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CGTN官網發表王小毅文章

從“中國制造”到“中國創造”，是中國經濟發展模式的深刻變革。其意義在于推動經濟結構向高附加值產業升級，突破國際壟斷、提升全球價值鏈地位，以技術創新驅動綠色可持續發展，促進人才向創新型轉型。同時，通過技術輸出和 “一帶一路” 合作，為全球發展提供中國方案，還以科技賦能文化，重塑國家創新形象，彰顯文化自信，為高質量發展和全球治理注入新動能。

近日，浙江大學管理學院教授、博士生導師王小毅在中國國際電視臺（CGTN）官方網站上發表文章《從“中國制造”到“中國創造”：中國品牌的全球化重構》，詮釋中國品牌崛起的底層邏輯及深遠意義。

學者簡介

王小毅

浙江大學管理學院教授、博士生導師

從“中國制造”到“中國創造”：

中國品牌的全球化重構

文/王小毅

5月10日中國品牌日不僅是國家敘事，更成為全球經濟觀察的重要窗口?！?024胡潤品牌榜》揭示的不僅是數字躍升——抖音超越傳統巨頭位列第二，拼多多首入前五，比亞迪、華為分別以規模和行業增速改寫競爭規則——更展現了一場靜默革命：中國正從“世界工廠”轉型為“全球創新策源地”，其品牌進化路徑為后發經濟體提供了全新范式。

圖片來源：千庫網

中國品牌的突圍本質是一場技術平權運動。比亞迪刀片電池迫使歐盟加速修訂電動車安全標準；華為鴻蒙系統裝機量海外占比27%，在拉美市場以“端-邊-云”架構替代谷歌生態。這種“逆向創新”策略顛覆了傳統技術擴散理論：發展中國家首次通過自主技術標準爭奪全球規則制定權。

年輕世代的消費語言正在重寫價值坐標。SHEIN將設計到交付周期壓縮至7天（Zara為21天）。泡泡瑪特盲盒在紐約MoMA商店月銷破百萬美元。完美日記“動物眼影盤”在TikTok引發Chinese Color Challenge話題，將《山海經》色譜轉化為可觸達的審美符號。中國品牌證明：文化輸出不再是單向度的“東方奇觀”展示，而是建立普世情感連接的能力。

圖片來源：“泡泡瑪特”全球官方網站

“技術民主化+文化可及性”的組合，使得中國品牌成為“數字原住民”的價值共鳴器。中國的仿生機器狗正在快速進入全球市場，其開源生態正在吸引全球開發者。中國品牌在這一輪全球化中呈現出鮮明幾個特征：首先是生態化。傳音控股在非洲搭建的“智能機+移動支付+內容平臺”生態，用戶ARPU值較單一硬件銷售有數倍的提升。其次是治理品牌化。商湯科技向東南亞國家輸出中國的AI城市治理方案，其交通優化系統使雅加達通勤效率得到提升。

中國品牌的影響力得益于中國近十年推動的反向供應鏈革命。拼多多TEMU平臺通過分布式倉儲+AI選品，將供應鏈響應速度提升至“72小時全球達”。麥肯錫全球研究院測算：中國數字平臺企業每1美元海外收入，可帶動本土供應鏈企業0.7美元增值——這種“生態外溢效應”正在墨西哥蒙特雷、越南胡志明市等地復制，形成多中心創新網絡。

拼多多跨境電商平臺——TEMU

這不僅是企業的勝利，更預示著全球商業文明的重構：當發展中國家首次在消費電子、新能源、AI等原創科技核心賽道掌握品牌影響力，全球化的敘事邏輯正從“中心-邊緣”轉向“多極化創新共同體”。

原版英文報道

圖片來源：千庫網

China Brand Day on May 10 is not only a national narrative but also an important window to observe the global economy. The 2024 Hurun China Brand List has revealed more than just impressive numerical growth. As it is shown, Douyin has surpassed traditional giants to rank second, Pinduoduo has entered the top five for the first time, and BYD and Huawei are rewriting the rules of competition through scale and industry growth. It also demonstrates a silent revolution: China is transitioning from the "world's factory" to the "global hub of innovation." The evolutionary path of Chinese brands offers a brand-new paradigm for latecomer economies.

圖片來源：千庫網

The breakthrough of Chinese brands is essentially a movement advocating technological equity

The BYD blade battery has forced the EU to fast-track revisions of electric vehicle safety standards. HarmonyOS's overseas installations account for 27 percent of its total installations, replacing Google's ecosystem in Latin American markets. This "reverse innovation" strategy challenges the traditional theory of technology diffusion: For the first time, developing countries are using their own technology standards to vie for global rule-making power.

圖片來源：華為官網

The consumption language of younger generations is rewriting value norms

SHEIN has compressed its design-to-delivery cycle to just 7 days (compared to Zara's 21 days). Pop Mart's blind boxes are generating over a million dollars in monthly sales at the MoMA Store in New York. Perfect Diary's "Animal Eyeshadow Palette” has sparked a TikTok challenge, turning the color palette inspired by the Classic of Mountains and Seas into an accessible aesthetic symbol. Chinese brands have proven that cultural export is no longer a one-way display of "Eastern spectacle" but an ability to forge universal connections.

SHEIN官網

The combination of "democratized technology and cultural accessibility" has enabled Chinese brands to become value resonators for "digital natives"

China's robot dogs are rapidly entering global markets, with their open-source ecosystems attracting developers worldwide. Chinese brands have exhibited several distinctive features in this round of globalization. Firstly, they are ecosystem-driven. Transsion's "smartphone + mobile payment + content platform”ecosystem built in Africa has multiplied ARPU (average revenue per user) compared to standalone hardware sales. Secondly, governance is also becoming branded. SenseTime has exported China's AI city governance solutions to Southeast Asian countries, where its traffic optimization systems have improved commuting efficiency in Jakarta.

圖片來源：宇樹官網

The influence of Chinese brands is largely the result of the reverse supply chain revolution China has been promoting over the past decade

Pinduoduo's TEMU platform, through distributed warehousing and AI-assisted product selection, has shortened supply chain response time to achieve "72-hour global delivery." According to the McKinsey Global Institute, for every dollar of overseas revenue generated by Chinese digital platforms, an additional 70 cents is added to the value of local supply chain enterprises. This "ecosystem spillover effect" is being replicated in cities such as Monterrey in Mexico, and Ho Chi Minh City in Vietnam, creating a multi-center innovation network.

圖片來源：千庫網

This is not just a victory for enterprises but also signals a restructuring of global commercial civilization. As developing countries begin to gain brand influence in core technology sectors such as consumer electronics, new energy, and AI, the narrative logic of globalization is shifting from a "center-periphery" model to a "multipolar innovation community."

信息來源：中國國際電視臺官網

編輯排版：伍梁永

審核：佟慶、王小毅