2023中国品牌全球化服务新趋势报告

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The report highlights a significant shift in China's export strategy, focusing on emerging markets such as Southeast Asia, Latin America, and Africa, rather than traditional markets like the US and Europe [2][23] - The increasing importance of private foreign trade enterprises is noted, with their import and export volume surpassing 60% of the total [2] - The report emphasizes the growing role of globalization service providers in supporting Chinese brands as they expand internationally [3] Summary by Sections 1. Review of Major Events in 2022 - The report reviews key events in 2022 that impacted Chinese brands' international expansion, including significant investments and market entries by major companies [9][15] - It notes that traditional manufacturing companies are increasingly becoming the main players in overseas markets, moving away from startups [37][39] 2. Current Status of Chinese Brands Going Global - Chinese brands are shifting their focus to emerging markets, with Southeast Asia showing a growth rate of over 5% and a rising middle class population [28][34] - The report indicates that the perception of Chinese brands is more favorable in emerging markets compared to developed ones, facilitating their international ambitions [25][34] 3. Challenges and Required Capabilities for Globalization - The report identifies five major challenges faced by brands in their globalization efforts, including market entry barriers and competition [3] - It outlines four essential capabilities that brands need to develop to succeed in international markets, such as adaptability and innovation [3] 4. Trends in Globalization - The report discusses three major trends in globalization, including the rise of e-commerce and digital platforms as key channels for market entry [4][41] - It highlights the increasing integration of Chinese cultural elements into branding strategies, which is seen as a way to enhance brand appeal in international markets [44][50] 5. Overview of Globalization Service Providers - The report provides an overview of the current state of globalization service providers, emphasizing their role in facilitating the international expansion of Chinese brands [57][58] - It includes an ecosystem map of these service providers, illustrating the interconnectedness of various players in the globalization landscape [58]