Most international SEO content is written for Western brands expanding into Asia. This session flips it: brands and operators based in China expanding outward into Western markets — a harder problem, less written about, and the one this room actually has.
The talk covers the architecture that makes outbound expansion rank: domain and URL strategy, correct hreflang, and localisation that reads as written-for-market — the same discipline behind any serious cross-border move, in the direction nobody prepares you for.
Operators expanding from China into the EU, US, or Australia and discovering the playbooks don't run in reverse. SEO teams managing multi-region architecture that fights itself. Anyone whose growth is now gated by how legible their site is to Western search, not by the product.