Reference News Press's Reference Think Tank has recently released the "Monthly Analysis Report on the Overseas Communication Power of 100 Chinese Enterprises (October 2025)." This report monitors Chinese enterprises in sectors such as technology, finance, energy, automobiles, pharmaceuticals, aviation, and consumer electronics during the monitoring period of October 2025. The main dimensions monitored are overseas communication level, overseas influence, and overseas reputation. It evaluates and interprets these key dimensions from many angles, including the number of articles published, the number of mainstream media reports, the number of reporting media, the coverage country range, language, online post likes, shares, comments, and the tone of public opinion.
During this monitoring period, the total number of effective reports by foreign media about Chinese enterprises was approximately 47,437, involving 35 languages, and at least 1,856 foreign media mentioned Chinese enterprises in their reports. Compared to the previous monitoring period, all three indicators have decreased.
The report shows that the Chinese enterprises with higher overseas communication power in October 2025 are Huawei, Xiaomi, China Telecom, Tencent, BYD, and ZTE, while Haier, CATL, Sinopec, and DJI also have relatively high attention. Overall, the tone of the reports is relatively neutral.
▲ Overview of the Overseas Communication Power of 100 Chinese Enterprises
Similar to the previous monitoring period, the enterprises with relatively outstanding performance still cover a wide range of industries, including technology, finance, energy, home appliances, automobiles, and communications.
▲ Overseas Communication Index of 100 Chinese Enterprises
▲ Overseas Influence Index of 100 Chinese Enterprises
▲ Overseas Reputation Index of 100 Chinese Enterprises
One, Current Situation of Traditional Media Communication
(1) Foreign media once again hotly discussed new developments of Chinese automotive companies
The foreign media attention index is an important indicator for reflecting the comprehensive public opinion heat of Chinese enterprises abroad, and it is also one of the main dimensions for reflecting the influence of enterprises. The number of foreign media outlets covering Chinese enterprises is an important indicator for evaluating the breadth and length of the dissemination chain of reports on Chinese enterprises, which is closely related to the international communication capacity of Chinese enterprises.
▲ Foreign Media Attention Index
▲ Number of Foreign Media Outlets Covering Chinese Enterprises
During this monitoring period, foreign media concentrated on the new developments of Chinese automotive companies. The exposure of relevant Chinese automotive companies has increased, and they performed well in these indicators.
In terms of topics, some foreign media focused on the performance of Chinese automotive brands at international exhibitions. For example, the website of the Japanese Economic Newspaper mentioned in its report that Chinese brands became the focus at the electric vehicle summit held in Manila. The report noted that BYD set up a large booth at the entrance of the exhibition hall, launched the eMAX 9 DM-i plug-in hybrid multi-purpose vehicle launched in October, and exhibited several electric vehicle models. Geely Holding Group's electric vehicle brand Zeekr also displayed an electric coupe.
Some foreign media also focused on the innovation of Chinese automotive companies in the field of flying cars. For example, the Financial Times reported that in October, aridge, a subsidiary of XPeng, showcased a flying car in Saudi Arabia, attracting global attention. The report believes that the market for flying cars is just beginning, but regardless of whether the project is successful, the technological progress accompanying it will bring direct benefits to XPeng.
New layouts of Chinese automotive companies abroad have also become a topic of interest for foreign media. For example, the South China Morning Post website reported that the Malaysian automaker Proton, which has a 49.9% stake in Zhejiang Geely Holding Group, has launched its first electric vehicle assembly factory. The report believes that this is significant on multiple levels, demonstrating China's commitment to investing in Malaysia's manufacturing capabilities, and will help establish a stronger and more resilient electric vehicle supply chain across a broader region against the backdrop of global economic uncertainty.
(2) Diversified Development of New Quality Productivity Heats Up the Public Opinion of Technology Enterprises
The foreign media coverage index and the foreign media reach index are important indicators for measuring the international communication capability and effectiveness of enterprises, as well as the key indicators for reflecting the degree of attention of foreign media to enterprises.
▲ Foreign Media Coverage Index
▲ Foreign Media Reach Index
During this monitoring period, with the further development of new quality productivity in China, the public opinion heat of Chinese technology enterprises continues to rise. Relevant enterprises have performed well in these dimensions.
Regarding the topics, some foreign media focused on the breaking-out development of Chinese technology enterprises combining factories with the cultural tourism industry. For example, the South China Morning Post website published an article titled "Chinese Robot Factory Turns High-Tech Production Lines into Tourist Attractions," stating that the Xiaomi electric vehicle factory located in the suburbs of Beijing welcomed its 10th thousand visitor this year. The report believes that industrial tourism is reshaping the way Chinese consumers connect with advanced manufacturing.
Some foreign media also interpreted the achievements and experiences of China's scientific and technological innovation from the current development status of Chinese technology enterprises. For example, the Atlantic Monthly website published an article stating that China has risen from a technologically backward country to an innovative power in less than half a century, and the United States can learn from its successful experience. The article noted that Chinese technology enterprises have performed brilliantly, such as Xiaomi, which has grown from an "Apple imitator" into a company with a market value of about $150 billion, and launched its first electric vehicle in 2024, reflecting the common characteristics of Chinese technology enterprises, namely, their self-research and development capabilities in hardware technology.
Two, Current Situation of Social Media Communication
(1) Taking a life-related approach and combining with unique products to plan topics
The foreign media attention index and comment volume are important indicators for evaluating the reach effect of Chinese enterprises on overseas social media. In this monitoring period, Chinese technology enterprises, such as DJI, performed relatively outstanding in the foreign media attention index, highlighting the effectiveness of their communication strategy of "taking a life-related approach and planning topics in combination with unique products."
▲ Foreign Media Attention Index
▲ Comment Volume
In specific operations, DJI planned topics using ground cleaning products that have a higher connection with the daily lives of overseas consumers, effectively attracting the attention of overseas audiences through the relevance of the topics. For example, on October 28, DJI's overseas social media account posted a video post introducing its first ground cleaning product. The post stated, "Introducing the DJI ROMO series - bringing a clean and fresh home experience!" As of the statistics date, the above post had been viewed 138,000 times, receiving 519 likes.
▲ Screenshot of the relevant post
(2) Focusing on scenario-based communication, building a warm language system
The overseas image index and foreign media evaluation index are important indicators closely related to the reputation of enterprise's overseas image. During this monitoring period, Haier performed well in these indexes, highlighting the effectiveness of its communication strategy of "focusing on scenario-based communication and building a warm language system."
▲ Overseas Image Index
▲ Foreign Media Evaluation Index
In specific operations, Haier used the first-person perspective to "dialogue" with overseas audiences and created a morning wake-up life scenario to get closer to overseas audiences. For example, on October 27, Haier's photo wall account posted a video post saying, "When I got the coffee maker, I thought it would wake me up every morning. But you know what? It made me sleep better. You understand me, right? So... What kind of 'partner' is coffee to you?" As of the statistics date, the post received at least 26,000 likes.
▲ Screenshot of the relevant post
(3) The number of covered languages has slightly increased, and technology enterprises remain dominant
In October 2025, the number of languages of posts by Chinese enterprises on overseas social media platforms was 80, which is slightly higher than the previous monitoring period (73). Among the enterprises performing well, technology enterprises remain dominant. In addition, communication, finance, and semiconductor enterprises also showed strong performance.
Specifically, in this monitoring period, in this dimension, Xiaomi, Huawei, and China Telecom formed the "first tier," and the number of languages covered by this tier has significantly increased compared to the previous monitoring period. Tencent, Poly Group, Lenovo, HiSilicon Semiconductor, and China Gold formed the "second tier." Overall, the number of languages covered by the "second tier" remained the same as the previous monitoring period.
▲ Number of Covered Languages
Three, Research Notes
"The Monthly Analysis Report on the Overseas Communication Power of 100 Chinese Enterprises" mainly assesses the communication effects of Chinese enterprises on overseas mainstream media and social media. It includes three first-level dimensions: overseas communication level, overseas influence, and overseas reputation. Among them, the overseas communication level has two second-level indicators: the media attention index and the foreign media attention index, and includes third-level indicators such as the number of articles published by overseas media, the number of countries covered by overseas media, the number of languages covered by overseas media, the number of overseas media outlets, the number of articles published by major overseas media, likes, comments, shares, and the number of languages covered by social media.
The overseas influence has two second-level indicators: the media coverage index and the media reach index, and includes third-level indicators such as the number of reprinted (cited) articles by overseas media, the number of reprinted media outlets, the proportion of countries covered by reprints to the number of foreign countries, the reach of major media, and the reach of media.
The overseas reputation also has two second-level indicators: the overseas image index and the foreign media evaluation index, and includes third-level indicators such as the number of positive public opinion articles that are reprinted (cited), the number of positive public opinion articles reprinted (cited) by major overseas media, the number of positive public opinion articles published by overseas media, the proportion of positive public opinion articles published by overseas media to the total number of articles, the number of positive posts, and the proportion of positive posts to the total number of posts. This report draws conclusions by weighting and normalizing the data of each dimension and indicator. It should be noted that the selection of quantitative analysis indicators, the construction of models, and the setting of parameters necessarily carry a certain degree of subjectivity. Different indicators and parameter settings may lead to different quantitative results. The purpose of using quantitative analysis in the report is to more accurately display the specific situation of the overseas communication attention of Chinese enterprises, and the analytical conclusions do not have "ranking" results, but rather provide more detailed reference for the outside world.
Four, About Us
The "Monthly Analysis Report on the Overseas Communication Power of 100 Chinese Enterprises" by Reference Think Tank relies on the Reference News overseas public opinion big data database and information monitoring system. The research scope covers major sources in English, Russian, French, German, Spanish, Portuguese, Japanese, Arabic, and other main languages, covering thousands of foreign media outlets and major overseas social media platforms. It calculates based on the public opinion data of 100 Chinese enterprises with high overseas attention (excluding Hong Kong, Macao, and Taiwan regions). The report will evaluate the changes in the overseas attention of each enterprise on a monthly basis.
Reference Think Tank was established in May 2020 and is a member unit of the Xinhua News Agency's National High-Level Think Tank. It is also the think tank platform of Reference News Press and has rich overseas public opinion resources and an industry-leading team of overseas public opinion analysts. Through the empowerment of advanced technologies such as artificial intelligence and big data, it regularly releases reports on corporate international communication and overseas public opinion analysis. Since 2021, Reference Think Tank has continuously published the "Analysis Report on the Overseas Communication Power of Chinese Enterprises," providing diagnosis and treatment for Chinese enterprises' international communication and the enhancement of their soft power.
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