本文为数字化转型网企业出海系列文章之一：中国企业出海路在何方？上一篇文章我们讲述了为什么中国企业要出海，这一篇文章我们将讲述中国企业出海路在何方？
据海关总署公布数据，2022年，我国外贸进出口总值42.07万亿元，比2021年增长7.7%。其中，出口23.97万亿元，增长10.5%；进口18.1万亿元，增长4.3%。在面临全球经济衰退风险上升、外需增长持续放缓、疫情影响的背景下，这一成绩彰显我国外贸对抗风险挑战的韧性和活力。数字化转型网www.szhzxw.cn
“自改革开放以来，中国对外投资合作高速发展，硕果累累。如今，中国对外投资合作业务规模大、领域广，以亚洲为中心向全球辐射，境外经贸合作区质量逐步提升，培养出一大批实力强劲的跨国企业，跨国并购项目稳步展开，‘一带一路’沿线业务快速发展。”
趋势一：合规经营是出海关键
合规化经营涉及市场/平台政策、税务、产品质量、供应链、知识产权、数据安全和营销广告等在内的多方面内容。这中间的每一个环节都不能出错，出海企业必须具备自我保护和抗风险的能力。数字化转型网www.szhzxw.cn
尤其要注意的是，不同的国家/地区在法律条例、知识产权、商业交易、税务等方面的规定和要求也各不相同，而这正是摆在所有中国出海企业面前的巨大挑战。近年来，由于合规问题离场的企业屡见不鲜。因此，要杜绝此类情况发生，就必须把合规经营涉及的所有环节贯穿至整个出海周期，这是每个企业长远发展的“命脉”！数字化转型网www.szhzxw.cn
趋势二：创新技术将驱动业务发展
在海外市场竞争格局愈发激烈背景下，技术创新和品牌先导已逐步取代早期的中低端生产制造。随着数字技术开始全面融入消费者的生活、学习和工作中，消费者对于产品的需求也变得越来越高。例如产品的功能、迭代速度、品牌影响力、营销方式和服务体验等等都成为了企业推动出海业务发展的“利器”。数字化转型网www.szhzxw.cn
现如今，不止中国，全球企业都已步入数字化综合能力比拼的时代，企业必须借助数字化技术开展更加精细化的选品、营销和运营，以全面提升企业经营效率。唯有这样，才能构筑起品牌核心竞争力，从而有机会在众多品牌中突出重围。
趋势三：新兴市场或迎来更大竞争
在全球范围内，有多达两百多个国家/地区，它们之中的电商及其他领域的发展程度都不一样。像欧美这种相对比较成熟的市场就不用多说了，经济水平、电商设施、互联网普及率都遥遥领先，外来企业想要参与竞争，没有特别的优势之处，是非常难的。
对比东南亚、拉美、中东、东欧等新兴市场，竞争环境会更低一些。不过这些市场近年来发展飞速，正如上文所提到的，东南亚在2022年成为电商增长最快的市场，其次是拉美。
根据淡马锡和贝恩公司联合发布的《2022年东南亚数字经济报告》也指出，目前东南亚数字经济GMV增速高于全球其他地区，预计数字经济规模将从2021年的1610亿美元增至2025年的3300亿美元，占居民消费总金额的14%。数字化转型网www.szhzxw.cn
这也是为什么越来越多中国企业出海选择东南亚市场的原因。未来，随着更多企业的进入，这些市场的竞争将更加白热化，因此，企业需要适时地制定相应的应对策略先发制人。
趋势四：出海品类多样化和细分化
单一品类能够精准获客，但难以实现高增长。出海品类将呈现更垂直细分和全品类趋势，以SHEIN为例，早期以快时尚女装出海，到后来细分化女装品类（如泳衣、内衣等），再到现在拓展全品类，这是其寻求新增长的战略之一。数字化转型网www.szhzxw.cn
鲸网跨境获悉，根据Google和凯度联合发布《2022凯度BrandZ中国全球化品牌50强》报告显示，来自中国的各大品牌，面向不同品类的消费群体，都在各自品类中收获增长。
趋势五：直播和短视频带货成主流
据第三方调研数据，希望通过短视频了解产品和品牌的信息的消费者超过了70%。不少业内专家分析认为，出海企业根据目标市场、品类和产品的差异化营销策略，要善于结合本土化的营销节点通过直播、视频等形式传达品牌及产品信息，这是提升品牌声量和产品转化的重要“利器”。数字化转型网www.szhzxw.cn
趋势六：品牌化和本土化已成共识
据亚马逊广告的一份调研显示，希望从与自身价值观一致的品牌中购买产品和服务的消费者达79%。全球电商格局变化给中国出海企业带来了不同挑战，大浪之后，加强品牌建设、打造品牌的价值变得愈发重要。
与此同时，需要具备本土化运营的能力。企业的运营策略必须契合当地文化背景和用户消费习惯，这样才能更好地与消费者建立沟通。数字化转型网www.szhzxw.cn
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企业出海系列文章（二）：中国企业出海路在何方？翻译：
One of the series articles of the transformation network enterprise going to Sea: Where is the road of Chinese enterprises going out to sea? In the previous article, we talked about why Chinese enterprises want to go to sea. In this article, we will talk about where Chinese enterprises go to sea.数字化转型网www.szhzxw.cn
According to data released by the General Administration of Customs, the total value of China’s foreign trade imports and exports in 2022 will be 42.07 trillion yuan, an increase of 7.7% over 2021. Of this total, the export was 23.97 trillion yuan, up by 10.5%; Imports reached 18.1 trillion yuan, up 4.3%. In the face of the rising risk of global economic recession, the growth of external demand continues to slow down. And the impact of the epidemic, this achievement demonstrates the resilience and vitality of China’s foreign trade against risks and challenges.数字化转型网www.szhzxw.cn
“Since the reform and opening up, China’s overseas investment cooperation has developed at a high speed and yielded fruitful results. Today, China’s overseas investment and cooperation business is large in scale and wide in scope, with Asia as the center and spreading to the world. The quality of overseas economic and trade cooperation zones has been gradually improved. A large number of powerful multinational enterprises have been cultivated, cross-border merger and acquisition projects have been steadily launched. And business along the Belt and Road has developed rapidly.”数字化转型网www.szhzxw.cn
Trend 1: Compliance is the key to going to sea
Compliance involves market/platform policy, tax, product quality, supply chain, intellectual property, data security, marketing and advertising. Every link in this process can not be wrong, and enterprises must have the ability to protect themselves and resist risks.
In particular, different countries/regions have different regulations and requirements in terms of laws and regulations, intellectual property rights, business transactions, taxation, etc., which is a huge challenge for all Chinese companies going overseas. In recent years, it is not uncommon for companies to leave due to compliance issues. Therefore, in order to prevent this kind of situation from happening, it is necessary to run all the links involved in compliance operation through the entire sea cycle, which is the “lifeblood” of each enterprise’s long-term development!数字化转型网www.szhzxw.cn
Trend two: Innovative technologies will drive business
Under the background of increasingly fierce competition in overseas markets, technological innovation and brand leadership have gradually replaced the early middle and low-end manufacturing. As digital technologies begin to fully integrate into consumers’ lives, studies and work, consumer demand for products is also becoming higher and higher. For example, product functions, iteration speed, brand influence, marketing methods and service experience have become the “weapon” for enterprises to promote the development of overseas business.数字化转型网www.szhzxw.cn
Nowadays, not only China, but also global enterprises have entered the era of digital comprehensive capability competition. And enterprises must carry out more refined product selection, marketing and operation with the help of digital technology to comprehensively improve enterprise operation efficiency. Only in this way can we build the core competitiveness of the brand and have the opportunity to stand out among many brands.
Trend three: Emerging markets may see more competition
Globally, there are as many as 200 countries/regions, among which e-commerce and other areas of development are different. Like Europe and the United States this relatively mature market need not say more. The economic level, e-commerce facilities, Internet penetration rate are far ahead, foreign enterprises want to participate in the competition. There is no special advantage, it is very difficult.数字化转型网www.szhzxw.cn
Compared with emerging markets such as Southeast Asia, Latin America, the Middle East and Eastern Europe, the competitive environment will be lower. However, these markets have developed rapidly in recent years, and as mentioned above, Southeast Asia will be the fastest growing market for e-commerce in 2022, followed by Latin America.
According to the “Southeast Asia Digital Economy Report 2022” jointly released by Temasek and Bain & Company. The current growth rate of Southeast Asia’s digital economy GMV is higher than that of other regions in the world. And the size of the digital economy is expected to increase from US $161 billion in 2021 to US $330 billion in 2025, accounting for 14% of total household consumption.数字化转型网www.szhzxw.cn
This is also why more and more Chinese companies choose the Southeast Asian market. In the future, with the entry of more enterprises. The competition in these markets will be more intense. So enterprises need to formulate corresponding coping strategies in a timely manner.
Trend four: diversification and differentiation of the sea category
A single category can accurately obtain customers, but it is difficult to achieve high growth. The category of the sea will show a more vertical segmentation and full-category trend, taking SHEIN as an example. In the early days, fast fashion women’s clothing went to sea, and later differentiated women’s clothing categories (such as swimsuits, underwear, etc.). And now expand the full category, which is one of its strategies to seek new growth.
According to the “Kantar BrandZ China Top 50 Global Brands 2022” report jointly released by Google and Kantar, major brands from China, facing different categories of consumer groups, are harvesting growth in their respective categories.
Trend 5: Live streaming and short video bands are becoming mainstream
According to third-party research data, more than 70% of consumers want to learn about products and brands through short videos. According to the analysis of many industry experts, according to the differentiated marketing strategy of the target market, category and product. The overseas enterprises should be good at combining the localized marketing nodes to convey brand and product information. Through live broadcasting, video and other forms, which is an important “weapon” to enhance the brand voice and product transformation.
Trend six: Branding and localization have become a consensus
According to a survey conducted by Amazon Advertising, 79% of consumers want to buy products and services from brands that align with their values. Changes in the global e-commerce landscape have brought different challenges to Chinese companies going overseas. And after the big waves, strengthening brand building and building brand value has become increasingly important.数字化转型网www.szhzxw.cn
At the same time, the ability to operate locally is required. The operation strategy of the enterprise must be in line with the local cultural background and user consumption habits, so as to better establish communication with consumers.
More articles about enterprises going to sea, such as enterprise going to sea information, enterprise going to sea success cases, enterprise going to sea solutions, etc. It can be read in the digital transformation network enterprise going to sea column. If you need the relevant information package report. You can click the blue character to fill in the questionnaire and contact us. More exciting content can enter the readership group and communicate with millions of readers.数字化转型网www.szhzxw.cn
本文由数字化转型网（www.szhzxw.cn）根据公开资料整理撰写而成，作者：数字化转型网默然；编辑/翻译：数字化转型网默然。
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