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从生产到研发，外资企业拥抱中国“指数级”机遇,从生产到研发，外资企业拥抱中国“指数级”机遇_我的网站

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    Photo: VCG
US-based premium activewear and lifestyle brand Alo stepped up its expansion in China on Wednesday, launching an exclusive flagship store on Tmall while preparing brick-and-mortar stores in cities including Beijing and Shanghai, adding to a growing number of US consumer brands entering or expanding in the Chinese market. 
With Chinese actress Zhao Lusi featured on its homepage, Alo's Tmall flagship store marks its first official sales channel in China and its only official e-commerce channel on the Chinese mainland, giving consumers direct access without relying on overseas agents or cross-border purchases.
Sales on its Tmall store topped 10 million yuan ($1.4 million) within one minute after final payments for preorders opened at 12:30 am, setting a new opening-day sales record for a new brand in Tmall's sports and outdoor category, the Securities Daily reported.
Industry observers attributed Alo's growing appeal in China to the rise of yoga and Pilates, as well as its blend of performance wear and everyday fashion, which resonates with younger consumers and lends itself to social-media-driven lifestyle marketing.
Industry data showed that China's yoga apparel market is projected to reach $2.65 billion in 2026, suggesting significant growth potential despite intensifying competition from established players such as Canada's Lululemon.
Alo is not an isolated case. A growing number of US consumer brands are entering China or deepening their presence, from opening their first stores to expanding retail networks and testing new formats, highlighting the enduring appeal of China's vast market, increasingly sophisticated consumers, and diverse consumption scenarios.
US fast-food chain Five Guys has also expanded its footprint in China, recently entering Beijing with two stores opening simultaneously at Chaoyang Joy City and Xidan Joy City. The launches drew long queues, with waits exceeding two hours during the lunch rush and scalpers reportedly charging up to 100 yuan to hold spots in line, according to media reports.
Five Guys is far from cheap, with a regular burger priced at 70 yuan and even a small order of fries at 32 yuan. But its 16 customizable toppings offer novelty and choice, helping attract Chinese consumers despite the premium pricing.
Meanwhile, Walmart, which has operated in China for 30 years, reflects the continued commitment of long-established multinationals to the Chinese market. 
Walmart has recently opened 20 new community stores in Shenzhen, expanding its presence through a format designed to serve everyday needs in neighborhoods. The company told the Global Times that the format is now expanding beyond Shenzhen, with the first stores in Suzhou and Guangzhou set to open in the second half of the year.
At Walmart China's 30th anniversary event on Wednesday, Walmart China President and CEO Zhu Xiaojing said that the retailer has built an integrated omnichannel network spanning hypermarkets, community stores, Sam's Clubs, front warehouses and distribution centers, with online sales accounting for more than half of its China sales last year.
"We remain confident in the Chinese market and will continue to increase our strategic investment in China," Zhu said, adding that Walmart will further expand its omnichannel presence, deepen community engagement and work with suppliers to strengthen differentiated product offerings, according to The Paper.
The latest corporate moves are also reflected in broader investment data. Actual US investment in China rose 24.5 percent year-on-year in the first four months of 2026, according to China's Ministry of Commerce. More than 3,000 foreign-invested companies increased their investment in China during the period. 
Meanwhile, a 2026 survey by the US-China Business Council found that 95 percent of US companies regarded their China operations as important to remaining globally competitive, underscoring China's continued role in their global business strategies. 
Wang Peng, an associate research fellow at the Beijing Academy of Social Sciences, told the Global Times that at a time of sluggish global growth, China offers multinational companies a relatively stable source of revenue, while its mature supply chains, logistics networks and large consumer base allow brands to respond quickly to changing demand.
Wang said that the appeal of the Chinese market has also moved beyond sheer population size. Foreign brands are increasingly drawn to opportunities created by more segmented consumption across different city tiers, age groups and lifestyle categories. China's highly developed digital retail ecosystem, including social-commerce marketing, instant retail and integrated online-offline channels, also gives companies a testing ground for new products and business models.
Despite uncertainties in China-US economic ties, Wang said that companies ultimately make investment decisions based on market demand, growth prospects and competitiveness. For many global consumer brands, pulling back from China would mean giving up a vast customer base and leaving more room for competitors.
。    　　商务部数据显示，今年前7个月，全国新设立外商投资企业37711家，同比增长4.4%，高技术产业实际使用外资1823.1亿元，同比增长32.7%。今年上半年，近4800家外资企业追加对华投资。从“中国生产”到“中国研发”，外企在华角色正在发生一场深层转变。

二 | 　　“中国的很多发展，将是指数级的。”外资企业负责人表示，市场、人才、政策三重优势叠加，以及“十五五”规划带来的新机遇，让更多外资选择与中国共创。

三 | 　　69年前，德国企业蔡司来到中国。蔡司大中华区总裁兼首席执行官费铭远说，中国的角色变了三次：第一阶段是销售市场；第二阶段，中国形成了非常好的供应链，于是建立工厂、引入研发；现在第三阶段，是与中国合作创新——“不仅为中国市场创新，也为整个世界创新。”　　ABB机器人同样如此。“从2005年到现在，我们在中国已经有近300人的研发团队了。”ABB机器人中国区总裁韩晨介绍，中国是ABB全球最大的机器人交付市场，中国研发中心与瑞典研发中心形成“双中心”。“小型机器人的全球研发中心、控制柜的研发中心，甚至一些领域的首席专家，都在中国。”　　今年以来，中国持续为外资企业向高端、新兴领域拓展提供政策支持：《鼓励外商投资产业目录(2025年版)》施行，引导更多外资投向先进制造业、现代服务业、高新技术、节能环保等领域；《利用外资固稳促优行动方案》出台，针对外资并购、数据跨境流动等热点关切，加力提升外商投资便利度。　　在上海做研发“比在瑞典速度更快、灵活性更强”，韩晨说，高校提供了从机械制造到人工智能的高端人才，政府的“工业上楼”政策和当地企业生态协同也提供了有力支持。　　费铭远说：“中国如今真的是领先的创新国家之一。当我看到中国受教育的人的数量、大学毕业生的数量，以及大学的质量，正是像蔡司这样的公司需要紧密合作、协同创新的地方。”　　未来5年，中国超大规模市场优势将持续彰显，科技创新、扩大内需、绿色转型、对外开放等重点部署，都将为全球产业界带来巨大发展机遇。

四 | 展望“十五五”，韩晨表示，数据中心领域潜力巨大。费铭远用一句话概括他对中国市场的判断：“人类总是倾向于线性思维，但中国很多发展将是指数级的——从1到2到4到8……能参与这个过程，会非常有意思。

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