文章探讨了中国品牌在全球范围内的崛起，并分析了其对消费市场的影响。文章指出，中国品牌正逐渐摆脱“低质低价”的标签，以创新和差异化产品赢得市场。文章特别提到了东南亚市场的电商发展，中国品牌在该地区经历了从低端产品到可持续竞争品牌的三个阶段。文章强调了数字优先的策略，以及东南亚品牌借鉴中国经验的现象。同时，文章也鼓励读者深入了解东南亚电商的动态，并从中汲取经验。

🛍️ 中国品牌正在全球范围内崛起，改变了过去“低质低价”的形象，变得更具创新性和吸引力。

🌏 东南亚电商市场见证了中国品牌的三个发展阶段：低端产品、快速增长但不可持续的阶段、以及现在可持续竞争的阶段。

📱 中国品牌正在采用“数字优先”的策略，挑战国际品牌，尤其是在FMCG、时尚和奢侈品等领域。

💡 许多东南亚品牌正在学习中国品牌的成功经验，甚至与中国的供应链紧密合作。

🚀 文章引用了Uber创始人Travis Kalanick的观点，强调了在模仿之后，创新是必然的趋势。

Last week, on the same day as Momentum Works released “Ecommerce in Southeast Asia 3.0” report, The Economist published a pointedly titled article “Chinese brands are sweeping the world. Good”.

It observes that “innovative Chinese brands are popping up everywhere”, overturning the long-standing notion that Chinese products are “poor-quality, unimaginative and unfairly subsidised.”

The article argues this trend is “good for shoppers everywhere” and that investors should “welcome the sight of oddly mesmerising dolls and the taste of red-bean ice-cream.”

Among the examples spotlighted: Mixue, Chagee, and Pop Mart – consumer brands we at Momentum Works have been tracking closely for years through reports, TheLowDown blog posts, and Impulso Podcast by MW. 

In fact, the rise of Chinese brands is one of the defining trends we explore in the Ecommerce in Southeast Asia 3.0 report. We outline their entry into the region across three distinct waves:

Cheap, low-quality, and often undifferentiated products
Explosive growth—but often unsustainable
Sustainable and competitive players with strong product lines and multi-channel expansion

We are now in wave three. Even in categories like FMCG, fashion, and luxury, Chinese brands are applying a digital-first playbook to challenge established international players.

Meanwhile, many Southeast Asian brands are borrowing pages from this playbook—some founded by Chinese entrepreneurs or tightly integrated with China’s supply chains.

For a deeper dive into this and other key trends—from live/video commerce to platform strategies and ecosystem evolution—get your copy of the Ecommerce in Southeast Asia 3.0 report. It’s your definitive guide to the region’s ecommerce dynamics.

As Uber founder Travis Kalanick reflected in a recent podcast, referencing China:

“When you get really, really good at copying, you eventually run out of things to copy. And then it flips to creativity and innovation.”

Food for thought for leaders navigating this fast-shifting landscape.

The post Are Chinese brands taking over the world? first appeared on The Low Down - Momentum Works.