wildberries启明星计划正在引导中国品牌出海进入一个全新的深水区——从卖出去，到留下来；从流量驱动，到内容驱动；从以价格吸引注意力，到以文化 赢得信任。过去十年，"中国制造"在全球市场的崛起令人瞩目，但与此同时，中国品牌长期面临着"出得去却留不下"的核心困境。 尤其是在欧洲市场，消费者更重视品牌背后的文化认同、视觉语言、产品细节与服务体验。他们更关注"为什么选你"而不是"你便宜多少"。在这样的消费心 智结构下，仅依靠低价和铺货的传统出海方式已逐渐触顶，失去了可持续性。 正是在这种背景下，wildberries启明星计划提出了明确的破局战略——构建"可感知的品牌力"。换句话说，不只是让欧洲人买到中国商品，而是让他们愿意 信任、愿意推荐，最终形成长期用户关系与品牌记忆。 启明星项目的第一步，就是清晰地回答一个问题：中国卖家为什么留不下？ 项目团队调研了超过300位来自东欧五国的消费者，发现他们对"中国商品"的第一印象往往是"便宜、实用、海量"。但当被问到"你记得哪一个中国品 牌？"时，绝大多数人无法给出回答。这种"有用但无感知"的状态，是中国商品在欧洲市场做不深、扎不稳的最大障碍。 为此，启明星项目确立了 ...

Core Viewpoint - The article discusses the competitive dynamics between China Merchants Bank (CMB) and Ant Group in the fund distribution market, highlighting how Ant has surpassed CMB in various metrics and the strategies each company employs to maintain or enhance their market positions [5][10][11]. Group 1: Market Position and Performance - As of mid-2024, Ant Group has significantly outperformed CMB in fund distribution, with Ant's equity fund holdings at 8,229 billion yuan compared to CMB's 4,920 billion yuan, marking a 40% lower performance for CMB [11][14]. - CMB has historically been a leader in fund distribution but is now facing the risk of being left behind as Ant Group continues to grow its market share [10][11]. - The shift in market dynamics is attributed to Ant's larger user base and more aggressive online strategies, which have allowed it to capture a significant portion of the fund distribution market [22][48]. Group 2: Competitive Strategies - CMB has relied on its strong retail banking presence and high-net-worth clientele, but it has struggled to adapt to the rapid changes in the fund distribution landscape [22][49]. - Ant Group has leveraged its vast user base on Alipay, with over 1 billion total users and 3 billion daily active users, to enhance its fund distribution capabilities [22][48]. - CMB's strategy includes focusing on high-net-worth clients and enhancing its wealth management services, while Ant is expanding its offerings in index funds and flexible investment products [46][47]. Group 3: Challenges and Responses - CMB is facing challenges due to a decline in wealth management income and increased competition from Ant, which has led to a strategic reassessment within CMB [29][30]. - The recent regulatory changes that lower fund sales fees pose additional challenges for CMB, which relies on its high-cost sales model [49]. - CMB is attempting to strengthen its asset allocation capabilities and improve customer experience through enhanced advisory services and product offerings [37][39]. Group 4: Future Outlook - The competition between CMB and Ant Group is expected to solidify, with CMB focusing on high-net-worth clients and complex financial products, while Ant continues to dominate the mass market with its online services [50][51]. - The article suggests that CMB must leverage its strengths in personalized service and high-net-worth client management to maintain its market position amidst increasing pressure from Ant [49][50].