2026 China Brand Day · China Brand Going Global to Africa Theme Event Successfully Concluded
2026年5月9日 | 杭州 | Hangzhou
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活动概述 | Event Overview
2026年5月9日，恰逢中非建交70周年及中国对53个非洲建交国全面实施零关税政策首月，第十个中国品牌日之际，"中国品牌出海非洲大会"在杭州隆重举行。
On May 9, 2026 — marking the 70th anniversary of China-Africa diplomatic relations and the first month of zero-tariff policies for 53 African countries — the "China Brand Going Global to Africa Conference" was grandly held in Hangzhou on the occasion of the 10th China Brand Day.
本次盛会由浙江省新型重点专业智库浙江工商大学浙商研究院（中国华商研究院）、中国国际商会杭州商会、浙江工商大学中非经贸研究院联合主办，中非桥|拉非客团队和浙商大创业园承办。
The event was co-hosted by the Zhejiang Gongshang University (ZJGSU) Zheshang Research Institute (China Huashang Research Institute), China Chamber of International Commerce Hangzhou Chamber, and ZJGSU China-Africa Economic & Trade Research Institute, with China-Africa Bridge and ZJGSU Entrepreneurship Park as organizers.
150+ 参会企业 |
50+ 外宾代表 |
70年 中非建交 |
53国 零关税覆盖 |
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01 嘉宾致辞与政策解读 | Keynote & Policy Interpretation
大会由浙江工商大学浙商研究院执行院长吴波主持。他隆重介绍了莅临现场的政府领导、高校专家、中外企业家及加纳驻华使节等重要嘉宾，正式拉开品牌日大会帷幕。
The conference was hosted by Wu Bo, Executive Dean of ZJGSU Zheshang Research Institute. He formally introduced distinguished guests — government leaders, university experts, Chinese and international entrepreneurs, and Ghanaian diplomatic envoys — officially opening the Brand Day conference.
浙江工商大学发展委员会主席陈寿灿教授在致辞中指出，品牌是企业核心竞争力，更是国家经济实力与文化软实力的重要象征。当前中非经贸合作已迈入双向赋能全新阶段，中国品牌出海早已超越单纯商品输出，更是理念碰撞、文化交融、科技合作与责任担当的综合体现。他呼吁企业摒弃低价竞争老路，深耕品质升级、品牌塑造与文化共鸣，以硬核实力扎根非洲市场。
Professor Chen Shoucan, Chair of ZJGSU Development Committee, noted in his address that a brand is both a core competitive edge of an enterprise and a vital symbol of national economic strength and cultural soft power. China-Africa economic and trade cooperation has entered a new phase of mutual empowerment. Chinese brands going global now transcend mere product export — they embody the convergence of ideas, cultural exchange, technological collaboration, and shared responsibility. He called on enterprises to abandon the old path of low-price competition, and instead deepen quality upgrading, brand building, and cultural resonance — taking root in African markets with hard strength.
杭州市贸促会党组成员、中国国际商会杭州商会副会长沈小艇立足城市外贸发展与贸促服务职能，发出三点倡议：一、抢抓品牌出海历史性机遇，依托链博会、中非经贸西湖大会等国际高端平台，常态化开展供需对接；二、构建全方位出海服务体系，搭建会展矩阵、完善国际信息网络、设立知识产权专委会、运营国际商事调解平台；三、携手书写中非合作崭新篇章，并高度认可中非桥十年来深耕中非资源对接、牵线政企商学的平台价值。
Shen Xiaoting, Member of the CPC Leadership Group of the China Council for the Promotion of International Trade (CCPIT) Hangzhou and Vice President of the China Chamber of International Commerce Hangzhou, issued three initiatives from the perspective of the city's foreign trade development and trade promotion services: 1) Seize the historic opportunity of brand globalization, relying on CISCE, China-Africa Xihu Conference and other international high-end platforms to conduct regular supply-demand matchmaking; 2) Build a comprehensive going-global service system — establishing exhibition matrices, improving international information networks, setting up IP committees, and operating international commercial mediation platforms; 3) Jointly write a new chapter in China-Africa cooperation, with high recognition of China-Africa Bridge's decade-long deep commitment to China-Africa resource matchmaking and bridging government, enterprises, and academia.
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02 数字平台发布与战略合作签约 | Digital Platform Launch & Strategic Signing
在重磅成果发布环节，中非桥正式发布《品牌出海中非数智地图》，以智能大数据平台实现非洲商机全景可视化；同步推出"好望计划""拉非客计划"及非洲产业数据地图，为企业赴非发展提供全维度路线指引。
In the major achievement release session, China-Africa Bridge officially launched the "China-Africa Digital Intelligence Map for Brand Globalization," using an intelligent big-data platform to visualize Pan-African business opportunities in full dimension. Simultaneously launched were the "Haowang Plan," "LaFeiKe Plan," and the Africa Industry Data Map, providing enterprises with all-dimensional route guidance for Africa-bound development.
浙江工商大学中非经贸研究院发布《中非经贸研究咨询报告》成果册，为行业决策提供专业智库支撑。
ZJGSU China-Africa Economic & Trade Research Institute released the "China-Africa Economic & Trade Research Consultation Report" compilation, providing professional think-tank support for industry decision-making.
现场举行加纳—杭州国际经贸合作中心揭牌仪式，浙江工商大学中非经贸研究院院长、中非桥创始人赵浩兴教授与加纳驻华大使科乔·邦苏共同为中心揭牌。中心正式落地后，将搭建常态化官方交流窗口、经贸对接平台与双向服务枢纽，促进杭州与加纳在产业投资、贸易往来、文化交流、企业互访等领域深度联动，为两地政企合作、品牌互输筑牢长效机制。
The unveiling ceremony of the Ghana–Hangzhou International Economic & Trade Cooperation Center was held on-site. Professor Zhao Haoxing, Dean of ZJGSU China-Africa Economic & Trade Research Institute and Founder of China-Africa Bridge, together with H.E. Kojo Bonsu, Ambassador of Ghana to China, jointly unveiled the center plaque. Upon formal launch, the Center will establish a regular official exchange window, economic & trade matchmaking platform, and two-way service hub — promoting deep linkage between Hangzhou and Ghana across industrial investment, trade exchange, cultural exchange, and enterprise mutual visits, cementing a long-term mechanism for government-enterprise cooperation and brand mutual export between the two locales.
现场举行两场重要战略合作签约：一是中非桥|拉非客与脉链集团正式签约，脉链集团杭州中心落地成立，双方依托产业与平台优势，共同开展中非资源对接、品牌出海服务与市场拓展；二是中非桥|拉非客与加纳工业协会达成官方战略合作，建立长期常态化协作机制，依托加纳工业协会本土行业影响力，为中国企业落地加纳提供产业准入、渠道资源、政策咨询与市场背书，打通中国品牌进入西非市场的官方通路。
Two major strategic cooperation signing ceremonies were held on-site: First, China-Africa Bridge and Mailian Group formally signed an agreement, with the Mailian Group Hangzhou Center officially launched. Both parties will leverage industrial and platform advantages to jointly conduct China-Africa resource matchmaking, brand globalization services, and market expansion. Second, China-Africa Bridge and the Ghana Industrial Association reached an official strategic cooperation agreement, establishing a long-term regular collaboration mechanism. Relying on the Ghana Industrial Association's local industry influence, it will provide Chinese enterprises with market access, channel resources, policy consultation, and market endorsement for their Ghana market entry — opening an official pathway for Chinese brands into the West African market.
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03 主题演讲：构建高质量出海生态 | Keynote: Building High-Quality Going-Global Ecosystem
脉链集团董事长徐伟强表示，当下中国迎来AI迭代新周期，而非洲正处于城市化、工业化起步阶段，发展格局堪比上世纪90年代的中国，迫切需要中国成熟供应链赋能输出。他划分全球三大供应链价值层级，倡导中国企业从传统制造商转型为产业销售服务商，以"资本+平台+产业园"模式实现从产品输出到生态服务的跨越，并指出AI可作为信息枢纽，替代高端人力解决跨境专业难题。
Xu Weiqiang, Chairman of Mailian Group, stated that China is currently entering a new cycle of AI iteration, while Africa is in the early stages of urbanization and industrialization. Africa's development landscape is comparable to China in the 1990s, with an urgent need for the empowering export of China's mature supply chains. He outlined three global supply chain value tiers, advocating that Chinese enterprises transform from traditional manufacturers to industrial sales service providers — achieving the leap from product export to ecosystem services through a "Capital + Platform + Industrial Park" model. He further noted that AI can serve as an information hub, replacing high-end human resources to solve cross-border professional challenges.
浙江工商大学中非经贸研究院院长赵浩兴回顾中非桥十年深耕历程，坚守打造有温度、有担当、高质量品牌出海体系的初心。他引用最新外贸数据：一季度中国对非出口暴涨32%，义乌对非贸易增幅达49.9%，对比其他市场形成鲜明反差。他直言传统"拉货叫卖"粗放模式难以为继，倡导推行"工厂换市场"KT模式，以投资建厂换取市场准入红利；提出"大品牌"全新理念，强调品牌不仅要有标识，更要有过硬品质、完善服务体系与本土化生态加持，并预告将在南非布局产教融合小镇，以教育、就业、创业、企业、生态五位一体模式，助力中企长久扎根非洲。
Professor Zhao Haoxing, Dean of ZJGSU China-Africa Economic & Trade Research Institute, reviewed China-Africa Bridge's decade-long deep cultivation journey, upholding the original aspiration of building a warm, responsible, and high-quality brand globalization system. He cited the latest foreign trade data: China's Q1 exports to Africa surged 32%, with Yiwu's Africa trade growth reaching 49.9% — a sharp contrast to other markets. He stated bluntly that the traditional extensive "hauling goods and hawking" model is unsustainable, advocating the "Factory-for-Market" KT model — using investment in local factories to unlock market access dividends. He proposed the new "Big Brand" concept, emphasizing that a brand must have not only a logo but also superior quality, a complete service system, and localized ecosystem support. He also previewed the upcoming "Industry-Education Integration Town" in South Africa — a five-in-one model of education, employment, entrepreneurship, enterprise, and ecosystem — to help Chinese enterprises take lasting root in Africa.
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04 国别推介与展会信息发布 | Country Promotion & Exhibition Info Release
加纳驻华公使Dr. Richmond Afotey Okle详实解读加纳市场基本面：GDP达1120亿美元，人口平均年龄仅21岁，识字率79%，人均GDP 2405美元，稳居西非第二大消费市场。他介绍了加纳市场优势、重点合作领域与投资扶持政策，从产业园区、基建项目到农业科技、绿色能源，开放多元合作赛道，欢迎企业借助中非桥平台及加纳工业协会渠道精准对接本土资源。
Dr. Richmond Afotey Okle, Minister-Counselor of the Embassy of Ghana in China, gave a detailed interpretation of Ghana's market fundamentals: GDP of USD 112 billion, median population age of only 21, literacy rate of 79%, and per-capita GDP of USD 2,405 — firmly the second-largest consumer market in West Africa. He introduced Ghana's market advantages, key cooperation sectors, and investment support policies — from industrial parks and infrastructure projects to agricultural technology and green energy — opening diversified cooperation tracks. Enterprises are welcome to use the China-Africa Bridge platform and Ghana Industrial Association channels for precise matching with local resources.
中非桥总裁易虎正式发布第五届中非经贸西湖大会筹备信息：大会定于2026年11月18—20日在杭州大会展中心举办，聚焦中国五金机电机械跨境出海主题，计划集结600家参展企业、邀约1000名非洲精准采购商。依托工程机械、机电产品对非出口高增长态势，设置五大分论坛、四大赛道精准对接，并同步开展出海品牌评选、千人主论坛等重磅活动。
Yi Hu, President of China-Africa Bridge, officially released information on the 5th China-Africa Economic & Trade Xihu Conference: the conference is scheduled for November 18–20, 2026 at the Hangzhou Convention & Exhibition Center, focusing on the cross-border globalization of China's hardware, electromechanical, and machinery industries. It plans to assemble 600 exhibiting enterprises and invite 1,000 precise African buyers. Relying on the high-growth momentum of construction machinery and electromechanical product exports to Africa, five sub-forums and four major tracks for precise matchmaking will be set up, together with blockbuster events including going-global brand selection and a 1,000-attendee main forum.
湖南省会展集团曹露推介中非经贸博览会走进非洲摩洛哥、南非两大专场活动，依托国家级展会平台与政策扶持，助力企业集群出海、低成本开拓北非与南部非洲市场。中非桥将全程联动组织企业参展、对接当地资源。
Cao Lu of Hunan Provincial Exhibition Group promoted the major events of the China-Africa Economic & Trade Expo entering Morocco and South Africa, relying on national-level exhibition platforms and policy support to help enterprises achieve cluster globalization and low-cost market development in North and Southern Africa. China-Africa Bridge will provide full linkage and organization for enterprises to exhibit and match with local resources.
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05 圆桌对话：中非经贸现状、成功要素与风险规避 | Roundtable: Status, Success Factors & Risk Mitigation
本次圆桌对话由杨轶清教授主持，杭萧钢构、浙师大非洲研究院、天奥电梯、杭州沛荣集团、临沂批发商联合会及非洲留学生、创业者等多位嘉宾共聚一堂，以水温隐喻生动研判中非经贸热度，一致看好非洲市场长期潜力，同时正视认知偏差、风险顾虑等现实问题。
This roundtable dialogue was moderated by Professor Yang Yiqing. Guests from Hangxiao Steel Structure, Zhejiang Normal University Africa Research Institute, Tianao Elevator, Hangzhou Peirong Group, Linyi Wholesale Merchants Association, African international students, and entrepreneurs gathered together. Using a water-temperature metaphor, they vividly assessed the "heat" of China-Africa economic and trade, unanimously optimistic about the long-term potential of the African market while forthrightly acknowledging realistic challenges such as cognitive bias and risk concerns.
嘉宾们凝练出海成功核心经验：深耕专业人才培养、吃透国内政策与非洲本土需求、坚持产品与运营本地化适配、甄选靠谱本土合作伙伴、敢于先行试水、深度调研市场行情，聚焦建材、日用消费品等刚需赛道精准布局。
The guests distilled core experiences for successful globalization: deeply cultivate professional talent development; thoroughly understand domestic policies and African local demand; persist with product and operational localization adaptation; carefully select reliable local partners; dare to pilot and test the waters first; conduct deep market research; and focus on precise layout in rigid-demand tracks such as building materials and daily consumer goods.
同时共同梳理出海避坑要点：严守经营合规与环保底线、提前防范制度合规及地缘政治风险、依托专业平台把控资产安全、严格遵守产品认证规则、审慎筛选合作人脉、优选核心城市布局落位，为企业赴非发展给出实战可循的行动指南。
Simultaneously, they jointly outlined key points for avoiding pitfalls in going global: strictly uphold operational compliance and environmental bottom lines; proactively guard against institutional compliance and geopolitical risks; rely on professional platforms to control asset security; strictly comply with product certification rules; prudently screen cooperation networks; and preferentially select core cities for layout and positioning — providing enterprises with a practical, actionable guide for Africa-bound development.
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06 大会圆满落幕 共绘中非合作新蓝图 | Conclusion: A New Blueprint for China-Africa Cooperation
本次2026中国品牌出海非洲大会的圆满举办，既是第十个中国品牌日的重磅献礼，也是中非桥|拉非客十年深耕中非经贸、坚守服务初心的重要见证。十年来，中非桥|拉非客始终以"搭建中非经贸服务桥梁，打造中非青年创客平台"为战略使命，发挥"智库+运营"优势，持续升级中非数字服务平台、深化战略合作布局、落地系列国别展会与企业走访活动。
The successful holding of the 2026 China Brand Going Global to Africa Conference is both a significant tribute to the 10th China Brand Day and an important testament to China-Africa Bridge's decade-long deep commitment to China-Africa economic and trade and its steadfast service mission. Over the past ten years, China-Africa Bridge has consistently taken "building a China-Africa economic and trade service bridge and creating a China-Africa youth maker platform" as its strategic mission, leveraging "think tank + operations" advantages to continuously upgrade the China-Africa digital service platform, deepen strategic cooperation layouts, and implement a series of country-specific exhibitions and enterprise visit activities.
展望未来，我们将继续坚守初心，助力更多中国品牌乘风破浪、情动非洲，在"一带一路"倡议下书写中非经贸合作高质量发展的崭新篇章！
Looking ahead, China-Africa Bridge will continue to uphold its original mission, helping more Chinese brands ride the winds and waves and touch the hearts of Africa, writing a new chapter of high-quality development in China-Africa economic and trade cooperation under the "Belt and Road" Initiative!
中非桥|拉非客 · China-Africa Bridge | LaFeiKe
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