闽商再出海，故事换了讲法

Core Viewpoint - Fujian is emerging as a significant player in China's cross-border e-commerce landscape, with a notable shift from being a manufacturing hub to becoming a brand-centric market, driven by the growth of B2C exports and the rise of local brands [1][16]. Group 1: Cross-Border E-Commerce Growth - In 2024, Fujian's cross-border e-commerce export scale is projected to reach 178.81 billion yuan, marking a 17.8% year-on-year increase, ranking fourth nationally [1]. - B2B remains the dominant model, accounting for approximately 80% of exports, but B2C is increasingly gaining traction as a new growth curve [1]. - The cross-border e-commerce transaction scale in Quanzhou has surpassed 62 billion yuan in 2024, with footwear and apparel making up 78% of the exports [7]. Group 2: Transformation of Local Brands - Quanzhou, known as the "world's sneaker capital," produces 1.3 billion pairs of shoes annually, capturing 20% of the global market share [4]. - Peak, a representative brand from Jinjiang, has transitioned from OEM to developing its own brand, achieving a 2.1% market share in the global Amazon market for basketball shoes in 2024 [4]. - Dokotoo, originating from Shishi, has become a top seller on Amazon in the women's apparel category, leveraging the local supply chain to achieve significant sales [5][8]. Group 3: Diverse Industry Contributions - Xiamen is evolving into a "cross-border new factory laboratory," with a diverse manufacturing base that includes apparel, fitness equipment, and electronics, positioning itself as a new growth hub for B2C brands [11]. - BALEAF, a prominent brand from Xiamen, has achieved over 1 billion yuan in annual revenue, becoming a leader in the women's athletic shorts category on Amazon [8]. - The cross-border e-commerce landscape in Putian is expanding beyond footwear to include cultural and artistic products, with local companies utilizing platforms like TikTok to reach high-end markets [13][14]. Group 4: Advantages and Challenges - Fujian's geographical location and robust industrial foundation facilitate efficient logistics and a diverse product range, enhancing its competitiveness in cross-border e-commerce [16]. - The rise of the "second-generation entrepreneurs" is driving innovation and brand development, combining traditional manufacturing strengths with modern marketing strategies [18]. - However, challenges such as brand building, increasing competition, and regional development disparities pose significant hurdles for the industry [19][20].