近期，在2025第十一届GDMS全球数字营销峰会上，连线Insight与小熊电器海外事业部市场负责人钟宛芸进行了一次深度对话，探讨了小家电品牌出海的 机遇与挑战、海外市场产品如何做出差异化等问题。 文 /窦文雪 编辑/子夜 近年来，随着国内市场竞争日趋白热化，"出海"已经成为众多中国家电品牌寻求增长动能的新选择。 其中，一些小家电品牌的表现尤为活跃。与大家电、3C产品相比，小家电具有研发周期相对较短、更贴近生活场景、易通过社交媒体加速传播等特点， 这为其在海外市场实现快速渗透提供了可能。 挑战也同样不容小觑：一方面，国际巨头与当地品牌已占据先发优势，建立了深厚的市场壁垒；另一方面，同质化竞争与价格战的风险如影随形，小家电 品牌一旦抓不住销量增长的契机，便相当于宣告一条产品线的出海失败。 因此，在国内的发展方式要借鉴，也要创新。出海品牌必须着眼当地消费者的文化习惯、家庭结构、消费偏好等细微差异，从前端调研开始，抓住用户的 核心需求，产出具有独特性的产品。 用产品说话，一直是品牌出海最有力的发声方式。 以下为对谈详细内容，连线Insight在保留原意的基础上，进行了略微删减和修改。 一家小家电品牌， 靠差异化布局 ...

Core Viewpoint - The company anticipates stable overseas business in the first half of 2025 despite short-term impacts from U.S. tariffs and ongoing ramp-up of production capacity in Indonesia [1][3]. Group 1: Overseas Business Performance - In 2024, the company's foreign operating income reached 13.155 billion yuan, a year-on-year increase of 21.68% [1]. - The company exports account for approximately 70%-80% of total revenue, with sales to the U.S. contributing 20%-30% of overall sales [1]. Group 2: Production Capacity in Indonesia - The first phase of the Indonesian manufacturing base, established in late 2019, has achieved a production scale primarily focused on vacuum cleaners, with projected sales of about 670 million yuan in 2024 [2]. - The second phase, initiated at the end of 2023, aims for larger capacity and is expected to begin mass production in the second quarter of this year, with an additional investment of 50 million USD to enhance capacity [2]. Group 3: Financial Performance - In the first quarter of 2025, the company reported total revenue of 3.834 billion yuan, a year-on-year growth of 10.36%, and a net profit attributable to shareholders of 247 million yuan, up 43.02% year-on-year [3]. Group 4: Product Strategy and Market Expansion - The company plans to expand its core research areas and enhance product innovation capabilities, targeting new product categories such as commercial machines, personal care, pet appliances, and high-tech gardening tools [3]. - The domestic market strategy includes a multi-brand approach, maintaining the mid-to-high-end positioning of brands like Morphy Richards and Donlim, while also developing specialized brands for coffee machines, tea appliances, and personal care [4].