中国品牌日观察：国货小家电与服饰如何实现从"产能出海"到"品牌出海"的战略升级
中国品牌日观察：国货小家电与服饰如何实现从"产能出海"到"品牌出海"的战略升级
China Brand Day Insights: How Domestic Appliances and Apparel Achieve Strategic Upgrade from "Production Export" to "Brand Globalization"
5月10-14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，集中展示了一批成功走向国际市场的中国品牌。
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", the event showcased a group of Chinese brands that have successfully entered the international market.
红星资本局注意到，小家电和服装纺织行业正经历从传统代工出口向自主品牌出海的战略转型，国货品牌在欧美日韩等成熟市场获得显著增长。
Red Star Capital Bureau observed that the small household appliances and apparel textile industries are undergoing a strategic transformation from traditional OEM exports to independent brand globalization, with domestic brands achieving significant growth in mature markets such as Europe, America, Japan and South Korea.
01 小家电出海：技术创新驱动品牌升级
01 Small Appliances Going Global: Technological Innovation Drives Brand Upgrade
以添可、小熊电器为代表的国货小家电品牌通过创新品类和技术突破打开国际市场：
Represented by brands like Tineco and Bear Appliances, domestic small appliance brands are entering international markets through innovative categories and technological breakthroughs:
- 小熊电器2023年海外营收3.7亿元，同比增长105.66%
- Bear Appliances achieved overseas revenue of 370 million yuan in 2023, a year-on-year increase of 105.66%
- 添可洗地机在亚马逊Prime Day期间北美销售额增长54%，欧洲增长120%
- Tineco's floor cleaners achieved 54% sales growth in North America and 120% in Europe during Amazon Prime Day
"技术创新是核心竞争力"，添可方面表示。该品牌针对不同市场开发差异化产品，如面向美国市场的地毯清洗机和针对欧洲的吐司机。
"Technological innovation is the core competitiveness," Tineco stated. The brand develops differentiated products for different markets, such as carpet cleaners for the US market and toasters for Europe.
02 服饰品牌出海：设计赋能价值提升
02 Apparel Brands Going Global: Design Empowers Value Enhancement
服装行业同样迎来品牌出海浪潮：
The apparel industry is also experiencing a wave of brand globalization:
- 李宁2023年海外收入增长16.6%，2022年增幅达53.9%
- Li Ning's overseas revenue grew by 16.6% in 2023, following a 53.9% increase in 2022
- 波司登品牌价值达885.69亿元，入选"世界品牌500强"
- Bosideng's brand value reached 88.569 billion yuan,入选"World's 500 Most Influential Brands"
波司登集团高德康表示："中国服饰企业正通过产品品质、研发设计改变全球消费者对中国品牌的认知。"
Bosideng Group's Gao Dekang stated: "Chinese apparel companies are changing global consumers' perception of Chinese brands through product quality and design R&D."
拥有86年历史的三枪内衣品牌通过跨境电商和海外实体店双轨并行，已在亚马逊、TEMU等平台开设品牌店铺，并进入越南、比利时等市场。
The 86-year-old Three Gun underwear brand has adopted a dual-track strategy of cross-border e-commerce and physical stores overseas, having established brand stores on platforms like Amazon and TEMU, and entered markets such as Vietnam and Belgium.
03 品牌出海的底层逻辑
03 The Fundamental Logic of Brand Globalization
迅驰时尚首席运营官张诗琪指出："中国设计师和品牌在专业能力、审美水平上的提升，是走向国际的底气。"
Fashion China COO Zhang Shiqi pointed out: "The improvement in professional capabilities and aesthetic standards of Chinese designers and brands is the confidence to go global."
分析认为，国货品牌成功出海的关键在于：
Analysis suggests the keys to successful globalization of domestic brands include:
- 产品创新与技术创新能力
- Product innovation and technological capabilities
- 针对不同市场的本土化策略
- Localization strategies for different markets
- 品牌价值与文化内涵的国际化表达
- International expression of brand value and cultural connotations
随着中国国际影响力提升，更多国货品牌正从"中国制造"向"中国品牌"转型升级，在全球市场实现价值跃升。
With China's growing international influence, more domestic brands are transforming from "Made in China" to "Brand of China", achieving value leap in the global market.
