Chongqing - At the 2024 China Motorcycle Chongqing Forum, it was revealed that Chongqing led the nation with 2.214 million motorcycle exports in the first half of the year. The city's production is expected to exceed six million units, with a total value of over 100 billion yuan, and electric motorcycles surpass two million units.

Tu Xingyong, deputy director of the Chongqing Municipal Commission of Economy and Informatization, noted that Chongqing's Zongshen and Yinxiang are among the top ten in national fuel motorcycle sales. Additionally, leading electric motorcycle brands Aima, Yadi, and Tailing have established operations in Chongqing and are expanding rapidly.

China's motorcycle industry is navigating a rapidly changing policy environment and shifting consumer preferences while facing fierce competition from Western, Japanese, and Indian brands. In response, Chinese companies are driving innovation to boost their value and expand their presence in global markets.

Sales and marketing fuel Chinese motorcycle brands' global rise

Luo Ting, CEO of Sorftime, a cross-border e-commerce big data analysis system of the Chengdu-Chongqing RCEP Cross-Border Trade Center, highlighted the crucial role of evolving sales channels and marketing strategies in the success of Chinese motorcycle brands abroad.

Luo Ting, CEO of Sorftime, a cross-border e-commerce big data analysis system of the Chengdu-Chongqing RCEP Cross-Border Trade Center. (Photo/China Motorcycle Chongqing Forum)

"Chinese companies must engage directly with overseas consumers via online platforms like Amazon. The old model of trade fairs and import agents no longer meets the needs of modern consumers," Luo said.

Data underscores this shift. Luo pointed out that online searches for electric motorcycles and dirt bikes have surged in North America, with keywords like "DearBik" surpassing searches for typical consumer electronics.

In the U.S., monthly searches for "DearBik" range from 200,000 to 300,000, with top-selling items moving 1,500 to 2,000 units each month. Luo highlighted that the surge in e-commerce, spurred by pandemic-driven shifts in shopping habits, presents a crucial growth opportunity for Chinese manufacturers.

Luo also emphasized the importance of developing strong, independent brands in international markets, arguing that relying on original equipment manufacturer (OEM) contracts weakens China’s competitive positioning.

"To succeed globally, Chinese companies must use e-commerce platforms to directly connect with consumers, thereby gaining greater control over pricing and margins instead of relying on bulk orders from importers," Luo stated.

"Branding isn’t just a slogan"

Dominic Yu, General Manager of Chongqing Zongshen Group Import & Export, highlighted the challenges Chinese motorcycle companies face in building brand recognition globally.

"Branding isn’t just a slogan. It’s about sustained investment in quality and reputation. A few ads or trade shows won’t cut it," Yu said.

Dominic Yu, General Manager of Chongqing Zongshen Group Import & Export Corporation. (Photo/China Motorcycle Chongqing Forum)

Yu noted that over the years, Chinese brands have begun to shed their reputation for low-quality manufacturing, earning increased acceptance in Europe through events like the annual EICMA show in Milan.

However, Yu noted that increasing competition from India's Bajaj Auto is putting pressure on Chinese manufacturers, as the company has outpaced many Chinese firms in production and technological innovation, emerging as a strong global competitor.

Yu also pointed to Japanese companies' success in Southeast Asia, where they have established robust ecosystems that include supply chains, financial services, and conglomerates, providing them a significant advantage over Chinese firms.

Yu pointed to a clear example of global pricing competition: a rival brand's 600cc street bike sells for just RMB 60,000 in Europe, compared to RMB 105,000–110,000 in China. "Price competition has been intense for years, and it’s not going away. Chinese companies must innovate not just in product but also in business models to break through," Yu added.

Register for the 22nd China International Motorcycle Trade Exhibition (CIMAMotor) here:

https://cimamotor.com/exhibition/customer/pre-registion?spm=GJCB