保温杯出口高速增长：中国代工企业如何突破品牌困境？

保温杯出口高速增长：中国代工企业如何突破品牌困境？

China's Thermos Export Boom: How OEMs Can Break Through Branding Barriers?

19世纪末，世界上第一个保温杯在英国诞生，而如今浙江金华市隐匿着全球最大的保温杯产业带。数据显示，中国保温杯的年产量达到8亿只，六成以上贴牌出口。

In the late 19th century, the world's first thermos was born in the UK. Today, China's Zhejiang Jinhua hosts the world's largest thermos manufacturing cluster, producing 800 million units annually with over 60% being OEM exports.

01 出口代工厂业绩翻倍/OEM Factories See Doubled Profits

根据海关总署数据，今年前8个月我国保温杯出口额同比增长50.08%，其中美国市场增长57.3%。头部企业哈尔斯净利润同比增长106.69%。

Customs data shows thermos exports grew 50.08% YoY in the first 8 months, with US market up 57.3%. Leading OEM Haers saw 106.69% net profit growth.

02 品牌困境与转型尝试/Branding Challenges and Transformation

尽管出口增长迅猛，中国保温杯企业仍面临"代工困境"。哈尔斯自主品牌SIGG和嘉益股份的ONE2Go仍处于品牌建设初期。

Despite export growth, Chinese manufacturers face "OEM dilemma". Haers' SIGG and Jiany's ONE2Go brands remain in early development stages.

03 海外市场机遇/Overseas Market Opportunities

美国市场保温杯主要用于保冷场景：办公、通勤、户外运动和校园。户外运动需求成为主要增长点。

US consumers mainly use thermoses for cold retention in offices, commutes, outdoor activities and campuses. Outdoor demand drives market growth.

04 产业带优势/Industrial Cluster Advantages

浙江金华永康地区占据全国60%产量和80%出口量，完善的五金产业链为保温杯制造提供支撑。

Yongkang in Jinhua accounts for 60% domestic output and 80% exports, supported by complete hardware supply chains.

05 转型路径建议/Transformation Strategies

专家建议企业从细分市场切入，如户外运动水壶，并通过社交媒体建立品牌认知。

Experts recommend targeting niche markets like outdoor sports bottles and building brand awareness through social media.

结语/Conclusion: 9月保温杯出口环比增长19.01%，显示行业持续景气。但品牌建设需要长期投入和差异化策略。

September exports rose 19.01% MoM, showing sustained growth. However, branding requires long-term investment and differentiation strategies.