钛媒体App 12月23日消息，益普索发布的《2025中国品牌全球信任指数》报告显示，全球品牌信任格局正发生深刻变革，欧美品牌持续下滑 与中日韩品牌稳步上扬形成鲜明对比。这一变化在国家形象认知层面已率先显现，根据益普索北美《Know the New America》研究，49%的全 球民众认为中国对世界事务产生积极影响，较2024年上升10个百分点，这一比例十年来首次超越美国，为中国品牌出海奠定了良好的认知基 础。 在品牌信任表现上，中国品牌全球净信任度达到32%，较2024年大幅提升12个百分点，信任比例持续攀升。日本品牌以77%的净信任度继续位 居榜首，韩国品牌59%的净信任度与美国品牌61%已基本持平，而美国品牌从2021年的68%持续下滑至2025年的61%，其中在发达市场下滑幅 度最为显著，一年之内下降6个百分点至43%。（广角观察） ...

近日，国家广告研究院与中新经纬研究院联合发布《2025中国品牌出海十大行业研究报告》。《报告》系统梳理了诸多品牌出海的行业格局与趋势特征， 其中在"中国自研游戏海外收益倍增"的行业分析板块，世纪华通（维权）凭借在游戏出海领域的规模化成果、创新方法论及技术赋能实践，成为游戏行业 品牌出海典型案例。 近日，国家广告研究院与中新经纬研究院联合发布《2025中国品牌出海十大行业研究报告》。《报告》系统梳理了诸多品牌出海的行业格局与趋势特征， 其中在"中国自研游戏海外收益倍增"的行业分析板块，世纪华通（维权）凭借在游戏出海领域的规模化成果、创新方法论及技术赋能实践，成为游戏行业 品牌出海典型案例。 《报告》指出，2025年全球电子游戏市场呈现"技术融合加速、内容供给多元"特征，中国游戏品牌将AI技术广泛应用于研发、运营、翻译等全链路，不仅 大幅提升开发效率与本地化水平，更推动出海从"规模扩张"向"质量与价值并重"转型。数据显示，2025年上半年，中国自研游戏在海外市场的实际销售收 入同比增长11.07%，TOP30出海产品合计吸金58亿美元，创下同期新高。 在此背景下，《报告》强调，头部产品贡献了中国游戏出海的主要收入 ...

Group 1 - The core viewpoint of the articles highlights the successful entry and growth of Chinese smartphone brand Honor in the UK market, emphasizing its focus on high-end products and strategic partnerships with local operators [2][3][4] - Honor's product offerings include high-end smartphones priced between £700 and £1700, with a significant market share in the premium segment, which accounts for 70% of the UK smartphone market [2] - The company has established a presence in over 2,600 retail stores in the UK, utilizing promotional strategies such as "phone + tablet" bundles to attract consumers and enhance brand visibility [3][4] Group 2 - Honor's strategy includes launching lightweight and stylish foldable smartphones that have gained consumer interest, showcasing the brand's commitment to innovation and design [3][4] - The company emphasizes building trust with consumers and partners, focusing on optimizing product design, customer service, and collaboration models to enhance its brand image [4] - Honor has expanded its operations to nearly 30 European countries, offering a range of products beyond smartphones, including laptops, tablets, and smartwatches, indicating a broadening of its market reach [4] Group 3 - The article also discusses the success of another Chinese brand, Smog, which specializes in imaging accessories and has seen over 30% of its global revenue coming from the European market, with a projected sales growth of 22% for 2023-2024 [5] - Smog has developed over 2,700 customized imaging accessory products since its inception, leveraging a strong manufacturing supply chain in the Pearl River Delta region to achieve rapid product development [5][6] - The brand focuses on user-specific design considerations, such as ergonomic adjustments for European consumers and technology adaptations for extreme weather conditions, indicating a tailored approach to product development [6]

Group 1 - Chinese electronic products, particularly smartphones, are gaining popularity among European consumers, with a notable presence in the UK market [2][3] - Honor smartphones have been well-received since their entry into the UK market in late 2021, with high-end models priced between £700 and £1700 [2] - The UK smartphone market is characterized by a 70% share of high-end devices and a 70% reliance on operator channels, indicating strong brand loyalty and demand for premium products [2] Group 2 - Honor has focused on foldable smartphones, which are recognized for their lightweight design and strong performance, appealing to consumers [3] - The company employs a "phone + tablet" promotional strategy in collaboration with operators, enhancing customer value and expanding market reach [3] - Honor's products are now available in over 2,600 retail stores across the UK, reflecting its growing market presence [3] Group 3 - The company emphasizes building trust in overseas markets, understanding local consumer needs, and optimizing product design and customer service [4] - Honor operates in nearly 30 European countries, offering a range of products including computers, tablets, and smartwatches, alongside smartphones [4] - The brand collaborates with both Chinese and international partners, establishing R&D centers in various countries to enhance technological integration [4] Group 4 - Smaller Chinese brands, such as Smog, are also finding success in Europe, with over 30% of their global revenue coming from this market and a projected sales growth of 22% for 2023-2024 [5] - Smog has developed over 2,700 customized imaging accessories since its inception, leveraging a strong manufacturing supply chain in the Pearl River Delta [5][6] - The brand focuses on user-specific product design, adapting to regional needs such as ergonomic considerations for European consumers and weather-resistant technology for Nordic climates [6]

图：速卖通发布海报，疑似对亚马逊"下战书"内容为：1月7日，杭州见 围绕品牌出海，阿里速卖通开始加速挑战亚马逊的主导地位。 12月23日，阿里速卖通AliExpress突然发布一张"拳击对决"主题海报：一黑一红两只拳击手套激烈碰 撞，底部仅一行文字——"1月7日，杭州见。" 海报迅速在跨境圈引发热议。有眼尖的业内人士指出，海报中红色、黑色拳击手套，分别对应速卖通和 亚马逊的品牌色。该人士直言："速卖通这是公开向亚马逊'下战书'。" 据多位商家透露，速卖通将于2026年1月7日在杭州举办品牌出海大会，邀请的商家主要以备货海外的大 卖为主，这与速卖通发力海外托管的传言相吻合。 过去，亚马逊长期作为中国品牌出海的主通道；而以"出海四小龙"为代表的本土平台，多聚焦性价比轻 小件商品。但随着2025年速卖通"超级品牌计划"与"Brand+"频道的上线，"一半成本，全新成交"吸引了 众多亚马逊类目王转向速卖通，与亚马逊的竞争也逐步加剧。 如果说品牌出海必有一战，速卖通打出的王牌就是海外托管。在本次采访中，大量商家反馈：海外托管 服务已成为品牌出海的重要支撑。商家只需将商品备入海外仓，物流履约由认证仓或第三方服务商完 成， ...

针对英国市场特点，荣耀以折叠屏手机为突破口，连续推出的几款产品凭借轻量化设计、较强性能与更 长续航，赢得市场认可。"相比其他同类产品，折叠屏手机更轻薄、更时尚，吸引很多消费者前来咨 询。"凯文介绍。"外形好看、功能丰富，我一眼就被折叠屏手机吸引了。"正在购物的顾客克里斯托弗· 琼斯说。 同时，荣耀还与运营商合作，通过"手机+平板"组合促销策略，让消费者得实惠、运营商拓客户、品牌 赢市场。目前，产品进驻超2600家线下零售店。 "耕耘市场，最重要的是下慢功夫。"张斌表示，消费者需要时间建立信任，运营商需要时间验证合作模 式，品牌也需要时间积淀口碑。为了提升品牌形象，公司不断优化产品设计、合作模式、客户服务等环 节，比如：针对欧洲多运营商、多频段特点，产品确保5G全频段覆盖，保障用户信号稳定；努力解决 运营商库存等痛点；售后电话由层层转接改为"一键直联"。 中国电子产品受到欧洲消费者喜爱 "耕耘市场，最重要的是下慢功夫" 英国伦敦牛津街上，往来的人们不时驻足举起手机，记录旅途瞬间。仔细看，会发现不少人用的是中国 品牌智能手机。 在一家英国通信运营商零售店内，几名消费者正在荣耀手机专柜前挑选产品。"这款手机是今年5 ...

英国伦敦牛津街上，往来的人们不时驻足举起手机，记录旅途瞬间。仔细看，会发现不少人用的是中国 品牌智能手机。 在一家英国通信运营商零售店内，几名消费者正在荣耀手机专柜前挑选产品。"这款手机是今年5月上市 的产品，配备较好的AI功能，摄影摄像效果不错，很受消费者喜爱。"门店助理销售经理凯文介绍。 从事手机销售工作近4年的凯文，几乎见证了荣耀品牌在英国发展的全过程。"以前顾客总会问荣耀是什 么牌子，现在我们的手机成为不少人的购机首选。"他说。 2021年底，荣耀手机正式进入英国市场。自当年11月推出首款产品以来，几款热销产品售价从700英镑 至1700英镑不等，都属于高端机型。"在这里，手机企业绕不过做高端产品。"荣耀英国市场负责人张斌 介绍，英国手机市场有两个"70%"——高端机占比70%，运营商渠道占比70%，品牌忠诚度高、高端需 求旺盛且渠道高度集中。 斯莫格品牌创始人周阳介绍，自己进入影像配件赛道的契机，源于一名欧洲用户的需求。2010年，在深 圳从事跨境贸易的周阳，应一名德国摄影爱好者要求，寻找一款能将电源固定在摄影设备上的配件，但 寻遍深圳各大电子市场及工厂均无所获。 "找不到不如自己做。"周阳由此开启 ...

在全球数字营销版图持续演进的今天，海外网红营销已成为品牌出海不可或缺的核心引擎。随着社交媒体平台算法的迭代、消费者注意力的碎片化以及AI 技术的深度渗透，2025年的海外网红营销领域正呈现出前所未有的复杂性与机遇。品牌方不再满足于简单的曝光合作，而是追求更深度的内容共创、更精准 的数据驱动以及更具长期价值的品牌资产沉淀。本文将深入剖析2025年海外网红营销的五大新趋势，并解析如何通过顶级KOL合作策略，实现高转化的品 牌出海实战目标。 一、2025年海外网红营销五大新趋势 趋势一：AI驱动下的超个性化与自动化营销 人工智能已从辅助工具演变为营销策略的核心制定者。通过AI算法，品牌能够实现对海量网红数据的毫秒级分 析，精准预测网红与品牌调性、目标受众的匹配度，甚至自动化生成个性化邀约内容、预测合作ROI。营销流程正从"人工筛选+手动沟通"向"AI策略生成 +自动化执行"转型，极大提升了人效与成功率。 趋势二：从单次交易到长期生态共建 "一次性投放"模式正在被淘汰。领先的品牌开始与KOL建立长期、深度的合作伙伴关系，将其纳入品牌的内容生态体 系。这种模式不仅能够保证内容风格的一致性与品牌信息的深度渗透，还能通过K ...

Group 1: Market Performance - The Hong Kong new consumption sector showed strength on December 22, with notable stock increases: Mixue Group rose nearly 10%, Lao Pu Gold increased over 6%, and Pop Mart gained 3.68% [1] - In the A-share market, duty-free and department store stocks surged, with Haiqi Group, China Duty Free, and Dongbai Group hitting the daily limit; Wangfujing and Baida Group rose over 5% [1] Group 2: Policy and Industry News - The Ministry of Commerce emphasized boosting consumption and expanding the supply of quality goods and services during a meeting on December 20 [1] - Hainan's duty-free consumption was significantly boosted following the full closure of the Hainan Free Trade Port, with Sanya's duty-free sales reaching 118 million yuan on the first day, showing an 85% year-on-year increase [2] Group 3: Company Developments - Mixue Group's stock price surged following the opening of its Hollywood store on December 20, with competitive pricing significantly lower than local brands [2] - Mixue Ice City has expanded internationally, with approximately 4,700 overseas stores across 13 countries, and plans for further expansion in the Americas [3] - Lao Pu Gold experienced increased consumer traffic due to the upcoming holiday season, with reports of long queues at multiple locations [4] - Lao Pu Gold's single-store sales are estimated to be about twice that of Cartier and three times that of Van Cleef & Arpels, indicating strong competition with luxury brands [4] - Pop Mart's stock rose over 5% following a collaboration with Heytea, marking the first global launch of a co-branded product [4]

智通财经记者 | 朱咏玲 智通财经编辑 | 许悦 中国时尚品牌都有个出海梦，珠宝饰品也不例外。来自广东珠海的轻奢珠宝品牌HEFANG就是其中之 一，其从2024年开始探索出海业务。 刚刚过去的欧美圣诞季"黑五"大促，HEFANG也抓住机会参与其中。但比起冲刺销量，当下更重要的任 务是明确定位、建立品牌——与HEFANG当初在中国创业的起步过程相似。 HEFANG海外独立站 HEFANG创立于2012年，曾与潘多拉和APM Monaco前后脚在中国市场起步。和更早进入中国的施华洛 世奇一样，它们都属于千元价格带的轻奢时尚珠宝，更多是以个性化的原创设计满足消费者日常搭配的 需求，而不像传统珠宝品牌或奢侈品那样追求保值和传承。 从2018年进入线下以来，HEFANG目前已开出约70家门店，多选址在一、二线城市的中高端商场。虽然 与施华洛世奇、潘多拉、APM Monaco约两三百家的数量仍有差距，但在由这些国际品牌主导的轻奢珠 宝市场，HEFANG是为数不多已成规模的国货品牌。 HEFANG创始人孙何方2023年接受智通财经采访时透露，当时品牌年营收在五亿元内。HEFANG向智通 财经表示，品牌近几年销售额仍保持增长 ...