环球时报：今年应该是您在海外度过的第十七个春节吧？相比早年出海时，您觉得国外这些年"中国年"的氛围有什么变化？ 《出海36法则》作者雷凌接受《环球时报》专访：从过亿教训，拆解中企出海认知误区。 雷凌（左二）在荷兰阿姆斯特丹和当地团队合影。（受访者供图） 编者的话：这个春节，和全球化管理实战专家、《出海36法则》作者雷凌一样，许多中企出海的掌舵人和员工也是在异国他乡的土地上迎来新春。在海外 开疆拓土，对企业而言无异于二次创业，而像雷凌这样的外派管理者，更像坚守阵地的战士，扎根于全球各地的业务一线。作为京东国际中国品牌出海业 务总负责人，雷凌曾在联想集团、英国汇丰银行等跨国企业任职，超过16年的全球出海高管经验，是在欧美、中东、东南亚、拉美、非洲等不同国家和地 区逐渐积累的。 近日，雷凌在英国接受《环球时报》记者视频采访时表示，"36个法则"每一个背后都是一个坑、一个曾经跌倒过的教训。每一个坑，他平均要用100天去 经历、复盘，36个坑累积下来，大约是十年。作为一位"出海老兵"，雷凌以亲历者的视角，梳理那些跨越行业、穿越周期的共性问题，希望那些沉淀于不 同国家、萌芽于出海初期的真实案例，能对今天更多走向海外的中国 ...

Core Insights - The article emphasizes the importance of understanding the impact of national security and geopolitical factors on Chinese companies' overseas expansion, which may exceed the companies' capabilities to address [3][4][10]. Group 1: Future Predictions for Chinese Companies Going Abroad - Chinese companies are expected to succeed in localizing products and services, creating consumer welfare in host countries, and some have already reached the stage of creating globally competitive products [5]. - Compliance with local laws and regulations, as well as building good relationships with stakeholders, will also lead to positive outcomes for Chinese companies [5][6]. - The article highlights the need for deep localization and community engagement, as demonstrated by Zijin Mining's proactive approach in Serbia and China Minmetals' efforts in Peru [6][9]. Group 2: Challenges from Geopolitical Factors - Geopolitical issues and national security concerns pose significant challenges for Chinese companies, especially in sensitive markets, which could threaten their operational existence [10][11]. - Companies may seek assistance from government institutions and industry associations when facing geopolitical pressures, but it is difficult for a single company to withstand national and international pressures alone [11][12]. Group 3: Structural Changes in International Business Environment - The article discusses the structural changes in the international business environment, where national security and geopolitical factors have become a standard consideration for many countries, leading to increased intervention in markets [28][29]. - The U.S. and EU have adopted policies that prioritize economic security, viewing China as a significant threat, which has resulted in a shift towards protectionism and increased regulatory scrutiny [29][30][31]. Group 4: Recommendations for Chinese Companies - Companies are advised to enhance their awareness of controllability, especially in mergers and acquisitions, and to consider alternative strategies such as technology or service collaborations to mitigate risks [40][41]. - There is a strong emphasis on compliance with local laws and understanding local cultures to avoid conflicts and ensure sustainable operations [42][43]. - A dynamic balance between exports and overseas expansion is crucial, leveraging China's advantages while responding to global changes [43][44]. Group 5: National-Level Strategies - The article suggests that the government should integrate overseas expansion into national development strategies, fostering communication with companies to create a comprehensive roadmap for internationalization [45]. - It is essential to recognize the disruptive impact of national security and geopolitical factors and to deploy systematic support measures for companies venturing abroad [46].

2026.02. 12 本文字数：1800，阅读时长大约3分钟 作者 | 一财大政 封图 | 上海第一财经传媒有限公司总编辑杨宇东（右）与德勤中国首席业务增长官暨德勤中企出海主管合伙人金凌云（左）共同签 署合作备忘录 中国企业全球化的发展浪潮正在推动着专业服务业的升级精进。在中国企业出海成为常态的当下，打造全方位 服务中企出海的生态系统变得必需而重要。第一财经研究院与德勤中国签署合作备忘录，联手打造中企出海全 链路服务体系。 第一财经研究院执行院长于舰在签约仪式上介绍了第一财经多年来在中国企业全球化研究领域取得的成果，作 为第一财经研究院重点研究方向，企业出海的研究将不断延伸到更为垂直的细分领域和关键课题，包括中小微 企业出海服务、中国全球化企业人才服务、中企出海文化和品牌挑战等热点议题。 专业服务机构德勤中国在服务中国企业出海的道路上已经积累了二十余年经验，构建了从商业模式设计实施、 运营架构落地、财税管理、组织管控、风险合规到数字化转型的一站式全链条专业服务体系，并且在世界90 多个国家和地区部署了能以中文沟通、熟知中企文化的4600多名专业人员，通过本土与海外专家的配合，为 众多中资企业出海提供专业支持 ...

Core Viewpoint - The collaboration between Yicai Research Institute and Deloitte China aims to establish a comprehensive service system for Chinese enterprises going global, addressing the urgent need for high-quality, systematic, and customized outbound services [1][2]. Group 1: Collaboration and Service Development - Yicai Research Institute and Deloitte China signed a memorandum of cooperation to create a full-chain service system for Chinese enterprises going abroad, leveraging their extensive experience in outbound services and international communication [1]. - The partnership began in 2023, resulting in the publication of the "White Paper on the New Era of Chinese Enterprises' Globalization," which was presented at the Deloitte Global Partners Conference and the China International Service Trade Fair [2]. - The collaboration aims to fill the market gap for high-quality outbound services and provide policy recommendations to government departments for optimizing support for Chinese enterprises [1][2]. Group 2: Research and Insights - Yicai Research Institute has been conducting research on the globalization of Chinese enterprises since 2021, producing over ten significant reports covering various aspects such as service trade and the Belt and Road Initiative [2]. - The research initiative "Crossing Mountains and Seas" has created a strong communication effect and aims to address key issues like the cultural and brand challenges faced by Chinese enterprises abroad [2][3]. Group 3: Service System and Expertise - Yicai has established a comprehensive service system that integrates real-time news, hot topic analysis, in-depth research reports, and a full information database, enhancing its support for Chinese enterprises [3]. - Deloitte China has over 20 years of experience in providing a full-chain professional service system, with more than 4,600 professionals deployed in over 90 countries, facilitating effective communication and support for Chinese enterprises [4]. - The future collaboration aims to create a sustainable ecosystem for outbound services, focusing on personalized solutions that meet the actual needs of Chinese enterprises [5].

另一方面，以 AI 为代表的前沿领域突破超预期，行业投入大幅增加，展现出 "动物精神的回归"。针对 部分创新企业盈利承压问题，熊奕表示，这是供给激增、竞争失序带来的阶段性现象。"反内卷" 政策 并非抑制竞争，而是通过市场化优胜劣汰，推动市场从 "非稳态" 回归健康均衡，让创新主体获得合理 回报。 内需与外需将形成 "双引擎"。内需方面，消费增长重心转向服务消费，中国娱乐休闲、医疗保健等服 务消费占 GDP 比重仍低于世界平均水平，政策突破将释放巨大潜力。 外需层面，中国经济正从 "出口" 转向 "出海" 新模式：虽然出口占 GDP 比重下降，但上市公司海外收 入占比持续提升，企业通过海外建厂、本地化运营实现深度国际化。熊奕判断，未来五年中国企业出海 仍有广阔空间，全球化布局将是长期重要趋势。 近日，德意志银行大中华区首席经济学家熊奕指出，2025 年是中国经济与市场重要拐点，这一变化不 只体现在数据上，更反映在市场情绪、资本表现与国际认知的转变中。港股、A 股表现亮眼，"中国竞 争力" 重回国际视野，正是这一拐点的直观印证。 2025 年下半年人民币利率、汇率双双企稳回升，熊奕判断，人民币国际化正迈入新阶段。 ...

Group 1 - The core viewpoint of the article is that Chinese enterprises are entering an accelerated phase of going global, which is essential for the transformation and upgrading of a manufacturing country and reflects the shift in China's economic development model [1][6]. - The transition from a GDP-driven, investment-focused model to a GNI-driven, innovation-focused model is highlighted, emphasizing the need for companies to integrate global resources to enhance production efficiency and global competitiveness [1][6]. - Chinese companies are moving into the 2.0 era of going global, transitioning from product exports to a systematic approach that includes "capacity + brand + channel," aiming for high-value segments of the industrial chain [1][6]. Group 2 - The article notes that the global easing cycle and the upturn in overseas industrial and infrastructure capital expenditure provide unexpected resilience in external demand for Chinese companies [2][6]. - Emerging markets are experiencing rapid industrialization and urbanization, leading to explosive demand for infrastructure and production equipment, while developed markets are driven by green transformation and AI infrastructure needs [2][6]. - Chinese companies are encouraged to focus on three main lines for overseas expansion: capital goods (electric power equipment, engineering machinery), high-value components (communication equipment, innovative pharmaceuticals), and consumer goods (two-wheeled vehicles, gaming) [2][6]. Group 3 - The article emphasizes that the essence of going global for Chinese enterprises is to occupy high-value segments of the industrial chain, which is a key stage in the economic transformation of a manufacturing country [6][7]. - The competitive advantages of Chinese companies in capital and technology-intensive industries, such as electric power equipment and engineering machinery, are highlighted, along with the resilience of exports under tariff pressures [6][7]. - The overseas gross profit margins of non-financial listed Chinese companies have consistently exceeded domestic margins, particularly in sectors like engineering machinery and automotive components [1][6].

作者 | 第一财经 刘晓洁 傍晚的雅加达，晚高峰的车流缓慢挪动。堵在路上的时间，第一财经记者观察了下当地人最常开的车——放眼望去几乎只看得到日系品牌，丰田、三菱是 主流。 在旁边，印尼向导黄禄章对记者表示，10年前，日系车垄断了印尼90%的市场份额。当前街上虽仍是日系车为主，但这几年其生存空间正不断被中国新能 源车挤压，市场份额已降至70%左右。谈话间，前方就出现了一辆还未上牌的比亚迪新车。 新能源车在印尼的势头是中企出海的缩影。在雅加达核心商圈，蜜雪冰城、名创优品的出现频率很高。印尼是TikTok电商全球第一大市场，极兔速递在这 里崛起，游戏企业沐瞳在这起家，印尼至今仍是其月活最高的市场。 10多年前，跨境新零售企业沃客非凡（WOOK）创始人许龙华赴印尼创业，今年这家公司递表准备港股上市。ATM Capital创始人屈田2017年来到印尼投 资，极兔速递是他最成功的项目之一，他曾提出一句口号，"得印尼者得东南亚"。 印尼是东南亚最大的单一市场，GDP和电商规模分别占东南亚约40%和50%，人口接近3亿，互联网渗透率超7成。庞大的年轻人口与快速发展的数字经 济，吸引着一批又一批中国企业前来淘金。 会中文，月薪 ...

Core Viewpoint - The article highlights the growing presence of Chinese companies in Indonesia, particularly in the electric vehicle and e-commerce sectors, as they capitalize on the country's large market potential and increasing demand for digital services and products [5][10][19]. Group 1: Market Dynamics - Japanese brands dominated the Indonesian automotive market a decade ago with a 90% market share, which has now decreased to around 70% due to the rise of Chinese electric vehicles [3]. - Indonesia is the largest single market in Southeast Asia, accounting for approximately 40% of the region's GDP and 50% of its e-commerce market [6][13]. - TikTok has become the leading e-commerce platform in Indonesia, with its gross merchandise volume (GMV) surpassing $60 billion in the first half of 2025, marking a 100% year-on-year growth [13]. Group 2: Investment Opportunities - Chinese direct investment in Indonesia reached $4.59 billion in 2024, a 46.5% increase year-on-year, making it the fifth-largest destination for Chinese outbound investment [10]. - The success of companies like J&T Express, which became Southeast Asia's largest courier service with a valuation of approximately 100 billion yuan, exemplifies the potential for growth in the region [14]. - The article emphasizes that capturing the Indonesian market can facilitate easier expansion into other Southeast Asian countries, as it represents 40% of the region's market [14]. Group 3: Talent and Education - There is a growing demand for Chinese-speaking professionals in Indonesia, with salaries for those who can speak and write Chinese reaching up to 10,000 RMB per month [8][9]. - The increasing number of Chinese companies in Indonesia has led to a rise in Chinese language schools, reflecting a shift in local attitudes towards Chinese products and culture [9]. Group 4: Consumer Behavior and Trends - The article notes a significant shift in consumer behavior, with Indonesian consumers increasingly embracing new brands and products, particularly in the digital economy [18]. - The rapid development of e-commerce and social media is enabling faster brand establishment, reducing the time required to build a brand from several years to just a few [18]. Group 5: Challenges and Considerations - While there are numerous opportunities in Indonesia, the article warns that many Chinese companies face challenges in navigating local regulations and compliance issues, which can lead to significant penalties for violations [20]. - The logistics and supply chain setup in Indonesia is complex due to its geography, but focusing on key islands can effectively cover a large portion of the population [20].

傍晚的雅加达，晚高峰的车流缓慢挪动。堵在路上的时间，第一财经记者观察了下当地人最常开的车 ——放眼望去几乎只看得到日系品牌，丰田、三菱是主流。 在旁边，印尼向导黄禄章对记者表示，10年前，日系车垄断了印尼90%的市场份额。当前街上虽仍是日 系车为主，但这几年其生存空间正不断被中国新能源车挤压，市场份额已降至70%左右。谈话间，前方 就出现了一辆还未上牌的比亚迪新车。 新能源车在印尼的势头是中企出海的缩影。在雅加达核心商圈，蜜雪冰城、名创优品的出现频率很高。 印尼是TikTok电商全球第一大市场，极兔速递在这里崛起，游戏企业沐瞳在这起家，印尼至今仍是其月 活最高的市场。 10多年前，跨境新零售企业沃客非凡（WOOK）创始人许龙华赴印尼创业，今年这家公司递表准备港 股上市。ATM Capital创始人屈田2017年来到印尼投资，极兔速递是他最成功的项目之一，他曾提出一 句口号，"得印尼者得东南亚"。 印尼是东南亚最大的单一市场，GDP和电商规模分别占东南亚约40%和50%，人口接近3亿，互联网渗 透率超7成。庞大的年轻人口与快速发展的数字经济，吸引着一批又一批中国企业前来淘金。 会中文，月薪近万 黄禄章是印尼第四 ...

Core Insights - Indonesia represents a significant market opportunity, accounting for approximately 40% of Southeast Asia's market share, making it a strategic target for companies looking to expand in the region [4][14][19] Market Dynamics - Japanese brands dominated the Indonesian automotive market a decade ago with a 90% market share, which has now decreased to around 70% due to the rise of Chinese electric vehicles [1] - Indonesia is the largest single market in Southeast Asia, with a GDP and e-commerce scale representing about 40% and 50% of the region, respectively [4][14] - The internet penetration rate in Indonesia exceeds 70%, with a young population driving the digital economy [4][13] Investment Trends - Chinese direct investment in Indonesia is projected to reach $4.59 billion in 2024, marking a 46.5% year-on-year increase, positioning China as one of the top foreign investors in the country [7] - Companies like WOOK are successfully expanding from Indonesia to other Southeast Asian markets, indicating a trend of regional growth [8] Talent and Language - The demand for Chinese-speaking professionals in Indonesia has surged, with salaries for bilingual positions reaching up to 10,000 RMB per month [6][7] - The increasing number of Chinese companies in Indonesia has created a need for local talent who can bridge communication gaps [7] E-commerce Growth - TikTok has become the leading e-commerce platform in Indonesia, with its gross merchandise volume (GMV) surpassing $6 billion in the first half of the year, reflecting a growth of over 100% year-on-year [13] - The e-commerce market in Indonesia is expected to grow by over 14% by 2025, reaching approximately $71 billion [14] Strategic Insights - Companies that establish a foothold in Indonesia can leverage their success to expand into other Southeast Asian markets more easily [14][19] - The logistics and supply chain challenges in Indonesia can be navigated by focusing on key islands where the majority of the population resides [20] Consumer Behavior - There is a growing acceptance of new brands and business models in Indonesia, driven by the rapid development of e-commerce and social media [18] - The local market is witnessing a shift towards higher-quality products, providing opportunities for Chinese brands to compete effectively [18]