本地化
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别再说“走出去”了!瞎出海,同样出局
凤凰网财经· 2025-09-24 14:08
Core Viewpoint - The urgency for domestic companies to globalize is emphasized, but caution is advised against reckless expansion without proper understanding of local markets [2][8]. Group 1: Globalization Trends - The global economic outlook for 2025 is significantly deteriorating, with rising tariffs and trade policy uncertainties increasing production costs and slowing down corporate investments [7]. - Despite challenges, globalization is seen as an inevitable trend, with companies needing to adapt to a complex environment characterized by tariff barriers and a multipolar world [8][10]. - The former Deputy Governor of the People's Bank of China, Li Dongrong, highlights that the underlying logic of globalization remains strong, driven by the pursuit of optimal resource allocation and efficiency maximization [12][17]. Group 2: The Nature of True Globalization - True globalization extends beyond merely selling products; it involves deep localization and integration into foreign markets [18][24]. - Chinese companies are increasingly moving from simple sales to a more systematic approach in their global strategies, becoming vital links between the Chinese and global economies [20][21]. - The concept of "selling goods" is insufficient; companies must build brand loyalty through localized services and community engagement [25][36]. Group 3: Localization Strategies - Effective localization requires companies to become integral parts of the local ecosystem, rather than just temporary visitors [37][41]. - The example of BYD's successful entry into the Los Angeles market illustrates the importance of understanding local needs and engaging with community stakeholders [38]. - Xiaopeng Motors emphasizes that true globalization involves establishing local R&D and manufacturing capabilities, fostering long-term partnerships, and creating a win-win situation for both the company and the local community [39][40].
甜啦啦谢观海:我们出海踩了4个坑
3 6 Ke· 2025-09-19 06:46
Core Insights - The overseas market presents significant opportunities for tea brands, with many brands actively expanding their presence internationally, including notable players like Mixue Ice City and Heytea [1][5] - However, entering new markets comes with unique challenges, including high operational costs, supply chain issues, and cultural differences [2][4][21] Market Expansion - As of September 2025, over 45 tea brands have opened nearly 15,000 stores overseas, with Mixue Ice City planning to reach 4,733 stores by June 2025 and Heytea surpassing 100 overseas locations [1] - Sweetlala has shown impressive performance with over 8,000 signed stores globally, including more than 200 overseas, particularly in Indonesia [5] Operational Challenges - High costs are a significant barrier, with the average opening cost for a single store in the U.S. Bay Area reaching $1 million, including $600,000 for renovations and equipment [2] - Supply chain stability is a concern, as many materials still rely on domestic production, complicating logistics and cost management [2] Cultural and Regulatory Considerations - Brands face challenges related to complex regulations, diverse beliefs, and varying taste preferences in different markets, which test their adaptability and strategic patience [4][21] - Cultural differences can create hidden barriers, as seen in Indonesia where local management has diverse religious beliefs impacting team dynamics [5][18] Consumer Preferences - Overseas consumers exhibit different preferences, such as a greater inclination towards sweeter drinks and iced beverages compared to Chinese consumers [11][12] - The demand for local adaptation is crucial, as brands must align their offerings with local tastes and consumption habits to succeed [9][10] Strategic Recommendations - Companies should focus on localizing their teams and marketing strategies to better understand and cater to local consumer behavior [16][17] - A dual approach of maintaining brand standards while adapting to local preferences is essential for successful market entry [21][22]
专访驭势科技CEO吴甘沙:出海不是赚快钱,而是合作共赢
2 1 Shi Ji Jing Ji Bao Dao· 2025-09-17 11:29
Core Viewpoint - The company, Yushi Technology, emphasizes the importance of globalization and views Hong Kong as a strategic hub for international expansion, leveraging its world-class standards and market connections to facilitate entry into global markets [1][2][5]. Group 1: Company Overview - Yushi Technology, founded in 2016, specializes in L4 autonomous driving solutions, targeting both closed environments like airports and open scenarios such as logistics and buses [1]. - The company's core products include autonomous commercial vehicles, kits, software, and leasing services [1]. Group 2: Globalization Strategy - The company has established its international headquarters in Hong Kong to accelerate its global expansion and enhance its competitive edge through high-quality products [2][7]. - Yushi Technology aims to collaborate with local partners in target markets, particularly in "Belt and Road" countries, to create comprehensive solutions and share market resources [7][8]. Group 3: Market Potential - The autonomous driving market is projected to be vast, with the company identifying it as a trillion-dollar market that addresses significant pain points in daily life, such as traffic congestion and accidents [4]. - The company believes that the demand for autonomous vehicles will continue to grow, driven by the need for innovative solutions to everyday challenges [4]. Group 4: Advantages of Hong Kong - Hong Kong is seen as a "super connector" with world-class scenarios, strict standards, and a rich pool of international trade talent, making it an ideal location for product development and market entry [5][6]. - The city’s status as a major financial center provides access to global capital, which is crucial for high-tech companies seeking to list and expand [6]. Group 5: Innovation and Localization - The company emphasizes the importance of local innovation, stating that successful globalization requires understanding and adapting to local laws, cultures, and market needs [8][9]. - Yushi Technology aims to empower local partners by integrating its AI capabilities into their existing systems, fostering a collaborative approach to innovation [8][9].
企业“出海”东南亚有何阻碍 本土化怎么走?|出海·投资
Sou Hu Cai Jing· 2025-09-16 11:12
极兔副总裁后军仪表示,部分中国企业"出海"进入新市场时仍认为自己在当地具有竞争优势,"如果抱着降维打击的心 态,(在当地)成功的概率会大幅降低。" 图片来自视觉中国 后军仪认为,在不同国家开拓市场时,企业不仅要忘记自己是一个国际品牌或一个中国人经营、管理的品牌,还要把自 己当作本地企业,尽量符合本地市场需求以及当地的法律法规,并根据当地的地理特征针对性地提供服务。 后军仪表示,在由1.7万多个岛屿组成的印尼,极兔要触达、覆盖收件人就要采用不同的运输方式、应用不同的时效标 准、使用不同的工具设备。在占地面积广阔的巴西,极兔既要应对亚马逊森林那样的地貌,也要为里约、圣保罗这样的 大都市服务,因此也面临不少挑战。 …… 作者|邹晓桐 "国际化就是本土化,我们进入任何一个国家、任何一个市场,都把自己当成一个本土企业。"9月12日,在财新传媒主 办的第三届亚洲愿景论坛"跨越边界:东南亚市场扩张的成功蓝图"圆桌上,极兔速递集团副总裁后军仪等多位嘉宾均强 调本地化对于企业"出海"的重要性。 极兔速递2015年成立于印尼,后进入越南和马来西亚等东南亚七国并进入中国,2022年1月开始在阿联酋和沙特开展业 务,随后又进军埃及、 ...
中企品牌出海下一程:流量之后,何以立足?
2 1 Shi Ji Jing Ji Bao Dao· 2025-09-15 02:11
Core Insights - The narrative of "Chinese manufacturing" is evolving into "Chinese brands," indicating a shift in international competitiveness and brand perception [1][3][10] - Chinese brands are increasingly recognized for quality and innovation, moving from low-cost products to high-end offerings in global markets [3][5] Group 1: Market Trends - Chinese brands are experiencing a diversified and clustered ecosystem in international markets, with rising overseas revenue and improved profit margins [1][4] - In 2024, China led the world in generative AI patent applications, and cross-border e-commerce reached 2.63 trillion yuan, growing by 10.8% [1] - The number of Chinese companies participating in the IFA 2025 Berlin International Consumer Electronics Show reached approximately 764, accounting for about 38% of exhibitors [3] Group 2: Brand Performance - Pop Mart's LABUBU IP saw significant success, with a revenue increase of 204.4% year-on-year, and overseas sales contributing nearly 40% of total revenue [4] - Chinese brands dominate the high-end market, particularly in products priced over $500, with significant pricing power in flagship categories above $800 [5] Group 3: Challenges in Brand Expansion - Companies face challenges in efficient budget allocation and effective marketing strategies, as traditional advertising methods are becoming less effective [6] - Localization remains a critical issue, with many brands focusing on sales volume rather than building brand narratives and understanding local cultures [7] Group 4: Consumer Behavior - Consumer trust is shifting from price to innovation, with 89% of consumers trusting personal recommendations over advertisements [8] - The purchasing journey has become more complex, requiring brands to establish trust through local partnerships and community engagement [8][9] Group 5: Future Directions - The next phase for Chinese brands will involve building a cooperative network based on cultural resonance and value co-creation [10] - Companies are increasingly recognizing the importance of strategic partnerships to enhance brand credibility and market penetration [9][10]
特朗普没想到,50%关税打不服印度,还亲手为中国送上一份大礼
Sou Hu Cai Jing· 2025-09-01 00:42
Group 1 - The article discusses the unexpected escalation of trade tensions between the US and India, highlighting the imposition of a 50% tariff by the US on Indian goods, which has left India in a difficult position [1][3][4] - The relationship between the US and India, once characterized by close ties under Trump, has deteriorated due to India's reluctance to fully align with US interests, particularly regarding agricultural markets [3][4][7] - The article notes that India's manufacturing sector has struggled, with the "Make in India" initiative failing to increase its GDP contribution, and the recent tariffs could further harm key industries such as pharmaceuticals and textiles [7][8] Group 2 - China's proactive engagement with India during this trade conflict is highlighted, as it seeks to strengthen ties and offer an alternative to India's reliance on the US, emphasizing the potential for cooperation despite existing tensions [5][8] - The article points out that India's energy strategy is under pressure, as it faces US restrictions on purchasing Russian oil, leading to a potential shift in its foreign relations towards other partners like the EU and ASEAN [8][10] - The future of US-India relations remains uncertain, with the possibility of continued tension if the US maintains its hardline stance on agricultural markets, while India may need to reassess its strategic partnerships to ensure economic stability [8][10]
2025上半年,中国企业在全球刷出了新副本
Tai Mei Ti A P P· 2025-08-27 10:16
Core Viewpoint - The article highlights the accelerating trend of Chinese companies expanding internationally, showcasing significant growth in various sectors, particularly in the automotive and new consumer goods industries, emphasizing the theme of "going global" [1][4]. Group 1: Automotive Industry - Great Wall Motors' factory in Brazil officially commenced production in mid-August, marking a significant step in its international expansion [1]. - BYD's global sales of passenger cars and pickups exceeded 470,000 units in the first half of 2025, a 130% year-on-year increase, with new market entries including Romania [4]. - BYD's electric vehicle exports are projected to reach 1.203 million and 1.284 million units in 2023 and 2024, respectively, with a 75.2% year-on-year growth in the first half of 2025 [4]. Group 2: New Consumer Goods - Pop Mart reported over 100% growth across all regions in its 2025 mid-year financial report, with revenue in the Americas reaching 2.26 billion yuan, a tenfold increase [1][5]. - The company is focusing on brand protection and cultural output, as seen in its recent trademark registration updates [10]. - New consumer brands like Heytea and Labubu are also experiencing significant growth, with Labubu's sales in the US and Europe increasing by 800% and 500%, respectively [10]. Group 3: Manufacturing and Technology - China's direct investment abroad reached 574.86 billion yuan in the first half of 2025, with non-financial direct investment growing by 0.6% year-on-year [4]. - The article emphasizes the shift from low-cost manufacturing to high-quality and technologically advanced production capabilities among Chinese companies [6][8]. - Companies like Vivo are increasingly focusing on local market strategies, with over 50% of their revenue coming from overseas, aiming for 60% by next year [5][11]. Group 4: Strategic Adaptation - Chinese companies are adapting to global market challenges by forming strategic partnerships and localizing operations, as seen with BYD's collaboration with local governments in Brazil for workforce training [18]. - The trend of "precision deepening" in market strategies is evident, with companies like Vivo and Pop Mart tailoring their approaches to specific regional markets [16][17]. - The article notes a shift from a broad market approach to a more focused strategy, with companies like Meituan and Kuaishou recognizing the potential of emerging markets like Brazil [18].
调研速递|华宝股份接受线上投资者调研,透露多项业务发展要点
Xin Lang Cai Jing· 2025-08-22 10:33
Core Insights - The company held a half-year online performance briefing on August 22, 2025, where key executives discussed business development and financial status with investors [1] Group 1: Business Development and Innovations - The company is focusing on health and functional food ingredient innovations, with a new food bead production line launched and steady progress in non-meat thermal reaction material capacity [2] - In the daily fragrance business, the company is expanding its domestic market presence and enhancing R&D efforts, while also establishing connections with international clients [2] Group 2: Financial Performance and R&D Investment - In the first half of 2025, the food flavor business generated sales revenue of 3.19 billion yuan, a year-on-year decrease of 22.54%, with a gross margin of 61.43% [3] - The company invested 71.195 million yuan in R&D during the same period, maintaining a high investment ratio, and has a total of 316 patents, including 176 invention patents [3] Group 3: Business Adjustments and Supply Chain Strategy - The decline in food flavor business revenue is attributed to changes in downstream market demand and proactive adjustments in customer structure [4] - The company is building an integrated supply chain with upstream raw material extraction centers and multiple production bases, while planning for R&D and capacity in Southeast Asia [4] Group 4: Cost Management and International Expansion - The increase in sales and management expenses is mainly due to the termination of stock incentives, and the company plans to enhance cost efficiency through digital transformation [5] - The company is pursuing a dual strategy of "internationalization + localization" to expand into Southeast Asia and Africa, leveraging technological advantages and local consumer trends [5] Group 5: Addressing Profit Decline and Future Projects - To counteract declining profitability, the company is focusing on innovation, market positioning, and digital transformation [6] - Ongoing projects include a new food technology base in Indonesia and a food bead production line, which will serve ASEAN and international markets [6]
人民大学论坛:推动“一带一路”高质量发展是“统筹两个大局”的重要抓手
Jing Ji Guan Cha Bao· 2025-08-03 06:56
Group 1 - The forum emphasized the importance of promoting high-quality development of the "Belt and Road" initiative as a key approach to coordinate the "two overall situations" [1][2] - The "two overall situations" refer to the strategic overall situation of achieving the great rejuvenation of the Chinese nation and the unprecedented changes in the world [1] - The integration of domestic and international markets is crucial for achieving high-quality economic development in China [1][3] Group 2 - The current global value chain is trending towards "shortening and localization," which puts pressure on Chinese enterprises' supply chains [2] - The development of economic corridors is identified as a critical entry point, progressing through four stages: transportation, urbanization and industrialization, trade and investment liberalization, and policy coordination [2] - China's urbanization rate has increased from 18% in 1978 to 67% currently, with manufacturing capacity accounting for 35% of the global total [2] Group 3 - The "Belt and Road" initiative is seen as a result of expanding domestic demand, with significant growth in trade between China and "Belt and Road" countries [3] - The next five years are deemed crucial for implementing the spirit of the 20th Central Committee's Third Plenary Session through further reforms [3] - Domestic economic challenges include mismatches in supply and demand, with issues such as insufficient domestic demand and a weak real estate sector [3] Group 4 - Key policy goals include promoting the internationalization of the Renminbi, maintaining a balanced international payment, and ensuring the safety of external debt [4] - The Renminbi has become the fourth-largest payment currency, enhancing China's global asset pricing power [4] - The digital economy is highlighted as a material and technological foundation for national rejuvenation, necessitating an effective investment and financing system for digital platform enterprises [4]
政策倒逼与资本联姻: TikTok Shop印尼突围的本地化转型启示
Sou Hu Cai Jing· 2025-08-02 13:45
Core Viewpoint - The Indonesian government's new regulations limiting TikTok Shop's operations have drawn attention to the regulatory landscape of social e-commerce in Southeast Asia, prompting TikTok to invest in local e-commerce platform Tokopedia to adapt to these changes [1][4][5]. Group 1: Market Dynamics - TikTok has rapidly gained a user base in Indonesia, surpassing 125 million users, with over 60 million monthly active users, leveraging its algorithm-driven content distribution to integrate e-commerce into its platform [3][4]. - TikTok Shop, launched in 2021, achieved a transaction volume of $2.5 billion in Indonesia in 2022, capturing over half of Southeast Asia's social e-commerce market [4]. - Tokopedia, a major local e-commerce platform, merged with Gojek to form GoTo Group, holding a 35% market share in Indonesia's e-commerce sector with over 100 million registered users by the end of 2022 [4][5]. Group 2: Regulatory Impact - The Indonesian government introduced the Trade Ministry Regulation No. 31 of 2023, prohibiting unauthorized social platforms from engaging in e-commerce, which led to TikTok Shop's temporary suspension, affecting around 6 million sellers [4][6]. - TikTok's acquisition of a 75% stake in Tokopedia for $1.5 billion allows it to re-enter the market under a compliant structure, integrating its operations with Tokopedia's established e-commerce framework [5][6]. Group 3: Business Integration and Performance - Following the integration, TikTok's traffic and live-streaming capabilities have significantly boosted Tokopedia's user conversion rates by 15%-20%, enhancing daily GMV [6][11]. - The collaboration has redefined "localization" strategies, emphasizing the need for companies to adapt to regulatory environments through capital structure and legal compliance rather than just language and interface adjustments [12][13]. Group 4: Strategic Considerations - The partnership between TikTok and Tokopedia illustrates the necessity for foreign companies to embed themselves within local systems to navigate regulatory challenges effectively [13][14]. - As regulatory scrutiny increases across Southeast Asia, companies must establish robust communication mechanisms with governments to mitigate institutional risks and ensure compliance with local laws [13][14].