比亚迪拟以微型门店撬动日本市场增长

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据日经新闻报道，中国电动汽车领军企业比亚迪计划通过大量开设仅展示一到两款车型的微型门店，快速扩建在日本的销售网络。Racco；图片来源：比亚迪比亚迪已在日本主要城市及县厅所在地开设门店。从2026年开始，该公司将以小型化门店模式加速在其他地区的扩张。比亚迪汽车日本公司社长Atsuki Tofukuji表示：“我们计划覆盖地方小型商圈，用于销售微型电动车。”这些门店将设在人口不足50万的地方城市，...

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Tofukuji表示：“我们计划覆盖地方小型商圈，用于销售微型电动车。”这些门店将设在人口不足50万的地方城市，每家最多陈列几台展车，且开店速度更快。传统汽车门店通常规模较大，以充分展现品牌形象。比亚迪反其道而行，核心是为了今年夏季上市、专为日本市场开发的Racco微型电动车。Racco宽敞的车内空间部分借鉴了日本最畅销微型车本田N-Box。尽管比亚迪以中国本土高性价比供应链着称，但对任何跨国企业而言，专为日本市场开发车型都存在风险。微型门店将以Racco为核心主推产品。在日本，K-Car轻型车约占新车销量的40%，在地方及乡村地区需求旺盛。比亚迪希望凭借Racco切入日本微型车市场。比亚迪于2023年进入日本乘用车市场。日本消费者向来对中国品牌持审慎态度。从进入之初，扩大门店数量就是比亚迪提升品牌认知与信任度的关键。比亚迪曾提出2025年底门店扩至100家的目标。该公司计划租用前便利店等空置物业以降低成本，此举可将开店周期缩短一半。外资车企通常采用本国统一的装修材料与风格，以呈现品牌理念。而比亚迪在日本将速度放在首位，在获得中国总部许可后，日本公司大部分门店装修材料均在当地采购。截至2025年底，比亚迪含待开业门店在内共拥有69家门店，覆盖38个都道府县，数量是特斯拉自2014年进入日本市场至今29家门店的两倍多。由于物业选址困难等问题，比亚迪未能完成此前目标。随着Racco上市临近，Atsuki Tofukuji对扩张进度不及预期感到强烈紧迫感。Atsuki Tofukuji说道：“车型数量会增加，但现有门店数量会导致错失销售机会。”2025年，比亚迪在日本市场售出3,731辆电动汽车（不含商用车），同比增长68%，目前在该细分市场排名第五，但销量增速低于预期，部分原因是消费者对中国汽车仍存顾虑。比亚迪的定价策略也显露出紧迫感。2025年9月，该公司对在日本销售的全系车型开展为期一个月的降价促销，降幅为“50万日元至117万日元（约3,200美元至7,500美元）”，使其车型成为日本市场最实惠的纯电动紧凑型车。不过，虽然这一策略在2025年9月提振了销量，但降价并非长久之计。特斯拉2025年在日本销量约1.06万辆，同比增长约90%，销量首次突破万辆大关。特斯拉以直营门店注重服务+线上销售的模式取得成功，这家美国车企也正在日本扩大门店网络。Atsuki Tofukuji表示：“随着微型电动车上市，我们必须提升销量。”年销1万辆是“重要目标”。要实现这一目标，比亚迪今年需比2025年多卖6,000多辆。特斯拉花了11年才在日本突破万辆销量。比亚迪需要快速达成这一雄心目标是有原因的。日本车企正陆续推出自家电动微型车。2月9日，大发（Daihatsu Motor）推出与丰田等合作伙伴开发的微型电动商用车，微型车龙头铃木汽车则计划从2026财年开始推出电动微型乘用车。日本车企在日本本土的门店网络远大于比亚迪。大发在全国拥有约700家门店，若包含正规经销商与汽车维修店等小型网点，总数可达6,000家。比亚迪也在通过其他渠道拓展销售。该公司罕见地在乐天市场（Rakuten Ichiba）电商平台开设店铺，并在日本最大零售集团永旺（Aeon）旗下商场开展限时活动。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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