How to accurately adapt to the automotive consumption preferences of Geely, Lynk & Co, and Zeekr in the Southeast Asian market？

The core decision-making logic of Southeast Asian consumers revolves around "adapting to the local environment + controlling comprehensive costs + meeting basic functions". All three brands need to cater to this underlying demand:

High temperature and humidity (annual average temperature 25-30℃, precipitation exceeding 2000 mm) and coastal salt spray climate make "wear resistance" a core demand. Consumers prefer vehicle body parts that have undergone anti-corrosion treatment (such as bumpers that have passed 720 hours or more of salt spray testing), mildew-proof air conditioning filters, and high-penetration fog lamp assemblies. These accessories can reduce frequent maintenance costs, and their procurement demand accounts for more than 40% in coastal countries such as Indonesia and Malaysia.

2. Cost performance is king, rejecting "function premium"

The Southeast Asian market is dominated by mid-to-low-end consumption. After Malaysia's service tax was raised to 8%, consumers' sensitivity to maintenance costs further increased. Cost-effective basic accessories (such as Geely oil filters and universal brake pads) are more popular, accounting for more than 60% of the market share. Even users of high-end models prefer configurations with "solid basic functions + reasonable prices" and refuse to pay for redundant functions.

3. Road condition adaptability, taking into account complex scenarios

The high proportion of unpaved roads and severe urban congestion have prompted consumers to prioritize reinforced chassis accessories. Geely Emgrand X6 users often purchase additional wear-resistant shock absorbers, and Lynk & Co 02 owners often upgrade anti-deformation control arms. Such adaptive accessories have a premium space of 15% in the Indonesian market, and their repurchase rate is significantly higher than that of ordinary accessories.

II. Brand-Specific Consumption Preferences: Positioning Differences Spur Segmented Needs

As the "main force close to the people" in the Southeast Asian market, Geely has achieved an 18.7% market share in Malaysia through the Proton cooperation channel. Its users are mainly family users and small and medium-sized enterprise owners, with preferences focusing on "basic durability + cost control":

Lynk & Co focuses on the high-end market above 200,000 yuan, accurately capturing the young consumer group accounting for more than 50% in Southeast Asia. The core of its preferences is "personality expression + driving pleasure", with strong demand for accessory upgrades:

Zeekr is positioned as a luxury technology brand above 300,000 yuan. It topped the sales of luxury MPVs in Thailand with the 009 model. Its users are mainly high-income families and corporate executives, with preferences focusing on "intelligent practicality + new energy adaptation":

III. Preference-Driven Accessory Supply Strategies

IV. Trend Prediction: Accelerated Integration of New Energy and Younger Demand

In the next 3-5 years, consumer preferences in Southeast Asia will show two major changes: first, the demand for new energy accessories will explode (the market size is expected to reach 80-100 billion US dollars by 2035), and Zeekr's three-electric system-related accessories are expected to become a new growth driver; second, young users' demand for "personality + intelligence" will deepen, and the compound growth rate of Lynk & Co's personalized kits and Zeekr's intelligent cockpit accessories may exceed 40%. The supply side needs to lay out localized production in advance (such as the model where Wuling has driven 17 Chinese enterprises to settle in Indonesia) to accurately capture the demand dividends.