On January 5, 2022, the first 2022 Intelligent New Energy Vehicle Marketing Summit hosted by 58 Automobile was held in Haikou. This summit closely combines market trends, with the theme of "New Ecology, Wisdom and Change of Future", focusing on the new wind direction and new opportunities in the new energy vehicle marketing market.
New ecology, wisdom and change of the future
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, general manager of 58 Automobile, said in a speech with the theme of "New Ecology, Wisdom and Change of Future" that the automotive industry is rapidly moving towards the era of intelligence under the policy-driven and capital support, the equipment rate of intelligent cars will reach 80% in 2025, and every car in 2030 will be a smart car, and the development potential of smart cars is very huge. As consumers' willingness to buy new energy models increases year by year, the passenger car market is rapidly switching from an incremental market dominated by first purchases to a stock market dominated by increased purchases.
The rapid iteration of new energy vehicle technology and the rise of total production and sales have prompted consumers to pay more attention to the retention rate of new energy vehicles, which in turn has further promoted the improvement of consumers' purchasing power of new energy vehicles and the growth of replacement demand. The retention rate of new energy vehicles has gradually become an important factor affecting consumers' purchase decisions, and data show that nearly 70% of pure electric vehicle owners hope that the retention rate of new energy vehicles after five years of purchase can be maintained at 30%-50% of the original price of new cars.
At the event site, Cui Dongshu, secretary general of the National Passenger Vehicle Market Information Association, elaborated on the performance of China's new energy vehicle market in the past 2021 with the theme of "Analysis of New Energy Vehicle Penetration Rate". Under the influence of the fluctuations of the epidemic, new energy vehicles have maintained a relatively good trend in areas with epidemics, and the exchange of purchases has increased significantly, the trend of new energy vehicles in China has shown explosive growth, and the mini car market has shrunk to a certain extent. In 2021, China's new energy passenger car production will reach 3.2 million, the new energy subsidy policy exceeds expectations, the pure electric vehicle passenger car subsidy is an important factor in the pain, the product breakthrough of the plug-in and hybrid model, the mileage of pure electric vehicles returns to rationality, and the export of new energy passenger cars has become a new growth point.
Yuan Chengyin, general manager of the National New Energy Vehicle Technology Innovation Center, pointed out in the "Analysis of the Development Trend of New Energy Vehicle Technology" that China's automobile manufacturing industry is currently facing three major challenges: first, the technological advantages of international advanced automobile enterprises are expanding, second, the automobile industry environment is cold, and third, the negative impact of the sudden epidemic. When talking about the changes in the new energy automobile industry and the development trend of technology, he said that the core value of the future automobile industry will no longer be the engine, body, chassis, but the battery, chip, operating system, data, and the car will become a software-defined intelligent mobile terminal.
Regarding the development trend of intelligent vehicles, Xu Changming, deputy director of the State Information Center, said in the keynote speech of "Intelligence becomes a new selling point of automobiles" that at this stage, car buyers have changed significantly, and the proportion of post-95s is increasing. In the growth environment of technological explosion and relative material wealth, 95 is more inclined to choose the consumption mode of loan to buy a car, and the intelligence of the vehicle has a great impact on the car purchase decision of 95.
Build a new energy vehicle replacement system and strive to create intelligence
For how to build a new energy vehicle replacement ecosystem, the guests of new energy intelligent vehicle manufacturers participating in the forum also expressed their views.
Ma Lin, senior director of corporate communications at NIO, said that NIO considers the overall business model not only considering new cars, but also considering the next fifteen years, and must consider how to improve product value in the whole life cycle. In addition, WEILAI is also working hard to make the products problem-free in the next ten years, providing users with intelligent upgrades and building their own used car system to promote the retention rate to run at a high level and ensure that WEILAI has enough competitiveness in used cars and replacement.
Wang Weiwei, CMO of the CNC brand of Great Wall Motor Co., Ltd., said that new energy vehicle brands are indeed facing opportunities and challenges, and the overall target customer group of Euler is more purchased, and the family purchase is more. Euler's opportunity lies in the user's recognition of quality and support for Chinese brands, while the challenge lies in whether it can seize the replacement needs of high-end fuel model users.
In terms of the impact of intelligence on new energy vehicles, Liu Hongwei, chief sales officer of the electric house, said that the premise of intelligence is to first ensure the reliable quality of the car itself, ensure the use of basic configuration functions, and assist moderate intelligent networking under the premise of doing a good job in the new energy vehicle itself.
Shen Peng, deputy general manager of BAIC Marketing Company, believes that the most core source of intelligent definition is actually to define the target user before defining the right crowd and defining the product, which needs to be combined with user needs and its own advantages to develop.
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.
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