中国品牌出海：为什么能力越强，“死”得越快？

Core Viewpoint - The article emphasizes that Chinese brands must adapt their strategies when entering overseas markets, as the "industrial-grade" approach that works domestically may not be effective abroad. The phrase "If you don't go overseas, you will be eliminated" reflects the urgency for companies to expand internationally, but they must do so with a nuanced understanding of different market dynamics [1][2][3]. Group 1: Challenges of Going Overseas - Many Chinese entrepreneurs attempt to apply their domestic operational models and substantial marketing budgets to global markets, only to find that their strategies are misaligned with local conditions [3][6]. - The article highlights that the underlying logic of overseas markets differs significantly from that of domestic markets, where Chinese e-commerce excels in "information flow" while overseas markets still rely heavily on traditional methods like "envelopes" (EDM emails, SMS) [15][16]. - The article warns that using overly aggressive domestic strategies can lead to internal competition among Chinese businesses in foreign markets, rather than successful market penetration [15][16]. Group 2: Strategic Framework for Overseas Expansion - The author introduces the W.A.V.E.S model as a systematic approach for Chinese brands to navigate overseas markets, which includes: - W (Weigh): Self-positioning to choose the right battlefield - A (Analyze): Market analysis to identify blue oceans where supply chain advantages can thrive - V (Vector): Channel layout combining content, shelves, and independent sites - E (Execute): Transforming content production from creative tasks to engineering processes - S (Scale): Scaling operations from 1 to 100 [21][32]. - The article stresses the importance of brand building over mere product selling, arguing that brand equity can provide long-term returns and help avoid price wars [17][18]. Group 3: Insights on Content Production - The article posits that content production for overseas markets should be approached as an industrialized process rather than relying solely on creativity, especially in the AI era [19][20]. - By developing a mature library of materials and scripts, companies can make their overseas marketing efforts more predictable and controllable [20]. Group 4: Future Outlook - The article concludes that Chinese brands need to evolve beyond their current operational frameworks and embrace AI-driven efficiencies and deep brand recognition to thrive in the next decade [25][26]. - It emphasizes that going overseas is not merely about selling products in new locations but represents a fundamental shift in business focus and strategy [27].