In the global auto parts market, more and more Chinese brands are breaking regional boundaries and stepping onto the international stage through cross-border e-commerce. Especially in the field of racing and modified car parts, the power of China has become a force that cannot be ignored.

Chongqing Guogui Racing Technology Co., Ltd. (Guogui Technology) is a typical example. As a company focused on high-performance racing parts, Guogui Technology has developed into the globally renowned modified car parts brand MaXpeedingRods since its establishment in 2006, gaining more than 5 million overseas users and continuing to grow and expand.

Image source: Guogui Technology official website

A study abroad experience changed the trajectory of life

In 2006, Chen Shu returned from studying in the UK with his passion for racing. It was during that time that he deeply felt the charm of racing culture overseas, and also realized a problem—the overseas racing parts market had huge demand, but domestic modified parts had never broken through national borders, and their quality was often underestimated.

With this problem in mind, Chen Shu decided to return to his hometown Chongqing, relying on the local strong auto parts industry cluster, and founded Guogui Technology, focusing on the development of high-performance racing modification parts. He believed that domestically produced modified parts could not only break the overseas quality prejudice, but also occupy a place in the international market.

 

Image source: Guogui Technology official website

From free trials to global recognition

To quickly open up the overseas market, Guogui Technology did not choose traditional promotion methods like most companies, but took a different approach—giving away racing parts for free and inviting well-known foreign drivers and review manufacturers to try them out. This strategy quickly won attention in the racing circle and made their brand MaXpeedingRods internationally famous.

“We know very well that racing modification is a highly personalized market. The key to standing out on this track is to provide high-quality products and let consumers feel our professionalism and dedication.” said Chen Shu.

Through continuous innovation and a focus on high-performance parts development, Guogui Technology now has more than 5,000 products, covering turbochargers, coilover suspensions, air suspensions, and many other tracks. They have gradually formed a huge product matrix and won the favor of more than 5 million racing enthusiasts worldwide.

Image source: Guogui Technology official website

Leveraging cross-border e-commerce, the global market is within reach

With the rapid development of cross-border e-commerce, Guogui Technology's overseas expansion has become even more determined.

Data shows that the global auto parts aftermarket is experiencing explosive growth,and is expected to exceed $1.3 trillion in market size by 2030. The North American market is especially huge, accounting for a quarter of the global market share, while Australia, the UK, Germany, and other markets are also fiercely competitive “battlefields.”

At this time, cross-border e-commerce platforms became the key weapon for Guogui Technology to enter overseas markets. Through platforms such as eBay and Amazon, Guogui Technology not only broke regional restrictions, but also successfully expanded into North America, Europe, Australia, and other important markets through precise product positioning and high-quality customer service. Sales have increased year by year, and export scale has exceeded hundreds of millions of yuan.

During this process, brand building has been a major highlight for Guogui Technology. Chen Shu has always insisted on continuous investment in R&D and creating a unique brand image. In the global market, MaXpeedingRods has already become a “star” brand in the racing modification market and has established a firm foothold.

Turbocharger produced by Guogui Technology. Image source: Guogui Technology official website

Focusing on differentiation, deeply cultivating niche markets

Although Guogui Technology's cross-border e-commerce sales account for 90% of total revenue, Chen Shu has not stopped there. On the contrary, he always maintains keen insight into market changes and continuously optimizes product structure and service systems.

For example, in R&D, Guogui Technology pays special attention to product differentiation, launching customized parts with local characteristics by understanding the needs of consumers in different regions.

At the same time, to meet compliance requirements in different countries, Guogui Technology has also invested heavily in product certification to ensure it can meet the strict regulatory requirements of regions such as Europe and the United States, thereby avoiding compliance risks.

“The key to brand building is continuous investment. We believe that only by carefully crafting products and services can we stand out in a fiercely competitive market.” said Chen Shu.

In addition, Guogui Technology has also cooperated with well-known overseas KOLs and influencers, not only increasing brand exposure but also further promoting the internationalization of the brand.

For example, Guogui Technology has established deep cooperative relationships with many well-known racing drivers, car modification enthusiasts, and industry opinion leaders. These KOLs promote the MaXpeedingRods brand to global audiences by posting content such as racing modification processes, user experiences, and brand stories behind the races on platforms like Instagram, YouTube, and TikTok.

To further expand the market, Guogui Technology has also flexibly used targeted advertising on social media platforms. By analyzing the interests and purchasing behaviors of consumers in different regions, the company precisely targets users and formulates personalized advertising strategies. Whether through recommendations from star racing drivers or hands-on experiences from car modification enthusiasts, the brand's influence has grown rapidly on social platforms.

Image source: TikTok

Riding the momentum, auto parts going global usher in a golden era

Today, Guogui Technology has grown from a small factory in Chongqing into a globally renowned racing modification brand, entering a broader international market. All of this is inseparable from China’s advantage as the only country in the world capable of exporting all categories of auto parts.

With the continuous maturity of cross-border e-commerce, the potential of the global auto parts market is being gradually tapped. China’s auto parts industry cluster, with its strong production capacity and cost advantages, has become the choice for more and more sellers to go overseas. Whether it’s turbochargers, suspension systems, or engine parts, more and more Chinese brands are quickly conquering the global market through e-commerce platforms.

Of course, the road to success is not smooth, but for Guogui Technology, this “racing” journey is still ongoing. They will continue to maintain their innovative drive, launch more high-performance and personalized racing parts, deeply explore the potential of every niche market, and let the brand story go further and wider.