作者： 贺晓青，科尔尼大中华区总裁 陈沛祎，科尔尼董事 崔向忠，科尔尼项目经理 中国品牌引发全球热浪 最新数据显示，2024年上半年其海外营收突破14亿元，占总营收比重跃升至30%，较2021年同期 激增近三倍，显著印证海外市场已成为驱动企业增长的核心引擎。 点击阅读全文 下载报告全文 趋势扫描：谁在全球抢滩登陆 ——消费品子行业的"出海竞技场" 这股热潮背后，是中国消费品出海范式的根本性变革。过去，我们谈论的是"中国制造"的性价比；今 天，我们见证的是"中国品牌"的情感连接力。中国品牌不再仅是商品的远渡重洋，更是一种文化表达和 生活方式的高效输出。它们正以更快的速度、更深的本地化策略和更强的品牌心智，重新定义全球消费 图景（见图1）。 这一新出海时代，呈现出以下 四大核心特征 （见图2）： 近年来，泡泡玛特旗下多个IP在全球市场持续掀起消费热潮。Labubu系列在海外表现极为亮眼： 泰国品牌门店一度 成为当地商场人气之最，不得不采取限流措施；美国纽约快闪店开业当日引发 抢购狂潮，多款限定款迅速售罄；伦敦门店也曾因新品发售出现消费者彻夜排队的盛况。 与此同时，Skullpanda系列在美国Z世代群体中引发新一 ...

围绕椰子产业发展，"椰好三章"打造三大核心产品体系：以冷压鲜椰乳为代表的"新鲜章"，以特制椰子油及护肤品为核心的"滋养章"，以及融合椰子与海南 风味食材的创意休闲食品"美味章"，形成立体多元的"椰生活方式"品牌生态。凭借卓越的产品品质与创新理念，以及品牌传递的健康自然生活主张，"椰好 三章"成功跻身本届巴拿马太平洋万国博览会参展阵容。展会期间，品牌携明星产品及多款国际版新品集中亮相，向全球客商与消费者展现海南风味的独特 魅力，以及中国农产品精深加工的科技实力。 近日，海南特色品牌"椰好三章"受邀亮相第110届美国巴拿马太平洋万国博览会，作为中国消费品牌代表登上这一具有百年历史的国际展会舞台。此举标志 着海南本土品牌国际化发展迈出关键一步，也是我国区域特色农产品精深加工品牌获得国际高端平台认可的重要里程碑。 "椰好三章"是植根海南的新锐消费品牌，立足海南得天独厚的热带资源禀赋，聚焦椰子等特色农产品深度开发与价值提升。品牌以科技创新与设计赋能为抓 手，构建起涵盖饮品、食品、个护产品的"全椰"产品矩阵，倡导自然、健康、轻松的高品质生活方式。 本届博览会云集全球顶尖品牌、采购商、投资机构及行业专家，为参展方搭建起广阔 ...

Core Insights - The opening of the first store of Mixue Ice City in Hollywood, Los Angeles, marks a significant step in its global expansion strategy, responding to previous market entries by competitors like Luckin Coffee [3][5]. Group 1: Market Entry and Strategy - Mixue Ice City’s overseas expansion is a well-planned strategic move rather than a spontaneous decision, leveraging insights gained from intense domestic competition [5]. - The company has successfully replicated its business model in the U.S. market, utilizing competitive pricing and a robust supply chain to create a significant market impact [5][19]. - The pricing strategy in Los Angeles includes a combo package priced at $3.99, which is significantly lower than local competitors, thus reshaping consumer value perception [7][9]. Group 2: Consumer Preferences and Product Offering - Mixue Ice City has tailored its product offerings to meet local consumer preferences, introducing sugar levels of 120%, 150%, and even 200% to cater to American tastes for sweetness [12]. - The brand has transformed its image from a typical tea drink provider to a trendy lifestyle brand, attracting customers with unique product offerings and engaging marketing strategies [14]. Group 3: Supply Chain and Operational Efficiency - The company’s ability to offer low-priced products is supported by a strong global supply chain, which includes a significant agreement with Brazil for sourcing coffee beans worth no less than 4 billion RMB [21][22]. - This strategic supply chain development allows Mixue Ice City to maintain competitive pricing while ensuring product quality, positioning it favorably against competitors [19][24]. Group 4: Broader Implications for Chinese Brands - The success of Mixue Ice City signifies a structural shift in the global market position of Chinese brands, showcasing their ability to compete effectively against established international players [25][31]. - The evolution of Chinese brands in highly competitive domestic markets has led to faster product iterations and more refined marketing strategies, enabling them to outperform less organized overseas markets [31][32].

为了帮助出口产品创新升级，义乌市在小商品城设立了知识产权维权服务的办公点，为小商户们提供专利申请、商标注册、版权登记和海外 维权等服务。截至2024年底，义乌市有效专利数量超3.7万件。今年前三季度，义乌圣诞用品出口51.7亿元，同比增长22.9%。 这是12月17日在浙江义乌国际商贸城拍摄的带有"Hello 2026"装饰的发箍。新华社记者 刘澈 摄 新华社沈阳12月26日电 题：从产品升级到文化出海：中国节日用品热销国际市场 新华社记者武江民、于也童 记者日前走进辽宁省鞍山祺翔工艺品有限公司的生产车间，看到工人们正忙碌地生产和打包兔子、彩蛋等复活节工艺品。这批产品将横跨太 平洋，出现在美国大型超市的节日展柜，抢占复活节市场。 这家位于中国东北小城的工艺品企业，从1988年就开始为海外节日生产工艺品。"过去，我们主要为海外客户订单生产，产品种类较少，制作 工艺简单。"企业总经理李孝威说，如今企业不仅在国外注册了自主品牌，还建立起专业的设计团队，开发了千余种新产品。 过去是卖产品，现在是卖创新。近年来，中国制造的海外节日用品持续升级，凭借丰富的种类、精湛的工艺与可靠的品质，持续圈粉海外市 场。 在浙江省义乌市 ...

Core Viewpoint - The article discusses the fluctuations in China's home appliance exports in 2025, highlighting the challenges posed by changing tariffs and the strategies employed by Chinese companies to mitigate these impacts while maintaining their status as a global manufacturing and export powerhouse in the home appliance sector [3]. Group 1: Challenges and Strategies - Chinese companies are facing significant challenges due to sudden tariff increases, such as the over 100% tariff imposed by the U.S. in April 2025, which led to order cancellations and financial strain [5]. - Companies like 乐途电器 explored various countries for production facilities, including Vietnam and Cambodia, but faced obstacles such as high rental costs and geopolitical issues affecting power supply [5][6]. - After multiple assessments, 乐途电器 ultimately decided to expand its production capacity in China rather than establishing overseas factories, reflecting a broader trend among Chinese manufacturers to prioritize domestic production amidst tariff uncertainties [6][7]. Group 2: Market Dynamics and Performance - Despite tariff disruptions, companies like 新宝股份 and TCL are still primarily producing for the U.S. market domestically, indicating a reliance on local manufacturing to meet demand [7][8]. - 海尔智家 reported growth in the North American market by enhancing local production efficiency and expanding regional capacity, while also achieving significant revenue growth in emerging markets [11]. - The overall export volume of large home appliances from China is expected to reach a record high of over 210 million units in 2025, with varying performance across different product categories [13]. Group 3: Global Expansion and Localization - Chinese home appliance brands are increasingly focusing on localization strategies, moving from merely exporting products to establishing a presence in local markets through production and branding efforts [10][14]. - Major companies are investing in overseas production bases and enhancing their marketing strategies, including sports sponsorships, to strengthen brand recognition and consumer engagement [12]. - The trend indicates a shift towards a model of "Chinese R&D + overseas production + local sales," which aims to mitigate trade risks and align more closely with market demands [14].

Core Viewpoint - The Chinese home appliance industry is experiencing fluctuations in exports due to changing tariffs, but China remains a dominant manufacturing and exporting country, with brands continuing to expand globally despite challenges [4]. Group 1: Company Strategies - Leto Electric decided to continue production in China while exploring overseas markets after facing unexpected tariff increases in the U.S. [5] - The company faced challenges with U.S. tariffs exceeding 100%, leading to canceled orders and financial strain, prompting exploration of production in Vietnam and Cambodia [5][6]. - After evaluating production options in Cambodia and Malaysia, Leto ultimately chose to expand its production capacity in China, increasing factory space by one-third [6][10]. Group 2: Industry Trends - Despite tariff disruptions, companies like Leto and Xinbao continue to prioritize domestic production for U.S. orders, with Xinbao expanding its manufacturing base in Indonesia [7]. - Major brands like Haier and Midea are enhancing their overseas production capabilities and focusing on local market engagement through sports marketing and brand interaction [9][10]. - The global home appliance market is projected to grow, with retail volume expected to reach 7.8 billion units and retail value to reach $425 billion by 2028, indicating a compound annual growth rate of 1.8% and 2.5% respectively [9]. Group 3: Market Dynamics - The Chinese home appliance sector is expected to see stable growth in exports, with an estimated 21 million units exported in 2025, despite varying performance across product categories [10]. - Chinese brands are increasingly dominating the global market for robotic vacuum cleaners, capturing 65.7% of the market share [11]. - The trend of Chinese brands transitioning from merely exporting products to establishing a local presence and adapting to market needs is becoming more pronounced [12].

此外，在家具家装行业，HOODINK智能灯具以场景叙事点亮美区的夜晚和节日；日用家纺行业， Bedsure凭借一款宽抽条毛毯在海外冬日中脱颖而出；汽摩工具品牌Fanttik将专业工具做成新潮配件， 通过与火箭队联名注入情感价值，引发球迷共鸣扩大影响力，并线下举办活动进行场景化种草，让硬核 工具长出品牌故事与温度…… 2025年，中国品牌出海浪潮奔涌。这一年，跨境电商平台TikTok Shop跨境自运营(POP)模式展现出强大 动能，尤其在美国市场，成为众多中国商家实现跨越式增长、建立全球品牌认知的关键舞台。根据 TikTok Shop官方数据显示，美区"全球黑五"大促季破纪录，对比年中翻倍增长。 越来越多商家通过"好商品、好内容、好营销、好服务"共同发力，在TikTok Shop上不仅实现生意爆 发，更建立起品牌认知与用户信任。 透过2025年涌现出的优秀案例，为跨境POP商家探寻新的一年出海新主场的增长路径。他们的增长路 径，值得深入探究。 在服饰服配领域，Katch Me Chic聚焦20-50岁女性，做"不挑身材"的简约设计，并借助平台快速测款、 精准备货，同时，通过发起内容挑战赛，设立奖金池、每月联动 ...

从事手机销售工作近4年的凯文，几乎见证了荣耀品牌在英国发展的全过程。"以前顾客总会问荣耀 是什么牌子，现在我们的手机成为不少人的购机首选。"他说。 2021年底，荣耀手机正式进入英国市场。自当年11月推出首款产品以来，几款热销产品售价从700 英镑至1700英镑不等，都属于高端机型。"在这里，手机企业绕不过做高端产品。"荣耀英国市场负责人 张斌介绍，英国手机市场有两个"70%"——高端机占比70%，运营商渠道占比70%，品牌忠诚度高、高 端需求旺盛且渠道高度集中。 针对英国市场特点，荣耀以折叠屏手机为突破口，连续推出的几款产品凭借轻量化设计、较强性能 与更长续航，赢得市场认可。"相比其他同类产品，折叠屏手机更轻薄、更时尚，吸引很多消费者前来 咨询。"凯文介绍。"外形好看、功能丰富，我一眼就被折叠屏手机吸引了。"正在购物的顾客克里斯托 弗·琼斯说。 同时，荣耀还与运营商合作，通过"手机+平板"组合促销策略，让消费者得实惠、运营商拓客户、 品牌赢市场。目前，产品进驻超2600家线下零售店。 "耕耘市场，最重要的是下慢功夫。"张斌表示，消费者需要时间建立信任，运营商需要时间验证合 作模式，品牌也需要时间积淀口碑。为 ...

Core Insights - The "New Consumption Conference" highlighted the trend of Chinese brands expanding internationally, with a focus on brand and cultural globalization as a core strategy for growth [1][2] - The conference discussed whether going global is a necessary path for companies or a strategic choice that requires careful consideration [1] - The growth opportunities presented by international markets are a significant attraction for companies looking to expand [2] Group 1: Reasons for Going Global - Chinese brands are increasingly seeking to expand internationally as their domestic market capabilities reach saturation, transitioning from seeking initial profits to leveraging their established competencies [1][2] - The need for Chinese brands in the global market is evident, as international consumers are increasingly recognizing and requiring Chinese products [2] - Companies like MOVA have set global market entry as a strategic goal from their inception, indicating a shift towards long-term global competitiveness [3] Group 2: Challenges and Strategies - Establishing a global brand is challenging, with the primary hurdle being consumer understanding and acceptance of "Brand from China" [3][4] - Companies must adapt their products and branding strategies to local markets, as relying solely on product offerings can lead to vulnerability in competitive pricing environments [4] - The lifecycle of international expansion involves initial market intelligence gathering, followed by operational integration with local suppliers and customers [4] Group 3: Market Trends and Future Outlook - Southeast Asia is becoming a key market for Chinese brands, with Malaysia and Vietnam identified as primary targets for expansion [4] - The trend of Chinese brands going global is evolving from an optional strategy to a necessary capability, emphasizing the importance of product localization and operational depth [4] - The future of international expansion will require companies to build local supply chains and adapt to regional consumer preferences to ensure sustainable growth [4]

"中俄贸易不是权宜之计，而是战略必然！而俄罗斯电商就是中俄贸易的"压舱石"与"加速器"。"这是胡锡进老师 首次在俄罗斯电商活动中发言，胡老师的动情发言，道出了中俄贸易的深厚渊源。"Yandex Market不止是平台， 而是帮助中国卖家快速搭建俄罗斯生态与用户信任的基石！中国制造跨境出口的未来不是卷，从"拼价格"到"拼实 力"的华丽转身。每一个包裹，都是咱们中国的"移动广告牌"！"胡锡进老师同时给予了Yandex Market高度的评 价，给予跨境卖家殷切的期盼。 "Привет"，随着知名媒体人胡锡进的俄语开场，一场俄罗斯电商里程碑式的峰会正式在深圳会展中心拉开帷幕。 这场由俄罗斯领先的电商平台Yandex Market主办的官方品牌峰会，吸引了6000多名跨境电商卖家参与。此次峰会 不仅象征Yandex Market对中国市场的加码布局，更是俄罗斯官方对中国公民免签背景下，中国商品全面进入俄罗 斯市场的重大拐点。 "俄罗斯电商过去5年增长了500%+，已经跃升欧洲前二。"Yandex Market 中国区CEO王玉龙现场展示了Yandex Market的年度成绩单：Yandex Market前三季度GMV ...