ARFF 助力深商出海 ARFF Empowers Shenzhen Enterprises

2026年5月20日，由深圳市商业联合会主办的深商产业融合会"出海新航线·资产新价值"主题沙龙在深圳成功举办。丰麒集团作为深圳市商业联合会副会长单位、东盟零售连锁与特许经营联合会（ARFF）大湾区运营主体，受主办方委托全程主持本次活动，依托ARFF国际行业平台资源，围绕企业跨境发展、东盟市场布局等议题开展交流，助力大湾区企业把握出海机遇、对接跨境合作资源。

On May 20, 2026, the "New Global Expansion Routes · New Asset Value" themed salon of Shenzhen Enterprise Industry Integration Conference, hosted by the Shenzhen General Chamber of Commerce, was successfully held in Shenzhen. As the Vice President Unit of the Shenzhen General Chamber of Commerce and the Greater Bay Area operating entity of the ASEAN Retail Chain and Franchise Federation (ARFF), Fengqi Group was entrusted by the organizer to host the entire event. Leveraging ARFFs international industry platform resources, exchanges were conducted on topics such as enterprise cross-border development and ASEAN market layout, helping Greater Bay Area enterprises seize global expansion opportunities and connect with cross-border cooperation resources.

深圳市商业联合会是深圳5A级综合性商协会，深耕产业服务领域，汇聚会员企业5000余家，覆盖实体经济、跨境商贸、高新技术等重点领域。协会长期聚焦企业全球化发展需求，常态化开展跨境赋能、资源对接、产业交流等活动，是深圳企业链接国际市场、开展海外布局的重要服务平台。

The Shenzhen General Chamber of Commerce is a 5A-level comprehensive business association in Shenzhen, deeply engaged in industrial services, with over 5,000 member enterprises covering key sectors such as real economy, cross-border commerce, and high technology. The association has long focused on the globalization development needs of enterprises, regularly conducting cross-border empowerment, resource matching, and industry exchange activities, serving as an important service platform for Shenzhen enterprises to connect with international markets and carry out overseas expansion.

丰麒集团长期深耕大湾区与东盟跨境产业合作领域，具备跨境商务服务、产业对接、生态空间运营等综合服务能力。作为深圳市商业联合会副会长单位，集团立足大湾区产业优势，专注搭建区域跨境合作桥梁；同时承担ARFF大湾区落地运营工作，负责平台在粤港澳大湾区的业务推进、企业服务与行业交流活动落地，是ARFF对接中国内地市场的重要运营主体。

Fengqi Group has long been deeply engaged in cross-border industrial cooperation between the Greater Bay Area and ASEAN, possessing comprehensive service capabilities in cross-border business services, industry matching, and ecological space operation. As the Vice President Unit of the Shenzhen General Chamber of Commerce, the Group, based on the industrial advantages of the Greater Bay Area, focuses on building regional cross-border cooperation bridges. Meanwhile, it undertakes the localized operation of ARFF in the Greater Bay Area, responsible for business promotion, enterprise services, and industry exchange activities in the Guangdong-Hong Kong-Macao Greater Bay Area, serving as an important operating entity for ARFF to connect with the Chinese mainland market.

东盟零售连锁与特许经营联合会（ARFF）2009年在马来西亚注册成立，是东盟地区零售、连锁与特许经营领域的国际行业组织。业务网络覆盖东盟十国及中国、印度、中东等重点经贸区域，与东盟各国经贸促进机构、行业组织保持合作，致力于推动区域零售产业升级、跨境企业交流与商贸互联互通，为中外企业跨境布局、市场合作提供专业支持。

The ASEAN Retail Chain and Franchise Federation (ARFF) was registered and established in Malaysia in 2009. It is an international industry organization in the retail, chain, and franchise sectors in the ASEAN region. Its business network covers the ten ASEAN countries and key economic and trade regions such as China, India, and the Middle East. It maintains cooperation with economic and trade promotion agencies and industry organizations in various ASEAN countries, committed to promoting regional retail industry upgrading, cross-border enterprise exchanges, and business connectivity, providing professional support for Chinese and foreign enterprises in cross-border layout and market cooperation.

活动现场，深圳市商业联合会驻会副会长徐佳华发表致辞。他表示，随着国内市场迭代升级，企业出海正从传统产品、产能输出，逐步转向品牌、资本、管理等多维国际化布局。东盟市场消费潜力较大、产业互补性较强，是大湾区企业拓展海外市场的重点方向。深商会将持续发挥平台优势，深化与ARFF的联动合作，为深圳企业出海发展提供支持。

At the event, Xu Jiahua, Resident Vice President of the Shenzhen General Chamber of Commerce, delivered a speech. He stated that with the iterative upgrading of the domestic market, enterprise global expansion is gradually shifting from traditional product and production capacity output to multi-dimensional international layout in terms of brand, capital, and management. The ASEAN market has great consumption potential and strong industrial complementarity, making it a key direction for Greater Bay Area enterprises to expand overseas markets. The Shenzhen General Chamber of Commerce will continue to leverage its platform advantages, deepen linkage cooperation with ARFF, and provide support for Shenzhen enterprises global expansion and development.

ARFF大湾区办公室相关负责人在活动中介绍，当前东盟零售市场稳步发展，连锁化、品牌化、数字化提升需求明显，希望引入中国成熟产业经验、运营模式与供应链资源。依托丰麒集团在大湾区的运营基础，ARFF正逐步搭建大湾区及中国企业出海服务体系，开展行业交流、资源匹配、项目对接等服务，支持企业稳妥推进东盟市场布局。

Relevant负责人 of the ARFF Greater Bay Area Office introduced at the event that the ASEAN retail market is currently developing steadily, with obvious demand for improvement in chain operation, branding, and digitalization. It hopes to introduce Chinas mature industrial experience, operation models, and supply chain resources. Relying on Fengqi Groups operational foundation in the Greater Bay Area, ARFF is gradually building a global expansion service system for Greater Bay Area and Chinese enterprises, conducting services such as industry exchanges, resource matching, and project docking to support enterprises in steadily advancing ASEAN market layout.

本次沙龙聚焦企业出海转型趋势，围绕海外资产配置、跨境项目落地、合规风险管控、海外市场运营等议题开展交流。活动特邀产业地产、涉外法律服务、前海官方出海服务平台等专业机构参与分享，从海外资产运营、跨境合规风控、一站式出海政务服务等角度，为企业提供实操参考，帮助企业提升跨境经营风险防范能力。

This salon focused on the transformation trends of enterprise global expansion, conducting exchanges on topics such as overseas asset allocation, cross-border project localization, compliance risk management, and overseas market operation. Professional institutions including industrial real estate, foreign-related legal services, and Qianhais official global expansion service platform were specially invited to participate and share, providing practical references for enterprises from perspectives of overseas asset operation, cross-border compliance risk control, and one-stop global expansion government services, helping enterprises enhance cross-border business risk prevention capabilities.

在自由交流与对接环节，来自跨境电商、高端制造、医疗器械、零售服务等领域的企业代表，围绕东盟市场布局、海外运营管理、跨境资源合作等内容进行务实探讨。

In the free exchange and matching session, enterprise representatives from fields such as cross-border e-commerce, high-end manufacturing, medical devices, and retail services conducted pragmatic discussions on ASEAN market layout, overseas operation management, and cross-border resource cooperation.

与会人士表示，本次沙龙契合RCEP区域经济一体化发展趋势，有助于打通大湾区企业与东盟市场的信息与资源对接渠道，为企业明晰海外布局路径、强化合规经营、对接跨境合作资源提供了务实支持。同时，本次活动进一步深化了ARFF、丰麒集团与深圳市商业联合会的合作基础，为后续常态化开展产业赋能、推动大湾区与东盟产业协同创造了有利条件。

Participants stated that this salon aligns with the RCEP regional economic integration development trend, helping to open up information and resource matching channels between Greater Bay Area enterprises and the ASEAN market, providing pragmatic support for enterprises to clarify overseas layout paths, strengthen compliant operations, and connect with cross-border cooperation resources. Meanwhile, this event further deepened the cooperation foundation among ARFF, Fengqi Group, and the Shenzhen General Chamber of Commerce, creating favorable conditions for subsequent regular industrial empowerment and promoting industrial collaboration between the Greater Bay Area and ASEAN.

下一步，ARFF将继续依托丰麒集团在大湾区的运营优势，深化与深圳市商业联合会的合作，完善跨境企业服务体系，通过常态化举办行业沙龙、商务交流、资源对接等活动，搭建大湾区与东盟双向合作平台，助力更多企业合规、稳健开拓东盟市场，推动中国与东盟零售产业、跨境商贸交流合作持续深化。

In the next step, ARFF will continue to rely on Fengqi Groups operational advantages in the Greater Bay Area, deepen cooperation with the Shenzhen General Chamber of Commerce, improve the cross-border enterprise service system, and build a two-way cooperation platform between the Greater Bay Area and ASEAN through regular industry salons, business exchanges, and resource matching activities, helping more enterprises expand the ASEAN market in a compliant and steady manner, and promoting the continuous deepening of exchange and cooperation in the retail industry and cross-border commerce between China and ASEAN.

东盟零售连锁与特许经营联合会（ARFF）简介

About ASEAN Retail Chain and Franchise Federation (ARFF)

东盟零售连锁与特许经营联合会（ARFF）2009年在马来西亚注册成立，是服务于东盟地区零售、连锁与特许经营领域的国际行业组织，业务覆盖东盟十国及中国、印度、中东等重点经贸区域，主要推动区域零售产业发展、跨国企业交流与商贸互联互通，为中外企业提供市场对接、合作促进等专业服务。

The ASEAN Retail Chain and Franchise Federation (ARFF) was registered and established in Malaysia in 2009. It is an international industry organization serving the retail, chain, and franchise sectors in the ASEAN region, with business covering the ten ASEAN countries and key economic and trade regions such as China, India, and the Middle East. It mainly promotes regional retail industry development, multinational enterprise exchanges, and business connectivity, providing professional services such as market matching and cooperation promotion for Chinese and foreign enterprises.

区域全面经济伙伴关系协定（RCEP）简介

About Regional Comprehensive Economic Partnership (RCEP)

区域全面经济伙伴关系协定（RCEP）由东盟十国及中国、日本、韩国、澳大利亚、新西兰共同签署，是亚太地区规模较大的自由贸易协定，旨在推动区域内贸易投资自由化便利化，促进产业链供应链互联互通，为区域跨境商贸与产业合作提供制度支撑。

The Regional Comprehensive Economic Partnership (RCEP) was jointly signed by the ten ASEAN countries, China, Japan, South Korea, Australia, and New Zealand. It is a large-scale free trade agreement in the Asia-Pacific region, aiming to promote liberalization and facilitation of trade and investment within the region, enhance connectivity of industrial and supply chains, and provide institutional support for regional cross-border commerce and industrial cooperation.

深圳市商业联合会(SGCC) 简介

About Shenzhen General Chamber of Commerce (SGCC)

深圳市商业联合会（简称深商联，英文缩写SGCC）成立于2005年12月22日，是经深圳市民政局登记注册、具有独立法人资格的非营利性综合型商会，获评深圳市5A级社会组织、全国先进社会组织、全国工商联"四好商会"及福布斯中国50强商会。深商联以服务企业、服务企业家为宗旨，秉持"服务赢得尊重、创新成就未来"理念，拥有4200余家各行业领军企业会员，会员资产总规模超20万亿元，下设8大协会、15大产业联盟与10个海外服务中心，构建起跨行业、跨区域、国际化的商会服务生态，核心提供政策对接、政企沟通、产业服务、商务考察、会展交流、品牌培育、信用建设、投融资对接、海内外资源链接及中小企业服务等支持，长期参与深圳营商环境优化与城市商业生态建设，是深圳企业开展国内外经贸合作、链接全球资源的重要平台。

The Shenzhen General Chamber of Commerce (abbreviated as SGCC) was established on December 22, 2005. It is a non-profit comprehensive chamber of commerce with independent legal personality registered with the Shenzhen Civil Affairs Bureau, and has been awarded as Shenzhen 5A-level Social Organization, National Advanced Social Organization, "Four Good Chamber of Commerce" by the All-China Federation of Industry and Commerce, and Forbes China Top 50 Chambers of Commerce. With the mission of serving enterprises and entrepreneurs, SGCC adheres to the philosophy of "Service Wins Respect, Innovation Achieves the Future". It has more than 4,200 leading enterprise members from various industries, with total member assets exceeding 20 trillion yuan. It has 8 subordinate associations, 15 industrial alliances, and 10 overseas service centers, building a cross-industry, cross-regional, and international chamber of commerce service ecosystem. It mainly provides support in policy docking, government-enterprise communication, industrial services, business inspection, exhibition and exchange, brand cultivation, credit building, investment and financing docking, domestic and overseas resource linking, and SME services. It has long participated in optimizing Shenzhens business environment and urban business ecosystem construction, serving as an important platform for Shenzhen enterprises to carry out domestic and foreign economic and trade cooperation and connect with global resources.

丰麒集团

Fengqi Group