跨境出海丨市场观察 本周看点： -长视频出海：中国平台与Netflix的东南亚激战； -从"中国造"到"全球跑"，新能源重卡新势力为何率先出海抢滩？ -2025年中国家居出海：新兴市场需谨慎探索，北美市场仍是首选。 行业环境 1.长视频出海：中国平台与Netflix的东南亚激战 关键词 ： 长视频,出海,东南亚,流媒体市场,本土化 概要 ： 东南亚流媒体市场竞争加剧，预计2030年市场规模将达68亿美元。中国平台（如爱奇 艺、WeTV、优酷）通过差异化策略挑战Netflix：爱奇艺主打高预算本土原创内容与灵活订阅 模式；WeTV聚焦偶像养成，增强用户粘性；优酷输出成熟综艺模式。中国平台凭借低价订 阅、深度本土化及本地支付优势抢占市场，尤其在泰国份额超40%。Netflix则依靠全球品牌、 高制作预算（如《鱿鱼游戏》）维持竞争力。新兴的短剧成为关键变量，中国平台快速布局低 成本高回报内容，而Netflix谨慎跟进。未来竞争将围绕生态与模式创新展开，短剧或成中国平 台弯道超车的机会。 2.从"中国造"到"全球跑"，新能源重卡新势力为何率先出海抢滩 关键词 ： 新能源重卡,海外市场,竞争压力,技术突破,环保意识 4 ...

Core Viewpoint - The strategic partnership between Easy Point Tianxia Network Technology Co., Ltd. and Tencent Cloud aims to leverage global ecological resources to support the globalization of Chinese enterprises, particularly in the context of the digital economy and AI advancements [1][3]. Group 1: Strategic Partnership - Easy Point Tianxia and Tencent Cloud signed a strategic cooperation agreement to expand marketing boundaries and assist Chinese enterprises in the global digital wave [1][3]. - The partnership builds on a close relationship established since 2017, focusing on various business areas including gaming, application globalization, and commercialization [3][4]. Group 2: Market Expansion and Success Stories - Easy Point Tianxia has successfully collaborated with WeTV to launch services in multiple countries such as Thailand, Indonesia, Vietnam, and India, utilizing targeted marketing strategies [4]. - The company’s programmatic advertising platform, zMaticoo, has become a global commercialization partner for WeTV, enhancing ad click-through rates and conversion through data-driven tools [4][5]. Group 3: AI and Digital Solutions - In 2024, Easy Point Tianxia launched the "AI+BI+CI" digital solution for overseas expansion, which has been upgraded to the "AI Drive 2.0" smart marketing solution, integrating creative and operational capabilities [5]. - The partnership will focus on enhancing programmatic advertising efficiency through AI technology and building a global commercial ecosystem [5]. Group 4: Future Outlook - The collaboration is positioned to harness AI technology to reshape the global business landscape, with a focus on providing comprehensive support for Chinese enterprises' overseas expansion from digital infrastructure to marketing growth [5].

Group 1 - Chinese companies are emerging in the Southeast Asian video streaming market, with iQIYI planning to launch original content in Thailand and Tencent's idol discovery programs gaining popularity [1][2] - iQIYI's Thailand subsidiary emphasizes that Southeast Asia is their most important market outside of mainland China, focusing on introducing original content and expanding services to countries like Thailand, Indonesia, and Malaysia [1] - Tencent launched its video streaming service WeTV in Southeast Asia in 2019, focusing on original content and planning to produce idol discovery programs featuring local talents starting around 2024 [1] Group 2 - The Southeast Asian video streaming market, while smaller than China and the US, is seen as a new revenue source for Chinese companies, with a growing young population and increasing income levels [2] - According to Dataxis, as of early 2025, American companies dominate the market with nearly 60% market share in Singapore, while Chinese companies have captured about 40% market share in Thailand, surpassing the US [2] - Chinese content and products, exemplified by "Labubu," are gaining popularity in various sectors, including home appliances and electric vehicles, indicating a growing influence of Chinese brands in Southeast Asia [2]

Group 1 - The core viewpoint of the articles highlights the challenges faced by Chinese long-video platforms in expanding into Southeast Asia, particularly with the failure of the dual male lead genre to gain traction [1][3][13] - The long-video industry has struggled to replicate the success of Netflix in Southeast Asia, with platforms like iQIYI and Tencent's WeTV attempting to adopt similar strategies without significant results [3][9][27] - Despite initial optimism, the long-video platforms have not effectively localized their content or identified a clear strategy for the Southeast Asian market, leading to stagnation in growth [13][26][41] Group 2 - Netflix's entry into the Asian market, particularly Japan, was marked by strategic pricing and local partnerships, which allowed it to establish a strong foothold [4][5][7] - The success of Netflix in Japan was attributed to its ability to adapt to local consumer preferences and invest heavily in local content, which has not been mirrored by Chinese platforms in Southeast Asia [28][31][33] - The article suggests that long-video platforms need to explore new strategies beyond mere replication of Netflix's model, focusing on unique content that resonates with local audiences [39][41]

Core Viewpoint - The article discusses the successful international expansion of Chinese content, particularly through the case study of the variety show "Sisters Who Make Waves" in Vietnam, highlighting the importance of localization and cultural relevance in cross-border collaborations [1][2]. Group 1: Success Factors of "Sisters Who Make Waves" in Vietnam - The success of "Sisters Who Make Waves" in Vietnam can be attributed to four main factors: original format, cultural relevance, IP influence, and authentic storytelling [2]. - The Vietnamese adaptation achieved over 20 billion views and topped weekly ratings on VTV, marking a historic achievement in Vietnam's television history [1]. - Local adaptations included the involvement of a popular Vietnamese actress and 58 local stars, enhancing the show's relatability and appeal to Vietnamese audiences [2]. Group 2: Trends in Chinese Content Going Global - The exploration of Chinese content going global began in 2018 with the launch of international versions of platforms like Mango TV, iQIYI, and WeTV, shifting the focus from mere copyright export to a combination of content and platform globalization [3]. - Major strategies employed by platforms include leveraging proprietary content, acquiring local film and television rights, and increasing investment in original local content [3]. - iQIYI emphasizes the need for a deep understanding of local user preferences and tailored content production to successfully penetrate overseas markets [4]. Group 3: Cultural Adaptation Challenges - The article highlights the challenges of cultural differences in content export, emphasizing the need for simple storytelling that incorporates Chinese cultural elements for better understanding by international audiences [5]. - Specific genres, such as fantasy and romance, may require adjustments to make them more relatable to foreign viewers [6]. - The industry is encouraged to adopt a dual approach of inviting international elements into Chinese productions while also promoting Chinese culture abroad through successful formats like "Singer" and "Chinese Restaurant" [6].