At the end of each year, the major platforms will successively release the "annual network hot words" inventory, such as this year's network hot words have the awakening era, YYDS, double reduction, broken defense, meta-universe, absolute child, lying flat, strong country has me... These hot words also basically summarize this year's hot spots, phenomena, and even the changes of the times.
This year, the automotive industry has also ushered in a lot of changes, then next, Brother Ruan will give you an inventory of the top ten hot words in the automotive industry in 2021 to see the latest development trends in the automotive industry this year.
01
Missing cores
Since the end of last year, the global wave of automobile production has been wave after wave, and the biggest incentive is undoubtedly the "lack of core".
Chips are the core component of most electronic devices, and the automotive industry is moving towards the "new four modernizations", and the demand for chips is also increasing. Coupled with the impact of the epidemic on chip factories, global automakers are caught in the dilemma of "lack of cores". Since the beginning of this year, Toyota, Volkswagen, General Motors and other car companies have announced that they will reduce car production in different parts of the world, so that dealers have no cars to sell.
In the second half of this year, due to the gradual consumption of chip inventory, many domestic automobile companies have also begun to show a significant decline in production and sales. In particular, in recent years, a number of new domestic car-making forces standing at the cusp of the industry are also suffering from the lack of cores, and have successively reduced the delivery of vehicles.
At the same time, the "lack of core" crisis not only affects the development of car companies, but also directly affects the relationship between market supply and demand, resulting in the phenomenon of shrinking discounts in the terminal market, delivery of semi-finished products, etc., and even driving the second-hand car industry to usher in new opportunities on the one hand.
However, it is worth mentioning that the supply chain problem caused by the lack of core has gradually eased, and from the november car dealer inventory warning index, it has increased by 2.9% month-on-month, which also means that the darkest moment of the car "core shortage" has passed.
02
Double carbon
2021 is the first year of the "14th Five-Year Plan", guided by the "double carbon" goal of "achieving carbon peak by 2030 and carbon neutrality by 2060", major auto companies have responded, triggering a new round of new energy vehicle revolution.
In October this year, the State Council issued the "Notice on the Carbon Peak Action Plan before 2030", proposing to actively expand the application of new energy and clean energy such as electricity, hydrogen, natural gas, and advanced bio-liquid fuels in the field of transportation. Promote the low-carbon transformation of transportation tools and equipment, build a green and efficient transportation system, and accelerate the construction of green transportation infrastructure.
In addition to the current mainstream development of lithium battery pure electric vehicles, the hydrogen energy industry has received unprecedented attention, and many places across the country have introduced regulations to support the development of hydrogen fuel, and major car companies and upstream and downstream enterprises have also accelerated the layout speed.
Overall, under the guidance of the "double carbon" goal, new energy vehicles will show a diversified development trend in the future.
03
Three children
The liberalization of the "three-child" policy can be described as the most concerned people's livelihood event this year. For the automotive industry, it is a new market opportunity. From the traditional concept, children and grandchildren are often a sign of winners in life, and after the three-child policy is released, it will undoubtedly enable more people to realize this ideal. Buying a 7-seat MPV, the mother and the big treasure two treasures play happily in the third row, the wife takes care of the three treasures in the second row, the father sits at ease in the co-driver, and the family is happy and harmonious to paint a beautiful portrait.
In addition to the buick GL8, Trumpchi M8, Honda Odyssey and other old MPV continue to rise in popularity, but also attracted Kia Jawa, Toyota Xena and other global hot MPV have entered China, for a time, MPV models have become the focus of everyone's attention.
But then again, behind the liberalization of the three-child policy, in fact, the aging of the population is intensifying, the so-called "filial piety is the first", filial piety to parents is a traditional virtue engraved in the bones of the Chinese people. In the context of increasing population aging, the middle-aged and elderly user market may become a new track in the future.
04
She's economical
Authoritative data shows that since 2020, 97% of women have become the main force of home consumption and shopping. With the increasing proportion of female users in car purchase consumption, the female consumer market is getting more and more attention, and a wave of "her economy" has been set off in the automobile market. Many car companies focus on creating products with rich characteristics to cater to the female consumer market.
Among them, the Euler automobile brand has completely transformed into a brand focusing on female users this year, and has also set up a brand positioning of "loving women more". In fact, in addition to Euler Motors, more and more brands are now focusing on "her economy". For example, at this year's Guangzhou Auto Show, we can also see that many brand booths have opened up female-exclusive Internet celebrity punch cards, set up interactive scenes such as on-site nail art, perfume debugging, and homemade lipstick, and built the booth into a paradise with a very girlish heart.
It can be said that the prevalence of "she economy" has made cars no longer focus on the painting style of steel straight men, which has also brought more diversified choices to the market.
05
High-end
Fei Fan, Sharon, Avita, Zhi Ji, Ji Du, Lan Tu, Extreme Krypton, Pole Fox... In recent years, a large number of new car brands have emerged in the domestic auto market, which can't help but remind people of the period of chaos and war 5 years ago when the new car-making forces were in turmoil, but the difference is that this time it is a comprehensive impact on the high-end market of traditional Chinese automobile companies.
In recent years, the growth of the domestic automobile market has slowed down, and it has already entered a red sea or even an inner volume, entering the stock market from the incremental market, especially under the influence of the epidemic, automobile production and sales have dropped sharply. The era of relying on high cost performance to seize the market has passed, and under the new era of change, China's traditional automobile companies have ushered in unprecedented new opportunities.
From the perspective of industrial development, industrial Internet and manufacturing intelligence is the key to the future transformation of the automobile industry, compared to the fuel vehicle era of hard work, obviously in today's era of electric intelligence, we are basically standing on the same running line with the international first-line manufacturers, high-end breakthrough is imperative.
06
Lidar
Nowadays, self-driving technology has become the most important area of the future automotive industry, and in the years of rapid development of autonomous driving technology, two major factions have been formed in terms of autonomous driving perception, one is the pure visual faction represented by Tesla, and the other is the lidar faction that Elon Musk once feared. But from the layout of major car companies this year, the lidar faction seems to have ushered in an overwhelming victory.
At present, BMW iX, Weilai ET7, Xiaopeng P5, etc. are equipped with more than one lidar, while Weipai Mocha, Jihu Alpha S Huawei HI Version, GAC Aion AION LX Plus, Weima M7, etc. even have three lidars, which can be described as the world's non-stop and internal volume.
The collective mass production of lidar technology seems to have illustrated the mainstream status of this perception technology, and Tesla seems to be going further and further down the road against the world. For the development of automatic driving technology, lidar undoubtedly provides a more accurate and safer and more effective perception scheme, but it is obviously not easy to popularize automatic driving, after all, there is still a lot of room for road conditions and legal norms, of course, the most important thing is the pricing that deters consumers.
07
Information Protection
From the "killing" of big data to the "eavesdropping" of smart devices, from the illegal collection of user personal information by travel APPS and being ordered to be removed from the shelves, to the illegal collection of face data by automobile brand stores, people have suffered from information security for a long time.
With the continuous deepening of the exploration of automotive intelligent network connection, the data collection equipment such as vehicle positioning devices and cameras is becoming more and more advanced, but as consumers, we do not know what personal information we have been collected and what use, which has also aroused people's high concern about the information security of intelligent networked vehicles.
Fortunately, in November this year, the "Personal Information Protection Law" was officially implemented, adding a legal lock to the security of personal privacy information, and enhancing consumers' confidence in intelligent and connected vehicles. On the other hand, the law also regulates the establishment of an independent and controllable data security ecology for automobiles and related enterprises, ensuring the development of intelligent and connected vehicles in a healthy and orderly environment.
08
Gen Z
In recent years, with the rise of young consumer groups, the automobile market has gradually shown a trend of rejuvenation, of which "Generation Z" has also become the most concerned group in the automobile market this year.
Generation Z refers to a generation born between 1995 and 2010, whose growth period is completely synchronized with the formation of the Internet and the period of rapid development, and belongs to the indigenous people of the Internet. Generation Z group self-confidence, patriotism, the pursuit of fashion, trend, but also enough personality, avant-garde, the courage to challenge, but also more willing to accept new things, rather than blindly pursue joint venture cars, more and more people prefer those who know their own "domestic goods" better. In today's era of automobile electrification and intelligence, it has become a strong driving force.
09
Official reform
In the process of catering to the consumer demand of Generation Z, domestic auto brands have gradually explored a personalized path, that is, "official reform".
From the scene of large-scale auto show activities in recent years, it is not difficult to find that whether it is mainstream car companies, non-mainstream car brands, or commercial vehicle companies, they have brought cool modified cars, in order to attract the attention of more young consumer groups.
Moreover, in recent years, many mainstream automobile companies have actively participated in international racing events and achieved good results, while promoting the culture of modified cars, they have also fed back civilian vehicles through racing technology.
I believe that under the correct guidance of the policy, as well as the joint promotion of car companies and consumers, China's automobile modification industry will become more and more mature and form our own automobile culture.
10
Cross-border car building
Under the wave of automobile reform, enterprises from all walks of life have piled up to build cars, chaotic, experienced many eliminations, some have gradually gained a foothold in the market, but in the face of this endless "big cake", there are still many companies that choose to enter the "cross-border car", such as millet, VIVO, 360, Mavericks...
Among them, the most optimistic millet has gradually taken shape after more than half a year of brewing, and the xiaomi automobile entity company has been formally established, headquartered in Beijing, and the factory is also set in Yizhuang. In October, Lei Jun said at the Xiaomi Group 2021 Investor Conference that the progress of Xiaomi car manufacturing and team work far exceeded expectations, and it is expected that Xiaomi car will be officially mass-produced in the first half of 2024.
With the blessing of subsidy policies and other benefits, the domestic new energy vehicle market has developed rapidly in recent years, and it is not difficult to understand why many car companies and even technology companies have joined the ranks of car manufacturing. In the view of Brother Yuan, the addition of other companies will more or less bring pressure to the car companies in the bureau, and such pressure will force the car companies to develop better products, and the profit is naturally our consumers.
The top ten hot words in the automotive industry in 2021 are the epitome of the times. From policy orientation to industrial transformation, to changes in the structure of consumer groups... Each one makes us feel the earth-shaking transformation of the automotive industry. There is no doubt that the current automotive industry is ushering in a major change unprecedented in a century, and there are still unlimited possibilities for future development.
In the next issue, we will take stock of the top ten automotive marketing events in 2021, so stay tuned!