The countries along the Belt and Road have become the focus of China’s new round of going out strategy. Under the influence of anti-globalization and geopolitics，as the representative of the Oriental discourse system，we will focus on the strategic opportunities of the countries along the line while facing greater cultural challenges and economic risks. Brand is a comprehensive carrier of politics，economy and culture. Promoting the study of strategic risks of national brands along the line is an important subject related to the promotion of export-oriented competitiveness in China.