中国制造品牌高质量出海：打造国际影响力的战略路径
中国制造品牌高质量出海：打造国际影响力的战略路径
China's Manufacturing Brands Go Global with High Quality: Strategic Paths to Build International Influence
2024年政府工作报告明确提出要"加强标准引领和质量支撑，打造更多有国际影响力的中国制造品牌"。这标志着中国制造业正从"世界工厂"向全球价值链高端迈进。
The 2024 Government Work Report clearly stated the need to "strengthen standard leadership and quality support to build more internationally influential Made in China brands." This marks China's manufacturing sector moving from being the "world's factory" to the high end of the global value chain.
中国信息协会常务理事朱克力指出："打造国际品牌意味着提升本土品牌的全球竞争力，展示中国制造业的实力与创新能力。这需要政府、企业和社会的共同努力。"
Zhu Keli, Executive Director of China Information Association, noted: "Building international brands means enhancing the global competitiveness of domestic brands and demonstrating the strength and innovation capability of China's manufacturing sector. This requires joint efforts from the government, enterprises and society."
中国企业出海的四大关键策略
Four Key Strategies for Chinese Companies Going Global
- 品质至上 - 提升产品质量和性能，满足国际市场需求
- 品牌建设 - 加强品牌推广，提升知名度和美誉度
- 本土化运营 - 深入了解目标市场文化、消费习惯和法规
- 国际合作 - 提升全球资源配置能力
TTD中国区业务开发总监吴昱霖表示："88%的中国CMO正在思考如何走出短期唯效果论，加码品牌长期建设。品牌力是企业高质量出海的关键。"
Wu Yulin, China Business Development Director of TTD, said: "88% of Chinese CMOs are considering how to move beyond short-term effect theory and increase long-term brand building. Brand power is key to high-quality global expansion."
品牌建设的"内外兼修"之道
The "Internal and External Cultivation" Approach to Brand Building
内部建设：塑造品牌意义和差异化，建立与消费者的情感链接。TTD报告显示，76%的消费者更青睐价值观明确的品牌。
Internal Building: Shape brand meaning and differentiation, and establish emotional connections with consumers. TTD's report shows that 76% of consumers prefer brands with clear values.
外部营销：选择正确的广告渠道。数据显示，开放的互联网广告市场占据海外消费者近2/3的线上时间。
External Marketing: Choose the right advertising channels. Data shows that the open internet advertising market occupies nearly two-thirds of overseas consumers' online time.
全国政协委员洪杰强调："要讲好中国品牌文化故事，丰富品牌文化内涵，提升国际市场地位。"
Hong Jie, member of the National Committee of the Chinese People's Political Consultative Conference, emphasized: "We need to tell good Chinese brand culture stories, enrich brand cultural connotations, and enhance international market position."
尽管面临贸易保护主义、文化差异等挑战，但70%的海外消费者对中国品牌持开放态度，中国制造品牌出海前景广阔。
Despite challenges such as trade protectionism and cultural differences, 70% of overseas consumers are open to Chinese brands, indicating broad prospects for the global expansion of Made in China brands.
