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 Insights - The 138th Canton Fair showcases innovative products that reflect the high-quality development of China's foreign trade, featuring advanced technologies and "specialized, refined, distinctive, and innovative" enterprises [1][3]. Group 1: Technological Innovations - AI-powered translation earphones and air purifiers are prominent at the fair, highlighting the integration of AI technology in consumer products [3][4]. - A total of 353,000 smart products are exhibited, providing a technological feast for global buyers [3]. - Companies like iFlytek are leveraging the Canton Fair to expand their international market presence, with products like translation machines and AI recording pens gaining traction in countries such as the USA, South Korea, and Japan [3]. Group 2: Product Highlights - The fair features a variety of innovative products, including a micro electromagnetic pump suitable for household appliances and a lightweight hook capable of lifting 20 tons while weighing only 5 kilograms [10][11]. - Shenzhen Huaxing Hengtai Pump Valve Co., Ltd. showcases a range of micro pump products, aiming to penetrate the European and American markets [7]. - The introduction of multifunctional AI products, such as an AI air purifier that provides emotional companionship, demonstrates the trend towards integrating AI into everyday devices [4]. Group 3: Market Expansion and Opportunities - The fair serves as a crucial platform for companies to connect with high-quality global buyers, with significant orders anticipated, such as a $950,000 order from a new German client [10]. - Companies are focusing on innovative designs and precise market insights to expand their international presence, as seen with products like the dual-cover electric steamer from Xiaoxiong Electric [11]. - The event highlights the shift of traditional manufacturing companies towards AI and high-tech solutions, exemplified by the introduction of delivery and security robots by Taiyada Industrial Co., Ltd. [10].