Alibaba International Exclusive Interview with Yang Yuangjia, Chairman of SEPPES Door Industry: Exploring the Path for Chinese Brands to Go Global

On June 19, 2025, the Alibaba International Station interview team visited SEPPES Door Industry (Suzhou) Co., Ltd. for an exclusive interview with Chairman Yang Yuanjia, focusing on in-depth discussions about brand globalization and global market expansion for traditional manufacturing enterprises. The purpose of this interview was to provide Chinese enterprises with feasible paths and practical experience for brand globalization.

Staying true to our manufacturing roots, steadily advancing into the global market

Since its establishment in 2010, SEPPES Door Industry has focused on the industrial door sector, deepening its expertise in product technology and market services, and gradually developing into a company with extensive influence in the industry. In particular, over the past five years, the company has continued to accelerate its “going global” strategy, with products now exported to more than 70 countries and regions worldwide, covering key markets such as Southeast Asia, the Middle East, Europe, and the Americas, and earning a strong international reputation.

Facing challenges head-on, breaking into international markets with technology and certification

In an interview, Chairman Yang Yuangjia looked back on the brand’s journey to go global. He said that in the early stages of expanding into overseas markets, the company faced many challenges, such as differences in market demand, local standards restrictions, and insufficient brand awareness.

Faced with these obstacles, SEPPES Door Industry chose to tackle the problem at its source—product research and development and standards certification. The company invested heavily in technological innovation to ensure its products not only comply with international standards like CE, UL, and TÜV but also meet the functional needs of different countries. For example, in high-temperature or high-risk work environments, SEPPES Door Industry introduced customized fire-resistant and explosion-proof industrial doors, providing reliable and safe solutions for specific industry clients.

Obtaining authoritative certifications not only validates product quality but also serves as the company’s passport to global markets.

Brand Strategy and Globalization: Building an International Corporate Image

Chairman Yang Yuanjia emphasized that brand power is the core competitiveness of Chinese companies going global. In advancing its internationalization process, SEPPES Door Industry not only exports products but also simultaneously builds the global influence of the “SEPPES” brand.

The company effectively enhances brand awareness through the following measures:

Continuous participation in global industrial exhibitions, such as the Hannover Messe in Germany and the Dubai Five Industries Exhibition in the Middle East, showcases the company’s capabilities.

Establishing localized partnership networks: Collaborating deeply with high-quality distributors in various regions to swiftly respond to market feedback and enhance customer loyalty.

Digital precision marketing: Leveraging platforms such as Alibaba International Station, Google Ads, and social media to precisely target customer segments, achieving dual enhancements in brand recognition and traffic.

End-to-end service support, empowering customers with a seamless experience

Under the dual-drive model of “product + service,” SEPPES Door Industry provides overseas customers with a one-stop comprehensive solution, covering design consultation, custom production, smart control, global logistics, and after-sales guidance throughout the entire process, truly achieving “delivery as ready-to-use.”

Whether it’s project-specific door model design, cross-border transportation coordination, or on-site commissioning and technical support, SEPPES Door Industry has dedicated teams to handle the entire process, ensuring that every customer receives professional, efficient, and worry-free service.

Conclusion: From manufacturing to branding, from China to the world

Through this interview, Chairman Yang Yuanjia shared experiences that not only demonstrate SEPPES Door Industry’s systematic thinking and practical achievements in brand globalization but also provide valuable insights for more Chinese manufacturing companies.

In the future, SEPPES Door Industry will continue to uphold the philosophy of “technology-driven, quality-oriented,” deepen its overseas market, and continuously promote Chinese industrial door brands to broader international stages.