wen｜ 36kechuhai changweiqian

编辑｜Jason

dangreqiantuichao，baofashizengzhangdeyuyanmeiyouduixian，zonghuiyourenqingchangtuichu，yehuiyouxindexiudaojihuiderenjinchang。

jinnianzuishanliangdechuhaidongnanyagushi，keyishuoshipaopaomate。jinnianshangbannian，paopaomatezaidongnanyashixianle5.6yiyuanyingshou，tongbizengzhang478%，zhanhaiwaishourusicheng。

danzaicizhiqian，changshuaidongnanyaxiaofeishichangdeshengyinciqibifu。yourenshuo，dongnanyaxiaofeinengliduanqineinanyitisheng，gaojiachanpinmeiyoushengcunkongjian，buzhidepinpaitaizaotouru；yourenshuo，dongnanyadianshanglingshouezhanbidi，bushihegengshanzhangdianshangyunyingdezhongguoqiye。

jinru2024nian，zhongguoqiyechuhaicongdanchunde“chuhai”zhuanbianwei“quanqiuhua”，pinpaizhujianbeizhongshi。sheizaijianchidongnanya、sheiyouzaijiazhudongnanya？liuxialaidepinpaizuoduileshenme？sheiyounengzaidongnanyazoudegengyuan？

jinqi，36kechuhaiduidongnanyawuliudujiaoshou ninja van、touzijigou atm capital、bentuqiye hebe beauty jinxinglefangtan，shitutouguobutongshijiaoduixiaofeipinpaichuhaijieduanxingqushijinxingzongjie，xiwangweiguanzhuchuhaidongnanyadeduzhetigongcankao。

注：如无特殊说明，本文讨论的出海品牌侧重将实体商品销售至海外的消费品牌。

谁在减持东南亚、谁又在加注东南亚？

shijianhuidaoliangnianqian，neishihoudechuhaidongnanyakeyishuoshiqiafengqishi、reqianyongdong。

zaichuhaixinxingshichangzhong，dongnanyashihaowuyiwendeshouxuan。quanqiuhuaduoniandechuhailaobingzibubishuo，chuhaixinruiyezhuazhulehuangjinchuangkou，kuaisushangzhuo。feishushennuopingxuande2023xinruichuhaipinpai50qiangzhong，you34%deqiyefugailedongnanya。

jinnian5yue，zhongguomaocuhuiyanjiuyuanfabule《dongmengyingshanghuanjingbaogao2023》，xianshi2023nianyue5chengqiyeyujiqizaidongmengdeshichangfenehuizengjia，5chengqiyeyujishixianyingli，chaoguoyibanqiyebiaoshiyingyeshouruhuishangzhang。

raner，dangbaofazengzhangbuzai，yourennengliuxia，yebiranhuiyourenanrantuichang。

gaibaogaoyexianshi，yue7%dezhongguoqiyebiaoshizaidongmengdeyewukenengkuisun；yue2chengdezhongguoqiyebiaoshizaidongmengdeshichangfene、yingyelirunheyingyeshouruhuixiajiang；yue2%dezhongguoqiyebiaoshijihuasuojiandongmengyewuguimohuozhijietuichushichang。

jujiaodaoxiaofeipinpai，“dongnanyaxiaofeizheduijiagegaoqieshiyongxingbuqiangdepinpaibingbumaizhang。”qutiandui36kechuhaibiaoshi。qutianshishoujiajuyouzhongguobeijing、zhuanzhuyudongnanyashichangdefengxiantouzigongsi atm capital dechuangshiren，yeshimeituanhejitusudizaoqitouziren，touziqiyezhongyou8jiachenggongshangshi。

zhanzaixinjiapo、yajiadahuomangushizhongxin，huoxunenggoukandaobushaolaizizhongguode“zhonggaoduanpinpai”，bingqietamenyouzhebucuodekeliuliang。“danruguoxiangyaowangdixianchengshituozhan，fugai50%-70%derenkou，zheileipinpaidekenengxingshibudade。”qutianbiaoshi。

nenggouzaidongnanyashenggende，wangwangshibentuzhizaoxiangduikuifaqiebendihuashuxingbuxianzhudechanpin。

ninja van zhongguoquzongjinglihanpeiyiguanchadao，“3c、xinnengyuanche、chayin、meizhuangdengpinleiyijingxijuanledongnanyaxiangdangyibufenshichangfene。"ninja van（nengzhewuliu）shidongnanyatoubukuajingwuliuhepaisongfuwushang，weizhongguopinpaichuhaidongnanyatigongyizhanshifuwu。

jinnianyijidu，dongnanyashichangshangzhongguoshoujipinpaizhanyoulvyiduchaoguo60%、xinnengyuancheshizhanlvjiejin75%；chayinliansuozhengzaikuaisuqiangzhanshichang；shishang、wenchuangleipinpaiyeyinmanzuledongnanyanianqingrenhuonvxingxiaofeizhedexuqiu，erzengzhangxunmeng。

hebe beauty chuangshirentanghongleitandao：“dongnanyadexiaofeiquntinianqinghua，duixinxing、shihuiqiejuchuangyidepinpaijieshoudugao。jiageqinminqiepinzhikekaodepinpai，nenggouxunsuhuodeshichangrenke。” hebe beauty qixiadebentuhuameizhuangpinpai y.o.u shengengdongnanyaduonian，guangshounianqingrenhuanying。

出海东南亚，本土化步伐加速

zaichixubaochizengzhangdepinpaizhong，youyigebukehushidequshiyijingchuxian——yuelaiyueduopinpaizaidongnanyachenglibendihuatuanduihuogongsi，shenzhiyijingyoulebushaobentuyuanshengpinpai，biru y.o.u 、muyingpinpai makuku、shukoushuipinpai metoo、xiaojiadianpinpai simplus deng。

youyuyikaishijiuzhuanzhuyuguojishichang，zheixiehaiwaiyuanshengpinpaiduibentushichangyougengshenrudelejiehegengkuaidefanyingsudu。

liru，zai makuku jinrudongnanyazhiqian，bentupinpaizhiniaokucaiyongdetongchangshidiyidaizhijiangchanpin，jiagediliandanxishuixingcha，huidaozhiyingerdetunbufahong、qizhenzi，makuku tuanduizaiyinnifaxianzheiyixianxianghou，jiangsuoshuixingnenggengyou、gengbodesandaichanpindairuleyinni，henkuaishichangfenejiujishenqiansan。

yiwang，zhongguochuangyezhehedaqiyeduidongnanyashichangdetourubuzu，yequeshaoshengengdangdiderencai。danqutianguanchadao，qingkuangyibian：“2021nianhou，womenkandaoyuelaiyueduozhongguotuanduizaidongnanyachuangyehuochangzhu，youqizaidianshangwuliuhexiaofeilingshoulingyu。”

zhiyouhexintuanduichongfenzaibentuhuanjingchenjin，cainenglianjiuduidangdishichangdegaominruidu。

zheiyangdegushibushaojian——manghebingfeidongnanyanianqingrendebixupin，danzhongguopinpaidechanpinbentuhuacelvesikaileshichangdekouzi；dongnanyajietouxiangweibenbuqueshaonaichadian，danzhongshichayindejiamengtixijidadizhutuilepinpailuodihebentuhuajincheng。

“wuluncongshouruguimohaishiyinglijiaodulaikan，muqiandabufenzhongguobeijingdexiaofeilingshoupinpaigongsidoushijiankangqiezaichixurongzide，yixiegongsirengchuyuqibujieduan，tuanduihefangxiangdouxianshichulelianghaodeqianli，yixiegongsiyijingshixianlekeguandezengzhang。”qutianzongjiecheng。

留下的品牌：更贴近“人”、更下沉

从价值链看，东南亚还处在部件生产、组装阶段，多数行业的品牌无法与国际品牌抗衡，且难走出国门。因此，长期而言，东南亚大多数国家不会像中国一样出现大规模的国产替代，zheiweizhongguopinpaijinrushichangliuxialekongjian。

zaifazhanjiankangdechuhaipinpaizhong，dongnanyadezengzhanglujingdazhikeyifenweiliangzhong。

yizhongshicaiyongkuajingdianshang，huozaigegeguojiaxunzhaodailishang，tongshikaituoduogeshichang。

dianshangdepujijiasulezhongguoxiaofeilingshouqiyezaidongnanyashichangdekuozhang。xiangbiyudailishang，rujindechuhaiqiyegengqingxiangyutongguo shopee、lazada、tokopedia zheixienenggouzhijiejiechuxiaofeizhededianshangpingtaidakaishichang——jin2021nianjiuyouchaoguo2000gezhongguopinpaitongguo lazada jinrudongnanyashichang。

zhuliudianshangpingtaizhibodaihuodexingqi，gengshijiakuailedongnanyashichangcong“renzhaohuo”zouxiang“huozhaoren”dejieduan。2021nianchu tiktok shop zaiyinnishangxian，daidongledongnanyazhibodianshangdejueqi，suihoubujinzhuliudianshang，shemeipingtai facebook、instagram、youtube dengyefenfenjiaru。pingtaiyabaozhibodianshangzhiji，xielvpinpai posee、jiaqingpinpai seaways 、meizhuangpinpai into you dengzhongduochuhaipinpaichengshijueqi。

11yue5ri，guge、danmaxihebeienlianhefabulezuixindedongnanyashuzijingjibaogao，yujijinnianzongjiaoyie（gmv）jiangdadao2630yimeiyuan，tongbizengzhang15％；shuzijingjidezongyingshouyujijiangzengzhi890yimeiyuan，nianzenglv14％，erlirunyishangshengzhi110yimeiyuan，zengfugaoda24％。

zhidezhuyideshi，jinguandianshangshidichengbentansuoxinshichangdetujing，danqizaidongnanyageguodeyewuguimoshangqieyouxian。yinweidongnanyadianshangshichangzengsusuikuai，danzhengtishentoulvhaibusuangao，malaixiya、taiguo、yuenandedianshangshentoulvjundiyu6%，muqianxianxiaqudaorengzhanzhudaodiwei。

qutianyetandao，yinweikuajingdianshangzaigaidiqumuqianhaichuyushangshengjieduan，pinpaitongguokuajingdianshangjinrudongnanya，kenengzaimeigeguojiadadaojiyidenianxiaoshouehouhuiyinglaizengzhangpingjing。

erlingyizhongjinrudongnanyadecelve——xianxiaqudaojianshe，zezaiyidingchengdushangnenggoubangzhupinpaitupozheiyipingjing。

zaidongnanya，xianxiaqudaozhanjuzhelingshoushichangdezhudaodiwei。yiyinniweili，2023nianyinnilingshoushichangguimoda1913yimeiyuan，qizhongchuantong、xiandai、dianshangqudaofenbiezhanbi37%、30%、32%。zaixiandaiqudaozhong，zhuanmaidian、bianlidian、chaoshi、baihuohedamaichangdezhanbifenbiewei19%、8%、2%、1%he1%。bianlidianyudianshangdezengsuyiyangtuchu。

ninja van jinnianfabude《dongnanya b2b lingshouxinxuqiu》baogaotidao：xianxiaxiaofeifusubeijingxia，lingshoushangzhengzaidiaozhengshitidianjingyingcelve。bufenpinpaixianyizaidangdikaishiyinruxunishiyidengshuzihuajishu，tongguokuaishan、lianmingdengcelveyouhuadianmianbuju，yitishengxiaofeizhetiyan。

hanpeiyitandao，xiangyaoshenrudaodongnanyabutongjieceng，pinpaixuyaozhongshixiaoshouqudaodetuozhanhefenpei，zaidongnanya，pianyuanchengshiyuhexindoushidequdaochayixianzhu，zaipianyuanchengshikaifahekuozhangxianxiaqudaoshizhongzhongzhizhong。

meizhuangpinpai y.o.u jiuyixianxiaqudaozuoweihexinbilei，zi2018niandijinruyinnishichangyilai，yikuozhangzhifeilvbin、malaixiya、taiguodengguo，fugaijin6wangexianxiaxiaoshoudian。y.o.u feichangzhuzhongxianxiamendiandemeidaoxingxianghekongjiansheji，yongyouwanshandepeixuntixi。yituofengfudexianxiashuju，y.o.u zaichanpinbaozhuang、peifang、shichangtuiguangjiezouyijipinpaidingweidengfangmian，nenggoukuaisujinxingzhanlvediaozheng。

raner，pushexianxiaqudaowangluoduipinpaigongyingliandeyaoqiugenggao。pinpaizaiwangdixianchengshikuozhangshi，xuyaokaolvgongyinglianhuanjiezhongdegexiangxiaolvhechengben，bimianyinmeiyougaopinshangxinhuojishibuhuodaozhikehuliushihepinpaixingxiangshousun。

chakajingjizaidongnanyafazhanxunsu，dabufenchakapinpaijiangdongnanyazuoweikaituohaiwaishichangdediyijidi，danzheilidedixingtiaojian、jiaotongsheshishidegongyinglianjianshechongmantiaozhan。

pickup coffee jiushifeilvbinyijiazhuda“jiqujizou”dekafeipinpai，youyuchangdixianzhihexinxiandudeyaoqiu，kafei、niunai、tangjiang、baocaidengyuanliaoxuyaosuishibuhuo，gaipinpaiciqiancaiyongrengongguihuapeisongluxiandefangshi，chengbengaoqiexiaolvdixia。

jujieshao，weileyingduizheiyitiaozhan，pickup coffee gen ninja van dachenglehezuo，bawuliaosongdaomaniladadouhuijiqiyiwaidefendian。zhenduibutongquyumendiantexing，ninja van dui pickup coffee dekucunshuiping、yunshuluxianhebuhuopinlvjinxingdongtaijiankongheguanli，cihoude3geyue，pickup coffee tuozhangdaole30jiaxinmendian，tongshijieyuele20%deyunyingchengben。

kuaisukuozhangdetongshiyingbaochiyunyingxiaolv。yinci，dangxianshang、xianxiaqudaozaidongnanyabingguifazhan，pinpaichuhaixuyaozonghekaolvqudaodepeibi，zhongdianguanzhugongyinglianwendingxing。hanpeiyirenwei：“chuhaipinpaiyinggaiguanzhuzaidongnanyadezhangqifazhanhebuju，erzaizhongxiaoqiyechuhaizaoqi，wohuijianyitongguoditourudefangshi（lirukuajingdianshang）xianceshidongnanyashichangdeshihedu。”

谁又能在东南亚走得更远？

beienzixunyuji，2021zhi2030nianjian，dongnanyagaoshouruquntinianfuhezengzhanglvda14.6%、shangcengzhongchanwei4.2%。zheijiuyiweizhe，dongnanyahenyoukenengzaiweilaiyinglaiyichangxiaofeishengji，qiezhuyaoyounianqingquntituidong。

zhongguopinpaijinrudekongjianshijudade，qutiantandao，dongnanyaxiaofeishichangliangjifenhuafeichangyanzhong，xiaofeizheyaomexuanzegaoduandeoumei、rihanpinpai，yaomexuanzejiagediliandanzuogongcucaodebendichanpin，erjiagehao、pinzhiyoudezhongjianduandazhongpinpaifeichangshao。yucitongshi，dongnanyadenianqingxiaofeizhe，yongyouduoyuanhuadewenhuabeijinghexiaofeixiguan，tamenduiyuxinxingpinpaihechuangxinchanpindejieshouhengao。

rujin，dongnanyabentuxiaofeipinpaiyuhaiwaixiaofeipinpaidejingzhengyijingrijianjilie，youqizaicanyin、xiaofeiriyongpin、dianzichanpindengsaidao。shenmeyangdepinpainengzaijingzhengzhongqudejieduanxingshengli？“qiyeyuelaiyuezhongshitigonggenggaodejiazhijidaoxiaofeizhe，wufagenshangzheiyixiaofeiqushideqiyejianghuizhujianshiqujingzhengli。”

hanpeiyizongjiedao：“zaidongnanyadazaopinpaibuzaiyuzaohuowan，ershixuyaoqiyelijiedongnanyakehuquntiheshichang，fenxizijizaizheixieguojiayijizaizheigeshijiandianshifouyoujingzhengyoushi，bingnengfouzhangqibaochiyoushi。”