十年前的一个夜晚，深圳坂田的一间办公室里，陈跃云盯着电脑屏幕上的"Transpeed"商标抢注通知，指尖发冷。 这个靠低价策略一度冲上速卖通机顶盒品类TOP1的品牌，曾为他带来年销500万美元的业绩。但此刻，被人恶意抢注打乱了陈跃云的出海节奏，更致 命的是，市面上出现了许多同类型产品，价格战让利润越来越薄。 "没有品牌的白牌出海，终究是给他人做嫁衣。"他说。仓库里堆积的机顶盒零件，像一座座沉默的墓碑，祭奠着中国制造"薄利多销"时代的困局。 当年陈跃云面临的困局如今正摆在千千万万的出海中企前。 走低价路线，还行得通吗？这似乎是当下许多中国企业不得不面对的拷问。回望几年前，凭借极具性价比的产品，曾一度成为低价创新的典范。那 时，低价策略似乎是打开海外市场的金钥匙，凭借成本优势迅速抢占市场份额。 然而，时过境迁，全球贸易环境日渐复杂、地缘政治更为紧张。低价产品曾经依赖的政策红利也在逐渐消失。 出品｜虎嗅商业消费组 作者｜周月明 编辑｜苗正卿 题图｜AI生成 美国市场就是典型例子。当对华关税加征至145%以及800美元以下产品关税豁免政策取消后，已经有大量商家叫苦不迭。 "若取消800美元以下关税豁免政策，每件货物还 ...

Core Viewpoint - The article discusses the shift in strategy for Chinese companies going overseas, moving away from low-price competition to focusing on brand building and technological innovation as a means to capture higher-end markets [2][10]. Group 1: Challenges Faced by Chinese Companies - Ten years ago, a Chinese entrepreneur faced challenges due to trademark registration issues and intense price competition in the overseas market, leading to diminishing profits [1]. - Many Chinese companies are currently grappling with the same dilemma of whether low-price strategies are still viable in the face of increasing global trade complexities and geopolitical tensions [2]. - The U.S. market exemplifies this challenge, with tariffs on Chinese goods rising to 145% and the removal of exemptions for products under $800, significantly increasing costs for low-priced products [2][12]. Group 2: Transitioning Strategies - Companies like Magcubic have recognized the need to pivot from low-price strategies to brand development and technological differentiation to survive in competitive markets [3][4]. - The introduction of new technologies, such as improved LCD screens, has allowed companies to offer competitive products at lower costs compared to established brands, thus validating the shift towards quality and brand [5][6]. - The trend of moving towards higher-end markets is not limited to individual companies; platforms like SHEIN and Temu are also adjusting their strategies to target higher price points and better quality products [11][12]. Group 3: Examples of Successful Transition - Magcubic's new projectors, utilizing advanced technology, have successfully penetrated the market with a price point significantly lower than competitors, demonstrating the effectiveness of this new approach [5][6]. - Midea's U-shaped air conditioner, designed for the North American market, showcases how innovation can lead to successful entry into high-end segments, despite higher pricing compared to traditional products [9][10]. - Companies are increasingly focusing on enhancing product design, cultural value, and brand storytelling to elevate their offerings and appeal to higher-end consumers [10]. Group 4: Market Dynamics and Future Outlook - The article highlights a broader trend among Chinese companies and platforms to abandon the low-price model in favor of strategies that emphasize quality and brand recognition [10][11]. - The competitive landscape is evolving, with platforms like AliExpress and Temu also aiming to support brands in achieving higher sales through subsidies and marketing strategies [16][19]. - The future of Chinese manufacturing and export strategies may hinge on shedding the "cheap" label and embracing innovation and brand development as core components of their business models [19].

Core Viewpoint - The financial performance of Bear Electric (002959.SZ) in 2024 shows a slight increase in revenue but a significant decline in net profit, indicating challenges in the small home appliance market due to fierce competition and price drops [1][2]. Financial Performance - In 2024, Bear Electric achieved operating revenue of 4.758 billion yuan, a year-on-year increase of 0.98% - The net profit attributable to shareholders was 288 million yuan, down 35.37% year-on-year - The net profit after deducting non-recurring items was 246 million yuan, down 35.51% year-on-year - The gross profit margin decreased by 1.06 percentage points, with a net profit margin of 6.43%, the lowest since its listing [1][2]. Product Performance - Revenue from kitchen appliances, which constitutes 70.54% of total revenue, fell by 10.1% to 3.28 billion yuan - Personal care products saw a remarkable growth of 174.3%, generating 360 million yuan - Mother and baby products also grew by 31.8%, reaching 250 million yuan - Overall, the small home appliance industry is facing weak demand, with kitchen appliance retail sales declining by 0.8% to 60.9 billion yuan in 2024 [2][3]. Market Challenges - The small home appliance market is experiencing dual challenges: intensified price wars due to e-commerce platform rule changes and severe product homogeneity in the kitchen appliance sector - The market is shifting towards integrated appliances, which are replacing single-function small appliances [2][3]. Strategic Moves - Bear Electric is focusing on overseas markets to counteract domestic demand weakness, with overseas sales reaching 668 million yuan, an increase of 80.8% - The gross profit margin for overseas sales was 31.5%, up by 1.2 percentage points - The company is enhancing its overseas product development and channel expansion, including OEM and self-owned brand initiatives [3][5]. Acquisition and Growth - In 2024, Bear Electric acquired a 61.78% stake in Guangdong Roman Intelligent Co., Ltd. for 154 million yuan, aiming to strengthen its overseas presence - Roman Intelligent, which specializes in oral and hair care appliances, reported a net profit of 68.83 million yuan in 2024, exceeding its target [4][5]. Competitive Landscape - Bear Electric's international expansion efforts are lagging behind competitors like Supor and Xinbao, which have established significant overseas market shares - The company plans to firmly establish its brand in Southeast Asia and enhance its overseas product development by 2025 [5].

你是否曾好奇，全球那些令人瞩目的品牌背后究竟隐藏着什么成功的秘诀？ FBIF2025带来四十余个品牌案例，通过这一系列成功品牌，我们将带你一探究竟，揭密他们如何通过 创新、策略和独特的价值定位在市场上脱颖而出。 准备好从这些案例中汲取灵感了吗？ 全体大会 【案例一 ：东鹏饮料 】 国内纵深，国际横拓——双轮驱动韧性增长 【 分享嘉宾 】 胡亚军 ，集团副总裁， 东鹏饮料 【时间】 5月10日 14:40-15:20 【 场次 】 全体大会 2025年第一季度，东鹏饮料实现营收48.48亿元，同比增长39.23%；净利润达9.8亿元，同比增长 47.62%，展现出强劲的内生动力。在国内经营稳健的基础上，公司加速推进国际化战略。在全球地缘 格局深度调整、中国品牌加速出海的关键时刻，FBIF2025 全体大会将迎来一场对话：FBIF创始人贝拉 将对话东鹏饮料集团副总裁胡亚军先生，围绕 中国民族快消品牌出海的全球化探索之路 展开深度交 流。 作为中国快消出海的重要观察者与实战操盘者，胡亚军先生将分享他对海外市场变化的最新研判，回应 行业关注的"出海难题"背后的真正逻辑，并就东鹏如何从华南起步、布局中东、走向全球的路径 ...

据杭州海关统计，2025年1月至3月，浙江省新增知识产权海关备案1292项，位居全国第一，自主品牌产 品出口1528.1亿元，增长8.9%，占全省出口总值的15.7%。 针对浙江省企业推动"品牌出海"的实际需求，杭州海关在企业转型升级的关键时期，引导企业围绕产业 优势品牌和核心专利申请知识产权海关保护备案，指导企业做好知识产权的全球布局，不断巩固知识产 权全链条保护，助力提升企业国际市场的品牌竞争力。 企业通过科技创新积极打造自主品牌，海关也在通过技术手段赋能"品牌出海"。在第25个"4.26"世界知 识产权日来临前夕，杭州海关创新推出"知识产权海关保护AI备案通"，打造浙江省首个基于DeepSeek大 语言模型的知识产权海关保护备案智能咨询平台。"通过咨询平台，我们只需要输入相关问题，就能迅 速获得专业解答，就像有海关专家随时待命，让我们可以更快查到精准信息。"义乌睿晟电器有限公司 经理吕建政说。 该智能助手基于DeepSeek大语言模型和腾讯ima知识库平台，构建起涵盖1.2万条政策法规、操作指引和 常见问题的专业知识库，服务领域覆盖知识产权海关保护备案全周期。通过智能交互系统，企业可实时 获取申请填报、 ...

作者：FBIF Foodtalks沙龙将与FBIF2025食品饮料创新论坛同期举办。除了嘉宾分享，这一次，我们选择让真实的 人生故事成为灯塔。FBIF2025特别策划" 破界者说 "沙龙，邀请食品饮料行业 20位 跨代际、跨赛道的 践行者分享他们的从业故事。 他们有人在业务转型中成长，有人从0到1做了海外拓展，有人做过滑翔伞运动员，有人是"创二代"接 班，有人GAP转型归来……每个故事都是一枚棱镜，折射出商业逻辑背后更本质的命题——如何在理想 主义与现实主义之间搭建悬梯？当浪潮退去时，什么是值得坚守的"职业锚点"？我们相信，真正的启发 从不来自完美叙事，而是来自真实困境的碰撞与共鸣。它们或许不足以指明方向，但能让你在暗潮中触 碰到同频共振的心跳。 5月8-10日，上海国家会展中心，Foodtalks沙龙邀你莅临！ 胡亚军 集团副总裁 东鹏饮料 王钟和 创始人 可漾 邹旸博士 党委书记兼董事长 海河乳品公司 Öarmilk吾岛 王炜建 创始人兼CEO 康诺食品乳品集团 &吾岛希腊酸奶 118 用主角主 易子涵 创始人兼CEO 松鲜鲜 夏巍华 总经理 佳乐歌 亚 邢正轩 创始人 野人日记 日 - 烘焙专家 刘洁 ...

Core Viewpoint - The article narrates the inspiring journey of Jiang Guilan, a female entrepreneur who transformed a small plastic factory, "Fuling," into a global industry leader with annual revenues of 2 billion, showcasing the potential of Chinese manufacturing and entrepreneurship [8][95]. Company Overview - Jiang Guilan started her entrepreneurial journey in 1991 with a borrowed capital of 200,000 yuan to establish a small plastic factory in Wenzhou, Zhejiang [3][17]. - The company, Fuling, initially faced challenges due to product homogeneity and fierce competition in the local market [19][84]. - Fuling's first significant breakthrough came in 1995 when it secured its first export order, leading to participation in the Canton Fair, which opened doors to international markets [24][26]. Growth and Expansion - By 2003, Fuling became the exclusive supplier for KFC in mainland China, significantly boosting its production capacity and market presence [57][58]. - The company expanded its operations by establishing sales networks in the U.S. and building factories in Pennsylvania, Mexico, and Indonesia to mitigate trade barriers and reduce shipping costs [67][91]. - Fuling went public on NASDAQ in 2015, but faced challenges with stock performance and regulatory changes affecting the plastic industry [69][73]. Recent Developments - In 2022, Fuling pivoted to supply the rising new tea beverage market, becoming one of the top five suppliers for Bawang Tea Ji [75][78]. - The company submitted an application for listing on the Shenzhen Stock Exchange, aiming to capitalize on domestic market opportunities [78]. - By 2024, Fuling's revenue increased from 1 billion to 2 billion, with a market valuation growth of nearly tenfold [80]. Financial Performance - Recent financial disclosures indicate a decline in revenue and net profit for 2023, with revenues at 1.889 billion and net profits at 216 million, reflecting a year-on-year decrease of 12.3% and 15.3% respectively [81]. - Despite being a leading player in the domestic single-use plastic dining ware industry, Fuling faces intense competition and reliance on the U.S. market, which poses risks due to trade tensions and tariff policies [84][87]. Strategic Insights - Jiang Guilan's entrepreneurial philosophy emphasizes proactive adaptation and global market engagement, allowing Fuling to navigate challenges effectively [92][93]. - The company's ability to establish a flexible production network and local manufacturing capabilities has been crucial in overcoming trade barriers and maintaining competitiveness [91][92].

Core Insights - The global trade market and China's export landscape are undergoing transformative structural changes, with a shift in focus for Chinese companies towards emerging markets due to uncertainties in U.S. tariff policies [1] - Japanese e-commerce platform Rakuten is becoming a key player in facilitating the entry of Chinese brands into mature markets like Japan and Europe, leveraging its extensive ecosystem and resources [3][7] Group 1: Market Dynamics - The U.S. remains the largest e-commerce market outside of China, projected to reach $1.2 trillion in 2024, but Chinese companies are redirecting their focus to other regions due to tariff uncertainties [1] - Emerging markets such as Southeast Asia and Latin America show rapid growth but have limited overall market size and lower consumer spending compared to developed economies [1] - Mature markets like Europe and Japan are increasingly becoming focal points for brand expansion, with Rakuten actively supporting Chinese brands in these regions [1][3] Group 2: Rakuten's Strategic Role - Rakuten's e-commerce market in Japan is the third largest globally, with a projected growth to $191.9 billion in 2024, reflecting an 8.4% year-on-year increase [3] - The company has successfully facilitated the entry of brands like Ulike into the Japanese market, utilizing a user-centric approach and diverse marketing strategies to achieve significant sales growth [3][5] - Rakuten is also expanding its operations in France, where e-commerce sales are expected to exceed €175.3 billion in 2024, with a focus on understanding consumer trends for successful market penetration [5] Group 3: Local E-commerce Platforms - Local e-commerce platforms are emerging as new growth avenues, capitalizing on China's supply chain advantages and the increasing demand in overseas markets [7] - Rakuten is offering various incentives for new brands entering its platform, emphasizing the importance of providing a pleasant shopping experience and adapting to local market demands [7][9] - The company is enhancing its logistics capabilities to meet the high demand for timely delivery in Japan and is also planning to expand into the Spanish market with special offers for new sellers [9][11] Group 4: Global E-commerce Landscape - The global e-commerce landscape is shifting from a single-market focus to a multi-polar strategy, with platforms like Rakuten providing diverse market solutions for Chinese brands [11] - Successful cross-border expansion requires brands to balance supply chain resilience, localized innovation, and compliance management while building long-term global brand assets [11]

Core Viewpoint - China's foreign trade is a crucial component of its open economy and plays a key role in facilitating domestic and international dual circulation, with a total import and export volume reaching 43.8 trillion yuan in 2024, marking a historical high and maintaining its position as the world's largest goods trader for eight consecutive years [1] Group 1: Market Expansion and New Opportunities - Star Refrigeration achieved a "nine consecutive increases" in exports, growing from $30 million to nearly $200 million, by consolidating traditional markets and accelerating expansion into the "Belt and Road" markets, particularly in Southeast Asia [2] - The company has established a production base in Thailand, with an annual capacity of 80,000 units, primarily targeting the Southeast Asian market [2] - The expansion into new markets and the establishment of smart factories have significantly improved production capacity and efficiency [2] Group 2: New Trade Models and Digital Transformation - The online exhibition model adopted by Litian Toys allows overseas buyers to place orders anytime, showcasing over 300,000 toy products [4] - The introduction of AI products in Yiwu International Trade City has enhanced product visibility and accessibility for foreign buyers [5] - New trade models, including cross-border e-commerce and live streaming sales, are becoming vital forces driving China's foreign trade growth [5] Group 3: Innovation and Product Development - Ecovacs Robotics has seen high demand for its smart lawn mowers, with 40% of its products exported, emphasizing the importance of continuous innovation to remain competitive in the global market [6][7] - Companies are focusing on high-tech, high-value-added products, with electric vehicles, 3D printers, and industrial robots gaining traction in international markets [7] Group 4: Brand Development and Market Penetration - Sen Dic Sports has transitioned from a traditional OEM to a multinational brand, exporting to over 60 countries and employing more than 3,000 people [8] - The company has developed six proprietary brands and collaborates with international sports brands to enhance its market presence [9] - The rise of domestic brands in international markets is evident, with self-owned brand exports increasing to 21.8% of total exports in 2024 [10] Group 5: Policy Support and Trade Facilitation - Hongfujin Precision Electronics has benefited from innovative customs policies, reducing clearance times significantly and achieving a 30% year-on-year increase in import and export volume [11] - Various policy measures have been implemented to support foreign trade stability, including simplifying import and export processes and expanding export credit insurance [12] - Despite external challenges, China's foreign trade demonstrates resilience and potential for growth through innovation and adaptation [12]

Core Insights - Yiwu, known for its global trade connections, is facing challenges due to U.S. tariffs but is adapting through innovative strategies and market diversification [1][3][5] Group 1: Market Adaptation - Yiwu's exports to the U.S. account for only a small percentage, allowing for market diversification to mitigate risks [3] - The "Yiwu Selection" brand initiative is a key project for global market expansion, enhancing pricing power and resilience against external shocks [3][5] - Local businesses are leveraging AI technology to facilitate trade, translating promotional materials into multiple languages to overcome trade barriers [5] Group 2: Resilience and Innovation - Yiwu has established a robust international trade network despite being an inland city, focusing on comprehensive reforms in trade practices [5][8] - The city has seen a population increase, particularly among young people, indicating a dynamic labor force that supports innovation [6][8] - Yiwu's ability to quickly adapt to external pressures reflects a broader resilience found in many Chinese trade hubs [9][10]