本文来自微信公众号：红餐网 （ID：hongcan18），作者：龙杰（印度尼西亚中国商会总会旅游饭店专委会会长），原文标题：《餐饮出海不是"降维打 击"，网红模式走不远》，题图来自：AI生成 因为这个地方的市场形态是多元化的，适合各种各样的模式来探索。既有着像新加坡这类经济较发达的国家，适合中国企业出海打造品牌的理想"高地"； 也有像马来西亚这类发展水平与中国部分城市相当的市场，适合进行模式"平推"；还有一些发展中国家，为我们提供了应对复杂环境、测试抗压能力 的"挑战区"。 这种多层次、多场景的市场结构，让企业可以在不同经济水平、文化背景和消费习惯中，反复打磨产品、服务和运营体系。 中国餐饮出海存在巨大机遇，同时也面临巨大挑战，试错和运营成本都非常大。接下来，我把这几年在东南亚尤其是印尼的一些观察和思考，和大家做一 个分享。 一、东南亚，成了餐企出海的试验田 今年1月，我在海外观察到一个积极的变化。通常，驻外使馆的商务对外部门会管理和指导一些当地商会或协会组织，这类组织内部往往由三类群体构 成。第一类是"被纳入管理的人"，多为十年前甚至是二十年前成立的以省市县命名的协会，即"老乡会"；第二类是商会总会要求设立 ...

Core Insights - The short drama market is shifting towards emerging markets like the Middle East due to saturation in North America and intense competition in Southeast Asia, with local consumption habits and demographic advantages driving this trend [1][10] - DramaBite, launched by the leading social company Chizi City, is the first short drama platform in the Arab region, leveraging local experience and resources to explore this new market [1][4] Market Dynamics - The Middle Eastern youth exhibit a strong demand for entertainment content, but face challenges due to cultural and religious constraints, necessitating precise localization in content adaptation [1][4] - DramaBite has achieved approximately 3.46 million downloads in the past year, with peak daily downloads nearing 47,000 and total revenue exceeding $1.6 million, primarily driven by markets in Saudi Arabia, Israel, and the UAE [2][3] Content Strategy - DramaBite's content includes various genres such as urban romance, fantasy, and suspense, featuring both translated foreign dramas and local productions, enhancing cultural resonance with the audience [4][12] - The platform supports multiple languages, including Arabic and English, and adapts its layout for right-to-left reading to cater to local user preferences [5] Monetization and User Engagement - DramaBite employs a subscription model combined with in-app currency for content unlocking, with a subscription price of approximately 89.99 SAR (around 170 RMB) in Saudi Arabia, which aligns with local purchasing power [8] - The platform encourages user growth through a referral system, rewarding users with in-app currency for inviting friends, thus enhancing engagement and expanding the user base [8][10] Advertising and Market Penetration - Advertising has been a significant user acquisition strategy for DramaBite, with increased ad spending noted in November last year and July this year, targeting primarily males aged 25-34 [10][11] - The platform's advertising efforts extend to regions like the US, Malaysia, and Indonesia, with Indonesia showing a notable increase in downloads following targeted campaigns [11] Future Outlook - As local content continues to diversify and user acceptance of short dramas grows, there is potential for significant market penetration in high-value markets like Saudi Arabia and the UAE, indicating a promising future for DramaBite [12]

Core Viewpoint - Africa is becoming increasingly significant to China's economy, with exports to Africa growing by 25.9% year-on-year, contrasting with a 13.5% decline in exports to the U.S. [3][4] Group 1: Economic Growth in Africa - East Africa is projected to have a real GDP growth rate of 5.3% in 2025 and 6.1% in 2026, leading other regions in Africa [6] - Ethiopia and Rwanda are expected to achieve GDP growth rates of around 7% in 2025, while Kenya, South Sudan, Uganda, and Tanzania are projected to exceed 5% [7] Group 2: Ethiopia's Economic Landscape - Ethiopia, known as the "Roof of Africa," has a population of approximately 120 million and a median age of 19, making it a labor-intensive market [13][19] - The country relies heavily on agriculture, which constitutes 60% of its GDP, leading to high consumer prices that are 3-10 times higher than in China [16] - Despite its rich labor resources, Ethiopia faces high unemployment and a weak industrial base, with most industrial goods imported [19][21] - The Ethiopian government has recently banned the import of fuel vehicles, promoting electric vehicles due to its abundant and cheap electricity [21] Group 3: Kenya's Economic Environment - Kenya, with a population of over 50 million, has a higher GDP per capita compared to Ethiopia and is expected to become East Africa's largest economy by 2025 [29] - The country has a more vibrant commercial atmosphere, with a significant presence of international organizations and a growing tourism sector [29][30] - The real estate market in Nairobi is thriving, with high rental yields and a growing number of Chinese expatriates [31][32] Group 4: Investment Opportunities and Challenges - Both Ethiopia and Kenya face challenges such as reliance on agriculture, weak industrial foundations, and political instability, which may hinder their ability to attract comprehensive supply chains [42][43] - However, Africa presents opportunities for Chinese companies, particularly in labor-intensive industries, as the local market is still developing [43] - The fragmented nature of the African market requires localized operations for successful business ventures [44][46] Group 5: Entrepreneurial Spirit in Africa - Many Chinese entrepreneurs are finding success in Africa by diversifying their business operations beyond their initial ventures [48] - The unique conditions in Africa foster a spirit of innovation and adaptability among entrepreneurs, leading to the establishment of local brands and services [32][39]

Group 1 - The core story revolves around the life and entrepreneurial journey of Li Fashun, the founder of Flash Express, highlighting his rise from a challenging childhood to becoming a successful entrepreneur in Thailand's logistics industry [1][2][3] - Flash Express was established in 2017 with the aim of revolutionizing the Thai logistics market by offering free pick-up services and operating 365 days a year, quickly capturing the market share [11][12] - Within four years, Flash Express achieved a valuation of $2.1 billion, delivering 700 million packages annually and employing 100,000 staff, making it Thailand's first unicorn [2][3] Group 2 - The company has expanded its business model beyond logistics to include marketing and financial services, collaborating with Chinese brands to facilitate their entry into the Thai market [3][18] - During the COVID-19 pandemic, Flash Express faced significant operational challenges, including high costs for safety measures and employee absences, leading to a temporary shutdown of a major distribution center [13][15] - After the pandemic, the company rebounded, achieving a revenue of 17 billion Thai Baht in 2021 and doubling its business volume, emphasizing the importance of corporate values and respect for employees [15][16] Group 3 - The company has adopted a unique organizational structure that maximizes cultural strengths, employing Thai nationals in local roles while utilizing Chinese expertise in technology and operations [16][17] - Flash Express has developed a comprehensive ecosystem that includes logistics, warehousing, and financial services across multiple Southeast Asian countries, positioning itself as a key player in the region [21][22] - The founder believes that the next decade will be crucial for Chinese brands expanding into Southeast Asia, aiming to incubate 100 successful brands in the region [18][19]

Core Viewpoint - Fubon Technology (300387) has confirmed that its overseas business operations are normal and that it has established a global supply chain resilience management mechanism to address potential risks [1] Group 1 - The company aims to enhance its risk resistance capabilities through diversified market strategies and localized operations [1] - Fubon Technology is focused on achieving balanced development between domestic and international businesses [1] - All information will be based on announcements published in legal information disclosure media [1]

Core Insights - Sichuan Changhong Electric Co., Ltd. is experiencing significant growth, with projected revenue exceeding 100 billion yuan in 2024 and a 10.28% year-on-year increase in revenue for the first half of 2025, alongside a net profit of 5.01 billion yuan, marking a 78.60% increase compared to the previous year [2][4] AI Integration and Manufacturing Upgrades - The company has established an AI application innovation center, integrating AI across the entire production and product development chain, enhancing operational efficiency and product capabilities [3][4] - The "Changhong Yunfan AI Model Platform" has been recognized as the first approved AI model platform in Sichuan, serving as the core technology for the company's AI transformation [3] - AI technology has improved product functionality, with the smart home business generating 25.124 billion yuan in revenue, a growth of over 12%, and the air conditioning segment achieving 11.603 billion yuan, a 35.49% increase [4][6] Smart Manufacturing Achievements - The smart display factory has been recognized as an "Excellent Intelligent Factory" by the Ministry of Industry and Information Technology, utilizing advanced technologies such as industrial robots and 5G [5][6] - The factory can handle 6 million personalized orders annually, with a 145% increase in inventory turnover rate and a cost savings of nearly 100 million yuan compared to the previous year [6] Global Expansion Strategy - Changhong has established a global presence with 17 R&D centers and 22 manufacturing bases, covering over 160 countries and regions [7][8] - The company emphasizes localization in its global strategy, adapting products to meet regional market demands, such as energy-efficient air conditioning units in Southeast Asia [8] - Changhong is leveraging sports partnerships and cultural elements, such as the panda-themed appliances, to enhance brand recognition and consumer engagement [7][8] Future Outlook and Challenges - The company aims to enhance its smart manufacturing capabilities, targeting 80% coverage of advanced intelligent factories, while addressing challenges such as data privacy, cost barriers, and user experience [9][10] - Future initiatives will focus on leveraging industrial internet platforms to empower smart enterprises and improve operational efficiencies [10]

Core Insights - The article discusses the launch of the upgraded "Sailor Star Program" by Amazon Advertising and Amazon Global Store, marking the fifth anniversary of the original "Sailor Program" [1] - The new season focuses on seven themes, including market expansion in Europe, niche market breakthroughs, and global brand building, reflecting the transition of Chinese companies from manufacturing to intelligent and creative production [1] Group 1: Brand Innovation and Strategy - HOVERAir emphasizes differentiation through innovation, creating a "water sports camera" based on user insights and adapting to local regulations in Japan with a lightweight product [1][2] - JisuLife's strategic shift from a multi-category approach to specializing in portable fans has led to significant improvements in product performance, enhancing battery life to two days and changing market perceptions [2] - Emotional resonance is becoming a key competitive advantage for brands, as seen with Heybike's shift from traditional advertising to emotional storytelling and community engagement [3] Group 2: Localization and Market Adaptation - Localized operations are critical for success in international markets, with HOVERAir and JisuLife implementing strategies to overcome cultural barriers through local teams and tailored marketing [3] - The concept of "Glocalization" is emerging as a new paradigm for Chinese brands going global, combining supply chain advantages with localized operational capabilities [3] Group 3: Role of AI in E-commerce - Approximately 45% of cross-border e-commerce companies are utilizing generative AI for product innovation, with 86% of small to medium-sized brands viewing AI as a key driver for marketing success [4] - AI tools are helping companies save time and optimize processes, allowing for a greater focus on market research and product innovation [5]

Core Viewpoint - The article discusses the challenges and opportunities in the Southeast Asian and Middle Eastern markets for companies looking to expand internationally, highlighting the shift from initial growth phases to more competitive and complex environments [6][8]. Group 1: Southeast Asia Market Challenges - The narrative of high growth in Southeast Asia is becoming outdated as the market enters a "deep water zone," where early advantages are fading [6]. - Companies face intense competition in popular sectors, leading to a "red ocean" scenario where price wars and supply chain efficiency become critical for survival [11]. - The era of wild growth has ended, and brands must navigate expensive entry into mainstream channels while competing with local giants [11]. Group 2: Middle East Market Dynamics - The allure of wealth in the Middle East attracts many businesses, but challenges such as lengthy customs clearance and high-priced products hinder growth [8]. - The Noon platform represents a potential "blue ocean" opportunity, but sellers must understand and comply with strict logistics rules to succeed [12]. - Misunderstanding local consumer behavior can lead to poor sales, as high purchasing power does not equate to indiscriminate spending [12]. Group 3: Localization and Market Entry - True localization goes beyond simple translation and requires a deep understanding of cultural differences and local lifestyles [11]. - Companies must transition from being market observers to becoming integral parts of the local ecosystem to identify real opportunities [16]. - Engaging with local players and understanding the market intricacies is essential for success in these regions [15][20]. Group 4: Proposed Solutions and Initiatives - The article introduces the "Overseas Exploration Plan," aimed at helping companies navigate the complexities of Southeast Asia and the Middle East [16]. - Two pathways are offered: online courses with successful sellers and offline visits to local markets to gain firsthand insights [21]. - The initiative encourages companies to articulate their specific challenges to tailor the exploration experience [18][21].

Core Insights - The article highlights the growing ambition of Chinese home appliance companies to conquer overseas markets, particularly in Europe, as showcased at the IFA 2025 event [1][3] - It emphasizes the challenges faced by Chinese brands in penetrating the European market, which has a long history and established competitors [4][6] Market Overview - Europe is a significant market for home appliances, with a retail share of approximately 20% in Western Europe and a projected CAGR of 5.52% for Eastern Europe from 2018 to 2024 [4] - The complexity of the European market, with over 40 countries and diverse consumer habits, poses a challenge for Chinese companies seeking to expand [4][8] Consumer Preferences - European consumers prioritize high-quality and innovative products over low prices, making it essential for Chinese brands to focus on product differentiation rather than competing solely on price [6][8] - Localized product adaptations are crucial, as direct transfers of products from China may not meet European consumer needs [8] Successful Strategies - High-end branding and technological innovation are key strategies for Chinese companies to succeed in Europe, as demonstrated by Haier's approach [9][11] - Haier has effectively combined product innovation with local market understanding, achieving significant market share and consumer acceptance [9][12] Performance Metrics - Haier's overseas revenue grew by 11.7% in the first half of the year, with a remarkable 24.07% growth in Europe [11] - The company has maintained its position as the world's largest home appliance brand for 16 consecutive years, indicating the effectiveness of its global strategy [12]

Core Viewpoint - The successful launch of Beiqi Foton's brand and assembly plant in Kampala, Uganda marks a significant step in the company's strategic expansion into the East African market [1] Group 1: Market Context and Strategy - Uganda's economy relies heavily on agriculture and basic services, with a relatively weak industrial base. The government encourages foreign investment through KD assembly models to promote "import substitution" [3] - Beiqi Foton has seized this policy opportunity to penetrate the market, offering essential products such as light trucks, medium trucks, and buses, while collaborating with local companies to establish assembly lines, effectively reducing production costs and responding quickly to market demands [3] Group 2: Operational Developments - The launch event showcased multiple key models from Beiqi Foton, with technical teams explaining product advantages. The assembly plant's operation enhances local production capabilities and lays a solid foundation for improving after-sales service efficiency and building a comprehensive value chain [5] - During the event, Beiqi Foton signed strategic cooperation agreements with several local logistics and transportation companies, receiving positive feedback on product reliability and service responsiveness from customer representatives [7] Group 3: Economic Impact and Future Plans - The establishment of the assembly plant is expected to create numerous job opportunities locally and promote the collaborative development of the automotive industry chain, further modernizing Uganda's automotive sector [9] - Beiqi Foton has built a broad cooperation network across Africa, including countries like South Africa, Nigeria, Ghana, Zambia, and Ethiopia, with over 220 sales service outlets, 12 KD factories, 46 parts warehouses, and 8 training centers, forming a localized operational system [9] - The company is advancing its "Africa Strategy" through three "three-year action plans" to systematically build full value chain capabilities, focusing on heavy trucks, pickups, and buses, while contributing to the sustainable transportation system in African countries [9]