Core Viewpoint - The article emphasizes the transformation of Chinese brands as they expand internationally, moving from a focus on manufacturing to building their own brands and engaging directly with global consumers [3][10][20]. Group 1: Brand Evolution - Chinese brands are no longer satisfied with being part of the manufacturing chain; they aim to engage directly with consumers globally [3][10]. - The shift from "manufacturing" to "branding" represents a significant change in strategy for many companies, particularly among the new generation of leaders [3][8]. Group 2: Case Study - Qualfort - Qualfort, a clothing brand, exemplifies this transition by moving from a traditional OEM model to establishing its own brand, emphasizing the importance of advertising as a long-term asset rather than a mere expense [5][7]. - The brand utilized Amazon's advertising tools to enhance its visibility and consumer engagement, transitioning from product visibility to brand recall [7][19]. Group 3: Challenges and Opportunities - The article highlights the challenges faced by brands in adapting their products and marketing strategies to diverse international markets, emphasizing the need for localization [11][20]. - As more brands establish a foothold in global markets, the focus shifts to becoming truly global brands, which involves navigating cultural differences and market expectations [10][11]. Group 4: Advertising and Brand Building - The role of advertising is redefined as a tool for building long-term relationships with consumers rather than just driving immediate sales [19][20]. - Amazon's advertising ecosystem is presented as a comprehensive tool for brand building, allowing brands to engage with consumers across multiple touchpoints [19][21]. Group 5: Future Directions - The article concludes that the journey for Chinese brands is far from over; the next challenge is to be chosen and loved by consumers in various cultural contexts [20][21]. - The upcoming "Waterman Star Program" aims to provide ongoing insights into the experiences of Chinese brands as they navigate international markets [20][21].
从默默耕耘到全球领跑:中国品牌出海进化
36氪·2025-09-10 13:35