wen | juchao xiezefeng

编辑 | 杨旭然

bannianhaiwaishouruchao900yiyuan，hgushangshichuangganggushichangjinsannianzuidaipo，guojihuadamuxuxulakai。jiadianjuwubameide，zhengshituzaihaiwaizaizaoyigexinmeide。

zuoweiyijiashouwo500yixianjin，qiansanjiduchuangzao600duoyijingyingxingxianjinliudegongsilaishuo，muzixianranbingfeiercishangshidezhuyaomude。

shouguoneixuqiudongliquhuan，xiaofeizhexinxindengduofangmianyinsuyingxiang，guoneijiadianxingyejinruxinyilundiaozhengzhouqi，ergengduohaiwaiguojiazechuyubukucun、xiaofeishengjidejingqizhouqi，haineiwailengnuanjiaoti，chayixianzhu。

rujinzaiquanqiuhuaxuqiuhonglideladongxia，jiadianjutoufenfenjianghaiwaishichangfangzaigengjiazhongyaodeweizhi。zaijinnianchudemeidejituanjingyingguanlinianhuishang，jituanzhangmenrenfanghongbomingquebiaoshi：“quanqiutuposhimeidedangxiazuihexindezhanlvezhiyi，yaozaihaiwaishichanggoujianchudiergezhuchang。”

henmingxian，meideyijiangchuhaizuoweijituanzuigaoxingdonggangling。

fugangshangshi，jiushizaicijiamaguojihuabujudeyibufen，qizhixiangyiyidayumuziyiyi。

guojihuashiyichangxiongguanmandaodezhengcheng，meidemuqiansuiyizuoshangquanqiujiadiantoubajiaoyi，dancongoemweizhuzhuanxiangobm（ziyoupinpai），zaihaiwaizhonggaoduanshichangqiangzhanyoushidiwei，haixuyaoshijianchendian。

erqie，haier、geli、haixindengtongchaimenyijingfenfenjiaruchuhaidajun，congguoneizhanchangdaoquanqiuzhanchang，xindeshichang、xindezuzhizaizao、xindewenhuaronghe、xindeyanfatixidengdengyixilietiaozhan，meidedouxuyaozhongxinshenshihetupo，bingqiemianduigengxindejingzhengjumian。

01 从辅助市场到第二主场

haiwaiyijingchengweimeidedierzhuchang。

1988nian，20suidemeide，chengweiguangdongshengshoujiahuodeziyingjinchukouquandegongsi，bingbeishouyu“guojiajidianchanpinchukoujidi”dechenghao。zheishimeideguojihuadefarenqi。

bishimeidexiaoshouecaiganggangtupo1yiyuan，mianxianghaiwaishichangcaiquleoem（tiepaishengchan）defangshi。shengchanjidizuoluoyuguangdongshunde（houzaiyuenanjianchang），pingjiedangdilianjialaodonglideyoushi，kaituohaiwaishichang。

dandangshidehaiwaishichangzhixiangdangyu“dafuzhu”，chuyuchengzhenhua、renkou、xiaofeishengjisandahongliqidiejiadeguoneishichang，caishizhenzhengdezhuzhanchang。

dao2010nianqi，suizhejingzhenglidekuayueshitisheng，guoneijiadianjutouxianqihaiwaibinggoulangchao。haierxianhoushougouribensanyangbaidianyewu、meiguogejiadianyewu、xinxilanfeixuepaike、yidalicandy（kadi）；haixinshoubiangorenje、askolianggequanqiuxinggaoduanpinpai，haichixialeribendongzhiyingxiang、ribensandian；chuangweizeshijiangmetzhestrongliangdaouzhoupinpaishouyuhuixia。

meidecelveyeshileisi，xianhoushougoukailiaijizigongsimiraco、lameikongdiaogongsi，shishuiguojihuazhenghe。

2012nianfanghongbojieguomeidequanzhang，“quanqiujingying”zhengshilierujituansandazhanlve。sinianhou，meidefaqizhumingde“sidashougou”——2016nian，yi33yiyuanshougouribendongzhibaidianyewu、yi9.5yiouyuanshougouyidaliclivet 80%guquan，naxiaruidianlaopaijiadianqiyeyilaikesiqixiaeurekapinpai，haizuizhongyichao300yiyuanjuzishougouledeguokuka（kuka）。

tongguoyixiliezibenyunzuo，dao2013nianagushangshishi，meidehaiwaishourugongxian450.83yiyuanshouru，zhanbidadao40.11%，yishiyijiajubeixiangdangguojihuajingzhenglideqiye。

2020niankaishi，guoneijiadianshichangtubian，zaoyu“tianshi”（xiaofeixinxindimi）、“dili”（fangdichanjiangwen）、“renhe"（renkouxiaxing）sanzhongyali，xianrujuanjiage、juanxingnengde“cunlianghonghaisisha”jieduan，jiadianxingyezaicikaishimianduizhouqitiaozhan。

daomuqian，zhongguojiadianshichanglingshouguimo6144yiyuan，tongbixiahua0.2%，zheihaishizaisanjiduyijiuhuanxindengbutiezhengceqiangjingladonghoudebiaoxian，ruguobushituruqilaidelihaozhengce，shijishujuhuigengjianankan。erqie，15%、20%debutiehaosi“xingfenji”，jifaxiaofeixuqiumouzhongchengdushanghuitouzhihouqidejiadianxuqiu，yinci，2025niandeguoneishichangyoukenenghuigengjiacanlie。

yucitongshi，haiwaishichangzhengjinglibutongdezhouqi。haiguanzongshushujuxianshi，jinnianqiansanjidu，woguojiadianchukou33.3yitai，tongbizengzhang21.8%；chukouzongeda5345yiyuan，tongbizengzhang15.5%，gaochuquanguochukouzhengtizengsu11.2gebaifendian。

xiangbilaikan，haiwaishichangzugouguangkuo，xinxingshichangfangxingweiai，fadashichangchuyubukucunzhouqi，jubeidatiliangdezhongguojiadianqiyefazhandezugoukongjian。

meidejituandehaiwaiyewuguimo，yijingcong2013niande450yiyuanzengzhangzhi2023niande1509yiyuan，zengzhangchao3bei。jinnianjinshangbannianjiuyijingbijinqianyijibie，da910.76yiyuan，tongbizengzhang13%，gaoyuguoneide8%。

keyikanchu，haiwaiyijingchengweimeidedierzhuchang。

02 从全球经营到全球突破，寻求更加激进的进攻态势

“chanpinlingxian，xiaolvqudong，quanqiujingying”。2014nian，meidezaigoujianquanxindequanqiuhuayanfatixishi，shedingleshangshusandazhanlvezhuzhou。

jingguoliunianlilian，dao2020nian，jituanjiangqizhongde“quanqiujingying”gaiwei“quanqiutupo”。zheiyiyongcidegaibianyiweizhe，meidezaihaiwaikaishixunqiugengjiajijindejingongtaishi。

zheigepanduandebeihou，shizhongguojiadianchanyejinjunguojishichangdeshijiyijingchengshu：

yifangmian，woguojiadianshengchanguimozaoyiguanjuequanqiu，qizhongchaoguo4chengdechannengxuyaoxiaowanghaiwai，suizheguoneishichangdezaiyicibaohe，qiangzhanhaiwaishichangshizaibixing。

qici，woguoxingchenglewanbeidejiadianchanyelian，duishangyouhexinbujianjihuxingchenglongduan，jiashangbentuhexinxingshichangzhizaojididerenlichengbenyoushi、buduanzengqiangdeyanfanengli，jingzhenglidafutisheng。

disan，guojizhengzhijingjijushideyanbian，rangzhongguoqiyegengyoudiqi，yegengyoujihuicanyudaoquanqiuhuajingzhengzhizhong，zaijingjihuodongzhonghuodegengduode“zhengzhishineng”，zheishiciqianzhongguoqiyecongweijingliguodexinjumian。

danjingongbingburongyi。meideyaoxiangtuwei，bujinyaoconghuierpu、arcelik as、songxia、lg、boshijiadian（yuanximenzi）denglaopaijutoukouzhongduoshi，haiyaohehaier、haixindengguoneitongxingtongtaijingji。

oumeishichangxiaofeizheduibentupinpaiyoujiaogaoderentonggan，duizhongguopinpaihaicunzaidijiadizhideyinxiang，zhongguopinpaiqianqiyixingjiabiqusheng，zhanjuyidingshichangfenehou，zaihaiwaijinxinggaoduanhuashengjirengshijudananti。

muqianlaikan，chulezairibenshichang，pingjieshougoudedongzhibaidianmeideyouleyidingdeshichanghuayuquanzhiwai，zaiqitashichangmeidedeshenglianghaiyuanyuanbugou。zaibeimeishichang，haierpingjieshougougejiadian，yijingnenghehuierpuyijiaogaoxia。xiangbizhixiameidezengsuxianzhu，danfenehaijiaoxiao。

zheiduimeidetichulebuxiaodetiaozhan。yibeimeiweili，qudaoshangzhiguanzhongyao，anzhuanggongduijiadiankoubeideyingxiangyeshifenguanjian，meideyaowanchengzheixiebufendebuju，bujinxuyaotoururenlicaili，gengxuyaoduidangdishichangjinxingquanfangweidelijie。

guowang，meidezhuyaokaodijiazhanlveqiangshichang，chanpinzhuyaoshixiaobingxianghelengjudeng，danrujinjiandandedijiayijingbugou，gongkeduikaimenbingxiangdengzhuliudajianchenglexindemubiao。

jiaqiangheyuthe home depot、the brick、jiadianfenxiaojutoualmo corporationdengqiyedehezuo，bingqianghuaxianshang，shimeidezongjiechudeyunzuocelve。qisanjiduhaiwaidianshangxiaoxiaoshoubaochi50%dezengzhang，yamaxunhuiyuanridacuzengzhangchao35%，doushijinxingzugoutouruzhihoudexiaoguo。

ciwai，xiangbiqitajiadianqiye，meidejituanyewuyaogengjiafuza，zaihaiwaideyewufanchouchaoguolejiatingsuoxu。baokuoshezulelouyukeji、gongyejishu、jiqirenyuzidonghuadengchanye，kongzhikeludianzi、wandongyiliao、hekangxinnengsanjiashangshigongsi。

zhengtishangkan，jinnianqiansanjidu，meideyingshoudadao3203.50yiyuan，tongbizengzhang9.57% ；guimujinglirun316.99yiyuan，tongbizengzhang14.37% 。zhinengjiajugongxian2154yiyuan，xinnengyuanjigongyejishu、zhinengjianzhukeji、jiqirenyuzidonghuadeng2byewuzhanbiyijingchaoguo30%。

geleitbyewushimeidequgeyuqitajiadianqiyedeyidatezheng，yishimeidezaihaiwaidazhanquanjiaodezhongyaoshoupai。

zaijituanjianghaiwaishichangshiweidierzhuchangdezhanlvejichushang，bujinshijiadianbankuai，getobyewuxiandouyouzaihaiwaishichangjinxingtuozhandepoqiexuyao。dianxinganlishikeludianzihuodezhili105mw/420mwhchunengxiangmudingdan，yiweizhezaihaiwaichunengshichangzhong，keludianziwanchenglecongshebeigongyingshangdaoxitongjichengshangdejiaosezhuanbian。

03 从代工生产到自主品牌：从代工为主转向为自有品牌优先

guojihuachuqijieduan，woguojiadianqiyeduocaiyong“jiechuanchuhai”，jiezhutiepaidaigongcanyuguojishichangjingzheng。zheizhong“weitarenzuojiayi”dezaoqicelve，xianranbushizhongguoqiyedezuizhongmude。

shijianjinrudao21shiji20niandai，oemdaigongyijingjibenshangwanchengletadelishishiming，zhongguojiadianchanyebixuzhuanxiang，yeyounenglizhuanxiangyiziyoupinpaiweizhudefazhanlujing。

2023nian，meidehaiwaizhanlvequanmianzhuanxing，mingquelecongoemweizhuzhuanxiangweiobm（ziyoupinpai）youxian。

muqian，meidehaiwaiyewurengyioem（daigongyewu）weizhu，zhanjuliuchengfene，jituanqiwang“weilaigezhanyiban，zhishaoshixiandadaozheigeshuiping，zaijinyibuzuodaobm（zizhupinpai）fene”。

zheibingfeiyishi，wulunshioumeishichanghaishiyafeilaguojia，zuoweiyigexinpinpaiyaoxianghoulaijushang，chulepinpaijianshesuoxudehailiangtouruzhiwai，yebixuyaoduiyanfa、zhizao、gongyinglian、xiaoshou、wuliunaizhishouhoufuwudengsuoyouhuanjiejinxingbendihuazaizao。

zheiyejiushifanghongboweishenmeqiangdiao，“meidequanqiuhuazuidadetiaozhanshiquanjiazhiliandebentuhua”deyuanyin。meidedefangfalunshiyaozuodao“yonghuzhida”，cainengrangobmyouxianzhanlvezhenzhengluodi，caikenengchengweiyijiazhenzhengyiyishangdequanqiuhuaqiye。

suowei“yonghuzhida”，jitiejinxiaofeizhexuqiujinxingbendihuayanfachuangxin。meidejiangqichengwei“cpimoshi“，cjilocal consumer insights（bentuhuayonghudongcha）；pzhilocal product support，jibentuhuachanpinzhichi；izhilocal innovation，jibentuhuachuangxin。

biru，meidemeiguoyanfazhongxinhuizhijiehexiaofeizhe、jingxiaoshang、woerma、the home depotdengdaxingjingxiaoshangnaizhizhengfugoutong，lejiedangdishijixuqiu。bingheniuyuezhounengyuanyanjiuyufazhanjulianhekaifaleyeneishougechaodiwengaonengxiaogongyurebeng，bujinshipeibiaozhunmeishichuangkuang，haishouchuangjichengshipenhanheyurehuishouxitong，wuxushuinuangaizaojikemanzudaguimocainuanfanxin。

yizhongyangkongdiaochanpinweili，meidehaijiangzhilenghezhireliangtaoxitonghechengweiyigechanpin，liyongrebengjishugongneng，jiangdisunhao，tishengnengyuanliyonglv，bichuantongranqiguolugaochu3-5bei。zheixiechanpindou“wanmei”qiheledangdizhengfudejiantanxuqiu。

chaodiwengaonengxiaogongyurebengzainiuyuezhouhuodelezuiduo2wantaidingdan，zaimeiguoshichangtuichude uxingchuangjiciqianhaixuyaojiezhudongzhipinpaidakaijumian，danjintian，“meide”paidechanpinyijingwanquanqudaiguoquoemdefene。

muqian，meidezaiquanqiubushele33geyanfazhongxin、43gezhuyaozhizaojidi，yuangongchaoguo19wanren，yewufugaile200duogeguojiahediqu，zaihaiwaisheyou17geyanhe22gezhizaojidi。

zaiquanqiuhuashidai，gengtiejinshichangdebujukeyishixianyibendiyanfazhongxinweichujiao，huoqubentushichangxuqiu，chuangzaogengshihebentuyonghudechanpin，yekeyiheguoneizhongguotuanduidenenglirongheqilai。

biruchaodiwengaonengxiaogongyurebengxiangmuzhong，zhongguotuanduiyongyouqiangdadeceshinengliheyuanxingjinengli，meiguotuanduizeduishichangxuqiuheyonghutiyanshangyoujingzhundebakong，shuangfangshixianleyoushihubu。

yucitongshi，meideyizhizaiqianghuaquanqiuchannengbuju，zaibaxi、agenting、yindu、aiji、taiguodengguosheligongchang。2024niantaiguogongchangdenianchannengyujidadao300wantai/tao，jiangchengweimeidezuidahaiwaigongchang。

erqie，meidehaitongguoyixiebinggoujinxingyewuhelingbujiandebuqi，qianghuabendihuayunyingdenengli。jinnian4yue，chizi6.5yiouyuanshougouarbonia agqixiaclimateyewu，jinyibujiaqiangzaiouzhounuantongyewudechannengjiqudaoyoushi；cihouyi1.75yiouyuanshougoushuicaolongtouteka group，zheixiedoushigongyinglianbendihuadeyixiejucuo。

jianzhihaiwai，meidedeyexinbuxiao。kaolvdaomuqianmeideziyoupinpaizaihaiwaishichangdezhanyoulvhaishigeweishu，jinzaibufenguojiahediqudebufenchanpinzhongyouyidingyoushi，yaoxiangwanchengyuandamubiaodenanduxiangdangjuda。yinweichuhaibujinjinxuyaoshijiandedamoheyingjiandeshengchan，gengxuyaodengdaixiaofeizhexintaiheduizhongguopinpairenzhideniuzhuan。