Above the wave of new energy, BYD 2021 is facing the "wind"

At present, the outlet of the new four modernizations of automobiles has brought a new atmosphere to the industry and opened a new track, since this year, new energy vehicles and intelligent vehicles have driven to the fast lane, and the market share of independent automobile brands has been rising, and it has gone to a new journey overseas.

As a member of the new energy vehicle camp, BYD's report card this year is quite interesting. According to the latest data from the Association, BYD's total sales exceeded 90,000 units in November, winning the top spot in the new energy vehicle market for six consecutive months. When there are problems such as lack of cores in the global automotive industry and rising power battery prices, BYD has linked up its subsidiaries in the upstream and downstream industrial chains to coordinate the formulation of solutions and maintain stability in production and marketing.

In addition to vehicle manufacturing, BYD has a layout in chip research and development and manufacturing, battery research and development and manufacturing. Since the beginning of this year, BYD has increased its investment in research and development, released new technologies including DM-i supermix technology, pure electric exclusive e-platform 3.0, and landed DM series products, marine series products, etc. The diversified industrial layout provides a strong voice for BYD's sustainable development.

At the same time, BYD has taken advantage of the victory to pursue and expand the passenger car overseas project, the brand internationalization has been further advanced, and the high-end brand is also upgrading. In addition, this year, BYD also made efforts in brand rejuvenation, and planned a number of related activities, and the related models launched for this market are also favored by young people.

Single-month sales set another market record

The latest data from the China Automobile Association shows that the production and sales of domestic new energy vehicles in November were 457,000 and 450,000 units, respectively, an increase of 1.3 times and 1.2 times year-on-year, and the market penetration rate of new energy passenger cars reached 19.5%, continuing to be higher than that of the previous month.

Focusing on the level of car companies, BYD's new energy passenger car sales reached 90,100 units in the month, an increase of 252.7% year-on-year, becoming the first in the sales list of new energy vehicle companies and refreshing the new record of monthly sales of new energy passenger cars in China. From January to November this year, BYD New Energy's cumulative sales exceeded 500,000 vehicles, with eye-catching results.

In addition, BYD also proposed the development path of "less oil, no oil", accelerated the replacement of fuel vehicles by new energy vehicles, and contributed to the realization of the "double carbon target". Under the "less oil" strategy, BYD released DM-i supermix technology and launched the DM series models; under the "no oil" strategy, launched e-platform 3.0, blade batteries and other technologies to inject "scientific and technological factors" into related products. In November, DM models sold 44,000 units and EV pure electric models sold 46,100 units, up more than 100% year-on-year.

It is worth mentioning that in May this year, BYD's 1 millionth new energy vehicle rolled off the production line, and BYD became the first Chinese brand to enter the "Millions Club" of new energy vehicles. At present, independent automobile brands are rising strongly with the rapid development of new energy vehicles. According to the data of the Association, in November, the retail sales of self-owned brand passenger cars were about 830,000 units, and the market share increased to about 46.3%, an increase of 6.9 percentage points year-on-year.

At the same time, new energy vehicle companies have laid out overseas business, and BYD has also actively promoted the process of passenger cars going overseas. In May, BYD announced plans to deliver 1,500 Don EVs to Norway within the year. At present, the cumulative number of BYD European Tang EV shipments has exceeded 1,000.

In addition, BYD continues to expand its overseas commercial vehicle business. At present, BYD's pure electric bus and taxi footprint has covered six continents, more than 50 countries and regions, and more than 300 cities around the world. Among them, BYD's various pure electric buses have delivered more than 65,000 vehicles worldwide.

Diversified industries develop in synergy

BYD's diversified industrial layout has attracted much attention at present. With the emergence of problems such as the lack of cores in global automobiles and the rise in power battery prices, the layout ability of car companies at the industrial chain and technology levels has become increasingly prominent.

BYD's chip business has also attracted much attention from the capital market. As early as June 2020, BYD Semiconductor has conducted two rounds of equity financing, including sequoia Capital, CICC Capital and other strategic investors flocked to it. The two rounds of investors raised about 1.9 billion yuan and 800 million yuan respectively according to BYD Semiconductor's pre-investment valuation of 7.5 billion yuan, with a total valuation of 10.2 billion yuan.

As a pure electric vehicle "CPU", the core technology of vehicle-grade IGBT is the core business of BYD Semiconductor. After more than ten years of R&D accumulation and large-scale application of new energy vehicles, BYD Semiconductor has grown into a large-scale IDM vehicle specification grade IGBT manufacturer in China, and is also one of the domestic alternative manufacturers of new energy vehicle IGBT, with the cumulative loading volume ranking in the forefront of domestic manufacturers, providing guarantee for the domestic independent control of core components of new energy vehicles.

At present, BYD Semiconductor has issued an announcement on the proposed listing on the ChiNext board and has disclosed the prospectus. The IPO process is progressing steadily and is expected to go public within the next two years. Under the lack of cores in the automotive industry, BYD relies on the complete industrial chain in the upstream and downstream of chips to achieve chip self-sufficiency, better maintain bySTAN's production and marketing stability, and support various business expansion.

In the battery business, BYD is accelerating the pace of opening up. In April this year, BYD Chairman Wang Chuanfu officially announced that ALL of BYD's new energy passenger cars began to be fully equipped with blade batteries. BYD officials have also said: "Almost every car brand you can think of is negotiating cooperation with Fordy Battery." ”

It is reported that the production capacity of blade batteries is rapidly climbing, the quality is stable and reliable, far exceeding expectations, and is supplied to the whole industry. In the future, blade batteries will be successively installed on new energy vehicles of mainstream brands at home and abroad. According to the plan, Fordy Battery will promote the listing in the next two years.

In addition, according to BYD, the scale of BYD's electronics business continued to expand this year: the share of Android large customers continued to increase; the shipment of core products of large customers in North America continued to increase; new smart products such as smart homes, game hardware, and drones continued to increase; and continued to increase investment in electronic atomization products.

The brand opens up a new pattern upwards

At the same time as sales soared, BYD opened a new exploration of the brand, of which brand high-end has become a major development direction. As the market share of independent automobile brands increases month by month, the recognition of independent automobile brands in the consumer market is also increasing day by day.

The data shows that the average bicycle price of BYD passenger cars has reached 151,800 yuan in 2021. The increase in the average price of bicycles reflects the increase in consumer recognition of the brand, and more reflects the improvement of the height of the brand. It is understood that the average bicycle price of BYD passenger cars is not only among the best in the domestic independent brands, but also not inferior to the average price of joint venture brand bicycles.

In addition, bydir's high-end brand, which is closely watched by the market, is scheduled to be launched next year. Li Yunfei, general manager of BYD's brand and public relations business unit, said: "The products of high-end brands, target groups and product prices will be very different from the past. Among them, the products of high-end brands will have completely independent brands, sales channels and teams. It is reported that the price of the product will be more than 500,000 to 1 million yuan.

In addition, BYD is also interested in making the brand younger. At present, new energy vehicles are more easily accepted and purchased by young people, and major new energy vehicle companies have landed related products that attract young people. The Dolphin model launched by BYD this year is a major exploration of the young group market.

In order to better attract young people, BYD has also tried a new way of playing in marketing. At this year's Guangzhou International Auto Show, BYD launched the co-creation version of Dolphin, launched the "Play Out My YOUNG-Tide Reform Co-creation Plan", and participated in the co-creation of Dolphin models with consumers. At the same time, BYD has opened up online resources and offline channels, and on the basis of traditional 4S stores, it has added supermarkets and urban exhibition halls to strengthen the connection with young people.

In addition, BYD also laid out the Chinese e-sports double top stream event, launched the national wind wind song "China-Han" and the national comic "Knife in the World", which won the attention of young people. According to the latest data, the sales volume of dolphins, the first model equipped with BYD's e platform 3.0 in November, has exceeded 8,000 units, a sharp increase of 46.4% month-on-month, achieving three consecutive sales increases.