2024全球化新锐品牌数字营销峰会：品牌出海构建向上生长之道
在全球经济结构调整的新周期里，出海已成为中国企业的"必选项"。无论是先立足国内再拓展海外市场的企业，还是直接以海外为起点的企业，从全球市场寻求新增长都是未来多年必须抓住的时代机遇。
In the new cycle of global economic restructuring, overseas expansion has become a "must" for Chinese enterprises. Whether for companies expanding abroad after establishing domestic presence or those starting directly overseas, seeking new growth from the global market is an era-defining opportunity that must be seized in the coming years.
01 向上生长——出海品牌需要"新竞争力"
01 Upward Growth - Overseas Brands Need "New Competitiveness"
益普索中国区B2B研究院院长陈芳指出，品牌出海的下半场面临两大挑战：解决文化冲突和建立持久的"信任感"。同时，ESG评价可能成为品牌出海的瓶颈。
Ipsos China B2B Research Institute Dean Chen Fang noted that the second half of brand globalization faces two major challenges: resolving cultural conflicts and establishing lasting "trust". Meanwhile, ESG evaluations may become a bottleneck for overseas brand expansion.
飞书深诺集团创始人沈晨岗分析了品牌国际化的三个阶段：
- 第一阶段：生产能力+电商销售能力
- 第二阶段：产品研发能力+品牌传播能力
- 第三阶段：全球经营能力+数字化运营能力
Meet Group Founder Shen Chengang analyzed three stages of brand internationalization:
- Stage 1: Production capacity + e-commerce sales capability
- Stage 2: Product R&D capability + brand communication capability
- Stage 3: Global operation capability + digital operation capability
02 品类突围——从产品表达到品牌表达
02 Category Breakthrough - From Product Expression to Brand Expression
里斯咨询何松松提出中国企业面临两大战略机会：
- 消费观念迭代带来的新品类机会
- 中国成为全球最大经济体带来的全球性"中国"新品类机会
Ries Consulting's He Songsong proposed two strategic opportunities for Chinese companies:
- New category opportunities from evolving consumption concepts
- Global "Chinese" new category opportunities as China becomes the world's largest economy
影石Insta360联合创始人陈永强分享了通过"用户共创"塑造品牌的成功案例：英格兰老爷爷穿着蜜蜂服用全景相机拍摄的视频获得8.6亿全球播放量。
Insta360 Co-founder Chen Yongqiang shared successful cases of brand building through "user co-creation": An English grandfather's bee-costume video shot with panoramic camera gained 860 million global views.
03 营销创新——数智化驱动品效双赢
03 Marketing Innovation - Digital Intelligence Drives Dual Wins in Branding and Performance
亚马逊广告张翰文指出跨境品牌三阶段营销目标：
| 阶段 | 目标 |
|---|---|
| 产品出海 | 存量 |
| 流量出海 | 扩量 |
| 文化出海 | 破圈 |
Amazon Ads' Zhang Hanwen outlined three-stage marketing goals for cross-border brands:
| Stage | Goal |
|---|---|
| Product globalization | Existing customers |
| Traffic globalization | Volume expansion |
| Cultural globalization | Breaking boundaries |
TikTok Shop朱雅楠强调"内容+货架"双驱动的电商模式："要把精力放在拍出好视频、好内容上"。
TikTok Shop's Zhu Ya'nan emphasized the "content + shelf" dual-driven e-commerce model: "Focus energy on creating great videos and content".
总结：2024年品牌出海需要构建产品力+品牌力+数智力的三重竞争力，通过品类创新和营销创新实现全球化突破。
Conclusion: In 2024, overseas brand expansion requires building triple competitiveness in product power + brand power + digital intelligence, achieving global breakthroughs through category innovation and marketing innovation.
