在中国消费市场日趋成熟、本土需求愈发多元的当下，国际品牌的本土化不再是"选择题"，而是"生存题"。曾因产品策略与市场需求脱节、面临本土品牌 竞争压力的阿迪达斯，凭借以人才孵化与文化融合为核心的本土化策略，不仅实现业绩反弹，更其经验为行业提供了可复制、可落地的参考样本。 01 阿迪达斯本土化实践：从策略到成效的双向突破 阿迪达斯的本土化并非简单的"产品改款"，而是深入产业链上游的"创意本土化"与"人才本土化"，并结合渠道调整与产品创新，逐步扭转市场颓势。 （一）核心策略：锚定"人才"与"文化"，激活本土动能 其本土化的核心载体是上海创意中心（CCS）发起的A.C.E.（ADIDAS CREATOR EXPERIENCE）项目，从人才与文化两大维度构建竞争力： 1.人才孵化：搭建"实战-留存"闭环 阿迪达斯摒弃"外来设计输入"模式，通过A.C.E.项目为中国年轻设计人才提供从"创意到商业化"的全链路机会。2024年首次启动便筛选4名学生参与真实 产品开发，2人实习后正式加入CCS；2025年升级后以"东方美学，'韵'动新生代"为主题，设鞋履、服饰、配饰三大赛道，吸引数千份顶尖院校申请，最终 9人获入职OFFER， ...

Core Insights - The investment enthusiasm for ASEAN countries continues to rise in the first half of 2025, with small and medium-sized enterprises becoming the main force in overseas expansion [1][3] - The Guangdong Provincial Development and Reform Commission is organizing training sessions to help companies understand overseas investment conditions and policies, focusing on Indonesia and Vietnam [1][3] Group 1: Challenges and Strategies - Companies face challenges in overseas operations due to differences in language, culture, and legal systems, which can hinder successful integration [3][4] - Talent localization and cultural integration are identified as primary operational challenges for companies expanding abroad [4][5] - Companies like Shenzhen Zhaochi Co., Ltd. and Greeenme Co., Ltd. are implementing strategies to cultivate local talent and promote cultural exchange to enhance operational success [4][5] Group 2: High-Level Overseas Expansion - Achieving a "high-level" overseas expansion involves transitioning from simple product exports to deeper global integration, including cross-border supply chain connections and brand output [6] - Companies are encouraged to adapt local supply chains to reduce reliance on long-distance transportation, which can be costly and inefficient [6][7] - Collaborative approaches, such as forming alliances with local suppliers and integrating resources, are recommended to enhance risk resilience [6][7] Group 3: Support Services for Overseas Investment - Comprehensive service models are being developed to assist companies in navigating the complexities of overseas investment, including regulatory compliance and operational support [7][8] - The China Overseas Investment Comprehensive Service Center provides a full-cycle service, from pre-investment consultation to post-investment support, helping companies focus on market needs and their strengths [8] - Companies are advised to target specific sectors in emerging markets, such as renewable energy and digital economy, to maximize growth potential [8]

Group 1 - Huang Renxun has publicly discussed China's AI talent advantage, noting that 50% of global AI researchers are from China [1][2] - The narrative of localizing talent in China is supported by DeepSeek, which indicates a shift from following innovation to hardcore innovation [3][30] - The increasing presence of Chinese researchers in US AI companies highlights the changing talent dynamics [5][6] Group 2 - The supply of AI talent in China is gradually surpassing that of the US, with the percentage of top AI researchers with undergraduate degrees from China rising from 29% in 2019 to 47% in 2022 [11][17] - Chinese AI talent is becoming increasingly competitive globally, with the proportion of top AI researchers in the US who are originally from China increasing from 27% in 2019 to 38% in 2022 [13][17] - The trend of Chinese talent returning to China is evident, with over 60% of those who had interactions with the US staying for only one year [26][24] Group 3 - The US is facing a talent deficit in AI, with concerns about the lack of domestically trained talent [16][32] - The number of AI graduates in China is significantly higher than in the US, with 2022 figures showing that the number of AI graduates in China was six times that of the US [17][18] - The perception of the US as the primary destination for top AI talent is changing, with reports indicating that net inflow of AI talent to the US is approaching zero by 2025 [35][37] Group 4 - DeepSeek represents a shift in the narrative of AI talent localization, demonstrating that China can cultivate world-class AI talent independently [30][31] - The trend of attracting global talent to China is beginning, with notable figures from prestigious institutions considering positions in Chinese universities [44][45] - The need for China to cultivate local talent while attracting global talent is emphasized as essential for leading in the new technology revolution [45]