Samuel Xu believes China has the technology, scalability and new-energy expertise to become a leading supplier of boats and hardware for international charter operators.

The 54 Yacht by Aquila, whose catamarans are built in China by Sino Eagle

In the global yachting industry, charter companies have long been an underestimated buyer group. Compared with private owners, their purchasing logic is much closer to asset operation.

They are not focused on brand stories, design language or luxury specifications. They are more concerned with whether a boat can generate stable charter income, whether it is easy to maintain, whether spare parts are interchangeable and whether the return on investment is controllable.

This is why I believe Chinese yacht brands and China’s marine manufacturing supply chain are now entering a window of opportunity that deserves serious attention.

In the past, Chinese yacht brands were often perceived as affordable but average in quality. In particular, brand perception was a major weakness. However, in today’s charter market, the real opportunity for Chinese brands is no longer simply about being cheaper. It is about whether they can develop products around the actual operating logic of charter companies and provide boats that are better suited to fleet-based operation.

Looking at the global charter market, leading operators have already built mature destination networks. The Moorings operates in more than 20 charter destinations worldwide, covering key cruising areas such as the Caribbean, Mediterranean, Thailand, Tahiti and the Seychelles. Dream Yacht Charter also offers services across multiple global destinations and operates a large scale fleet.

Beyond these major players, there are countless small and medium-sized yacht charter companies across the world’s cruising destinations. Large-scale yacht charter is therefore not a one off leisure transaction but a global asset operation system spanning destinations, seasons and boat types.

PRACTICAL PRODUCT

Within this system, a boat is first and foremost a productive asset, much like a car in a car rental company. For charter operators, the key question when selecting a boat is not simply whether it looks beautiful.

More practical questions matter: Is it suitable for multi-person holidays? Is it easy for non-professional users to handle? Can the local maintenance team service it efficiently? Can it maintain a high utilisation rate during peak season? Does it have a predictable resale value?

Aquila 54 Yacht

This is where Chinese brands may find their entry point. One proven example is Aquila’s power catamarans. Aquila was initially developed by Sino Eagle and MarineMax around the charter market, going on to develop a dedicated production facility in Hangzhou for scaled manufacturing.

Several Aquila power catamaran models have long been present in the MarineMax Vacations fleet in the British Virgin Islands, with 44-54ft power catamarans among its representative products.

If a boat is designed from the outset around the needs of charter companies, it will naturally place greater emphasis on space efficiency, cabin count, pipework layout, equipment commonality, ease of maintenance and ease of use for guests.

These may not always be the first priorities for a private owner, but they are critical for charter operators seeking to control operating costs and reduce downtime risk. Chinese yacht builders also tend to have advantages in responsiveness and flexibility when working with customers.

CATAMARAN EXPERTISE

Catamarans are showing increasingly clear advantages in the charter market. They offer better stability, larger decks and cabin spaces, and are more suitable for families and small groups. Their shallower draft allows them to access more cruising areas, and they make it easier to deliver a ‘floating hotel’ experience within a limited hull length.

For many first-time yacht charter guests, power catamarans are easier to accept than traditional monohull sailing yachts, especially in markets such as Southeast Asia.

Many established Italian and British yacht builders have yet to fully respond to the growing demand for catamarans. In my view, if Chinese shipyards continue to develop in this direction, they could redefine products around the operational pain points of charter companies.

Catamarans in the 40-60ft range, as well as charter-oriented yachts suitable for island hopping and coastal sightseeing, could become important breakthroughs for Chinese brands entering the overseas charter market.

Based on my experience, when a charter company purchases a batch of boats, it often implies several years of follow-up service: maintenance, spare parts, training, refurbishment, second-hand disposal and fleet renewal.

The China-built Oceanwalker S60, for charter in Dubai through Sky Walker Yachts

If Chinese brands can build up both complete-boat sales and a reliable aftersales network, they will no longer be merely boatbuilders. They will become long-term fleet operation partners.

ELECTRIC FUTURE

Another important change is the rise of electric propulsion. Many global yacht charter destinations are now being shaped by zero-emission, low-noise and environmental protection policies.

Amsterdam introduced a zero-emission zone for recreational boats in its central inland waterways from April 1, 2025, encouraging electric and hydrogen-powered vessels to enter its core waterways. Norway’s World Heritage fjords have also set clear zero-emission requirements for passenger vessels below 10,000GT from 2026, with the rules expanding to larger passenger ships from 2032.

Such policies will first affect short-distance yacht charter operations. These scenarios have relatively controllable cruising ranges, fixed berthing points, more feasible charging infrastructure, and customers who place greater value on quiet and environmentally friendly experiences.

This aligns well with the strengths of China’s new energy supply chain. The quality and value-for-money of Chinese electric vehicles have already helped break some of the old stereotypes around Chinese products, and China’s yacht industry can also benefit from this shift in perception.

China not only has a mature ecosystem for batteries, electric drives, electronic control systems and charging infrastructure but also several companies already moving into marine applications.

Battery companies such as CATL, CALB, EVE Energy and Sunwoda, together with electric propulsion brands such as ePropulsion, are gradually transferring the scale advantages accumulated in electric vehicles and energy storage into the marine and yachting sectors.

Last year, the cooperation between ePropulsion and Marathon Boat Group was a signal worth watching. The American company owns aluminum boat and canoe brands including DuraNautic Boats and Grumman Canoes.

The China-built NYX 42CEP with electric power by ePropulsion

Under the partnership, ePropulsion’s electric outboard systems will be offered across these product lines, supported by Mack Boring & Parts Co, a North American distributor. This is not simply the export of an electric motor. It’s a Chinese electric propulsion brand entering overseas OEM product systems, distribution networks and after-sales ecosystems.

SUPPLY PARTNERS

The lesson for Chinese yacht exports is clear. In the future, Chinese brands do not necessarily have to enter international markets only as complete boat brands. They can also participate as new energy system providers, co-development partners, hybrid-platform suppliers or OEM solution providers, helping international brands develop electric, hybrid or new-energy series.

For the charter market, this opportunity is even more realistic. Charter companies may not be willing to take the risk of purchasing an entirely unfamiliar boat brand. But they may be willing to purchase an electric or hybrid version of a proven platform, or a new-energy boat sold under a local brand but deeply supported by the Chinese supply chain.

In other words, Chinese companies can first enter the ‘system layer’ and ‘platform layer’, and then gradually move into the ‘brand layer’.

Aquila has shown that Chinese manufacturing can enter international charter operations. The ePropulsion case shows that Chinese new energy brands can enter overseas boating systems through OEM and channel partnerships.

Meanwhile, the zero-emission trend across global charter destinations, together with rising concerns over energy security, is further amplifying this opportunity.

The future of Chinese yacht exports may not lie in competing immediately for the most elite private owners. A more pragmatic path may be to first enter the charter fleet market: a market that is more rational, more scalable and more focused on operational efficiency.

For Chinese brands, this route may not be as glamorous as the superyacht market, but it’s closer to the real logic of industrialised global expansion: using stable products, clear standards, sustainable service and calculable costs to become long-term suppliers to the world’s yacht charter companies.

SAMUEL XU

Xu is the founder of Chao Yachting, a China-based yacht media and consultancy platform focused on connecting Chinese yacht companies with the global industry. He was previously Editor-in-Chief of China Boating and has worked with leading boat shows in China and overseas, supporting international promotion, forums and industry engagement. Xu represents and advises Chinese yacht builders and marine companies on international market development, while also helping global yacht brands understand and enter China. He currently serves as President of the Sanya Yacht Import & Export Trade Association.

samuel@chaoyachting.com