Totem：2024年中国出海品牌分析报告（中译版）（107页）.pdf

1、2024CHINESE BRANDS GOING GLOBALCHINESE BRANDS GOING GLOBAL Chinese brands continue to expand onto the Global stage.Our data show significant gains in traffic,follower counts and engagement.Upgrades and improvements continue to happen across the board.We also see significant improvements being made w

2、ith Chinese brands in setting up more sophisticated supply chains and distribution systems across an array of markets,while making vast improvements in terms of localization.The top players,in the most advanced categories(eg.auto and electronics)have made steady moves up the innovation and quality l

3、adder.The top Chinese brands in these key categories are now among the very best globally.But,the cultural impact of brand(ing)success is still very low for Chinese companies on the global stage.The structure of Chinas outbound movement is different from Japans development in prior decades.Where Jap

4、an had 50+large brands as household names globally,China has only a small group of well known brand names at the top,together with a plethora of much smaller,non-name brands-who are dominating on global ecommerce platforms.To date,the Chinese brands making the largest impact on the global stage are

5、the top digital,ecommerce players;SHEIN,Temu and TikTok.These ecommerce players,together with the previous generation of discount platforms(eg.AliExpress)are the defining features of Chinas outbound movement.These innovative social commerce platforms have had many years in China to fine-tune algorit

6、hms and tactics to apply globally.They are both the most impactful exports from China AND the channels which support the wider growth of new Chinese emergents.Negative sentiment-on products sold-from discount platforms,arguably casts a shadow over all Chinese brands,and has a negative effect on the