中国品牌出海记丨蕉下出海锁定新加坡，品牌为何都盯上这块淘金地？

CEO品牌观察01-30

随着中国用户的消费力越发旺盛，海外品牌正加速进入中国市场。面对越来越卷的本土市场，拥有全球视野的中国本土品牌也开始谋划出海之路，进行“反向输出”。出海掘金，对于品牌来说机遇与挑战并存。背靠中国本土强大的供应链，如何满足海外各地差异化的用户需求、如何适应复杂的国际消费环境，成了中国品牌在全球市场站稳脚跟的关键。 CEO品牌观察推出年度专题系列报道《中国品牌出海记》，带你了解最新品牌出海动态、品牌...

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Singapore?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"90077":1},"content_text":"随着中国用户的消费力越发旺盛，海外品牌正加速进入中国市场。面对越来越卷的本土市场，拥有全球视野的中国本土品牌也开始谋划出海之路，进行“反向输出”。\n出海掘金，对于品牌来说机遇与挑战并存。背靠中国本土强大的供应链，如何满足海外各地差异化的用户需求、如何适应复杂的国际消费环境，成了中国品牌在全球市场站稳脚跟的关键。\nCEO品牌观察推出年度专题系列报道《中国品牌出海记》，带你了解最新品牌出海动态、品牌出海思路以及地方市场情况。\n1月25日，中国和新加坡两国签署《中华人民共和国政府与新加坡共和国政府关于互免持普通护照人员签证协定》，协定将于2024年2月9日（农历除夕）正式生效。\n连日来，大众对于新加坡的关注度不断攀升。而在商业领域，新加坡早已成为品牌高地，不少中国品牌在布局海外市场时，都会将新加坡作为重要选项。最近，生活方式品牌蕉下出海首站就选择落子新加坡。\n将“轻量化户外”推及全球\n2023年末，因一把“小黑伞”打下江山的生活方式品牌Beneunder蕉下正式进军海外市场，选址新加坡西门购物广场（Westgate Mall）开出了首家海外门店。\n\n\n\n从空间设计上看，该门店围绕“轻量化户外”的概念，沿续了品牌一贯的沉浸式户外风格，自然融入城市风貌，并为每款户外产品设置了独立挂壁式陈列空间。\n产品方面，该店则带来了女士、男士、儿童全人群产品线，以及小黑伞、防晒服、折叠墨镜等在内的系列经典产品，为消费者提供一站式日晒防护的装备选择。\n\n\n\n据品牌方介绍，根据目前的市场反馈，蕉下海外首店受到新加坡当地消费者的青睐，门店客流量较多。\n2013年蕉下品牌创立，并凭借着一把拥有独创黑胶科技和极具辨识感设计的爆款“双层小黑伞”，在防晒领域快速成长。2023年，蕉下官宣品牌升级为“轻量化户外”的生活方式品牌，从防晒小品类升级到户外大赛道，蕉下试图在更大的领域寻找突破，构建自己更宽广的护城河。\n\n\n\n截至目前，蕉下已在国内布局270+门店，包括概念店、标准店以及无人零售商店三种店型。结合围绕“轻量化户外”的品牌战略，蕉下似乎有了与消费者面对面沟通的更强能力，因此出海有望为品牌在全球市场收获新生意增量。\n从地理位置上来看，新加坡作为低纬度国家，紫外线指数非常高，当地消费者对防晒用品的需求非常大且稳定。对于蕉下而言，其硬防晒产品能够很好地与当地消费需求契合，结合轻量化户外这一“无国界”概念有利于市场局面的打开，为未来继续向其他周边国家辐射打下基础。\n\n\n\n从选址上看，蕉下新店所在的西门购物广场为凯德置地旗下项目，坐落于狮城西部第二CBD裕廊湖区，主打中高端家庭和社区消费。Westgate Mall作为唯一直接连接裕廊东地铁转换站和裕廊东巴士转换站的商场，也充分利用便利交通和功能设计来吸引更多客流。目前，该商场已经吸引安踏、喜茶、华为、瑞幸、名创优品、OPPO、泡泡玛特、小龙坎火锅、探鱼、杨国福麻辣烫、以纯YISHION等中国品牌进驻。\n综合来看，蕉下在新加坡开出海外首家线下门店，有助于其实现全季节、全人群、全地域的多维拓展，进而收获更确定的成长机会。\n“国潮”品牌渐成新加坡新时尚\n新加坡之于东南亚，恰似上海之于中国，是国货出海天选之地。\n\n\n\n新加坡作为世界著名商业中心，也是东南亚唯一的发达国家。这里华人占比74.2%，语言、文化、饮食习惯等都与中国相通、相近。对中国品牌来说，在新加坡的运营风险相对较低。与此同时，新加坡还是连接东西方的桥梁，品牌在新加坡测试市场后，可以更容易打入东南亚市场以及国际市场。\n另外，新加坡的一系列政策优惠也对企业具有不小的吸引力。例如，为了吸引公司注册，新加坡政府推出了区域总部计划（RHQ）、国际总部计划（IHQ）、全球贸易商计划（GTP）等，注册公司可享受低税率的优惠。而且，新加坡与包括中国在内的50多个国家签订了豁免双重征税协定。\n\n\n\n在蕉下落地新加坡之前，各消费领域的国货品牌早已走入新加坡人的生活中，凭借着独特的产品和服务，成功地赢得了新加坡消费者的青睐。\n餐饮方面，海底捞作为最早一批布局新加坡的品牌，如今已在新加坡拥有超20家门店。同时，其还建设起了新加坡中央厨房以及本土供应体系，实现食材的本地化采购。即便是疫情中，新加坡的海底捞依然保持良好的发展。\n\n\n\n有了海底捞的铺路，其他餐饮品牌也纷沓至来。从火锅、烤鱼、麻辣烫，到茶饮、咖啡，新老餐饮品牌都卷向了新加坡市场。其中，2023年1月呷哺呷哺新加坡首店开业；3月瑞幸新加坡首店开业，到12月底瑞幸在新加坡的第30家店也开业了；在2023年进入倒数的第四天，库迪在新加坡的首店开张了。\n\n\n\n与此同时，中国时尚品牌也在新加坡得到认可。例如在新加坡来福士广场，Urban Revivo、海澜之家已于2017年1月同步在此开出了品牌的首家海外门店；2023年7，NEIWAI内外落地新加坡旗舰店暨品牌首家海外线下门店。巴拉巴拉新加坡首店也于2023年12月在当地知名大型商场Plaza Singapura狮城大厦开业。\n\n\n\n另外，零售品牌如名创优品、The green party、泡泡玛特等，3C数码品牌如华为、OPPO等，新能源汽车品牌如比亚迪等，都在新加坡开设门店，为品牌出海添一座新城，也为当地消费者带去中国产品、中国服务。\n新一批的国货品牌，已经不满足于“将产品卖到海外”，而是希望让全世界的消费者能够有更好的消费体验。\n目前来看，中国品牌卷向新加坡依然是大势所趋，“国潮”品牌在新加坡也大有可为。伴随免签政策的落地，新加坡商业热度有望迎来新一波热潮，或将有更多淘金者登陆这片淘金之地。\n作者 | W\n主编 | 苏苏\n图片 | 来自各品牌官方/项目官网/新加坡旅游局官微\n 新的一切都将在这里发生 \n.data_color_scheme_dark{--weui-BTN-ACTIVE-MASK: rgba(255, 255, 255, .1)}.data_color_scheme_dark{--weui-BTN-DEFAULT-ACTIVE-BG: rgba(255, 255, 255, .126)}.data_color_scheme_dark{--weui-DIALOG-LINE-COLOR: rgba(255, 255, 255, .1)}.data_color_scheme_dark{--weui-BG-COLOR-ACTIVE: #373737}.data_color_scheme_dark{--weui-BG-6: rgba(255, 255, 255, .1);--weui-ACTIVE-MASK: rgba(255, 255, 255, .1)}.data_color_scheme_dark{--weui-REDORANGE: #ff6146;--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, 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#191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-HALF: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root,body:not(.pages_skin_pc) body{--appmsgExtra-BG: #F7F7F7}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: 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