Auto-First | Zhou Guangjun
wildly
Jun said that the electric house is not to build an electric car, but to provide a car to meet the needs of users.
The soil of the electric house is on the demand side, and the killer skill to cope with and meet the demand is a cost-effective explosive product.
Brand release, mass production of products, product delivery, channel establishment, sales exceeded 1,000, which is the full layout, acceleration and report card of the electric house in one year of start-up.
The emerging new energy vehicle market really needs an electric house, and the starting point they were born to meet the demand side is different, and the three use scenarios to meet the demand side are the survival of the electric house.
From January to October this year, the national sales of new energy passenger vehicles have reached 2.18 million units, a year-on-year growth rate of more than 182.1%, the penetration rate is close to 15%, and the production and sales are expected to be close to 3 million units by the end of the year. The "China Automobile Association" even predicts that the new energy vehicle market will reach 5 million in 2022.
"Good market, long track, fierce competition" is the background of the new energy vehicle market, but for the new brand of electric house that was born for one year, it is the most critical to find the entry point, and the electric house is aimed at the rapid growth of users.
Aim at the family's second car. The consumer demand for the second car of the family is rising rapidly, and unlike the consumption concept of the first car, when buying the second car of the family, the user will tend to be more rational and more from the perspective of demand, and will not pursue face too much. The main use scenarios for daily commuting and picking up and dropping off children.
Fits the consumption concept of Gen Z. The young Generation Z began to become a mainstream car consumer group, they are naturally good for pure electric model products, and they no longer pursue big brands in the consumption concept of scooters, but more pursuit of personality, whether the product is fun, whether there is a fun experience. The Z era is slowly changing the consumption attributes of automobiles, making it more and more fast-selling, which is also a relatively clear trend.
Personal travel is not only private cars, the current taxi and online car market is also one of the focuses. At the same time, there is also this group of low-speed electric vehicles that need to be upgraded, both of which will be a huge market outside of private cars.
Cost-effective blockbuster products and electric vehicles have eventually become the cognition of mobile terminals, which are the two natural labels of electric houses. It is also a label that clearly distinguishes electric houses from other brands in the pure electric vehicle market.
Hu Jun, managing director of the electric house, said that around the three mobile travel use scenarios: private cars, online car-hailing, and urban logistics, insisting on "high cost performance" is a label for electric houses. In terms of private cars, in the market of traditional fuel vehicles, it can be seen that models below 100,000 yuan account for more than half. In the new energy vehicle market, the number of vehicles sold more than 250,000 yuan and less than 100,000 yuan is also large. The market range of more than 250,000 yuan is mainly the game competition between "Wei Xiaoli" and Tesla, but in the entry-level market within 100,000 yuan, although a hundred flowers are blooming, the competition has just begun, which is an opportunity for electric houses.
Why not stop at private cars, because electric houses believe that the cars of the future will eventually become "mobile terminals". If new energy is the first shot of the automotive revolution, then intelligence should be the key to the future industry reshuffle. Therefore, the electric house starts from the entry-level pure electric model products, enters the market with three major use scenarios, and then launches solution-based services to meet the diversified mobile travel needs of users in one stop, and the demand covers more mobile travel-related business areas, including the above-mentioned business scope of shared cars, online car-hailing, and urban logistics. Electric house is not only a manufacturer, it is less than 100,000 high-cost entry-level pure electric model products, cut into the largest market segment of potential users, quickly accumulate the user base, establish a broad user ecology, and then grow into a "full-stack pure electric mobility service provider".
The electric house is also a "docking station".
Positioned as a "cost-effective full-stack pure electric intelligent travel service provider", the electric house proposes an industry-first DOCK model. The team only does the core things of product research and development, manufacturing, market operation and customer operation, and fully integrates market resources and industry resources on this basis.
After more than 30 years of rapid growth, China's automotive market has accumulated huge market resources in terms of research and development and manufacturing. The new energy automobile industry is particularly typical. In the past five years, investors across the country and in the market have invested huge resources. If these resources can be integrated, they can use higher efficiency, lower cost, and better products, and Hu Jun compares this model image to "docking station".
Therefore, the electric house only defines the requirements, defines the product, and the core research and development. Production using foundry, such as the in-depth strategic cooperation with Sinotruk VGV, Sinotruk VGV to help the electric house to solve the production base problem, electric house to help the heavy truck VGV to solve the strategic problem of new energy products, its fuel consumption points, new energy points, can achieve the goal through the electric house.
Electric houses are born at the right time for three elements.
Hu Jun said that the team of one hundred and eighty people, and then with some dealers, do some core things, it sounds simple, it is not easy to do. It's hard to bring together the elements of time, location, people, and fleeting windows.
First, the time window is not reproducible. For example, three years ago it was done early, and it was too late to do it three years later. In 2020, the new energy market began to grow explosively, and the industrial chain has accumulated a lot of resources. If it had been done three years ago, there would not be as many resources as it is today.
Second, there must be a group of people who have ideas, cognitions, and methods. The core of the model is to be faster than others, to maintain a half step faster than others, and to constantly innovate and progress.
Third, keep up with the continuous innovation of market changes. It's like Musk said that he never does patent protection, what is needed is for the team to innovate one step faster.
Hu Jun said that the electric house has always been adhering to the goal of doing a bigger, faster and better effect with a relatively small investment. For example, the electric house with little money, few people, and no factory has created a miracle of building, selling, and selling the first car in a year. The YOUNG Lite S400 model is priced at 64,800 yuan, and the YOUNG Lite new L400 model is priced at 69,800 yuan.
Liu Hongwei, chief marketing officer of the electric house, said that the speed of the electric house is comparable to the high-speed rail, the brand was released and pre-sold in August, and the product delivery began in November, and the delivery scale is expected to exceed 1,000 vehicles within the year.
The speed comes from the channel to the road, the model is opposite, which adopts the mode of regional exclusive authorization, and the area authorized by the dealer partner is as small as a prefecture-level city, as large as several prefecture-level cities, and even the exclusive agent can be upgraded. Liu Hongwei believes that only with few partners and authorized large areas can everyone work intensively and invest with peace of mind.
Liu Hongwei, who has rich experience in front-line marketing, believes that the authorized distribution model can reduce vicious competition, and the so-called direct sales or direct sales of the "new retail" model is just beautiful. The first batch of dealers in the electric house are experienced dealers who have sold BAIC, Chery, Euler and other experienced dealers, and there are also traditional dealer groups that hope to transform through the electric house. Therefore, the dealer partners of the current electric house were once the first to sell Chery New Energy, the first to sell BAIC, and the first to sell BYD.
Hu Jun believes that no one understands the local market better than local dealers. Especially in the third and fourth lines, it is even more necessary to dig out the local market resources and look for dealer partners who really understand the market and understand the sales of pure electric models in various places.
The electric house is designed young and fashionable in the storefront of the terminal channel, the maximum area is 200 square meters, the decoration cost is controlled at about 200,000 yuan, and certain subsidies will be given, and the cost burden of the dealer is not heavy. It is these cost advantages that make the channel of electric houses bloom everywhere, covering 95 cities across the country in 4 months, with more than 100 stores at the end of the year. It is expected that by 2022, it will cover 500 stores in 250 cities across the country.
Hu Jun said that when it comes to "electric houses", people will feel that there are many dry goods in this house, there are goods that meet different needs, and there are services that meet different needs. From the perspective of the car itself, whether it is on the C-end, or the B-end, whether it is a person or a thing, there is a mobile travel solution.
Hu Jun said that the electric house brand is for people who like technology, like new things, and like to taste the early. Young, stylish, simple and kind, the "Eight Characters True Scripture" is the brand positioning of electric houses. The first car YOUNG Light Xiaoxin and Crayon Xiaoxin are jointly named to establish a brand attitude of young and fashionable electric house.
2022 will be a big year for electric house brands to fully open the market. More products on the new, the network hair continues to speed up and products to the sea are the three keywords of the electric house in 2022.
In 2022, the electric house plans to launch three pure electric products, complete the product lineage from A00 to A0, and aim to achieve a single month sales of more than 10,000. Following the first model YOUNG, A0-class model will be launched to continue to seize the C-end market with high cost performance. At the same time, a more economical A00-class model will be launched to explore the development of the shared car market horizontally. In the market where taxis and ride-hailing operate, we will launch an MPV model that meets the actual needs and has a high cost performance.
At the same time, overseas markets have also begun to layout, and the first batch of products is expected to be exported next year.
"I don't think it really makes much sense to build a tram out of the old model. Electric houses belong to the era of new forces to build cars 2.0. In the 2.0 era, it is not only about building a car, but also about using different models to do this. Hu Jun said that the electric house that has just started hopes to launch products in the next two years, complete the product layout of the three use scenarios of home, travel and logistics, and lay a good foundation for user operation and more good products.
As an electric house brand of an entrepreneurial new enterprise, it has won the favor of capital with its innovative spirit. Among the 100 million yuan A round of financing completed in 2021, investors include the government of Chongqing Changshou High-tech Zone, CDH Investment, Kaiyu International Group, Andimu Technology, etc.
Hu Jun revealed that the current B round of financing is also in progress.
As an "old comrade" in the automotive industry for 25 years, Hu Jun has been the sales general manager of SAIC-GM-Wuling, and has run Chery Jaguar Land Rover Sales Company, and his new title is the managing director of the electric house. Liu Hongwei, who is like-minded with Hu Jun, has served as deputy general manager of sales of Chery, deputy general manager of Huge Group, general manager of sales of Kaiyi Automobile, and Liu Hongwei's new title is chief marketing officer of electric house.
Hu Jun and Liu Hongwei have both spent more than 20 years in the automotive industry. They hope to integrate past experience and accumulation to create something new. There is no shortage of a car in this industry, nor a product, what is missing is a new model.
Electric House is committed to the innovative DOCK model of the CPU in the new energy travel industry, with new practices, new ideas and accurate vision. They focus on the demand side, integrate resources, asset-light innovation model, all of which provide a new development path for the development of China's new energy market.