品牌出海如何制胜？专家解析大湾区企业全球化供应链战略
品牌出海如何制胜？专家解析大湾区企业全球化供应链战略
How to Win in Global Markets? Experts Decode Supply Chain Strategies for Greater Bay Area Brands
文/羊城晚报全媒体记者 黄婷 莫谨榕
By Huang Ting & Mo Jinrong, Yangcheng Evening News
在全球化浪潮中，粤港澳大湾区企业正从传统产品出口向品牌和供应链出海转型。中欧国际工商学院专家指出，建立"区域化+全球化"的供应网络和数字化能力是制胜关键。
Greater Bay Area enterprises are transitioning from product exports to brand and supply chain globalization. CEIBS experts reveal that building "regional+global" supply networks and digital capabilities are crucial for success.
全球化新趋势：供应链重构
New Global Trend: Supply Chain Restructuring
中欧国际工商学院赵先德教授指出："虽然中国在美国进口份额下降，但在全球贸易占比反而上升1.5%。中国企业需要建立双轨战略：一方面通过跨境电商直接触达消费者，另一方面在'友岸'国家布局产能。"
Professor Zhao Xiande from CEIBS notes: "While China's share in U.S. imports has declined, its global trade share increased by 1.5%. Chinese companies need a dual strategy: direct consumer engagement via cross-border e-commerce, while establishing production in 'friendly shore' countries."
大湾区企业的四大优势
Four Competitive Edges of GBA Enterprises
- 丰富的国际市场经验
- 强大的研发创新能力
- 成熟的全球物流管理
- 领先的数字化基础设施
- Extensive international market experience
- Strong R&D and innovation capabilities
- Mature global logistics management
- Advanced digital infrastructure
供应链数字化转型是关键
Digital Supply Chain Transformation is Vital
赵教授强调："数字化供应链能力是出海企业的硬功夫。大湾区企业应优先建立可复制的数字化管理体系，再扩展海外产能。"
Professor Zhao emphasizes: "Digital supply chain capability is essential. GBA enterprises should first establish replicable digital management systems before expanding overseas production."
专家建议出海企业：
Expert recommendations for global expansion:
- 建立端到端的数字化协同系统
- 平衡集团采购与本地采购
- 提升全球供应链计划能力
- Build end-to-end digital collaboration systems
- Balance corporate and local procurement
- Enhance global supply chain planning
随着RCEP等区域贸易协定深化，大湾区企业凭借产业集群优势和数字化能力，正引领中国品牌出海的新范式。
With the deepening of regional trade agreements like RCEP, GBA enterprises are pioneering new models for Chinese brand globalization through industrial clusters and digital capabilities.
