In Search of the Global 1

Name: In Search of the Global 1
ISBN: 9787111792109

刘润China Machine Press2025

3.2

Word count: 139K words
Chapters: 40
Series: In Search of the Global 1
ISBN: 9787111792109

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Summary

In Search of the Global 1 is a set of "notes from going global" by Liu Run, founder of Runmi Consulting and business consultant, written on the basis of years of on-site visits and in-depth interviews. The book is divided by itinerary into seven stops: In Search of the Middle East, In Search of Japan, In Search of the American West, In Search of Mexico, In Search of Vietnam, In Search of Indonesia, and In Search of the American East, before returning home to conclude with "China's great age of navigation has only just begun." In the Middle East, the author sees Saudi Arabia pushing through a self-revolution under "Vision 2030," and also sees the real threshold that "without localization, there is no globalization"; in Japan, he treats aging and a low-desire society as "problems China may face tomorrow," seeking responses in the silver economy, Don Quijote-style discount retail, and the operating logic of Tokyo Disneyland; in the American West, he steps into Silicon Valley to discuss OpenAI and AI, VR applications, and the entrepreneurial lifestyle; in Mexico, he begins with security, near-shoring, and the industrial potential of Monterrey, observing Chinese companies' pioneering efforts; in Vietnam and Indonesia, he tracks the opportunities, cost structures, and localization requirements under the restructuring of global supply chains; in the American East, he contrasts Silicon Valley's "change the world" with Boston's "save the world," and discusses money, innovation, and the diverse breakthroughs of entrepreneurs. The whole book uses "asking questions" as its method, offering no standard answers, but rather on-the-ground details and chains of questions to help readers build their own analytical framework for seeing the global market clearly.

Editor's review

刘润的书一向好读，这一本更好读，因为它的骨架来自一次真实的现场行走。他没有停在概念层面讲“出海”，而是把沙特的本土化门槛、日本的银发生意、硅谷的技术生态、蒙特雷的产业潜力、越南与印尼的成本与文化差异，一个个拆成本土化的细节与可判断的问题。书里几乎每一节都是一个“到现场才看得到”的观察，例如日本的折扣零售为什么在低欲望社会反而增长，墨西哥的规则为何“写在法条里、活在约定俗成中”。对于正在考虑出海、或正在为海外市场做判断的读者，它的价值不在于给出结论，而在于提供一套看问题的顺序：先理解不同，再谈机会。作为《问道全球》系列的第一册，本书既独立可读，也为后续各站留下延伸空间。

Who it's for

A good fit for

正在评估海外市场的企业家与创业者，需要先建立现场感
做跨境、外贸、供应链相关工作的从业者
对全球化与产业转移趋势感兴趣的商业读者
喜欢用案例与细节理解商业逻辑的普通读者

Not a good fit for

想要一份出海操作手册、可直接照做的读者，本书更偏观察与思考
希望读到严谨学术论证与大量数据模型的研究者
只对单一国家市场做深度研究的专业读者

Reading tips

先读前言与“回到国内”一章，了解作者的问题框架，再按兴趣跳读各站。
读到某个国家前，先写下自己的三个判断，读完对照，看哪些被现场细节推翻。
把每站末尾的结论摘成一张卡片，标注“适用前提”，避免把个案当成普适规律。

About the publisher

China Machine Press China · Founded in 1950

In addition to science and technology and professional publishing, the books in our catalog from China Machine Press also reflect a sustained focus on psychology, computing, management, finance and economics, and social sciences. In psychology, the catalog includes works by C. G. Jung and introductions to analytical psychology, as well as applied topics such as stress and health, and addiction and healing. In computing, it features Structure and Interpretation of Computer Programs (JavaScript Edition). Management and finance titles include Administrative Behavior (4th Edition), The Price of Inequality (Collector's Edition), and This Time Is Different: Eight Centuries of Financial Folly (Commemorative Edition). In the philosophy and history of science, there is The Worldview: The Third Edition. Relevant authors include C. G. Jung, William McGuire, Sonu Shamdasani, and Gabor Maté. Public information is limited; the above summarizes the publisher's profile based solely on the books in our catalog.

Preface
Stop One: Seeking Answers in the Middle East — Saudi Arabia in Transition
Without Localization, There Is No Globalization
Understanding the Uniqueness of Every Place
Only by Getting Close Can You See the People
Stop Two: Seeking Answers in Japan — Go to Japan and See the Problems China May Face Tomorrow
Finding Opportunity in an Aging Society
Don Quijote: The Offline Pinduoduo
The End of Involution Is "Difference"
Tokyo Disneyland: A "Shopping Mall That Charges Admission"
Embrace the Future While Welcoming Aging
Aging with Dignity Is Priceless
Bring "Curious Eyes," Not "Prejudiced Lenses"
Stop Three: Seeking Answers in the American West — Understand "Difference" to Achieve Win-Win
Blazing Silicon Valley
Understand OpenAI, Understand AI
Today's VR Needs a True Killer App
In Silicon Valley, Entrepreneurship Is a Way of Life
Farewell Again, Silicon Valley
Stop Four: Seeking Answers in Mexico — Safety Is Mexico's First Lesson
The Bigger the Waves, the Pricier the Fish
When Our People Come Together, No Difficulty Is Too Great
Will Monterrey Become the Next Dongguan?
A Word of Thanks to China's Pioneering Warriors
Stop Five: Seeking Answers in Vietnam — In Vietnam, I Feel Like I'm Back 20 Years Ago
Going to Vietnam: "Crossing the River" or "Tending the Fields"?
A Flower Blooming in the Restructuring of Global Supply Chains
Chinese Companies That Keep Trying
Vietnam Is Protecting Its Own People Too
Stop Six: Seeking Answers in Indonesia — Believe in the Future, and Perhaps Everything Will Flourish
Toyota Has Been Here for Over 40 Years — And You?
Only by Taking Root Locally Can You Earn Respect and Long-Term Profit
Stop Seven: Seeking Answers in the American East — Silicon Valley People "Change the World," Boston People "Save the World"
Education Is the Key to Unleashing Creativity
Innovation Is Piecing Together Tomorrow's Picture from Today's Fragments
Confrontation Is Not the Goal but the Driving Force of Progress
In New York, I Saw the Endless Flow of Money
Entrepreneurs' Diverse Breakthroughs
Find the Opportunity That Belongs to You
Return: China's Great Age of Navigation Has Only Just Begun

FAQ

这本书是刘润哪一年出版的？

《问道全球1》由机械工业出版社于2025年10月出版，精装，ISBN为9787111792109，全书约139千字。

书里讲了哪些国家和地区？

正文分七站：中东（沙特）、日本、美国西部（硅谷）、墨西哥、越南、印度尼西亚、美国东部（波士顿与纽约），最后一章回到国内谈中国企业的出海机会。

没读过刘润其他书，能直接读这本吗？

可以。本书是独立的考察笔记，按行程展开，不依赖其他作品的阅读顺序，也不要求具备商业理论基础。

这本书有第二册吗？

书名带“1”，是《问道全球》系列的第一册。至于后续各册的具体出版信息，建议以机械工业出版社及各大书店的官方信息为准。

书里的例子对做外贸的中小企业有用吗？

有用但不直接。书中更多提供观察角度，比如本土化门槛、成本结构和供应链位置；具体落地还需结合自身行业与目标市场做调研。

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About the author

刘润 Author

Liu Run is a Chinese author of books on business and management. Publicly available information about him is limited, and no reliable record of his dates of birth and death or nationality is available. Seven of his works are included in the collection, among them The Underlying Logic: Seeing the Cards of This World, The Underlying Logic 2: Understanding the Nature of the Business World, the Evolution of Power series, Key Leap: The Underlying Logic for New Managers to Succeed, and Odds of Winning. His books fall mainly into management, finance and economics, and personal growth, and deal with the operating logic of the business world, judgment and choice amid uncertainty, and the growth path of new managers, often approaching these themes through concepts such as "underlying logic," "evolution" and "leap." His writing emphasizes clarifying concepts and building frameworks of thought in accessible language, and is aimed at readers seeking to improve their business understanding and personal effectiveness.