Recently, CCTV Finance and Economics selected "6 things that Chinese willing to spend money in 2021", and it is interesting that new energy vehicles have become the most willing things for Chinese people to spend money in 2021!
According to the data given by the Association of Automobile Manufacturers, the retail sales of new energy vehicles from January to November were 2.514 million units, an increase of 178.3% year-on-year, which is in stark contrast to the sales of traditional fuel vehicles, which can confirm that new energy vehicles are gradually being accepted by consumers.
Of course, a large reason for this grand situation is that the strong support of the policy and the charging facilities have begun to be gradually improved, but in fact, more critically, the new energy models in the sinking market have received attention, the low-end new energy vehicle models have become more abundant, and the threshold for entry has become lower and lower.
For example, Wuling Motors, the representative of the sinking market, as of December 31, 2021, the cumulative sales of GSEV series models such as Wuling Hongguang MINIEV, Wuling NanoEV, and KiWi EV have exceeded 750,000 units. According to statistics, almost every two small new energy vehicles sold in China, one is a GSEV series model, which is very exaggerated.
The representative of the midstream market, BYD Automobile, new energy passenger cars sold a total of 593,745 units throughout the year, an increase of 231.6% year-on-year, and it is a record high in the sales of new energy vehicles.
Although the level of the guiding price is the key to affecting sales, in fact, the high-end new energy market is also making efforts, taking the sales volume of the three new forces of "Wei Xiaoli" in China.
NIO delivered 91,429 new vehicles in 2021, an increase of 109.1% year-on-year;
Ideal Auto delivered 90,491 new vehicles in 2021, an increase of 177.4% over 2020;
Xiaopeng Automobile delivered 98,155 new vehicles in 2021, which is 3.6 times the delivery volume in 2020.
Through the above data, it can be understood that the three new forces each have different degrees of growth trends, and even some car companies have delivered as much as three times year-on-year. It is not difficult to see that the current domestic new energy vehicles are in the heyday, which can be said to be a multi-faceted state of blossoming.
According to the data given by the Association, in November, the penetration rate of independent brand new energy vehicles reached 37.4%, of which the penetration rate of luxury new energy vehicles was as high as 19.4%, while the penetration rate of mainstream joint venture new energy vehicles was only 3.6%.
Through the above data, it can be seen that domestic consumers are very recognized by independent brand high-end new energy vehicles, while mainstream joint venture new energy models are ignored. Previously, Lei Xin, CBO of Lantu Automobile, also revealed that 81% of the people who bought Lantu Automobile came from the increase and replacement of luxury brands, of which 61% were BBA users.
You know, the domestic high-end new energy vehicles are generally not low price, the price of about 300,000 yuan of models is innumerable, according to the previous budget specifications of about 300,000 yuan, basically blindly choose BBA and other luxury brands, but now why will there be this 180 degree reversal?
Presumably, everyone has found a phenomenon, such as the three new forces of "Wei Xiaoli", and there is a common point between the three - the direct operation system. Different from the traditional 4S store authorized sales model, the direct sales system is that the enterprise directly faces the consumer!
The opinions put forward by consumers or the problems encountered can get the most timely, accurate and effective feedback, can more intuitively understand the real needs of users, and can get the most effective market information so that the products launched in the future have a clearer direction and some OTA online optimization in the later stage.
Second, the guiding price can be sufficiently uniform and transparent. Consumers can obtain the most authentic price information from it, eliminating the previous confrontation process with sales wits and courage, and also eliminating malicious price increases.
Of course, what is more important is that the product itself has a big enough prominence to do what you have, I have, you don't, and I still have a situation!
For example, Gaohe Automobile's HiPhi X, although people outside the world are very skeptical of it, saying that it is a ruthless technology configuration machine. It is also true that the design of the two-door door + gull wing door, the technological cockpit, and the LED headlights that can display text information are very gorgeous.
Although there is indeed a certain amount of showmanship in it, instead of going with the flow, it is better to be the most maverick car in the car group to meet the needs of consumers' psychological pursuit of personality.
The ideal one of the ideal car has the scientific and technological configuration that the new forces should have, such as automatic driving, multi-screen interaction, emotional voice interaction and other functions, which is actually the "basic configuration" that most new forces should have.
But in addition, the most important thing is that it is equipped with a range extender hybrid system, which relieves consumers of anxiety about endurance, after all, most of the new forces are taking the route of pure electric at the moment, so this will become an advantage for it to open up the gap with other new forces.
Although Weilai Automobile is a pure electric vehicle, it solves the problem in a simpler and rougher way - to build its own replacement power station, and more exaggerated is that it also has a "charging car power-up service" to solve the problem of consumer endurance anxiety.
In fact, it can be found from this that Weilai is a user-centered enterprise, and service is the biggest selling point of Weilai. Some users even said that Weilai's service is comparable to Haidilao and will not make you feel embarrassed, perhaps in the eyes of others it just bought a car, but in the eyes of Weilai users, it is to buy an admission ticket to enter the Weilai community
In summary, it can be seen how the domestic new energy market is how rolled, if it can not have outstanding advantages in the pile, it is difficult to get consumer attention, in order to kill a blood road in the pile, it is necessary to have its own competitive advantage, but also thanks to this "good" inner volume atmosphere, so that the independent new force brand presents a hundred flowers blooming situation, which is the current traditional car brand is temporarily difficult to reach.
However, in the next few years, independent new forces will face a more severe test, in recent years, joint venture car companies have also begun to lay out the field of new energy, even the traditional luxury brands (BBA) have begun to exert force, Mercedes-Benz EQ series, BMW's BMW i series, Audi's e-tron series and so on.
The signal that the new energy models that the veteran car companies have begun to lay out is warning us, and there are not many opportunities for us to overtake in the corners!
It is true that the independent new forces in the field of new energy are more advanced than the old car companies in some aspects, to some extent, there is a certain first-mover advantage, on intelligence, on science and technology, on the configuration is indeed stronger than a star and a half, but there are also more or less problems, slightly immature.
Although the old car companies laid out new energy late, perhaps because of the conservative reasons to ensure stability, they chose to slow down the pace. But it is precisely this steady style of play that makes people feel flustered. Because a product can stand the scrutiny of time, it can be called a classic. Who knows whether the veteran car companies that have always been steady and steady will release a big move at a certain time node and play a catch-up?
It can be seen from this that the high-end electric vehicle market will definitely usher in a scuffle in 2022! If you want to gain a foothold in this melee, you must have your own core competitiveness, and at the same time, you must ensure that the technology can withstand the scrutiny of time!