中国潮牌海外扩张加速：名创优品、泡泡玛特引领国货出海浪潮
中国品牌正在全球市场掀起一场"粉色风暴"。从越南河内的蜜雪冰城到纽约时代广场的名创优品旗舰店，越来越多的中国"潮品"正在海外市场获得成功。
Chinese brands are creating a "pink storm" in global markets. From Mixue in Hanoi, Vietnam to MINISO's flagship store in New York's Times Square, an increasing number of Chinese trendy products are achieving success overseas.
在越南留学的郑萌欣表示："在异国他乡看到祖国的品牌，感觉特别亲切！"她经常光顾当地的名创优品门店，购买生活用品。这种现象不仅出现在越南，在泰国、日本、美国等国家，中国品牌的门店也如雨后春笋般涌现。
Zheng Mengxin, a student studying in Vietnam, said: "Seeing domestic brands in a foreign country feels particularly heartwarming!" She frequently visits local MINISO stores to purchase daily necessities. This phenomenon is not limited to Vietnam - in countries like Thailand, Japan, and the U.S., Chinese brand stores are springing up like mushrooms.
海外扩张加速
Accelerated Overseas Expansion
2023年，中国品牌海外扩张步伐明显加快：
- 蜜雪冰城：海外11个国家开设约4000家门店
- 名创优品：美国第100家门店开业，海外收入同比增长41%
- 泡泡玛特：全球25个国家拥有430多家线下商店
In 2023, Chinese brands significantly accelerated their overseas expansion:
- Mixue: About 4,000 stores in 11 overseas countries
- MINISO: 100th U.S. store opened, overseas revenue increased 41% year-on-year
- POP MART: Over 430 physical stores in 25 countries worldwide
名创优品集团副总裁刘晓彬表示："我们通过全球旗舰店、国家旗舰店、城市旗舰店三个层次在全球商圈打造'超级门店'。"泡泡玛特则强调本地化策略的重要性："潮玩出海不是简单地复制国内的经验，而是需要深入地本地化探索。"
Liu Xiaobin, Vice President of MINISO Group, stated: "We create 'super stores' in global business districts through three levels: global flagship stores, national flagship stores, and city flagship stores." POP MART emphasized the importance of localization strategies: "Going global with trendy toys isn't simply about replicating domestic experience, but requires in-depth localized exploration."
从"中国制造"到"中国品牌"
From "Made in China" to "Brand China"
北京市社会科学院王鹏指出："新国货品牌能够享受创新创意的溢价，主要原因在于其不断提升的产品品质、设计水平和品牌价值。"这些品牌正在改变海外消费者对中国产品的刻板印象。
Wang Peng from Beijing Academy of Social Sciences pointed out: "New domestic brands can enjoy the premium of innovation and creativity, mainly due to their continuously improving product quality, design level, and brand value." These brands are changing overseas consumers' stereotypes about Chinese products.
泡泡玛特相关负责人表示："我们希望通过产品内在的文化影响，让更多外国人了解中国。"这种文化输出正在通过潮玩、茶饮等日常生活用品潜移默化地进行。
A POP MART representative said: "We hope to help more foreigners understand China through the cultural influence within our products." This kind of cultural export is subtly happening through trendy toys, tea drinks and other daily necessities.
未来展望
Future Outlook
启明创投邝子平认为："中国品牌出海实现了从量变到质变，部分产品在国际舞台上已经有强有力的竞争力。"随着更多中国品牌走向世界，中国文化的全球影响力也将进一步提升。
Duane Kuang from Qiming Venture Partners believes: "Chinese brands going global has achieved a transformation from quantitative to qualitative change, with some products already having strong competitiveness on the international stage." As more Chinese brands go global, the worldwide influence of Chinese culture will further increase.
