Following his February announcement, JD.com founder Richard Liu has officially launched Sea Expandary, a yacht brand backed by €619 million. Targeting the upper-middle class, it offers entry models below €13,000 with AI and electric tech, via an ecosystem spanning China, Europe, and the US.
Building on his initial plans unveiled last month for mass-producing affordable yachts in China, Richard Liu, founder of e-commerce giant JD.com, has launched Sea Expandary. The brand targets entry-level models priced under €13,000—comparable to a car—aiming to extend yachting from the elite to the upper-middle class.
Supported by a €619 million investment, Sea Expandary creates an integrated ecosystem covering research, production, retail, rentals, and maintenance across China, Europe, and the United States. Designs meet EU and U.S. standards, with distribution via marina partnerships, charter services, and maintenance hubs. Production ties into facilities in Zhuhai and Shenzhen.
Technology drives accessibility: electric batteries, AI for assisted docking and route planning, modular powertrains, and app-based management for rentals, training, and scheduling. While focusing on starters, the lineup includes larger catamarans up to 72 meters, with orders up to €60 million each.
Liu likens this to China's car boom decades ago, predicting yacht demand growth over 20 years if costs, financing, and marinas align. Challenges include regulations and certifications. The move challenges Italian and Florida shipyards, amid China's yacht registrations surpassing 9,850 by end-2025.