文 | 霞光社 李小天 "在国内舆论场看似'悄无声息'的背后，实则是中企扎根中东本土、默默深耕的上升期。" 蓝色光标沙特国家经理刘丹如，在与霞光社的交流中如是说道。 的确，相比较前两年，中企蜂拥而上、接踵而至的热度与盛况，刚刚过去的2025年，中东在出海赛道的声量有所回落。与此同时，拉美市场风头正劲 —— Keeta 强势进军巴西、Temu 访问量反超美客多等动态频出，持续吸引行业目光。 但中东在国内舆论场的日趋"低调"，不代表其发展按下暂停键 —— 相反，诸多实质性进展正在悄然发生。 普华永道 2025 年调研数据提供了有力佐证：近九成受访中资企业计划进入或继续深耕中东市场，其中 44% 已制定详细商业计划，这一比例较 2022 年提高 了 7 个百分点。从经营成果来看，40% 的受访企业实现盈利，较 2022 年大幅提升 9 个百分点，而亏损企业占比降至 15%；超三成企业的中东业务收入占整 体收入比例达 20% 以上，这一占比也较 2022 年提高 8 个百分点。 数据直观印证：中东市场已步入精耕细作的"静默增长期"。 对此，卡塔尔投资局大中华区总监司君桀在与霞光社的交流中谈到，中国企业在海湾地区的落地 ...

Core Viewpoint - Saudi Arabia is undergoing significant social reforms and economic diversification, leading to a burgeoning fashion market and changing consumer behaviors, particularly among women [5][21][38]. Group 1: Social Changes and Women's Empowerment - Saudi Arabia has opened its doors to tourism, issuing visas for the first time in 2019, which has led to an influx of visitors and a gradual shift in societal norms [1][5]. - The labor participation rate of women in Saudi Arabia has exceeded 35%, reflecting a 50% increase over the past five years, with all retail positions in women's product stores being filled by women [6][12]. - The government aims to increase women's participation in the workforce from 22% in 2017 to 30% by 2030 as part of its Vision 2030 strategy [5][6]. Group 2: Fashion Industry Growth - The Saudi fashion market is projected to grow significantly, with retail fashion sales expected to rise by 48% from 2021 to 2025, reaching $32 billion, with an annual growth rate of 13% [12][21]. - The Middle East and North Africa region is anticipated to be the only area globally to achieve double-digit growth in all beauty sectors from 2022 to 2027, with growth rates of 11%-12% [3][12]. Group 3: Consumer Behavior and Preferences - Saudi consumers are increasingly favoring local brands, with 20% willing to pay the same or higher prices for domestic products compared to international brands [21][24]. - The influence of social media and peer recommendations is paramount in consumer decision-making, with 78% of Snapchat users valuing creator recommendations as highly as those from friends [31][32]. Group 4: Market Opportunities for Chinese Brands - Chinese brands are finding success in Saudi Arabia by leveraging e-commerce and offering products that resonate with local tastes, such as SHEIN's headscarf-compatible clothing line [14][30]. - The acceptance of new brands is high among Saudi consumers, who are eager to try innovative products that align with their cultural context [14][21]. Group 5: Government Initiatives and Local Brand Development - The Saudi government is actively promoting the fashion industry through initiatives like the "Saudi 100 Brands" program and the Riyadh Fashion Week, aimed at enhancing the global presence of local designers [22][23]. - The local fashion industry has seen the emergence of brands that incorporate traditional craftsmanship, reflecting a blend of cultural heritage and modern design [23][24].