ChangHe
ChangHe Yachts Brand Introduction: A Practical Brand for Family and Recreational Water Life
Brand Origin and History
ChangHe Yachts is one of the earliest local enterprises in China to enter the yacht manufacturing industry. The brand was established in 2003 and is headquartered in Jiangsu Province. Initially, ChangHe was mainly engaged in the R&D and production of fibreglass powerboats for the inland lakes and coastal markets. As the domestic demand for water recreation grew, the company gradually shifted from small and medium-sized recreational boats to medium-sized yacht manufacturing.
ChangHe's development has not been positioned in the high-end market right from the start, but rather has taken more into account the characteristics of the Chinese market in the early stage of yacht consumption - practicality, affordability, and complete functionality. The brand has been able to find out the market demand from practice, and has established a clear positioning in the market segment by taking the ‘family-friendly powerboat’ as the entry point.
Brand production base
ChangHe's main production base is located in Taizhou, Jiangsu Province, which has a mature marine industry system and a relatively stable team of engineers. The factory covers an area of more than 30,000 square metres, with a number of FRP moulding workshops, machining workshops and assembly and testing areas.
In order to improve manufacturing efficiency and consistency, ChangHe introduced a CNC mould cutting system in 2020 and strengthened process control in the assembly process. Although there is still a gap between its manufacturing technology and that of the top European and American brands, ChangHe's cost control and local adaptability have enabled it to maintain its competitiveness in inland and offshore markets.
Brand Design and Innovation
Unlike international brands that emphasise luxury, ChangHe focuses more on the ‘functionality’ and ‘structural durability’ of its boats. The brand's design team favours modular design concepts, with many models adopting detachable furniture and flexible cabin layouts to suit different scenarios of use.
In addition, in terms of hull structure design, ChangHe tries to introduce anti-vibration and noise elimination technologies similar to those used by European shipyards without significantly increasing the cost. Typical example is its C series powerboats, which use a double bottom soundproof design to enhance the comfort of travelling, especially suitable for long time offshore leisure.
Product Series Overview
ChangHe's current product range consists of three main categories:
C series leisure powerboats: suitable for family weekend trips, with a compact but functional cabin, equipped with basic living facilities such as kitchen and bathroom.
Y series fishing boats: developed for fishing users, with larger deck area, ample storage space, and support for external and internal engine configurations.
M Series Small Business Boats: Suitable for short-distance on-water reception or island transfer, the interior layout is simple and practical, and some models are suitable for passenger operation.
The products cover the range of 22 feet to 45 feet, focusing on the entry-level and medium-sized leisure boat market.
Yacht Style
The exterior design of ChangHe's yachts focuses on modern lines, with the hull colours mostly white-grey or beige, and a few of the higher end models using metallic paint. The interiors are neutral, with materials emphasising durability and ease of cleaning, often using imitation leather fabrics and waterproof wood-grain plastics.
Although ChangHe does not have an advantage over Italian brands in terms of refinement, its user-friendliness in details deserves recognition. For example, most models have the refrigerator, sink and cooker in the same area, which is convenient for users to operate; the opening direction of the hatch also takes into account the habit of Chinese families to enter and exit with the left hand.
Yacht Usage Scenarios
ChangHe's target users are mainly family users, small business owners and water recreation service providers. Common scenarios include
Weekend family recreation: a family of three on a short cruise in the waters around the city.
Fishing activities: The Y-series models offer enough room to manoeuvre and are suitable for freshwater or offshore fishing.
Corporate hospitality or short-term rental platforms: the M series is used for short-term rental operations on the water, with simple operation and low maintenance costs.
Users generally feedback that the boats are easy to drive and suitable for beginners. Some regular users have even completed the transition from the ‘rental experience’ to ‘owning a boat’ with ChangHe.
Sustainable Development and Environmental Protection
In terms of environmental protection, ChangHe has started to focus on the use of green materials and the carbon footprint of the manufacturing process in recent years. Although it has not yet formed a complete environmental protection system, the factory has gradually phased out highly polluting glues and resins, and is trying to develop new environmentally friendly coatings in collaboration with local research institutes.
In terms of end-products, ChangHe is also exploring purely electric-driven versions, and plans to launch its first entry-level electric recreational boat in the next two years to meet policy requirements for urban lakes and environmentally sensitive areas.
Customer Experience and Brand Culture
ChangHe does not have a strong brand marketing team, but has built up a high reputation among its customer base by establishing close co-operation with local dealers and yacht clubs. The brand focuses on communication and transparency in the delivery process, and each boat undergoes a 30-hour sea trial before leaving the factory to ensure that the main functions operate normally.
In terms of after-sales service, ChangHe has service centres in major markets such as East China, South China and Central China to provide vessel commissioning, annual maintenance and emergency repairs. The brand has not yet formed a strong community of boat owners, but more and more users are spontaneously sharing their experiences through platforms such as Xiaohongshu and Jieyin, indirectly forming a content-based word-of-mouth communication.
User Profile and Purchase Motivation
Typical buyers of ChangHe are between 35-55 years old, and most of them are urban middle class or returning entrepreneurs. They value the functionality, affordability and maintainability of the boats, and generally lack high-end sailing experience, so they prefer entry-level boats that are easy to handle and simple to maintain.
Big data analyses show that ChangHe users have a long research cycle before buying, and usually make their purchase decisions through on-site visits, recommendations from friends, or experience of renting a boat on the platform. These users are slow to build trust in the brand, but once loyalty is established, the repurchase rate and willingness to recommend are higher.
Conclusion
ChangHe represents a more ‘grounded’ brand path in the Chinese leisure boat market. Instead of pursuing high-end positioning and emphasising brand stories, ChangHe meets the real needs of a large number of mid-range users through down-to-earth manufacturing and accurate market understanding.
For those who are new to yachting, have a limited budget, and want to find a practical boat for daily use, ChangHe is a brand worth knowing and seriously considering.
