CEO of the Global Decarbonization Expo Decodes the New Paradigm of China and EU Green Cooperation

The European market is experiencing the throes of the energy revolution, but this is a rare strategic opportunity for Chinese new energy companies. At the Shenzhen 2025 International New Energy Industry Chain Marketing Summit*, Ross Douglas, CEO of the Global Decarbonization Expo, gave an in-depth analysis of the current situation of the European market with his industrial perspective across Eurasia and provided suggestions for Chinese new energy companies to go global.

China's opportunities behind the triple challenge of Europe's energy transition

Ross Douglas pointed out that Europe is currently facing three major challenges: energy, employment and carbon neutrality:

Controlling energy costs – Europe wants to reduce energy prices in order to increase the competitiveness of businesses.

Promote reshoring of manufacturing – increase local employment and reduce dependence on external supply chains.

Accelerating the process of carbon neutrality – Europe is making a strong decarbonization process, as global warming is 1-2 times faster than the global average, and environmental policies are a priority for governments and businesses.

Although in 2019, Europe proposed a policy of comprehensive transition to electrification, due to the lack of local battery manufacturing capacity and imperfect industrial chain, some new energy companies have not succeeded. Tesla's recent sharp decline in sales in Europe also reflects the fact that the European market is reevaluating its reliance on American products, presenting a great opportunity for Chinese companies.

China's new energy enterprises ushered in a historic opportunity

In his speech, Ross Douglas emphasized that Europe is the most potential market for Chinese new energy companies to go overseas.

1.Europe has a population of 450 million people with high consumption power, and compared with markets in the Middle East, Africa, and Latin America, Europe has a developed economy, a strong industrial base, and huge market potential.

2. In recent years, the demand for new energy products in Europe has surged, but there are still shortcomings in the local supply chain, which provides an opportunity for Chinese companies to enter the market.

3. At present, the relationship between Europe and the United States tends to be tense, and the trust of the European market in American products is declining, while the recognition of China's new energy technology is increasing.

Picture：CEO of the Global Decarbonization Expo

How can Chinese companies succeed in the European market?

Ross Douglas put forward three key suggestions for Chinese companies' overseas strategies:

Create a positive brand image and break down Western misconceptions

At present, some traditional energy companies in Europe still have a conservative attitude towards the new energy industry, and even have a bias against the quality and reliability of China's new energy products. Chinese companies need to strengthen their brand promotion, emphasize the high quality and reliability of their products, and show the European market how China's new energy industry can contribute to Europe's carbon neutrality and energy independence.

Establish a win-win cooperation model and enhance market trust

Chinese companies should convey a core message to European governments, businesses and consumers: the success of China's new energy industry will not weaken the European economy, but will create more jobs. For example, although the United Kingdom does not produce new energy hardware, the number of jobs in this industry has increased year by year, proving that the entry of Chinese products into Europe will not lead to the shrinkage of local industries, but will promote the common development of the entire industry.

Enhance soft power and create a long-term profit model

Tesla's energy storage product Megapack in Europe, which is still selling well at $460/kWh, is still selling well, and the key to its high profit margin is not in the hardware, but in brand trust, software services, and overall solutions. In contrast, many Chinese companies over-price and ignore opportunities to add value. At a time when trust in U.S. products is declining in the European market, it is an excellent time for Chinese new energy companies to establish long-term relationships and increase brand premiums.

Despite the challenges faced by the European new energy market, its huge consumer demand, policy support and openness to Chinese new energy companies make it the best choice for Chinese companies to go overseas. In the future, as Chinese companies further enhance their brand influence, strengthen their cooperation models, and compete around soft power such as services and software, they will surely occupy a more important position in the European new energy market.

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.