品牌出海成为当前最热门的话题，越来越多的中国企业和品牌探索走向海外市场。中国跨境电商品牌出海分为白牌、渠道品牌、产品品牌三个阶段，品牌出海主体包括原生互联网品牌、新消费品牌和传统工贸品牌三大类别。跨境电商品牌出海在拥有广阔的市场空间和销售机会的同时，也会面临认知、定位、人才、营销、渠道、合规等问题和挑战。针对当前跨境电商品牌出海存在的系列问题，对于品牌出海企业而言，在规避风险的同时，寻找到正确的出海路径至关重要，因此，提升品牌意识、找好自身市场定位、加快人才培养力度、加强本土化营销、全渠道运营并举、提高合规发展水平等成为品牌出海企业成功的关键要素。
Brand going overseas has become the hottest topic at present，and more and more Chinese enterprises and brands are exploring the overseas market. China’s cross-border e-commerce brands have three stages which are the white-box，the channel brand and the product brand. The main part of brand going overseas includes three categories which are the original internet brand，the new forms of consumption brand，and the traditional industry brand. The brand of cross-border e-commerce not only have broad market and sales opportunities，but also face problems and challenges in terms of cognition，positioning，talent，marketing，channels and compliance. It is very important for brands going overseas to find the right way to the current series of problems of cross-border e-commerce brands going overseas. Therefore，the key factors for the success of enterprises with brands going overseas are to enhance brand awareness，finding their own market positioning，speeding up talent training，strengthening localized marketing and multi-channel operation，and improving compliance level.
