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二手车出口：破除原版原漆迷思

二手车出口：破除原版原漆迷思 拓策出海
2025-12-10
11
导读：二手车出海别困在“原版原漆”执念里！层层加码的完美标准正拖累生意。回归本质：车是交通工具，不是收藏品。分级标准、管理预期、错位竞争，才能实现可持续出海。
“我要一台像新车一样的二手车。”这句话，我们几乎每天都会听到。
"I want a used car that looks brand new."We hear this almost every day.
在与海外客户沟通、对接主机厂资源、服务出口合作伙伴的过程中，我们发现一个普遍却极具误导性的认知正在制约中国二手车出海的步伐——对“原版原漆”的过度追求。
In our communication with overseas clients, coordination with OEMs, and support for export partners, we’ve identified a widespread yet deeply misleading belief that is holding back China’s used car exports — the excessive pursuit of "original body and original paint."
很多合作伙伴希望我们能提供一台“零瑕疵”“无维修”“原厂状态”的二手车，仿佛这是一台刚从生产线下来的展车。但现实是：你不能要求一辆用过的车，看起来像没用过。
Many partners expect us to deliver a "flawless," "unrepaired," "factory-original" used car — as if it just rolled off the production line. But the truth is: You can’t expect a car that’s been used to look unused.
这种不切实际的期待，正在让整个出口链条陷入“层层加码”的怪圈，最终导致交易难成、效率低下、成本飙升。
This unrealistic expectation is trapping the entire export chain in a vicious cycle of escalating demands — resulting in failed deals, low efficiency, and soaring costs.
今天，我们就来为“原版原漆”祛魅，重新定义二手车出海的合理标准。
Today, let’s demystify the myth of “original paint” and redefine what constitutes a reasonable standard for exporting used cars.

一｜问题根源：层层加码的“完美主义”正在杀死生意
1 | Root Cause: Layered Perfectionism Is Killing the Business
我们常收到这样的需求：“车必须原版原漆，不能有任何补漆，不能有结构性损伤。” 听起来很合理？但问题是——这些要求往往不是终端客户提出的，而是中间环节层层叠加的结果。
We often receive requests like: “The car must have original body and paint, no repainting allowed, no structural damage.” Sounds reasonable? The problem is — these demands rarely come from end buyers. Instead, they are the result of layered additions by intermediaries along the supply chain.
就像国内“烟花爆竹禁放”的演变过程：
It’s similar to how fireworks bans evolved in China:
  • 国家说：“可以限区域、限时间放。”
  • 到地方：“只能在指定点放。”
  • 再往下：“一律不准放。”
  • 最后一级：“谁放抓谁。”
  • The central government said: “You can set off fireworks in designated areas and times.”
  • Local authorities interpreted it as: “Only at official collection points.”
  • Then: “Not allowed at all.”
  • And finally: “Anyone caught setting them off will be punished.”
结果呢？没人敢放，年味也没了。
The result? No one dares to light fireworks — and the festive spirit is gone.
二手车出口也是如此。终端买家可能只需要车辆通过三项基本检测（如排放、安全、手续）；当地经销商加一条：“必须原版，允许局部补漆”；中间商再加码：“必须原版原漆，不能有钣金”； 最后传到我们这里：“必须像新车一样。”
Used car exports follow the same pattern. The end buyer may only require the car to pass three basic checks (emissions, safety, documentation); The local dealer adds: “Must be original body, minor repainting allowed”; An intermediary escalates: “Original paint only, no bodywork allowed”; And by the time it reaches us: “It must look brand new.”
于是，一台本可顺利出口的合规二手车，因为“一块补漆”被拒之门外。 这不是品质把控，这是脱离实际的理想主义。
As a result, a perfectly compliant used car gets rejected — simply because of one small paint repair. This isn’t quality control. It’s idealism detached from reality.

二｜现实逻辑：主机厂吃肉，我们喝汤，但汤也很香
2 | Reality Check: OEMs Get the Meat — We Get the Soup, But the Soup Is Delicious
我们必须认清一个事实：品牌方永远占据最优质的资源和市场。
We must face a fact: Brand owners will always control the best resources and markets.
主机厂凭借品牌影响力、海外经销网络和官方认证体系，天然掌握着高端二手车出口的话语权。他们能卖“准新车”，因为他们有官方质保、有召回数据、有完整的维保记录。
OEMs, backed by brand power, overseas dealer networks, and official certification systems, naturally dominate high-end used car exports. They can sell “nearly new” cars because they offer factory warranties, recall histories, and full service records.
而我们这些第三方出口企业，走的是另一条路：填补空白市场，服务非主流区域，做主机厂不愿做的“脏活累活”。
But we third-party exporters take a different path: We fill market gaps, serve non-mainstream regions, and do the “dirty work” OEMs won’t touch.
比如南美、中东、东欧、非洲等地，很多国家根本没有官方授权经销商，也没有完善的售后服务体系。 这时候，谁来满足当地消费者对高性价比、可靠耐用二手车的需求？
In regions like Latin America, the Middle East, Eastern Europe, and Africa, many countries lack official dealers or mature after-sales systems. So who meets local consumers’ demand for affordable, reliable, durable used cars?
正是我们这样的出海企业，在承担这个角色。
That’s exactly the role we exporters play.
东风日产不会直接授权南美某小国的经销商卖车，但它会默许我们这样的公司去做这件事——通过我们授权本地伙伴，建立销售渠道。
Dongfeng Nissan won’t directly authorize a small dealer in a South American country — but it will tacitly allow companies like ours to do so, using us to authorize local partners and build distribution channels.
这不是“擦边球”，而是全球化分工下的现实选择。
This isn’t “cutting corners.” It’s a practical choice within global supply chain division.

三｜本质认知：二手车的本质，是“可用资产”，不是“收藏品”
3 | Core Insight: A Used Car Is a “Usable Asset,” Not a “Collectible”
我们要回归一个基本常识：二手车，首先是交通工具，其次才是商品。
Let’s return to a basic truth:A used car is first a means of transportation — then a commodity.
国外终端用户买二手车，核心诉求是什么？ ✅ 能合法上牌 ✅ 性能稳定可靠 ✅ 维修保养方便 ✅ 价格合理
What do overseas buyers really want in a used car? ✅ Legal registration ✅ Stable and reliable performance ✅ Easy maintenance and repairs ✅ Reasonable price
他们关心的是“能不能开”，而不是“有没有喷过漆”。
They care whether it drives well, not whether it’s been repainted.
就像你去菜市场买鱼，重要的是新鲜、能吃，而不是这条鱼有没有掉过一片鳞。
It’s like buying fish at a market — what matters is freshness and edibility, not whether one scale is missing.
如果我们把二手车当成艺术品去打磨，那注定走不远。 只有把它当作可流通的资产，才能真正实现规模化出海。
If we treat used cars like art pieces, we’ll never scale. Only by treating them as tradable assets can we achieve large-scale global export.

如何正确制定出口车源标准？
How to Set the Right Export Vehicle Standards?
基于多年实战经验，我们总结出三条可落地的建议：
Based on years of hands-on experience, here are three actionable recommendations:
  1. 建立分级标准不同市场、不同客户，对应不同车况等级。高端市场可对标认证二手车，大众市场则接受合理维修记录。不要用一把尺子量天下。
    Establish Tiered StandardsDifferent markets and customers require different vehicle conditions. High-end markets can follow certified pre-owned standards; mass markets can accept reasonable repair history. Don’t apply one standard to all.
  2. 教育客户，管理预期主动向海外买家说明：什么是合理维修？什么不影响使用？提供检测报告、维修记录、视频验车，增强信任。
    Educate Clients and Manage ExpectationsProactively explain to overseas buyers: What counts as acceptable repair? What doesn’t affect usability? Provide inspection reports, repair records, and video walkthroughs to build trust.
  3. 与主机厂错位竞争不抢主机厂的“精品车”市场，专注其覆盖不到的区域和车型。用灵活性、响应速度和服务能力取胜。
    Compete Through DifferentiationDon’t compete for OEMs’ “premium” segment. Focus on underserved regions and models. Win with flexibility, faster response, and superior service.

一起推动行业理性前行
Let’s Move the Industry Forward — Rationally
中国二手车出口已进入关键发展阶段。 要想走得远，就不能被“原版原漆”的执念绑架。
China’s used car export industry is at a critical juncture. To go far, we must not be held hostage by the obsession with “original paint.”
我们需要的不是一台“完美”的二手车， 而是一个可持续、可复制、可盈利的出海模式。
We don’t need a “perfect” used car. We need a sustainable, replicable, and profitable export model.
从今天起，请放下对“新车感”的执念， 回归商业本质：为客户创造价值，而不是满足虚幻的标准。
Starting today, let go of the obsession with “like-new” appearance. Return to business fundamentals: Create real value for customers — not meet imaginary standards.
如果你也在从事二手车出口， 如果你也受困于客户不切实际的要求， 欢迎关注【拓策出海】， 我们一起探讨真实、可行、高效的出海路径。
If you’re also in the used car export business, If you’re struggling with unrealistic client demands, Follow 【拓策出海】, Let’s explore practical, feasible, and efficient paths to global markets — together.
 让每一台好车，都有奔赴世界的机会。
 Give every great car a chance to reach the world.

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本文改编自「拓策出海」直播实录。每周四晚20:15，聚焦汽车出海实战，关注视频号，获取一线产业洞察。

This article is adapted from the live broadcast transcript of "拓策出海(Toctap)". Every Thursday at 8:15 PM, focusing on practical insights into automotive globalization, follow our official WeChat channels for frontline industry intelligence.
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