丰麒集团与 Rootify Malaysia 共议马来西亚清真产业市场合作新路径 Fengqi Group and Rootify Malaysia Explore New Paths for Malaysia Halal Industry Cooperation

很多中国企业并不缺好产品。缺少的，往往是一条能够看清楚、走得稳、试得起的出海路径。

Many Chinese enterprises are not short on good products. What they often lack is an overseas-expansion path that is transparent, steady and affordable to test.

从一件好产品，到一个被东盟市场看见的品牌

From a Good Product to a Brand Visible in ASEAN

当企业面对一个陌生市场，真正担心的不只是成本，更是不知道规则在哪里、第一步怎么走、投入之后能否获得真实反馈。

When an enterprise faces an unfamiliar market, what truly worries them is not only cost, but the absence of clear rules, an obvious first step, and any assurance that their investment will yield real feedback.

产品出海，也不仅是把货物运出国门。更重要的是，让产品价值被当地消费者理解，让品牌逐步建立信任，让企业在新的市场中找到适合自己的位置。

Going overseas is not simply about shipping goods across the border. More importantly, it is about ensuring the product's value is understood by local consumers, building brand trust step by step, and helping the enterprise find its place in a new market.

2026 年 8 月 11 日，丰麒集团代表与 Rootify Malaysia 团队在马来西亚举行合作交流。双方围绕中国企业进入马来西亚市场过程中常见的合规评估、本地化传播、渠道测试与项目承接等议题展开讨论，并就清真产业相关项目的前期服务协同交换意见。

On 11 August 2026, representatives of FengQi Group met with the Rootify Malaysia team in Malaysia for a cooperation discussion. The two sides exchanged views on the compliance assessment, brand localisation, channel testing and project delivery work commonly required by Chinese enterprises entering the Malaysian market, and discussed how the early-stage services of halal-industry projects could be coordinated.

丰麒集团代表与 Rootify Malaysia 团队会后合影

Group photo of FengQi Group representatives and the Rootify Malaysia team after the meeting

好产品，为什么还会卡在出海第一步

Why Do Good Products Still Get Stuck at the First Step Overseas?

不少企业拥有成熟的产品、稳定的供应链和多年的市场经验，但进入马来西亚及东盟市场后，仍可能面对一系列新的问题：

Many enterprises already have mature products, stable supply chains and years of market experience, yet after entering the Malaysian and ASEAN markets, they may still face a series of new questions:

• 产品应当按照什么类别进行申报？

• How should the product be classified for declaration?

• 标签、宣传及进口要求有哪些不同？

• What are the differences in labelling, promotion and import requirements?

• 企业或产品是否涉及清真认证？

• Does the enterprise or its product involve halal certification?

• 当地消费者能否理解产品的核心价值？

• Can local consumers understand the core value of the product?

• 品牌内容应该如何表达，才能减少文化和沟通差异？

• How should brand content be expressed to reduce cultural and communication gaps?

不同品类适用的规则并不相同。完成其中一个环节，也不等于产品已经具备全部上市条件。

Different product categories are governed by different rules. Completing one step does not mean the product is fully ready for market.

因此，真正有价值的出海准备，是让每一步都有依据、每一项投入都能够验证、每一个阶段都可以复盘。

Therefore, truly valuable overseas-expansion preparation means ensuring that every step is well-founded, every investment can be verified, and every stage can be reviewed.

丰麒集团提出以"先评估、后验证、再投入"为基本思路：先厘清产品和企业的现有条件，再形成资料清单与实施路径，通过小规模市场测试观察真实反馈，最后决定是否扩大投入。

FengQi Group proposes an "Assess first, verify next, then invest" approach: first clarify the existing conditions of the product and the enterprise; then build a document list and execution path; observe real feedback through small-scale market tests; and only then decide whether to scale up investment.

这不仅是为了控制前期风险，也是为了让企业在面对陌生市场时，拥有更清晰的判断和更从容的选择。

This is not only about controlling early-stage risk, but also about giving enterprises clearer judgement and more composed choices when facing an unfamiliar market.

让产品被看见，更让品牌被当地市场理解

Let Products Be Seen — and Let the Brand Be Understood by the Local Market

Rootify Malaysia（ROOTIFY SDN. BHD.）是一家在马来西亚注册的品牌本地化与数字营销服务企业。据其官网公开信息，该品牌于 2025 年正式成立，业务覆盖品牌策略、创意内容、社交媒体运营、创作者合作、媒体投放和电商转化等环节。

Rootify Malaysia (ROOTIFY SDN. BHD.) is a brand-localisation and digital-marketing services company registered in Malaysia. According to its official website, the company was formally established in 2025, with service coverage spanning brand strategy, creative content, social media operations, creator collaborations, media placement and e-commerce conversion.

在本次交流中，Rootify 团队重点分享了马来西亚本地内容表达、社交媒体传播和市场测试方面的思路。

In this discussion, the Rootify team shared their thinking on local content expression, social media communication and market testing in Malaysia.

一个产品进入新的市场，仅仅完成语言翻译并不足够。消费者更关心的是：这个产品是否理解我的需求？它与我的生活有什么关系？我为什么愿意了解并信任这个品牌？

For a product entering a new market, language translation alone is not enough. Consumers care more about: does this product understand my needs? How does it relate to my life? Why would I want to learn about and trust this brand?

品牌本地化的价值，正是把企业想表达的产品优势，转化为当地消费者更容易理解和接受的内容。

The value of brand localisation lies precisely in translating the product strengths the enterprise wants to convey into content that local consumers find easier to understand and accept.

未来如形成具体项目，Rootify 拟根据合同约定参与品牌内容、本地传播和数字渠道相关工作；具体服务范围、平台合作身份及项目成果，以双方后续书面文件和实际执行为准。

If specific projects are formalised in the future, Rootify intends, in accordance with contractual agreements, to participate in brand content, local communication and digital-channel work. The specific scope of services, platform partnership status and project outcomes shall be subject to the written documents subsequently signed by both parties and actual execution.

马来西亚清真产业生态：机会在前，更要把基础走稳

Malaysia's Halal Industrial Ecosystem — Opportunity Is Here, but the Foundations Must Be Solid

马来西亚拥有较成熟的清真产业生态。

Malaysia has a relatively mature halal industrial ecosystem.

根据东海岸经济特区发展理事会（ECERDC）公开资料，Gambang Halal Park（GHP）位于彭亨州，并具有 HALMAS 园区地位，重点关注食品饮料、清真原料、医药、化妆品及个人护理等相关产业。

According to public information from the East Coast Economic Region Development Council (ECERDC), Gambang Halal Park (GHP) is located in Pahang and holds the HALMAS park status. It focuses on food & beverage, halal raw materials, pharmaceuticals, cosmetics and personal-care industries.

对于中国企业而言，这意味着马来西亚不仅是一个消费市场，也可能成为企业了解清真产业规则、连接东盟市场和探索区域合作的重要窗口。

For Chinese enterprises, this means Malaysia is not only a consumer market, but may also serve as an important gateway for understanding halal-industry rules, connecting with the ASEAN market and exploring regional cooperation.

但机会越值得重视，前期准备越需要严谨。园区的 HALMAS 地位不等同于入园企业或其产品自动取得清真认证，也不替代企业注册、产品合规、标签、进口、税务及其他行业审批。

Yet the more worthwhile the opportunity, the more rigorous the preparation must be. The HALMAS status of the park does not mean that enterprises or their products are automatically granted halal certification upon entry, nor does it substitute for company registration, product compliance, labelling, import, tax or other industry approvals.

符合条件的投资项目可以依法申请相关激励，但能否获得以及具体适用条件，仍须以主管机关审查和书面批复为准。

Eligible investment projects may apply for relevant incentives in accordance with the law, but whether the incentives are granted and their specific applicability remain subject to review and written approval by the competent authorities.

把这些边界提前说清楚，是为了让企业对项目形成更加真实、稳定和可执行的预期。

Stating these boundaries clearly in advance is intended to help enterprises develop a more realistic, stable and executable expectation of the project.

把复杂的出海过程，拆成可以执行的每一步

Breaking the Complex Overseas-Expansion Process into Executable Steps

结合本次交流，丰麒集团与 Rootify Malaysia 拟围绕"项目评估 — 资源协调 — 市场测试 — 阶段复盘"探索协同服务。

Building on this discussion, FengQi Group and Rootify Malaysia intend to explore coordinated services around "Project Assessment — Resource Coordination — Market Testing — Stage-by-stage Review".

1. 丰麒集团侧重：企业需求梳理、项目初筛、马来西亚落地事项协调、园区及专业服务资源对接，并协助企业识别需要进一步核验的合规事项。涉及行政审批、清真认证、税务、法律和产品注册等专业事项，将由企业与具备相应资格或职责的机构依法办理。

1. FengQi Group's focus: Enterprise-requirement mapping, project pre-screening, coordination of Malaysia in-country matters, liaison with industrial parks and professional service providers, and assistance in identifying compliance items that require further verification. Professional matters such as administrative approvals, halal certification, tax, legal and product registration shall be handled by the enterprise through institutions holding the relevant qualifications or mandates, in accordance with the law.

2. Rootify Malaysia 侧重：品牌本地化、内容策划、社交媒体运营、创作者合作、媒体投放及电商转化支持，帮助项目在扩大投入前，开展更贴近当地消费者的内容和渠道测试。

2. Rootify Malaysia's focus: Brand localisation, content planning, social media operations, creator collaborations, media placement and e-commerce conversion support, helping projects run content and channel tests closer to local consumers before scaling up investment.

双方希望通过不同专业能力的协同，让企业少一些信息不对称，多一些清晰判断；少一些对陌生市场的焦虑，多一些可以验证的行动依据。

Through the coordination of these complementary capabilities, both parties hope to give enterprises less information asymmetry and clearer judgement; less anxiety about unfamiliar markets and more evidence-based action.

先迈出可控的一小步

Take a Small, Controllable First Step

企业进入海外市场，不一定要从大规模投入开始。一个边界清楚、目标明确、能够复盘的小项目，同样可以成为了解市场的重要起点。

Enterprises do not have to start overseas expansion with large-scale investment. A small project with clear boundaries, defined goals and proper review can equally serve as an important starting point for understanding the market.

建议按照以下步骤开展前期工作：

The following steps are recommended for the preliminary work:

1. 提交基础资料：企业名称、产品类别、现有资质、目标市场和联系人。

   Submit basic information: company name, product category, existing qualifications, target market and contact person.

2. 开展初步评估：识别产品分类、清真、进口、标签、宣传及本地主体等可能涉及的事项。

   Conduct an initial assessment: identify the possible items involved — product classification, halal, import, labelling, promotion, local entity, etc.

3. 形成任务清单：明确待补证据、责任主体、预计时间和需要第三方专业机构处理的环节。

   Build a task list: clarify evidence to be supplemented, responsible parties, expected timelines, and steps requiring third-party professional institutions.

4. 设计小规模测试：在不作销售和收益保证的前提下，验证本地内容表达、目标人群和渠道反馈。

   Design a small-scale test: without making sales or revenue guarantees, verify local content expression, target audience and channel feedback.

5. 完成阶段复盘：根据合规进度、成本和真实市场反馈，决定继续优化、扩大投入或暂停项目。

   Complete the stage-by-stage review: based on compliance progress, cost and real market feedback, decide whether to continue optimising, scale up investment or pause the project.

每一次验证，都在帮助企业更了解市场；每一份真实反馈，都可能让下一步决策更加准确。

Every verification helps the enterprise understand the market better; every piece of real feedback may make the next decision more accurate.

我们期待与这样的企业同行

We Look Forward to Walking Alongside These Enterprises

现面向以下方向征集前期合作项目：

We are now inviting preliminary project partners in the following areas:

• 拥有成熟产品，希望了解马来西亚及东盟市场的企业；

• Enterprises with mature products that wish to explore the Malaysian and ASEAN markets;

• 食品、饮料及清真原料相关企业；

• Food & beverage and halal raw-material enterprises;

• 化妆品、个人护理及生活消费品企业；

• Cosmetics, personal-care and lifestyle consumer-goods enterprises;

• 医药、健康及相关产业项目，须先完成产品分类与监管路径核验；

• Pharmaceuticals, health and related industry projects — subject to prior completion of product classification and regulatory-pathway verification;

• 希望开展品牌本地化、数字营销或电商测试的中国企业；

• Chinese enterprises looking to carry out brand localisation, digital marketing or e-commerce testing;

• 有意评估产业园落地、生产协作或区域市场拓展的企业。

• Enterprises interested in evaluating industrial-park location, production collaboration or regional market expansion.

如果您手中有一件真正值得被更多人看见的产品，却还在思考出海的第一步应该怎么走，我们愿意先与您一起把问题梳理清楚。不急于给出结论，先找到需要验证的关键问题；不盲目扩大投入，先用真实市场反馈支持下一步决策。

If you have a product that truly deserves to be seen by more people, but are still thinking about how to take the first step overseas, we would like to first work through the questions with you. We will not rush to conclusions, but first identify the key questions that need to be verified; we will not blindly scale up investment, but first use real market feedback to support the next decision.

重要说明

Important Notice

本文为项目合作信息与一般性市场交流，不构成行政审批、清真认证、税务优惠、园区准入、进口许可、渠道上架、订单、销量、融资或投资回报承诺。所有项目条件以适用法律法规、主管机关决定、园区书面文件及正式合同为准。Rootify Malaysia 的公司介绍以其书面确认的公开资料为准。

This article is project-cooperation information and general market communication, and does not constitute commitments regarding administrative approvals, halal certification, tax incentives, park admission, import licensing, channel listing, orders, sales, financing or investment returns. All project conditions are subject to the applicable laws and regulations, decisions of the competent authorities, written park documents and formal contracts. Information about Rootify Malaysia is subject to its written-confirmed public materials.

让好产品被看见，让出海的每一步更清晰。

Let good products be seen, and let every step overseas be clearer.

公开资料来源

Public Sources

1. Rootify Malaysia 官方网站 / Rootify Malaysia official website

1. ECERDC：Gambang Halal Park