中国品牌出海，是降维打击还是能力过剩？

Core Viewpoint - The article discusses the challenges faced by Chinese brands when expanding overseas, emphasizing that their advanced capabilities in the domestic market may become obstacles in foreign markets. It argues that a different approach is necessary for success in global markets, rather than simply applying domestic strategies [1][5]. Group 1: Market Dynamics - Many Chinese brands fail overseas not due to lack of capability, but because of "overcapacity" in their strategies [6][21]. - The evolution of China's e-commerce ecosystem has outpaced global markets, leading to a disconnect in operational strategies [6][8]. - In China, the market has advanced to a stage of precise "information flow transactions," while overseas markets still rely on basic methods like email marketing [8][12]. Group 2: Content Production and Consumer Behavior - China has achieved "content engineering," producing thousands of high-conversion videos daily, while overseas influencers focus on unique creativity and aesthetics [9][10][11]. - The fast-paced live streaming culture in China contrasts with the slower adoption of similar practices in Western markets, where consumers are still adapting to mobile shopping [12][13]. Group 3: Strategic Frameworks - The article introduces the W.A.V.E.S model, which helps brands transition from random market entry to a systematic approach for overseas expansion [25][42]. - The model emphasizes self-positioning, market analysis, channel layout, execution, and scaling as critical components for successful international growth [26][27][37][44][49]. Group 4: Brand vs. Product Export - The distinction between "product export" (speculative logic) and "brand export" (investment logic) is crucial, with the latter focusing on building brand equity and trust [13][14][15]. - Successful brand export can withstand fluctuations in tariffs and geopolitical tensions due to established brand value [15]. Group 5: Future Trends and AI Integration - The article identifies three key elements for the next decade of brand export: the outflow of Chinese supply chain capabilities, the explosion of global content e-commerce, and the transformative role of AI [21][22]. - AI is positioned as a critical tool for enhancing operational efficiency, from strategy formulation to execution and iteration [58][59][60]. Group 6: Execution and Scaling - Effective execution requires an engineering mindset, with a focus on iterative processes and standardized operating procedures (SOPs) to maintain competitive advantage [44][49]. - Scaling involves replicating successful models across similar markets and expanding into offline channels to enhance brand credibility [53][54][55].