536In recent years, the popularity of electric vehicles in the Southeast Asian market has been rising steadily.
According to a report by Market Research Future, the Southeast Asian electric vehicle market was valued at $51.2 billion in 2022 and is expected to grow to $118.76 billion by 2032, with a compound annual growth rate of 9.80%. This growth is driven by increased environmental awareness, accelerated urbanization, and government support for green transportation, making electric vehicles a new choice in the main two-wheeler market.
Image source: Market Research Future
Such promising market prospects have attracted many brands to enter the fray, and Yadea is one of them. As a global leader in the electric two-wheeler industry, Yadea has quickly established itself in the Southeast Asian market through its technological advantages and precise localization operations, becoming the first choice for many consumers.
Today, let’s take a look at how Yadea, in its own way, has made aMade in China electric vehicle a favorite among Southeast Asian consumers!
Product-Centric: From Made in China to Global Expansion
As an electric vehicle brand born in Wuxi, China, Yadea has always focused on technology and environmental protection as its core development drivers.
From its successful listing on the Hong Kong Stock Exchange in 2016 to the establishment of eight global production and R&D bases (including Bac Giang in Vietnam and Indonesia), Yadea has closely integrated production capacity with market demand, successfully building a global supply chain.
In the Southeast Asian market, Yadea has quickly gained consumer trust with its high cost-performance ratio, energy-saving battery technology, and durable design. Whether for urban commuting or rural roads, Yadea electric vehicles have become the preferred choice for local users due to their practicality and convenience. Especially in traffic-intensive countries like Vietnam and Indonesia, Yadea’s products stand out for their environmental and economic features, earning a solid foothold in the market.
From Supply Chain to Consumer Mindset: How Does Yadea Tell Its Story on TikTok?
Beyond a strong supply chain, Yadea understands that to stand firm in the fiercely competitive Southeast Asian market, relying solely on the product is not enough. How to tell the brand story in ways that appeal to young people has become a key step for Yadea’s success.
As one of the most popular social platforms in Southeast Asia, TikTok has naturally become an important battleground for Yadea’s brand communication.
In Vietnam, Cambodia, and Indonesia, Yadea has set up localized independent accounts and tailored content strategies to each country’s characteristics:
1. YADEA Vietnam (@yadeavn)
Followers: 68,100 | Likes: 259,900
In the Vietnamese market, Yadea attracts a large number of young users with localized video content.
Platform content focuses on function demonstrations and riding experiences, such as the “Tại sao xe của Yadea...” (“Why choose Yadea electric vehicles”) video series, which breaks down the technological highlights, energy-saving advantages, and scenario-based applications of electric vehicles, repeatedly setting viewership records. Yadea also produces short videos tied to Vietnamese traditional festivals and trending topics, such as special content for Vietnamese Teachers’ Day, conveying the brand’s warmth and affinity.
Image source: TikTok
2. YADEA Cambodia (@yadeacambodia)
Followers: 35,400 | Likes: 63,000
In Cambodia, Yadea’s content focuses more on the economic and practical aspects of electric vehicles.
Videos often use brief comparisons to show the cost differences between electric vehicles and traditional fuel vehicles for the same travel distance, highlighting the energy-saving effect of electric vehicles. In addition, Yadea showcases charging station facilities and convenient after-sales service to address Cambodian consumers’ concerns about “difficulty charging electric vehicles.”
Image source: TikTok
3. YADEA Indonesia (@yadeaindonesia)
Followers: 23,100 | Likes: 112,100
In the Indonesian market, Yadea’s TikTok content focuses more on youthfulness and entertainment, attracting the attention of the younger generation through fun short videos and challenge activities.
For example, the “electric vehicle vs. motorcycle race” video concept not only highlights the speed advantage of electric vehicles but also generates good interaction data. Meanwhile, Yadea collaborates with local KOLs to publish review content, reinforcing the technological and futuristic feel of electric vehicles.
Image source: TikTok
Results of Coordinated Deployment
Through differentiated operations of accounts in different countries, Yadea has formed a multi-dimensional communication matrix in the Southeast Asian market:
· The Vietnam account focuses on functional highlights and festival culture;
· The Cambodia account focuses on economy and practicality;
· The Indonesia account mainly features youthful and entertaining content.
This localized operational strategy has not only helped Yadea quickly penetrate various national markets but also established strong brand awareness and recognition among young people in Southeast Asia, providing strong support for Yadea’s sales growth in the region.
Social Matrix: Telling the Brand Story Across Multiple Platforms
In addition to TikTok, Yadea has also built a multi-dimensional social communication matrix on Facebook, YouTube, and Instagram.
Facebook: Building User Stickiness
Yadea’s Facebook page has 1.18 million followers and serves as an important window for interaction with global users through product launches, user riding stories, and environmental-themed activities. Especially on occasions such as International Environmental Protection Day, Yadea’s online campaigns attract significant attention. Judging from the operational results, this platform has accumulated high exposure for the brand globally.
Image source: Facebook
YouTube: Strengthening Technology Showcase
Yadea’s official YouTube channel has only 4,620 subscribers, but the video content focuses more on depth and practicality.
Product unboxing, performance reviews, and usage scenario demonstrations give potential users a more intuitive understanding of the actual performance of electric vehicles. Although the number of followers is small, the professionalism of the content has earned the brand a good reputation among technology-oriented user groups.
Image source: YouTube
Instagram: Highlighting Design Aesthetics
Yadea’s Instagram account has 29,000 followers, and the platform’s content leans toward product beauty shots and lifestyle displays.
Through high-quality visual content, Yadea conveys the design aesthetics and diverse usage scenarios of electric vehicles, successfully attracting young users who value fashion and a sense of technology. This visually focused communication strategy aligns well with Instagram’s platform tone, earning Yadea considerable attention.
Image source: Instagram
E-commerce Channels: Independent Website and Amazon in Parallel
In addition, Yadea further optimizes its sales conversion path through coordinated operations of its independent website and Amazon platform.
Independent Website
Yadea’s independent website features a clear interface design showcasing the brand’s product line and technological features.
The website supports multi-language switching, providing a convenient browsing experience for users from different countries, and regularly updates brand news and technical information. It is an important vehicle for Yadea’s brand image building. Functionally, the independent website is not just a sales channel but also a platform for Yadea to share its brand story and technological strength.
Image source: Yadea official website
Amazon
Yadea’s Amazon flagship store uses an intuitive page layout to clearly display product specifications, user reviews, and other information.
Leveraging Amazon’s global logistics services, Yadea further optimizes the shopping experience for consumers, especially winning overseas consumers’ praise for delivery speed and service quality. This third-party platform model has given Yadea more purchasing power support in overseas markets.
Image source: Amazon
From Wuxi to the World, the Story of Chinese Brands Going Global Continues
From the production workshops in Wuxi to streets around the world, Yadea’s journey abroad is a growth story rooted in technology and deep market cultivation. On this path, it puts users at the center, drives product strength with technological innovation, and builds a multi-dimensional brand ecosystem through deep understanding of local culture.
In the future, Yadea’s journey will continue, and its story provides inspiration for more Chinese brands going global: focus on user needs, understand market culture, and let products truly integrate into consumers’ daily lives—this may be the best way for Chinese brands to go global.
