世界摩都的二次远征之《重庆摩托的品牌远征》

由西部国际传播中心制播的重庆首档国际传播融媒栏目《渝见》第253期特别节目《世界摩都的二次远征之重庆摩托的品牌远征》，于10月10日在全球播出。

The first international broadcast program in Chongqing, the 253rd special episode of “Let’s Meet,” titled “The Second Odyssey of the World’s Motorcycle Capital: Chongqing Motorcycles’ Brand Odyssey”, and produced by WCICO, will be broadcast globally on October 10.

在前两期节目中，我们回顾了重庆摩托车产业四十余年的发展历程：从完整产业体系的搭建、初次出海遭遇的市场跌宕，再到近些年依托技术研发与产品升级完成产业转型。随着制造实力与产品竞争力持续增强，重庆摩企开始聚焦自主品牌建设，致力于将长期积淀的产业优势转化为国际品牌影响力。

In the first two episodes, we traced the development of Chongqing’s motorcycle industry over more than four decades, from building a complete industrial system and navigating the ups and downs of its initial expansion into overseas markets to transforming the industry in recent years through technological innovation and product upgrades. As manufacturing capabilities and product competitiveness continue to improve, Chongqing’s motorcycle companies are shifting their focus toward building their own brands, aiming to turn decades of accumulated industrial strengths into international brand influence.

过去，中国摩托车主要凭借制造优势敲开国际市场大门；如今，一批重庆摩企正全力打造具备国际影响力的自主品牌。企业比拼的不只是销量，更要构建品牌认知、完善销售渠道，并依靠长期深耕赢得消费者信赖。在欧美高端市场，新一代摩企凭技术创新、差异定位和智能电动化强势破局。近五年来，虬龙在英国电动越野摩托车领域的销量持续位居第一；在亚非拉市场，尚峰等企业靠深度定制与售后服务放弃低价内卷，实现订单翻倍。2026年1–7月，重庆摩托出口额达到178.9亿元，大排量与电摩爆发式增长，在巴西等市场直追日系巨头。

In the past, Chinese motorcycles entered international markets largely on the strength of their manufacturing capabilities. Today, a growing number of Chongqing motorcycle companies are working to build their own brands with global influence. In the global market, competition is not just about sales volume. It is also about building brand recognition, expanding sales networks, and earning consumer trust through a long-term commitment to local markets. In Western markets, companies are breaking through via innovation, unique positioning, and electrification. SURRON, for instance, has ranked first in electric off-road motorcycle sales in the UK for nearly five consecutive years. In markets across Asia, Africa and Latin America, firms like Shangfeng abandoned price wars for deep customization and direct service, doubling their orders. Chongqing-made motorcycle exports reached 17.89 billion RMB from January to July 2026, with huge gains in large-displacement and electric bikes rapidly closing the gap with Japanese leaders in places like Brazil.

从产业成型、产品迭代升级，再到布局品牌建设，重庆摩托车产业开启的“第二次出海”，追求的不再仅仅是产品走向全世界，更要让海外消费者看见、认可并愿意选择中国品牌。本期节目，我们将聚焦重庆摩企如何实现从产品出口到品牌国际化的跨越，探寻属于中国摩托产业的全球新机遇。

From establishing a complete industrial system and upgrading products to developing their own brands, Chongqing’s motorcycle industry is embarking on its second wave of global expansion. This time, the goal is no longer simply to sell products around the world, but to make Chinese brands visible, recognized, and preferred by overseas consumers. In this episode, we explore how Chongqing’s motorcycle companies are making the leap from product exports to international brand building, and uncover new global opportunities for China’s motorcycle industry.