Author | Jia Weizhong
Source | Car selection network
The growth of new energy vehicles in 2021 exceeded expectations, and the industry is more looking forward to 2022. Although the proportion of personal consumption has increased, state subsidies have declined, and market competition has intensified... Where are companies going to make efforts this year?
During the 2022 (fourth) Haikou International New Energy and Intelligent Connected Automobile Exhibition, at the forum organized by the organizing committee and the media, experts and media put forward some keywords, which may help enterprises to explore the market trend this year.
Gratifying vs Quit
"Gratifying" and "withdrawn" were the key words in the speech at the opening ceremony of the auto show, and Wang Xia, president of the Automotive Industry Branch of the China Council for the Promotion of International Trade and president of the China Chamber of International Commerce in the Automotive Industry, spoke.
Wang Xia, President of the Automotive Industry Branch of the China Council for the Promotion of International Trade and President of the China Chamber of International Commerce in the Automotive Industry
The development situation of intelligent electrification of automobiles in China is gratifying. Wang Xia said: "In the field of new energy, the world's new energy head car companies first broke the market value of trillion US dollars, the head battery companies broke through the market value of trillion yuan, the sales of new energy vehicles of a single car company approached the scale of one million vehicles, china's new energy vehicle sales exceeded 3 million for the first time, an increase of up to 170%, private users accounted for more than 80%, and the market share exceeded 10% for the first time." In terms of intelligent networking, the market penetration rate of L2 passenger cars in China has reached 20%, with more than 5 million vehicles equipped with 5G and LTE-V2X and other networked terminals, more than 5,000 kilometers of open road test mileage nationwide, and more than 10 million kilometers of safe road testing. The above series of gratifying figures shows that China's new energy and intelligent networked vehicles have gone through the initial stage of development and are fully entering a new stage of development of higher quality. ”
Behind the gratifying macro situation, in Wang Xia's view, the real competition has just begun. He pointed out: "On the one hand, the subsidy for new energy vehicles will be reduced by another 30%, and the minimum subsidy for each vehicle is less than 5,000 yuan, and the maximum is only more than 12,000 yuan, and there will be no subsidies from 2023 onwards." On the other hand, the traditional car giants began to invest huge amounts of money in new energy vehicles, and the larger Internet and technology company giants began to enter the car, and the next competition will only become more intense. Brands that have grown up on subsidies and are less competitive will accelerate their exit. If you want to continue to lead the market, you can only innovate in technology and work the underlying technology and original innovation. ”
The words "gratifying" and "exit" fully show that although intelligent electrification is the trend of the times, the knockout race in this field is more intense than that of traditional cars, and only enterprises with real innovation capabilities can stand firm. Therefore, Wang Xia proposed: "Scientific and technological innovation is always the core of new energy intelligent vehicles, and only scientific and technological innovation is the eternal outlet." ”
See more vs less decisions
Macro, the growth rate of new energy vehicles in 2021 is far ahead of the passenger car market. However, at the 2022 New Energy Trend Forum, the keywords of "seeing more" and "making fewer decisions" reflect the mentality of consumers buying new energy vehicles.
In the past three years, consumers' attention to new energy vehicles has increased significantly. Wan Chunjie, assistant president of e-car, said: "Judging from the attention data of e-car's background, consumers' attention to new energy vehicles in 2019, 2020 and 2021 showed a step-by-step growth. In 2019, 28 of the 100 consumers who paid attention to fuel vehicles paid attention to new energy vehicles; in 2020, this proportion increased to 35%; in 2021, the proportion increased to 45%. Therefore, most of the users of new energy vehicles come from the continuous penetration of traditional fuel vehicles. ”
In stark contrast to the significant increase in attention, the proportion of consumers who actually buy new energy vehicles has increased relatively slowly. Wan Chunjie pointed out: "From the offline clues, the coincidence of the clue data in the fuel vehicle and the new energy garage is 1.7%, 3.95 and 9.0% in 2019, 2020 and 2022, respectively. Although from the multiple, from the absolute increment point of view, the new energy vehicle consumers increased greatly. However, compared with 45% of the attention and 9.0% of the actual volume, there is still a certain gap between the two. This gap shows that most users are still in the understanding stage of new energy vehicles. ”
Obviously, the two sets of data of "attention" and "decision-making" of new energy vehicles are in stark contrast, which can be summarized in the words of Wan Chunjie: "see more, make fewer decisions", which shows that at the level of actual consumption, most consumers' trust in new energy vehicles needs to be further enhanced.
Deliver VS Interaction
How can new energy vehicle manufacturers bring products closer to consumers? "Change the one-way transmission of information into two-way interaction." This is an important point of view put forward by the guests at the Sina Auto New Energy White Paper Forum.
The reason why the marketing of new energy vehicles must be transformed is that user attributes and marketing environment have changed. Chang Yan, founder of "Super Charging Station", believes that "some new energy vehicle users have better educational backgrounds, they are more sensitive to professional information, they are more willing to seek answers on social media, in fact, they have distrusted the information of traditional channels." And compared with traditional cars, most consumers lack long-term value recognition for new energy vehicles, many emerging brands. ”
In this regard, Chang Yan put forward three suggestions for the right medicine: "First, it is recommended that the manufacturer's communication department continuously improve its professionalism, so as to make consumers more convinced. Second, it is recommended that manufacturers use social media to give content feedback to the diverse and detailed needs of users. Third, unlike the purchase of fuel vehicles to see the brand and configuration, consumers who choose new energy vehicles pay more attention to the recognition of values or a certain lifestyle. Therefore, it is recommended that manufacturers continue to spread their value propositions and lifestyles, and ultimately let consumers rise to the level of brand spiritual cognition. ”
The problem is found, the suggestion is also put forward, does the OEM accept it? Wen Fei, CEO of Sharon Zhixing, expressed his views from three aspects: product positioning, user positioning and media positioning.
He pointed out: "The idea of the Salon brand cutting into the field of mecha technology is that instead of only accounting for 10% of the share in the large-scale market of 90% capacity, it is far better to achieve a 90% share of the value in the 10% segment." So we have to find people who share the same values as the salon brand, they may come from the IT circle, the financial investment circle, the cultural and creative circle. In the past, OEMs were apprehensive about speaking out on open social platforms. In the era of intelligent electric vehicles, it is necessary to change, listen to the voice of users, and let users participate in brand co-creation. Therefore, in terms of social media choices, we have circled Weibo, WeChat, Douyin, b-station, Zhihu, and Xiaohongshu, and used these six social platforms as effective tools to establish connections with users. ”
Overall, although the sales of new energy vehicles will grow rapidly in 2021, and the market share has exceeded 10%, this part of the consumer still belongs to the "early adopter" group. At the same time, whether it is a traditional main engine factory involved in the field of new energy, or a car-making "new force" selling more than 10,000 vehicles a month, it is essentially still in the run-in period of products and users.
In 2022, the industry is expected to sell 5 million new energy vehicles, or 6 million, the essence of which is that new energy vehicles will enter a new stage of higher quality development. As Wang Xia said: "The tipping point at this stage is to make new energy vehicles absolutely better than fuel vehicles in terms of performance and cost through innovative technology." ”
At the beginning of 2022, the (fourth) Haikou New Energy and Intelligent Connected Vehicle Exhibition opened, and this year's car marketing drama also kicked off, and "Car Selection Network" sorted out the above keywords, hoping to help related corporate decisions.
(Image source: Internet)