国潮当道，非洲国家的‘非潮’是什么？

新时代，年轻消费者越发影响着现在的产品走向，随着“跨界、年轻化、国潮”等元素的营销催化，国货逐渐成为了当今消费市场追捧的市场潮流。那么，在非洲消费市场，‘非潮’是怎么定义？是哪类产品呢？我们无妨透过国潮去探索一下，‘非潮’是什么？

In the new era, young consumers have a great influence on the direction of products. With elements such as "cross-border, younger and China-Chic" highlighted, Chinese brands have gradually become a trend sought after by the consumer market. So, in the African consumer market, how is the ‘African trend’ defined? What kind of product is it? We can explore it through China-Chic, what is the ‘African Trend’?

图源：摄图网

先来看看国潮的定义 / What is "China-Chic"?

由新一代中国设计师设计出来的带有中国特定元素的潮品，国潮有中国当下时尚潮流特色，符合当下绝大多数受众的潮流审美，深受很多年轻人的喜爱。

The trendy products with specific Chinese elements designed by a new generation of Chinese designers have the characteristics of current Chinese fashion trends and conform to the trend aesthetics of the vast majority of audiences.

通过定义本质其实可分两点：

一、富有国家文化特色

二、结合国家消费者层面，满足个性化需求

By defining the essence, it can be divided into two points:

1. Rich in national cultural characteristics

2. Combining the national consumer level to meet individual needs

目前，在绝大多数伙伴认知中，非洲生活水平低、经济落后，需求层面只存在于最基础的纺织品、低廉的小商品和家用品，根本讲不上品牌或者样式，更何来潮流之说。那是不是意味‘非潮’这个说法根本就不成立？若如当真这样想，那就真的是大错特错了！

At present, in the image of most people, Africa's living standards are low and the economy is backward, and the demand level stays at the most basic textiles, cheap small commodities and household goods, and there is no brand or style at all. If you really think so, then you are really wrong!

图源：摄图网

随着众多非洲国家城市的基础建设的完善及生活水平的提高，人口年轻化，非洲热销产品也日益趋向结合实质的个性化发展。

With the improvement of the infrastructure and the improvement of living standards in cities in many African countries, the population is becoming younger, and popular products in Africa are increasingly becoming a substantial and individualized development.

时尚品类，“非潮”主打

Fashion category, "African Trend" is the main product

非洲国家受地理和气候影响，非洲产品大多结合太阳、月亮、动物等自然元素，有着独特的图腾、艺术、印花的服装/首饰/纺织品等时尚品类是潮流主打；

African countries are affected by geography and climate. African products combine natural elements such as the sun, moon, and animals. Fashion categories such as clothing /jewelry /textiles with unique totems, art, and prints are the main trends;

图源：Pagne Africain sur commande

带有独特的辫子、风格大胆的假发产品和具有丰富色彩的彩妆产品是当地女性潮流风向标；

Products with unique braids, bold wigs and colorful makeup products are the trend signs of local women;

图源：pixabay / 51tietu

历史殖民地影响，具有英伦风、靓丽的西装/皮鞋是当地男性追求的时代潮流。

Influenced by historical colonies, British-style and beautiful suits/shoes are the trend of the times pursued by local men.

图源：pixabay

根据中非贸易研究中心公布的非洲进出口统计数据，非洲进口畅销榜五大排名分别是计算机和其他电子产品、汽车配件、医药产品、手机、文具。

According to the African import and export statistics released by the China-Africa Trade Research Center, the top five rankings of the African import list are computers and other electronic products, auto parts, pharmaceutical products, mobile phones, and stationery.

流动的‘非潮’名片：汽车及配件

The mobile ‘African Trend’ brand: cars and accessories

相关数据统计，非洲大陆道路上有超过2160万辆汽车，在非洲汽车原材料产能尚不能自给自足，大多数非洲买家正从海外市场购买大量汽车电池、轮胎、备件、滚珠轴承、水泵和一系列汽车零配件，然后再进行汽车组装或者更换，南非就是非洲最大的汽车生产地。在尼日利亚、肯尼亚、埃塞、摩洛哥、加纳这几个非洲国家，嘟嘟车、轻型商用车市场销售都在逐年递增，拥有一辆汽车是当地出行在外流动的‘非潮’名片。

According to relevant statistics, there are more than 21.6 million cars on the roads of the African continent. Due to insufficient production capacity of car raw materials, most African buyers purchase a large number of car batteries, tires, spare parts, ball bearings, water pumps and a series of auto parts from overseas markets. After car assembly or replacement, South Africa is the largest car production site in Africa. In several African countries such as Nigeria, Kenya, Ethiopia, Morocco, and Ghana, the market sales of tuk-tuk and light commercial vehicles are increasing year by year. Owning a car is the business card of the ‘African Trend’ for the local migrants.

图源：知乎

‘非潮’潜力股：电子产品和文具

‘African Trend’ potential stocks: electronics and stationery

非洲是全球IT产品市场增长率最高的地区之一，传统台式机也转向更具个性化和便携式的笔记本电脑产品，小家电的类目也是每家每户的首选产品。不仅如此，非洲移动革命已经风靡全球，非洲大陆拥有仅次于中国的第二大移动设备市场，移动用户数量增加率约为65%。随之，移动周边产品手机壳、自拍杆、耳机、挂件也非常畅销。

Africa is one of the regions with the highest growth rate in the global IT product market. Traditional desktop computers have also turned to more personalized and portable notebook computer products. The category of small household appliances is also the first choice of every household. Not only that, the African mobile revolution has taken the world by storm. The African continent has the second largest mobile device market after China, with an increase in the number of mobile users at approximately 65%. Following this, mobile peripheral products such as mobile phone cases, selfie sticks, earphones, and pendants are also very popular.

中非贸易研究中心分析，随着非洲国家对教育和职业培训的重视，教育机构和商业组织的数量增加，东非国家的进口商对办公用品、文具成倍增长。

The China-Africa Trade Research Center analyzed that as African countries attach importance to education, the number of educational institutions and business organizations has increased, and the importers of East African countries have doubled the number of office supplies.

图源：摄图网

实惠实用就是‘非潮’

Economical and practical is "African Trend"

在非洲，无论什么产品，当地人首先考虑的肯定是实惠实用，就好比一副价值10元人民币的耳机，和一个价值10元的工艺摆件，大多数人会乐于选耳机，比工艺品更实用。因此产品是否实惠实用是决定是不是‘非潮’的命门！

In Africa, no matter what product, the local people must first consider affordable and practical. It is like a pair of headphones worth 10 yuan and a craft ornament worth 10 yuan. Most people will choose headphones, which are more practical than handicrafts. Therefore, whether the product is affordable and practical determines whether it is ‘African Trend’!

图源：istockphoto

选择适合的产品是打开市场的开端，选择正确的物流合作伙伴是进入市场的关键。打通非洲市场，赛时拥有24年的物流经验、安全/时效稳定的渠道资源和健全专业的操作团队，还有超20000㎡落地仓库和10+非洲分公司和代理点，本土经营，硬核实力见证品牌。赛时是货运非洲的第一品牌公司，也是货运非洲首选!

Choosing the right products is the beginning of opening the market, and choosing the right logistics partner is the key to entering the market. To open up the African market, CHOICE has 24 years of logistics experience, safe/timely stable channel resources and a sound professional operation team, as well as over 20,000 square meters of floor-to-ceiling warehouses and 10+ African branches and agencies, local operations, hard-core strength testimony brand. CHOICE is the number one brand company in freight Africa and the first choice for freight Africa!