品牌出海专家支招：大湾区企业如何乘"数"出海更"懂行"
品牌出海专家支招：大湾区企业如何乘"数"出海更"懂行"
Brand Going Global Expert Tips: How Greater Bay Area Enterprises Can Ride the Digital Wave to Go Global More "Know-How"
近年来，越来越多的粤港澳大湾区企业主动融入出海浪潮，从产品出口发展到品牌和供应链"出海"，寻求更广阔的市场和发展机遇。
In recent years, more and more Greater Bay Area enterprises have actively integrated into the wave of going global, developing from product exports to brand and supply chain "going global", seeking broader market and development opportunities.
11月1日，以"中国品牌出海与供应链护航"为主题的中欧国际工商学院EMBA新知讲堂暨供应链创新论坛在穗召开。
On November 1st, the CEIBS EMBA New Knowledge Lecture and Supply Chain Innovation Forum with the theme of "Chinese Brands Going Global with Supply Chain Escort" was held in Guangzhou.
建立"区域化+全球化"的供应能力
Building "Regionalization + Globalization" Supply Capabilities
赵先德教授指出：虽然当前国际形势复杂多变，但全球化的趋势在总量层面依然稳健。
Professor Zhao Xiande pointed out: Although the current international situation is complex and changeable, the trend of globalization remains stable in terms of total volume.
中国企业当前的应对策略主要有两种：
Chinese enterprises currently have two main coping strategies:
- 用品牌出海替代货物出海
- Replace goods going global with brands going global
- 将部分国内产能转移至欧美的"友岸"和"近岸"区位
- Transfer part of domestic production capacity to "friend-shoring" and "near-shoring" locations in Europe and America
供应链能力是支持企业出海的硬功夫
Supply Chain Capability is the Hard Skill to Support Enterprises Going Global
现代供应链管理就是要以客户需求为导向，以提高质量和效率为目标，以整合资源为手段，实现产品设计、采购、生产、销售、服务等全过程高效协同。
Modern supply chain management is to be customer demand-oriented, with the goal of improving quality and efficiency, and the means of integrating resources, to achieve efficient collaboration in the whole process of product design, procurement, production, sales, and service.
实现这些的基础是数字化。企业需要借助数字化工具和数据分析能力，把不同国家和地区、不同供应链节点的活动协同起来。
The foundation for achieving these is digitalization. Enterprises need to use digital tools and data analysis capabilities to coordinate activities in different countries and regions and different supply chain nodes.
大湾区企业的独特优势
Unique Advantages of Greater Bay Area Enterprises
- 历史悠久的对外开放窗口
- Long history as an open window to the outside world
- 重视产品创新、工艺流程创新
- Emphasis on product innovation and process innovation
- 积累全球物流及贸易流程管理经验
- Accumulated experience in global logistics and trade process management
- 科技创新、人才集聚优势明显
- Obvious advantages in technological innovation and talent gathering
大湾区供应链的数字化程度比较高，有很多的跨境电商平台，能更方便地触达海外消费者。
The digitalization level of the Greater Bay Area's supply chain is relatively high, with many cross-border e-commerce platforms, making it easier to reach overseas consumers.
