Core Insights - The narrative of Chinese enterprises' globalization has evolved from merely exporting products to offering culturally rich experiences and identities [1][9] - The recent event hosted by 36Kr focused on the theme of cultural export, gathering representatives from various sectors to discuss new paths, challenges, and opportunities for Chinese culture in the global market [1] Group 1: Globalization Trends - Chinese companies are increasingly seeking to expand into emerging markets like Southeast Asia and the Middle East to find a "second growth curve" amid domestic market saturation [3][4] - The food export from China to Southeast Asia is significant, with an estimated value of approximately 20 billion RMB in 2023, while the Southeast Asian restaurant market is projected to grow from 190 billion USD to 349 billion USD by 2029 [5] Group 2: Key Success Factors - Successful internationalization requires companies to "go out" and address localization challenges to thrive in foreign markets [4] - A pyramid model outlines the key elements for globalization: strategic reasons for expansion, differentiated operational models, and three supporting systems: global processes, adaptable organizational structures, and capable teams [5][6] Group 3: Case Studies and Models - Notable brands like Haidilao and Bawang Tea have successfully expanded overseas, with Haidilao establishing Singapore as its second-largest market after the U.S. [6] - The rapid growth of brands like Pop Mart and TCL in international markets is attributed to strategic location choices and sponsorship of major events [6][7] Group 4: Cultural and Market Adaptation - The ASEAN region serves as a crucial launchpad for Chinese companies due to cultural similarities and the rise of digital platforms like TikTok, which facilitate cultural influence [7] - The standardization of local delicacies, such as Liuzhou snail noodles, is essential for successful globalization, supported by government initiatives to enhance the industry [8]
杭州微念新供给事业部总经理杨叶护：中国地方美食产业全球化的新密码| 2025中国—东盟博览会品牌文化出海交流会
3 6 Ke·2025-09-25 06:50