Core Insights - The report highlights the rise of Chinese brands in the Southeast Asian market, driven by a young population, digital economy growth, and strategic investments [1][9][12] - By 2024, China's exports to Southeast Asia are projected to reach $587 billion, marking a 12% year-on-year increase, with ASEAN6 countries contributing significantly to this growth [1][9][31] Trade Evolution - The historical trade relationship between China and Southeast Asia has been strengthened by the Belt and Road Initiative, enhancing infrastructure connectivity and economic ties [19][24] - The ASEAN6 countries, which include Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam, account for 95% of the region's GDP, making them attractive markets for Chinese brands [1][25] Market Opportunities - Southeast Asia's demographic advantage, with over 6.5 billion people and a median age of 31, presents significant growth potential for Chinese brands [14][52] - The region's digital economy is rapidly expanding, with a notable shift towards e-commerce and fintech, driven by a young, tech-savvy consumer base [12][52] Industry Focus - Chinese brands have established leadership in sectors such as electronics and electric vehicles, with companies like BYD and Xiaomi holding over 25% market share [2][15] - The home appliance sector has seen brands like Haier and Midea increase their market share from 9% in 2015 to 25% in 2024 through localization and premium positioning [2][15] Competitive Landscape - The competitive landscape in Southeast Asia is being reshaped as Chinese brands leverage innovation, efficiency, and localization strategies to challenge traditional competitors [3][10] - Existing companies must adapt quickly to the digital capabilities and pricing strategies of Chinese competitors to maintain market share [10][14] E-commerce and Cross-border Trade - The rise of cross-border e-commerce, facilitated by platforms like Lazada and Shopee, has transformed consumer behavior in Southeast Asia, allowing Chinese brands to penetrate the market effectively [46][47] - Despite progress, e-commerce penetration remains low in key markets like Malaysia, Thailand, and Vietnam, indicating untapped opportunities for growth [47][52]

美妆与个人护理产品是目前为数不多能为美国贡献贸易顺差的商品。行业数据显示，2022年，美妆与个护产品为美国带来了约26亿美元的贸易顺 差。然而，特朗普政府的关税政策正在伤害这一行业。 《华盛顿邮报》网站近期发布的一篇文章聚焦了关税对美国美妆与个护产品制造业的影响。报道称，在行业和分析人士看来，美国政府加征的高 额关税扰乱了美妆产品的供应链，这一政策实际上会阻碍这一数十年来美国具备国际竞争优势的行业的发展。 比如，一家香水生产企业在美国生产的产品中很大一部分是出口至其他国家的，会受到其他国家关税的影响。同时，这家公司也依赖进口原材 料，比如其香水瓶的部分组件来自中国。在当前针对中国产品的关税水平下，该公司不得不从其他国家寻找替代品。 这家公司的负责人表示，寻找替代供应商需要花费一些时间，但有一点是肯定的：这些组件在美国是很难找到的。他说，该公司重新审视了在美 国本土找到供应商的可能性，"坦率地说，可能特朗普并不知道，这些行业在美国并不存在"。 2025年3月底，江苏常州的一个美国品牌门店的美妆产品展示柜（图自视觉中国） 其他美妆品牌也面临类似的问题。零售分析师马克·科恩表示，不少美妆大品牌依赖复杂的全球供应链， ...