In 2023, with an export volume of 5.
221 million vehicles, China broke Japan’s top car export record for seven consecutive years and became the world’s largest automobile exporter.
In the first four months of this year, China’s auto exports continued to show a good trend, reaching 1.
827 million units, an increase of 33.
4% over the same period last year.
With the growth of China’s car exports, overseas sales of Nashi cars are also accelerating.
In 2023, the overseas export volume of Naha reached 15913.
In the first four months of this year, the overseas sales of Naha are close to the figures for the whole of last year.
The progress made by Chinese auto brands such as Gaishi Automobile and Naha Automobile in going out to sea is obvious to all, but at the same time, we also need to be soberly aware that although the overall export base of Chinese cars is huge, however, the proportion of sales of Chinese brands in overseas markets is still not high.
In order to further expand overseas, the challenges faced by Chinese automobile brands can not be ignored.
There are many challenges in this game of chess.
“car brands need to face the policies and market environments of different countries and regions, as well as very different local customs and languages, and the stability of overseas business systems is an urgent problem to be solved.
” A few days ago, Nashi car CTO Dai Li said at a media communication meeting jointly organized with Amazon Cloud Technology.
First of all, at the policy level, the United States just announced last month that it would quadruple the import tariff on Chinese electric vehicles to more than 100%.
The European Union has also launched a countervailing investigation on Chinese electric vehicles.
Temporary tariffs on Chinese electric vehicles may be announced on June 9 Since January this year, France has linked electric car subsidies to vehicle carbon emissions, while long-distance transport emissions are also included in vehicle emissions, with the aim of excluding Chinese electric cars from the subsidies.
There are numerous measures against China’s electric vehicles, which are bound to have an impact on China’s exports of electric vehicles.
In addition, at present, more than 130 countries around the world have formulated laws and regulations related to data protection and privacy, and the digital compliance and safety of smart cars have also become the key for car companies to successfully enter overseas markets.
Under the circumstances that the general environment and policies are “not welcome”, how to break through the barriers to enter overseas, how to quickly enhance brand awareness in many regional markets, and how to be accepted and recognized by overseas customers? In the overseas market, which attaches great importance to data protection and privacy, how to make the leading technology in the intelligent field meet the regulatory requirements of various countries in terms of security and compliance, so as to bring advanced intelligent experience to more overseas customers? avoid turning the intelligent long board into the short board? These are important challenges that cannot be avoided by Chinese car brands.
In addition, Zhou Jiang, vice president of Naha Automotive, president of overseas business and executive vice president of the marketing company, also pointed out that nowadays, the overseas path of Chinese auto brands has actually changed a lot from before.
We need to face an important transformation from international trade to international marketing.
“the so-called international trade, that is, buying and selling business, there is a single business to talk about.
However, if Chinese auto brands want to gain a foothold overseas for a long time, they must not be satisfied with this, but should pay more attention to international marketing, that is, brand going out to sea is only the first step, and we also need to think about how to build channels and services overseas and do a good job in user reputation.
Based on digital marketing to create an innovative experience of Smart + connected for consumers, so as to enhance the differentiated value and competitiveness of brands.
” All in all, the challenges facing overseas companies include not only policy obstacles, but also the establishment of marketing system, user experience, safety compliance and efficient operation.
At present, automobile going out to sea is facing fierce market competition.
How to build innovative solutions in a short period of time to provide overseas consumers with a more intelligent and online driving experience and to achieve safety compliance, and rapidly improve brand recognition and market recognition are also the main challenges that Naha Automobile is facing.
During the Amazon Cloud Technology China Summit 2024, Nahu announced that it chose Amazon Cloud Technology as the preferred cloud service provider to create a high-performance, low-latency, secure and stable global vehicle networking platform to accelerate the global layout of business.
But in fact, the cooperation between Nashi Automobile and Amazon Cloud Technology began in 2023.
In the first half of 2023, Naha completed the deployment of the overseas marketing official website with the help of Amazon Cloud Technology, the second half of the year completed the deployment of Frankfurt regional sites to serve networked models in Europe and the Middle East, and in early 2024 completed the deployment of regional sites in Singapore to serve ASEAN connected models.
So far, Najia has deployed on Amazon Cloud Technology, including TSP remote service platform, OTA software online upgrade platform, PKI service, vehicle voice service platform, VSOC vehicle security operation center, user operation APP service and dealer management system, overseas official website, etc.
This cooperation will be a further deepening and binding of the relationship between the two sides.
Based on Amazon Cloud Technology’s computing, storage, network, security, database, container, IoT and data analysis services, Naga Automobile will quickly build an intelligent networking system covering the world, providing a solid and safe and compliant technology cloud base for business development in many overseas countries and regions.
In terms of security and compliance, Amazon Cloud Technology has a strong network of partners to jointly study data protection and personal privacy laws in countries such as GDPR in Europe, CCPA in the United States, PDPA in Thailand and LGPD in Brazil.
Comprehensive regulatory research and compliance implementation will not only protect the company’s global business, but also be conducive to the company’s long-term development, which is very important for the company’s overseas business.
In terms of marketing, Naha Automotive has jointly created three major digital platforms based on Amazon Cloud Technology’s cloud services: the overseas marketing official website, overseas dealer management platform and user operation APP.
These platforms not only help Nahan expand its business in many countries and expand its global brand influence, but also better provide overseas users with personalized products and service experiences.
In terms of user experience, Nahu said, for example, that the global response time of its intelligent voice system is less than 200 milliseconds, and this timely response can bring users a seamless experience in the field of intelligent cockpit interaction.
This is also due to the global infrastructure covered by Amazon cloud technology.
As a new car company, Nahu Automobile is also very concerned about operational efficiency, including the expansion of overseas business, can it quickly establish a business that meets local needs? OffIn terms of business office management processes and business compliance management tools, Najia also works with Amazon Cloud Technology to ensure efficient operation.
Thanks to the omni-directional help of Amazon Cloud Technology, Dai spoke highly of the cooperation between Amazon Automotive and Amazon Cloud Technology.
“based on Amazon Cloud’s global infrastructure, deep and solid experience in the automotive industry, and extensive global business system and partner network, Naha will be able to quickly implement the global layout strategy,” he said.
” How does Amazon Cloud Technology help cars go out to sea to speed up? Nashi announced at the conference that it would achieve its global sales target of 1 million vehicles by 2026.
Zhou Jiang revealed that of the 1 million sales targets, the overseas market is expected to contribute 30% to 40% of the sales, and in the end, Naga cars will account for half of the overseas market and half of the domestic market.
And half of the 50% of sales in overseas markets will come from local production.
Amazon cloud technology has been deeply cultivated in the automotive industry for many years, covering automotive research and development, innovation, manufacturing, as well as intelligent networking and end-user services and applications, which will empower which automobile to go to sea in the following three aspects: first of all, it is to use its digital platform and marketing solutions to enable it to explore new opportunities in overseas markets.
For example, the official website for the global marketing of Nahu Automotive, based on Amazon Cloud Technology, will further expand its brand influence in many countries and provide personalized user experience and services for overseas users.
the overseas user operation APP for Naga Automobile has been officially launched in Thailand and will provide complete online and offline omni-channel contact services for overseas car owners.
The overseas dealer management platform will help Nashi Automobile and global dealers successfully build an interactive information bridge.
to meet the global dealers in different regions of the world on “car sales, maintenance services, spare parts supply, information feedback, customer relations” and other business digital full-link management.
The second is to build a global vehicle networking platform, which has been built in many regions of the world based on Amazon cloud technology.
Relying on the perfect cloud management service systems such as Amazon EKS, Amazon RDS, Amazon ElastiCache, Amazon DocumentDB (compatible with MongoDB), Amazon MSK, Amazon OpenSearch Service, etc.
, Naga Automobile has realized the rapid deployment of cloud native micro services for vehicle networking TSP business, while ensuring the needs of auto scaling and other requirements, and providing local users with a high-performance, low-latency car networking interactive experience.
Through the use of Amazon IoT Core management services, Najia is able to collect and process real-time data to ensure the high safety, stability and reliability of its vehicle networking OTA system implemented around the world.
The third is to provide industry-leading safety compliance solutions to escort Nezha cars to sea.
Through Amazon IAM, Amazon WAF, Amazon Network Firewall, Amazon GuardDuty, Amazon Inspector, Amazon Shield Advanced and other services, Amazon Cloud Technology can provide seven layers of protection against vulnerabilities and various network attacks, but also ensure that it fully meets the requirements of international authoritative standards and norms such as GDPR certification, and provides a strong guarantee for the internationalization process of Nezha Automobile.
Naxi Automotive has also partnered with Amazon Cloud Technology partners to deploy public key infrastructure (PKI) systems and Automotive Security Operations Center (VSOC) systems based on Amazon Cloud Technology to provide encryption services and digital signatures and other security services for its vehicle networking applications.
In the future, Najia plans to continue to strengthen its cooperation with Amazon cloud technology, especially in the generative AI and the interaction between the car and the cloud, through the generative AI to further improve the product performance and driving experience of new energy vehicles.
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