2025年第41周：跨境出海周度市场观察

Group 1 - The core strategy for Chinese companies going global has shifted from market expansion to building cross-cultural influence, emphasizing brand development, cultural integration, and value leadership [3][4] - The Fourth Global Digital Trade Expo concluded with a procurement amount of 30.9 billion yuan, doubling year-on-year, with AI, cultural exports, and cross-border e-commerce orders accounting for 82% [5] - Southeast Asia is becoming a key battleground for businesses, with the e-commerce GMV expected to reach 128.4 billion USD in 2024, driven by platforms like TikTok Shop, Shopee, and Lazada [6] Group 2 - The Chinese online literature industry is evolving from simply selling stories to creating an ecosystem, leveraging AI technology for content adaptation and expanding through multi-modal development [7] - The gaming industry is witnessing a strong performance in overseas markets, with Chinese games projected to generate 18.557 billion USD in overseas sales by 2024, capturing nearly 40% of the domestic market [8] - The smart connected vehicle industry is being analyzed through a comprehensive landscape report, focusing on the supply chain and core technology layers essential for overseas expansion [9] Group 3 - Chinese home appliance brands are intensifying their overseas strategies, with Haier and Hisense establishing significant manufacturing bases in Thailand, aiming for a full industry chain presence [10] - The short drama export market is rapidly growing, driven by the demand for fast-paced content, particularly among Gen Z consumers in North America and Southeast Asia [11][12] - The electric vehicle sector is accelerating its global expansion, with Chinese brands gaining market share in Europe and Southeast Asia due to competitive pricing and technological advantages [13] Group 4 - Chinese pool cleaning robot brands are expanding internationally, enhancing brand awareness through partnerships with international sports events [14] - The apparel export market is highly competitive, with brands focusing on data-driven strategies and localized operations to capture consumer demand [15][16] - AI healthcare is attracting significant investment from QDII funds, with a focus on market potential despite high valuations in the Hong Kong market [17] Group 5 - The cross-border e-commerce landscape is evolving, with platforms like AliExpress shifting from low-price competition to a brand-focused strategy to attract higher-end brands [33] - JD Joybuy is collaborating with Ningbo's cross-border e-commerce zone to accelerate brand export plans, leveraging local advantages for digital transformation [34] - The cultural export strategy is being enhanced by traditional Chinese brands, showcasing heritage products on international stages to promote "Made in China" [31][32]