晚点LatePost·2025-11-11 11:05Core Insights - The article discusses BYD's entry into the Japanese market, highlighting the challenges faced by foreign automotive brands in a market dominated by local manufacturers like Toyota and Honda. The article emphasizes the importance of building consumer trust through physical presence and localized strategies [5][26]. Group 1: Market Entry and Strategy - BYD officially entered the Japanese market in January 2023, opening 66 stores and selling over 7,000 vehicles within three years, which is significantly lower than domestic competitors [5][21]. - The company has opted for a physical dealership model instead of a pure e-commerce approach, recognizing that consumer trust is built through direct interaction with the brand [9][30]. - BYD's flagship store in Tokyo's Meguro district is strategically located in a high-value area, showcasing the brand's commitment to establishing a strong presence in Japan [5][8]. Group 2: Consumer Engagement and Marketing - The store design and customer service approach are tailored to Japanese preferences, featuring a comfortable environment and a focus on building relationships rather than aggressive sales tactics [12][16]. - Marketing efforts include collaborations with local celebrities and community engagement initiatives, such as the "Hello! BYD" nationwide tour, aimed at lowering barriers for consumers to experience the brand [14][13]. - BYD emphasizes the cost-effectiveness of its electric vehicles compared to traditional fuel vehicles, presenting data that highlights long-term savings [14][16]. Group 3: Product Localization - BYD has made specific adjustments to its vehicle models to cater to Japanese market needs, including reducing the height of the Dolphin model to fit local parking regulations [18][21]. - The company offers four electric models in Japan, with the Dolphin being the best-selling model, priced at approximately 3.74 million yen (about 173,000 RMB) [18][22]. - BYD plans to introduce a K-Car model, the BYD RACCO, specifically designed for the Japanese market, which is expected to be competitively priced below 2 million yen (about 93,000 RMB) [25][29]. Group 4: Long-term Vision and Expansion - BYD's strategy in Japan is focused on long-term profitability, with plans to increase the number of dealerships to over 80 and expand into other markets like Thailand and Europe [27][29]. - The company aims to position itself as a provider of diverse choices for consumers rather than a direct competitor to established Japanese brands [29][30]. - BYD's overarching goals include enhancing its brand image and expanding internationally, with a focus on high-end products and market penetration [29][30].