IAUTO
Speed Depth Attitude
Introduction |
2021/12/17
Becoming the "king of the B-end track" is the Flag set up when the box car was released, and there is no definite answer as to whether it will be finally realized or collapsed.
Author 丨 Cui Liwen
Responsible editor 丨 Cui Liwen
Editor 丨Zhu Jinbin
On December 16, Beijing time, located in the Changzhou manufacturing base, the new force car "NIUTRON" officially announced its brand Chinese name - "Self-Touring Home".
As the founder of the company, Li Yinan used an atypical interview with the car circle to let everyone see the uniqueness of this once known genius teenager and Ren Zhengfei's successor. Even when asked if the final result of choosing to build a car is not as expected, he replied without too much hesitation: "Failure, at least pay off the supplier's money." ”
In the eyes of more onlookers, behind this kind of freedom, it also reflects an increasingly cruel truth: when the terminal competition in the entire Chinese new energy market continues to intensify, no one has absolute certainty about everyone who has just chosen to enter the market, ensuring that they can break through smoothly.
Throughout the process, opportunities and risks always coexist. But even so, most of the time, the "cake" that is seductive enough is clearly placed there, seemingly within reach.
It is very interesting when Li Yinan pushed the self-traveler to the front of the stage. On the same day, located in Beijing, although the volume of sound was almost completely covered, it did not prevent another new force called "Box Car" from officially standing in the spotlight and bringing two products that mainly focused on the B-end travel market.
However, many questions have also emerged.
Who are you? What do you want to do?
To be fair, if I hadn't seen a few photos of the launch, I wouldn't have known that such a brand existed. After careful understanding, it was learned that before 2019, the role of box cars was more like a design supplier serving the new energy industry.
According to the information provided by the enterprise investigation, Beijing Box Zhixing Technology Co., Ltd., formerly known as Beijing Broad & Bright Apocalypse Industrial Equipment Co., Ltd., was established in March 2013, and has provided vehicle and parts design and development for China FAW R&D Institute, China FAW Besturn Research Institute, FAW-Volkswagen, BAIC Group, Jianghuai Automobile and other car companies.
In January 2019, the company changed its name to Beijing Broad & Bright Technology Co., Ltd., and established the Electric Vehicle Division in the same year, and began to build a new electric vehicle platform suitable for B-end travel. In 2020, Bris technology began to lay out intelligent networking and established a HIGH DO system research and development center.
Soon, in September last year, Briss Technology set up a wholly-owned subsidiary, the business scope includes the manufacture of new energy intelligent vehicles. A year later, it was officially renamed as Box Zhixing Technology, and the company's registered capital increased to 200 million yuan.
At this point, Box Car has completed its role, switching from supplier to vehicle enterprise. As the founder of the brand, Zhang Shuguang once worked in Beijing Hyundai and has more than 20 years of experience in the automotive industry.
"Compared with the C-end family car market, the current B-end market capacity is still smaller, but it is enough to support 2-3 brands, or 2-3 listed companies." We judge that the main force of the B-end market will be in China and the United States, because the population density is large enough, the level of economic development is high enough, and the Internet is widely used. The business model of the box car is actually to do the B-end track Tesla and become the king of the B-end track. ”
After explaining his own history, Zhang Shuguang said a paragraph, and then told the outside world what the box car really wanted to do. In addition to the "king of the B-end track", this slightly exaggerated, PPT modifier is debatable.
Among the two new cars released on the day of the release of Box Car, the BM-600 focuses on the high-end rental market, and the BM-400 focuses on the car, online car and taxi market. The appearance is original enough, the function is focused enough, so that the two have certain advantages over the current market sale of many B-end travel products derived from the C-end private market.
"The biggest logic of our car is different from others, and some others may be to make cars for the sake of making cars, or to benchmark horizontally." We have been an automotive design company for many years, and the logic is to find the pain points and needs in the market first, and then transform the market language into the engineering language. And we did not go to the benchmark, BM-400 this car can not see the shadow of any car, we did not think about this in our minds, we originally hoped to make a mobile box, and finally meet the requirements of the car level. ”
There is no doubt that when the share of China's new energy market expands rapidly, various demands are quickly generated. The box car grasps exactly one of the paths. The B-end travel sector does contain considerable profits and can be divided.
After looking at the outlet, it is more like being prepared based on the information presented so far. As an argument, according to Zhang Shuguang, as of now, BM-400 has received 42,000 intention orders.
Some doubts
"Unlike C-end products, which need to be large and complete, the B-end market can be more focused, and the definition of products will become simpler and easier to choose." Therefore, the B-end travel market is more likely to make explosive products. As long as you create a blockbuster product, you have the opportunity to win the favor of most of the market. ”
In the cognition of the box car, cutting in and focusing on the B end and avoiding the sharp edge of the C end may be the easier way to touch success. But from the perspective of the bystander, some problems can never be avoided.
First of all, with reference to the current travel market pattern, it can be found that no matter in any city or region, there are very few brands that can achieve a single big company. And the reasons for this are complex. Many years ago, there was often a situation in which local governments or travel companies concentrated on purchasing a product from a car company.
Now, with the increasing diversity of choices, most of the time it will be required to disperse orders. Therefore, if the box car wants to achieve greater quantitative change, it seems that it is not enough to stick to a small number of cities. In the process of pioneering, how to grab food from those old car companies that are still firmly holding on to their share has become a huge difficulty.
Secondly, although many years ago, due to uneven quality control, short mileage, and serious shrinkage in winter endurance, many models laid out in the B-end travel market have left a poor inherent impression on car owners and passengers, but with the rapid rise of the average research and development and manufacturing level of the entire industry, many shortcomings have been rapidly improved.
Based on the above background, a series of well-known hot products such as BYD Qin, AION S and Geometry A have gradually emerged. Safety, reliability, cost performance and low cost of use have also become the most important things for online ride-hailing drivers. The "word-of-mouth effect" spread rapidly.
In contrast, the delivery time of the first product BM-400 is not until the fourth quarter of 2023. As a new force to build a car, no one can give a guarantee as to whether the above-mentioned hard thresholds meet the standards. In other words, even if the product force does not appear too flawed, the box car proves itself and gains the recognition of the entire B-end industry, and it will take a relatively long process, and the loss of potential customers is more like an inevitable trend.
Moreover, as early as the previous article "B-end, Resurrection", it was mentioned that after the chaos of the travel market was gradually rectified, it undoubtedly became "fragrant food" again for the strong new energy vehicle companies.
However, before the all-out robbery, it is first necessary to gain a foothold in the private market and prove that it has the ability to survive. And more often, the products that will be sold on the B-end and C-end respectively are also quite wise to draw a line at the beginning.
After clarifying the thinking, the upcoming 2021 can obviously feel the rapid force of BYD, GAC E'an, Geely, Roewe, including Xiaopeng, Nezha, Weima and other car companies. After all, no one wants to miss the considerable revenue brought by this sector, and the advantages it has on the manufacturing side and the cost control end are also more obvious.
Therefore, the box car seems to cut into the "blue ocean" without too many competitors, but looking deeper, the snoopers who are looking at the tiger are by no means in the minority, and the pressure of survival and competition can be imagined.
At the end of the article, I want to say that becoming the "king of the B-end track" is the Flag set up when the box car was released, and there is no definite answer at this moment as to whether it will be finally realized or collapsed. Under the leadership of Zhang Shuguang, what kind of seat can this new force car build occupy in the B-end market, I believe that time will give feedback.
| Cui Liwen |
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