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美媒感慨:从耐克到通用汽车 美国品牌为何在中国不吃香了_我的网站

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An exhibitor showcases Ethiopian coffee beans at the 2026 Dianchi International Coffee Culture Carnival in Kunming, Southwest China's Yunnan Province, on August 9, 2026. Photo: VCG
    An exhibitor showcases Ethiopian coffee beans at the 2026 Dianchi International Coffee Culture Carnival in Kunming, Southwest China's Yunnan Province, on August 9, 2026. Photo: VCG It has been three months since China becomes the first major economy to grant unilateral, comprehensive zero-tariff treatment to all African countries with which it maintains diplomatic relations, as well as all least developed countries having diplomatic ties with China. Effective May 1, China extended the favorable policy to 53 African countries. Two African diplomats stationed in China have shared with the Global Times about the benefits of China's policy, particularly in trade of coffee, as well as China's exemplary role in promoting cooperation among Global South countries.
Aziza Geleta, Deputy Head of Mission of the Ethiopian Embassy in China Photo: Courtesy of the Ethiopian Embassy in China
    Aziza Geleta, Deputy Head of Mission of the Ethiopian Embassy in China Photo: Courtesy of the Ethiopian Embassy in China Aziza Geleta, Deputy Head of Mission of the Ethiopian Embassy in China, told the Global Times that the trade policy demonstrates China's commitment to strengthening mutually beneficial economic cooperation with Africa.
For Ethiopia, which is believed to be the birthplace of coffee, this initiative presents significant opportunities. 
"Coffee is not only our leading agricultural export but also an integral part of our cultural heritage. For centuries, Ethiopians have preserved a unique coffee tradition, where families and neighbors gather to prepare and share coffee in a ceremony that symbolizes hospitality and friendship in community," Geleta said. 
With improved market access, Ethiopian coffee exports to China are expected to grow substantially. China has become one of the world's fastest-growing coffee consumption markets and is now Ethiopia's third-largest coffee export destination, Geleta noted.
In 2025, China's coffee industry was valued at 354.9 billion yuan ($52.63 billion), up 13.3 percent year on year. Annual per capita consumption rose from 22.24 cups to 28.57 cups, while the value of coffee bean imports increased by 73.9 percent year on year, according to the 2026 China Urban Coffee Development Report released in July. 
The Ethiopian diplomat believes China's zero-tariff policy will enhance the competitiveness of Ethiopian coffee, increase export earnings, and encourage greater investment across the coffee value chain, including processing, packaging, branding, logistics and quality certification. 
Since July 20 this year, China has granted full market access to coffee beans meeting quarantine requirements from all African countries that have diplomatic ties with China. The full market access is regarded as a landmark achievement in China-Africa cooperation on agricultural market access.
Geleta said that Ethiopia warmly welcomes this landmark policy. Having joined China's zero-tariff arrangement in 2024, the East African country has already witnessed its positive impact on bilateral trade and economic cooperation.
"The policy goes beyond tariff preferences. It demonstrates a practical commitment to South-South cooperation based on mutual respect, shared development and win-win partnership," Geleta noted. 
It creates new opportunities for African countries to diversify exports, strengthen productive capacity and participate more actively in global value chains, the diplomat said. 
As members of the Global South, Ethiopia and China share a common vision of promoting inclusive and sustainable development. This zero-tariff initiative establishes a valuable benchmark for building agricultural trade rules that better reflect the development needs of emerging economies, she noted. 
It also complements the objectives of the FOCAC and the African Continental Free Trade Area (AfCFTA) by supporting greater regional integration and international market access, said Geleta. AfCFTA is a flagship initiative of the African Union designed to transform the continent into the world's largest free-trade area, per the AU.
From Geleta's observation, the market access granted by China is not merely a trade policy, but also a practical example of development cooperation that benefits ordinary people.
Coffee farming sustains millions of Ethiopian households, so greater access to China's market bears direct significance for poverty alleviation, rural advancement and national economic transformation. The policies foster steady demand for Ethiopian coffee, increasing farmer's earnings and bolstering rural community resilience, she said. Such gains closely echo the China-proposed Global Development Initiative, which emphasizes poverty reduction, food security, inclusive growth and sustainable development. 
The diplomat said Ethiopia welcomes Chinese investment in agricultural processing, cold-chain logistics, food manufacturing and value-added industries in Ethiopia. Such investment will support industrialization, technology transfer and job creation while strengthening resilient supply chains, Geleta added. 
Ambassador of Lesotho to China Mapaballo Lydia Mile Photo: Courtesy of the Embassy of the Kingdom of Lesotho in China
    Ambassador of Lesotho to China Mapaballo Lydia Mile Photo: Courtesy of the Embassy of the Kingdom of Lesotho in China Ambassador of Lesotho to China Mapaballo Lydia Mile told the Global Times that the zero-tariff policy since May is "a direct, tangible deliverable of the commitments made under the Forum on China-Africa Cooperation (FOCAC) framework. It transitions the rhetoric of 'win-win cooperation' into practical policy."
Mile said the policy provides a structured, phased approach to reducing trade difficulties and securing institutional guarantees. "It perfectly embodies the strong, historical foundations built through FOCAC over the years to forge a modernized, forward-looking economic future."
Amid comments saying that African countries still face challenges beyond tariffs, including logistics, standards and market-access capacity, Ambassador Mile of Lesotho said that tariff reduction is a necessary condition for trade expansion; however, more conditions are required to reach deals. 
Take Lesotho, a landlocked country, for instance. The country faces acute logistical hurdles and high transport costs. Complying with sanitary and phytosanitary measures, as well as quality standards remains a massive challenge for many enterprises in Lesotho. 
To fully benefit from the favorable tariff policy, Mile pointed to systemic technical support for African exporters, targeted investments in agro-processing, and enhanced trade facilitation. 
"Initiatives recently introduced by China Customs, such as the 'Green Channel 2.0' for agricultural products and expanding authorized economic operator mutual recognition capacity building, are exactly the types of institutional support needed to overcome the non-tariff barriers," she elaborated. 
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快科技8月23日消息,据报道,近期,美国消费者新闻与商业频道(CNBC)发文称,耐克、星巴克、通用汽车等多个深耕中国市场多年的美国品牌,近年相继出现市场份额下滑、营收萎缩、增长停滞等问题。运动服饰领域方面,数据显示,自2021年以来,耐克中国业务规模缩水约30%,营收跌至近八年最低。但国内的运动消费市场却在持续扩容,全民健身热潮带动行业规模十年翻倍。

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美媒感慨:从耐克到通用汽车 美国品牌为何在中国不吃香了市场需求稳步增长的背景下,安踏、李宁等本土品牌凭借贴合国人审美的产品设计、高效灵活的供应链以及精准的本土化营销快速崛起,逐步抢占市场份额。而耐克固守全球统一的运营模式,难以适配国内消费市场的快速迭代,市场竞争力持续弱化。

三 | 此外,曾长期垄断国内高端咖啡市场的星巴克,如今优势也不复存在了。瑞幸咖啡依托数字化运营、平价定位和外卖模式迅速扩张,门店数量已是星巴克的三倍有余,精准俘获主流消费群体。

美媒感慨:从耐克到通用汽车 美国品牌为何在中国不吃香了汽车行业的市场更迭最为彻底。曾在华年利润超20亿美元的通用汽车,如今已连续两年在华亏损。国内汽车市场全面迈向新能源、智能化时代,新能源汽车渗透率已超六成。

四 | 比亚迪、理想、小鹏等本土车企紧跟产业趋势,在智能座舱、辅助驾驶、产品迭代速度上优势显著。而通用等传统美企固守原有发展模式,未能跟上国内产业变革节奏,产品与市场主流需求严重脱节。

美媒感慨:从耐克到通用汽车 美国品牌为何在中国不吃香了

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