On January 5, the first intelligent new energy vehicle marketing summit of 2022 hosted by 58 Auto, a new car business under 58.com, was held in Haikou. This summit closely combines market trends, with the theme of "New Ecological Wisdom and Changing the Future", focusing on the new wind direction and new opportunities in the new energy vehicle marketing market.
Wang Xia, President of the Automotive Industry Branch of the China Council for the Promotion of International Trade, President of the Automotive Industry Chamber of Commerce of the China Chamber of International Commerce, Chai Zhanxiang, Assistant President of the Automotive Industry Branch of the China Council for the Promotion of International Trade, Sun Yong, President of the Zhongde Nuohao Automobile Education Research Institute, Cui Dongshu, Secretary General of the National Passenger Car Market Information Association, Yuan Chengyin, General Manager of the National New Energy Vehicle Technology Innovation Center, Xu Changming, Deputy Director of the State Information Center, Lin Dong, General Manager of 58 Automobile, and other industry leaders were invited to attend the meeting to conduct in-depth interpretation of the new energy consumption trend in the stock market.
Lin Dong delivered a keynote speech on "New Ecology, Wisdom and Change the Future" at the event site, he pointed out that under the policy-driven and capital-assisted bonus, the automobile industry will fully move towards the era of electrification and intelligence, and consumers' willingness to buy new energy models will increase year by year. In Lin Dong's view, breaking the inherent cognition of users, playing with brand value marketing, and establishing and improving the channel network will become the key for new energy vehicles to break through from the stock market.
In addition, the event site also unveiled the winner list of the first China Intelligent Vehicle Replacement User Attention Chart in 2022 and awarded the awards, providing car companies with more decision-making ideas and giving consumers an intuitive, accurate and practical car purchase reference.
Intelligence has become the main theme of the development of new energy vehicles
Affected by factors such as chip shortage and force majeure of the new crown epidemic, the domestic automobile market environment in 2021 is complex and changeable, and the sales volume of the passenger car market continues to decline. On the contrary, new energy vehicle products emerge in an endless stream, sales rise against the trend, and gradually become a new growth point of automobile consumption, and grasping the development and replacement trend of new energy vehicles has become an unavoidable topic for car companies.
At the event site, Cui Dongshu explained the trend of the domestic automobile market and the judgment of the domestic automobile market in 2022 with the theme of "Analysis of the Penetration Rate of New Energy Vehicles". Cui Dongshu believes that in 2021, the trend of new energy and traditional vehicles will diverge, new energy vehicles will still maintain a high trend under the influence of the epidemic, the proportion of exchange will increase significantly, and independent brands and new car-making forces will become the highlights of the car market. In his view, in 2022, the number of new energy passenger cars will reach 5.5 million, an increase of 70% year-on-year, and the increase in replacement will become the main force of the automobile market.
Yuan Chengyin introduced the development of new energy vehicle technology from multiple dimensions, he pointed out in the keynote speech of "Analysis of the Development Trend of New Energy Vehicle Technology" that electrification, intelligence, networking, and sharing are the only way for the sustainable development of China's automotive industry, and the core values of the future automotive industry will shift to batteries, chips, operating systems, and data, and cars will become software-defined intelligent mobile terminals to create a more interconnected, personalized and immersive car experience for users.
The advent of the intelligent era has not only accelerated the development of new energy vehicles, but also brought new opportunities and challenges. In the keynote speech of "Intelligence becomes the new selling point of automobiles", Xu Changming expressed his views on the development trend of intelligent vehicles. "As a new generation of people become the main force of automobile consumption, their acceptance of automation and intelligence is higher, and intelligence will also become one of the core competitiveness of automotive products." Xu Changming said.
Diversified services help car companies break through the stock market
The domestic new energy vehicle market has gradually entered a new golden opportunity period for development, how to meet the needs of the new energy vehicle exchange crowd, how to build an efficient marketing ecology is also a problem facing many car companies. Lin Dong said that from the perspective of user consumption behavior, new energy models have become the key option for consumers to increase their purchases, compared with fuel vehicles, the replacement cycle of new energy vehicles is shorter, and more than half of users buy new cars within 5 years. In addition, with the iteration of new energy vehicle technology and the growth of replacement demand, consumers' attention to the retention rate of new energy vehicles has increased.
Talking about how new energy and intelligent vehicles break through the siege under the stock market, Lin Dong believes that it is necessary to think from three aspects, including how to break the inherent cognition of users to seize the opportunity for brand development, how to play with brand value marketing to achieve accurate breaking of the circle layer, and how to establish and improve the channel network to help terminal sales conversion. According to Lin Dong, relying on the rich life scenes of the platform, 58.com deeply integrates platform resources such as 58 Auto, 58.com Recruitment, Anjuke, 58 Home, RenrenChe, Uxinpai, etc., listens to the voices of users, explores the new direction of car life services, reaches specific groups of people through scene layout, cross-border marketing, channel closure, etc., and cooperates with Tencent Advertising, Alibaba Cloud, etc. to create an integrated marketing service platform integrating "strategy + creativity + channels" to provide one-stop marketing services. Empower automotive brands to full-link value marketing.
At the event site, 58 Auto also announced the winners of the first China Intelligent Vehicle Replacement User Attention Chart in 2022. Among them, BYD, Tesla, SAIC-GM-Wuling, GAC E-An, Euler, Weilai, Xiaopeng, Changan New Energy, Nezha Automobile, and Ideal Automobile have received the top ten brands with the attention of replacement, providing reference for the decision-making of the automotive industry. In the future, 58.com will continue to bring real clue value to customers, provide necessary data support for users' replacement car purchase decisions, and help optimize and upgrade the new energy vehicle marketing market.