The author | Sima Bei
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In the current auto market, one of the topics that is often discussed is the competition between traditional car companies and new car-making forces. Especially with the continuous breakthrough of new car-making forces in terms of sales in recent years, the competition between the two has gradually become "white-hot".
The sales of new forces are hot, and the monthly sales of "Wei Xiaoli" exceeded 10,000
Judging from the November sales data released by the major new car-making forces a few days ago, under the bullish trend of the broader market, the vectors of several enterprises in the head camp of the new forces have risen. Among them, the four new forces of Weilai Automobile, Xiaopeng Automobile, Ideal Automobile, and Nezha Automobile have achieved monthly sales of more than 10,000. In particular, Xiaopeng delivered more than 15,000 vehicles, a record high.
Specifically, Xiaopeng Automobile, which has achieved monthly sales of more than 10,000 yuan for two consecutive months, ushered in a new breakthrough in sales in November, and won the first place in the monthly sales list of new forces. In November, the company's total delivery volume was 15,613 vehicles, achieving a single monthly delivery of more than 10,000 vehicles for three consecutive months, an increase of 54% month-on-month and a year-on-year increase of 270%.
For the strong performance of Xiaopeng Automobile in the past three months, industry insiders analyzed that this is related to the fact that Xiaopeng has achieved the delivery of three models and initially formed a certain product matrix effect. This was confirmed by the data, with all three models delivered at record highs in November, boosting overall deliveries to a new high. Among them, the P7 car model that has been carrying the main banner has the highest delivery volume, reaching 7839 units, an increase of 30% month-on-month; it is worth mentioning that the G3 series products have released stronger competitiveness after the revision and upgrade, delivering 5620 vehicles, an increase of 54% month-on-month; at the same time, the Xiaopeng P5, which started the scale delivery in October, also delivered 2154 vehicles.
In addition, last month's deliveries fell sharply to more than 3,000 units due to the lack of cores and product line modifications, and the delivery volume in November exceeded 10,000 units again after September. In November, the company delivered a total of 10,878 smart electric vehicles, an increase of 105.6% year-on-year, setting a record monthly delivery. From January to November, a total of 80,940 new vehicles were delivered, an increase of 120.4% year-on-year.
In terms of ideal cars, it also entered the "10,000 vehicles per month" club for the first time in November this year. In November, Ideal delivered 13,485 Ideal ONEs, an increase of 190.2% over November 2020. From January to November 2021, the total number of deliveries reached 76,404 units.
"Ideal ONE set a new record of 13,000 units delivered in a single month in November. This is also the first time that a Chinese brand luxury model with a starting price of more than 300,000 yuan has achieved a single monthly delivery of more than 10,000. For the delivery results in November, Shen Yanan, co-founder and president of Ideal Automobile, could not hide his excitement.
It is worth mentioning that Nezha Automobile also sold more than 10,000 in November. In November, the company's orders reached 13,500 units, and 10,013 units were delivered, an increase of 372% year-on-year and a month-on-month increase of 24%, of which individual users accounted for 91%. It can be seen that since Nezha Automobile announced that it has shifted its focus to the C-end, it has continuously refreshed the delivery record this year.
In addition to the surge in sales, capital seems to be more optimistic about the new forces of car manufacturing. In July last year, Tesla's stock price reached an all-time high, becoming the world's most valuable automaker. Subsequently, Tesla's stock price soared, with a market value of more than the sum of 9 major car companies such as Volkswagen and Toyota, and its stock price rose by as much as 769% last year, becoming the world's highest market value car company. At present, Tesla's market value has exceeded $1 trillion, and Elon Musk has become the new world's richest man.
Similarly, Weilai, Ideal, and Xiaopeng, who were still the most bitter in 2019, have all made rapid progress in 2020, and the soaring market value has envied a number of traditional car companies. At present, the market value of NIO is more than 500 US dollars, and the market value of the three new forces of WEILAI + ideal + Xiaopeng is approaching 150 billion US dollars.
The giant wheel turned around, and the traditional car companies launched a counterattack war
Although the new car-making forces have grown rapidly in terms of sales recently, there is still a long way to go compared with some of the leading traditional car companies.
According to statistics, in terms of sales, the new car-making forces represented by Tesla and Wei Xiaoli only account for about 20% of the market share, and traditional car companies account for nearly 80%.
Take BYD, for example, according to its published data, BYD's full-month sales of passenger cars in November reached 97,242 units, an increase of 84.1% year-on-year and 9.4% month-on-month. Among them, in terms of new energy, BYD's sales reached a new high, and the sales of new energy passenger cars in November were 90,121 units, an increase of 252.7% year-on-year. Among them, DM models sold 43,984 units and EV models sold 46,137 units. So far, BYD's cumulative sales in 2021 have reached 500922.
In terms of specific models, the flagship model of BYD's Dynasty series, Han, has achieved another good performance in the market. Sales of the vehicle exceeded 12,841 units in November. Among them, Han EV sold 10,021 units per model, an increase of 33.9% year-on-year, and is China's first pure electric medium and large sedan with monthly sales exceeding 10,000. At present, the cumulative sales volume of Han has exceeded 140,000 vehicles. It can be seen that just byDIC Han EV, a pure electric model, can be comparable to the monthly sales of the head car companies of the new car manufacturing forces.
In addition to BYD, the performance of Wuling Hongguang is also proud. On December 2, SAIC-GM-Wuling released sales data showing that its overall sales in November reached 193,000 units, of which Hongguang MINI EV sales were 45,576 units, up 22.1% year-on-year and 4.7% from the previous month.
Since its launch in July last year, the cumulative sales of Hongguang MINI EV have exceeded 510,000 units in one and a half years, and the volume and growth rate are relatively rare in the car market. Among them, in the first 11 months of this year, the cumulative sales of Hongguang MINI EV reached 400,000 vehicles. Such achievements have also made many new car-making forces unattainable.
In addition, in terms of "old forces", many giants have also begun to transform, and the more radical traditional car companies are directly abandoning fuel vehicles and comprehensively transforming electrification. At present, Volkswagen, Ford, GM and other car companies have said that they will transform into pure electric vehicle brands in the future.
Taking Volkswagen, the typical representative of the old forces, as an example, Volkswagen's ID. family maintained an upward trend in Sales in November. According to the data, the volkswagen ID. family delivered 14,167 units in the Chinese market in the month, an increase of 11.2% month-on-month. This is the third consecutive month that the Volkswagen ID. family has delivered more than 10,000 yuan, catching up with Xiaopeng and GAC Aean. From June to October this year, the Volkswagen ID. family delivered 3,415 units, 5,810 units, 7,023 units, 10,126 units, and 12,736 units, respectively.
It can be seen that traditional giants such as Volkswagen have also launched a counterattack war.
The melee is coming, who is the master of the old and new forces?
With the acceleration of the electrification process, the future trend has become clearer, and there are fewer and fewer diehards who previously held the "electric vehicle no future theory", and a fight between new and old forces has become more and more tense.
As the saying goes, "All the past is the prologue." In the face of this new era, who is the master of the ups and downs of the old and new forces?
1. The advantage of the new force is the disadvantage of traditional car companies
Why new car-making forces such as "Wei Xiaoli" can rise rapidly in just a few years, it can be summarized as two points: one is product innovation, and the other is marketing model innovation. But these are precisely the shortcomings of many traditional car companies, and they are also an important reason why they cannot keep up with the pace of new energy.
First, let's look at the product aspect. Unlike many new forces that pursue high endurance and even shout out 1,000 km endurance, most traditional car companies are relatively conservative in terms of endurance because they are subject to the concept of safety. For example, honda, Toyota and other joint venture brands, or luxury brands such as BBA, the current product range is about 400 to 500 kilometers. The traditional car companies with excellent battery life are more powerful than independent brands such as BYD and GAC E-On.
In terms of intelligence, whether it is the design of the car machine interface or the operation experience, new forces such as "Wei Xiaoli" are also more dominant. Especially in terms of automatic driving, many traditional car companies' oil-to-electric models, their intelligent driving is only stuck in the most traditional L2 level, can not achieve such as automatic overtaking, lane change, ramp and other higher-order functions, can not be compared with Tesla NOA, Xiaopeng NGP, Weilai NOP.
To sum up, in terms of battery life and intelligence, traditional car companies are more conservative. But these are precisely the product points that focus on the concerns of smart electric vehicle consumers. In addition, it should be known that in the pure electric vehicle model, the traditional car companies and the new car-making forces are basically in the same running line, and the traditional fuel engine, transmission and other technical reserves cannot be used too much in the pure electric vehicle model. Therefore, the new forces of car manufacturing to strengthen the strength of the product Sandian and the investment in intelligence are also the fundamental guarantee for the new forces to overtake in the corner.
2. The gap in the marketing model
The new car-making forces adopt a direct operation model, the core is the combination of online and offline, sales and services are separated, and consumers learn about a car through offline experience stores and then order cars online.
Tesla's combined sales system of experience center, service center and delivery center is sought after by new domestic car-making forces such as Weilai, Xiaopeng, and Ideal, which reduces cost expenditure to a certain extent, and the online audience is wider than that of dealers.
How to promote consumers' desire to buy? Traditional car companies are also thinking all the time, such as the traditional car companies represented by Volkswagen, which have launched an agent sales model.
Some people may ask, why can't Volkswagen adopt this direct operation model like Tesla, Weilai and Xiaopeng? The main reason is that Volkswagen cannot abandon the original old partners to start a new stove, after all, Volkswagen has more than 2,000 dealers in China. Therefore, we can see that Volkswagen has adopted a compromise plan and adopted the "agency system".
This process is similar to the direct operation model of the new forces, which is to place orders through the official website and then transport them to offline stores or delivery centers through logistics, so that the "intermediate pricing" of dealers in the traditional sales channels of automobiles can be omitted. For OEMs, this approach can completely control the pricing power in their own hands.
In fact, many traditional car companies are also aware of this problem, and at present they are also actively laying out the experience store model, investing in experience stores in densely populated business circles, but there is a big gap between scale, speed and size and the new forces of car manufacturing.
3. Experience precipitation and funds still plague the new forces of car manufacturing
Although the new forces are at the forefront of product and marketing innovation, it is also the biggest dilemma they face, that is, funds, so the network has the statement that "the new forces of car building are burning money". Billions of new car-making forces financed through a series of processes such as factory building, research and development, procurement, and publicity are often not left, so Wei Xiaoli and other cars choose to go public for financing, which also boosts them to become the head force of the new domestic car-making forces. And some of the new car-making forces that cannot complete financing have become a thing of the past.
The disadvantages of the new car-making forces are the advantages of traditional car companies, which have a complete set of procurement mechanisms, production processes, financing channels, and brand premiums after decades or even hundreds of years of development.
Answer observation
In terms of heat, the new car-making forces have indeed won the victory, but looking at the sales list, it can be found that the market sales have been occupied by traditional car companies.
If the new car-making forces solve production problems, improve sales channels, strengthen the R&D and manufacturing process of sandian, and then rely on the heat and innovation ability of the new car-making forces, there is still great hope for surpassing traditional car companies in the field of new energy.