A medium-sized and large sedan of a Chinese brand priced at more than 200,000 yuan, with monthly sales of nearly 13,000 units, was placed 5 years ago or even 3 years ago, and almost no one dared to think about it. However, BYD Khan not only did it, but did it quite thoroughly.
In November, BYD Han's sales reached 12,841 units, ranking first in the sales volume of medium and large cars of Chinese brands, ranking among the top three in the medium and large car market for four consecutive months. Among them, Han EV's sales in November also exceeded 10,000 for the first time, which is not only the first pure electric medium and large car in the Chinese auto market to sell more than 10,000 yuan, but also the first time that a Chinese brand has achieved monthly sales of more than 10,000 yuan in the high-end pure electric car market of more than 200,000 yuan.
And this is only 16 months after BYD Han went public.
The high-end car market of more than 200,000 yuan was an insurmountable forbidden area for most Chinese brands in the past. But the biggest obstacle is not the barrier from multinational giants that everyone imagines, but more from the lack of confidence in the hearts of Chinese brands. But if you really have the courage to break in, you will find that many imaginary tigers are actually just paper tigers.
Because the power of all breakthroughs fundamentally stems from the leading product and the transformation of technology. This is the new direction that BYD Han has led to the upward road for Chinese brands.
There are no competitors, but all competitors can be diverted
In the price segment of BYD Han, consumers can choose from sedan products, and for a long time, almost only the mid-size cars of the joint venture brand. There have also been other Chinese brands that hope to enter this market through high configuration and high cost performance, but this "follow-up" product strategy is ultimately fruitless under the strong consumption inertia.
And BYD Han's upward movement completely broke this line of thinking. On the contrary, BYD Han first put himself on the positioning of a luxury car, whether it is the design, process, material of these characteristics, or the three electric system, intelligent cockpit, intelligent driving these cores, Han is really every detail to do a good job, do the top, do the industry first, truly realize the concept of luxury car to do a mainstream consumer affordable products.
Specifically, BYD Khan achieved three breakthroughs:
In the blade battery, IGBT, silicon carbide and other key core components, to achieve full self-research and industry-leading.
In terms of innovative technologies such as assisted driving and intelligent cockpits, it has achieved sustainable evolution.
In terms of design, manufacturing process, materials and materials related to luxury experience, we have achieved leapfrog enjoyment.
When BYD Han does this in product definition, it will make a qualitative change in the consumer values of the market segment. When a high-end car can sell nearly 13,000 units a month, it is bound to be because it has entered the larger mainstream market of the base plate and competed for a richer source of customers. Moreover, this group of users may not have entered the competitive store at all, and directly chose BYD Han, which means that BYD Han not only won the current sales, but also directly grasped the user base in the next few years.
Those consumers who originally planned to spend more than 200,000 yuan to buy a joint venture brand or even a luxury brand car, seeing a "dimensionality reduction strike" car with a product force in the same price, will undoubtedly have a feeling of exceeding expectations. Moreover, unlike the previous Chinese brand high-end cars that rely on cost performance and high configuration to attract consumers, BYD Han's attraction to the base disk consumers of these multinational giants relies on value, experience and concept.
It is a kind of transcendence from the bottom, with continuous vitality, and once formed, it is difficult to reverse. Therefore, we can see that bydy Han's sales have been in a steady upward trend since its listing, and after the word-of-mouth effect has gradually accumulated, its market volume will also snowball.
At this time, we will naturally think of another potential competitor, which is also the Tesla Model 3 that many people will consider in the price of more than 200,000 yuan. But in fact, because of BYD Han's product definition, it and Model 3 have formed a differentiation in the consumer population. Han's body has a sense of luxury and satisfaction with mainstream users that Model 3 does not have. When Tesla's delivery was unstable this year, Han was able to maintain stability and won the sales champion of more than 200,000 yuan in the pure electric car market in October and November.
Therefore, the arrival of BYD Han is not to compete with anyone in a price range, but to set a new high-end benchmark by bringing new ideas to the market segment. In the similar price point, you can say that Han has no direct competitors, but it can also be said that cars with similar prices, whether it is a joint venture brand or a luxury brand, whether it is a traditional fuel vehicle or a new energy vehicle, are All han's competitors.
In essence, this is a dimensionality reduction strike achieved by BYD Khan with dimensionality-upgrading thinking. This is what Chinese brand high-end cars have not been able to do in the past, but it is the core concept that BYD Han can continue to sell more than 10,000 per month.
System strength is the foundation of BYD's brand upwards
In November, BYD sold 97,242 passenger cars. Among them, the sales volume of new energy passenger vehicles reached 90,121 units, which not only won the first place in China's new energy passenger car sales for six consecutive months, but also the first brand in China to achieve a single monthly sales of new energy vehicles exceeding 90,000 units.
Moreover, BYD's layout in the new energy vehicle market does not rely on a single model, but on the systematic layout of the full spectrum model and the full power system. In China, BYD's new energy lineup is unparalleled, from cars to SUVs to MPVs, from small to compact to medium and large, from pure electric to plug-in hybrid, according to different market demand and objective environment, targeted release of different products, in this regard BYD has an absolute leading edge. China's new energy vehicle market penetration rate can exceed 20%, and BYD has played a role in it.
Why is ITD doing this, doing it well? The answer is persistence.
In 2008, BYD outlined three big dreams: solar energy, energy storage, and electric vehicles. When many people were not optimistic about BYD's vision at that time, BYD persisted, and for this insistence, it continued to cultivate the strength of the system and do a good job in the research and development of basic technologies.
For more than a decade, BYD has also had twists and turns, and has also faced a bad market environment, but today, BYD's vision has become the current outlet, and the system strength cultivated by BYD over the years has enabled it to become the fastest person in this rapid development outlet. This kind of strategic determination of the enterprise has created a high degree of vertical integration of the entire industrial chain by BYD, and the core technologies related to new energy vehicles are in its own hands.
These allow BYD to have a high degree of freedom in product definition capabilities, industrial chain control capabilities, and stable supply capabilities that are not affected by the shortage of parts supply, which is the most solid backing for BYD to continuously achieve brand upwards.
Just like China's mobile phone industry is full of flowers, but why can only Huawei stand at the high end and compete with multinational giants such as Apple and Samsung? It is because of Huawei's mastery of core technology. The same is true for BYD, there are nearly 500 registered new energy vehicle companies in China, but looking at the world, only BYD can do batteries, motors and electronic controls.
Therefore, Han's sales continue to rise, which is only a manifestation of BYD's system rooted in the vertical integration of core technology and industrial chain, and an externalization performance. Because of BYD's long-term strategic vision, because of years of adherence to strategy, these things that have been done right have only allowed BYD today to achieve the results it should have.
We have reason to expect BYD Han to be able to have a consistently excellent market performance under greater market coverage. We also have reason to expect BYD's new energy vehicles to bring new experiences to consumers with product and technological innovation. This is an opportunity for Chinese consumers to become more and more confident in Chinese brand cars, especially mid-to-high-end cars, in the next 5-10 years.
Write at the end
Many people will think that the transformation from fuel vehicles to new energy vehicles is a new road for brand overtaking, but this does not mean that the road of new energy will be easy to take, and the high-end road of new energy can be indomitable. On the contrary, even if it is a new path, there are no shortcuts. When the penetration rate of new energy vehicles in China's auto market has exceeded 20%, only by relying on real products to impress consumers and having real core technologies as support can we win the favor of consumers and obtain stable growth.
Because of this, BYD Han's current position is both precious and has sustainable vitality.