广货行天下 全球开“利是”

Core Viewpoint - The article emphasizes the integration of cultural elements into the global marketing strategy of Guangdong products, using the concept of "利是" (red envelopes) as a symbol of warmth and emotional connection in international trade [1][2]. Group 1: Hard Power of Guangdong Products - Guangdong products have established themselves as a core representative of Chinese manufacturing in global competition, with the Guangdong-Hong Kong-Macao Greater Bay Area's smart home appliance industry accounting for nearly 30% of the global market [3]. - The region produces a significant portion of China's consumer electronics, with brands like Huawei, OPPO, and vivo leading innovation, and Guangdong's exports in textiles and toys making up nearly 20% of the national total [3][4]. - The true "hard currency" attribute of Guangdong products lies in their stringent quality control and standards, which serve as a passport to international markets [3][4]. Group 2: Soft Power and Emotional Connection - The concept of "年货" (New Year goods) is evolving from mere products to carriers of culture, emotion, and blessings, with Guangdong's agricultural products leading in export value during the 14th Five-Year Plan period [6]. - The emotional aspect of "年货" is highlighted as a key factor in consumer purchasing decisions, with products like Guangdong lychees and traditional dishes becoming symbols of cultural connection for overseas Chinese [6][7]. - Digital technology is reshaping the export of "年货," allowing for precise market targeting and enhancing consumer engagement through storytelling and cultural narratives [7][8]. Group 3: Media+ Ecosystem for Global Reach - The "Media+" ecosystem is being developed in Guangdong to enhance the connection between products and global consumers, focusing on storytelling and cultural representation [10][11]. - This platform aims to improve supply-demand connectivity and address challenges faced by small and medium enterprises in international markets, facilitating easier access to global procurement networks [11][12]. - The initiative is expected to create a continuous narrative around Guangdong products, aligning with seasonal themes to maintain engagement and cultural relevance throughout the year [12].