近日，南都记者向徕芬确认企业最新人事变动：徕芬原海外市场负责人邵诗立因正常工作变动离职后， 前安克创新亚太及北美区总经理罗明波出任国际总经理，全面执掌海外业务。据南都了解，徕芬此前已 打开东南亚、欧洲、北美等海外市场，且近年保持双位数以上的高增速，未来将加码海外市场的布局。 自带安克成熟出海基因的罗明波上任，将为徕芬海外业务的持续突破注入核心动能。"在加码海外市场 之余，明年更重要的战略方式，是拓新品。2026是徕芬的新品元年"，徕芬相关负责人对南都记者表 示。 邵诗立奠基 罗明波接棒 此次人事变动被视为徕芬深化全球化战略的重要信号。罗明波带来的安克系出海经验，或许能给徕芬在 全球品牌深耕上打开新局面：从行业趋势来看，中国消费电子品牌正从"精准突击"向"长期深耕"进阶。 不过，在打开更大的海外市场之前，徕芬依然需要面对品牌认知差距的挑战。个护赛道竞争激烈，海外 市场早被飞利浦、欧乐B等品牌占据，消费者对徕芬较为陌生。此外，需要关注的还有平台与专利风 险：在德国市场，即便徕芬已在其他国家打赢与戴森的外观专利官司，但部分市场亚马逊仍然可能因专 利争议暂停其销售，得耗费大量精力沟通协调。 能否成功突围，拭目以待。 ...

12月23日，全球电子商务领导者eBay在厦门成功举办"驭见未来・擎动全球"2025年度汽配卖家峰会。 峰会现场，eBay不仅为近百位卓越中国汽配卖家颁发奖项，更重磅发布"2026焕新支持计划"，旨在进一步聚焦美国和欧洲双核市场，并积极拓展大重货 品类、商用车市场等新机会，为卖家2026增长注入强劲动力。在随后的采访环节，eBay高层向记者阐释了2026年eBay将聚焦欧美双核市场、积极拓展大重 货品类及商用车市场赛道。 2025年汽车品类增长亮眼 eBay副总裁，国际跨境电商事业部首席执行官林奕彰（John Lin） 2025年，全球汽配售后市场规模突破2.3万亿美元，汽车保有量超16亿辆，欧美平均车龄超12年，维修、保养及改装需求持续释放，线上趋势为eBay卖 家带来历史性增长窗口。 今年，eBay正值成立30周年，其在汽配领域成绩斐然。2025年北美线上汽摩配市场规模预估达450亿美元。eBay平台数据显示，美国站中国卖家的发动 机总成销售年增长高达5倍，差速器总成增长超60%，保险杠增长45%；欧洲市场同样表现强劲，英国站制动盘增长16倍，德国站减震器销量增长9倍，充电 桩、充电枪增长6.5倍、头灯总 ...

Core Viewpoint - The recent personnel changes at Lifeng, with the appointment of Luo Mingbo as the new International General Manager, signal a strategic shift towards enhancing the company's global presence and product innovation, particularly in overseas markets [2][6]. Group 1: Personnel Changes - Shao Shili, the former head of overseas markets, has left the company due to normal work transitions, paving the way for Luo Mingbo to take over [2][3]. - Luo Mingbo, previously the General Manager for Anker Innovations in the Asia-Pacific and North America regions, is expected to leverage his extensive experience to drive Lifeng's overseas business [3][4]. Group 2: Business Strategy - Lifeng has already established a presence in Southeast Asia, Europe, and North America, achieving double-digit growth in recent years, and plans to further expand its overseas market strategy [2][6]. - The company aims to introduce new products in 2026, marking it as a significant year for innovation [2]. Group 3: Market Performance - Under Shao Shili's leadership, Lifeng's overseas business achieved notable success, with markets like Singapore and Malaysia ranking among the top in the high-speed hair dryer category, and core channels in Western Europe and North America seeing over 60% growth [3][4]. Group 4: Luo Mingbo's Background - Luo Mingbo's previous experience at Anker Innovations, where he contributed to the brand's global expansion across 180 countries, positions him as a key asset for Lifeng's international strategy [4]. - His track record includes transitioning Anker from a single-channel to a multi-channel brand, enhancing localized operations in key markets [4]. Group 5: Industry Challenges - The competitive landscape in the personal care sector is intense, with established brands like Philips and Oral-B dominating overseas markets, presenting a challenge for Lifeng in terms of brand recognition [6]. - Lifeng faces potential risks related to platform and patent issues, particularly in the German market, where previous legal victories may not fully mitigate sales challenges on platforms like Amazon [6].

中新网杭州12月28日电(潘沁文)从"国际大牌主导"到"国货品牌崛起"，中国化妆品产业在过去五年迎来 变革。公开数据显示，中国化妆品市场的零售总额在2024年攀升至10738亿，国货市占率从52%升至 55%。 与此同时，企业端也在深化全链布局。以浙江蝶妃化妆品有限公司为例，其在义乌建成标准化GMP工 厂与美妆产业电商园，并在杭州设立化妆品研发、品牌孵化和智造中心。据悉，其投资建设的义乌首个 以"美妆科技"为主题的电子商务产业园区，构建起集创业孵化、电商运营与产业聚合于一体的美妆产业 新生态。 政策的牵引力同样不断加码。近年来，浙江省药品监督管理局(以下简称"浙江省药监局")与湖州、丽水 市政府签订推进化妆品产业高质量发展战略合作协议，为吴兴"美妆小镇"量身定做"一区一策"支持措 在这场以新消费、新供给为驱动的产业升级浪潮中，浙江交出一份亮眼"答卷"：2025年前三季度，该省 限额以上贸易单位化妆品零售额324.1亿元，同比增长12.3%；化妆品出口额110.58亿元，同比增长 14.9%，位居全国第一。 这折射出浙江以美妆产业为切口，推动区域协同、共同富裕和产品"出海"的系统性实践。 全链布局：构建美妆产业 ...

榜单的评选标准极为严苛，综合考量了品牌影响力、用户体验、技术创新、市场覆盖率等多维因素。上榜企业无一例外地 展现出对品质的极致追求和对国际市场的深刻理解。他们通过精准定位目标客户群体，打造出兼具视觉美感与功能实用性 的独立站平台，实现了从产品输出到品牌价值传递的跨越。 在这股品牌出海的热潮中，济南中企推网络科技有限公司凭借其深厚的行业积累脱颖而出。济南中企推网络科技有限公司 专注于提供品牌出海定制化解决方案，三大营销服务实力占据行业领先地位。国内出海营销服务为您提供全球103个国 家，27个语种资源；跨境电商直播服务从场地、设备、团队、脚本等维度打造一个专业的直播服务；TikTok营销服务， facebook代运营服务，tiktok竞价代运营。为不同阶段不同需求的企业提供定制化服务，力求帮助企业实现品牌出海的梦 想。公司沉淀多年经验及资源，自主研发的tiktok智能营销云系统，帮助更多中小企业通过出海营销，货通全球。目前公 司开设了德州分公司，聊城分公司，泰安分公司，莱芜分公司，菏泽分公司，滨州分公司。服务行业覆盖机械，生产制 造，电商、旅游、APP应用、品牌、游戏等跨境全品类，欢迎广大客户合作洽谈。 与此同 ...

出品I下海fallsea 撰文I胡不知 2025年12月，一则不起眼的收购公告，在家居圈掀起了不小的波澜。 "那两年，我们就像在刀尖上跳舞。"一家珠三角家具出口企业负责人向虎嗅透露，"订单价格涨不上 去，关税成本却要自己扛，要么亏损接单，要么看着客户流失。" 为了活下去，中国家居企业开启了第一轮"出海逃亡"——产能转移。敏华是最早行动的企业之一，2018 年就将80%的对美出口产能转移至越南平阳生产基地，凭借越南的关税优势，勉强维持了美国市场的份 额。随后，梦百合、恒林家居等企业纷纷跟进，在东南亚、墨西哥布局产能，形成了"中国研发+海外 生产+全球销售"的模式。 敏华控股——这家以"芝华仕头等舱沙发"闻名的家居巨头，宣布以5.87亿元人民币（约8400万美元）的 代价，收购美国特拉华州一家连续两年亏损的软体家具公司GRIC。其中3200万美元用于收购100%股 权，剩余2699万美元则以无息贷款的形式，承接对方的银行债务。 诡异的是，被收购方GRIC的财务数据堪称"难看"：2025财年营收1.88亿美元，同比下滑21.3%，净亏损 968.67万美元，较上一年的390.43万美元亏损扩大148%；净资产也从3 ...

近期，在2025第十一届GDMS全球数字营销峰会上，连线Insight与小熊电器海外事业部市场负责人钟宛芸进行了一次深度对话，探讨了小家电品牌出海的 机遇与挑战、海外市场产品如何做出差异化等问题。 文 /窦文雪 编辑/子夜 近年来，随着国内市场竞争日趋白热化，"出海"已经成为众多中国家电品牌寻求增长动能的新选择。 其中，一些小家电品牌的表现尤为活跃。与大家电、3C产品相比，小家电具有研发周期相对较短、更贴近生活场景、易通过社交媒体加速传播等特点， 这为其在海外市场实现快速渗透提供了可能。 挑战也同样不容小觑：一方面，国际巨头与当地品牌已占据先发优势，建立了深厚的市场壁垒；另一方面，同质化竞争与价格战的风险如影随形，小家电 品牌一旦抓不住销量增长的契机，便相当于宣告一条产品线的出海失败。 因此，在国内的发展方式要借鉴，也要创新。出海品牌必须着眼当地消费者的文化习惯、家庭结构、消费偏好等细微差异，从前端调研开始，抓住用户的 核心需求，产出具有独特性的产品。 用产品说话，一直是品牌出海最有力的发声方式。 以下为对谈详细内容，连线Insight在保留原意的基础上，进行了略微删减和修改。 一家小家电品牌， 靠差异化布局 ...

Core Insights - Heybike, a smart electric bicycle brand, successfully entered the mainstream markets in Europe and North America within four years, leveraging influencer marketing as a key strategy for building trust with consumers [2][4]. Company Development - Heybike's journey began with supply chain experience in the mobility sector since 2014, transitioning from an OEM/ODM factory to an independent brand in 2021 [4]. - The company identified a significant market gap in the North American E-bike sector, which was still emerging with low penetration and a lack of leading brands, allowing Heybike to position itself effectively [4]. - The brand launched high-quality entry-level products priced around $1,000, which resonated well with consumers, achieving 10,000 users within six months of launch [4]. Challenges and Growth - Heybike faced initial setbacks, particularly during the 2021 holiday season, where misjudgments about market demand led to unsold inventory and cash flow issues [5]. - The company rebounded in 2022, doubling its performance by introducing new product lines and expanding its market presence [5]. - Plans for 2023 and beyond include launching a European product line, expanding into offline retail channels, and developing localized products for various markets [5]. Marketing and Brand Strategy - Influencer marketing is emphasized as a crucial element for establishing market recognition and consumer trust during product launches [7]. - The company actively engages with authoritative media and diverse social media platforms to build a professional reputation and foster community interaction [8]. - Heybike prioritizes offline channels by participating in industry exhibitions, which helps in obtaining user feedback and building trust with distributors [8]. - The brand integrates values such as environmental sustainability into its marketing efforts, enhancing emotional connections with consumers [8].

Core Insights - The forum "Intelligent Manufacturing Going Abroad: New Cross-Border Trends" highlighted the unique advantages of TikTok in brand marketing and sales conversion, differentiating it from traditional e-commerce platforms [2] - The importance of self-produced content was emphasized as a means to reduce costs and enhance marketing effectiveness, particularly in the context of TikTok and similar platforms [3] Group 1: TikTok's Unique Position - TikTok is positioned as a platform that integrates brand marketing and sales, allowing for direct conversion of GMV through influencer promotions, unlike traditional e-commerce which requires additional advertising [2] - Influencer marketing on TikTok can lead to significant GMV growth, as users can purchase products directly through influencer links [2] Group 2: Importance of Self-Produced Content - Self-produced content is crucial for reducing sample costs and minimizing influencer commission expenses, which can enhance overall profitability [3] - The creation of effective self-produced content involves analyzing successful influencer videos and competitor content, as well as leveraging AI to improve efficiency and address specific marketing challenges [3] Group 3: Cost Management Strategies - For launching new products on TikTok, sending 100 to 1,000 samples is considered reasonable, with the cost for 1,000 samples estimated at approximately $20,000 [3] - AI tools can be utilized to generate video content efficiently, but it is important to limit AI-generated content to avoid platform restrictions, suggesting a maximum of 20% AI content in videos [3]

Core Viewpoint - In 2025, "globalization" has become a high-frequency term in the development strategies of enterprises in the Yangtze River Delta, as companies accelerate their global layout through diversified collaborative paths amid the dual waves of global industrial restructuring and regional economic integration [2] Group 1: Capital and Market Trends - The Yangtze River Delta region has seen a surge in A-share companies planning to list H-shares in Hong Kong, with 47 out of approximately 122 companies (38.5%) coming from this region [2] - Companies like Estun and Huayi Group are preparing for H-share listings to optimize financial structures and expand overseas production capacity [3][4] - Suzhou Naxin Microelectronics successfully listed on the Hong Kong Stock Exchange, raising approximately HKD 2.096 billion, with 25% allocated for expanding overseas sales networks [4] Group 2: Collaborative Ecosystem Development - The Yangtze River Delta has established various outbound bases and service platforms to support collective development among enterprises, highlighting a "cluster outbound" ecosystem [6] - The G60 Science and Technology Corridor has formed an outbound service alliance to integrate services such as market access and compliance, benefiting over 20,000 enterprises [7] Group 3: Transition from Product to Brand Globalization - Enterprises in the Yangtze River Delta are transitioning from "product export" to "brand export" and "value chain export," focusing on building international brand influence [9] - Companies like Zhongyuan Home and Gujia Home are investing in overseas production bases in Vietnam and Indonesia to enhance supply chain resilience and respond to international trade uncertainties [9] Group 4: Case Studies of Globalization - XCMG Group has evolved from merely exporting machinery to establishing local operations and acquiring global resources, showcasing a deepening commitment to localization [10] - The company has introduced customized products that meet European standards and has established training centers and subsidiaries in Europe to strengthen its local operational capabilities [10]