中国品牌日观察：小家电与服饰行业从产能出海迈向品牌出海
5月10日至14日，第八届中国品牌日在上海世博展览馆盛大举行。本届活动延续"中国品牌，世界共享"主题，集中展示了正在走向全球市场的中国品牌力量。红星资本局注意到，小家电和服装纺织行业正经历从"中国制造"到"中国品牌"的战略转型。
From May 10th to 14th, the 8th China Brand Day was grandly held at the Shanghai World Expo Exhibition Hall. Continuing the theme of "Chinese Brands, Shared by the World", this year's event showcased the growing global influence of Chinese brands. Red Star Capital Bureau observed that the small appliances and apparel industries are undergoing a strategic transformation from "Made in China" to "Branded by China".
01 小家电出海：技术创新驱动品牌升级
01 Small Appliances Going Global: Tech Innovation Powers Brand Upgrade
近年来，以添可、小熊电器为代表的国产小家电品牌通过创新品类和技术成功打开海外市场。2023年小熊电器海外营收达3.7亿元，同比增长105.66%。公司表示已建立专业海外团队，针对不同市场制定差异化策略。
In recent years, domestic small appliance brands like Tineco and Bear Electric have successfully expanded overseas with innovative product categories and technologies. In 2023, Bear Electric achieved overseas revenue of 370 million yuan, a year-on-year increase of 105.66%. The company has established specialized international teams to develop market-specific strategies.
添可洗地机在2023年亚马逊Prime Day期间，北美和欧洲销售额分别增长54%和120%。公司针对不同市场开发定制产品，如美国市场的地毯清洗机和欧洲的吐司机。
Tineco's floor cleaners saw sales increase by 54% in North America and 120% in Europe during Amazon Prime Day 2023. The company develops customized products for different markets, such as carpet cleaners for the U.S. and toasters for Europe.
02 服饰品牌出海：设计研发提升国际形象
02 Apparel Brands Going Global: Design and R&D Enhance International Profile
服装行业同样迎来品牌出海浪潮。李宁2023年海外收入增长16.6%，波司登通过升级伦敦旗舰店和国际时装周亮相提升品牌定位。波司登董事局主席高德康表示："中国企业正通过产品品质和研发设计改变全球消费者的认知。"
The apparel industry is also experiencing a brand globalization wave. Li-Ning achieved 16.6% overseas revenue growth in 2023, while Bosideng elevated its brand positioning through upgraded London flagship stores and appearances at international fashion weeks. Bosideng Chairman Gao Dekang stated: "Chinese companies are changing global consumer perceptions through product quality and design innovation."
拥有87年历史的三枪内衣品牌积极开拓跨境电商渠道，已在亚马逊美国站、TEMU等平台开设店铺，并计划输出"设计更时尚、制作更精良"的新国货。
The 87-year-old Three Gun underwear brand is actively expanding cross-border e-commerce channels, having established stores on Amazon US and TEMU, with plans to export "more fashionable and better-crafted" new Chinese products.
迅驰时尚创始人方涛指出："中国设计师和品牌在专业能力和审美水平上的提升，为国际化提供了坚实基础。"
Fashion Forward founder Fang Tao noted: "The improvement in professional capabilities and aesthetic standards of Chinese designers and brands provides a solid foundation for internationalization."
