IAUTO
Speed Depth Attitude
Introduction |
2021/12/17
Standing on the cusp of more and more expectations, for BYD, which has a very unique development path, what it has to do is to continue to run wild and maintain the strong performance of "selling crazy".
Author 丨 Cui Liwen
Responsible editor 丨 Cui Liwen
Editor 丨Zhu Jinbin
"Building a car is like a game, especially in the new track of new energy, the situation and the direction of the wind change rapidly, and winning ultimately belongs to those who are very well prepared."
At this moment, when the tide of electrification transformation is intensifying, it seems inexplicably appropriate to use a sentence at the beginning of the article to describe the entire market. Especially when the traditional fuel vehicle market is still mourning for various reasons, the new energy market is getting better and better, and it is more dazzling.
The annual cumulative wholesale volume is driving to the mark of 3 million vehicles, the terminal penetration rate once exceeded the inflection point of 20%, and at the beginning of the year, perhaps not too many people predicted that the acceptance of new energy vehicles by potential consumers would climb so crazy.
And when the cake symbolizing the "future" becomes more tempting, BYD, which has long been known as the "leader of new energy vehicles", undoubtedly firmly grasps this fleeting opportunity.
November, really "sell crazy"
In fact, as early as October, BYD has already ushered in a reasonable victory at the terminal. According to official data, overall new car sales reached 88,898 units, up 90.9% year-on-year and 12.5% month-on-month.
More importantly, in october, the number of new energy units reached 80,003 units, up 262.9% year-on-year. Among them, dm-i models were 38,771 units, and EV pure electric vehicles were 41,232 units, which set a record high.
The results are getting better and better, and it also injects a shot of cardiotonic agent into their own "Di powder". Shortly after the October sales were announced, a DIY poster titled "This October, I'm going to hit 10" appeared on Weibo.
At the bottom, it is directly noted: BYD new energy sales in October = (Xiaopeng + Weilai + Ideal + WM + Nezha + Zero Run + GAC Aian + Extreme Krypton + Volkswagen ID.+ Lantu) × 1.2. In addition to a little Versailles, it also reflects the good performance of the former from the side.
As everyone knows, in the just-concluded November, the growth trend is still continuing, and the situation of "one dozen and ten" is still being guaranteed to the greatest extent. As an argument, BYD's overall sales exceeded 90,000 units, the total number of passenger cars reached 97,242, and the sales of new energy reached 90,121 units.
Among them, dm-i models sold a total of 43,984 units, an increase of 499.8% year-on-year, and EV pure electric sales of 46,137 units, an increase of 153.2% year-on-year. The 90,121 units also successfully set a new record for monthly sales in China's new energy passenger car market so far.
Standing at this memorable node at the moment, looking back on the past, from BYD's new energy sales exceeding 30,000 vehicles in May, to exceeding 40,000 vehicles in June, breaking through 50,000 vehicles in July, breaking through 60,000 vehicles in August, breaking through 70,000 vehicles in September, breaking through 80,000 vehicles in October, and then breaking through 90,000 vehicles in November, the speed of progress can be completely described as "one step at a time".
According to such an increase, in the only month left in 2021, breaking through 100,000 vehicles seems to be a foregone conclusion.
What is even more exciting is that in the upcoming 2022, according to multi-party forecasts, the expected wholesale sales of the entire Chinese new energy market are likely to exceed 5 million vehicles. With this as a background, if BYD can continue to maintain a strong growth rate, then the milestone that the car company will eventually touch may be the annual sales of millions of vehicles.
There is no doubt that this time BYD is really "selling crazy".
Look behind the "sell crazy"
"The penetration rate of new energy vehicles is far beyond imagination. This year, from the beginning of the year to the end of the year, the monthly growth is more than one point, from 5% at the beginning of the year, it is estimated that the end of the year to 20%, an increase of almost 15%. The growth of new things is never equal, it is first low and then high. Even according to conservative estimates of equal proportions, it will certainly be in the early twenties of next year. If it is increased by another 15%, by the end of next year, the penetration rate of new energy vehicles can be as high as 35%, far exceeding the original overall plan. ”
Such a powerful speech came from BYD Chairman Wang Chuanfu. Behind the words, he can deeply feel that he is full of confidence that in the upcoming 2022, China's new energy market will continue to achieve qualitative changes caused by quantitative changes.
As for the bottom line? More concentrated on the upcoming 2021, whether it is the technical level, product level or terminal level, after the multi-dimensional transformation, the great victory has been achieved.
Looking at the "selling crazy" behind, when the wind came, BYD's own research and development system, supply chain system, sales system and brand upward system have achieved a real qualitative change caused by quantitative change.
From the perspective of splitting, it must be admitted that after successively taking out the "blade battery" and "DM-i hybrid technology", BYD successfully solved the two problems that potential consumers are most concerned about at the technical level.
First of all, the safety of blade batteries is undoubtedly the best existence in the same industry. And thanks to BYD's full-stack self-research capabilities, within a controllable cost, the capacity supply can be more abundantly guaranteed, and the relevant indicators of the entire blade battery are also outstanding enough.
Secondly, when the DM-i hybrid technology was introduced, BYD gave up the ultimate pursuit of power and acceleration, and refocused on the lowest possible energy consumption performance and economy in the process of using the car. And such careful thinking and choices have spawned a number of "star models" that are good enough.
According to the October new energy model sales list released by the Association of Automobile Manufacturers, among the top 15, BYD has a total of 6 models shortlisted, namely the Qin PLUS DM-i in the second place, with sales reaching 17,393 units; the Song DM in the fourth place, with sales reaching 11,316 units; the Qin PLUS EV in the fifth place, with sales reaching 8,405 units; the Han EV in the 6th place, with sales reaching 8,284 units; the Tang DM in the 12th place, with sales reaching 6,762 units; and the Yuan EV in the 13th place. Sales reached 6,507 units.
In november, BYD Han sold 12,841 vehicles and Han EV units to 10,021 units, making it China's first pure electric medium and large sedan with monthly sales of more than 10,000. The new generation of BYD Tang, sales reached 8,125 units, doubling year-on-year.
Qin PLUS sales reached 28,151 units, a new monthly high of models, specific to the subdivision model, Qin PLUS DM-i sold a total of 18,054 units. At the same time, Qin PLUS EV continued to increase in volume, and sales exceeded 10,000 for the first time, reaching 10,097 units.
On the other hand, thanks to the recent continuous climb in DM-i production capacity, Song DM's sales have also increased significantly, reaching 15,097 units in November, up 1229.0% year-on-year. A total of 6,521 EV models were sold. Dolphin, the first model of the Marine series based on platform e-platform 3.0, also sold 8,809 units in the month.
It is undeniable that when the technology successfully lands on the product side, the performance of BYD's product matrix on sale can be described by "multi-point flowering". At the same time, it is more and more prominent to highlight a simple and easy to understand truth: at present, in addition to the intelligent and technological sense of shaping that is prominent enough, for all new energy models, the price factor is still the key to determining the level of sales.
Thanks to the excellent cost control, supply chain integration and self-research capabilities, BYD can provide its own users with the highest cost performance in all levels and ranges, and even comparable to traditional fuel vehicle competitors.
In addition, with enough abundant and powerful products at the terminal level as a support, BYD's overall image, word of mouth and voice in 2021 will naturally reach an unprecedented height, and also lay a good foundation for the upcoming "high-end new energy brand" in 2022.
At the end of the article, I want to emphasize that looking at BYD's current stage achievements, the various measures it has implemented are more like the results of its opportunities, active choices, and one-hit hits. Such a pattern, which seems simple on the surface, is actually difficult to replicate.
Standing on the cusp of more and more promising, for BYD, which has a very unique development path, what it has to do is to continue to run wild and maintain the strong performance of "selling crazy".
| Cui Liwen |
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