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从性价比到全球情感共鸣,中国品牌出海迎来 "价值跃迁"
Nan Fang Du Shi Bao·2025-09-22 07:36

Core Insights - The total cross-border e-commerce import and export volume in China reached 1.32 trillion yuan in the first half of 2025, marking a year-on-year growth of 5.7%, indicating a significant transformation in the industry where Chinese brands are moving from a "low-price, high-volume" model to a focus on technological innovation, localization, and emotional value creation [1] Group 1: Technological Innovation - Chinese outbound brands are breaking category boundaries through technological breakthroughs, with products like the HOVERAir flying camera and JisuLife portable fan showcasing innovative features that cater to specific market needs, leading to significant sales success [2] - The HOVERAir flying camera, designed to meet Japanese regulations, became a bestseller on Amazon on its launch day, exemplifying the philosophy of "creating demand" rather than merely discovering it [2] - In the first quarter of 2025, the top four global smart vacuum robot brands by shipment volume were all Chinese, highlighting the role of technological innovation as a core driver for Chinese products to penetrate high-end markets [2] Group 2: Localization Strategy - Successful globalization strategies are shifting from "global uniformity" to "local deep cultivation," with over 75% of outbound brands establishing operations in five or more overseas markets [3] - The green mobility brand Heybike has successfully penetrated 20 countries, including the U.S. and Japan, by integrating into local cycling cultures through emotional marketing initiatives [3] - JisuLife's localized strategy includes adjusting product offerings based on regional consumer habits, achieving significant sales milestones with over 30 million units sold and revenue exceeding 1 billion yuan [3] Group 3: Emotional Value and AI Empowerment - Chinese brands are creating emotional connections with global consumers, as seen with Pop Mart's Labubu3.0 series, which experienced a nearly 480% increase in overseas revenue in the first quarter of 2025 [4] - The integration of AI in cross-border e-commerce is accelerating, with 45% of companies using generative AI for product innovation and 86% of small to medium-sized brands considering AI a key driver for marketing success [4] - The transformation in cross-border e-commerce is not only about trade data growth but also about establishing new pathways for Chinese brands to connect with global consumers on an emotional level [4]