作为阿根廷国家足球队全球赞助商，库迪借助足球运动的全球影响力触达亿万球迷；同时携手英雄联盟 S15 全球总决赛、WTT 中国大满贯、国际雪联世界杯等顶级赛事，将品牌嵌入全球年轻人关注的潮流 场景。同时，库迪咖啡与《哪吒2》、名侦探柯南、蜡笔小新等全球影响力IP合作，形成顶级IP与中国 咖啡的多元联动，让中国品牌理念自然融入海外市场。而在近期，库迪咖啡还与时尚设计师&香奈儿高 级手工坊Lesage创意总监Hubert Barrère推出粉墨巴黎主题联名，契合圣诞元素的联名美学，不仅征服了 普通消费者，更获得全球时尚圈、咖啡行业的认可，成为年末咖啡赛道最亮眼的联名案例之一。 2025年12月25日，钛媒体"2025 EDGE AWARDS 全球创新评选"正式发布"年度全球化公司榜"，库迪咖 啡凭借全球化布局的突破性成果、全链路供应链实力，以及商业创新力，被评选为"全球化先锋企业"。 市场分析人士表示，库迪咖啡的实践证明，中国品牌全球化不是简单的规模扩张，而是供应链硬实力、 产品创新力与品牌文化底蕴的综合输出。未来，依托全球门店规模的持续增长与日益提升的海外口碑， 库迪咖啡将有望以咖啡为载体，让更多中国文化及潮流元 ...

（原标题：中国品牌跨越信任临界线：2025全球信任指数报告解析） 随着新一轮全球关税浪潮袭来，全球贸易格局正经历一场结构性的震荡。这场震荡不仅反映在金融市场 的波动上，更深刻重塑着国际社会对不同国家的认知。 在全球贸易格局深度调整与地缘政治变化交织的背景下，中国品牌迎来了全球化进程的关键转折点。从 单纯的产品出海到品牌价值深耕，从市场认可到全球信赖，中国品牌凭借持续的创新突破与本土化实 践，逐步穿越信任临界线，实现跨越式发展。 为精准把握中国品牌全球信任发展态势，高效助力中国品牌深耕国际市场，全球领先的市场研究和咨询 公司益普索发布的《2025中国品牌全球信任指数》报告（以下简称《报告》），通过多维度数据洞察与 深度分析，全面解码中国品牌构建全球信任的全新路径与核心机遇。 全球信任格局迎来历史性逆转 《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 ...

Core Viewpoint - The IPO review status of Beijing Plant Doctor Cosmetics Co., Ltd. has been updated to "inquired," marking a critical stage in its journey to list on the Shenzhen Stock Exchange, representing a significant leap for a Chinese brand rooted in technology and culture to go global [1] Group 1: Brand Philosophy and Strategy - The brand's philosophy is deeply influenced by the wisdom of the Naxi ethnic group's herbal medicine, emphasizing the use of natural plant resources for skincare [3] - Plant Doctor has established a differentiated strategy by combining traditional high-altitude plant resources with modern skincare technology, creating a unique path for "Chinese brand, Chinese ingredients" [3] - The brand has successfully built a strong image of being natural, safe, and effective in the minds of global consumers, laying a solid foundation for market expansion [3] Group 2: Research and Development - The company has established the "Chinese Academy of Sciences Kunming Plant Research Institute Plant Doctor R&D Center," which serves as the cornerstone of its research capabilities [3] - Plant Doctor has developed a global R&D network with a structure of "one center, five bases," covering various locations including Beijing, Kunming, Shunde, Wuxi, and Tokyo, ensuring a complete closed-loop from basic research to industrial application [3] - The innovative transformation of large molecular Dendrobium polysaccharides into more absorbable Dendrobium oligosaccharides exemplifies the company's strong R&D capabilities, contributing to the success of its flagship product series with annual sales exceeding 5.8 billion yuan [5][6] Group 3: Market Presence and Sales Channels - Plant Doctor has adopted a unique channel model that deeply integrates products and services, focusing on offline chain operations rather than relying solely on online traffic [6] - As of June 2025, the company has over 4,200 single-brand stores globally, serving more than 30 million members across multiple countries and regions [6] - The brand has been recognized as a leader in the beauty and body care industry in China for three consecutive years and has received certification as a "global leader in single-brand skincare specialty stores" from Euromonitor International since 2023 [6] Group 4: Global Expansion and Corporate Responsibility - The company has made steady progress in its global expansion, with successful entries into markets such as Japan, Singapore, and Thailand, showcasing its vision of making the world love Chinese cosmetics [8] - Plant Doctor adheres to the philosophy of respecting nature, valuing science, and giving back to society, aligning its actions with the goals of the United Nations Development Programme (UNDP) [8] - The funds raised from the IPO will be used to enhance R&D innovation, upgrade brand image, and expand global marketing channels, positioning the company as a cultural ambassador and a responsible enterprise [8]

Core Insights - The 8th China International Import Expo (CIIE) showcases China's commitment to openness amid a complex global trade environment, serving as a platform for over 150 countries to engage with Chinese brands [1][3] - Luckin Coffee's active participation at the expo highlights its role in "brand diplomacy," moving beyond traditional exhibition to create a strong global presence [1][3][4] Group 1: Brand Diplomacy and Global Presence - Luckin Coffee's involvement in multiple national pavilions at the expo, including hosting pop-up stores and participating in opening ceremonies, signifies its strong brand influence and industry impact [3][4] - The company's unique product offerings and culturally themed designs have attracted significant attention, enhancing foot traffic at various national pavilions [4][6] Group 2: Sustainable Supply Chain and Global Integration - Luckin Coffee's partnerships in coffee-producing countries like Brazil and Indonesia reflect a shift from being a mere buyer to a development partner, emphasizing sustainable supply chain practices [7][9] - The establishment of offices and support centers in Brazil, along with initiatives to support local coffee farmers, illustrates the company's commitment to building long-term, mutually beneficial relationships [7][9] Group 3: Future of Chinese Brand Globalization - Luckin Coffee's approach at the expo represents a new phase in Chinese brand globalization, focusing on capability integration rather than just product or capital export [10][12] - The company's efforts align with China's strategic goals for high-level openness and responsible brand image, showcasing the potential of the Chinese coffee market while fostering cultural and economic collaboration with partner countries [12][10]

Core Insights - Laopuhuang, a leading Chinese brand in traditional handcrafted gold, has officially entered Shanghai's Henglong Plaza, achieving full coverage in China's top ten high-end shopping malls, marking a significant leap for Chinese brands in the luxury retail market [1][5] - The brand has opened four stores in Shanghai within six months, indicating a strategic commitment to penetrate key commercial landmarks and cater to high-net-worth individuals [2][5] Company Strategy - Laopuhuang's rapid expansion includes locations in prestigious shopping centers such as Hongqiao Henglong Plaza, Guojin Center, and Xintiandi, showcasing its determination to establish a strong presence in Shanghai [5][6] - The brand aims to balance classic heritage with international fashion, distinguishing itself from traditional luxury brands [5][6] Market Position - Laopuhuang has achieved a remarkable store efficiency of nearly 500 million in the first half of 2025, surpassing all domestic and international jewelry brands, and is now a leading competitor among traditional luxury giants [8] - The overlap in consumer demographics between Laopuhuang and the top five international luxury brands is nearly 80%, indicating its deep penetration into the high-net-worth consumer market [8] Industry Impact - The entry of Laopuhuang into top-tier commercial centers reflects a shift in the luxury market, where high-end shopping venues are increasingly welcoming Chinese brands rather than solely relying on international labels [6][8] - The successful opening of Laopuhuang's first international store in Singapore marks a significant milestone in the globalization of Chinese high-end brands [8]

Core Viewpoint - The era of low tariffs and global trade circulation has ended, and Chinese brands must adapt to a new phase of globalization that emphasizes local integration and relationship building [2][10]. Group 1: Trends in Globalization and E-commerce - The rise of reverse globalization presents challenges, but new technologies like AI and blockchain can drive the development of cross-border e-commerce [4][6]. - Cross-border e-commerce platforms have a stronger ability to mitigate tariff impacts, and there is an opportunity for Chinese brands to transition to high-value, high-tech sectors [6][10]. - The competition landscape for cross-border e-commerce is shifting towards digital transformation and green initiatives, requiring companies to enhance compliance and protection capabilities [6][10]. Group 2: Strategies for Entering New Markets - Chinese companies have strong products and supply chain advantages but often struggle with relationship barriers in overseas markets [8][10]. - The "Five R Integration" methodology emphasizes building relationships with government, customers, investors, industry associations, and overseas talent to succeed in international markets [8]. - Successful examples include local engagement strategies, such as donating products to gain media coverage and community trust [9]. Group 3: Investment Opportunities in Emerging Markets - In 2024, China's outbound direct investment is projected to reach $192.2 billion, with private enterprises becoming the main force in overseas expansion [10]. - Emerging markets like ASEAN, Africa, and the Middle East present significant opportunities for Chinese companies due to their growing consumer bases and infrastructure needs [10][22]. - The Middle East, particularly Saudi Arabia and the UAE, offers a vibrant market with a young population and high consumer spending potential, especially in sectors like e-commerce and technology [22][23]. Group 4: Challenges and Considerations - Companies must navigate logistical, regulatory, and cultural challenges when entering new markets, particularly in regions like Russia and Africa [15][19]. - Compliance with local laws and building a strong local presence are critical for long-term success in international markets [24][25]. - Companies should adopt a long-term mindset, focusing on relationship building and understanding local market dynamics rather than seeking quick wins [24][26].

Core Viewpoint - Chinese brands are undergoing a significant transformation from "product going out" to "brand going out," shifting from "OEM" to "independent innovation" in the context of global market dynamics and digitalization [2]. Group 1: Globalization and Market Understanding - The article questions whether Chinese brands are prepared for the globalization 2.0 era, emphasizing the need to understand different market cultures, habits, and trust mechanisms [2]. - It highlights the importance of deep integration in supply chains, channels, and brand values to succeed in international markets [2]. Group 2: Key Discussion Topics for the Live Event - The restructuring of outbound paths for cross-border e-commerce in the context of global changes [3]. - Strategies for systematically building global influence from "Made in China" to "Chinese brands" [3]. - Real opportunities and actionable strategies in emerging markets such as Russia, Africa, and the Middle East [3]. - The necessity for Chinese brands to pursue growth through globalization rather than merely expanding internationally [3]. - Efficiently connecting with global platforms, parks, and channel resources to achieve deeper market penetration [3].

Core Insights - Chinese brands are breaking through globally, with cultural recognition and emotional resonance becoming new selling points rather than just price [1] - In the digital age, Chinese brands leverage cloud computing to tackle globalization challenges, empowered by cultural strength, standardization, and technological capabilities, allowing them to achieve global premium pricing and influence [1] Group 1 - Chinese brands are no longer solely defined by price, but by cultural identity and emotional connection [1] - The digital transformation is enabling Chinese brands to compete effectively on a global scale [1] - The combination of cultural power, standardization, and technology enhances the global competitiveness of Chinese brands [1]

Core Insights - The report highlights the accelerating global influence of Chinese brands, particularly in emerging markets, with significant growth in online traffic, engagement, and strategic globalization from 2024 to 2025 [1][10]. Group 1: Key Changes in Globalization - Chinese brands are transitioning from a "go out" strategy to a "go in" approach, focusing on localized operations and user experience [2]. - The electronics sector remains dominant, with 54 out of the top 100 brands, including realme, Huawei, and Xiaomi, leading in innovation and market positioning [2][18]. - The automotive sector is also gaining recognition, with brands like MG Motors and BYD making strides, especially in the electric vehicle market [2]. Group 2: Emerging Market Focus - The strategy emphasizes targeting emerging markets while deepening presence in developed markets, with the Middle East showing the fastest growth at a 69.8% increase in digital scores [4]. - North America and Europe remain key targets, with 67.4% of Chinese brands having a digital presence in North America, despite challenges like tariffs [4]. - Southeast Asia, Africa, and South America are highlighted as strong performers in emerging markets, with significant digital score increases [4]. Group 3: Digital Channels as Growth Engines - Social media, particularly TikTok, is crucial for growth, with 91% of the top 100 brands active on the platform, leading to increased user engagement [5]. - The shift from reliance on third-party platforms to a "platform + independent site" model is evident, with 75% of top brands having Amazon stores and many establishing DTC websites [5]. Group 4: Characteristics of Successful Brands - Successful Chinese brands share three traits: clear value propositions, flexible growth strategies, and sensitivity to user needs [6]. - New entrants like Insta360 and Zeelool are gaining traction by focusing on niche markets and leveraging social marketing [6]. Group 5: Future Trends in Brand Globalization - The report suggests a shift from "product export" to "brand export," emphasizing brand recognition and user loyalty as key competitive factors [7]. - Localization efforts are evolving beyond language translation to cultural integration, enhancing brand relevance in local markets [7]. - The overall trend indicates a move towards quality enhancement and comprehensive output of "products + services + brands" [7].

Group 1 - The core viewpoint is that Chinese brands are entering a "global growth" phase, transitioning from initial export through processing to establishing brand awareness and localizing in overseas markets [1][3][4] - The growth of Chinese brands is driven by both internal and external factors, including international policy uncertainties and changing global consumer demands [4][7] - Chinese companies need to innovate products, upgrade technology, and enhance brand resilience to achieve global value growth [7][10] Group 2 - External factors affecting global growth include international policy uncertainties and changes in global supply and demand relationships [9][10] - Recent events, such as anti-dumping investigations by the EU and reciprocal tariff demands from the US, highlight the need for Chinese brands to strengthen their influence and pricing power in international markets [9][10] - The global consumer market is evolving, with increasing demands for personalization and scenario-based needs, requiring Chinese companies to enhance their brand awareness and consumer service capabilities [10][21] Group 3 - Internal drivers for global growth include national initiatives and self-driven efforts by enterprises, such as the "China Manufacturing 2025" initiative promoting digital and intelligent transformation [12][53] - Chinese companies are achieving technological breakthroughs and innovations in certain sectors, which need to be translated into brand premium through global expansion [12][53] - The global expansion paths for Chinese companies vary, with strategies including price advantages in Southeast Asia, entering North America first, and gradually expanding to other regions [19][21] Group 4 - The integration of the entire industry chain is essential for efficiency and resilience, as seen in the Chinese electric vehicle sector, which is moving from "selling globally" to "rooting globally" [52][60] - Localized production bases are being established in regions like Thailand, Indonesia, and Europe, enhancing the collaboration of the entire supply chain [60][61] - The ability to control the supply chain is crucial for brand success in the global market, as companies must adapt to diverse and complex market conditions [66][67] Group 5 - The rise of content e-commerce, exemplified by platforms like TikTok, is reshaping how brands engage with consumers, emphasizing social connections and community-driven marketing [67][72] - "Omni-channel management" is becoming a core competitive advantage, allowing companies to integrate data across platforms for better marketing and operational decisions [72][73] - Emerging technologies like AI are driving significant improvements in product capabilities and supply chain optimization, enhancing the overall competitiveness of Chinese brands [73][76] Group 6 - Service ecosystems are increasingly important for Chinese companies going global, as they require specialized capabilities in areas like cloud services, logistics, and digital marketing [81][85] - Payment systems, influencer marketing, and cloud services are critical components of the global expansion strategy for Chinese brands [85][87][92] - The collaboration between service providers and brands is expected to deepen, leading to enhanced growth effects for both parties [81][84]