英语新闻丨不止于电动汽车与电子产品 中国品牌在东盟集体崛起

Chinese consumer brands are rapidly expanding across Southeast Asia, moving beyond electronics and electric vehicles into sectors such as beauty, food service and home appliances, according to a report by Euromonitor International.

市场研究机构欧睿国际的一份报告显示，中国消费品牌正在东南亚迅速扩张，其业务已从电子产品和电动汽车拓展至美妆、餐饮和家用电器等领域。

Its “Rise of Chinese Brands in Southeast Asia” report found that the ASEAN economies of Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam account for 95 percent of the region‘s $4 trillion GDP. The region has become the largest and fastest-growing export destination for Chinese goods.
该机构发布的《中国品牌在东南亚的崛起》报告指出，在东南亚地区4万亿美元的经济总量中，印度尼西亚、马来西亚、菲律宾、新加坡、泰国和越南这六个东盟经济体合计占95%。该地区已成为中国商品最大且增长最快的出口目的地。

In 2024, China’s exports to Southeast Asia reached $587 billion, up 12 percent year-on-year. More than 70 percent of Chinese companies operating in ASEAN plan further expansion, citing strong performance and untapped consumer demand, said the China Council for the Promotion of International Trade.
据中国国际贸易促进委员会数据，2024年中国对东南亚出口额达到5870亿美元，同比增长12%。超过70%在东盟经营的中国企业表示将进一步扩大业务，这得益于其强劲的业绩表现以及尚未充分开发的消费市场。

With a population exceeding 650 million, 63 percent under 40 and a median age of 31, Southeast Asia‘s consumer market is thriving. This demographic fuels demand for e-commerce, livestreaming shopping, fintech solutions and affordable premium products.
东南亚人口超过6.5亿，其中63%在40岁以下，中位年龄为31岁，消费市场充满活力。这一人口结构推动了对电子商务、直播购物、金融科技解决方案以及高性价比优质产品的充分需求。

Countries like Vietnam and Indonesia are outpacing China in GDP growth, offering Chinese brands a rapidly expanding consumer base with rising disposable incomes and accelerating urbanization, said the report.
报告称，越南、印度尼西亚等国的经济增速已领先中国，这为中国品牌提供了一个蓬勃发展的消费市场——那里的居民收入不断增长，城市化步伐也在加快。

Chinese companies have long dominated sectors such as EVs, consumer electronics and home appliances. In EVs, BYD is now the top brand in most Southeast Asian markets and the number-one car brand in Singapore, surpassing Toyota. In home appliances, Chinese brands‘ share of the air conditioner market rose from 9 percent in 2015 to 25 percent in 2024. Haier, Midea and Gree have become household names. In smartphones, Chinese brands’ market share has increased from 21 percent in 2014 to over 60 percent today.
长期以来，中国企业在电动汽车、消费电子产品和家用电器等领域占据主导地位。在电动汽车领域，比亚迪现已成为大多数东南亚市场的头号品牌，并在新加坡超越丰田成为第一大汽车品牌。在家电领域，中国品牌在空调市场的份额从2015年的9%上升至2024年的25%。海尔、美的和格力已成为家喻户晓的名字。在智能手机领域，中国品牌的市场份额已从2014年的21%提升至如今的60%以上。

Now, Chinese companies are breaking into sectors once considered difficult for foreign entrants. In beauty and personal care, mass-market skincare brands achieved a 115 percent compound annual growth rate (CAGR) from 2019 to 2024. In the consumer food and beverage sector, chains such as Mixue, Luckin Coffee and Chagee are expanding aggressively. Mixue outlets grew 80 percent between 2019 and 2024, and by April 2026, Mixue had 4,153 overseas stores, while Chagee reached 262, said the China Chain Store and Franchise Association.
如今，中国企业正挺进昔日外资难以进入的领域。美妆个护方面，大众护肤品品牌2019—2024年复合年增长率高达115%。餐饮消费方面，蜜雪冰城、瑞幸咖啡、霸王茶姬等品牌正加速扩张。中国连锁经营协会数据显示，2019至2024年，蜜雪冰城门店增长80%，截至2026年4月，其海外门店达4153家，霸王茶姬海外门店达262家。

Nathanael Lim, APAC insight manager for beverages at Euromonitor International, said: “Chinese coffee and tea chains maintain consumer interest through relentless product innovation, often unveiling new menu items monthly. Significant investment in research and development and direct ingredient sourcing allows them to craft unique flavors that resonate with local palates.”
欧睿国际亚太地区饮料行业洞察经理纳撒尼尔·林（音译）表示：“中国咖啡和茶饮连锁品牌通过不断的产品创新来维持消费者的兴趣，每月都会推出新品菜单。对研发和原材料直接采购的大量投入，使他们能够打造出与当地口味产生共鸣的独特风味。”

Partnerships with local players are also central to expansion. In January, Eastroc Beverage signed a cooperation agreement with Indonesia‘s Salim Group to establish a joint venture, with investments of up to $200 million. Since 2021, Eastroc has exported products to 30 countries and regions.
与当地企业建立合作伙伴关系对扩张同样至关重要。今年1月，东鹏饮料与印尼三林集团签署合作协议，共同成立合资公司，投资额高达2亿美元。自2021年以来，东鹏饮料已向30个国家和地区出口产品。

Euromonitor said deep localization is key to Chinese brands’ success, surpassing mere price competition. Many beauty and F&B companies register as local entities, adapt products for tropical climates and employ local teams for livestreaming and marketing activities.
欧睿国际表示，深度本土化是中国品牌取得成功的关键，其重要性超越了单纯的价格竞争。许多美妆和餐饮企业在当地注册为本土实体，针对热带气候调整产品，并聘请本地团队从事直播带货和营销活动。

“To move beyond transactional entry points, Chinese companies must transition from exporters to long-term ecosystem participants. Embedding within local value chains, adapting to cultural and economic contexts, and cultivating trust — through local manufacturing, customer service and community engagement — will be essential to sustaining growth,” the report said.
报告指出：“为了超越交易性进入方式，中国企业必须从出口商转型为长期的生态系统参与者。通过本地制造、客户服务和社区参与等方式，融入当地价值链、适应文化与经济环境并建立信任，对于实现持续增长至关重要。”

Euromonitor International /ˌjʊərəʊˈmɒnɪtər ˌɪntəˈnæʃənəl/欧睿国际

untapped /ʌnˈtæpt/未开发的，未利用的

fintech /ˈfɪntek/金融科技

affordable premium products /əˈfɔːdəbəl ˈpriːmiəm ˈprɒdʌkts/高性价比优质产品

disposable income /dɪˈspəʊzəbəl ˈɪnkʌm/可支配收入

unveil /ʌnˈveɪl/推出，公布

partnership /ˈpɑːtnəʃɪp/合作伙伴关系