品牌出海2025：中国企业的全球化机遇与挑战

品牌出海2025：中国企业的全球化机遇与挑战

Brand Globalization 2025: Opportunities and Challenges for Chinese Companies Going Global

整理：洋紫 | 嘉宾：王敏君（CATLINK市场首席官CMO）、陈万里（Olayks.立时事业合伙人）、李晓文（盛祺创新副董事长）、Justin Jia（yoose有色海外部负责人）

在品牌全球化行业论坛上，多位嘉宾围绕《品牌出海2025，办法总比困难多》的主题，结合自身的从业经历，进行了深入探讨。尽管海外市场变得越来越复杂，出海的难度也在升级。但一个明显的趋势是，品牌出海的势头越发猛烈，出海的办法也比遇到的困难更多。

At the brand globalization industry forum, multiple guests discussed the theme "Brand Globalization 2025: More Solutions Than Challenges" based on their professional experiences. Although overseas markets are becoming increasingly complex and the difficulty of going global is rising, a clear trend is emerging: the momentum of brand globalization is growing stronger, and there are more solutions than challenges.

一、外卷：去中国人少的地方 | Going Global: Targeting Markets with Fewer Chinese Competitors

李晓文分享了他们在拉美市场的经验："过去两三年来，生态成熟、物流配套、清关、服务商等部分的辅助生态，开始趋于成熟。因此，从去年下半年及今年开年之后，有大量的中小型卖家以及非常有量级的卖家涌进来，导致整个市场出现内卷，但还是有机会的。"

Li Xiaowen shared their experience in the Latin American market: "Over the past two to three years, the supporting ecosystem including logistics, customs clearance, and service providers has matured. As a result, since the second half of last year and the beginning of this year, a large number of small and medium-sized sellers as well as major players have entered the market, leading to intense competition, but opportunities still exist."

陈万里提出了一个有趣的观点："我觉得出海，核心还是要找到属于自己的红利，最好要远离中国人。有句话说，离中国人越远的地方，越挣钱。"

Chen Wanli proposed an interesting perspective: "I think the key to going global is to find your own advantages, preferably by staying away from Chinese competitors. As the saying goes, the farther you are from Chinese businesses, the more money you can make."

二、品牌塑造不是零和博弈 | Brand Building is Not a Zero-Sum Game

陈万里表示："我认可这个观点，但我觉得其实不缺机会，包括我们今天分享的很多嘉宾，其实都能在所谓的红海里找到属于自己的蓝海。我觉得市场总是有机会的，只是看你怎么更好地找到市场中用户需求的变化。"

Chen Wanli stated: "I agree with this view, but I believe opportunities are never lacking. Many of the guests sharing today have found their own blue ocean in what appears to be a red ocean. I think there are always opportunities in the market; it's just about how you better identify changes in user needs."

Justin Jia分享了有色品牌的策略："我们在做有色的时候，初衷就是做品牌，这个品牌首先是产品。刚刚讲了，我们做最垂直的、外观最大的差异化。在整个市场上也好，在亚马逊上也好，外观差异是最能吸引消费者的最简单、直接的方式。"

Justin Jia shared the strategy of the yoose brand: "When we created yoose, our original intention was to build a brand, and the foundation of this brand is the product. As mentioned, we focus on the most vertical segments with the greatest differentiation in appearance. Whether in the overall market or on Amazon, visual differentiation is the simplest and most direct way to attract consumers."

三、2025年：期待总比挑战多 | 2025: More Expectations Than Challenges

Justin Jia对未来充满信心："我感觉对于做品牌的人来讲，后面的希望会越来越大的。中国很多的品牌和卖家，能够讲好自己的品牌故事，把中国的品牌用本土化的语言和视角去呈现，这是需要时间、需要成长的一条道路。"

Justin Jia is optimistic about the future: "I feel that for brand builders, the prospects will only get better. Many Chinese brands and sellers can tell their brand stories well and present Chinese brands in localized languages and perspectives. This is a path that requires time and growth."

陈万里总结道："我的微信签名有一句话叫'缓慢而坚定'，翻译过来，我觉得就是做难而正确的事情。所以2025年我自己的期待就是继续做难而正确的事情。"

Chen Wanli concluded: "My WeChat signature says 'Slow but Steady,' which I think translates to doing difficult but right things. So my expectation for 2025 is to continue doing difficult but right things."

王敏君分享了CATLINK的策略："品牌做到最好的核心是产品化、渠道化和品牌化。我把私域理解为渠道化，这两个点，肯定是重点需要深耕的，因为品牌的这个点，大预算有大预算的做法，小预算有小预算的做法。"

Wang Minjun shared CATLINK's strategy: "The core of building the best brand lies in productization, channelization, and branding. I consider private domains as channelization, and these two aspects are definitely key areas to focus on because branding can be approached differently depending on the budget size."

面对陌生的海外市场，大家都会存在不同发展阶段的不同困惑，但中国品牌出海的势头不可阻挡。正如嘉宾们所言："办法总比困难多"。

Facing unfamiliar overseas markets, everyone encounters different challenges at various stages of development, but the momentum of Chinese brands going global is unstoppable. As the guests said: "There are always more solutions than challenges."