2024国潮品牌出海战略：东南亚市场成新消费品牌出海桥头堡
随着国内市场竞争加剧，"出海"已成为中国新消费品牌寻求第二增长曲线的战略选择。 南方都市报联合广东连锁经营协会等机构发布的《2024高品质消费品牌趋势报告》显示，东南亚市场正成为国潮品牌出海的首选目的地。
With intensifying domestic market competition, "going global" has become a strategic choice for Chinese new consumer brands seeking a second growth curve. The "2024 High-Quality Consumer Brand Trend Report" jointly released by Southern Metropolis Daily and Guangdong Chain Operation Association shows that Southeast Asia is becoming the preferred destination for Chinese brand globalization.
趋势1：东南亚市场成为出海桥头堡
Trend 1: Southeast Asia Emerges as Key Gateway Market
潮玩品牌泡泡玛特和52TOYS在东南亚市场表现亮眼。52TOYS泰国首店创下首月销售额260万的佳绩，泡泡玛特也通过本地化策略在泰国获得成功。茶饮品牌奈雪的茶已在曼谷开设首家直营门店，茶百道则选择韩国作为出海首站。
Pop Mart and 52TOYS have achieved remarkable success in Southeast Asia. 52TOYS's first store in Thailand achieved 2.6 million RMB in sales in its first month, while Pop Mart has also succeeded in Thailand through localization strategies. Tea brand Nayuki has opened its first directly-operated store in Bangkok, while ChaBaiDao chose South Korea as its first overseas market.
趋势2：深度本地化成为成功关键
Trend 2: Deep Localization Becomes Key to Success
品牌们不再简单复制国内经验，而是进行高度精细化的本地调整。茶百道针对韩国市场调整冰块含量和茶配方，库迪咖啡则根据不同地区口味偏好开发特色产品。
Brands are no longer simply replicating domestic experiences but making highly refined local adjustments. ChaBaiDao adjusted ice content and tea formulas for the Korean market, while Cotti Coffee developed specialty products based on regional taste preferences.
趋势3：全产业链出海成为新方向
Trend 3: Whole Industry Chain Globalization Emerges as New Direction
领先企业开始构建海外供应链体系。海底捞在东南亚建立中央厨房和海外仓，库迪咖啡设立海外分公司管理供应链，52TOYS则开发全球IP内容生态。
Leading companies are beginning to build overseas supply chain systems. Haidilao has established central kitchens and overseas warehouses in Southeast Asia, Cotti Coffee set up overseas subsidiaries to manage supply chains, and 52TOYS is developing global IP content ecosystems.
专家观点：艾媒咨询首席分析师张毅指出，东南亚市场对中国品牌友好度高，但企业需注意文化差异，建立本地化供应链和运营团队至关重要。
Expert Insight: Zhang Yi, Chief Analyst of iiMedia Research, points out that while Southeast Asian markets are friendly to Chinese brands, companies must pay attention to cultural differences, and establishing localized supply chains and operational teams is crucial.
