跨境出海丨市场观察 本周看点： -越南，最适合快消品新消费品牌的出海地方！ -跨境电商支付机构有哪些 ？ 2026优秀平台盘点，助力企业扬帆出海； -全球营销进入SuperAgent时代：中国品牌出海的智能新基建。 行业环境 1.越南，最适合快消品新消费品牌的出海地方！ 关键词：越南市场,消费逻辑,传统渠道,现代渠道,电商渗透 概要： 越南是中国品牌出海的热门新兴市场，快消零售以传统渠道为主（占80%），但现代超 市和电商增长迅速。电商（如TikTok Shop）爆发，但传统渠道仍是核心。消费者偏好低价小规 格产品，品牌依赖内容电商营销。分销体系复杂，需管控账期；现代渠道由头部连锁主导。建 议中国品牌分阶段布局：先通过电商测试爆款，再切入连锁超市，强化内容营销与地推，兼顾 线上线下。本地化能力和耐心是关键挑战。 2.跨境电商支付机构有哪些？2026优秀平台盘点， 助力企业 扬帆出海 关键词： 跨境支付,数字经济,合规,金融科技,风控能力 概要： 本文介绍了十家跨境支付机构，包括Ksher（东南亚市场）、Airwallex（多币种管 理）、Stripe（开发者友好）、Wise（低费汇款）、PayPal（全球支付 ...

Industry Insights - The footwear industry is focusing on brand expansion and channel growth, with Rockfish Weatherwear planning to open approximately 100 stores in China within three years, aiming for annual revenue of 1 billion yuan [1] - The export value of Jieyang footwear industry reached 946 million yuan in 2025, indicating the effectiveness of the brand's overseas strategy, which includes IP collaborations and cross-border e-commerce to enhance pricing power [1] - The sports footwear sector is maintaining growth, with a projected market size growth rate of 6% in China for 2025, driven by rising demand for functional and fashionable products [1] Company Performance - Weco Footwear (WEYS.OQ) experienced significant stock price fluctuations over the past week, with a range of -3.48% from February 6 to February 11, including a single-day drop of 4.36% on February 9 [2] - On February 11, Weco Footwear's stock rebounded by 1.38%, closing at $31.60, with a trading volume of approximately $132.56 million and a volatility of 7.27%, underperforming compared to its footwear accessories sector and the broader market [2] - The company's latest price-to-earnings ratio (TTM) is 12.44, with a dividend yield of 3.39%, and a total market capitalization of $302 million [2]

Group 1 - Shandong's Ningjin County is a major production base for commercial fitness equipment, housing over 3,000 related enterprises and generating an annual output value of 17 billion RMB, capturing over 70% of China's commercial fitness equipment market and exporting to more than 170 countries and regions [4][6]. - The production capacity is currently under pressure due to high overseas demand, with companies like Blightway reporting a daily shipment of over 1,000 units and production schedules extending to May 2026 [4][6]. - New product development is focused on meeting diverse international market needs, with innovations such as a smart surfing machine and a non-powered stair machine gaining popularity [6][7]. Group 2 - Companies are enhancing production efficiency through automation, with Meinda adding 300 automatic welding robots, resulting in a 20% to 30% increase in overall production efficiency and a reduction in delivery times by 20 to 30 days [6][7]. - The local industry has established a complete supply chain, with 98% of core components sourced locally, and is promoting a transition towards "brand going global" with a public brand value exceeding 9.7 billion RMB [7]. - The region is actively participating in international exhibitions to enhance its global influence and market presence [7].

2026 年全球老龄化程度持续加深，老年用品成为跨境消费新蓝海，依托中国制造与柔性供应链优势，品类出海迎来重要发展机遇。本报告围绕全球老年用 品市场展开分析，为品牌出海提供战略参考，核心内容如下： 市场层面，全球老年用品市场以 60 岁及以上群体为核心，覆盖行动支持、健康监测、护理保障等七大品类，驱动因素主要为全球老年人口激增与预期寿命 延长，预计 2050 年 60 岁及以上人口将达 21 亿。银发经济规模持续扩张，2024 年全球规模达 14.2 万亿美元，2033 年将增至 27.9 万亿美元，中国市场 2024 年规模达 8.3 万亿元，增速 16.9%。区域市场呈现分化特征，欧美老龄化程度高、市场成熟，是高端产品布局重点；亚太人口基数大、老龄化提速，成为增 速最快区域，2024 年北美、欧洲、亚太分别占据全球银发经济 38%、30%、18% 的市场份额。 品类层面，各细分赛道均呈增长态势，护理产品、行动辅助设备、营养健康产品为核心刚需品类。2025 年全球老年护理产品市场规模将达 294 亿美元， 2032 年有望至 4500 亿美元；行动辅助设备 2024 年规模 104 亿美元，2034 年将达 ...

Group 1 - In 2025, China's foreign trade achieved a record high of 45.47 trillion yuan, marking a growth of 3.8% and maintaining its position as the world's largest goods trader for the ninth consecutive year [2][3] - The year 2025 posed significant challenges for Chinese foreign trade enterprises, including "reciprocal tariffs," geopolitical uncertainties, and increased supply chain "de-globalization" and regionalization [1][3] Group 2 - China's exports in 2025 showed remarkable performance, with high-tech product exports reaching 5.25 trillion yuan, a growth of 13.2%. Exports of specialized equipment, high-end machine tools, and industrial robots increased by 20.6%, 21.5%, and 48.7% respectively [3] - In the green energy sector, exports of lithium batteries and wind turbine generators grew by 26.2% and 48.7%, respectively, while electric motorcycles and bicycles saw an 18.1% increase, and electric locomotives grew by 27.1% [3] - The export of self-owned brand products increased by 12.9%, with their share of total exports rising by 1.4 percentage points. Cross-border e-commerce imports and exports reached 2.75 trillion yuan, a 69.7% increase compared to 2020 [3] Group 3 - The cross-border e-commerce industry is experiencing a divide, with Amazon's new seller count dropping to 165,000 in 2025, a significant decline of 44%, the lowest since 2015 [4] - Emerging e-commerce platforms are capturing global market share, with Temu achieving a 24% market share in cross-border e-commerce sales, equaling Amazon, while SHEIN and AliExpress hold 9% and 8% respectively [4] - Traditional sellers in the cross-border e-commerce sector face challenges due to tax compliance, the cancellation of overseas small tax exemption policies, and increasing intellectual property risks, while brands focusing on self-owned strategies show strong resilience [4]

报告指出，政策层面将加大反内卷力度。针对电商平台垄断导致线下商业竞争不公的问题，2026年2月1 日起，国家市场监督管理总局、国家互联网信息办公室联合公布的《网络交易平台规则监督管理办法》 正式施行，重点整治限制经营者自主经营、不合理收费、损害消费者权益等行为，为线下商业营造公平 环境，引导行业从价格竞争转向价值竞争。 轻资产模式将成为行业主流趋势。轻资产运营早年主要应用于酒店物业，后逐步延伸至商业体，如今已 覆盖各类商业业态与IP内容运营。轻资产盛行既是商业地产运营管理专业化、品牌化发展的必然结果， 也体现了行业企业投资趋于谨慎的整体态势。 北京商报讯（记者 刘卓澜）2月10日，全联房地产商会商业地产工作委员会与商业地产智库RET睿意德 联合发布《2025/2026年度中国商业地产行业发展报告》中指出， 2026年中国商业地产行业呈现"反内 卷""轻资产""出海升温""AI驱动"四大发展趋势。全联房地产商会商业地产工作委员会会长王永平表 示，商业地产行业分化进一步加剧，行业新增投资减少，轻资产模式渐成主流，提振市场信心仍是面临 的重要课题。 AI技术对商业创新的驱动将不断深化。随着AI技术的迭代升级，其在商 ...

Group 1 - The report highlights the significant increase in consumer promotion policies in 2025, with various departments introducing favorable policies for offline commerce, from anti-competition measures to support for commercial and financial innovation [27] - The commercial real estate industry is experiencing a shift from an incremental market to a stock market, with a notable decline in new commercial openings, marking the lowest number of openings in a decade [20][21] - Chinese brands are gaining international recognition, with several brands achieving remarkable market performance, indicating a shift from supply chain advantages to brand strength [6][7] Group 2 - The report outlines the trend of light asset models becoming more prevalent in the commercial real estate sector, driven by professional management and cautious investment strategies [23] - The expansion of REITs policies is expected to enhance the liquidity of quality commercial assets, promoting high-quality development in the industry [15][16] - The report anticipates that AI technology will increasingly influence commercial innovation, affecting various aspects from cost control to management decision-making [25]

黄蔓琪 中金公司美护分析师: 午好，欢迎参加若雨宸更新汇报的电话会。我是中金公司的美护研究员黄曼琦。那若雨宸 是我们在美护板块重点推荐的标的之一。公司是国内领先的每户和保健品的代运营商，并 且在这几年，也成功的培育了高端嘉兴品牌战家，女性抗衰保健品品牌翡翠纽依蓓等自由 品牌。那我们也是看好公司的自由品牌在快速的放量。带动公司收入端的快速增长，以及 这个盈利能力的一个显著的提升。那在上周我们也是发布了若羽臣的深度报告，所以在此 也是跟各位领导做一个汇报。 那首先我们先介绍一下若雨辰的一个起家的背景。那公司是做电商代运营起家的，在近几 年开始转型做家清和保健品的自由品牌，从而带动了收入和利润的高增。那公司是在 2011 年在广州成立的。公司的老板是读计算机和商科管理学出身的，所以本身就有相关 的知识背景。老板在 07 年上大学期间，就曾经创业去创办过 B to C 的电商平台。然后老 板在毕业之后，最开始也是来到广州，给国内的这个药妆的小品牌去做操盘，当时的起量 非常快，所以老板曾经也是在业内被称为是这个电商奇才，所以老板本人其实是有比较敏 锐的商业嗅觉。 以及有比较强的电商操盘能力的。那公司是在 2011 年在 ...

Core Viewpoint - The "Guangdong Goods Going Global" initiative represents a significant step in Guangdong's strategy to enhance its global trade presence, focusing on high-quality development and industrial upgrades, while leveraging local cultural elements to strengthen brand identity and market reach [2][3][9]. Group 1: Industrial Foundation - Guangdong has maintained its position as China's largest foreign trade province for over 30 years, accounting for about one-quarter of the national total, establishing itself as a core hub for international market engagement [3]. - The province has developed a comprehensive industrial ecosystem, particularly in consumer electronics, new energy vehicles, and home appliances, with thousands of specialized enterprises and leading companies [3][4]. - Shenzhen is highlighted as a global innovation center for consumer electronics, with major companies like Huawei and OPPO driving rapid responses to global demand through efficient industrial clusters [4][5]. Group 2: Challenges and Opportunities - Despite impressive export volumes, Guangdong's "Guangdong Goods" face challenges such as a lack of core technologies and global brand recognition, with many small enterprises relying on OEM models [4][5]. - The need for deeper cultural communication and adaptation to international standards is emphasized, as well as the importance of overcoming barriers related to green trade and geopolitical tensions [4][9]. Group 3: Policy and Platform Support - The Guangdong government has implemented supportive policies, including export tax rebates and R&D subsidies, to alleviate financial and logistical pressures on enterprises [5][10]. - The Canton Fair serves as a national-level platform facilitating global connections, attracting numerous international buyers and enhancing trade opportunities [5][10]. Group 4: Cultural Empowerment - Cultural elements are integrated into the branding and marketing strategies of "Guangdong Goods," enhancing their appeal in international markets [7][8]. - The initiative promotes a dual approach of "product + culture," allowing for a richer narrative that resonates with global consumers, as seen in the marketing of local agricultural products and traditional crafts [7][8]. Group 5: Strategic Collaboration - The dual-wheel drive strategy, combining industrial strength and cultural communication, is essential for overcoming the "big but not strong" dilemma faced by Guangdong's exports [9][10]. - Successful examples from companies like Xiaopeng and DJI illustrate the effectiveness of this collaborative approach in enhancing brand recognition and market penetration [9][10]. Group 6: Future Outlook - The "Guangdong Goods Going Global" initiative marks a new starting point for transforming Guangdong into a global brand leader, emphasizing the importance of maintaining quality and innovation while fostering cultural confidence [11].

Core Viewpoint - The "Zhuhai Intelligent Manufacturing (Hong Kong-Zhuhai-Macao Bridge Special Session)" event aims to leverage the bridge's connectivity to promote Zhuhai and Guangdong's quality products to global markets, enhancing cross-border e-commerce opportunities [2][3]. Group 1: Event Overview - The event featured live streaming and an exhibition area showcasing Zhuhai's intelligent manufacturing products alongside Hong Kong and Macao quality goods, facilitating easier access to international markets [2][5]. - Gree Electric's chairman promoted their smart home appliances during the live broadcast, attracting significant online engagement [3][5]. Group 2: Product Showcase - The exhibition displayed a variety of products, including air purifiers, laser printers, Hi-Fi audio systems, and health foods, appealing to attendees from Hong Kong and Macao [5][7]. - A notable product highlighted was a pet product that offers competitive pricing domestically while having a premium in overseas markets, exemplifying the potential of Chinese goods abroad [8]. Group 3: Cross-Border E-commerce Development - The Huafa Hengqin Cross-Border E-commerce Industrial Park has nearly 200 enterprises, including 27 listed companies, with e-commerce-related firms making up about 70% of the total [8]. - The park aims to support businesses in navigating international regulations and enhancing their export capabilities through shared resources and training [8]. Group 4: Economic Impact and Projections - By 2025, the import and export value through the bridge is projected to exceed 325.84 billion yuan, marking a 40.1% increase year-on-year, with cross-border e-commerce exports expected to reach 110.98 billion yuan, a 92.5% increase [11][12]. - The bridge has significantly improved logistics efficiency, with measures in place to streamline customs processes, enhancing the overall trade environment [12]. Group 5: Future Initiatives - Zhuhai plans to host numerous offline matchmaking events and continuous online promotional activities to further facilitate the global reach of its products [12].