Group 1 - Alibaba International Station has signed brand overseas cooperation agreements with three companies, including Dongfeng Liuzhou Automobile Co., Ltd., focusing on accelerating the overseas expansion of domestic brands from central and western China through a digital foreign trade solution [1] - Dongfeng Liuzhou has established a complete digital system for overseas expansion since joining Alibaba International Station in 2017, with an export amount expected to exceed 300 million RMB by 2024, marking a 47% year-on-year increase [1] - Baichen Heavy Industry has achieved a tenfold increase in foreign trade sales from 20 million RMB to 200 million RMB over five years by leveraging Alibaba International Station [1] - Zhongyu Dingli aims to combine its existing global sales and service system with Alibaba International Station's online resources to enhance its brand overseas [1] Group 2 - AI is fundamentally restructuring the B2B procurement decision-making process, providing unprecedented opportunities for private enterprises in central and western China to expand overseas [2] - The Chinese manufacturing sector's completeness in the global supply chain is irreplaceable, but it suffers from a structural shortcoming of "strong manufacturing, weak branding" [2] - Enhancing buyer experience, optimizing conversion paths, and strengthening brand perception through AI has become a key lever for increasing added value [2]

自2017年加入阿里国际站以来，东风柳汽的出海历程堪称一部中西部制造业全球化进阶的缩影。目前， 东风柳汽已经借助阿里国际站，构建了出海全链路数字化体系。截至2024年，东风柳汽年出口额突破3 亿元人民币，同比激增47%；产品销往全球50余国，并在18个国家建成东风风行形象店，初步形成具备 复购能力与品牌黏性的海外网络。 如今，面对AI驱动的全球贸易新范式，东风柳汽正迈向品牌出海3.0阶段——借助阿里国际站CoCreate 欧洲线下峰会与Open Day线上品牌大促等核心资源，升级"品牌领航"模式，精准捕捉AI赋能下的增长 红利，持续提升在全球市场的影响力与竞争力。 佰辰重工扎根河南郑州机械产业带40余年，依托阿里巴巴国际站海外渠道，建立海外品牌，在五年内， 外贸销售额从2000万元跃升至2亿元，实现10倍增长。其中，一位非洲客户在国际站搜索"矿山机 械"时，被佰辰店铺中专业的产品展示、真实的工程案例和清晰的品牌介绍所吸引，从最初的三四百万 元采购订单，成长为佰辰在非洲的"超级伙伴"，目前年采购订单超6000万元。 在11月19日举行的阿里国际站中西部国货品牌出海峰会上，一场标志着内陆制造力量加速融入全球价值 ...

36氪获悉，中信证券表示，2025年第一季度至第三季度轻工板块收入、利润承压，但其中造纸、包装印 刷率先修复，符合中信证券年中的判断。展望2026年，"反内卷"、创新与出海将成为轻工行业的发展主 线。国内市场，"反内卷"是主旋律，造纸行业预计底部改善，金属包装行业将迎来春天。AI技术（AI眼 镜、AI玩具等）将为行业注入新活力，而传统赛道的新势能也值得关注，如IP消费、产品的跨界融合与 功能性升级；国际市场，产能出海步入提效阶段，具有性价比优势、技术优势的品牌出海将是重中之 重。 ...

Core Viewpoint - Proya, a leading Chinese beauty brand, has submitted an application for H-share listing on the Hong Kong Stock Exchange after eight years of being listed on A-shares, despite facing challenges such as declining net profits [1][10]. Company Development - Proya was founded in 2003 by Hou Junchen and his brother-in-law Fang Youyou, launching its first brand in 2006 [2]. - The company went public on the Shanghai Stock Exchange in 2017, marking a significant milestone in its growth trajectory [2]. - Proya has expanded its brand portfolio from a single brand to multiple brands, including Proya, Yefuti, Kuirufu, Caitang, Yuansheng Bota, and Off&Relax, with four key brands projected to exceed 500 million yuan in retail sales by 2024 [2][3]. Market Position - Proya ranked 15th among domestic cosmetics groups in 2019, became the largest domestic cosmetics group in 2021, and is projected to rank 5th in 2024, maintaining its position as the top domestic cosmetics group for four consecutive years [3]. - In 2024, Proya became the first Chinese cosmetics group to surpass 10 billion yuan in sales revenue [3]. Sales Channels - The rapid growth in Proya's retail sales is attributed to its focus on online sales channels, which accounted for over 90% of revenue since 2022, reaching 95.4% in the first half of 2024 [4]. - Online direct sales made up 75.5% of total online revenue, while online distribution accounted for 19.6% [4]. Financial Performance - In Q3 2023, Proya reported revenue of 1.736 billion yuan, a year-on-year decline of 11.63%, with net profit dropping by 22.30% [14][15]. - The company's stock price has been on a downward trend, with a decline of over 12% since the beginning of the year [10]. Leadership Transition - In September 2024, Hou Yameng, born in 1988, succeeded Fang Youyou as the general manager, marking a generational shift in leadership [9]. - Under Hou Yameng's leadership, Proya aims to implement a "Double Ten" strategy to enter the top ten global cosmetics companies within the next decade [9]. IPO Objectives - Proya's H-share IPO aims to enhance global brand visibility, attract international investors, and support its international expansion strategy [16]. - The funds raised will be allocated to R&D, brand building, and digital transformation initiatives [16].

来源：福布斯中文网 过去十年，是中国品牌从"引领"国内到"远征"海外的黄金十年。从"供应链出海"的货通天下，到"产品出海"的微创新试水，再到如今"品牌出海"的价值远 征，一代代中国企业家与行业专家在全球化的大洋中搏击风浪。在这波澜壮阔的图景中，陈勇（Chris Chen）与他创立的赛文思营销咨询，以其独特 的"DTC+整合增长模型"，成为众多顶尖品牌幕后不可或缺的"导航仪"与"加速器"。 陈勇的职业生涯，几乎与中国品牌出海的发展路径同频。他不仅是时代的亲历者，更是规则的参与制定者与模式的创新开拓者。日前，这位"DTC全球化 增长模型开创者"入选"2025福布斯中国最具影响力华人精英TOP 100评选"。此番和陈勇的对话，意在探寻赛文思如何用一套科学、系统、可复制的方法 论，助力数百个中国品牌在海外市场实现从0到1的破局与从1到10的跃升。 锚定中国品牌出海的三次转型 陈勇的职业生涯轨迹，清晰地勾勒出一条与中国出海大势深度咬合的逻辑主线。他将中国出海历程概括为三个主要阶段：早期的"供应链出海"阶段，特征 是"货通天下"，将中国工厂的公模产品搬上电商平台，核心是价格与供应链效率；随之而来的"产品出海"阶段，商家开 ...

Core Insights - Shanghai consumer companies are leveraging innovation, quality, branding, and international expansion to drive growth and contribute to the city's goal of becoming an international consumption center [12][14]. Group 1: Innovation - Innovation is identified as the key to overcoming growth bottlenecks, with companies like Miaokelan Duo creating a diverse product matrix that appeals to all age groups, achieving a 38% market share in cheese [12][13]. - Long-established brands like Laofengxiang are successfully merging traditional craftsmanship with modern trends, utilizing collaborations with popular IPs to attract younger consumers [12][18]. Group 2: Quality - Quality is emphasized as the foundation of brand strength, with Longtou Co.'s "Fire Cotton" series achieving the highest market share in its category for 28 consecutive years [13]. - Kaien Health holds numerous patents and has received international recognition for its core products, reinforcing its position in the health and wellness sector [13]. Group 3: Branding - Branding is seen as a core asset for long-term development, with companies like Miaokelan Duo and Laofengxiang evolving their brand identities to resonate with modern consumers [13][14]. - Laofengxiang is expanding into the luxury market through strategic partnerships and product diversification, aiming to enhance its brand presence [16][21]. Group 4: International Expansion - Companies are increasingly looking to international markets for growth, with Longtou Co. and Kaien Health actively pursuing overseas opportunities [14][21]. - Laofengxiang is accelerating its global store openings and collaborations to promote Chinese aesthetics internationally [14][21]. Group 5: Financial Performance - Laofengxiang has maintained annual sales exceeding 50 billion yuan, with a target to surpass 100 billion yuan during the 14th Five-Year Plan [20][21]. - Miaokelan Duo reported a revenue of 3.957 billion yuan in the first three quarters of 2025, reflecting a 10.09% year-on-year growth [32].

吕能幸认为，"Alpha世代"未来25年的成长，将直接定义中国品牌的全球地位。他们对本土文化的认同，正是突破文化茧房的关键。 谈及品牌出海的具体路径，吕能幸提出了"OEM+文化价值观"的进化公式。"品牌发展就像蝴蝶破茧，要经历从代工（OEM）到设计制造（ODM），最终到 自主品牌（OBM）的过程，而文化就是破茧的力量。"他说。 吕能幸对比中外品牌现状："中国市场能轻松举出上百个美国品牌，但在欧美市场，我们的本土品牌数量仍显不足。这需要以'和而不同'的文化包容，传递 共同的价值观——品牌是冰山的10%，文化与价值观才是水下的90%。" 上证报中国证券网讯（记者 杨翔菲）11月18日，胡润集团CEO、联合创始人吕能幸在太湖世界文化论坛第八届年会上表示，AI时代需以文化为基推动品牌 出海。 "当AI浪潮袭来，我们该如何守护文明、传递文化，推动品牌出海？这是时代抛给我们的重要命题。"在吕能幸看来，新时代的文明出海，不能只有产品，要 建立全球认可的品牌价值共识——文明是出海的底气，而品牌是底气的具象化表达。 "AI不是单纯的技术，而是一个全新物种。AI具备自我迭代、硬件升级的能力，其与人类的关系值得深思。"在吕能幸看来 ...

Core Viewpoint - The company is seeking to expand its overseas presence by investing $16 million in a self-built production base in Vietnam, driven by increasing competition in the domestic home furnishing industry and a need to enhance supply chain resilience [1][3][5]. Group 1: Investment and Expansion - The investment in Vietnam will be allocated for capacity construction and essential operational activities, including land acquisition, factory construction, and equipment purchase [3]. - This marks the company's ongoing efforts to establish overseas production facilities, having previously attempted similar projects in Mexico and Vietnam [1][4]. - The move is seen as a strategic choice to overcome domestic market challenges and tap into new growth opportunities [4][7]. Group 2: Financial Performance - In the third quarter, the company reported revenue of 1.125 billion yuan, a slight decline of 0.05% year-on-year, and a net loss of 17.44 million yuan, contrasting with a profit of 2.48 million yuan in the same period last year [5]. - Over the past four years, the company's revenue has fluctuated significantly, with net profits showing a "roller coaster" pattern, indicating instability in its profitability [5][6]. - Despite a revenue rebound in 2023, the company is projected to face another net loss in 2024, highlighting ongoing financial challenges [5]. Group 3: Market Dynamics - The domestic home furnishing market is experiencing intensified competition, with rising raw material costs and labor expenses squeezing profit margins [6]. - The company's sales model is primarily export-oriented, with export revenue accounting for over 97% of its main business income from 2021 to 2024 [7]. - The trend of domestic home furnishing companies investing in Southeast Asia, particularly Vietnam, is accelerating, driven by favorable labor costs and tax incentives [7][8]. Group 4: Challenges and Opportunities - Establishing overseas production bases presents both opportunities and challenges, including high initial investments and navigating local regulations and cultural differences [8]. - Brand recognition remains a long-term challenge for Chinese home furnishing companies in international markets, despite improvements in product quality and design [8]. - The shift from being "global laborers" to "global value chain players" emphasizes the need for a comprehensive approach to brand positioning and market adaptation [8].

Core Insights - The official launch of WALOVI International Cans in Malaysia marks a significant milestone for Wang Laoji, following its entry into the Singapore market, indicating a new phase in its expansion within the ASEAN market [1][19] - The event was part of the 2025 Fortune Innovation Forum, which gathered over 300 global business leaders and policymakers, emphasizing the importance of the forum as a platform for exploring new opportunities in a post-globalization world [5][14] Company Strategy - Wang Laoji's product line includes four flavors: classic, sparkling, sugar-free, and original, designed to meet local consumer demands and reflect Eastern aesthetics [7][12] - The brand aims to convey its "natural health philosophy" and has achieved significant recognition in the Malaysian market, as evidenced by the positive feedback from Malaysia's Deputy Prime Minister [10][12] Market Potential - Malaysia, with a population exceeding 33 million and a notable GDP per capita, presents a substantial consumer market for health beverages, driven by local climate and cultural factors [14][16] - The presence of a significant Chinese population (22.6%) in Malaysia enhances the acceptance of natural plant-based beverages, providing a strategic advantage for Wang Laoji [14] Trade Relations - The strengthening of economic ties between China and Malaysia, with bilateral trade reaching a historical high of $212 billion in 2024, supports Wang Laoji's localized development efforts [16] - The implementation of the RCEP trade agreement facilitates more efficient market entry for Wang Laoji in Southeast Asia [16] Global Expansion - Wang Laoji has expanded its overseas market presence by over 6.5 times in the past decade, with a compound annual growth rate exceeding 25%, covering over 100 countries [19][20] - The brand's global strategy has shifted from merely exporting products to a comprehensive approach that includes supply chain and brand globalization, establishing a robust foundation for its Southeast Asian market penetration [19][20]

AMZ123获悉，欧盟于11月13日正式通过决议，将原定2028年实施的150欧元以下进口包裹免税政策提前两年取消，新规将于2026年第一季度逐步落地。 这一政策直指近年来激增的中国跨境电商包裹，叠加美国此前已收紧的关税政策，跨境电商行业正面临前所未有的合规与成本压力，跨境电商未来路在何 方？ 欧盟原本计划在2028年启用海关数据中心后同步取消小额包裹免税政策，新政提前落地意味着其需快速搭建征管体系，对约5000种产品启动关税征收。对 此，欧盟表示要尽快在2026年寻求一项过渡性反欺诈措施。 | Taxation and Customs Union | | --- | | Home About us ✓ Taxation ✓ Customs ✓ CBAM Online services ✓ News | ▲图片来源于外网 ▲图片来源于外网 目前对这一过渡性反欺诈措施，欧盟还没明确透露细节，但结合今年5月相关提案，大概率将采用此前讨论的差异化收费方案：送货上门的跨境小包裹每 件征收2欧元固定税费，寄送至仓库的包裹按每件0.5欧元标准计费，该方案预计2026年4月正式生效。 政策调整的背后，是欧盟跨境小包裹的爆发 ...