“一把20亿，我差点成为长安2022年的‘罪人’”

Core Viewpoint - Chinese automotive companies are increasingly focusing on overseas markets, with 2023 marking a significant year for competition in Southeast Asia, particularly against established players like Toyota [1][31]. Group 1: Market Expansion and Strategy - In 2023, China surpassed Japan to become the world's largest automotive exporter, shifting from merely exporting vehicles to establishing a comprehensive operational framework abroad [1]. - Changan and BYD have set up manufacturing plants in Thailand, with Changan's first overseas factory recently commencing operations [1]. - The competition in Southeast Asia is expected to be intense, with Changan's vice president predicting a "brutal war" over the next five years [1][31]. Group 2: Challenges and Competition - The complexity of overseas competition is significantly higher than in China, with price wars already emerging in Southeast Asia; however, price reduction is not seen as a comprehensive solution [1][31]. - New entrants from China may find it increasingly difficult to penetrate markets like Thailand, where established brands have already formed strong partnerships and ecosystems [11][12]. - The critical window for establishing brand presence and local capabilities in overseas markets is identified as 2023-2024 [12]. Group 3: Investment Decisions and Strategic Shifts - Changan's decision to invest 2 billion in Thailand was driven by a strategic assessment of long-term benefits versus risks, emphasizing the importance of a symbolic investment to signal commitment to overseas expansion [6][8]. - The establishment of a manufacturing base in Thailand has led to a reevaluation of Changan's overseas strategy, resulting in the formation of five major overseas regional divisions [9][10]. Group 4: Local Adaptation and Supply Chain - Changan aims to achieve a localization rate of 85-90% in Thailand, recognizing that local partnerships and supply chains are crucial for competitiveness [32]. - The company has faced challenges in adapting its supply chain to meet local standards, which differ from those in China [33]. Group 5: Consumer Perception and Brand Trust - There is skepticism among overseas consumers regarding the quality and pricing strategies of Chinese brands, particularly in light of recent price cuts that raise questions about profitability and product quality [21][24]. - The loyalty of Southeast Asian consumers to Japanese brands poses a significant challenge for Chinese automakers, who may struggle to establish trust and brand recognition [31].