全球支付平台 PingPong日前发布《东南亚连锁品牌数字化实地观察》白皮书（以下简称《白皮 书》），为品牌加速规模化出海提供全链路数字支撑和重点区域的市场决策参考。 根据《白皮书》，在技术对接成本上，东南亚各国展业均需适配本地支付工具，比如印尼OVO、泰国 TrueMoney、马来西亚Touchn Go，单一出海品牌商户完成本地支付渠道对接成本较高。在监管合规成 本上，如印尼要求提供"贸易真实性证明"，泰国要求单笔或累计超过200万泰铢的跨境收款需向央行提 交"外汇交易报告"…… 针对连锁品牌出海痛点，PingPong在发布《白皮书》同时，发布了面向大型连锁品牌出海的全球综合管 理方案。 在全球经济格局深度调整、产业转型升级的背景下，出海已成为中国品牌实现可持续增长的战略选择。 东南亚凭借其人口红利显著、数字经济高速增长、地理文化接近、政策开放友好等优势，成为中国品牌 出海的首选目的地。 《白皮书》显示，中国品牌在东南亚市场正实现从 "外来者" 到本土消费生态核心参与者的转型。尤其 对于餐饮零售连锁品牌而言，出海已经从单纯卖货的1.0时代、"单店输出"的2.0时代，迈入由数字化中 台驱动的 3.0 时代。在 ...

这篇经济评论分析中国品牌闯世界：2025年，咱们靠这三招赢在海外，中国品牌正以科技、制造、消费的立体矩阵重塑全球市场：华为支撑全球半数信息传 输，比亚迪电动车领跑欧洲，Shein用超快供应链征服Z世代，中国品牌正在一步步征服世界。 老干妈曾经在欧美闹过笑话，直接拿着国内爆款去卖，结果老外对着玻璃瓶束手无策——他们习惯用挤压瓶！ 后来有当地超市推出"老干妈风味酱"，改用挤压包装，销量立马翻倍，这个案例被《华尔街日报》报道后，给所有出海企业敲响警钟：连包装瓶都得跟着用 户习惯走。 产品创新：别自嗨，要解决真问题 2025年的全球市场，对中国品牌来说就像个充满诱惑的超级游乐园，大门越开越大，但玩法彻底变了。 以前靠着"性价比"打天下的日子一去不复返，现在得拿出真本事——用实实在在的创新，让海外消费者心甘情愿说"真香"！ 亚马逊全球开店这类平台给我们铺好了路，但路上跑什么车、怎么跑，得看各家的真功夫，产品不够硬，故事不会讲，就算上了高速也只能看别人绝尘而 去。 这已经不是选择题，而是一道生存题，创新最怕什么？关起门来自嗨，你觉得"这个功能超酷"，用户却一脸懵："这玩意有啥用？"真正的创新，得扎进目标 用户的生活里，找 ...

德勤中国近日发布的《德勤中国2025财年社会影响力报告》显示，在全球市场日益复杂多变的背景下， 中国企业"走出去"已从产品与资本的输出，迈入品牌输出、组织能力、管理机制及治理体系全面升级的 新阶段。一段时间以来，一系列中国品牌凭借科技含量、文化底蕴、设计灵感以及融通中外的情感价 值，受到越来越多海外消费者的青睐，产品知名度和影响力不断提升。 "全球消费者和投资者都将从中受益" 在德国勃兰登堡工业大学，建筑系的学生们迎来一名"新伙伴"——宇树科技人形机器人"艾迪"。在课堂 实操中，学生将切割好的木材交给"艾迪"，它便接着完成将材料转运至仓库的工作。该校数字化设计研 究专业项目负责人罗尔夫·施塔克表示，学校正探索将宇树科技人形机器人G1广泛应用于建筑教学实 践，并联合柏林工业大学等机构，研究人机协同在建筑施工中的可能性。 今年7月，2025年世界知识产权组织全球奖揭晓，宇树科技从95个国家的780多家公司中脱颖而出，成为 获奖企业之一，其在机器人领域的硬核实力获得全球认可。世界知识产权组织全球奖自2022年设立以来 已连续举办4届，是一项专门为各行各业的中小企业和初创企业所设立的国际性奖项，中国企业已连续4 年获 ...

德勤中国近日发布的《德勤中国2025财年社会影响力报告》显示，在全球市场日益复杂多变的背景下， 中国企业"走出去"已从产品与资本的输出，迈入品牌输出、组织能力、管理机制及治理体系全面升级的 新阶段。一段时间以来，一系列中国品牌凭借科技含量、文化底蕴、设计灵感以及融通中外的情感价 值，受到越来越多海外消费者的青睐，产品知名度和影响力不断提升。 "全球消费者和投资者都将从中受益" 在德国勃兰登堡工业大学，建筑系的学生们迎来一名"新伙伴"——宇树科技人形机器人"艾迪"。在课堂 实操中，学生将切割好的木材交给"艾迪"，它便接着完成将材料转运至仓库的工作。该校数字化设计研 究专业项目负责人罗尔夫·施塔克表示，学校正探索将宇树科技人形机器人G1广泛应用于建筑教学实 践，并联合柏林工业大学等机构，研究人机协同在建筑施工中的可能性。 今年7月，2025年世界知识产权组织全球奖揭晓，宇树科技从95个国家的780多家公司中脱颖而出，成为 获奖企业之一，其在机器人领域的硬核实力获得全球认可。世界知识产权组织全球奖自2022年设立以来 已连续举办4届，是一项专门为各行各业的中小企业和初创企业所设立的国际性奖项，中国企业已连续4 年获 ...

日前，穗国企广州国际会展集团有限公司（以下简称"广州会展"）与星域世展展览（广州）有限公司（以下简称"星域世展"）在广州白云国际会议中心签署 联合办展合作协议。双方将携手主办2026印尼国际食品和饮料贸易展IIFB暨印尼国际食品及餐饮展MoreFood Expo。此次展会将于2026年5月7日至10日在印 尼雅加达举办，旨在将全球优质食品和食材及相关产业链产品引入印尼市场。 展会将重点关注印尼庞大的食品消费市场，是集中展示餐饮连锁品牌、食品原材料、休闲食品、饮料、加工包装及餐饮供应链的专业盛会，展览面积预计达 20000平方米，将吸引超过1200家来自中国、印尼、巴基斯坦、印度、中国台湾等国家和地区的食品全产业链龙头企业参展，预计将吸引印尼及周边国家专 业观众超3万人次。 广州会展与星域世展将整合双方的食品和餐饮行业资源优势和跨境办展专业经验，为全球食品饮料企业搭建高效对接印尼乃至东盟市场的重要贸易平台，助 力中国品牌"出海"，促进国际食品行业的交流与合作。双方合作培育国际化的食品行业展会IP，将深度链接全球食品产业链和贸易市场，深化打造广州食品 和餐饮行业出海孵化器和产业加速平台，促进广州食品和餐饮产业升级 ...

Core Insights - The article highlights the significant growth potential of the Latin American e-commerce market, particularly through the performance of major players like Mercado Libre, which reported a 70.8% year-on-year increase in sales in Mexico during the Buen Fin promotion [5][6]. - Despite a global slowdown in e-commerce growth, Latin America is projected to maintain a robust compound annual growth rate (CAGR) of 9.43% from 2025 to 2029, making it the second-highest growth region globally [6][7]. - The article emphasizes the importance of localization and understanding consumer preferences in Latin America, as successful brands adapt their products and marketing strategies to meet local demands [15][24]. E-commerce Growth in Latin America - Latin America's e-commerce market has shown consistent growth, with a projected total transaction value of $633 billion by 2024, reflecting a sustained annual growth rate of over 20% since 2019 [5][6]. - The region's e-commerce sales currently account for only 12-15% of total retail sales, indicating significant room for growth compared to more mature markets like China and North America [13][14]. - The demographic structure, with a large proportion of young consumers, coupled with improved digital infrastructure, is driving the rapid expansion of e-commerce in the region [14][15]. Consumer Behavior and Preferences - Latin American consumers exhibit a strong inclination towards online shopping, with 16% of the middle to high-income population shopping online daily and 53% weekly [14]. - The local culture emphasizes immediate consumption, influenced by the prevalence of weekly pay cycles, which encourages spending rather than saving [14]. - Consumer preferences in Latin America differ significantly from other regions, with a greater emphasis on product reviews and detailed information rather than promotional advertising [16][23]. Localization Strategies - Successful brands in Latin America, such as GameSir and Amazing Bloks, have tailored their products to meet local needs, demonstrating the importance of deep localization [15][24]. - For instance, GameSir adapted its gaming controllers to address specific consumer preferences in the region, leading to substantial sales increases during promotional periods [10][23]. - Understanding local aesthetics and cultural preferences is crucial, as evidenced by Amazing Bloks' shift to darker color themes that resonate more with Latin American consumers [21][24]. Competitive Landscape - The Latin American e-commerce market is becoming increasingly competitive, with major platforms like Mercado Libre capturing a significant market share of 26% in 2024 [28]. - The article stresses the necessity for brands to choose the right platforms for entry into the market, as local knowledge and infrastructure are vital for success [26][29]. - Long-term commitment and investment in product and service refinement are essential for brands aiming to thrive in the Latin American e-commerce landscape [29].

参会期间，张华谢前往中国(福建)自由贸易试验区考察，感受福州在通关流程数字化、物流调度智能 化、跨境服务集成化等方面的创新突破。"期待可以进一步在跨境数据信用体系、共享国际物流供应链 网络、联动全球侨商分销资源、共同举办品牌推介活动等方面开展深度合作，充分利用自贸区的制度创 新优势和侨界的网络桥梁作用，为中国品牌出海提供全方位支持。" "会议议程实、聚焦准，多场平行分论坛与对接会直指创新创业、科技成果转化等核心议题。"中国侨联 新侨双创联盟理事尹其琦在2日举行的"侨界新生代创新创业对接会"上，分享了自己的创业历程及合作 方向。 图为张华谢在第三届中国侨智发展大会数智赋能国际商贸专场会现场。(受访者供图) 中新网北京12月3日电 (记者 徐文欣)12月1日至3日，第三届中国侨智发展大会在福建福州举行。大会 以"侨汇天下才·智创新时代"为主题，设置揭榜挂帅、聚侨育智、聚侨引智、"侨智汇"成果发布等板 块，涵盖16场重点活动。多位与会侨胞接受中新网记者采访表示，大会不仅是侨界人才交流合作的平 台，更让大家看到侨智力量服务国家发展、链接全球资源的广阔空间。 大会期间，数智赋能国际商贸专场会举行，来自政商学界的代表以" ...

业内人士表示，中国清洁家电出海将呈现三大趋势：技术创新持续深化，从单一功能向智能生态演进； 品类拓展加速，从室内清洁向庭院、泳池等户外场景延伸；中国清洁家电行业将从代工制造向自主品牌 转型，在全球市场展现中国"智"造的新形象。 中新网广州11月28日电 (记者 许青青)随着海外"双十一"落幕、"黑色星期五"促销火热进行，中国清洁家 电品牌在海外市场捷报频传。据跨境电商平台阿里速卖通(AliExpress)提供的数据显示，今年1月1日至 11月20日，该平台中国清洁家电销售额同比增长达85%。 在中国品牌出海浪潮中，跨境电商平台提供了强大助力。其中，速卖通于2025年9月启动"超级品牌出海 计划"，助力中国品牌低成本高效成交。今年上半年，该平台新增中国品牌数同比增长70%，超500个品 牌销售额翻倍。(完)【编辑:史词】 其中，在海外"双十一"期间，深圳清洁电器品牌ILIFE在该平台上销售额同比增长130%。过去一年总销 售额增长近三倍，在波兰单一市场年销售额便突破千万美元。 据速卖通清洁家电类目负责人介绍，清洁家电非常依赖于智能制造以及比较高端的生产设计和研发能 力，曾长期由iRobot、戴森等国际品牌主导。 ...

Core Insights - Generation Z has become a dominant force in the global consumer market, accounting for 25% of the global population and holding a spending power of $9.8 trillion, projected to rise to $12.6 trillion by 2030 [3][12] - Their consumption logic challenges traditional views, favoring brands that communicate authenticity, equality, and emotional connection over established luxury brands [3][8] Consumer Behavior - Unlike Millennials, Generation Z's purchasing decisions resemble a "trust vote" within their social circles, showing skepticism towards traditional advertising while valuing content shared by influencers [8] - This generation prioritizes brands that align with their values and integrate into their daily lives, reflecting a shift towards user-driven market dynamics [12][31] Brand Preferences - Generation Z exhibits a strong preference for local Chinese brands, demonstrating an openness to innovation and high cost-performance ratios, which presents opportunities for Chinese brands to expand internationally [12][15] - The top Chinese global brands favored by Generation Z include Tencent, Xiaomi, and SHEIN, with 26 3C brands recognized for their quality, innovation, and integration into local ecosystems [13][20] Brand Strategy - Chinese brands are transitioning from merely exporting products to establishing a global brand presence, leveraging a combination of hard strengths (quality and innovation) and soft communication strategies [15][17] - Effective communication involves engaging local communities through relatable content and influencers, transforming them into trust intermediaries rather than just sales channels [17][31] Technological Integration - The use of technology, such as AR, enhances user experience and engagement, with examples including Tencent's immersive gaming experiences and SHEIN's virtual fitting rooms [19][27] - AIGC technology is expected to play a crucial role in future brand strategies, enabling personalized experiences and localized communication without the need for large teams [23][25] Future Trends - The competition for Generation Z's loyalty will hinge on brands' abilities to provide ongoing engagement and personalized experiences, shifting from traditional advertising to deeper emotional connections [27][29] - The perception of Chinese brands is evolving from being seen as cost-effective to being recognized as innovative partners in trends, reflecting a cultural exchange that benefits both parties [29][31]

Investment Themes - Theme 1: Technology consumption expands commercialization paths, AI and instant retail explore incremental growth. Continuous investment in instant retail and AI tracks, rational competition in instant retail, and enhanced deployment capabilities of AI models are expected to drive long-term growth. Recommended companies include Alibaba, Meituan, Pinduoduo, and JD [3] - Theme 2: New consumption structure remains prosperous, and Chinese brands globalize. Short-term focus on tax burden recovery and Spring Festival catalysts, while long-term emphasis on product design and branding capabilities. Recommended companies include Laopuhuangjin, Chaohongji, Caibai, and others [4] - Theme 3: Trade stability improves, and supply-side reforms strengthen domestic consumption. The relative easing of tariffs between China and the US, along with strong growth in emerging markets, supports high market prosperity. Recommended company is Xiaoshangpincheng [5] Macro Overview - Domestic demand is boosted, and cutting-edge technology drives new consumption scenarios. The online retail penetration rate continues to rise, with online retail sales growing by 9.8% year-on-year in the first nine months of 2025, reaching 11.3 trillion yuan [11][30] - The retail sales total increased by 4.5% year-on-year, reaching 36.6 trillion yuan in the first nine months of 2025, indicating stable growth [11] E-commerce Focus - E-commerce platforms are focusing on experience and efficiency, with AI and instant retail becoming new engines. The integration of AI into consumer applications and supply chain management is enhancing operational efficiency and user experience [14][42] - The overall industry flow is rising, but profit margins are under pressure due to increased investments in instant retail and AI [33] Consumer Trends - Emotional consumption is on the rise, with consumers willing to pay a premium for emotional satisfaction and psychological comfort. The emotional economy market in China is expected to exceed 2.3 trillion yuan by 2024 [19] - The Chinese toy market is expanding rapidly, with the total value expected to reach 110.1 billion yuan by 2026, growing at an annual rate of over 20% [19] AI and Technology Integration - AI is becoming a new competitive field for internet companies, with significant investments in AI infrastructure and applications. Alibaba's cloud revenue grew by 26% in Q2 2025, driven by AI-related products [42] - Major platforms are exploring commercial paths through differentiated AI applications and external ecosystem collaboration [43] Local Life and Instant Retail - The competition in instant retail is stabilizing, with platforms adjusting strategies to focus on efficiency rather than just volume. Daily order volumes for Meituan and Taobao are stabilizing at 70-80 million, while JD's remains around 10 million [51] - Instant retail has successfully cultivated consumer mindsets, leading to significant increases in monthly usage across platforms [55] International Expansion - Platforms are pursuing differentiated paths for international expansion, with Alibaba focusing on a light-asset model and Pinduoduo leveraging social dynamics for growth. JD is emphasizing localized operations in Europe, while Meituan replicates its local life model in new markets [61] - The export value of Yiwu continues to grow, with a total import and export value of 631.2 billion yuan in the first nine months of 2025, reflecting a year-on-year increase of 26.3% [70]