Xuan Ding (Author)
School of Law, Fuyang Normal University, Fuyang 236000, Anhui Province, China
Chenye Wang (Author)
School of Fashion Management,Beijing Institute of Fashion Technology, Beijing 100105, China
Xiqing Zhou (Author)
Business School, Jiangxi Institute of Fashion Technology, Nanchang 330201,Jiangxi Province, China
Yilian Yu (Author)
Business School, Jiangxi Institute of Fashion Technology, Nanchang 330201,Jiangxi Province, China
Regional and Country Studies, Corporate Internationalization Strategy, Belt and Road Initiative, Malaysia, Kazakhstan, Localization
31-12-2025
Against the backdrop of the deepening advancement of the Belt and Road Initiative (BRI), the internationalization of Chinese enterprises is undergoing a critical transition from scale expansion to quality improvement. Based on the perspective of Regional and Country Studies, this paper adopts a comparative case study method [1], selecting Kazakhstan and Malaysia as representatives of "resource-oriented" and "market-culture-oriented" countries respectively, to conduct an in-depth analysis of the localization practices of CNPC and YTO Express. The study finds that successful localization manifests in two core models: In Kazakhstan, CNPC achieves sustainable rootedness through a "Resource Symbiosis" model, deeply aligning with the national development strategy. In Malaysia, YTO Express implements a "Cultural Integration" model, internalizing local religious practices and social values into its operational practices to gain social acceptance. By deconstructing these two models, this research provides a concrete framework and practical guidance for 2 Chinese enterprises to build long-term competitive advantages along the Belt and Road
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