新能源车越卖越多 谁在赚“装饰”的钱？

Summary 1: Start with the industry landscape and key data.

1. In the first three quarters of 2026, new energy vehicle (NEV) sales exceeded 12 million units, accounting for 54% of total new vehicle sales; the automotive aftermarket is projected to reach RMB 2.43 trillion in 2026.

2. Automotive accessories fall into interior, exterior, and other categories. Paint protection film (PPF) is growing fast: domestic installation penetration rose from less than 0.1% in 2015 to about 17% in 2025; invisible PPF was an RMB 18.6 billion market in 2025, up 12.3% year on year.

Summary 2: Then look at practical purchasing and market opportunities.

1. NEVs have boosted demand for vehicle-specific items such as panoramic roof sunshades, center-console organizers, and screen protectors; accessories are shifting from covering flaws and keeping warm to personal expression.

2. Vehicle-specific fit and original-car molds have become the top selling point for automotive accessories on Douyin; leading factories have pattern data for more than 5,000 vehicle models.

3. Yiwu District 5 offers one-stop sourcing, with a domestic-to-foreign trade ratio of about 1:9; consolidated container groupage reduces logistics costs. New categories such as smart fragrances and heated, massaging, and ventilated seat cushions are worth watching.

Summary 1: Consumer trends and product R&D direction.

1. NEVs turn the cabin into a mobile third space, expanding new demand for panoramic roof sunshades, center-console organizers, screen protectors, and other items; accessories are shifting from functional necessities to personalization and emotional value.

2. Gen Z is becoming the main car-buying group; color-change films, fragrances, and customized accessories are driving purchase frequency and average ticket size, helping niche categories break into the mainstream.

3. Vehicle-specific fit and original-car molds are the top selling point on Douyin. As model iterations accelerate, universal parts are exiting; pattern libraries and rapid mold-making capabilities are becoming barriers to entry.

Summary 2: Channels and overseas marketing.

1. Cross-border e-commerce is a fast channel; cross-border GMV of automotive products on platforms such as Amazon and AliExpress is growing 28.6% annually.

2. Regional preferences are pronounced: the Middle East favors elaborate patterns, thick materials, and a luxurious feel; Southeast Asia requires moisture-proof, mold-resistant, easy-to-clean products; Africa prioritizes volume; Europe and the U.S. emphasize environmental compliance.

3. Yiwu integrates exhibitions and trade: overseas buyers inspect samples and then place orders in the market; foreign trade accounts for over 90% of orders.

Summary 1: Growth markets and shifts in demand.

1. NEV penetration is the biggest source of incremental demand. It frees up cabin space and creates vehicle-specific demand for panoramic roof sunshades, organizers, screen films, and other items; Gen Z emotional spending raises average order value.

2. Overseas opportunities are diverging: in the Middle East, car covers, sun shades, and sunshades are high-frequency replacement items; in Southeast Asia and Indonesia, GMV for seat cushions and fragrances grew by more than 100% year on year; in Africa, used cars account for over 70% of the market, driving repeat purchases of wear parts; Europe and the U.S. have stable replacement demand but higher barriers.

Summary 2: Opportunities, risks, and lessons.

1. Opportunities lie in vehicle-specific products, smart fragrances, ambient lighting, and heated, massaging, and ventilated seat cushions, as well as Yiwu's full-category sourcing and consolidated container exports.

2. Risks include the shrinking fitment space for universal parts, while leading pattern data covers more than 5,000 vehicle models; Europe requires compliance certifications such as REACH, with long lead times.

3. Leverage exhibition-trade linkage for customer acquisition: the September 2026 exhibition had 6,123 overseas buyers and RMB 99.755 million in on-site intended transactions; foreign trade orders exceeded 90%.

Summary 1: Production and design requirements are changing.

1. NEV model development cycles are compressed and annual updates are accelerating. Body-fit categories such as floor mats and seat cushions are moving from standardized to customized products; vehicle-specific fit and original-car molds are core selling points.

2. Universal parts are accelerating their exit; pattern libraries and rapid mold-making capabilities, rather than equipment investment, are becoming the threshold. Leading factories have pattern data for more than 5,000 vehicle models.

3. Categories are becoming long-tail and segmented; seat cushions alone generate dozens of specifications based on vehicle model, material, and layer count.

Summary 2: Industry opportunities and e-commerce implications.

1. Production clusters are clear: Tiantai has more than 1,500 companies and annual output value of RMB 38 billion, with seat cushions, floor mats, and sunshades accounting for more than 70% of the national total; Guangzhou focuses on car films, fragrances, and TPE floor mats; Danyang and Changzhou are strong in molds and OEM/ODM.

2. Smart and scenario-based products create new opportunities: smart fragrances were installed in 2.023 million vehicles in 2025 and are projected at 4.069 million in 2030, with the market expanding from RMB 4.57 billion to RMB 9.36 billion; heated, massaging, and ventilated seat cushions can serve as aftermarket alternatives for the Middle East and Africa.

3. Cross-border e-commerce GMV is growing 28.6% annually; exhibition-trade linkage can help factories connect with foreign trade orders.

Summary 1: Industry trends and customer pain points.

1. NEV adoption is driving expansion of accessory categories; vehicle-specific fit, customization, and smart, scenario-based products are the direction. The fitment space for universal parts is shrinking, and model iterations are accelerating.

2. Customer pain points include pattern data and rapid mold-making, overseas compliance certification, regional environmental adaptation, and logistics costs from small, fragmented orders.

Summary 2: Actionable solutions.

1. Help factories build pattern libraries and rapid mold-making capabilities; leading players have accumulated more than 5,000 patterns. Focus on vehicle-specific products for assortment selection and content marketing.

2. Provide testing, certification, and product selection services for requirements such as high-temperature resistance and odorlessness in the Middle East, moisture-proof, mold-resistant, easy-to-clean products in Southeast Asia, and REACH compliance in Europe.

3. Leverage Yiwu's one-stop full-category sourcing, container consolidation to reduce logistics costs, and customer acquisition through exhibition-trade linkage and cross-border e-commerce platforms; smart fragrances, linked ambient lighting, and functional seat cushions are incremental service opportunities.

Summary 1: Market carrier and operating data.

1. Yiwu International Trade City District 5 has about 1,500 booths and more than 50,000 square meters in the auto and motorcycle parts and accessories sector. Automotive accessories have a domestic-to-foreign trade ratio of about 1:9, with supply from industrial belts such as Tiantai, Taizhou, Shandong, Hebei, and Guangdong.

2. The Yiwu Index shows the automotive products category index up 3.95% from the beginning of the year; the accessories category index rose from 1,570 to 1,660.08 in September, up about 5.7%, setting a new high for the year in September.

Summary 2: Platform practices and trend risks.

1. Build one-stop full-category supply and cross-origin sourcing and container consolidation to handle small, fragmented orders; integrate exhibitions and trade: the 11th exhibition in September 2026 will have 2,030 booths, 1,700 companies, and 37,021 buyer visits, including 6,123 overseas buyers, with RMB 99.755 million in intended transactions and foreign trade orders exceeding 90%.

2. Merchant recruitment can focus on vehicle-specific products, smart fragrances, ambient lighting, and functional seat cushions; risks include the exit of universal parts, pattern barriers, European REACH compliance, and regional climate adaptation.

Summary 1: New industry dynamics and business models.

1. NEV sales account for 54% of new vehicles; the automotive aftermarket is projected at RMB 2.43 trillion in 2026. The global automotive products market is about USD 198.2 billion, accounting for 38.7% of the aftermarket, and is projected at USD 234 billion in 2026.

2. Category structure is being reshaped by NEVs: panoramic roof sunshades and in-car mattresses have emerged from nothing; model iterations are pushing the shift from standardization to customization; PPF installation penetration rose from less than 0.1% in 2015 to about 17% in 2025.

Summary 2: New issues and policy and regulatory implications.

1. The industrial chain is highly dispersed but concentrated in pockets: the Tiantai cluster has annual output value of RMB 38 billion, with seat cushions, floor mats, and sunshades accounting for more than 70% of the national total; the midstream is mainly contract manufacturing, with weak brand operations.

2. Yiwu has formed a model combining full-category sourcing, container consolidation, and exhibition-trade linkage; cross-border e-commerce GMV is growing 28.6% annually. However, the exit of universal parts, the threshold of 5,000 vehicle-model pattern data, European REACH compliance, and regional environmental adaptation pose new challenges.

3. Policy and regulation should focus on export environmental compliance, certification timelines, and material standards.