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（原标题：泰网红市场进入高效转化时代 上半年销售额劲增46%） 1. 餐饮：占30.47%，成交项目超100个，主要推动"即时购买"，包括外卖 及线下到店； 2. 零售与生活方式：占19.84%，通过"真实感受"吸引Z世代与年轻职场群 体； 上半年，收入占发布者服务总额62.48%的三大行业为： 塔纳敦总结称，网红营销正从追求"曝光"走向"驱动行为"，尤其是在餐饮、零 售和美妆领域，通过精准策略与可衡量系统，品牌能够高效转化互动为销售， 实现数字化增长。 3. 美妆与健康：占12.17%，以"真实体验测评"为主，建立高度信任感。 据泰媒报道，近日，泰国领先的智慧营销产业开发商IdeasLabs公联合创始 人兼执行董事塔纳敦表示，2025年上半年，泰国的网红营销（Influencer Marketing）市场持续增长，尤其是采用"发布者服务（Publisher Services）"模 式的品牌表现突出。 ...

Core Insights - The article emphasizes the challenges brands face in Southeast Asia regarding influencer marketing, highlighting the need for localized content that resonates with diverse cultural and consumer behaviors in the region [1][7] Group 1: Content Localization - Brands must understand what Southeast Asian audiences are watching, believing in, and converting on, rather than just translating content into local languages [1][7] - Effective content in Southeast Asia is characterized by emotional resonance and a casual, relatable tone, rather than a focus on product specifications [2][4] Group 2: Influencer Selection - Influencers should prioritize a sense of everyday life and relatability over professionalism; audiences prefer influencers who appear accessible and genuine [4][7] - The authenticity of influencers is crucial, as overly polished or high-end presentations can alienate viewers [4] Group 3: Video Content Strategy - Video pacing should align with emotional transitions, suggesting a rhythm of 5 seconds per scene change and 15 seconds per emotional shift to maintain viewer engagement [5] - Content should avoid hard selling and instead focus on emotional or visual appeal to encourage continued viewing [5] Group 4: Language and Communication - Utilizing local languages or dialects in influencer content can significantly enhance trust and relatability among audiences [6] - Incorporating bilingual subtitles (e.g., English and local languages) is essential for broadening audience reach, with an emphasis on culturally sensitive translations rather than direct ones [6] Group 5: Strategic Approach - Successfully engaging with Southeast Asian markets requires a comprehensive understanding of audience emotions, preferences, and cultural contexts, rather than a simplistic approach of adding subtitles to existing content [7]

Group 1 - The core viewpoint is that Chinese brands are entering a "global growth" phase, transitioning from initial export through processing to establishing brand awareness and localizing in overseas markets [1][3][4] - The growth of Chinese brands is driven by both internal and external factors, including international policy uncertainties and changing global consumer demands [4][7] - Chinese companies need to innovate products, upgrade technology, and enhance brand resilience to achieve global value growth [7][10] Group 2 - External factors affecting global growth include international policy uncertainties and changes in global supply and demand relationships [9][10] - Recent events, such as anti-dumping investigations by the EU and reciprocal tariff demands from the US, highlight the need for Chinese brands to strengthen their influence and pricing power in international markets [9][10] - The global consumer market is evolving, with increasing demands for personalization and scenario-based needs, requiring Chinese companies to enhance their brand awareness and consumer service capabilities [10][21] Group 3 - Internal drivers for global growth include national initiatives and self-driven efforts by enterprises, such as the "China Manufacturing 2025" initiative promoting digital and intelligent transformation [12][53] - Chinese companies are achieving technological breakthroughs and innovations in certain sectors, which need to be translated into brand premium through global expansion [12][53] - The global expansion paths for Chinese companies vary, with strategies including price advantages in Southeast Asia, entering North America first, and gradually expanding to other regions [19][21] Group 4 - The integration of the entire industry chain is essential for efficiency and resilience, as seen in the Chinese electric vehicle sector, which is moving from "selling globally" to "rooting globally" [52][60] - Localized production bases are being established in regions like Thailand, Indonesia, and Europe, enhancing the collaboration of the entire supply chain [60][61] - The ability to control the supply chain is crucial for brand success in the global market, as companies must adapt to diverse and complex market conditions [66][67] Group 5 - The rise of content e-commerce, exemplified by platforms like TikTok, is reshaping how brands engage with consumers, emphasizing social connections and community-driven marketing [67][72] - "Omni-channel management" is becoming a core competitive advantage, allowing companies to integrate data across platforms for better marketing and operational decisions [72][73] - Emerging technologies like AI are driving significant improvements in product capabilities and supply chain optimization, enhancing the overall competitiveness of Chinese brands [73][76] Group 6 - Service ecosystems are increasingly important for Chinese companies going global, as they require specialized capabilities in areas like cloud services, logistics, and digital marketing [81][85] - Payment systems, influencer marketing, and cloud services are critical components of the global expansion strategy for Chinese brands [85][87][92] - The collaboration between service providers and brands is expected to deepen, leading to enhanced growth effects for both parties [81][84]