2023中国品牌出海排行榜：哪些赛道正在全球市场"闷声发大财"？
24小时在线排名公司数据显示，2023年成为中国品牌全球化进程的关键一年。随着跨境电商平台和本土品牌的集体发力，中国制造正在向"中国品牌"全面升级。
According to data from 24/7 online ranking companies, 2023 has become a pivotal year for the globalization of Chinese brands. With the collective efforts of cross-border e-commerce platforms and local brands, "Made in China" is undergoing a comprehensive upgrade to "Branded in China".
一、出海格局：3C、服饰、汽车领跑
1. Globalization Landscape: 3C, Apparel, and Automotive Lead the Way
根据CBNData首度发布的2023中国品牌出海声量榜，3C电子（32%）、服饰鞋包（18%）、汽车出行（12%）成为社交媒体声量最高的三大品类，合计占比超过60%。
According to the inaugural 2023 China Brand Globalization Influence Ranking released by CBNData, 3C electronics (32%), apparel and accessories (18%), and automotive (12%) emerged as the top three categories with the highest social media presence, collectively accounting for over 60%.
株洲谷歌竞价推广专家分析指出，手机品牌在3C品类中表现尤为突出。小米、OPPO、vivo等全球性品牌与传音控股旗下TECNO、Infinix等区域性品牌形成互补格局。传音系四大品牌在六大海外社交平台运营508个账号，累计粉丝近20亿。
Zhuzhou Google Ads experts highlight the outstanding performance of smartphone brands in the 3C category. Global players like Xiaomi, OPPO, and vivo complement regional brands such as TECNO and Infinix under Transsion Holdings. The four Transsion brands operate 508 accounts across six major international social platforms, amassing nearly 2 billion followers.
二、细分赛道黑马频现
2. Dark Horses Emerge in Niche Sectors
榜单显示，储能品牌Bluetti铂陆帝、热压机品牌HTVRONT、绘画工具品牌Ohuhu等细分领域品牌表现亮眼。这些品牌普遍采用众筹营销打开市场，例如：
The ranking reveals outstanding performances from niche sector brands like energy storage provider Bluetti, heat press machine maker HTVRONT, and art tools brand Ohuhu. These brands commonly employ crowdfunding marketing to penetrate markets, for example:
- HTVRONT全自动热压机在Kickstarter获5000名支持者，首月销售额破百万美元
- Bluetti在Indiegogo创下1219万美元众筹纪录
- HTVRONT's automatic heat press attracted 5,000 backers on Kickstarter, exceeding $1 million in first-month sales
- Bluetti set a crowdfunding record of $12.19 million on Indiegogo
三、茶饮品牌加速海外布局
3. Beverage Brands Accelerate Global Expansion
蜜雪冰城海外门店一年增长近3000家，总数达4000家。霸王茶姬、CoCo都可等品牌也加快出海步伐。东南亚成为茶饮品牌主要战场，相关社交账号数量是欧洲地区的3倍。
Mixue Bingcheng expanded its overseas stores by nearly 3,000 within a year, reaching 4,000 total locations. Brands like Chagee and CoCo Fresh Tea & Juice are also accelerating globalization. Southeast Asia has become the primary battleground, with related social media accounts triple those in Europe.
四、营销策略进化
4. Evolution of Marketing Strategies
中国品牌出海营销呈现三大趋势：
Chinese brands exhibit three major trends in global marketing:
- 本土化运营：江淮汽车通过"JAC Day"在不同市场开展定制化活动
- 文化输出：比亚迪定期分享碳中和进展数据
- 私域建设：HTVRONT建立4万人垂直社群
- Localized operations: JAC Motors conducts customized "JAC Day" events across markets
- Cultural export: BYD regularly shares carbon neutrality progress data
- Private community building: HTVRONT established vertical communities with 40,000 members
随着中国品牌全球化进入新阶段，那些能够精准把握细分市场需求、创新营销方式的品牌，正在全球市场实现弯道超车。从"产品出海"到"品牌出海"，中国企业的全球化故事才刚刚开始。
As Chinese brands enter a new phase of globalization, those accurately capturing niche market demands and innovating marketing approaches are achieving overtaking in global markets. The transition from "product globalization" to "brand globalization" marks just the beginning of Chinese enterprises' global narrative.