platforms like BMS are showing unique advantages.

The Best Choice Is the Right Fit

There is no universally “best” solution for Chinese enterprises going global. The decision depends on a company’s budget, size, strategic goals, and team capabilities—whether to choose mature overseas platforms, lightweight tools, or local integrated solutions.

The key is not how “perfect” a single product is, but whether it matches the enterprise’s globalization pace and long-term strategy.

As Chinese enterprises move deeper into global markets, platforms that strike a balance between brand globalization and local adaptation—while unifying experience management, commerce, and DAM—are becoming the new industry trend.

BMS is not the only answer, but it provides a solution that is more aligned with local business logic while still supporting global growth. For enterprises exploring overseas expansion, it may well be a path worth serious consideration.