以下文章来源于智象出海 ，作者王玮 智象出海 . 深度研究新经济出海。 来源丨智象出海（ID：zxchuhai） 作者丨王玮 2024年9月，旺旺豪掷人民币1.38亿元，买下了一架商务机。对于这架商务机的用途，官方解释称，除了方便管理层国内往返，也需要"更频密往返不同的海外地 区"。 2023财年，旺旺海外业务增幅达到双位数，受益于海外市场及新兴渠道的增长，米果大类收益同比增长2.3%，收入达59.77亿元。其中，海外市场占比约20%。旺 旺称，"要把海外市场当未来的中国市场来做"。 "剑走偏锋"，插入东南亚 若论最早的中国零食品牌出海，当属洽洽食品和晋江系产品，2000年左右，它们就已经开始了出海之路。 但那个年代的出海都相对被动，比如洽洽出海的故事是：一位中国香港的代理商在北京参加海外华人华侨新年恳谈会时吃到了洽洽瓜子，觉得很好吃，又勾起了 思乡之情，于是就成为了洽洽出海合作的第一位代理商。洽洽在马来西亚的早期代理，也基本是同样的路线，海外华人成为洽洽出海初期的代理商网络。 晋江系产品早期出海也主要是借助海外华人的力量，他们委托晋江本地的亲戚"组货"，再凭借自身的货运渠道将产品运往世界各地。 东南亚的吸引 ...

Group 1 - Wangwang invested RMB 138 million in a business jet to facilitate management's domestic and international travel, with a focus on expanding overseas operations [1] - In the fiscal year 2023, Wangwang's overseas business grew by double digits, with snack revenue reaching RMB 5.977 billion, accounting for approximately 20% of total revenue [1] - Southeast Asia has become a primary target for Chinese snack brands due to its large population and cultural similarities, with many brands already establishing a presence in the region [2][5] Group 2 - Companies like Qiaqia, Jinzhai, and Panpan have successfully penetrated the Southeast Asian market, with Qiaqia's Thailand subsidiary contributing RMB 400 million in revenue and nearly RMB 90 million in net profit in 2023 [2] - The Southeast Asian snack market is projected to reach USD 13.1 billion by 2029, with a compound annual growth rate of 10.60% [3] Group 3 - Salted snacks and other unique Chinese products are gaining traction in Southeast Asia, with brands like Yanjin and Qiaqia focusing on local market education to introduce their products [11][12] - The entry strategies of Chinese snack brands vary by country, with some targeting mature markets like Thailand and Singapore, while others focus on emerging markets like Vietnam and Indonesia [11] Group 4 - The retail landscape in Southeast Asia is diverse, with traditional community stores still dominating in Indonesia, where 80% of consumption occurs outside modern retail channels [17] - Successful market entry often relies on innovative channel strategies, as demonstrated by the ice cream brand Aice, which focused on community stores rather than traditional retail [14] Group 5 - Compliance with local regulations is crucial for market entry, with specific requirements for product certification and labeling in countries like Thailand and Indonesia [27] - Localization of products and supply chains is essential for success, with brands adapting flavors and ingredients to meet local preferences [28][31]