中国品牌全球化进程进入加速演化阶段，《品牌出海手册2.0》以"AI赋能品牌出海"为核心主题，为企业提供贯穿"认知-策略-执行-优化"的全链路指导。 过去一年，贸易摩擦、关税调整与平台合规新规给企业出海带来成本陡增、准入门槛提高等冲击，但也催生了新兴市场增长、合规能力升级、技术突围等 结构性机会。 展望2025-2026年，品牌出海呈现三大关键趋势：从"产品出海"迈向"品牌出海"，全球消费者对品牌文化与价值理念的关注度持续上升；AI驱动营销智能 化与内容生产革命，深度重构广告产业链；市场多元化与本地化深耕并行，东南亚、中东、南美等新兴市场成为增长新支点。AI技术在品牌出海中发挥 核心作用，从市场洞察、文化适配、策略优化到内容生成、广告投放、客户管理，全方位助力企业突破传统出海瓶颈。 企业成功出海需构建"人+AI"协同决策机制，建立智能化市场扫描系统、海外消费者深度解码体系、政策与趋势预警机制，在本地化沟通、合规管理、供 应链布局等方面持续发力。同时需警惕数据偏差、文化误读、品牌调性失控等风险，让AI成为品牌全球化战略的加速器，实现高效且有温度的全球化布 局。 本篇太侠分享的是《品牌出海手册2.0》 报告目录： ...

交银国际研究 行业剖析 2025 年 12 月 2 日 消费行业 2026 年展望：新常态下的消费新动能 2025 年消费小幅回暖，2026 年有望延续温和增长：2025 年以来，中国内 地消费市场延续温和复苏态势，1-10 月社会消费品零售总额累计同比增长 4.3%，显示整体需求处于恢复通道。然而，消费者信心指数虽逐季回升但 仍徘徊在荣枯线下，储蓄意愿维持高位、CPI 低位运行，均反映出消费者 偏谨慎的心态。因此我们看到，性价比趋势下多数细分行业仍面临需求偏 软与竞争加剧的双重压力；但另一方面，消费者更加重视情绪价值，同时 "以旧换新"等政策有效带动家电等品类，相关子行业成为年内消费主 线。展望2026年，消费有望延续温和增长的新常态，其核心特征是总体需 求增速偏缓，但消费理性化与需求层级的上移不断推动结构性分化，进而 成为细分市场的重要增长动力。市场将逐步构建新平衡，以挖掘消费者需 求为核心，更加重视经营效率提升；企业需精准洞察消费趋势，通过产 品、渠道、技术创新与供应链优化，把握新常态下的结构性机会。 此报告最后部分的分析师披露、商业关系披露和免责声明为报告的一部分，必须阅读。 下载本公司之研究报告，可 ...

Core Insights - Shenzhen's cross-border e-commerce has seen a remarkable revenue increase of 33 times over the past decade, with annual revenue exceeding 20 billion yuan, showcasing a strong entrepreneurial spirit among the "post-90s" generation [1] - The "Shenzhen Cross-Border Big Sale" initiative aims to comprehensively showcase Shenzhen's innovative practices in cross-border e-commerce through in-depth analyses of listed companies and feature stories on unique sellers [2] - Shenzhen has been recognized as the "capital of cross-border e-commerce" in China, leading the nation in cross-border e-commerce import and export volume for three consecutive years, projected to reach 372 billion yuan in 2024, accounting for nearly 40% of the national total [1] Group 1 - The "Shenzhen Cross-Border Big Sale" initiative will include a series of news reports that deeply analyze the brand journeys of listed companies, highlighting the global success of Shenzhen brands [2] - Shenzhen currently hosts 17 listed cross-border e-commerce companies, including notable names such as Anker Innovations and Ugreen Technology, which serve as benchmarks for other brands looking to expand internationally [2] - Unique sellers, referred to as "dark horse" sellers, are also key subjects of reporting, with examples including a flying camera company generating 1 billion yuan in annual sales and a lawnmower robot that tops Amazon sales charts [2] Group 2 - The initiative will produce supplementary materials such as case studies, quarterly rankings, and brand competitiveness white papers, alongside brand activity systems like offline salons and factory tours to enhance industry collaboration [3] - The campaign will leverage multi-channel dissemination through digital platforms and social media to amplify its reach, utilizing the authoritative media platform of Shenzhen Business News and the digital capabilities of the Read Creation client [3] - The comprehensive approach aims to present a complete picture of Shenzhen's cross-border e-commerce landscape and provide high-quality information services and resource connection platforms for industry development [3]

Core Viewpoint - The pricing logic of Chinese stocks is subtly changing, with China taking a more proactive role in global trade, and the manufacturing sector entering a globalization development cycle. The real estate market is stabilizing, leading to a shift in economic thinking, while macro tail risks are decreasing. New technologies and industries are emerging, creating more opportunities in structural development areas [1]. Group 1: New Consumption Trends - The pet food industry is experiencing a simultaneous increase in volume and price, driven by diversified growth and strong brand loyalty, suggesting significant potential for leading brands [2]. - The gold and jewelry sector is expected to maintain a favorable outlook through 2026, with a focus on the value retention of gold jewelry and the strengthening of leading brands [2]. - The collectible toy market is evolving towards a global business model, transitioning from a single product focus to an integrated IP and ecosystem approach, highlighting the importance of strong brand positioning [2]. - The new tobacco sector is seeing stricter regulations but a steady recovery in the compliant market, with increased penetration of heated tobacco products (HNB) [2]. - The AI smart glasses market is projected to grow significantly, with sales expected to reach 1.8 million units by 2026, indicating a shift in product development priorities [2]. - The two-wheeler market is undergoing regulatory changes that are optimizing the industry structure, with leading companies expected to benefit from improved product offerings [2]. Group 2: Cyclical Opportunities - The home furnishings sector is anticipated to remain in an adjustment phase until 2026, with growth driven by demand for soft and smart home products [3]. - The paper industry is facing a tightening supply of wood chips, which may support a gradual recovery in pulp prices, with leading companies expected to enhance their competitive advantages [3]. - The metal packaging industry is seeing increased concentration, with expectations of slight price increases in 2026, while the paper and plastic packaging sectors are maintaining stable demand [3]. Group 3: Export Dynamics - Following the US interest rate cuts, expectations for real estate improvement are rising, and corporate orders are showing signs of recovery, with leading companies benefiting from localized production strategies [5]. - Companies with global layouts, such as home furnishings and automotive brands, are demonstrating resilience and expanding their brand influence through mature local operations [5]. Group 4: Textile and Apparel - The outdoor apparel market is projected to grow significantly, with a CAGR of 9.6% for outdoor clothing and 9.2% for footwear from 2025 to 2029, driven by product innovation [6]. - The men's clothing and home textile sectors are showing resilience, with leading companies benefiting from high dividend yields and online sales growth [6]. - The textile manufacturing sector is optimistic about external demand, with healthy channel inventories and improving orders, particularly in Indonesia as a key production destination [6].

Group 1: Core Insights - The report highlights a shift in China's stock pricing logic, emphasizing three core trends: China's proactive position in US-China trade, stabilization in the real estate market, and the emergence of new technologies and industries creating structural growth opportunities [2][15]. - Key investment directions include structural growth in new consumption trends, enhanced global resource allocation capabilities, long-term advantages of high dividend strategies, and undervalued consumer blue-chip stocks [2][15]. Group 2: New Consumption Trends - The personal care and pet food sectors are experiencing a dual growth trend, with strong brand loyalty and significant single product effects, while the baby care market is diversifying with a focus on quality and price [3][26]. - The gold and jewelry market is expected to maintain a favorable outlook in 2026, driven by the value retention of gold jewelry and the concentration of market share among leading brands [3][26]. - The collectible toy market is expanding, with leading companies transitioning from single product-driven models to integrated IP and ecosystem strategies [3][26]. - The new tobacco sector is witnessing stricter regulations, but the heat-not-burn (HNB) market penetration is accelerating, with key players like Smoore International positioned for growth [3][26]. - The smart glasses market is projected to grow significantly, with global sales expected to reach 18 million units by 2026, driven by advancements in comfort, aesthetics, and AI interaction [3][26]. - The electric two-wheeler market is optimizing its structure due to new regulations, with leading companies expected to enhance their market share [3][26]. Group 3: Cyclical Trends - The home furnishings sector is anticipated to remain in an adjustment phase through 2025, with a potential stabilization in 2027, driven by demand for soft and smart home products [5][6]. - The paper industry is expected to see a gradual recovery in demand, supported by limited new pulp capacity and a potential increase in pulp prices [5][6]. - The metal packaging industry is experiencing increased concentration, with expectations of slight price increases in 2026 as the industry shifts from market share to profitability [5][6]. Group 4: Export Dynamics - The report notes a reshaping of supply dynamics, with improved order visibility for companies following the US interest rate cuts and easing trade tensions [6][15]. - Leading companies with localized overseas bases are expected to enhance their global market share, with brands like TaoTao and ZhiOu demonstrating resilience in international markets [6][15]. Group 5: Textile and Apparel Insights - The outdoor apparel market is projected to grow significantly, with a CAGR of 9.6% from 2025 to 2029, driven by product innovation [7][26]. - The men's clothing and home textile sectors are showing resilience, with leading brands benefiting from high dividend characteristics and online sales growth [7][26]. - The textile manufacturing sector is optimistic about external demand, with healthy order books and a continued shift of production capacity to countries like Indonesia [7][26].

Core Insights - The report maintains a positive outlook on the home appliance sector, emphasizing the potential for growth in both domestic and international markets, particularly in emerging markets and through the development of new product categories [3][5]. Group 1: Market Performance Overview - The home appliance sector has shown varied performance in 2025, with white goods yielding a total return of +1% but underperforming against the CSI 300 by -19% due to high base effects and market competition [11]. - Small appliances have performed well with a +12% return, indicating a shift from scale expansion to value creation, supported by new subsidy policies [11]. - The components sector has excelled with a +70% return, benefiting from investments in emerging technologies such as AI and robotics [11]. Group 2: Domestic and International Sales - Domestic sales have faced pressure due to tightening national subsidies, with expected growth rates for major appliances showing mixed results, while small appliances have fared better [5][38]. - Internationally, emerging markets have outperformed, with a notable recovery in export orders as tariff impacts begin to stabilize [41][42]. Group 3: Product Development and Innovation - The report highlights a continuous upgrade in product structure, with an increasing share of high-end products contributing to profit margins [5][44]. - New product categories such as smart glasses, drones, and UV printers are expected to create new growth opportunities, driven by consumer demand for innovative and personalized experiences [5][10]. Group 4: Investment Recommendations - The report suggests focusing on leading white goods companies as they represent assets with significant growth potential, particularly in the context of favorable U.S. market conditions and anticipated interest rate cuts [5][44]. - Specific companies recommended for investment include Haier Smart Home, Hisense, TCL Electronics, and Ecovacs, among others [5][44].

Group 1: Company Overview - Anhui Kairun Co., Ltd. specializes in OEM manufacturing and brand operation, offering products such as soft bags, luggage, clothing, and fabrics [1][2]. Group 2: Acquisition and Integration - Following the acquisition of Shanghai Jiale, the company has enhanced operational efficiency, with Shanghai Jiale achieving a revenue of 6.85 million yuan and a net profit of 34.75 million yuan in the first half of 2025, reflecting a net profit margin of 5.08%, an increase of 1.79 percentage points year-on-year [2]. - The acquisition strategy focuses on expanding customer categories and product lines, enhancing the synergy between luggage and clothing manufacturing, and providing high-quality services to global top brands [2]. Group 3: Future Development Plans - The company aims to become a respected world-class innovative consumer goods company, focusing on high-quality customer strategies and expanding production capacity in the garment and auxiliary materials manufacturing sectors [3]. - Plans include improving digitalization and intelligence levels, deepening global production layout, and establishing advanced international manufacturing plants [3]. - The brand operation strategy emphasizes market trend monitoring, innovative product design, and enhancing product competitiveness, with a focus on exploring brand expansion into international markets [3].

【大河财立方 记者 朱娟】豫企出海闯世界，链接全球正当时。12月9日，一场聚焦"豫企闯世界暨借港出海、链动全 球"的主题沙龙分享会在郑州航空港区举行。来自河南不同领域的近百位企业家齐聚一堂，围绕全球市场趋势、政策环 境、跨境合规与本地化运营等关键议题进行深度探讨。 活动现场，欧美同学会中部海创中心发布了《豫企出海协作倡议》。该倡议呼吁构建"龙头引领、中小协同、链条联 动"的出海新生态，推动河南企业从"产品输出"向"品牌、产业、技术"综合输出升级。 中国企业出海已进入全新阶段 当前，全球经贸格局正经历深刻变革。对企业而言，出海已不再是可做可不做的"选择题"，而是关乎长远发展的"必答 题"，更是推动经济高质量发展的重要引擎。 在主题演讲环节，中国对外贸易经济合作企业协会副会长徐堯以一组数据展示了中国企业出海的强劲势头：2024年我国 全行业对外直接投资达到11592.7亿元人民币，同比增长11.3%。 "中国企业出海已进入全新阶段，正从产品出海向品牌出海、体系出海转型升级。"徐堯表示，这既是企业发展的内在需 求，也是国家推动高水平对外开放的战略要求。他同时提到，当前企业出海面临地缘政治风险、法律法规差异、人才能 ...

近期，乌江榨菜在东亚及东南亚市场迎来业绩集中爆发：日本市场定制款鲜脆榨菜片单月调货量达15个 货柜、销售额突破300万元，柬埔寨市场销售额稳步迈过500万大关，印尼等新兴市场成功进驻AEON等 知名连锁商超。作为深耕国内市场多年的国民佐餐品牌，乌江榨菜不仅实现海外销售额的快速增长，更 完成从华人社群向当地主流消费终端的跨越。为何其能够在饮食文化差异显著的海外市场持续破局，背 后的增长逻辑有何特殊之处？ 海外业务的快速扩张，离不开后端产业实力的支撑。乌江榨菜通过智能化生产改造与全流程质量管控， 为出口业务提供坚实保障。智能化全自动生产车间，实现从原料加工到包装的全程追溯与实时监控，确 保产品品质稳定同时，乌江榨菜严苛执行清洁生产流程和标准化生产管理，获得美国FDA市场准入认 证、第三方SID认证等多体系认证，筑牢海外市场的品质信誉。 产品是品牌出海的核心敲门砖，乌江榨菜的突破始于对不同市场消费需求的深度洞察。在日本市场，针 对当地清淡饮食偏好与老龄化群体占比高的特点，研发团队将传统榨菜丝改良为更易咀嚼的榨菜片，同 步降低盐度优化口感；包装上，则着重体现人性化设计，通过优化瓶盖扭力，使老年消费者也能轻松开 启，从 ...

Investment Rating - The industry investment rating is "Overweight" and has been maintained from the previous rating [4]. Core Insights - The consumer sector is showing signs of bottoming out, with fundamental recovery acting as a catalyst for stock prices. Positive information regarding fundamentals is increasing, and companies are focusing more on dividends and buybacks [1][12]. - The "Redemption+" strategy is recommended as a short-term stable allocation strategy, with a focus on high-quality global assets and marginal recovery in specific sectors like beer and dairy [1][12]. - The report emphasizes the importance of new consumer groups and market segments, particularly the "Z Generation" and "New Middle Class," which are driving long-term structural growth in domestic demand [2][12]. Summary by Sections 1. Fundamental Outlook - The domestic consumer sector is entering a low-growth phase, with opportunities primarily in dividend-type investments and those showing marginal improvements [12]. - The "Z Generation" and "New Middle Class" are identified as key consumer groups with strong payment willingness and consumption characteristics [13][16]. - Retail channel transformations are leading to increased concentration of upstream brands, with new retail brands like "October Rice Field" showing significant growth potential [19][24]. 2. Investment Outlook for Key Sectors in 2026 - Baijiu - Guizhou Moutai's prices are nearing the bottom, indicating a long-term investment value. The current valuation corresponds to a 20x PE for 2025, with a dividend yield exceeding 3.7% [29][33]. - Jinhuijiu is gaining market share within the province, with a focus on product structure improvement and healthy inventory levels [35][39]. 3. Investment Outlook for Key Sectors in 2026 - Consumer Goods - The consumer goods sector has undergone significant cleaning of fundamentals, with no inventory burdens remaining for categories like dairy and beer [40]. - Companies like China Resources Beer and Mengniu Dairy are highlighted for their potential for improvement and growth in earnings [44]. 4. Investment Outlook for Key Sectors in 2026 - White Goods - Haier is noted for its organizational efficiency improvements and market adjustments, positioning it well for future growth [20][21]. 5. Investment Outlook for Key Sectors in 2026 - Technology Consumption - Companies like Anker and Ecovacs are recognized for their innovative platform development and operational resilience, indicating strong growth potential [22][23]. 6. Investment Outlook for Key Sectors in 2026 - Medical Aesthetics - Companies like Juzhi Biotechnology and Jinbo Biotechnology are highlighted for their technological leadership and platform upgrades, driving value reassessment [25][26]. 7. Investment Outlook for Key Sectors in 2026 - Overseas Quality Assets - Companies like Westair and Kingworld are gaining attention from domestic funds due to their strong competitive positions and growth potential in overseas markets [27][28].