第一财经在2026春夏上海时装周M SPACE共创聚谈上，发起"时尚出海进行时"圆桌对话，探讨时尚产业拓展全球 市场要面对的问题 服饰是我们的生活日常，也见证了跨越山海的交流、交融。 金秋十月，第一财经在2026春夏上海时装周M SPACE共创聚谈，发起"时尚出海进行时"圆桌对话，邀请专家学者 与来自广告平台、咨询机构的代表，一起寻找中国时尚出海的护城河逻辑。 在古代，中国服饰文化便跟随越洋商贸，落脚东南亚。今天，众多中国时尚品牌将这里视作出海第一站。 身处陌生语境，它们需要讲述的不仅是一套"东方叙事"，还有基于在地文化打造的运营思路、销售场景和价值构 建。它们是中国品牌，也要做来自中国的世界品牌。 近年，货物出海、投资出海、价值出海，中国企业的全球化水平不断提高。 上周，安踏与欧洲体育零售巨头JD Sports合作，在巴黎举办了潮流线HÉLÀ系列的限时活动和主题展演。借助巴 黎的跳板效应，这家全球第三大运动服饰公司希望引发潮流圈层共鸣，参与潮流体系的共建，从而真正融入欧洲 市场。 虽然海外业务贡献着可观的增量市场，但也对核心竞争力、供应链效率、本土团队建设等方面提出新挑战，甚至 小到云服务、数据安全。 东南 ...

文｜贺哲馨 编辑｜乔芊 一开始，阿么并没有留意到优衣库与华阳茶室Oriental Kopi的联名，直到朋友发来一条讯息，才引起他的注意。 "我一眼就发现了这是AI生成的，"阿么指着联名T恤上的印花告诉36氪。来自马来西亚的阿么是一名插画家，平时喜欢将日常趣事和搞笑见闻画成漫画，发 布在小红书上，"我们这一行的人都能百分之百确定，特征太明显了。" 网友指出优衣库X华阳茶室联名有AI创作嫌疑｜图源：华阳茶室官方网站 华阳茶室是马来西亚一家连锁餐饮品牌，主打南洋风味餐点和早茶，在本地华人社区中享有较高声誉。根据品牌官网信息，此次与优衣库的联名系列包括五 款T恤和两款帆布包，产品上印有冰火菠萝包、咖啡、蛋挞等食品的卡通形象，以及华阳茶室的老店外观和"Let's go Kopitiam"字样。 优衣库从未公开UT及UTme系列的具体营收，但UT一直是其推动本地化战略的重要载体，频繁与在地艺术家、IP方、插画师及博物馆等机构展开合作。 36氪此前从优衣库方面获悉，UTme图库中的图案均拥有官方版权。在部分区域城市的大店中，也有一定比例的作品出自本地艺术家之手。采访中有插画师 透露，优衣库过去在马来西亚也曾与当地创作者合作 ...

Core Insights - Colorkey has established itself as a leading brand in the Vietnamese beauty market, particularly in lip makeup and face masks, with a monthly GMV exceeding $1 million [1][12] - The rise of domestic beauty brands like Colorkey, O.Two.O, and 菲鹿儿 in Southeast Asia reflects a growing trend of Chinese companies successfully penetrating this market [2][13] - The average price point for beauty products in Southeast Asia is low, ranging from $1 to $6, allowing Chinese brands to leverage their supply chain for competitive pricing [16][18] Market Dynamics - The initial phase of entering the Southeast Asian market involved leveraging cross-border e-commerce platforms, but companies are now facing challenges from local competitors who better understand consumer preferences [6][8] - Colorkey's strategy has shifted to include local warehousing to reduce logistics costs and improve delivery times, enhancing customer experience [9][12] - The beauty market in Southeast Asia is not homogeneous; brands must adapt to diverse cultural preferences across different countries [11][28] Competitive Landscape - Chinese beauty brands are increasingly competing with established international brands, with some local players already achieving significant market shares [14][26] - The rapid growth of Chinese beauty companies in Southeast Asia is supported by a robust supply chain and a focus on high-quality products at low prices [16][18] - The competitive environment is intensifying, with brands needing to build strong local identities and marketing strategies to succeed [30][33] Marketing and Branding - Traditional marketing methods, such as television and outdoor advertising, remain effective in Vietnam, contrasting with trends in China [31] - Localized marketing strategies, including the use of local influencers and adapting products to meet regional preferences, are crucial for building brand loyalty [32][34] - The perception of quality and brand strength is vital, as consumers in Southeast Asia are sensitive to product quality and price [17][28]

Group 1 - The core consumer behavior in Indonesia shows a preference for spending on entertainment and leisure rather than basic necessities, with many Indonesians living beyond their means, exemplified by the saying "earn 2000 yuan, spend 3000 yuan" [3][6] - The average monthly income for many Indonesians is below 2500 yuan, making it challenging to save money while trying to maintain a comfortable lifestyle [2][6] - The demand for quality and variety in consumer goods is evident, as seen in the popularity of local and international fast-food chains and the willingness to pay more for better quality [3][5] Group 2 - Miniso has successfully adapted to the Indonesian market by focusing on IP-related products, with its flagship store in Jakarta achieving record sales of 1.18 million yuan on its opening day [7][10] - The store's layout emphasizes IP displays, with over 3000 SKUs dedicated to popular franchises, indicating a strong alignment with local consumer preferences [8][10] - OH!SOME, a competitor to Miniso, has also tailored its offerings to Indonesian tastes, featuring a large snack section and positioning itself as a significant player in the market with over 111 stores [12][14] Group 3 - The concept of "Indonesianization" is crucial for foreign brands, as understanding local consumer habits and preferences is essential for long-term success [14][15] - There is a gap in truly localized products and marketing strategies from Chinese brands, which often fail to fully grasp the cultural nuances and communication styles of Indonesian consumers [14][15] - The potential for growth in the Indonesian market remains strong, as basic consumer needs are not yet fully met, providing opportunities for brands that can effectively engage with local consumers [14][15]

Core Insights - Vietnam is recognized as one of the most promising consumer markets in Southeast Asia, characterized by a youthful and large consumer base, rapidly growing GDP, an expanding middle class, and increasing urbanization levels [1] Demographic Dividend - Vietnam has a population exceeding 100 million, ranking third in ASEAN, with 68% of the population being of working age, providing a solid foundation for consumer growth and retail channel development [2] - The high labor participation rate of women in Vietnam, at 88%, and the narrowing gender wage gap from 34% to 26% between 2015 and 2022, enhances purchasing power and positively impacts the consumer market [4] Middle Class Expansion - The urban population in Vietnam is expected to increase by 10 million in the next decade, with the middle class projected to grow by 23.2 million by 2030, reaching approximately 56 million [5] - As the middle class expands, the consumption share of food and beverages is expected to decline, while spending on travel and personal indulgence is likely to rise [5] Rural and Town Consumption - Vietnam's consumer market is polarized, with both high-end and rural markets being active; the middle class is willing to pay for health and emotional identity, leading to increased sales of premium products [6] - Approximately 70% of the population lives below the middle-income level, but this demographic seeks higher value for money rather than just low prices, indicating potential for new consumer segments [8] Retail Market Dynamics - Vietnam's retail market is the largest economic sector, with a market size of $126.3 billion in 2023, accounting for 19% of ASEAN's total, and a projected CAGR of 10.4% from 2023 to 2028 [8] - The shift from traditional to modern retail channels is evident, with e-commerce expected to play a significant role as consumer income rises, leading to increased demand for quality products [8] E-commerce Growth - Vietnam's B2C e-commerce revenue is rapidly growing, ranking third in Southeast Asia, with a year-on-year growth rate of 76% post-pandemic [11][12] - Major e-commerce platforms like Shopee dominate the market, holding a 67.9% share, with total transactions in 2024 expected to reach 319.9 trillion VND, a 37% increase year-on-year [12] Brand Localization - Successful market entry for Chinese brands in Vietnam requires effective localization strategies, addressing local consumer needs and preferences [15] - Brands like TCL and Dreame have successfully tailored their products to meet local demands, achieving significant market shares [15] Competitive Landscape - Chinese brands face intense competition from established local and international brands, necessitating differentiation strategies to capture market share [20] - Brands like Colorkey and Focallure have leveraged high cost-performance ratios and social media marketing to gain traction in the market [21] Future Opportunities - The vibrant and potential-rich Vietnamese consumer market is attracting global brands, with opportunities in health foods, smart home products, and personalized beauty products as GDP rises [22] - The future of the Vietnamese market belongs to those who can balance ambition with practical execution, making it a strategic entry point for Chinese brands into Southeast Asia [23]