中国品牌全球化进程进入加速演化阶段，《品牌出海手册2.0》以"AI赋能品牌出海"为核心主题，为企业提供贯穿"认知-策略-执行-优化"的全链路指导。 过去一年，贸易摩擦、关税调整与平台合规新规给企业出海带来成本陡增、准入门槛提高等冲击，但也催生了新兴市场增长、合规能力升级、技术突围等 结构性机会。 展望2025-2026年，品牌出海呈现三大关键趋势：从"产品出海"迈向"品牌出海"，全球消费者对品牌文化与价值理念的关注度持续上升；AI驱动营销智能 化与内容生产革命，深度重构广告产业链；市场多元化与本地化深耕并行，东南亚、中东、南美等新兴市场成为增长新支点。AI技术在品牌出海中发挥 核心作用，从市场洞察、文化适配、策略优化到内容生成、广告投放、客户管理，全方位助力企业突破传统出海瓶颈。 企业成功出海需构建"人+AI"协同决策机制，建立智能化市场扫描系统、海外消费者深度解码体系、政策与趋势预警机制，在本地化沟通、合规管理、供 应链布局等方面持续发力。同时需警惕数据偏差、文化误读、品牌调性失控等风险，让AI成为品牌全球化战略的加速器，实现高效且有温度的全球化布 局。 本篇太侠分享的是《品牌出海手册2.0》 报告目录： ...

Market Overview - The textile and apparel sector in A-shares has underperformed the broader market since December, with textile manufacturing showing better performance than branded apparel, declining by -3.3% and -4.4% respectively [1][13] - The Hong Kong textile and apparel index rose by 2.9% in November but has since turned negative in December [1] Brand Apparel Insights - Retail sales of clothing in October grew by 6.3% year-on-year, with a stable growth rate compared to the previous month, increasing by 1.6 percentage points [2] - E-commerce performance varied significantly between categories from October to November, with outdoor leisure leading, while home textiles and personal care faced declines. Year-on-year growth rates for various categories were: outdoor (+20%), sportswear (0%), leisurewear (+8%), home textiles (-9%), and personal care (-2%) [2] - Notable brands with strong growth included Descente (74%), Lululemon (69%), and Asics (8%) in sportswear; and brands like Atour Planet (43%) and Luolai Home Textile (26%) in home textiles [2] Textile Manufacturing Insights - In November, Vietnam's textile and footwear exports faced a high base effect from the previous year, resulting in a decline of -2.6% and -3.8% respectively. China's textile exports showed a slight recovery at +1.0%, while apparel and footwear exports fell by -10.9% and -17.2% respectively [3] - The macroeconomic environment remains challenging, with fluctuations in cotton prices and a slight increase in wool prices by +4.8% month-on-month and +32.0% year-on-year in November [3] - Taiwanese manufacturers reported improved revenue in November, driven by World Cup-related orders and a return to normalcy in brand ordering rhythms [3] Investment Recommendations - The report suggests focusing on the recovery of consumer spending and the rebound in textile manufacturing. It highlights the potential for high-end consumer recovery and the strong outlook for the light luxury outdoor segment [5][6] - Key brands recommended for investment include Anta Sports, Li Ning, and Xtep International, which are expected to benefit from the ongoing trends in high-end consumption and outdoor sports [6] - In textile manufacturing, companies like Shenzhou International and Huayi Group are highlighted as beneficiaries of tariff reductions and Nike's recovery, while New Australia and Weixing Holdings are noted for their potential gains from rising wool prices and improved order visibility [7]

Group 1 - The core achievement of Liaoning Chaopeng Clothing Co., Ltd. is the successful completion of the first test order under the China (Anshan) Cross-Border E-Commerce Comprehensive Pilot Zone, utilizing China Post logistics to send products from Haicheng to Japan [1][3] - Established in 2004, Liaoning Chaopeng Clothing specializes in garment manufacturing and import-export, with products like graphene heating clothing exported to over 20 countries [3] - The successful test order fills a gap in Anshan's cross-border e-commerce retail export sector and supports the comprehensive pilot zone's coverage of various cross-border e-commerce regulatory models [3] Group 2 - The next steps for Haicheng include activating the dual-zone advantages of the China (Anshan) Cross-Border E-Commerce Comprehensive Pilot Zone and the Xiliu market procurement trade pilot [4] - Six industrial parks will serve as core carriers for attracting leading enterprises and nurturing local backbone companies, aiming to deepen the integration of cross-border e-commerce and market procurement trade [4] - The initiative aims to expand the international market presence of local quality products through new foreign trade business models [4]

Core Insights - A new company, Xiamen Jiuhao Industrial Trade Co., Ltd., has been established with a registered capital of 1 million RMB [1] Company Overview - The legal representative of the company is Su Xiaomei [1] - The company operates in various sectors including clothing manufacturing, apparel research and development, and sales of sports goods and toys [1] Business Scope - The business scope includes general projects such as: - Clothing manufacturing and retail [1] - Sports equipment manufacturing and wholesale [1] - Toy sales and related products [1] - Outdoor products sales [1] - Manufacturing and sales of ordinary amusement equipment [1] - Manufacturing and sales of industrial textile products [1] - Manufacturing and sales of plastic products [1] - Daily miscellaneous goods manufacturing and sales [1] - Internet sales (excluding items requiring special permits) [1] - Technology import and export, as well as goods import and export [1]

Core Viewpoint - *ST Bosen (002569.SZ) announced the termination of a major asset restructuring plan involving the sale of a 35% stake in Shaanxi Bosen Apparel Intelligent Manufacturing Co., Ltd. to Nantong Erfangji Co., Ltd. due to failure to reach agreement on key terms [1] Group 1: Asset Restructuring - The company aimed to optimize its asset structure and improve cash flow by selling the stake in Shaanxi Bosen [1] - After the transaction, the company would no longer hold any equity in Shaanxi Bosen [1] - The decision to terminate the restructuring was made after thorough research and friendly negotiations with relevant parties [1] Group 2: Stakeholder Interests - The termination of the asset restructuring was intended to protect the interests of all parties and shareholders involved [1]

农机加紧装配保障来年春耕备耕、多艘船舶同时建造、赶制服装产品销往海外……时值年末，各类经营 主体开足马力赶订单，奋力冲刺全年目标。 （文章来源：人民日报） ...

Group 1: Company Overview - Anhui Kairun Co., Ltd. specializes in OEM manufacturing and brand operation, offering products such as soft bags, luggage, clothing, and fabrics [1][2]. Group 2: Acquisition and Integration - Following the acquisition of Shanghai Jiale, the company has enhanced operational efficiency, with Shanghai Jiale achieving a revenue of 6.85 million yuan and a net profit of 34.75 million yuan in the first half of 2025, reflecting a net profit margin of 5.08%, an increase of 1.79 percentage points year-on-year [2]. - The acquisition strategy focuses on expanding customer categories and product lines, enhancing the synergy between luggage and clothing manufacturing, and providing high-quality services to global top brands [2]. Group 3: Future Development Plans - The company aims to become a respected world-class innovative consumer goods company, focusing on high-quality customer strategies and expanding production capacity in the garment and auxiliary materials manufacturing sectors [3]. - Plans include improving digitalization and intelligence levels, deepening global production layout, and establishing advanced international manufacturing plants [3]. - The brand operation strategy emphasizes market trend monitoring, innovative product design, and enhancing product competitiveness, with a focus on exploring brand expansion into international markets [3].

Core Insights - The sequel "Zootopia 2" has successfully leveraged the strong user base of the original film, achieving significant box office success and commercial value, with a total box office of 31.22 billion yuan in just 15 days after release [1] - The IP has generated a cross-industry consumption synergy through brand collaborations, with over 70 brands participating in co-branding efforts during the film's release, covering 18 categories [2] - Disney's systematic pre-release strategy has significantly boosted market interest, with the first trailer achieving nearly 200 million views within 24 hours and related topics generating over 2.6 billion views on Weibo [2] Box Office Performance - "Zootopia 2" became the first imported animated film to surpass 200 million yuan in pre-sales, indicating strong market demand [1] - The film's box office performance reflects the ongoing appeal of the IP to consumers, with a total box office of 31.22 billion yuan in China by December 10, 2025 [1] Brand Collaborations - The IP has facilitated significant brand collaborations, with over 70 brands engaging in co-branding, leading to a matrix-style commercial layout [2] - Notable collaborations include jewelry brands like Chow Tai Fook and Lao Feng Xiang, which have successfully reached younger consumers through co-branded products [3] - In the apparel sector, brands like Bosideng and Uniqlo have launched themed clothing lines that resonate with the film's audience, achieving substantial sales [4] Jewelry and Apparel Impact - The collaboration between the Z generation's emotional connection to the IP and the intrinsic value of gold jewelry has led to a notable increase in sales and customer demographics for brands like Lao Feng Xiang and Chow Tai Fook [3] - The apparel sector has seen effective conversion of traffic to sales through targeted IP collaborations, with brands launching products that appeal to family audiences [4] Footwear and Lifestyle Products - Footwear brands like Crocs and Li Ning have launched co-branded products that align with the film's themes, enhancing consumer engagement and sales [5][6] - Lifestyle brands such as Miniso and Luckin Coffee have also introduced co-branded products, contributing to large-scale sales [8] IP Operational Strategy - Disney's successful implementation of a "content-consumption-experience" operational model has driven the explosive growth of IP co-branding consumption [9] - The focus on emotional resonance and immersive experiences has strengthened the connection between IP characters and contemporary audiences, enhancing brand value [9] Long-term Commercial Value - The evolution of the Zootopia IP from 2016 to 2025 illustrates the transformation of emotional value into commercial value, with the IP becoming a core element of the industry chain [10] - The role of IP derivative companies is to expand the consumption scenarios and lifecycle of film IPs, integrating characters into daily life through various product categories [10]

Core Insights - The rapid development of AI technology is enabling traditional industries to undergo transformative upgrades, particularly in the garment manufacturing sector in Jiangyin, Wuxi, Jiangsu [1] Group 1: AI Implementation in Garment Manufacturing - The garment factory utilizes AI technology to create a clean and efficient production line, where workers interact with smart machines and tablets daily [2] - Orders are customized, with garments labeled with customer names and departments instead of traditional sizing, allowing for tailored production [4] - The AI system can decompose tasks and allocate resources, reducing production time for a suit to one hour and enabling small orders to be delivered within seven days, achieving efficiency improvements of up to four times [6][7] Group 2: Precision and Efficiency in Production - The automated layout process maximizes fabric usage, with the system generating precise dimensions for each garment component based on customer measurements [8] - Cutting is performed using projected patterns, achieving precision within 0.1 millimeters and cutting speeds of approximately 2 meters per second [10] - After cutting, components are sorted and transferred for further assembly, ensuring a streamlined production process [10] Group 3: Customization and Consumer Experience - The factory accommodates personalized requests through advanced body scanning technology, capturing detailed measurements and body shape characteristics to create a digital model [13] - The integration of AI throughout the production process enhances consumer choice and supports the digital transformation of the enterprise, contributing to the advancement of Chinese manufacturing and branding [15]

Core Viewpoint - The traditional manufacturing industry, particularly the textile and apparel sector in Suzhou, is undergoing a transformation towards modernization, supported by financial services from Agricultural Bank of Suzhou, enhancing the entire supply chain's efficiency and competitiveness [1][2]. Group 1: Industry Transformation - The textile and apparel industry in Suzhou has evolved from its historical roots in silk weaving to become a significant player in modern industrialization, impacting everyday life [1]. - The integration of smart technologies in production processes, such as automated sewing systems and intelligent supply chain solutions, is crucial for the industry's digital transformation [1][2]. - During the "Double Eleven" shopping festival, Bosideng achieved over 100 million yuan in sales, showcasing the effectiveness of data and AI in driving digital transformation [1]. Group 2: Financial Support and Innovation - Agricultural Bank of Suzhou has provided nearly 8 billion yuan in group credit to support the transformation of companies like Bosideng, addressing funding challenges faced by suppliers [2]. - The bank's "Yin Piao e-Rong" product offers online financing solutions for upstream suppliers, ensuring quick access to funds and improving raw material supply efficiency [2]. - A tailored "Bosideng Industry Chain e-Loan" has reached a balance of 563 million yuan, demonstrating the bank's commitment to supporting downstream distributors with innovative financial services [2]. Group 3: Local Industry Development - The wool sweater market in Wujiang District has seen a resurgence, with local businesses adapting to consumer demands for high-quality, stylish winter apparel [3]. - Local textile enterprises have shifted from homogeneous competition to focusing on product quality and design, enhancing their market competitiveness [3][4]. - Agricultural Bank of Suzhou has implemented various financial products to support small and micro enterprises, facilitating their growth and contributing to the local economy [4]. Group 4: Future Prospects - The textile and apparel industry in Suzhou is expected to continue thriving under the guidance of Agricultural Bank of Suzhou, enhancing domestic demand and solidifying the foundation of the real economy [5].