The era of relying solely on low-price competition and extensive traffic acquisition is clearly unsustainable. As global market conditions grow increasingly complex, building a measurable, sustainable, and scalable international marketing system has become imperative for brands expanding overseas. The recent debut in China of Tyroo|CJ, a global performance marketing platform, may offer new perspectives and solutions for Chinese brands.
"Building Networks Through People": Tyroo|CJ Charts New Course for Chinese Brands
At its launch event themed "Building Networks Through People · Connecting Global Growth," Tyroo|CJ gathered over 100 attendees from global brands, ecosystem partners, media, and marketing technology sectors, while reaching more than 500 professionals via livestream. The event showcased how Tyroo|CJ combines global technological capabilities with localized services to support Chinese brands' international expansion.
This marked not only Tyroo|CJ's official entry into the Chinese market but also signified the deepening of its global strategy in China.
Dual-Engine Approach: Redefining Growth Strategies for Global Expansion
Tyroo|CJ's core strength lies in its "global platform technology + local service teams" dual-drive model. CJ (formerly Commission Junction) brings over two decades of technological expertise and global affiliate network resources, while Tyroo contributes extensive Asia-Pacific market experience and localized execution capabilities.
The partnership transcends mere platform integration, representing instead a fusion of service capabilities, technological systems, and marketing ecosystems designed to deliver comprehensive solutions for international marketing campaigns.
Leveraging CJ's data analytics and strategic expertise alongside Tyroo's regional channel integration, the platform offers full-funnel capabilities including ad placement, attribution tracking, affiliate marketing, and brand communication. This integrated approach addresses common challenges such as fragmented channels, inconsistent data attribution, and broken partnership chains.
Localized Implementation: Tyroo|CJ's China Strategy
Malena, Head of Greater China and Southeast Asia at Tyroo|CJ, outlined the platform's China market journey since its 2023 strategic partnership formation. The company has continuously refined its service framework to meet evolving client needs, demonstrating its commitment to localized adaptation from the outset.
In its keynote presentation "SaaS is not Enough: The Thinking and Commitment Behind Building Networks Through People," Tyroo|CJ analyzed the limitations of traditional SaaS tools in global marketing. The platform advocates combining technology with resource integration, process optimization, and local empowerment to achieve sustainable, measurable growth.
Expert Service Team: Comprehensive Solutions for Global Expansion
Tyroo|CJ has established a dedicated China service team offering three-tiered support: self-service tools, growth consulting, and fully managed operations. This structure provides flexible, performance-driven solutions tailored to brands at different development stages, covering strategy formulation, resource coordination, and results tracking.
Success Story: Validating End-to-End Capabilities
The platform presented a case study involving a leading 3C brand that achieved simultaneous growth in GMV and media coverage after migrating to Tyroo|CJ's unified management system. The success involved restructuring commission mechanisms and introducing innovative media partnerships, demonstrating the platform's operational effectiveness.
Research Report: Quantifying Shopping Extension Value
CJ partnered with Namogoo to release a Chinese version of the "Commercial Value Quantification Report for Shopping Browser Extensions." The report provides methodologies for scientifically evaluating extension performance using attribution models, helping brands avoid "credit disputes."
Building Sustainable Global Growth Networks
Industry experts participating in a roundtable discussion observed that Chinese brands' global growth is transitioning from traffic-driven to trust-driven models. They identified brand-performance synergy, localized operations, and ecosystem collaboration as critical future development pathways.
Tyroo|CJ's vision centers on creating a human-centric, trust-based, results-oriented global growth network that delivers sustainable, measurable outcomes for brands pursuing international expansion.
CJU 25 Global Conference: Gateway to International Markets
This autumn, Tyroo|CJ's China team will support participating brands at the CJU 25 Global Customer Conference in the United States, facilitating Chinese companies' integration into international business networks.
The Tyroo-CJ alliance represents a significant development for Chinese brands seeking global growth, combining world-class technology platforms with localized expertise to navigate increasingly complex international markets.