中国广告协会会长张国华：企业出海关注度有所回落 战略地位仍不可替代

Core Insights - The president of the China Advertising Association, Zhang Guohua, stated that the focus on Chinese enterprises going abroad has decreased, but their strategic importance remains irreplaceable [1][2] Group 1: Export Performance - In the first 11 months of this year, China's total goods trade export exceeded the entire export amount of 2024, contributing significantly to economic growth [1] - According to the General Administration of Customs, the total value of China's goods trade import and export reached 41.21 trillion yuan, a year-on-year increase of 3.6%. Exports were 24.46 trillion yuan, up 6.2%, while imports were 16.75 trillion yuan, up 0.2% [1] Group 2: Economic Growth and Challenges - Current predictions suggest that China's economic growth rate will remain around 5%. Without the 1.7 percentage points contribution from foreign trade, achieving the "5% target" would face severe challenges [2] - Despite the decline in market attention towards enterprises going abroad, the recognition and acceptance of Chinese products globally are continuously improving [2] Group 3: Challenges Faced by Chinese Enterprises - Chinese products are still perceived as low to mid-end in the international market, leading to insufficient pricing power and low profit margins for enterprises [2] - There is a need for Chinese enterprises to deeply understand cultural differences in target markets, as many still apply domestic marketing strategies that do not meet overseas market demands [2] - Companies must build a comprehensive localized ecosystem, collaborating with local partners to establish logistics networks, including key nodes like ports and distribution centers, to ensure efficient supply chain operations [2]