据中国海关总署统计，2025年中国同中亚五国贸易额超过1000亿美元，连续5年保持正增长，中国 首次跃居中亚各国第一大贸易伙伴，中亚占中国外贸的比重进一步上升，双方贸易结构不断优化。在全 球经济增长乏力、国际贸易体系遭受冲击背景下，中国—中亚经贸合作何以逆势前行？"中国方 案"与"中国市场"为何成为中亚国家经贸发展的独特选择？面向未来，中国—中亚经贸合作将迎来哪些 新契机？ 政治互信、战略需求互补构成双方经贸关系的韧性基础 新春将近，在浙江义乌西铁路货场，卡车来回穿梭，一片忙碌。机械设备、日用百货、五金家 电……无数"Made in Yiwu"的产品在这里完成最后的集结，它们被装入集装箱，此行的目的地是中亚五 国。这批货物里，就有浙江诗美逸化妆用具有限公司（以下简称"诗美逸"）向中亚五国出口的粉扑、化 妆刷等美妆用具。诗美逸创始人孙敏向人民日报记者介绍，每年中亚业务为她带来数百万销售额，中亚 地区稳定的销量和回头客让她越来越坚信这块市场的基本盘。在她身后，又一列满载的班列正缓缓驶出 货场，鸣笛声洪亮悠长，载着她的美妆用具，也载着无数义乌商人对新一年丝路贸易的期待，一路西 行。 浙江省金华市金东区华东国际联运港 ...

"中国—中亚贸易往来愈发热络，是中国完整供应链优势与中亚新兴市场需求之间最直接、最灵活 的对接表现。"中国国务院发展研究中心欧亚社会发展研究所副所长许涛分析，在全球经济增长乏力、 国际贸易体系遭受严重冲击的背景下，中国与中亚之间的政治互信、战略需求互补不仅促成了两国间的 基础设施、能源等大型项目合作，还促成双方形成了基于市场自发的、毛细血管般的贸易网络。这共同 构成了双方经贸关系的韧性基础。 目前，中国与中亚国家实现了全面战略伙伴关系全覆盖、双边层面践行人类命运共同体全覆盖、签 署共建"一带一路"合作文件全覆盖。"高层引领的深厚政治互信为大型战略性项目和长期经贸往来提供 了稳定的制度预期和保障，这是合作得以深化的前提。"许涛说，另一方面，双方的经济发展阶段形成 了深度互补。中亚各国普遍将基础设施现代化、产业升级和绿色能源作为国家转型的优先方向，而中国 在相关领域拥有成熟、高效且具备成本优势的完整产业链与解决方案，这种供需的精准匹配催生了强大 的内生动力。 中国方案契合中亚各国追求自主、可持续发展的愿望 中亚自古以来就是东西方文明交流的十字路口，也是重要的交通枢纽和能源供应走廊。近年来，全 球主要大国和国家集团 ...

作为"世界小商品之都"，义乌是中国产品进入中亚市场的重要集散地。义乌西铁路货场的繁忙，正是中 国与中亚经贸关系蓬勃发展的一个缩影。数据显示，2025年，中国对中亚出口712亿美元，同比增长 11%，机电和高新技术产品增长强劲，"新三样"产品市场份额稳步扩大；中国自中亚进口351亿美元， 同比增长14%，化工、钢材、农产品等非资源类产品种类进一步丰富。 "中国—中亚贸易往来愈发热络，是中国完整供应链优势与中亚新兴市场需求之间最直接、最灵活的对 接表现。"中国国务院发展研究中心欧亚社会发展研究所副所长许涛分析，在全球经济增长乏力、国际 贸易体系遭受严重冲击的背景下，中国与中亚之间的政治互信、战略需求互补不仅促成了两国间的基础 设施、能源等大型项目合作，还促成双方形成了基于市场自发的、毛细血管般的贸易网络。这共同构成 了双方经贸关系的韧性基础。 目前，中国与中亚国家实现了全面战略伙伴关系全覆盖、双边层面践行人类命运共同体全覆盖、签署共 建"一带一路"合作文件全覆盖。"高层引领的深厚政治互信为大型战略性项目和长期经贸往来提供了稳 定的制度预期和保障，这是合作得以深化的前提。"许涛说，另一方面，双方的经济发展阶段形成了 ...

据中国海关总署统计，2025年中国同中亚五国贸易额超过1000亿美元，连续5年保持正增长，中国首次 跃居中亚各国第一大贸易伙伴，中亚占中国外贸的比重进一步上升，双方贸易结构不断优化。在全球经 济增长乏力、国际贸易体系遭受冲击背景下，中国—中亚经贸合作何以逆势前行？"中国方案"与"中国 市场"为何成为中亚国家经贸发展的独特选择？面向未来，中国—中亚经贸合作将迎来哪些新契机？ 政治互信、战略需求互补构成双方经贸关系的韧性基础 新春将近，在浙江义乌西铁路货场，卡车来回穿梭，一片忙碌。机械设备、日用百货、五金家电……无 数"Made in Yiwu"的产品在这里完成最后的集结，它们被装入集装箱，此行的目的地是中亚五国。这批 货物里，就有浙江诗美逸化妆用具有限公司(以下简称"诗美逸")向中亚五国出口的粉扑、化妆刷等美妆 用具。诗美逸创始人孙敏向本报记者介绍，每年中亚业务为她带来数百万销售额，中亚地区稳定的销量 和回头客让她越来越坚信这块市场的基本盘。在她身后，又一列满载的班列正缓缓驶出货场，鸣笛声洪 亮悠长，载着她的美妆用具，也载着无数义乌商人对新一年丝路贸易的期待，一路西行。 作为"世界小商品之都"，义乌是中国产品进 ...

Core Insights - The current period is identified as the "best window" for Chinese beauty brands to expand overseas, supported by a growing global beauty market projected to reach $446.43 billion by 2025 and $1.2 trillion by 2030 [1][23] - Southeast Asia, particularly Vietnam, is highlighted as a key growth market for Chinese beauty brands due to its large population and high acceptance of Chinese products [1][2] Market Dynamics - Southeast Asia has a population of 670 million, with 65% aged between 18-35, and 78% acceptance of high-quality domestic products [1] - Brands like Colorkey, Han Shu, and Judy Doll have successfully penetrated the Vietnamese market, achieving significant sales milestones on platforms like TikTok [1][2][3] Competitive Landscape - The initial market entry strategy for many Chinese beauty brands relied on single product "hit" strategies, but the focus is shifting towards brand building and comprehensive market strategies [4][9] - There is a notable challenge in brand recognition, with Chinese brands still categorized as "others" in consumer perception compared to established Western and Korean brands [4][5] Brand Strategy - Successful brands are now prioritizing product quality and brand identity over low-cost strategies, with a focus on R&D and efficient operations [5][10] - Localized teams and tailored marketing strategies are essential for effective brand positioning in overseas markets [10][12] Content and E-commerce Integration - The rise of content-driven e-commerce platforms like TikTok is reshaping how beauty brands engage with consumers, allowing for lower-cost market entry and effective brand building [17][19] - Brands are leveraging TikTok for both product promotion and brand identity establishment, utilizing influencer marketing and user-generated content [11][21] Future Outlook - As competition intensifies in high-end markets like Japan and the U.S., collaboration among Chinese beauty brands is encouraged to enhance market presence and consumer trust [22][23] - The current global landscape presents a unique opportunity for Chinese beauty brands to capitalize on their supply chain strengths and adapt content for global markets [23]

Core Insights - The Southeast Asian beauty market is emerging as a "blue ocean" for Chinese brands, driven by a population of 670 million and over 40% e-commerce penetration, as domestic markets face saturation [1][24] - The market is expected to grow from $22 billion in 2024 to between $31 billion and $36 billion by 2030, with Indonesia, Vietnam, and Thailand contributing nearly 70% of the market share [1][2] Market Size and Growth - The Southeast Asian beauty industry is in a rapid expansion phase, with Indonesia holding the largest market share at 35.7%, followed by Vietnam and Thailand [1][2] - Indonesia is recognized as the largest halal beauty center globally, while Vietnam is becoming a hub for live commerce, and Thailand dominates the efficacy skincare segment [1][2] Online and Offline Channels - The online beauty market in Southeast Asia reached approximately 141.79 billion yuan in the past 11 months, with Shopee capturing 63.9% of the market share [2][3] - TikTok is emerging as a unique platform where content drives sales, with brands achieving significant conversion rates through creative marketing strategies [2][3] Localization Strategies - Successful market entry requires a deep understanding of local cultures, preferences, and needs, moving beyond a one-size-fits-all approach [4][5] - Brands like Fan Beauty Diary and Veenona have successfully established themselves in local markets by leveraging trusted retail channels and adapting products to meet local demands [3][4] Future Outlook - The integration of online and offline strategies is essential for sustained growth, with brands encouraged to test markets through platforms like TikTok and Shopee before scaling [4][5] - Long-term success will depend on creating culturally resonant content and building emotional connections with consumers, rather than relying solely on traffic acquisition [4][5]