eBay助力中国汽配从“产品出海”向“品牌出海”跨越

Core Insights - eBay successfully held the "Future Driving, Global Empowerment" 2025 Annual Auto Parts Seller Summit in Xiamen, focusing on platform resource empowerment, emerging market expansion, and high-potential category value exploration in the context of global trade restructuring [1][3] - The company launched the "2026 Renewal Support Plan" aimed at enhancing growth in the US and European markets while exploring new opportunities in heavy goods and commercial vehicle markets [3][15] Market Overview - The global automotive aftermarket is projected to exceed $2.3 trillion by 2025, with over 1.6 billion vehicles in operation and an average vehicle age of over 12 years in Europe and North America, leading to sustained demand for maintenance and modifications [4] - eBay's North American online automotive parts market is expected to reach $45 billion by 2025, with significant growth observed in various categories, including a fivefold increase in engine assembly sales from Chinese sellers on the US platform [5] Growth Drivers - The US market is identified as a core growth engine for 2026, with eBay planning to support sellers with a 4.5% sales commission incentive to encourage exploration of underpenetrated categories [9] - The European market is viewed as a high-growth area for the next decade, with eBay leading in the automotive e-commerce sector and significant room for market penetration due to aging vehicles [11][13] Strategic Initiatives - eBay is enhancing its product, seller, and logistics systems to adapt to competitive pressures, focusing on differentiated product offerings and improved logistics capabilities [11] - The "2026 Renewal Support Plan" includes tiered incentives and comprehensive ecosystem empowerment to support sellers at all growth stages, with initiatives like the "Automotive Strategic Category Incentive Plan" and "European Gold Rush Plan" [15][17] Future Outlook - eBay plans to expand live streaming into the automotive parts category in 2026 to strengthen connections between merchants and buyers [18] - The company aims to assist Chinese automotive parts enterprises in transitioning from "product export" to "brand export" in global markets, leveraging the "2026 Renewal Support Plan" to enhance the competitiveness of Chinese supply chains [19]