一场别开生面的跨境电商赋能大会，10 月 17 日 在山东省菏泽市郓城县举行。这标志着国际电商平台亚马逊的"全球开店"业务正持续下沉，将其专业服务与 资源深度对接至中国广袤的县域经济腹地，探索赋能地方特色产业带转型升级的新路径，为外贸高质量发展注入新动能。 亚马逊此举，正是精准地"探"到了县域经济体的迫切需求。通过将官方经理、运营专家、专属扶持方案等资源直接对接到县城一线，平台旨在打破信息与资 源壁垒，手把手教导"0基础"学员，为其提供从产品遴选、账号注册、物流合规到品牌建设的全链路出海指导，极大降低了传统制造业尝试跨境贸易的门槛 和风险。 政府引领：打造跨境电商发展最优生态 对于此次高规格的政企联动，郓城县相关部门给予了高度重视。县委统战部、县工商联负责人表示："发展跨境电商是郓城县推动产业转型升级、拓展外部 市场、培育外贸新增长点的关键战略。我们积极引入像亚马逊全球开店这样的国际顶级平台，就是希望以最高效、最专业的方式，为本地企业插上数字化 的'翅膀'。郓城县将全力优化营商环境，做好服务保障，支持传统外贸企业和制造工厂利用新渠道拥抱全球机遇，这对我县落实乡村振兴、促进共同富裕具 有重要意义。" 大会亮点： ...

Core Viewpoint - Chinese brands are transitioning from "going out" to "going in," emphasizing localized operations and marketing capabilities as key to success in international markets [2][4]. Group 1: Market Trends - In 2024, China's cross-border export scale is projected to reach 2.15 trillion RMB, a 16.9% increase from 2023, indicating sustained double-digit growth [4]. - The focus for Chinese brands has shifted from mere sales to long-term value creation, addressing how brands can be understood and trusted by overseas consumers [4][5]. - Global consumers increasingly demand personalized and diverse products, with 87% willing to pay a premium for trusted brands [4]. Group 2: Localization Strategies - Successful localization requires brands to adapt from "functional matching" to "cultural adaptation," tailoring product narratives to different markets [10]. - Marketing localization involves using local languages and cultural symbols to engage consumers, shifting from a self-centered narrative to a collaborative approach with consumers [12]. - Organizationally, brands are moving towards establishing localized teams to enhance operational effectiveness and consumer engagement [14]. Group 3: Consumer Trust - Consumer trust is identified as the ultimate indicator of successful localization, with 28% of overseas consumers citing unfamiliarity and lack of trust as reasons for not choosing Chinese brands [17]. - Building trust requires consistent delivery, service, and communication, creating a "reasonable presence" in consumers' minds [17]. Group 4: Case Studies - The "Sailor Star Plan" showcases various Chinese brands' localized strategies, highlighting the importance of understanding local cultures and consumer preferences [21][28]. - Heybike adjusted its marketing focus from performance to sustainable urban mobility to resonate with European consumers [22]. - Chef Power redefined its brand image in North America by positioning itself as a "modern kitchen partner," moving away from the "Made in China" label [24]. - Letaya utilized consumer insights to create relatable content, enhancing engagement by addressing installation ease for its steel furniture [26]. Group 5: Systematic Support - The collaboration between Amazon Advertising and Amazon Global Selling provides a comprehensive support system for brands, emphasizing the importance of understanding consumer behavior and building brand assets [31][35]. - This partnership enables brands to leverage data for insights, allowing for tailored marketing strategies that resonate with local consumers [35].

Core Insights - Amazon's "Sailor Plan" has evolved into the "Sailor Star Plan," showcasing the globalization journey of 43 Chinese brands over five years, emphasizing the importance of innovative tools and local support in reaching global consumers [1] - The COMIX Qixin brand has launched a short film highlighting its international business team's efforts to expand overseas markets through Amazon, leveraging quality products and efficient supply chains [1][2] - COMIX Qixin is focusing on cross-border e-commerce as a key channel for increasing overseas sales, utilizing Amazon to reach both B2B and B2C markets [4] Group 1 - The "Sailor Star Plan" invites 15 quality Chinese brands to share their stories, providing valuable experiences for other brands looking to expand internationally [1] - The COMIX Qixin brand has adjusted product designs based on local customer needs, leading to increased sales during Amazon's Prime Day [2] - The company is exploring a new path of "B2B start, B2C breakthrough" to deliver quality products to more users [4] Group 2 - COMIX Qixin, a well-known office brand under Qixin Group, has over 30 years of experience in the office sector, focusing on product quality and innovation [6] - The group is applying AI models to enhance efficiency in operations, marketing, and supply chains within the cross-border e-commerce sector [6] - Successful international market exploration by Qixin Group highlights the need for Chinese brands to balance product strength and brand power while responding quickly to market changes [6]

Core Insights - The narrative of Chinese brands going global is not limited to giants but includes numerous smaller enterprises that are exploring and adapting in unfamiliar markets [1] - The shift from a manufacturing-centric approach to a brand-focused strategy is evident among the new generation of entrepreneurs, who prioritize brand recognition and consumer relationships over mere order fulfillment [2][5] Group 1: Brand Evolution - Chinese brands are transitioning from a reliance on low-cost manufacturing to building brand equity and consumer loyalty, marking a significant evolution in their global strategy [6][7] - Qualfort, a clothing brand, exemplifies this shift by moving from a traditional OEM model to establishing its own brand, emphasizing the importance of advertising as a long-term asset rather than a mere expense [4][14] Group 2: Market Challenges - The complexity of entering new markets is highlighted by the need for localized strategies, as cultural differences can significantly impact product acceptance [7][10] - Companies face the challenge of adapting their products and marketing strategies to diverse markets, requiring a comprehensive overhaul of their approach [7][10] Group 3: Advertising and Brand Building - The role of advertising has evolved from a tool for immediate sales to a critical component of long-term brand relationship building, as demonstrated by the success of Qualfort in utilizing Amazon's advertising tools [14][15] - The "Waterman Plan" series aims to document the diverse strategies of Chinese brands in their global expansion, showcasing both common challenges and unique solutions [8][10] Group 4: Future Directions - The next phase for Chinese brands involves not just selling products but also establishing a lasting presence and preference in various cultural contexts, which requires ongoing engagement with consumers [15][17] - The upcoming "Waterman Plan" series will provide continuous insights into the evolving landscape of Chinese brands going global, offering valuable lessons for other companies [16][17]

河南日报客户端记者 宋敏 实习生 张婉晴 河南卖家双彬入驻亚马逊后，采取"B2C+B2B"双品牌战略，针对不同客户群体打造差异化品牌。通过 这种协同发展的策略，双彬实现了销售规模较入驻前增长超10倍的跨越式发展。在品牌建设方面，双彬 在亚马逊平台的帮助下陆续打造了数十项专利，并开始与海外设计师合作开发新品，真正实现了从代工 到品牌的转型升级。双彬营销副总经理姚婷表示："通过亚马逊，我们能够同时服务个人消费者和企业 客户，实现了多元化发展。" 8月21日，2025亚马逊全球开店华中区域卖家大会在武汉召开。本次大会发布了"亚马逊全球开店华中四 省产业带加速器项目"，吸引了来自华中地区的千余名企业代表参会交流。 "近年来河南省不断完善跨境电商生态体系，全省跨境电商年进出口额从2016年的760多亿元增长到2024 年的2600多亿元，年均增长24%以上，助推河南服装、假发、电子产品等特色产业带通过亚马逊走向全 球，让河南企业深度嵌入全球产业链和价值链。"河南省跨境电子商务协会秘书长刘卉表示，"未来希望 与亚马逊继续携手，共同打造更具活力和韧性的优质跨境电商产业生态，帮助河南企业更高效、更精准 地开拓全球市场，让中原 ...

市委常委、副市长唐晓东，市委常委、苏州工业园区党工委书记沈觅，市政府党组成员徐本，市有 关部门主要负责同志参加活动。 亚马逊全球开店苏州跨境服务空间为亚马逊全球开店在全国首个本地化服务空间，是其深耕区域市 场的重要里程碑。服务空间将通过提供专业化的卖家运营指导、开展系统性的培训课程、解读前沿市场 趋势、定制个性化成长方案等"一站式"服务体系全面赋能本地跨境电商生态。通过实体化、常态化的服 务模式，亚马逊将进一步加强与苏州本地卖家、服务商及政府部门的紧密联系，助力苏州打造跨境电商 新高地。 活动中，亚马逊全球开店赋能行动计划发布。该计划将依托亚马逊全球开店苏州跨境服务空间战略 枢纽，串联全市产业带资源，具体包括覆盖苏州十个县级市（区）和十大核心产业带的核心产业带开 发、跨境电商培训及活动，培育五十个优秀卖家、举办五十场高质量活动，引进及培育超20家跨境服务 生态服务商。活动现场，杨钧以《亚马逊全球开店赋能区域发展》为题作主旨演讲。 让更多苏州本地品牌走向全球。昨天（8月18日），亚马逊全球开店苏州跨境服务空间在苏州工业 园区南岸新地产业园正式启用。市委副书记、市长吴庆文，亚马逊中国副总裁、亚马逊全球开店亚太区 ...

Core Viewpoint - The conference "Going Global with Craftsmanship" focuses on the challenges and strategies for Chinese companies expanding into international markets, emphasizing the importance of multi-market strategies and local market integration [1][5]. Group 1: Conference Overview - The conference was held on July 25 in Hangzhou, organized by various governmental and business entities, featuring discussions on globalization and market expansion [1]. - Key themes included consumer goods, technology, e-commerce, finance, and renewable energy, with multiple keynote speeches and roundtable discussions aimed at providing actionable insights for companies [1]. Group 2: Multi-Market Strategy - Companies are encouraged to shift from reliance on single markets to a diversified global presence, as exemplified by Huayi Group's experience in establishing industrial parks in Thailand, Mexico, and Uzbekistan [5][6]. - The potential of local markets is highlighted, with Thailand's GDP growth from over $2,800 in 2005 to an expected $7,500 by 2025, indicating significant opportunities for businesses [6]. Group 3: Resilience and Adaptation - Chinese sellers on platforms like Amazon have shown remarkable resilience, with significant sales growth in European markets despite external uncertainties [6][7]. - The importance of understanding local markets and adapting strategies accordingly is emphasized, with successful examples of Chinese sellers expanding beyond North America [6][16]. Group 4: Talent and Brand Building - Companies face challenges in global talent acquisition, with the need for strong employer branding to attract local talent being crucial for successful international operations [7][8]. - Huayi Group's approach to integrating local employees into their teams is presented as a best practice for fostering long-term relationships and operational efficiency [9]. Group 5: Legal and Compliance Challenges - The use of AI and cloud services in international operations raises compliance and legal challenges, necessitating a robust legal framework to mitigate risks [10][13]. - Companies are advised to engage Chinese law firms for initial legal guidance, leveraging their understanding of the business landscape to navigate complex compliance issues [15][14]. Group 6: Strategic Recommendations - Companies are encouraged to adopt a flexible approach to factory establishment, favoring leasing over purchasing to reduce risks and costs associated with international expansion [17]. - The concept of "grouping" for overseas ventures is suggested as a strategy to enhance resilience and reduce individual risks for companies entering foreign markets [17].

Core Insights - The cross-border e-commerce market in China is projected to reach 17.66 trillion yuan in 2024, reflecting a 4.8% increase from 16.85 trillion yuan in 2023 [1] - Cross-border e-commerce transactions are expected to account for 40.27% of China's total goods trade import and export value of 43.85 trillion yuan in 2024 [1] - The penetration rate of cross-border e-commerce in China has increased from 38.86% in 2020 to 40.35% in 2023 [1] Industry Structure - The cross-border e-commerce industry consists of three main types: export cross-border e-commerce platforms (e.g., Amazon, eBay, TikTok), import cross-border e-commerce platforms (e.g., Tmall Global, JD International), and cross-border e-commerce service providers (e.g., Ant International, PingPong) [2] - In 2024, the export share of cross-border e-commerce is expected to be 77.6%, while imports will account for 22.4% [2] Market Dynamics - The rise of emerging platforms like Temu and TikTok has intensified competition in the cross-border e-commerce sector [1] - The industry is experiencing pressure due to the introduction of new models such as full-service management, impacting sellers' opportunities [1] - In 2024, there were 17 financing events in the cross-border e-commerce sector, a decrease of 22.73% year-on-year, with total financing amounting to 408 million yuan, down 97.4% from the previous year [2]