屈田：复盘极兔出海全球的“三次突围”

Core Viewpoint - The notion that "not going overseas means being out of the game" is a fallacy, and blindly expanding internationally can be more dangerous [1] Group 1: Strategic Insights - True champions understand the strategy of "winning before fighting," summarized in the formula: Time and Space Selection × Deep Localization = Overseas Champions [2][9] - The success of companies like J&T Express is attributed to their ability to navigate crises and achieve critical breakthroughs, demonstrating the importance of strategic planning in international expansion [6][15] Group 2: Market Dynamics - The recent partnership between J&T Express and SF Express represents a significant alliance between the largest express companies in China and emerging markets, with a combined market value of $40 billion [5] - J&T Express has become the largest express company in Southeast Asia, holding a 33% market share and processing 27 million packages daily, indicating its strong market position [20] Group 3: Expansion Phases - J&T Express's first breakthrough was establishing a foothold in Southeast Asia, particularly Indonesia, which has the fastest e-commerce penetration growth outside of China and the U.S. [19] - The second breakthrough involved returning to China to leverage the changing market dynamics, where the share of major players was declining, allowing new entrants to gain a foothold [23][25] - The third breakthrough was global expansion into Latin America, the Middle East, and Africa, capitalizing on the global growth of Chinese e-commerce platforms [27] Group 4: Localization Importance - Deep localization is crucial for success in international markets, requiring teams to be physically present in the target country to understand the market effectively [8][30] - Companies must adopt a startup mentality when entering new markets, ensuring that local teams are empowered and not managed remotely [30] Group 5: Recommendations for Companies - Companies should assess whether they should go overseas, as not all are suited for international expansion; the idea that "not going overseas means being out of the game" is misleading [32] - It is advisable for companies to align with major trends and platforms when expanding internationally, as J&T Express did by following the global e-commerce trend [33] - Careful consideration is needed when choosing the first market for expansion, whether it be developed markets or emerging ones [34]