驶入阿拉木图：满街的中国品牌与一场正在发生的认知变革

21世纪经济报道01-14

“一到阿拉木图，很快就能看到很多中国品牌，从汽车品牌，到家电、电子产品、手机品牌等等。”Yandex Ads亚太区总经理尤苏京（Sergey Ustinov）向21世纪经济报道记者表示，“中国品牌在哈萨克斯坦消费者的心里，已经是一个比较高的位置。”这背后是一个快速膨胀的市场：中国已成为中亚最大的贸易伙伴：2017年至2024年期间，中国与中亚国家贸易额达607亿美元，增长1.5倍。2024年中国对...

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Ads的战略判断，也是无数出海的中国品牌的写照。从基建装备，到满街奔跑的吉利、红旗汽车，再到千家万户里的海尔、小米，中国制造正以前所未有的深度和广度，融入中亚社会的经济脉络与日常生活。中国品牌扎根走进阿拉木图，恍惚间会有种走进中国某个北方工业城市的错觉。街道不算宽阔，朴素的苏式楼宇间，偶尔能看见一座现代化的玻璃幕墙大楼拔地而起。在这沉稳甚至有些迟缓的城市外壳里，街头巷尾的生活场景却在快速迭代：互联网浪潮席卷，网购、外卖、网约车等已成当地人的日常；物流、支付等基础设施逐步完善，效率提升；海外品牌越来越多的来到这个市场。（当地办公楼下的外卖柜，21记者拍摄）其中，来自中国品牌的随处可见。21世纪经济报道记者观察到，海尔、海信的logo出现在建筑上、商场里，红旗、比亚迪等品牌汽车穿梭于公路之上，蜜雪冰城这样的茶饮品牌深受年轻人喜欢，酒店、餐厅、商场和旅游景区还可见“微信支付”的中文字样。“随着中国与俄罗斯及独联体地区经贸联系的日益紧密，中国大企业及中小企业正加速在这一快速增长的地区拓展海外业务。”尤苏京向记者表示。2024年，中哈双边贸易额达438亿美元，创历史新高。2025年上半年，中国首次跃升为哈萨克斯坦最大进口来源国，制造设备、汽车、电子产品等优势产业出口势头迅猛。事实上，伴随着“一带一路”倡议的推进，中国品牌进入中亚市场的时间已经不短。海尔、海信等中国家电品牌在中亚的规模化拓展大约始于21世纪初，小米、华为等智能手机品牌则于2010年后在哈萨克斯坦、乌兹别克斯坦开设官方体验店，并接入当地电商平台，实现品牌露出。汽车则是近几年势头最猛的“后起之秀”。哈萨克斯坦汽车联盟（KAU）的数据显示，2020年中国汽车制造商在哈萨克斯坦的市场份额仅为2%左右，而到2024年，这一比例已上升至38%。今年前9个月，中国汽车制造商在哈萨克斯坦的市场份额也已达到34.5%，品牌数量从2020年的唯一中国汽车品牌增加到如今的21个。包括长安、奇瑞、长城在内的中国品牌汽车，已经在阿拉木图的工厂里启动本地化生产。“中国汽车行业也是走了一个传统路线，一开始便宜，质量可能一般。之后质量提高，但价格只是微涨，像其他国家的汽车行业也都走过这条路。”尤苏京向记者表示，“可以说现在中国汽车已经是相当能抓住独联体国家消费者的喜好了。”如今，在哈萨克斯坦街头，吉利、红旗等中国品牌汽车不仅作为私家车频繁出现，更成规模地进入Yandex Go打车平台，当前，平台上大多数车已经是中国品牌。这种从单纯的低价到“技术可靠”的认知转变，是中亚消费者对中国制造重新定义的过程。在尤苏京看来，中国品牌得以快速打开局面，离不开“中国速度”带来的技术迭代能力，“中国市场一年比一年变化大，技术迭代飞快。相比之下，其他一些地区的品牌，从文化惯性到创新节奏，变化相对较慢。”而中亚，尤其是哈萨克斯坦和乌兹别克斯坦这两个“超级年轻”的市场，年轻人对变化的接受度极高，为中国品牌快速导入新技术、新体验提供了土壤。目前，汽车、家电、手机已经构成中国品牌在中亚的“铁三角”，而增长的边界还在不断外扩。尤苏京向记者表示，游戏、新能源、智能家居等正在成为新的增长点。发展策略无法简单复制近几年，中亚市场像被突然加压的锅炉，温度蹿升，声响嘈杂。来中亚考察的中国人越来越多，2025年前11个月，中国赴哈萨克斯坦人数超过87.6万人次。积极探寻新兴市场的中国企业们，将目光投向了这片机遇之地，中国供应链与独联体市场需求的齿轮突然对上。2025年上半年，在哈萨克斯坦使用Yandex Ads的中国广告主数量同比增长76%，广告投放金额激增192%。Yandex Ads大中华区渠道负责人袁亚平也从客户动向中观察到，越来越多在俄罗斯市场取得成功的中国品牌，正将文化天然相近的中亚视为自然延伸和下一个增长极。“他们的产品如果在俄罗斯能卖得好的话，大概率也会在这里卖得好。”与其他渠道相比，跨境电商是中国品牌出海中亚的一条优势路径。2024年中亚电商市场规模达147亿美元，其中，哈萨克斯坦电商市场规模约60亿美元，乌兹别克斯坦电商市场规模也已超40亿美元。中国商品正通过速卖通、淘宝等中国跨境电商平台，以及Kaspi等中亚本土电商平台进入中亚。“我们建议品牌方采取双轨路径：一是入驻主流电商平台，快速触达消费者、测试市场反应；二是建设品牌独立的D2C（直接面向消费者）网站或应用，积累私域流量，打造品牌形象。”尤苏京向记者表示，构建自主可控的线上阵地，并适时向线下体验、零售拓展，是不可或缺的长期投资。不过，市场机遇虽大，暗礁仍然不少。许多怀揣热情进入中亚的中国企业，遭遇的第一道坎往往不是竞争对手，而是对市场复杂性的低估。中亚市场绝非一个均质、统一的整体，将其简单视为“俄语区”的延伸，是许多出海企业踩入的陷阱。最直观的误区体现在语言层面。与其他新兴市场不同的是，中亚国家通常有两种语言，即俄语和本地语言，如哈萨克语。许多企业因资源有限，或抱有“俄语通用”的迷思，宣传广告时只做俄语，忽略了当地主体语言的沟通价值。“虽然你的网站或者APP可以只有俄文，但广告的语言和横幅的素材建议两种语言都要做。”尤苏京向记者表示。数据证明，双语广告的点击率明显更高。更深层的挑战，在于用户习惯的国别差异。“每个国家完全不一样。”尤苏京强调，“独联体每个国家都是独立的，他们有自己的政策和消费者习惯等等。”他以哈萨克斯坦与乌兹别克斯坦为例，哈萨克斯坦用户以搜索引擎和浏览器为主，行为模式接近俄罗斯；乌兹别克斯坦用户则高度依赖Telegram，将其视为获取信息、社交乃至“上网”的核心入口。入口差异决定了营销策略、产品设计及商业逻辑必须“一国一策”，无法简单复制。政策与法规环境的差异更是需要高度重视的“隐形门槛”。中亚各国在贸易、税务、数据合规、行业准入等方面的规定各不相同，且可能动态调整。对当地政策缺乏持续、深入的了解，曾让不少雄心勃勃的出海项目遭遇意外挫折。“很多企业容易想当然，认为这里和俄罗斯或其他独联体国家差不多，实则不然。”尤苏京建议，进行详尽的前期市场调研，或依托具有本地知识与资源的合作伙伴，是规避风险、顺利落地的关键。可见，对于广泛寻找新兴市场的出海企业来说，出海中亚也需要在产品和供应链之外，建设更完备的本地化能力。在这片“年轻而复杂”的热土上，中国品牌的发展最终将成为一个本地故事，而最好的故事，往往让人忘了它来自远方。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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驶入阿拉木图：满街的中国品牌 与一场正在发生的认知变革

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驶入阿拉木图：满街的中国品牌与一场正在发生的认知变革