出海模式迁移：从 "卖出去" 到 "立品牌"。 文丨Leo 过去，中国公司出海大多倚重供应链效率与成本优势，将产品 "卖出去" 是首要目标。但近年一个趋势 正变得清晰，一批在全球知名度尚浅的新品牌，在出海头几年就实现了可观的销售突破，成功在海外市 场站稳脚跟。 他们不再满足于只做代工或销售高性价比商品，而是转向系统性打造品牌——从精准洞察海外消费者需 求出发，通过创新产品定义、快速研发迭代和直达用户（DTC）的运营，在海外市场快速树立起有辨识 度、有溢价的品牌形象。 从全球产业的执行者，转变为产品标准与体验的定义者，这些品牌正为海外消费者提供更优的选择。这 一现象背后，是中国公司正以更敏捷的方式，成从发现市场缝隙、验证产品价值到构建增长闭环的快速 穿越。并以此为基础，在海外高效建立起有号召力的品牌。 洞察缝隙：不做追随者，而是定义新体验 聚焦于未被充分满足的细分需求，是许多新锐品牌实现快速立足的共同起点。它们精准切入那些需求快 速增长、却被传统巨头忽视的市场空隙，致力于以为消费者提供更好的体验。巨头们受制于庞大的既有 产品线、复杂的渠道利益与缓慢的决策流程，往往对消费者的新痛点反应迟缓。 这便给了嗅觉灵敏的新 ...

Core Insights - The article discusses the shift in Chinese companies' overseas strategy from merely selling products to building recognizable brands, focusing on understanding consumer needs and creating innovative products [2][3]. Group 1: Brand Building and Market Entry - Chinese companies are transitioning from being mere executors in the global industry to defining product standards and experiences, establishing strong brand identities in overseas markets [2][3]. - New brands are successfully identifying and addressing unmet niche demands, allowing them to gain a foothold in markets often overlooked by traditional giants [3][4]. - The lightweight model of "product + platform" enables brands to quickly validate market demand and build trust, facilitating rapid growth in their first year abroad [3][4]. Group 2: Case Study of Valerion - Valerion, a high-end sub-brand of AWOL Vision, capitalizes on the growing trend of home cinema by offering a user-friendly product that simplifies setup and reduces costs compared to traditional systems [4][5]. - The brand utilized crowdfunding on Kickstarter to establish initial trust and gather feedback, raising over $10.92 million in 45 days, setting a record for the projection category [5][6]. - Valerion's strategy includes leveraging Amazon as a key channel for scaling operations, benefiting from its established trust and customer service infrastructure [6][7]. Group 3: Challenges and Strategies - New brands face the challenge of expanding from niche markets to mainstream consumers while maintaining close communication and high service standards [6][7]. - To address high customer expectations for service and fulfillment, brands are increasingly relying on established platforms like Amazon to handle logistics and customer service, allowing them to focus on product innovation [6][7]. - The article highlights that even with dispersed brand recognition across channels, Amazon's shopping assurance remains crucial for converting high-ticket items [7][8]. Group 4: Market Trends and Future Outlook - The article notes a significant increase in the number of Chinese sellers on Amazon achieving substantial sales figures, with growth rates exceeding 20% for sellers reaching $2 million to $8 million in sales by 2025 [8][9]. - The shift towards brand building is essential for long-term sustainability, as low-cost products struggle to retain customer loyalty and profitability [9][10]. - Amazon's evolving support for brands that demonstrate product iteration capabilities reflects a market trend towards rapid innovation and consumer engagement [10][11]. Group 5: Conclusion - The article concludes that successful overseas expansion now hinges on a brand's ability to define products, reach consumers directly, and continuously iterate, with technological advancements opening new market opportunities [11][12].