Munguva pfupi pfupi, China yakabva pakuva "fekitari yepasi rose" kusvika pakuva nyika inotumira kunze zvigadzirwa zvinodikanwa. mune chero rudzi rwevatengi: nharembozha, makombiyuta, mota, mafashoni epamhepo, mitambo yemavhidhiyo, midziyo yemumba, uye kunyange makambani endege. Pfungwa yezvinhu zvakachipa, zvemhando yepamusoro yakaderera yapera kare: nhasi tiri kutaura nezvemakambani anokwikwidzana zvakananga nemakambani makuru ekuMadokero mukuvandudza, dhizaini, uye kushambadzira.
Kuchinja uku kwakajeka zvikuru kana tikatarisa kurongeka kwenyika dzese, senge mushumo Kantar BrandZ Chinese Global Brand Builders Top 50Mushumo uyu, wakagadzirwa pamwe chete neGoogle, unoratidza makambani ekuChina ari kubudirira mumisika inoda mari yakawanda yakaita seUnited States, United Kingdom, Germany, France, Mexico, Brazil, India, Japan, neAustralia. Chinhu chakanakisa ndechekuti havangotungamiriri tekinoroji chete: vapindawo zvakanyanya muindasitiri yemotokari, varaidzo yedhijitari, uye zvakanyanya, muzvikamu zvakaita semafashoni nekutengeserana kwepamhepo.
Simba repasi rose remabhurandi ekuChina rinoyerwa sei?
Kuti tinzwisise kuti sei mamwe makambani ekuChina akapinda muruzivo rwepasi rose, zvakakosha kuona "Simba rechiratidzo" chako rinoverengwa sei?Kantar anoshandisa modhi inosanganisa zvinhu zvitatu zvakakosha zvinotsanangura kuti nei brand ichizopedzisira yava mupfungwa (uye muhomwe) yemutengi:
- Zvine ChinangwaInoyera kana kambani iyi ichizadzisa zvayakavimbisa uye ichivandudza hupenyu hwemushandisi zvechokwadi. Kusava nemutengo wakaderera hakuna kukwana; inofanira kupa kukosha chaiko.
- ZvakasiyanaInotarisa kuti yakasiyana sei nevanokwikwidza. Kugona kusiyanisa, kuva nechimwe chinhu chakasiyana uye chinoonekwa.
- Zvinoshamisa (zviripo mupfungwa): zvinoratidza kuti kambani iyi inouya mupfungwa zviri nyore sei kana mutengi achifunga nezveboka rakati.
Modhi iyi inosangana ne Ruzivo rweGoogle pamusoro pemaitiro emushandisiKutsvaga, traffic yewebhu, mashandisirwo emaapp, nezvimwe zviratidzo zvedhijitari zvinoongororwa. Kubva ipapo, mhando dzinopfuura mazana maviri dzinoongororwa, uye makumi mashanu ane simba guru pasi rose anosarudzwa—ndiko kuti, idzo dziri kunyatso fambisa chinhu mumisika yepasi rose, kwete muChina chete.
Chidzidzo ichi chinofukidza Nyika gumi nerimwe dzakakosha, dzakabudirira nedziri kusimukiraSpain, France, United Kingdom, Germany, United States, Mexico, Brazil, India, Indonesia, Japan, neAustralia. Maindasitiri makuru gumi nemashanu anoongororwa: mafashoni, zvemagetsi zvevatengi, kufamba nemotokari, varaidzo yedhijitari, mitambo yemitambo, e-commerce, chikafu nezvinwiwa, midziyo yemumba, masevhisi edhijitari, nezvimwewo.
Makambani makumi mashanu epamusoro ekuChina ane mukurumbira pasi rose
Kana tikatarisa Kantar BrandZ yepamusoro makumi mashanu, chinonyatsobuda pachena: Zvinhu zvikuru zvinotengeswa kunze kwenyika neChina itekinoroji, varaidzo, nemotokari.Uku ndiko kutarisa podium uye zvikamu zvakasimba mukati mehurongwa:
Pamusoro perondedzero pane ByteDanceTikTok, kambani huru yeTikTok neDouyin, ndiyo kambani yeChinese ine simba guru pasi rose, nekuda kwekutonga kwayo kukuru kwemavhidhiyo mapfupi uye varaidzo dzenharembozha. Inoteverwa nevanorema mumidziyo yemagetsi nefashoni yepamhepo:
- Xiaomi, rimwe remazita anotungamira mumafoni, zvishandiso zvakabatana uye dzimba dzakangwara.
- SHEIN, puratifomu yemafashoni epamhepo yakakwidza mafashoni nekukurumidza nemitengo inokatyamadza, kuburitswa kwezvinhu nguva dzose uye mafambiro emota ane hutsinye.
- Lenovo, inotungamira pasi rose mumakombiyuta emunhu uye ine humbowo hwakasimba muEurope nemuAmerica.
- Huaweiizvo, pasinei nemirau mune mamwe misika, zvinoramba zviripo zvakanyanya muAsia, Africa neLatin America.
Zvinotevera boka iri kune mamwe marudzi anozivikanwa zvikuru akadai se Haier, Hisense, AliExpress, TCL, OPPO, vivo, Tencent, BYD, Chery, DJI, Anker, TP-Link, Insta360, Roborock, EcoFlow, Eufy kana mapuratifomu makuru ekufambisa uye mararamiro Trip.com y Di DiMakambani emitambo yemafoni akadai se miHoYo, Mitambo yeCentury, Lilith, IGG, Mitambo 37 kana Sainzi yeMutambouye mapuratifomu mapfupi evhidhiyo nedzevaraidzo akadai se Kuaishou, DramaBox, Kunlun kana Reelshort.
Pakazara, chinzvimbo chinosimbisa kuti Mabhuroko ekuChina haasisiri imwe nzira "inodhura zvishoma" kuti vave sarudzo dzepamusoro uye, kazhinji, vanoda zvinhu zvakawanda. Havachatengeswi "nekuti vakachipa," asi nekuti vanopa tekinoroji yepamusoro, dhizaini yakanaka, uye kukosha kwayo kwakasimba.
Makambani makuru etekinoroji ekuChina anotonga pasi rose
Kana paine nzvimbo imwe chete iyo China yakawedzera mutambo wayo zvinoshamisa, iri mu tekinoroji yevatengi, kutaurirana nefoni uye masevhisi edhijitariMazhinji emhando dzatinoshandisa zuva nezuva tisingafungi zvakanyanya nezvazvo, kutaura chokwadi, ndedzechiChinese.
Muenzaniso wakajeka kwazvo ndewekuti TikTokIyi network yemavhidhiyo mapfupi yesocial network, ine muridzi weByteDance, yakachinja kushandiswa kwezviri mukati: mafomati emavhidhiyo mapfupi, maalgorithms akanyatsogadzirwa, uye kugona kuita kuti mafashoni afambe zvakanyanya izvo zvaisafungidzirwa makore mashoma apfuura. Iye zvino inoshanda mumisika inopfuura 150 uye mitauro inopfuura 75, ine mabhiriyoni edownload pasi rese.
Muchikamu chehardware, Xiaomi Yawana zita remadunhurirwa rekuti "Chinese Apple" nekuda kwekubatana kwayo nekushanda kwayo kwepamusoro uye mitengo inokwikwidzana. Yakatanga nemafoni, asi nhasi yava kutengesa zvese: Materevhizheni, zvinopfekwa, otomatiki yemumba, masikuta, zvishandiso zvakangwara zvemarudzi eseKuwedzera kwayo muIndia, Europe neLatin America kwave kunoshamisa, ichigara ichizviisa panzvimbo yakanaka kune avo vanoda zvakawanda nekuda kwemari yavo.
Mumwe mhare ndiye LenovoYakavambwa kuma1980 seLegend, yave mutengesi mukuru wePC pasi rose. Kutengwa kwechikamu chePC cheIBM muna 2005 uye Motorola Mobility muna 2014 kwakasimbiswa pasi rose. Parizvino inoshanda munyika dzinopfuura makumi matanhatu uye inotengesa zvigadzirwa zvayo munyika dzinenge zana nemakumi matanhatu, ine katalogu inosanganisira... malaptop, madesktop, mapiritsi, mafoni emafoni uye nzvimbo dzebasa dzehunyanzvi.
Pakati pekukurukurirana kwefoni pane Huawei uye ZTEHuawei yakava kambani huru pasi rose inogadzira michina yenetwork muna 2012 uye yakatopfuura Apple pakutengesa mafoni. Kunyangwe yakatarisana nezvirambidzo mune dzimwe nyika nekuda kwezvikonzero zve geopolitical uye cybersecurity, Inoramba iri chinhu chakakosha mukugadzirisa 4G, 5G network uye zvivakwaPamusoro pekuchengetedza kuvapo kwakasimba mumusika wefoni munyika dzakawanda, ZTE yave ichipa ma routers, modems, nharembozha, nezvimwe zvishandiso zve network munyika dzinopfuura 130 kubvira kuma90, nguva dzose ichitarisa kukosha kwemari.
Rimwe danho guru rezve tekinoroji yeChina nderekuti mapuratifomu ebasa nemitambo yemavhidhiyoInopenya zvakanyanya pano TencentImwe yemakambani makuru edhijitari pasi rose, ine WeChat (app yekutumira mameseji nekubhadhara inowanikwa kwose kwose muChina), WeChat Pay, uye QQ, uye inodzora kana kuti ine migove mumakambani makuru emitambo akadai se Mitambo yeEpic, Activision Blizzard, Mitambo yeRiot kana kuti Supercell. Mazita akadai se Fortnite, League of Legends, PUBG Mobile kana Clash of Clans Vane siginecha yakananga kana isina kunanga yeTencent.
Tencent iri padivi payo. Alibaba, inotungamira pasi rose mukutengeserana kwepaindaneti. Ecosystem yayo inosanganisira:
- Alibaba.com, chikuva cheB2B chinobatanidza vagadziri vekuChina nevatengi vanobva kumativi ese epasi.
- AliExpress, yakagadzirirwa mutengi wekupedzisira nekutumira zvinhu kune chero nyika.
- Taobao uye Tmall, iyo inonyanya kutonga kutengeserana kwepaindaneti mukati meChina.
- Juhuasuan, webhusaiti yekutengesa zvinhu nekukurumidza ine zvidzikiso zvikuru.
- Alipay, sisitimu yekubhadhara yedhijitari inokwikwidzana nePayPal nedzimwe wallets.
Mepu iyi inozadzwa nemakambani akadai se DJI, mutungamiri mukuru mukushandisa ma drones evatengi nehunyanzvi nemhuri dzayo dzeMavic nePhantom; Haier naHisensemidziyo mikuru yemumba uye midziyo yemagetsi inoshandiswa nevatengi (terevhizheni, mafiriji, michina yekuwachisa, ma air conditioner); uye Anker neTP-Link, avo vakazviitira mukurumbira pasi rose nemachaja, mabhatiri ekunze, masisitimu enetwork uye maWi-Fi routers anoshanda zvakanyanya.
Mhando dzemotokari dzekuChina: kubva kumotokari dzakachipa kusvika kumotokari iri kutariswa nemunhu wese
Kana tikatarisa nyika yemitambo yemota, mamiriro acho ezvinhu achinja zvikuru zvekuti zvinoshamisa. Makambani emotokari ekuChina achinja kubva pakuva nyaya dzekare muEurope kusvika pakuonekwa zvakanyanya mumigwagwa yedu, kunyanya muchikamu cheSUV uye, kunyanya, mumotokari dzine magetsi.
Muchinzvimbo chepasi rose chemhando dzemotokari dzekuChina, vagadziri vemotokari vakaita se BYD, Chery, GWM (Great Wall Motors), Geely, Lynk & Co, Maxus, JAC Motors, Changan naWulingVazhinji vakaisa mari yakawanda mumotokari dzemagetsi nedzakasanganiswa, uye vari kutumira tekinoroji iyoyo kuEurope, Latin America, Middle East nedzimwe misika.
BYD (Build Your Dreams) ingangove muenzaniso unoshamisa zvikuru. Yakavambwa muna 2003, yakatanga nekugadzira mabhatiri e lithium uye nhasi uno imwe yemakambani makuru pasi rose anogadzira mota dzemagetsi nedzakabatanaIchikwikwidzana zvakananga neTesla maererano nehuwandu, huwandu hwayo hunosanganisira mota dzemumaguta, sedans, SUV, uye kunyange mabhazi emagetsi anoshandiswa nezvikepe zveveruzhinji pasi rese. Blade Battery Uye chikuva che e-Platform 3.0, chinosanganisa bhatiri muchimiro chechassis, chakapa mukana wakajeka mukushanda zvakanaka uye kuchengetedzeka.
MuSpain, BYD yakawedzera kuvapo kwayo munguva pfupi, ine network yevatengesi iri kukura nekukurumidza uye mamodheru akadai se BYD Dolphin Surf, imwe yemotokari dzemagetsi dzinotengeswa zvakanyanya nekuda kwemutengo wayo nemidziyo uye mukati mayo makakura nekuda kwehukuru hwayo.
Imwe hofori ndiyo Ehe, kambani yekutanga kugadzira mota dzega muChina. Zita iri ringasave rakanaka kune veruzhinji, asi Iye muridzi weVolvo neLotus, anodzora Polestar, uye ane migove muMercedes-Benz neSmart. uye ine tekinoroji yekubatana neRenault nedzimwe mhando. Pasi rose, yatove nemotokari dzinodarika mamiriyoni gumi dzakatengeswa uye iri kuisa kambani yayo yeGeely muEurope ine mota dzemagetsi nedzakabatana dzakadai seEX5 neStarray EM-i Super Hybrid, dzine nzvimbo dzakabatana dzinogona kusvika makiromita angangoita chiuru.
Ine huremu hukuru zvakare pakati penzvimbo dzepamusoro dzeChinese. CheryChery ndeimwe yemakambani anogadzira mota dzinotengesa mota kunze kwenyika zvakanyanya. Kunyangwe hazvo mota dzayo dzisingawanzo kuwanikwa mumaguta makuru ekuChina akaita seBeijing, Chery inzvimbo ine simba mumisika yepasi rose uye inoshanda nekambani ye mhando dzesatellite kurwisa zvikamu zvakasiyana: Omoda, Jaecoo, Lepas, Exeed (Exlantix muSpain), Jetour, iCar kana mubatanidzwa neJaguar Land Rover, pakati pevamwe.
MuSpain, Chery inowanikwa zvakanyanya kuburikidza ne Omoda, Jaecoo, Lepas uye nhoroondo yeEbroEbro, iyo yakamutsidzirwa neboka reChina kuti ivandudze maindasitiri ekare eNissan muFree Trade Zone yeBarcelona, ​​inounganidza mota dzeSUV dzine magetsi ikoko dzinosanganisa ma powertrains ehybrid anozvichaja ega uye anobatanidzaine mavhiri ekumberi kana ese-vhiri, zvigaro zvinosvika zvinomwe uye mitengo inokwikwidzana zvikuru.
Mhando dzakadai Great Wall Motors Vakasarudza kunyanyoita basa ravo MaSUV nemapickupAya ndiwo mapoka anodiwa zvakanyanya muChina nemune dzimwe nyika. Maitiro avo anosanganisira kusimbisa maonero avo ekuti vakasimba uye vanogara kwenguva refu, ukuwo vachisanganisira mahybrid nemagetsi kuti vagadzirise mitemo mitsva uye mafungiro evashandisi anochinja.
Pamwe chete navo tinowana SAIC mota (boka rine muridzi weMG, pakati pevamwe), Dongfeng, Changan, JAC, naWuling vanopedzisa mepu yevagadziri vekuChina vane kuvapo kuri kukura mumisika yekumadokero. Vamwe, vakaita se MGVatove vakapararira muhuwandu hwekutengesa muSpain, kunyanya nekuda kwemhando dzemagetsi nemaSUV ane yakanyanya hukasha kunaka-mutengo reshiyo.
Kuvandudzwa kwetekinoroji mumotokari dzemuChina
Chinokosha pakufambira mberi kweChina muindasitiri yemotokari ndechekuti havana kungotevedzera mamodheru aripo chete; Vakaisa mari yakawanda mukuisa magetsi, kubatanidza mota, kubatsira kutyaira, uye kugadzira mota.Izvi zvinoonekwa mukugadzirwa kwekupedzisira uye mune ruzivo rwemushandisi.
Kutanga, iyo kuiswa kwemagetsiChina yakagadzira zvivakwa zvekuchaja zvakawanda, kunyanya mumaguta ayo makuru, izvo zvakaita kuti vanhu vakawanda vashandise mota dzemagetsi. Kutaura zvazviri, munzvimbo dzakadai seBeijing, Kuwana plate yemotokari yepeturu kwakaoma chose (Unopinda murotari ine mikana yakaderera zvikuru), nepo kune mota dze "New Energy" (maEV chaiwo, mahybrid, uye mahybrid akabatanidzwa) kune system yekumirira, yakareba asi inogoneka zvikuru. Izvi zvakasunda vagadziri vakaita seBYD, NIO, Xpeng, Leapmotor, naChery kuti vatange kuisa mapuratifomu emagetsi pakutanga.
Chechipiri, the kutyaira wega uye rubatsiro rwepamusoroMakambani akaita seBaidu neTencent ave achigadzira nzira dzekufambisa neADAS (Advanced Driver Assistance Systems) kwemakore, izvo zvava kushandiswa mumhando dzakawanda dzeChinese. Emergency braking, adaptive cruise control, lane keeping assist, traffic jam assist, pedestrian netsoka uye cyclist detection… kazhinji, Kunyangwe mota "yakajairika" muChina ikozvino ine masikirini makuru uye nhanho yekubatsira mutyairi yatakangoona makore mashoma apfuura mumhando yepamusoro..
La connectivity Ndiyo imwe pfungwa yakasimba: mota idzi dzakawanda dzinoshanda zvakafanana mafoni ane mavhiriVanobatanidza IoT, over-the-air (OTA) updates, voice assistants, cloud services, uye platforms dzakapfuma dze infotainment. Semuenzaniso, mhando dzakadai seXpeng dzakashandisa electrical ne software architecture (SEPA 2.0) yakagadzirirwa kunyatsobatanidza mabasa matsva kuburikidza ne software, pasina chikonzero chekuenda kuworkshop.
Pakupedzisira, dhizaini yafambira mberi zvikuru. Makambani ekuChina azvikomberedza ne Mapoka ekugadzira ekuEurope uye vakanyatsoongorora huwandu, zvinhu zvemukati, uye mikana yekugadzirisa, uye dzimwe nguva vakaisa mareferensi kune zvipfeko zvekare zveChineseZvimwe zvinhu zvemazuva ano zvakawedzerwa pane izvi, zvakaita sema "minimalist interiors" ane ma "vertical screens" makuru, "modes" dzinoshanda kune mhuka dzinovaraidza (senge Jaecoo's, iyo inogadzirisa mamiriro ekunze kuitira kuti mhuka igare yakachengeteka mumotokari) kana kuti zvigaro zvemodular zvakanyanya.
Varaidzo nemitambo: imwe tsandanyama huru yeChinese
Kupfuura michina nemotokari, kune rimwe divi iro China iri kutungamira pasina mubvunzo: varaidzo yedhijitariTiri kutaura nezve social media nemavhidhiyo mapfupi, pamwe nemitambo yemavhidhiyo yemafoni, PC, uye console.
Chokutanga pane zvose zvemukati platformsPamusoro peTikTok/ByteDance, tinowanawo Kuaishouiyo yakagadzirawo nzvimbo yakakura seapp yemavhidhiyo mapfupi ine "nzvimbo" uye isinganyanyi kutarisisa kune dzimwe nyika, asi ine vashandisi vakawanda. Mamwe mapuratifomu akadai se DramaBox, Kunlun kana Reelshort Vari kuyedza mafomati ema microseries uye zvinyorwa zvakatevedzana zvakagadzirirwa nharembozha, nezvikamu zvipfupi zvakanyanya uye nekukurumidza kurondedzera nyaya. Uyezve, zvinhu zvinobudirira mumabhaisikopo zvakaita se Ne Zha 2 Varatidza kugona kwemafirimu ekuChina kuti ave chinhu chinoshamisa uye kukura pasi rose.
Mumitambo yemavhidhiyo, runyorwa rwemabhurandi ekuChina akakodzera rwakareba kwazvo. Tencent Tatoona kuti inotonga chikamu chikuru chemusika wepasi rose, kuburikidza neIP yayo uye migove yayo mumastudio ekuMadokero. Asi haisi yega. Chinzvimbo ichi chinosanganisirawo makambani akaita se:
- myHoYo, mugadziri weGenshin Impact, imwe yemitambo yakasununguka inotambwa pasi rose, ine mari inosvika mamiriyoni emadhora kuburikidza nekutengeserana kudiki.
- Mitambo yezana remakore, Lilith, IGG, Mitambo 37 neSainzi yeMutambo, avo vakagadzira mabhuku emafoni anobatsira zvikuru uye anokwezva zvikuru muAsia, Europe neAmerica.
- MagicTavern, zvakare nyanzvi mumitambo yemafoni inotarisa zvakanyanya pakuchengetedza mitambo uye kuwana mari.
Zvese zvinobatsirwa nechimwe chinhu chiri nyore: Nharembozha ndiyo puratifomu yemitambo yepamusoro pasi roseUye China yave nemakore ichigadzira zvigadzirwa zvakakwana kune iyo ecosystem, zvakagadzirirwa touchscreens, zvikamu zvipfupi, uye mamodheru emahara.
Uyezve, vanoonekwawo zvakanyanya muchikamu chevaraidzo Insta360 uye DJIavo vakakwanisa kukwira mafungu ezvinyorwa zvinonzwika nemavhidhiyo nemakamera ekuita, 360º nemadrones ayo akabvumidza kurekodhwa kwemavhidhiyo anoshamisa kune vagadziri vezvinyorwa zvemazinga ese.
Sei vatengi vari kuramba vachisarudza mhando dzeChinese?
Mubvunzo mukuru ndewekuti: chii chakachinja kuita kuti hafu yepasi rose ive nechido chekutenga brand yekuChina isina kufunga kaviri? Sekureva kweongororo dzeKantar, 81% yevatengi vepasi rose vanoda kuyedza mhando itsvakunyangwe kana dzichidhura zvakafanana kana kupfuura zvechinyakare. Uye, muna 2024, vanhu vanosvika hafu yevashandisi (47%) vakachinja kubva pamhando yavo yenguva dzose mune chimwe chikamu.
Makambani ekuChina akashandisa zvakanaka chido ichi chezvinhu zvitsva nekuda kwekusanganiswa kwezvinhu zvitsva Kugadzira zvinhu zvitsva, dhizaini inoshanda, mutengo wakanaka, uye kushambadzira kwedhijitari zvine hukasha. Uye ine mafuta akawanda. Mishandirapamwe yekukurudzira vanhu, kuburitswa kwezvinhu nguva dzose, kuvapo pasocial media, kutengesa zvinhu nekukurumidza, nharaunda dzakavakirwa pazvigadzirwa… zvese izvi zvakabatsira mabrandi aisazivikanwa muEurope makore mashanu apfuura kuti ave nepfungwa dzakanaka kune vatengi vazhinji nhasi.
Kukwanisa chinja zvinoenderana nezvinodiwa nemusika wega wegaKutengesa muChina, uko mota dzemagetsi chete dziri chinhu chakajairika mumaguta makuru, hazvina kufanana nekutengesa muEurope, uko mota dzemagetsi dzakasanganiswa nedzakabatana dzichiri kutengeswa zviri nani kupfuura 100% EV. Saka nzira dzakasiyana dzatinoona: China inosundidzira mota dzemagetsi kumusika wayo wemuno, asi vagadziri vanogadzirisa zvavanopa kune mota dzakasanganiswa, peturu yakagadziriswa, kana kunyange dhiziri zvichienderana nenyika yavanotumira kunze kwenyika.
Pakupedzisira, iyo kuchengetedza Hazvichave "zvekuwedzera" uye zvave nharo huru. Makambani akazvipira zvakasimba kuderedza kusvibiswa kwemhepo (mukushandiswa kwemotokari uye mukugadzirwa kwavo), kuchengetedza simba mumidziyo yavo, kana kuderedza marara mupakeji nekufambisa zvinhu, ane mukana wakajeka mupfungwa dzevatengi vari kunetseka zvakanyanya nezvekuchinja kwemamiriro ekunze.
Nekusanganiswa uku kwese, hazvishamisi kuti, patinotarisa runyorwa rwemabhurugwa eChinese akanakisa pasi rose, tinoona mazita ataitoziva kare uye mamwe atichatanga kuona akawanda muhupenyu hwedu hwezuva nezuva, kubva panharembozha yatinotaura nayo kusvika kumotokari yemagetsi inopinda mugaraji redu chinyararire.