ARFF 对接深零售协 ARFF Connects Shenzhen Retail Association

2026年5月15日，东盟零售连锁与特许经营联合会（ARFF）大湾区办公室高层代表一行到访深圳市零售商业行业协会，与深圳市智慧零售协会、深圳市连锁经营协会执行会长谢永明开展座谈交流。双方围绕东盟与粤港澳大湾区零售产业协同、品牌出海、智慧零售技术共享、跨境资源对接等议题深入沟通，共同推动区域零售行业融合发展。

On May 15, 2026, senior representatives of the ASEAN Retail Chain and Franchise Federation (ARFF) Greater Bay Area Office visited the Shenzhen Retail Business Association and held symposium exchanges with Xie Yongming, Executive President of Shenzhen Smart Retail Association and Shenzhen Chain Store Association. The two sides conducted in-depth communication on topics including retail industry coordination between ASEAN and the Guangdong-Hong Kong-Macao Greater Bay Area, brand globalization, smart retail technology sharing, and cross-border resource matching, jointly promoting integrated development of the regional retail industry.

深圳市零售商业行业协会成立于1997年，与深圳市智慧零售协会、深圳市连锁经营协会一体化运营，会员企业超1000家，覆盖商超、百货、便利店、购物中心等全业态，会员年销售规模大，是深圳零售领域重要行业组织。协会长期承办消费促进活动，打造城市消费品牌，主办行业专业峰会，参与行业标准建设，在推动行业数字化、智能化转型方面发挥积极作用。

Founded in 1997, the Shenzhen Retail Business Association operates integrally with the Shenzhen Smart Retail Association and Shenzhen Chain Store Association. With over 1,000 member enterprises covering all formats including supermarkets, department stores, convenience stores, and shopping centers, and large annual sales scale of members, it is an important industry organization in Shenzhens retail sector. The association has long undertaken consumption promotion activities, built urban consumption brands, hosted industry professional summits, participated in industry standard construction, and played an active role in promoting digital and intelligent transformation of the industry.

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行业组织，业务网络覆盖东盟多国及中国、印度、中东等地区，与相关国家经贸促进机构保持合作。联合会致力于推动区域零售行业发展，搭建国际交流平台，举办行业展会与评选活动，服务区域商业互联互通。

The ASEAN Retail Chain and Franchise Federation (ARFF) was registered and established in Malaysia in 2009. It is an industry organization in the retail chain and franchise sector in the ASEAN region, with a business network covering multiple ASEAN countries and regions such as China, India, and the Middle East, and maintaining cooperation with economic and trade promotion agencies of relevant countries. The federation is committed to promoting regional retail industry development, building international exchange platforms, holding industry exhibitions and selection activities, and serving regional business connectivity.

座谈中，谢永明会长介绍了深圳零售行业发展情况、协会运营成果及在智慧零售、品牌培育、供应链建设等方面的实践经验。他表示，深圳零售产业基础完善、品牌集聚度高、数字技术应用成熟，随着RCEP生效实施，深圳零售品牌出海东盟具备良好基础与广阔空间。

During the symposium, President Xie Yongming introduced the development of Shenzhens retail industry, association operation achievements, and practical experience in smart retail, brand cultivation, and supply chain construction. He stated that Shenzhens retail industry has a solid foundation, high brand concentration, and mature digital technology applications. With the implementation of RCEP, Shenzhen retail brands have a good foundation and broad space for global expansion to ASEAN.

ARFF大湾区办公室代表介绍了联合会组织架构、东盟零售市场发展趋势及大湾区办公室服务职能。当前东盟零售市场增长稳健，连锁化、品牌化、数字化需求持续提升，希望引入中国成熟经验与资源，助力本地行业升级。ARFF大湾区办公室将为中国企业出海东盟提供市场咨询、渠道对接、合规支持等服务。

Representatives of the ARFF Greater Bay Area Office introduced the federations organizational structure, ASEAN retail market development trends, and service functions of the Greater Bay Area Office. Currently, the ASEAN retail market is growing steadily, with continuously increasing demand for chain operation, branding, and digitalization. It hopes to introduce Chinas mature experience and resources to help local industry upgrading. The ARFF Greater Bay Area Office will provide services such as market consulting, channel matching, and compliance support for Chinese enterprises global expansion to ASEAN.

双方就搭建跨境资源对接平台、联合举办行业活动、开展品牌出海服务、共享智慧零售技术等方向交换意见，并对中马商务考察、行业奖项申报、跨境供应链合作等具体事项进行探讨。

The two sides exchanged views on directions including building cross-border resource matching platforms, jointly hosting industry activities, providing brand globalization services, and sharing smart retail technologies, and discussed specific matters such as China-Malaysia business inspection, industry award application, and cross-border supply chain cooperation.

双方表示，此次对接契合区域经济一体化发展趋势，有助于深化深圳与东盟零售行业交流，为中国企业拓展东盟市场、东盟行业借鉴中国经验搭建桥梁。未来，双方将持续保持沟通，推动合作落地，促进两地零售行业高质量发展。

Both sides stated that this connection aligns with the regional economic integration development trend, helping to deepen retail industry exchanges between Shenzhen and ASEAN, and building bridges for Chinese enterprises to expand ASEAN markets and for ASEAN industries to learn from Chinese experience. In the future, both sides will maintain continuous communication, promote cooperation implementation, and facilitate high-quality development of the retail industry in both regions.

座谈尾声，ARFF大湾区办公室邀请谢永明会长前往ARFF中国大湾区办公室参观交流，进一步细化合作事项，推动区域产业合作走深走实。

At the end of the symposium, the ARFF Greater Bay Area Office invited President Xie Yongming to visit the ARFF China Greater Bay Area Office for exchanges, further refining cooperation matters and promoting regional industrial cooperation to go deeper and more solid.

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，是服务东盟地区零售连锁与特许经营行业的国际行业组织，致力于推动区域零售行业增长与跨国交流合作，搭建企业跨区域合作与资源对接平台。

The ASEAN Retail Chain and Franchise Federation (ARFF) was registered in Malaysia in 2009. It is an international industry organization serving the retail chain and franchise industry in the ASEAN region, committed to promoting regional retail industry growth and cross-border exchange and cooperation, and building platforms for enterprise cross-regional cooperation and resource matching.

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，是亚太地区重要的自由贸易协定，旨在推动区域内贸易投资自由化便利化，促进区域产业链供应链互联互通，为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 an important free trade agreement in the Asia-Pacific region, aiming to promote liberalization and facilitation of trade and investment within the region, enhance connectivity of regional industrial and supply chains, and provide institutional support for cross-border commerce and industrial cooperation.

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