Core Insights - The rising cost structure for outbound consumer brands is significantly impacting their operations, with Google Ads CPC increasing by 10% and Meta CPL soaring by 20% year-on-year, indicating a shift from a growth model reliant on spending to one focused on brand value [1][2] - The "2025 MeetBrands Top 50" list reflects a structural upgrade in the outbound industry, with brands evolving not just through competition but also due to changing market rules [2] Group 1: Brand Evolution - Sixteen brands have graduated to become benchmarks, achieving annual overseas revenues of $500 million, global presence in over ten countries, and establishing themselves as category leaders [4] - The new entrants on the list are characterized as "category leaders," with revenues transitioning from millions to billions, emphasizing technology and scenario positioning over low-quality traffic competition [6] Group 2: Regional Dynamics - The Pearl River Delta remains the engine of outbound brands, contributing 62% of the listed brands, while the Yangtze River Delta has become a hub for brand operations, accounting for 26% of the list [8] - The industry is moving from isolated breakthroughs to regional collaboration, forming a more resilient ecosystem [8] Group 3: Hidden Barriers to Growth - Many mid-tier outbound brands face hidden capability barriers that hinder growth, such as over-reliance on low prices and traffic, lack of localized narratives, and disconnection between digital investments and business operations [10] - Overcoming these barriers is essential for brands to evolve from growth phases to becoming new leaders [10] Group 4: D-MES Model and Brand Capabilities - The D-MES model has been upgraded to better assess brands' long-term effectiveness, focusing on digital capabilities, consumer influence, product innovation, and commercial conversion [11][14] - Digital capabilities are crucial, with brands leveraging AI and digital tools to enhance decision-making and operational efficiency [15] Group 5: Consumer Trust and Localization - Brands must address the "high awareness, low trust" gap by deeply localizing their narratives and aligning with consumer values [17] - Successful examples include TESSAN, which tailored its messaging to different cultural preferences, enhancing local consumer engagement [17] Group 6: Product Innovation - The focus on product innovation should shift from merely competing on specifications to solving real consumer pain points through data-driven insights [19] - Brands like Rest have successfully identified and addressed specific consumer needs, leading to significant premium pricing and increased repurchase rates [19] Group 7: Commercial Conversion and Market Expansion - The emphasis on commercial conversion has shifted towards multi-regional expansion and omnichannel operations, with brands increasingly establishing independent online platforms and entering offline channels [21][22] - Emerging markets are becoming significant growth areas, with brands diversifying their strategies to tap into regions like Latin America, the Middle East, and Southeast Asia [22] Group 8: Long-term Strategy and Brand Resilience - The future of outbound brands is focused on stability and precision rather than speed, emphasizing profit margins and customer loyalty over rapid growth [24] - Brands are encouraged to enhance their operational efficiency and consumer experience to navigate the complexities of the market [26][28]

过去一年，出海消费品牌感受最深的，莫过于成本结构"真金白银"式的上升。 由飞书深诺集团旗下专注于电商与品牌出海的专业营销服务子品牌—飞书点跃BeyondClick携手益普索发布的《2025 MeetBrands中国出海新锐消费品牌榜 单报告》显示，Google Ads 单次点击成本（CPC）同比上涨10%，Meta单条线索成本（CPL）飙升20% 。那个"只要砸钱投放就能换来增长"的逻辑正在失 效，用户的每一次点击，都是在直接质问并索取品牌价值。 飞书点跃BeyondClick依托超10年全球投放数据沉淀，结合自身全链路营销能力与跨区域运营经验，敏锐地发现出海品牌的生存逻辑正从依赖外部红利转 向构建内部的系统性能力。在报告所发布的"2025 MeetBrands 中国出海新锐消费品牌50强"榜单中，我们观察到在残酷筛选中幸存并成功"进化"的新锐出 海消费品牌，虽然背景各异，但在策略和思考上呈现出诸多共性，这或许正构成了帮助中国出海品牌穿越周期的"坐标系"。 首先值得关注的是16家"毕业品牌"，包括CATLINK、TORRAS等品牌完成了从"新锐"到"标杆"的跃迁。飞书点跃BeyondClick在盘点这些头部品 ...