New Rules for New Energy Expansion: How to Break Out from an Overcrowded Market?

— Insights from Yeehai Global CEO Wang Zhilong’s Global Marketing Strategy

I. Introduction: The Road to Breakthrough for New Energy Companies Going Global

On February 27, 2025, the International New Energy Industry Marketing Summit was grandly held in Shenzhen, attracting experts, executives, and media from across the global new energy industry. One of the most anticipated sessions featured Wang Zhilong, founder and CEO of Yeehai Global and China Exportsemi, whose compelling speech ignited deep reflection among nearly a thousand attendees.

“Have you ever faced health problems?” Wang began his speech with a self-deprecating anecdote about frozen shoulder, immediately engaging his audience. He humorously shared how his shoulder pain forced him to quit ice-cold Coke and beer, only to discover unexpected relief from chronic rhinitis and throat inflammation. While seemingly unrelated to new energy, this story held a deeper meaning: true growth is often unpredictable. It happens not by knowing all the answers upfront, but through trial, adaptation, and optimization along the way.

“The same logic applies to the globalization of new energy enterprises.” Wang seamlessly connected his personal story to the industry, highlighting that global competition has entered uncharted waters. Success is no longer about simple market expansion but about strategic persistence, value accumulation, and ecosystem restructuring. Companies cannot have all the answers from the start; the key is to take the first step, learn through practice, and refine strategies over time.

With rising competition in the global new energy sector, how can Chinese companies avoid price wars? How can they build core competitiveness through branding, market strategy, and technological innovation? Wang’s speech not only analyzed the shifting global energy landscape but also introduced a practical survival guide for Chinese new energy companies going international.

Picture: Wang Zhilong, founder and CEO of Yeehai Global/China Exportsemi, delivered a speech at the 2025 International New Energy Industry Marketing Summit

II. Intensifying Global Competition: How Can Chinese Companies Break Through?

1. Rapid Overseas Expansion and Fierce Competition

The global new energy market has seen explosive growth in recent years, especially in solar power, energy storage, electric vehicles (EVs), and batteries. For instance, the International Energy Agency (IEA) predicts that global solar capacity will reach 8,000GW by 2030, with Chinese firms already controlling over 60% of the market.

However, alongside rapid growth comes intensifying competition:

Escalating price wars: A flood of Chinese companies in the same sector has led to severe price undercutting, squeezing profit margins.

Localization challenges: Different countries have unique regulatory barriers, policies, and consumer habits, requiring companies to quickly adapt.

Weak brand recognition: Compared to Western competitors, Chinese brands lack global recognition and premium pricing power.

How can Chinese companies navigate these challenges and secure a foothold in overseas markets? Wang Zhilong provided the answers.

III. Key Takeaways: How to Escape the “Price War Trap” and Build Market Leadership

1. The Core of Competition: Branding, Not Price Wars, Is the Real Moat

Price wars have long plagued the solar panel, energy storage, and charging equipment sectors. Many companies sacrifice profitability for market share, selling at minimal or even negative margins. However, this unsustainable strategy fails to build long-term competitive advantages.

Wang cited EcoFlow, Anker Innovations, and BASEUS, all of which successfully expanded overseas, strengthened brand equity, and ultimately boosted domestic sales. These companies proved that escaping price wars requires brand value and market recognition, not just lower prices.

2. The “Eight-Step Strategy” for Global Marketing

YeehGlobal has developed an eight-step framework to help Chinese new energy companies establish global brand influence, move beyond price wars, and achieve sustainable growth:

Step 1: Market Research & Strategic Positioning

Use big data analytics to identify less competitive, high-potential markets.

Leverage platforms like Google, Facebook, and LinkedIn to analyze user behavior and demand.

Step 2: Market Strategy Development

Focus on niche markets to establish differentiation.

Define clear brand positioning and benchmark competitors to amplify advantages.

Step 3: Brand Identity & Storytelling

Craft compelling brand narratives that resonate with international audiences.

Improve product packaging, website design, and visual identity for a global appeal.

Step 4: Multi-Channel Marketing

Implement a diverse media strategy (social media, SEO, influencer collaborations, trade expos).

Adapt messaging to local markets for targeted audience engagement.

Step 5: Private Traffic & CRM Development

Build customer relationship management (CRM) systems to increase loyalty and reduce acquisition costs.

Step 6: User Profiling & Data Analytics

Leverage data-driven insights to refine audience targeting and improve ad conversion rates.

Step 7: Omnichannel Traffic Monitoring

Utilize big data analysis to optimize marketing campaigns and expand market share.

Step 8: Long-Term Brand Asset Accumulation

Strengthen search engine visibility and content marketing to build lasting brand influence.

IV. Case Studies: How Chinese New Energy Firms Achieved Global Success

1. Solar Energy & Energy Storage Firms' Global Expansion

Challenges: Low brand awareness, poor SEO performance, weak market penetration.

Solutions:

Redesigned independent websites for better user experience and search rankings.

Leveraged localized content marketing in multiple languages to increase global reach.

Combined influencer marketing & industry expos for rapid brand visibility.

Results: Monthly website traffic grew 60%, domain authority increased 45%, and brand awareness surged.

2. EV Battery Companies’ International Breakthrough

Challenges: High competition, low ROI on ads, weak brand presence.

Solutions:

Increase brand exposure through targeted social media (Facebook, LinkedIn, YouTube, etc.).

Partnered with global media outlets for in-depth industry coverage.

Optimized ad strategies to lower customer acquisition costs and improve conversion rates.

Results: Brand searches rose 150%, and order conversion rates increased 35%.

V. Conclusion: The Survival Formula for Globalizing New Energy Companies

Wang Zhilong’s speech not only dissected global energy trends but also provided a proven marketing playbook. In a market where competition is fierce, only companies that prioritize branding, marketing precision, and innovation will thrive.

Moving forward, how can Chinese new energy firms secure their place in the global market? The answer is clear: move beyond price wars, invest in branding, execute precise marketing strategies, and cultivate long-term differentiation. In the rising global energy wave, only brands with strong unique value propositions will achieve sustainable success.

Footnote:
The 2025 International New Energy Industry Marketing Summit and the inaugural release of the "2025 China New Energy Industry Chain Core Competitiveness White Paper" were successfully held on Thursday, February 27, 2025, at the Shenzhen Guangming Cloud Valley International Conference Center. Hosted by Yeehai Global—a client-renowned digital marketing agency specializing in overseas markets—and co-organized by its resource platform China Exportsemi, the summit aimed to provide Chinese new energy enterprises with global expansion guidance, foster business collaboration platforms, and facilitate discussions on cutting-edge trends and commercial opportunities in the global new energy industry.