低价不再是出海四小龙的必选之路

Core Viewpoint - The article discusses the shift in strategy for Chinese companies going overseas, moving away from low-price competition to focusing on brand building and technological innovation as a means to capture higher-end markets [2][10]. Group 1: Challenges Faced by Chinese Companies - Ten years ago, a Chinese entrepreneur faced challenges due to trademark registration issues and intense price competition in the overseas market, leading to diminishing profits [1]. - Many Chinese companies are currently grappling with the same dilemma of whether low-price strategies are still viable in the face of increasing global trade complexities and geopolitical tensions [2]. - The U.S. market exemplifies this challenge, with tariffs on Chinese goods rising to 145% and the removal of exemptions for products under $800, significantly increasing costs for low-priced products [2][12]. Group 2: Transitioning Strategies - Companies like Magcubic have recognized the need to pivot from low-price strategies to brand development and technological differentiation to survive in competitive markets [3][4]. - The introduction of new technologies, such as improved LCD screens, has allowed companies to offer competitive products at lower costs compared to established brands, thus validating the shift towards quality and brand [5][6]. - The trend of moving towards higher-end markets is not limited to individual companies; platforms like SHEIN and Temu are also adjusting their strategies to target higher price points and better quality products [11][12]. Group 3: Examples of Successful Transition - Magcubic's new projectors, utilizing advanced technology, have successfully penetrated the market with a price point significantly lower than competitors, demonstrating the effectiveness of this new approach [5][6]. - Midea's U-shaped air conditioner, designed for the North American market, showcases how innovation can lead to successful entry into high-end segments, despite higher pricing compared to traditional products [9][10]. - Companies are increasingly focusing on enhancing product design, cultural value, and brand storytelling to elevate their offerings and appeal to higher-end consumers [10]. Group 4: Market Dynamics and Future Outlook - The article highlights a broader trend among Chinese companies and platforms to abandon the low-price model in favor of strategies that emphasize quality and brand recognition [10][11]. - The competitive landscape is evolving, with platforms like AliExpress and Temu also aiming to support brands in achieving higher sales through subsidies and marketing strategies [16][19]. - The future of Chinese manufacturing and export strategies may hinge on shedding the "cheap" label and embracing innovation and brand development as core components of their business models [19].