11月27日，2025全球品牌经济大会暨成都国际品牌发展论坛在成都天府国际会议中心隆重举行。马来西亚驻华大使馆商务处公使衔参赞尼克曼·拉法易受邀出席并发表主旨演讲，随后接受了国家服贸会《服贸会客厅》独家专访，深入解读中马双边贸易合作成果，展望未来合作新方向。

　　On November 27, the 2025 Global Brand Economy Conference and Chengdu International Brand Development Forum was grandly held at the Chengdu Tianfu International Conference Center. Mr.Niqman Rafaee M.Sahar, Trade Commissioner and Minister Counsellor (Trade) , MATRADE, Embassy of Malaysia in Beijing, People's Republic of China, was invited to attend and deliver a keynote speech. Subsequently, he accepted an exclusive interview with the CIFTIS Interview segment of the China International Fair for Trade in Services, providing in-depth interpretations of the achievements of China-Malaysia bilateral trade cooperation and looking ahead to new directions for future cooperation.

马来西亚驻华大使馆商务处公使衔参赞尼克曼·拉法易致辞

　　Address by Mr. Niqman Rafaee M.Sahar, Trade Commissioner and Minister Counsellor (Trade), Embassy of Malaysia in Beijing

　　五十载情谊筑基 十六年伙伴领航

　　50 Years of Friendship as Foundation, 16 Years of Partnership as Navigator

　　尼克曼先生表示，2024年是中马建交50周年的重要节点，半个世纪以来，两国通过高层互访、务实合作与民间交流，双边关系不断深化;2025年马来西亚担任东盟轮值主席国，更为区域层面的合作创造了更多契机。

　　Mr.Niqman stated that 2024 is a significant milestone,marking the 50th anniversary of the establishment of diplomatic relations between China and Malaysia. Over the past half-century, bilateral relations have continuously deepened through high-level visits, pragmatic cooperation, and people-to-people exchanges. Furthermore, Malaysia’s assumption of the ASEAN chairmanship in 2025 creates more opportunities for cooperation at the regional level.

　　贸易数据是双边合作的坚实注脚。尼克曼先生指出，中国已连续16年成为马来西亚最大贸易伙伴，同时自2009年起保持马来西亚最大贸易伙伴地位、2019年起成为最大出口目的地、2011年起成为最大进口来源地。

　　Trade data serves as a solid footnote to bilateral cooperation. Mr. Niqman pointed out that China has been Malaysia's largest trading partner for 16 consecutive years. Concurrently, China has maintained its status as Malaysia's largest trading partner since 2009, became the largest export destination since 2019, and the largest import source since 2011.

　　“自贸协定是贸易增长的重要引擎。”尼克曼先生表示，2024年马来西亚与自贸协定伙伴国的贸易占其出口总额的67.1%，中马双方可充分依托中国-东盟自贸区3.0版(CAFTA 3.0)、区域全面经济伙伴关系协定(RCEP)等机制，进一步释放合作潜力。他特别提到，马来西亚作为东盟重要经济体，拥有6.7亿人口的区域市场腹地，原油、农产品、电子制造品等多样化的产品组合为中马企业合作提供了广阔空间。

　　"Free trade agreements are important engines for trade growth,"Mr. Niqman remarked. He noted that in 2024, Malaysia’s trade with its free trade agreement partners accounted for 67.1% of its total exports. He suggested that China and Malaysia can fully leverage mechanisms such as the China-ASEAN Free Trade Area 3.0 (CAFTA 3.0) and the Regional Comprehensive Economic Partnership (RCEP) to further unleash cooperation potential. He specifically mentioned that Malaysia, as an important ASEAN economy, boasts a regional market hinterland of 670 million people, and its diversified product portfolio, including crude oil, agricultural products, and electronic manufactured goods, offers vast space for cooperation between Chinese and Malaysian enterprises.

　　谈及品牌建设，尼克曼先生认为，在全球市场竞争中，品牌标识与叙事能力是企业拓展市场的核心竞争力。他表示，马来西亚对外贸易发展局(MATRADE)始终致力于推动马来西亚企业走向世界，通过打造国际化品牌，提升产品附加值与消费者信任度，助力双边贸易长期健康发展。

　　Discussing brand building,Mr.Niqman believes that in global market competition, brand identity and the ability to narrate are core competencies for enterprises to expand their markets. He stated that the Malaysia External Trade Development Corporation (MATRADE) is consistently committed to propelling Malaysian enterprises onto the world stage. This is achieved by building international brands, enhancing product added value and consumer trust, thereby assisting the long-term, healthy development of bilateral trade.

　　此外，尼克曼强调，中马企业可借助“一带一路”倡议的资源技术交流、产业融合、项目合作等机遇，同时把握数字经济与电子商务的发展浪潮。他特别推介了马来西亚“Madani数字贸易”(MDT)平台，邀请中国企业注册入驻，实现与马来西亚企业的实时对接与线上商务洽谈。

　　Furthermore,Mr.Niqman emphasized that Chinese and Malaysian enterprises can leverage opportunities presented by the "Belt and Road Initiative" (BRI), such as resource and technology exchange, industrial integration, and project cooperation. They should also seize the development wave of the digital economy and e-commerce. He particularly promoted Malaysia's "Madani Digital Trade" (MDT) platform, inviting Chinese enterprises to register and connect with Malaysian companies for real-time engagement and online business negotiations.

　　锚定西部枢纽多维拓展合作新空间

　　Targeting the Western Hub, Multi-Dimensional Expansion of New Cooperation Space

　　在接受《服贸会客厅》专访时，尼克曼对本次成都盛会给予高度评价：“品牌建设是企业全球化的关键要素，本次大会为中马企业搭建了绝佳的交流平台，助力双方在产品与服务领域拓展新的合作空间。”

　　During his interview with CIFTIS Interview,Mr.Niqman spoke highly of the Chengdu conference: "Brand building is a key element of enterprise globalization, and this conference has established an excellent platform for exchange between Chinese and Malaysian companies, helping both sides expand new areas of cooperation in product and service sectors".