观车 · 论势 || 中国车企“出海”：破浪前行更需警惕“内卷”陷阱

Core Insights - Chinese automotive companies are rapidly rising in the global market, with exports expected to exceed 6.41 million units in 2024, marking a 23% year-on-year increase, showcasing a significant shift from "product output" to "industry output" [1] - Major brands like BYD, Great Wall Motors, and Chery are actively expanding their global presence, with Chery maintaining its position as the top exporter of Chinese passenger cars for 22 consecutive years [1] - However, there are concerns about the potential for domestic market "involution" to spread to international markets, where competition rules and consumer expectations differ significantly [1][2] Industry Dynamics - The European market exemplifies the challenges faced by Chinese brands, where consumers prioritize quality, safety, and environmental standards, and brand loyalty is high [1] - A reliance on low-price strategies could damage brand reputation and lead to perceptions of low quality, as evidenced by the historical failure of Chinese motorcycle brands in Southeast Asia [1][2] - Short-sighted strategies that sacrifice profits for market share could undermine R&D investments and lead to trust issues, as seen with the EU's temporary anti-subsidy tax on Chinese electric vehicles [2] Competitive Strategies - Chinese automotive companies need to adopt fair and reasonable competition practices, focusing on technological innovation to enhance product reliability and safety [3] - Transitioning from a "cost-performance" focus to a "value" approach is essential, with successful examples including Lynk & Co's subscription model in Europe and NIO's battery-as-a-service offering in Norway [3] - Building brand value requires addressing consumer emotions beyond just product functionality [3] Collaborative Ecosystem - Emphasizing a "coexistence and win-win" global strategy is crucial, with Chinese companies encouraged to collaborate with international firms, suppliers, and research institutions [4] - Strategic partnerships, such as Geely's collaboration with Volvo, have proven beneficial in enhancing technology and brand image while facilitating market entry [4] - Localized production is vital for integrating into foreign markets, as demonstrated by Changan's factory in Thailand, which combines Chinese standards with local innovations [4] Future Outlook - As of 2025, the global expansion of Chinese automotive companies is at a critical juncture, with significant potential in overseas markets [5] - The industry must recognize that competition abroad is not merely a price battle but a test of value creation capabilities [5] - The path to overcoming domestic market challenges involves a commitment to long-term value creation, transitioning from "product export" to "brand export" and from "scale export" to "value export" [5]