作者 | 楷楷 编辑 | Shadow Shopee 2022年，一条东南亚主妇用中国平底锅烹制椰浆饭的短视频意外走红，评论区涌现出数万条求购留言，这股突如其来的热度，照亮了浙江永康众多代工厂的 出海之路。 浙江意可味厨具制造有限公司（以下简称"意可味"）便是其中之一。成立于2013年的意可味，早期主要从事贴牌生产，虽然积累了不少稳定客户，但代工模 式利润薄、话语权低的痛点，让意可味不得不"居安思危"。 2022年，意可味启动自有品牌Ecowin的出海计划，如今其在TikTok Shop东南亚跨境电商上的单月GMV 已突破800万元，成为永康五金产业带"品牌出海"的 一个缩影。 在跨境电商的新风口下，已有越来越多产业带工厂开始主动破局，就像Ecowin凭借直播带货与内容电商打开全球市场一样，找到了对接全球消费需求的新 路径。这些从实践中淬炼出的经验，正是传统制造业从"代工贴牌"向"品牌自主"转型的鲜活范本。 浙江永康，是中国的"五金之都"，拥有200余家炊具制造企业，500余家配件供应商。早些年，意可味也是浙江永康其中一家并不显眼的铝锅代工厂，然而， 一条东南亚主妇用中国厨具烹饪的短视频，成了这家公司转型的契 ...

Core Viewpoint - Burberry is facing significant challenges in the Chinese luxury market, which has cooled down after a period of growth during the pandemic, leading to a strategic shift in the company's approach to marketing and product offerings [2][6][10]. Group 1: Market Conditions - The Chinese luxury market has experienced a drastic shift since 2020, with a surge in luxury consumption during the pandemic followed by a sharp decline starting in the second half of 2023 [2][6]. - Globally, the luxury goods industry is also facing difficulties, with Bain & Company projecting a 1% decline in global luxury sales for 2024 and a downward adjustment for 2025 from a growth forecast to a decline of 2% to 5% [6]. Group 2: Company Performance - Burberry's revenue for the fiscal year 2025 is expected to decline by 15% at constant exchange rates, with comparable store sales in mainland China down by 15% and a 16% drop in the Asia-Pacific region, which accounts for nearly half of Burberry's business [6][10]. - The company has acknowledged that its rapid brand innovation efforts may have been excessive, leading to challenges in managing brand transformation amidst market fluctuations [6][10]. Group 3: Strategic Initiatives - Under the new CEO Joshua Schulman, Burberry has launched the "Burberry Forward" transformation strategy, focusing on inventory management, cost reduction, and enhancing collaboration between commercial and creative teams [7][10]. - The company aims to strengthen its local marketing efforts in China, recognizing the need for a more localized narrative to resonate with younger consumers who increasingly identify with domestic culture [9][10]. Group 4: Consumer Engagement - Burberry is upgrading its existing stores and considering innovative concepts like introducing cafes in larger stores to attract a broader customer base [10]. - The brand is adjusting its pricing strategy, lowering prices on non-core items while maintaining premium pricing on key products like trench coats, aiming to appeal to a wider range of consumers, including the middle class [10][11]. Group 5: Future Outlook - Despite current economic pressures, Burberry remains optimistic about the Chinese market, which continues to produce a new generation of consumers with purchasing power [11].

Core Insights - The Chinese B2B manufacturing sector, traditionally seen as a low-cost OEM player, is undergoing a significant transformation towards smart and branded manufacturing, gaining visibility in the global market [1][3][13] - Companies like Yushu Technology and Geek+ are leading this shift, showcasing their innovations at major trade events and attracting substantial international interest [1][3][4] - The focus on technology and innovation is becoming a new branding strategy for Chinese B2B manufacturers, moving away from price competition to emphasize quality and technological capabilities [2][5][13] Group 1: Industry Transformation - The B2B manufacturing sector in China has historically been overshadowed, despite its annual scale exceeding 20 trillion yuan [1] - Recent developments, such as the establishment of a service robot section at the Canton Fair, highlight the growing recognition of B2B manufacturing brands [1][3] - Companies are increasingly adopting a narrative centered around technology and innovation, as seen with brands like Horion and Geek+ [4][5] Group 2: Brand Strategy and Marketing - B2B brands are focusing on building trust and long-term relationships with clients, which is crucial given the longer decision-making cycles in B2B transactions [6][7] - The importance of localized brand narratives is emphasized, with companies tailoring their messaging to resonate with specific regional audiences [7][12] - Social media is becoming a vital tool for B2B marketing, with platforms like LinkedIn being leveraged to connect with industry decision-makers [9][12] Group 3: Customer Engagement and Trust - Trust is identified as a key factor in B2B purchasing decisions, often equating its importance to price [6][7] - Case studies and peer recommendations are critical in enhancing the credibility of Chinese B2B brands in international markets [7][12] - The shift from traditional marketing methods to social media strategies reflects the changing landscape of customer engagement in the B2B sector [11][12]