{"id":131736,"date":"2025-09-29T12:51:13","date_gmt":"2025-09-29T10:51:13","guid":{"rendered":"https:\/\/phrase.com\/blog\/posts\/%e7%9c%8b%e4%b8%8d%e8%a7%81%e7%9a%84%e6%88%90%e6%9c%ac%ef%bc%9a%e5%85%a8%e7%90%83%e5%88%b6%e9%80%a0%e5%95%86%e6%b5%b7%e5%a4%96%e6%89%a9%e5%bc%a0%e4%b8%ba%e4%bd%95%e9%a2%91%e9%a2%91%e5%8f%97%e6%8c%ab\/"},"modified":"2026-02-25T16:05:05","modified_gmt":"2026-02-25T15:05:05","slug":"hidden-cost-of-global-manufacturing-expansion","status":"publish","type":"post","link":"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/","title":{"rendered":"\u770b\u4e0d\u89c1\u7684\u6210\u672c\uff1a\u5168\u7403\u5236\u9020\u5546\u6d77\u5916\u6269\u5f20\u4e3a\u4f55\u9891\u9891\u53d7\u632b"},"content":{"rendered":"\n<p>Why global ambition doesn\u2019t always equal global success \u2013 and the enabler every ambitious manufacturer needs\u00a0<\/p>\n\n<p>Global manufacturing leaders share a common ambition: expand into new markets, scale operations, and capture growth where demand is rising. But too often, these ambitions collide with a hidden cost \u2014 the underestimated complexity of local markets. Regulations, supply chain realities, and cultural expectations can undo even the best-laid expansion strategies, turning growth plans into costly setbacks.<\/p>\n\n<p>In Chapter 1 of this series (\u201c<a href=\"https:\/\/phrase.com\/blog\/posts\/ai-smart-factories-manufacturing-localization\/\">Smart factories, smarter risks<\/a>\u201d), we explored how technology is transforming the sector. Here, we look at the other half of the equation: market fluency. For manufacturers, making sure their content matches their audience isn\u2019t a finishing touch \u2014 it\u2019s the infrastructure that ensures global ambition translates into sustainable success.<\/p>\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Overview<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#global-ambition-meets-local-reality\" >Global ambition meets local reality<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#why-expansion-fails-three-drivers-of-underperformance\" >Why expansion fails: three drivers of underperformance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#kingfishers-romanian-exit\" >Kingfisher\u2019s Romanian exit<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#unlocalized-operating-models-the-hidden-fourth-driver\" >Unlocalized operating models: the hidden fourth driver<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#regulatory-mismatch\" >Regulatory mismatch<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#cultural-barriers\" >Cultural barriers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#how-gms-misreading-of-australia-ended-holdens-legacy\" >How GM\u2019s Misreading of Australia Ended Holden\u2019s Legacy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#fragmented-international-supply-chains\" >Fragmented international supply chains<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#localized-regulatory-compliance\" >Localized regulatory compliance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#localized-marketing-and-customer-engagement\" >Localized marketing and customer engagement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#how-the-phrase-helps-manufacturers-communicate-clearly-at-scale\" >How the Phrase helps manufacturers communicate clearly at scale:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#optimized-supply-chain-communication\" >Optimized supply chain communication<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#a-strategic-partner-for-rapid-expansion\" >A strategic partner for rapid expansion<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#strategic-takeaway-building-expansion-on-a-localized-foundation\" >Strategic takeaway: building expansion on a localized foundation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/phrase.com\/zh\/blog\/posts\/hidden-cost-of-global-manufacturing-expansion\/#precision-translation-for-manufacturing\" >Precision translation for manufacturing<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-global-ambition-meets-local-reality\"><span class=\"ez-toc-section\" id=\"global-ambition-meets-local-reality\"><\/span>Global ambition meets local reality<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>Global manufacturing is increasingly recovering from recent economic and geopolitical shocks. Growth has returned to the sector, with many analysts predicting <a href=\"https:\/\/interactanalysis.com\/insight\/a-promising-path-to-recovery-growth-forecast-for-global-manufacturing-in-2025-but-challenges-remain\/#:~:text=Conclusion,larger%20states%20and%20economic%20stagnation.\" target=\"_blank\" rel=\"noreferrer noopener\">output growth of up to 5% over the next five years<\/a>. But as always, this global pattern masks distinct regional trends: Europe is forecast for only moderate growth, and an increasingly developed China is expected to grow more slowly than we\u2019ve seen in the past. On the other hand, emerging economies, particularly within Asia, are expected to perform much more strongly.<\/p>\n\n<p>There are many reasons why established manufacturers may want to expand their operations into regions experiencing economic prosperity. Often, strong growth is fuelled by favourable conditions on the ground, such as tax breaks, low labor or land costs, or a good supply of skills. Equally, creating new plants in new territories makes it easier to satisfy regional demand, offering different products, built in factories that benefit from efficiencies in local supply chains and distribution.<\/p>\n\n<p>But expanding into new territories is riddled with pitfalls. The same labor, land or regulatory differences that create strategic advantage, also present businesses with complexity. Core processes, training, instructions and policies will need not just translation, but careful adaptation for the regulatory and cultural environment in which the business now works. Brands are easily mismanaged, with core messaging that resonates at home potentially missing the mark in a new culture. And supply chains have to be adapted or rebuilt, presenting hurdles in communication, expectation and regulation that need to be identified and addressed.<\/p>\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group has-phrase-green-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p><a href=\"https:\/\/www.themanufacturinginstitute.org\/wp-content\/uploads\/2020\/10\/cost-manufacturing-operations-globe.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">A 2020 KPMG study<\/a> of global manufacturing costs rated countries on ease of doing business \u2014 lower scores meant fewer regulatory and cost barriers. Switzerland (1.67) and the US (2.00) were among the least burdensome, while Mexico, India and Vietnam scored four or more, and Brazil reached five.<\/p>\n\n\n\n<p>Since then, no single like-for-like \u201cregulatory burden\u201d index has been maintained, but<a href=\"https:\/\/www.theglobaleconomy.com\/rankings\/wb_regulatory_quality\/\" target=\"_blank\" rel=\"noreferrer noopener\"> recent World Bank data <\/a>show the same pattern. On its 2023 Regulatory Quality Index (\u20132.5 to +2.5, rescaled here to 0\u2013100 for clarity), Switzerland scores 84.6 and the US 77.8, while Mexico, India, Vietnam and Brazil cluster much lower, between 42 and 47.<\/p>\n<\/div>\n<\/div>\n\n<h3 class=\"wp-block-heading\" id=\"h-why-expansion-fails-three-drivers-of-underperformance\"><span class=\"ez-toc-section\" id=\"why-expansion-fails-three-drivers-of-underperformance\"><\/span>Why expansion fails: three drivers of underperformance<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>This labyrinth of differences to the home territory is often concealed. While headline differences \u2013 such as India\u2019s <a href=\"https:\/\/www.meity.gov.in\/static\/uploads\/2024\/06\/2bf1f0e9f04e6fb4f8fef35e82c42aa5.pdf\">Digi<\/a><a href=\"https:\/\/www.meity.gov.in\/static\/uploads\/2024\/06\/2bf1f0e9f04e6fb4f8fef35e82c42aa5.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">tal Personal Data Protection Act<\/a> (DPDP) \u2013 are easily spotted, these often represent the tip of a much more subtle iceberg. Indian workers, suppliers and society in general have different languages, experiences and cultural expectations than your own.<\/p>\n\n<p>Why does this matter? With operational and product maturity, manufacturers often fall into the trap of assuming that their smooth workflows and production processes are the correct answer to a universal question. But what works brilliantly in, for example, the well-regulated environment of the European Union, can prove slow and unwieldy in developing nations, or might not reflect supply chain realities in South America.<\/p>\n\n<p>Companies often expand without adjusting how they hire, sell, comply, or support customers locally. Assumptions about staffing, procurement, payments, compliance, and service levels fall apart in practice. Fixing those gaps takes time and budget, and early-stage businesses are least able to withstand the impact.\u00a0<\/p>\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group has-light-grey-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\" id=\"h-kingfisher-s-romanian-exit\"><span class=\"ez-toc-section\" id=\"kingfishers-romanian-exit\"><\/span>Kingfisher\u2019s Romanian exit<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p><br \/>In late 2024, <strong>Kingfisher<\/strong> (the home improvement retailer behind B&amp;Q, Brico Depot, etc.) <a href=\"https:\/\/www.reuters.com\/markets\/deals\/home-improvement-retailer-kingfisher-sells-romanian-unit-74-mln-2024-12-18\/\" target=\"_blank\" rel=\"noreferrer noopener\">announced it would <strong>exit the Romanian market<\/strong><\/a> by selling its <strong>Brico Depot Romania<\/strong> business to <strong>Altex Romania<\/strong> for about \u20ac70 million.<br \/><br \/>Kingfisher\u2019s exit from Romania highlights how a weak cultural and market fit can undermine international expansion. The company misread the local DIY and home improvement landscape \u2014 from consumer preferences to competitive pressures \u2014 and failed to adapt its Brico D\u00e9p\u00f4t concept to Romania\u2019s specific retail habits.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"626\" height=\"417\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2025\/09\/Brico-Depot.jpg\" alt=\"Brico Depot exterior\" class=\"wp-image-118566\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2025\/09\/Brico-Depot.jpg 626w, https:\/\/phrase.com\/wp-content\/uploads\/2025\/09\/Brico-Depot-300x200.jpg 300w\" sizes=\"auto, (max-width: 626px) 100vw, 626px\" \/><figcaption class=\"wp-element-caption\">Kingfisher\u2019s retreat from Romania stemmed from a poor cultural and market fit that left its Brico D\u00e9p\u00f4t chain struggling to gain traction. Despite \u00a3269 million in annual sales, the business posted losses and drained cash, while never reaching meaningful scale within the group.<\/figcaption><\/figure>\n\n\n\n<p>This mismatch left stores underperforming, generating losses and cash outflows despite a notable sales footprint. With better localization during market research and rollout, Kingfisher might have tailored its offer, brand, and operations to local expectations. Instead, the misalignment drained resources and ultimately led the group to withdraw and refocus on stronger, better-aligned markets.<\/p>\n<\/div>\n<\/div>\n\n<p>This isn\u2019t a new phenomenon either. Nine years after entering the German retail market, Walmart called time on the territory. In retrospect, the US giant made several strategic mistakes, including failing to anticipate German consumer preferences for fresh foods, and assuming that consumers in a nation with strong public transport would want to drive to stores. Famously, the brand also assumed the American-style cheeriness of its staff would translate well, but German consumers found it off-putting, and even creepy.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-unlocalized-operating-models-the-hidden-fourth-driver\"><span class=\"ez-toc-section\" id=\"unlocalized-operating-models-the-hidden-fourth-driver\"><\/span>Unlocalized operating models: the hidden fourth driver<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>So, why exactly does international expansion underperform? As we\u2019ve touched on, territories differ from each other in three key areas: regulatory, culturally, and in terms of supply chain. Let\u2019s look at each.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-regulatory-mismatch\"><span class=\"ez-toc-section\" id=\"regulatory-mismatch\"><\/span>Regulatory mismatch<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>To state the obvious, laws differ across the world. Businesses seeking to enter new territories must be aware of local labor, environmental, safety and data-processing regulations. Often this goes beyond simply knowing what the statutes say; it demands a proper understanding of the intent of key laws designed to keep workers and consumers safe, and to protect the environment in which you want to do business.<\/p>\n\n<p>Getting this wrong means more than just a regulatory slap on the wrists. Penalties can be severe. State safety regulators typically have the power to shut down a factory, at least temporarily. And firms suffering a data breach can expect severe fines: in the UK, for example, these can reach <a href=\"https:\/\/ico.org.uk\/for-organisations\/uk-gdpr-guidance-and-resources\/data-sharing\/data-sharing-a-code-of-practice\/enforcement-of-this-code\/#:~:text=For%20serious%20breaches%20of%20the,detail%20on%20the%20ICO%20website.\" target=\"_blank\" rel=\"noreferrer noopener\">up to \u00a317.5 million<\/a>, or 4% of the business\u2019 annual worldwide turnover, whichever is higher.<\/p>\n\n<p>But the ramifications may go still further. For a foreign business, failure to understand and comply with a country\u2019s laws can suggest a lack of care or seriousness, and lead to a reputational backlash. The poor translation of compliance and legal materials presents a real and significant legal risk.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-cultural-barriers\"><span class=\"ez-toc-section\" id=\"cultural-barriers\"><\/span>Cultural barriers<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>The workforce in Germany, for example, is different to that in Brazil, or the Philippines. Each has its own language, but also its own culture, history and identity. On a day-to-day level, this can manifest itself in anything from the seriousness workers attach to instructions or protocols, or their expectations for remuneration packages or care and rest facilities. Internal comms and procedures, particularly around high-risk activities like plant operations, must reflect this to remain effective.<\/p>\n\n<p>This point extends to onboarding and upskilling staff \u2013 particularly important to ensuring workplace competence and establishing a deep, localized skills base. Workforce engagement drops off when these programs lack local nuance, for example where a US-market onboarding video features a US personality without global or regional appeal.<\/p>\n\n<p>The same is true for marketing. Whether selling direct to consumers, or supplying regional brands and wholesalers, manufacturers need to navigate different expectations and understanding. It\u2019s true for sales too; the way businesses pursue leads, build relationships and complete deals with customers and suppliers must also be locally and culturally sensitive. And for support materials like instructions and user guides, clarity and accuracy in every language are essential to ensure safe and effective product use.<\/p>\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group has-light-grey-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\" id=\"h-how-gm-s-misreading-of-australia-ended-holden-s-legacy\"><span class=\"ez-toc-section\" id=\"how-gms-misreading-of-australia-ended-holdens-legacy\"><\/span>How GM\u2019s Misreading of Australia Ended Holden\u2019s Legacy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>General Motors\u2019 <a href=\"https:\/\/www.theguardian.com\/business\/2020\/feb\/17\/holden-brand-to-be-axed-after-general-motors-announces-it-will-exit-australian-market#:~:text=GM%20announced%20the%20end%20of,the%20Holden%20brand%20by%202021\" target=\"_blank\" rel=\"noreferrer noopener\">decision to retire the Holden brand<\/a> and exit Australia in 2020 shows how a once-iconic manufacturer can lose relevance when it fails to adapt to local market change. For decades, Holden thrived by building cars suited to Australian tastes and conditions, but as buyers shifted sharply toward SUVs and pickups, GM was slow to respond.<\/p>\n\n\n\n<p>After <a href=\"https:\/\/www.abc.net.au\/news\/2020-02-18\/holden-demise-began-decades-ago-general-motors-is-to-blame\/11975572\" target=\"_blank\" rel=\"noreferrer noopener\">shutting down local manufacturing in 2017<\/a>, it relied on imported models that often felt mismatched or overpriced and failed to meet Australians\u2019 expectations. The company also abandoned long-term investment in right-hand-drive vehicles, making it impossible to supply competitive products for a relatively small but unique market.<\/p>\n\n\n\n<p>As sales collapsed and costs to tailor vehicles rose, Holden went from national symbol to financial liability, forcing GM to withdraw entirely. Stronger localization \u2014 from product design to market research and supply chain strategy \u2014 might have preserved Holden\u2019s position and prevented the loss of a storied brand.<\/p>\n<\/div>\n<\/div>\n\n<h3 class=\"wp-block-heading\" id=\"h-fragmented-international-supply-chains\"><span class=\"ez-toc-section\" id=\"fragmented-international-supply-chains\"><\/span>Fragmented international supply chains<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>Manufacturing businesses can\u2019t simply copy and paste their existing supply chain arrangements to new territories. Global expansion means both finding new partners, and working with existing ones in new ways. While this can drive cost savings \u2013 for example through greater volumes or reduced shipping costs \u2013 contractual issues can arise from linguistic or cultural misunderstandings. In the worst case, this results in delays, cost overruns or even failed deliveries, all of which can have catastrophic impacts on the venture\u2019s success.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2025\/09\/manufacturing-stats-1024x536.jpg\" alt=\"According to McKinsey research, supply chain disruptions lasting at least a month now occur on average every 3.7 years. These are expensive problems, on average costing organisations 45% of one year&#x2019;s profits each decade.\" class=\"wp-image-118332\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2025\/09\/manufacturing-stats-1024x536.jpg 1024w, https:\/\/phrase.com\/wp-content\/uploads\/2025\/09\/manufacturing-stats-300x157.jpg 300w, https:\/\/phrase.com\/wp-content\/uploads\/2025\/09\/manufacturing-stats-768x402.jpg 768w, https:\/\/phrase.com\/wp-content\/uploads\/2025\/09\/manufacturing-stats.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/www.mckinsey.com\/featured-insights\/mckinsey-explainers\/what-is-supply-chain\" target=\"_blank\" rel=\"noreferrer noopener\">Source: McKinsey research<\/a>.<\/figcaption><\/figure>\n\n<p>Poor multilingual coordination can more generally give rise to supply chain misalignment. Without clear \u2013 and clearly documented \u2013 understanding between parties, contracted quantities, timeframes and accountability can all be impacted. In today\u2019s business environment, that can lead to anything from productivity losses, through to difficulties in accounting for Scope 3 emissions.<\/p>\n\n<p>Plan for local realities: compliance, culture, cohesion<br \/>Manufacturers protect investments and improve expansion outcomes when they plan for local laws, labor norms, and customer expectations. Treat in-language content, market-specific processes, and quality checks as core parts of the operating model, rather than an afterthought.<\/p>\n\n<p>\u2022 Legal and compliance: translate and adapt contracts, safety data sheets, labels, and policies; keep audit trails and version control.<br \/>\u2022 Labor and operations: tailor training and SOPs to local standards; align shift practices and safety requirements.<br \/>\u2022 Marketing and customer communication: use approved terminology; adapt offers, service levels, and support channels for each market.<\/p>\n\n<p>Result: fewer delays and fewer audit issues, stronger team cohesion, and faster time to value in each region.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-localized-regulatory-compliance\"><span class=\"ez-toc-section\" id=\"localized-regulatory-compliance\"><\/span>Localized regulatory compliance<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>Staying on-side in a new territory depends both on understanding local rules, and localizing existing policies to reflect local laws and enforcement expectations. This extends beyond simple translation; policies need changing and adapting, requiring regional expertise. A local legal review isn\u2019t just a box-checking exercise, it\u2019s a reputational and competitive safeguard.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-localized-marketing-and-customer-engagement\"><span class=\"ez-toc-section\" id=\"localized-marketing-and-customer-engagement\"><\/span>Localized marketing and customer engagement<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>Again, adapting your messaging and marketing efforts to a new territory isn\u2019t just an exercise in translation. It\u2019s about gaining regional traction through regional resonance. This is a particularly important consideration when it comes to branding. Firms are understandably protective of identities they may have built over decades, but the strongest brands understand how to flex and adapt to suit regional cultures, without compromising their core identity.<\/p>\n\n<p>This can be a challenging area, with businesses needing to look at how they win, service and retain clients through a new, localized lens. But a localized cultural approach is key, particularly as even apparently self-evident concepts can have different interpretations. Take the concept of \u2018green\u2019 business: in Europe it reflects ambitious climate targets, sustainable investment and a circular economy. In Southeast Asia, green policies consider sustainability within a more holistic approach that also values socio-economic development.<\/p>\n\n<div class=\"wp-block-group has-light-grey-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\" id=\"h-how-the-phrase-helps-manufacturers-communicate-clearly-at-scale\"><span class=\"ez-toc-section\" id=\"how-the-phrase-helps-manufacturers-communicate-clearly-at-scale\"><\/span>How the Phrase helps manufacturers communicate clearly at scale:<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Phrase is an AI-powered language technology platform that delivers accurate, consistent multilingual content quickly and securely across global operations.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>\u2022<a href=\"https:\/\/phrase.com\/platform\/orchestrator\/\"> Phrase Orchestrator<\/a>: Automate translation and review steps, route work to the right teams, and connect ERP, PLM, CMS, and helpdesk tools.<\/p>\n\n\n\n<p>\u2022 <a href=\"https:\/\/phrase.com\/phrase-portal\/\">Phrase Portal<\/a>: Give employees a secure, self-serve way to translate sensitive documents and requests.<\/p>\n\n\n\n<p>\u2022 <a href=\"https:\/\/phrase.com\/phrase-quality-technologies\/\">Phrase Quality Technologies<\/a>: Enforce terminology, run automated checks, and keep brand voice consistent across all content.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"682\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2025\/07\/orchestrator-travel-2025-1024x682.jpg\" alt=\"\" class=\"wp-image-110420\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2025\/07\/orchestrator-travel-2025-1024x682.jpg 1024w, https:\/\/phrase.com\/wp-content\/uploads\/2025\/07\/orchestrator-travel-2025-300x200.jpg 300w, https:\/\/phrase.com\/wp-content\/uploads\/2025\/07\/orchestrator-travel-2025-768x512.jpg 768w, https:\/\/phrase.com\/wp-content\/uploads\/2025\/07\/orchestrator-travel-2025.jpg 1268w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n<\/div>\n\n<h3 class=\"wp-block-heading\" id=\"h-optimized-supply-chain-communication\"><span class=\"ez-toc-section\" id=\"optimized-supply-chain-communication\"><\/span>Optimized supply chain communication<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>Clear, in-language communication keeps supply chains moving. When policies, training, and support materials are translated and adapted for each region, local teams act quickly and confidently. That autonomy builds resilient networks that deliver value and support growth.<\/p>\n\n<p>In time-sensitive and on-demand operations, real-time translation reduces friction in procurement, logistics, and audits. Multilingual dashboards surface global and local insights, helping manufacturers plan, execute, and adjust with fewer delays and errors.<\/p>\n\n<div class=\"wp-block-group has-phrase-green-30-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\" id=\"h-a-strategic-partner-for-rapid-expansion\"><span class=\"ez-toc-section\" id=\"a-strategic-partner-for-rapid-expansion\"><\/span><strong>A strategic partner for rapid expansion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p><em>See <\/em><a href=\"https:\/\/phrase.com\/customers\/zendesk\/\"><em>how Phrase helps Zendesk<\/em><\/a><em> localize product, legal, knowledge base and training content across more than 30 languages, including real-time translations between customers and support agents.<\/em><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/phrase.com\/zh\/customers\/zendesk\/\">Read more<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/phrase.com\/zh\/customers\/zendesk\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"542\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2024\/08\/Zendesk_Case_Study_Feature_Image-1024x542.jpg\" alt=\"Zendesk Case Study Feature Image\" class=\"wp-image-90371\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2024\/08\/Zendesk_Case_Study_Feature_Image-1024x542.jpg 1024w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/08\/Zendesk_Case_Study_Feature_Image-300x159.jpg 300w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/08\/Zendesk_Case_Study_Feature_Image-768x407.jpg 768w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/08\/Zendesk_Case_Study_Feature_Image-1536x813.jpg 1536w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/08\/Zendesk_Case_Study_Feature_Image.jpg 1700w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n<\/div>\n\n<p><em>.<\/em><\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-strategic-takeaway-building-expansion-on-a-localized-foundation\"><span class=\"ez-toc-section\" id=\"strategic-takeaway-building-expansion-on-a-localized-foundation\"><\/span>Strategic takeaway: building expansion on a localized foundation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>There are no shortage of horror stories of international growth gone wrong, from Kingfisher&#8217;s Romanian experience, to <a href=\"https:\/\/www.forbes.com\/sites\/helenwang\/2012\/10\/24\/why-barbie-stumbled-in-china-and-how-she-could-re-invent-herself\/\" target=\"_blank\" rel=\"noreferrer noopener\">Barbie\u2019s failure to conquer China<\/a>. However, despite the complexity of the challenge, a great many businesses have taken on new territories and thrived. Success comes through meticulous planning, and depends on precursors including diligent market research and expert risk analysis.<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cPhrase made our international expansion possible. It saved us time, money, and allowed us to scale faster than we ever thought possible.\u201d<\/em><\/p>\n\n\n\n<p><em>Vojt\u011bch Studni\u010dka, expansion director, <\/em><a href=\"https:\/\/phrase.com\/customers\/trenyrkarna\/\"><em>Tren\u00fdrk\u00e1rna.cz<\/em><\/a><\/p>\n<\/blockquote>\n\n<p>However, the whole enterprise must be underpinned by an informed, accurate and nuanced understanding of the marketplace. Success means asking questions of any territory: how does business work there? How are employees protected? What messages resonate, and which ones don\u2019t? <\/p>\n\n<p>Localization serves as both a conduit for the answers, and the lever through which strategy leaders, COOs and heads of supply chain can create the business\u2019 successful response.<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cLocalization is no longer an afterthought \u2013 it\u2019s a foundation for growth. The shift we\u2019re seeing is from language as a service to language as strategy. And that\u2019s a very different conversation.\u201d<\/em><\/p>\n\n\n\n<p><em><strong>Georg Ell, CEO, Phrase<\/strong><\/em><\/p>\n<\/blockquote>\n\n<p>Manufacturers that succeed in new markets plan for localization as early as they plan for capital investment, plant design, or supply chain mapping. It is not a final step after market entry, but an enabling layer for every decision, from regulatory compliance to customer engagement.<\/p>\n\n<p>Expansion fails when:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Laws are misunderstood or compliance is poorly localized.<br \/><\/li>\n\n\n\n<li>Messaging and processes fail to resonate with local cultures.<br \/><\/li>\n\n\n\n<li>Supply chains fragment under the strain of misaligned communication.<br \/><\/li>\n\n\n\n<li>The operating model assumes \u201cwhat works at home\u201d will work everywhere.<br \/><\/li>\n<\/ul>\n\n<p>Localization turns these risks into advantages:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Compliance processes are adapted, not just translated.<br \/><\/li>\n\n\n\n<li>Marketing and customer engagement are shaped by regional values.<br \/><\/li>\n\n\n\n<li>Supply chain communication becomes precise, timely, and multilingual.<br \/><\/li>\n\n\n\n<li>Operating models flex to match local market realities.<br \/><\/li>\n<\/ul>\n\n<p>Expansion is never just about moving products or processes into new regions. Success depends on embedding localization as a core layer of strategy \u2014 on par with capital investment, plant design, or supply chain mapping. Manufacturers that plan for it from day one transform risks into advantages: compliance that protects reputation, supply chains that scale with confidence, and customer engagement that resonates across cultures.<\/p>\n\n<p>For today\u2019s manufacturers,\u00a0 the equation is simple: global ambition only delivers global success when grounded in local fluency. Localization is not an optional extra; it is the multiplier that turns expansion into long-term competitiveness.<\/p>\n\n<div data-media=\"[{&quot;videoUrl&quot;:&quot;https:\/\/phrase.com\/wp-content\/uploads\/2024\/07\/Manufacturing_Industry_shutterstock_1085642600_HD.mov&quot;}]\" class=\"wp-block-phrase-com-video-cover is-layout-constrained\"><div class=\"wp-block-group alignwide\"><div class=\"wp-block-phrase-com-video-cover__inner\">\n\n\n<h2 class=\"wp-block-heading\" id=\"h-precision-translation-for-manufacturing\"><span class=\"ez-toc-section\" id=\"precision-translation-for-manufacturing\"><\/span>Precision translation for manufacturing <span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Achieve faster, safer global growth with secure, high- quality multilingual content powered by AI. Phrase empowers manufacturing leaders with scalable, compliant translation solutions.<\/strong><br \/><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-dark-green-filled\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/phrase.com\/zh\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">Request a demo<\/a><\/div>\n\n\n<\/div>\n<\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u5bf9\u5236\u9020\u5546\u800c\u8a00\uff0c\u786e\u4fdd\u5185\u5bb9\u4e0e\u53d7\u4f17\u7cbe\u51c6\u5951\u5408\u7edd\u975e\u6700\u7ec8\u70b9\u7f00\u2014\u2014\u800c\u662f\u652f\u6491\u5168\u7403\u96c4\u5fc3\u8f6c\u5316\u4e3a\u53ef\u6301\u7eed\u6210\u529f\u7684\u57fa\u77f3\u67b6\u6784\u3002<\/p>\n","protected":false},"author":67,"featured_media":118325,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"post-refresh-updated","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":false,"_modified_date":"","_searchwp_excluded":"","episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","footnotes":""},"categories":[2381],"class_list":["post-131736","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-2381"],"acf":[],"_links":{"self":[{"href":"https:\/\/phrase.com\/zh\/wp-json\/wp\/v2\/posts\/131736","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/phrase.com\/zh\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/phrase.com\/zh\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/phrase.com\/zh\/wp-json\/wp\/v2\/users\/67"}],"replies":[{"embeddable":true,"href":"https:\/\/phrase.com\/zh\/wp-json\/wp\/v2\/comments?post=131736"}],"version-history":[{"count":6,"href":"https:\/\/phrase.com\/zh\/wp-json\/wp\/v2\/posts\/131736\/revisions"}],"predecessor-version":[{"id":136153,"href":"https:\/\/phrase.com\/zh\/wp-json\/wp\/v2\/posts\/131736\/revisions\/136153"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/phrase.com\/zh\/wp-json\/wp\/v2\/media\/118325"}],"wp:attachment":[{"href":"https:\/\/phrase.com\/zh\/wp-json\/wp\/v2\/media?parent=131736"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phrase.com\/zh\/wp-json\/wp\/v2\/categories?post=131736"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}