温商东盟出海达成 Wenzhou Entrepreneurs ASEAN Cooperation

近日，宁波市政协常委、宁波市温州商会会长陈昌海与丰麒集团董事长、ARFF联合会大中华区主席卢朋举行合作会谈。双方围绕宁波温商企业出海、东盟市场拓展、马来西亚清真产业合作、商会资源与国际平台联动等议题进行了深入交流，并就共同推进"宁波温商东盟出海三层合作方案"达成原则共识。 Recently, Chen Changhai, Member of the Standing Committee of Ningbo Municipal Political Consultative Conference and President of Ningbo Wenzhou Chamber of Commerce, held a cooperation meeting with Lu Peng, Chairman of Fengqi Group and Chairman of ARFF Federation Greater China. The two sides conducted in-depth exchanges on topics including Ningbo Wenzhou enterprises global expansion, ASEAN market development, Malaysia halal industry cooperation, and linkage between chamber of commerce resources and international platforms, and reached consensus in principle on jointly promoting the "Three-Tier Cooperation Plan for Ningbo Wenzhou Entrepreneurs ASEAN Global Expansion".

根据会谈共识，宁波市温州商会与ARFF联合会大中华区办公室拟共同推进相关合作事项，由丰麒集团作为具体承办单位，负责后续方案细化、资源对接、企业服务、项目落地和执行推进。

Based on the meeting consensus, Ningbo Wenzhou Chamber of Commerce and ARFF Federation Greater China Office plan to jointly promote relevant cooperation matters, with Fengqi Group as the specific implementing unit responsible for subsequent plan refinement, resource matching, enterprise services, project localization, and execution promotion.

一、以东盟为重要方向，助力宁波温商拓展国际市场

I. Taking ASEAN as an Important Direction to Help Ningbo Wenzhou Entrepreneurs Expand International Markets

宁波温商是中国民营经济的重要力量，长期以来在制造业、国际贸易、供应链服务、品牌经营、市场开拓等领域积累了深厚基础。随着全球产业链供应链格局调整，以及中国企业出海需求持续增强，如何帮助更多宁波温商企业高效、合规、可持续进入东盟市场，成为双方共同关注的重要课题。

Ningbo Wenzhou entrepreneurs are an important force in Chinas private economy, having long accumulated solid foundations in manufacturing, international trade, supply chain services, brand management, and market development. With the adjustment of the global industrial and supply chain landscape and the continuously increasing demand for Chinese enterprises global expansion, how to help more Ningbo Wenzhou enterprises enter the ASEAN market efficiently, compliantly, and sustainably has become an important topic of mutual concern.

会谈中，双方认为，东盟市场人口规模大、消费潜力强、产业承接能力不断提升，特别是马来西亚作为东盟重要经济体，在清真产业、国际贸易、港口物流、产业园区、跨境服务等方面具备较强区位优势。以马来西亚为支点，推动宁波温商企业进入东盟、链接伊斯兰市场、拓展国际增长空间，具有现实意义和长期价值。

During the meeting, both sides agreed that the ASEAN market has a large population scale, strong consumption potential, and continuously improving industrial undertaking capacity. In particular, Malaysia, as an important ASEAN economy, has strong geographical advantages in halal industry, international trade, port logistics, industrial parks, and cross-border services. Taking Malaysia as a fulcrum to promote Ningbo Wenzhou enterprises to enter ASEAN, connect with Islamic markets, and expand international growth space has practical significance and long-term value.

卢朋董事长表示，丰麒集团近年来持续推进马来西亚及东盟布局，重点围绕清真产业、园区招商、国际贸易、品牌出海、供应链服务、跨境资源整合等方向构建服务体系。丰麒集团愿意依托自身在马来西亚及东盟市场的资源基础，为宁波温商企业提供更加系统、务实、可落地的出海服务。

Chairman Lu Peng stated that Fengqi Group has continuously promoted its layout in Malaysia and ASEAN in recent years, focusing on building a service system around halal industry, park investment attraction, international trade, brand globalization, supply chain services, and cross-border resource integration. Fengqi Group is willing to rely on its resource foundation in Malaysia and ASEAN markets to provide more systematic, pragmatic, and implementable global expansion services for Ningbo Wenzhou enterprises.

陈昌海会长表示，宁波市温州商会高度重视会员企业国际化发展，希望通过务实合作，帮助更多温商企业打开东盟市场，寻找新的增长空间。商会愿意发挥组织优势、企业资源优势和平台优势，与ARFF联合会大中华区办公室、丰麒集团共同探索面向东盟市场的合作机制。

President Chen Changhai stated that Ningbo Wenzhou Chamber of Commerce attaches great importance to the international development of member enterprises and hopes to help more Wenzhou enterprises open up the ASEAN market and find new growth space through pragmatic cooperation. The Chamber of Commerce is willing to leverage its organizational advantages, enterprise resource advantages, and platform advantages to jointly explore cooperation mechanisms for the ASEAN market with ARFF Federation Greater China Office and Fengqi Group.

二、三层合作方案形成原则共识

II. Consensus in Principle Reached on Three-Tier Cooperation Plan

围绕宁波温商东盟出海，双方重点讨论了三项合作方案，并原则同意作为后续合作推进的主要方向。

Focusing on Ningbo Wenzhou entrepreneurs ASEAN global expansion, the two sides focused on discussing three cooperation plans and agreed in principle to take them as the main directions for subsequent cooperation promotion.

方案一：共建"宁波温商东盟出海服务中心"

Plan 1: Jointly Establish "Ningbo Wenzhou Entrepreneurs ASEAN Global Expansion Service Center"

双方拟共同探索设立"宁波温商东盟出海服务中心"，面向宁波市温州商会会员企业及相关温商企业，提供东盟市场咨询、马来西亚落地服务、清真认证辅导、企业出海路径设计、产品市场测试、渠道对接、园区承接等综合服务。

The two sides plan to jointly explore the establishment of the "Ningbo Wenzhou Entrepreneurs ASEAN Global Expansion Service Center", providing comprehensive services for member enterprises of Ningbo Wenzhou Chamber of Commerce and related Wenzhou enterprises, including ASEAN market consulting, Malaysia localization services, halal certification guidance, enterprise global expansion pathway design, product market testing, channel matching, and park undertaking.

该服务中心拟由宁波市温州商会与ARFF联合会大中华区办公室共同推动，丰麒集团具体承办执行。服务中心将坚持"企业自愿参与、市场化运作、合规化推进、项目化落地"的原则，优先服务具备产品优势、制造能力、品牌基础和东盟市场拓展需求的企业。

This service center is planned to be jointly promoted by Ningbo Wenzhou Chamber of Commerce and ARFF Federation Greater China Office, with Fengqi Group as the specific implementing executor. The service center will adhere to the principles of "voluntary enterprise participation, market-oriented operation, compliant promotion, and project-based localization", prioritizing services for enterprises with product advantages, manufacturing capabilities, brand foundations, and ASEAN market expansion needs.

方案二：发起"世界温商东盟行·马来西亚首站"

Plan 2: Launch "World Wenzhou Entrepreneurs ASEAN Tour · Malaysia First Stop"

双方拟共同策划发起"世界温商东盟行·马来西亚首站"活动，组织宁波温商企业家赴马来西亚开展实地考察、政商交流、产业对接、园区调研、清真产业学习、渠道合作洽谈等活动。

The two sides plan to jointly plan and launch the "World Wenzhou Entrepreneurs ASEAN Tour · Malaysia First Stop" activity, organizing Ningbo Wenzhou entrepreneurs to conduct field inspections, government-business exchanges, industry matching, park research, halal industry learning, and channel cooperation negotiations in Malaysia.

活动将以"走进马来西亚、链接东盟市场、共建温商出海新通道"为主题，重点考察马来西亚清真产业体系、港口物流资源、产业园区平台、跨境贸易环境、消费市场渠道及相关政策环境，帮助企业家更加直观、系统地理解东盟市场。

The activity will be themed "Entering Malaysia, Connecting ASEAN Markets, Building New Channels for Wenzhou Entrepreneurs Global Expansion", focusing on inspecting Malaysias halal industry system, port logistics resources, industrial park platforms, cross-border trade environment, consumer market channels, and relevant policy environments, helping entrepreneurs understand the ASEAN market more intuitively and systematically.

丰麒集团将承担活动承办工作，负责马来西亚端资源协调、考察路线设计、政府及商协会对接、产业项目介绍、合作企业筛选和后续跟进服务。

Fengqi Group will undertake the organization of the activity, responsible for resource coordination on the Malaysia side, inspection route design, government and business association matching, industrial project introduction, cooperative enterprise screening, and follow-up services.

方案三：建立"温商清真产业供应链联盟"

Plan 3: Establish "Wenzhou Entrepreneurs Halal Industry Supply Chain Alliance"

双方拟进一步探索建立"温商清真产业供应链联盟"，推动中国温商优质制造能力与马来西亚清真产业体系、东盟消费市场和伊斯兰国家市场形成有效链接。

The two sides plan to further explore the establishment of the "Wenzhou Entrepreneurs Halal Industry Supply Chain Alliance", promoting effective connections between high-quality manufacturing capabilities of Chinese Wenzhou entrepreneurs and Malaysias halal industry system, ASEAN consumer markets, and Islamic country markets.

该联盟将重点围绕清真食品、预制菜、农产品、水产品、日化美妆、健康消费品、跨境电商、供应链服务、品牌出海等方向，推动企业开展清真认证、产品适配、渠道测试、品牌联名、海外仓储、园区入驻和本地化合作。

The alliance will focus on halal food, prepared dishes, agricultural products, aquatic products, daily chemicals and beauty products, health consumer goods, cross-border e-commerce, supply chain services, and brand globalization, promoting enterprises to conduct halal certification, product adaptation, channel testing, brand co-branding, overseas warehousing, park settlement, and localized cooperation.

双方认为，清真产业不是单一食品概念，而是涵盖食品、日化、美妆、医药健康、物流、金融、旅游、服务贸易等多领域的综合产业生态。宁波温商企业在制造、贸易、渠道和品牌方面具有较强基础，如能与马来西亚清真认证体系和东盟市场需求有效结合，将形成新的国际竞争力。

Both sides agreed that the halal industry is not a single food concept, but a comprehensive industrial ecosystem covering food, daily chemicals, beauty products, pharmaceutical health, logistics, finance, tourism, and service trade. Ningbo Wenzhou enterprises have strong foundations in manufacturing, trade, channels, and brands. If effectively combined with Malaysias halal certification system and ASEAN market demands, they will form new international competitiveness.

三、丰麒集团将作为具体承办单位推动落地

III. Fengqi Group Will Act as the Specific Implementing Unit to Promote Localization

根据会谈安排，丰麒集团将作为相关合作事项的具体承办单位，重点承担以下工作：

According to the meeting arrangements, Fengqi Group will act as the specific implementing unit for relevant cooperation matters, focusing on undertaking the following work:

一是协助建立双方工作对接机制，推动宁波市温州商会、ARFF联合会大中华区办公室及丰麒集团之间形成常态化沟通渠道；

First, assisting in establishing a work matching mechanism between the two sides, promoting the formation of regular communication channels among Ningbo Wenzhou Chamber of Commerce, ARFF Federation Greater China Office, and Fengqi Group;

二是协助梳理宁波温商企业东盟出海需求，形成首批企业调研清单和行业适配清单；

Second, assisting in sorting out the ASEAN global expansion needs of Ningbo Wenzhou enterprises, forming the first batch of enterprise research lists and industry adaptation lists;

三是围绕马来西亚市场准入、清真认证、产品测试、渠道对接、园区承接、品牌出海等内容，为企业提供初步评估和执行建议；

Third, providing enterprises with preliminary assessment and implementation suggestions on Malaysian market access, halal certification, product testing, channel matching, park undertaking, and brand globalization;

四是策划组织"世界温商东盟行·马来西亚首站"活动，推动考察交流从一般性访问转化为项目化、清单化、成果化合作；

Fourth, planning and organizing the "World Wenzhou Entrepreneurs ASEAN Tour · Malaysia First Stop" activity, promoting inspection and exchanges from general visits to project-based, list-based, and result-oriented cooperation;

五是推动形成若干示范项目，优先选择有产品、有市场、有供应链基础、有出海意愿的企业，开展东盟市场测试和落地服务。

Fifth, promoting the formation of several demonstration projects, prioritizing enterprises with products, markets, supply chain foundations, and global expansion willingness to conduct ASEAN market testing and localization services.

四、以务实合作推动温商出海新通道建设

IV. Promoting the Construction of New Channels for Wenzhou Entrepreneurs Global Expansion Through Pragmatic Cooperation

本次会谈是宁波温商资源、ARFF国际平台资源与丰麒集团东盟落地能力的一次务实对接。双方一致认为，企业出海不能停留在概念层面，更需要有市场、有场景、有服务、有承接平台、有持续执行能力的系统安排。

This meeting represents a pragmatic matching of Ningbo Wenzhou entrepreneur resources, ARFF international platform resources, and Fengqi Groups ASEAN localization capabilities. Both sides agreed that enterprise global expansion cannot remain at the conceptual level, but requires systematic arrangements with markets, scenarios, services, undertaking platforms, and sustainable execution capabilities.

未来，宁波市温州商会与ARFF联合会大中华区办公室将围绕"服务温商、链接东盟、共建平台、项目落地"的方向，持续推动相关合作事项。丰麒集团将按照具体承办单位的职责定位，进一步细化实施方案，推动企业筛选、活动组织、市场调研、项目对接和后续服务工作。

In the future, Ningbo Wenzhou Chamber of Commerce and ARFF Federation Greater China Office will continue to promote relevant cooperation matters around the direction of "Serving Wenzhou Entrepreneurs, Connecting ASEAN, Building Platforms Jointly, and Localizing Projects". Fengqi Group will further refine the implementation plan according to its responsibility positioning as the specific implementing unit, promoting enterprise screening, activity organization, market research, project matching, and follow-up service work.

此次合作的推进，将有助于宁波温商企业更好把握东盟市场机遇，拓展马来西亚及周边国家合作空间，探索从"产品出海"向"品牌出海、供应链出海、产业链出海、平台化出海"升级的新路径。

The advancement of this cooperation will help Ningbo Wenzhou enterprises better seize ASEAN market opportunities, expand cooperation space in Malaysia and neighboring countries, and explore new pathways for upgrading from "product globalization" to "brand globalization, supply chain globalization, industrial chain globalization, and platform-based globalization".

丰麒集团将继续发挥中国与东盟之间的桥梁作用，依托马来西亚和东盟资源，服务更多中国优秀民营企业走向国际市场，为推动中国企业高质量出海、促进中国—东盟经贸合作贡献力量。

Fengqi Group will continue to play a bridging role between China and ASEAN, relying on Malaysian and ASEAN resources to serve more outstanding Chinese private enterprises going global, contributing to promoting high-quality global expansion of Chinese enterprises and enhancing China-ASEAN economic and trade cooperation.

宁波市温州商会简介

About Ningbo Wenzhou Chamber of Commerce

一、基础概况

I. Basic Overview

宁波市温州商会（WenZhou chamber of commerce in NingBo，WCCN）2004年11月17日成立，是宁波市首家异地商会、全国第100家异地温州商会，为民政局登记注册的非营利社会团体法人，主管单位为宁波市工商联。

The Ningbo Wenzhou Chamber of Commerce (WCCN) was established on November 17, 2004. It is the first non-local chamber of commerce in Ningbo and the 100th non-local Wenzhou chamber of commerce in China. It is a non-profit social organization legal person registered with the Civil Affairs Bureau, with the Ningbo Federation of Industry and Commerce as its competent authority.

在甬温籍从业者超3万人，在册会员企业近千家，覆盖制造、商贸、地产、金融、餐饮、进出口等全产业链，会员企业年总产值近千亿，年纳税数十亿。

There are over 30,000 Wenzhou-origin practitioners in Ningbo, with nearly 1,000 registered member enterprises covering the entire industrial chain including manufacturing, commerce, real estate, finance, catering, and import/export. The total annual output value of member enterprises is nearly 100 billion yuan, with annual tax payment of several billion yuan.

二、组织层级与荣誉

II. Organizational Hierarchy and Honors

1. 行业地位：全国温州商会总会常务副会长单位、宁波市工商联副主席单位、宁波市社会组织促进会副会长单位；多名会长、会员当选甬温两地人大代表、政协委员、世界温州人联谊总会副会长。

1. Industry Status: Executive Vice President Unit of the National Wenzhou Chamber of Commerce Association, Vice President Unit of Ningbo Federation of Industry and Commerce, Vice President Unit of Ningbo Social Organization Promotion Association; multiple presidents and members have been elected as deputies to the Peoples Congress, CPPCC members in Ningbo and Wenzhou, and Vice President of the World Wenzhou People Friendship Association.

2. 权威资质：5A级社会组织（异地商会首批获评，多次复评通过）、全国"四好商会"、五星级基层党组织、省级示范商会、异地温州先进商会。

2. Authoritative Qualifications: 5A-level Social Organization (first batch of non-local chambers of commerce to receive this award, passed multiple re-evaluations), National "Four Good Chamber of Commerce", Five-star Grassroots Party Organization, Provincial Demonstration Chamber of Commerce, Advanced Non-local Wenzhou Chamber of Commerce.

3. 硬件载体：投资8亿元建成温州商会大厦，打造温商实体集聚平台；拥有专属文化会所，设立温商大讲堂、新生代联合会、数字化会员服务体系。

3. Hardware Carriers: Invested 800 million yuan to build Wenzhou Chamber of Commerce Building, creating a physical gathering platform for Wenzhou entrepreneurs; has exclusive cultural clubs, established Wenzhou Entrepreneurs Lecture Hall, New Generation Federation, and digital member service system.

三、办会宗旨与核心职能

III. Mission and Core Functions

办会理念：服务凝聚力量，智慧探究方向，拼搏开拓新路，团结铸就辉煌，传承引领未来。

Philosophy: Service unites strength, wisdom explores directions, hard work opens new paths, unity creates brilliance, and inheritance leads the future.

1. 政企桥梁：对接宁波、温州两地政府政策，维护会员企业合法经营权益，协调营商纠纷、政策申报。

1. Government-Enterprise Bridge: Connecting government policies in Ningbo and Wenzhou, safeguarding the legitimate business rights and interests of member enterprises, coordinating business environment disputes and policy applications.

2. 资源赋能：金融对接、法律财税培训、企业管理沙龙、投融资路演、数字化转型辅导，累计数千人次参与学习活动。

2. Resource Empowerment: Financial matching, legal and taxation training, enterprise management salons, investment and financing roadshows, digital transformation guidance, with thousands of participants in learning activities cumulatively.

3. 招商引资：举办世界温商周·走进宁波等大型经贸峰会，单次活动签约投资总额217亿元；搭建两地产业转移、项目落地、市场互通渠道。

3. Investment Promotion: Hosting large-scale economic and trade summits such as World Wenzhou Entrepreneurs Week · Entering Ningbo, with total signed investment of 21.7 billion yuan in a single event; building channels for industrial transfer, project localization, and market interconnection between the two regions.

4. 内外联动：组织会员赴海内外考察参展，联动全球各地温州商会；搭建新生代温商、温籍大学生交流平台。

4. Internal and External Linkage: Organizing members to conduct inspection and exhibition tours at home and abroad, linking with Wenzhou chambers of commerce worldwide; building exchange platforms for new generation Wenzhou entrepreneurs and Wenzhou-origin college students.

5. 社会责任：公益慈善、乡村振兴、两地民生帮扶，打造规范型、服务型、学习型、创新型、智慧型"五型商会"，助力甬温两地经济协同发展。

5. Social Responsibility: Public welfare and charity, rural revitalization, peoples livelihood assistance in both regions, building a "Five-Type Chamber of Commerce" (standardized, service-oriented, learning-oriented, innovative, and intelligent), promoting coordinated economic development in Ningbo and Wenzhou.

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)

一、基础信息

I. Basic Information

全称：ASEAN Retail-Chains & Franchise Federation，简称ARFF，别称东盟连锁加盟联邦、东盟连锁协会。

Full Name: ASEAN Retail-Chains & Franchise Federation, abbreviated as ARFF, also known as ASEAN Chain Franchise Federation or ASEAN Chain Association.

成立：2008年由马来西亚分会发起正式创立，总部设于马来西亚吉隆坡，隶属于东盟工商业咨询理事会（ASEAN BAC），是东盟官方认可、对接东盟各国领导人与私营产业的权威行业机构。

Establishment: Officially founded in 2008 initiated by the Malaysian chapter, headquartered in Kuala Lumpur, Malaysia, affiliated with the ASEAN Business Advisory Council (ASEAN BAC). It is an authoritative industry organization officially recognized by ASEAN, connecting leaders of various ASEAN countries with private industries.

覆盖范围：覆盖东盟10国，同步辐射中国、日韩、印度、澳新6大对话伙伴国；现有14个国家分支机构、200+头部连锁、特许、零售品牌会员企业。

Coverage: Covers 10 ASEAN countries, simultaneously radiating to 6 major dialogue partner countries including China, Japan, South Korea, India, Australia, and New Zealand; currently has branches in 14 countries and over 200 leading chain, franchise, and retail brand member enterprises.

二、定位与核心使命

II. Positioning and Core Mission

宗旨：推动东盟零售、连锁加盟、文旅商业一体化发展，打造东盟国际商贸流通产业平台，目标助力东盟成为世界级消费与购物经济区。

Mission: Promoting the integrated development of ASEAN retail, chain franchising, and cultural tourism commerce, building an ASEAN international business circulation industry platform, aiming to help ASEAN become a world-class consumption and shopping economic zone.

核心方向：连锁品牌出海、特许经营标准化、跨境零售贸易、商圈文旅产业、区域中小企业资源互通、东盟清真商贸市场开发。

Core Directions: Chain brand globalization, franchise standardization, cross-border retail trade, commercial district cultural tourism industry, regional SME resource interconnection, and ASEAN halal business market development.

三、核心业务职能

III. Core Business Functions

1. 跨国产业对接：组织东盟各国零售、餐饮、便利店、美妆、商超、服务连锁品牌跨境落地，打通品牌加盟、供应链、本地合规落地全流程；常年举办东盟企业家峰会、商贸配对博览会，促成中、马、越、泰、印尼多国企业战略合作签约。

1. Cross-border Industry Matching: Organizing cross-border localization of retail, catering, convenience store, beauty, supermarket, and service chain brands in various ASEAN countries,打通 the entire process of brand franchising, supply chain, and local compliant localization; regularly holding ASEAN entrepreneur summits and business matching expos, facilitating strategic cooperation signing among enterprises from China, Malaysia, Vietnam, Thailand, and Indonesia.

2. 政企政策咨询：依托东盟工商业理事会渠道，为各国会员提供东盟自贸、关税、外资准入、特许经营法规、进出口政策解读，向东盟各国政府反馈产业诉求。

2. Government-Policy Consulting: Relying on ASEAN Business Advisory Council channels, providing members from various countries with interpretations of ASEAN free trade, tariffs, foreign investment access, franchise regulations, and import/export policies, and feeding back industry demands to ASEAN governments.

3. 区域运营中心布局：在中国设立大湾区、西南、华中多个官方运营中心，作为中国品牌出海东盟、东盟品牌进入中国市场的桥头堡；提供市场调研、证照双认证、招商孵化、人才培训一站式服务。

3. Regional Operation Center Layout: Establishing multiple official operation centers in China including Greater Bay Area, Southwest, and Central China, serving as bridgeheads for Chinese brands going global to ASEAN and ASEAN brands entering the Chinese market; providing one-stop services including market research, dual certification of licenses and certificates, investment incubation, and talent training.

4. 行业标准与人才培育：制定东盟连锁经营行业交流规范，开展跨国连锁运营、跨境电商、特许加盟管理专业培训，搭建东盟连锁产业人才库。

4. Industry Standards and Talent Cultivation: Formulating ASEAN chain operation industry exchange norms, conducting professional training on cross-border chain operation, cross-border e-commerce, and franchise management, and building an ASEAN chain industry talent pool.

5. 跨境经贸项目落地：联动国内商会、产业集团打造跨境集散中心、产业园、商贸综合体，重点赋能农产品、快消、美妆、餐饮、文旅零售跨境流通。

5. Cross-border Economic and Trade Project Localization: Collaborating with domestic chambers of commerce and industrial groups to build cross-border distribution centers, industrial parks, and commercial complexes, focusing on empowering cross-border circulation of agricultural products, fast-moving consumer goods, beauty products, catering, and cultural tourism retail.

丰麒集团

Fengqi Group