I thought that after experiencing the epidemic in 2020, the car market in 2021 would improve, but I did not think that the repeated epidemic and the shortage of chips have once again cast a shadow on the domestic car market. At the same time, a series of problems such as the slowdown in production caused by the rise in raw material prices, the delay in delivery, the narrowing of terminal preferences, and the reduction of vehicle allocation have brought a non-negligible impact on the automobile market.
It is true that today's car market has long been less comfortable than it was during the high-speed growth period a few years ago, but even if the general environment is unfavorable, there are still some car companies that go against the trend and stabilize the inherent market base at the same time, but also hand over a beautiful answer sheet at the end of the year. BYD is one of them.
In the past 2021, BYD sold a total of 97,990 new cars in December, up 77.9% year-on-year; in 2021, it sold 730093 new cars, an increase of 75.4% year-on-year, of which 593745 new energy vehicles were sold, an increase of 231.6%. Such achievements not only outperformed the large market, but also boosted the development of the domestic new energy market.
So, behind BYD's sales, what is it?
Technology: Lock new energy, main push blade battery
Five years ago, if you asked me what would come to my mind when I mentioned BYD, my answer was "new energy"; if you asked me the same question today, my answer would still be "new energy". In fact, as the earliest domestic car company involved in new energy technology, BYD is more advanced than other car companies in new energy, especially in power batteries and three-electric systems, and its technical reserves are more abundant.
As more and more Chinese car companies have successively launched new energy, BYD has also begun to enter the 2.0 era. The most core competitiveness of car companies must be technology, so BYD has comprehensively strengthened the power battery and drive system on the basis of existing technology.
The first is the blade battery, as BYD's most core technology in the field of new energy, the blade battery can be regarded as a high-order form of lithium iron phosphate battery, its emergence, not only from the structure to eliminate the traditional ternary battery in the actual use of the existing part of the shortcomings, but also in the endurance, fast charging, life, safety and other dimensions, has made further breakthroughs.
In addition, from the market level, thanks to the advent of blade batteries, the monthly output of domestic lithium iron phosphate batteries has exceeded ternary batteries for the first time in the past 3 years, which can be described as successfully reversing the problem of the previous single product structure of power batteries, and pulling lithium iron phosphate back to the mainstream from the previous trough. Such a change, BYD can be said to be indispensable.
Secondly, it is also another major breakthrough of BYD in 2021 - the hybrid system. Once upon a time, the hybrid system was always the world of Japanese cars, although the independent brands are constantly seeking breakthroughs, but the implementation of the final product level performance is still not satisfactory. The arrival of BYD's DM-i super hybrid technology can be said to solve the problem of "incomplete mixing" from the source.
DM-i super hybrid technology is BYD's new plug-in hybrid system, through the composition of high thermal efficiency engine, motor, electronic control, power battery, etc., has a more mature and efficient hybrid performance, the overall focus is on electricity,supplemented by the hybrid concept of engine. We take the Qin PLUS DM-i, it has an infinite approach to the tram driving experience, while the maximum cruising range of 1245 kilometers, even in the feed state, 100 kilometers of fuel consumption can be as low as 3.8L, and Toyota, Honda plug-in hybrids are not high or low.
The former BYD hybrid car is regarded as a "full electric dragon, feeding insects", and the arrival of DM-i super hybrid technology has not only changed consumers' cognition of BYD hybrid technology, but also single-handedly enabled China's hybrid to compete with foreign brands.
Layout: Pure electric, hybrid dual drive, to solve the pain points of the car
The real "xueba" will never be partial, and BYD, as the "xueba" in its own brand, is also well aware of this truth. It is undeniable that new energy has become the mainstream trend of the current automobile market, and no car company can deny the arrival of this era, so its own brands are almost all advancing towards the field of pure electricity.
However, this cannot really solve the pain points of Chinese people's cars. First of all, although electric vehicles have inherent advantages in terms of driving texture, travel convenience, and car cost, the domestic complex road conditions and the lag of supplementary infrastructure have led to electric vehicles not being suitable for all families; secondly, for most family consumer groups and online car practitioners, the coverage rate of plug-in hybrid models will be higher than that of traditional fuel vehicles and electric vehicles, so in a sense, multi-route development is a big factory, or a mature car company will focus on the place.
At present, BYD's models basically present a power division based on plug-in hybrid, pure electricity, and traditional fuel as a supplement, such as the Dynasty series of Han, Qin PLUS, Tang, Song PLUS and other best-selling models have two or more power types, which can meet the needs of consumers in different regions for cars.
The Ocean series uses pure electric drive to further enhance BYD's influence in the young consumer market and strengthen the brand's matrix concept.
In fact, whether it is BYD's DM-i model or EV model, the meaning of their existence is to find a travel option more suitable for Chinese people under the dual challenges of global energy conservation and emission reduction and double integral pressure. The advantage of DM-i hybrid model is fuel economy, while ensuring the experience of electric vehicles to the greatest extent, fuel consumption is minimized and the commuting convenience of most regions is met; while EV models are to meet the choice of fully entering the electrification era in the future, BYD's EV models have the advantages of long mileage, low power consumption of 100 kilometers, mature and stable technology, and high safety.
It is not difficult to see that TOD today has presented a situation of hybrid and pure electric dual drive, and with the continuous growth of its product sales, it will further highlight BYD's brand strategy of "less oil" and "no oil".
Products: A variety of "explosive order" products are on the battlefield
There was such a paragraph on the Internet, before there was no money to buy BYD, now there is money can not buy BYD. The implication is not that BYD is expensive today, but that BYD's products are too hot and have to queue up to buy a car. In recent years, thanks to the comprehensive improvement of product quality, core technology and appearance design, BYD has become more and more popular with domestic consumers, which is enough to explain everything from the annual sales data of more than 730,000 vehicles last year. Specific to the product, BYD shows a full-fledged posture.
In the field of cars, the BYD Han series, which focuses on the medium and large car market, has been in short supply since its birth, with sales exceeding 10,000 for many consecutive months, ranking first in the medium and large new energy cars, and is also the only independent brand car in China that can compete with BBA in the medium and large car market.
Different from the high-end market that Han mainly attacks, Qin PLUS is a compact car for the mainstream market of 100,000-150,000, which has a young and fashionable appearance, rich scientific and technological configuration and advanced DM-i hybrid system, with a fuel economy comparable to that of Japanese hybrid vehicles, while the power performance is at the same level of the same level, coupled with almost the same price as traditional fuel vehicles, it is difficult to think of fire.
In the field of SUVs, tang, a medium-sized SUV that was launched earlier, not only did not appear "tired", but also firmly controlled its own market base, and its mature and reliable product strength and excellent practical performance have also become one of the reasons why many home users choose it. In addition, Song PLUS, which is located in the compact SUV market, has harvested a large number of young users with its dynamic design, high-quality interior, and efficient and powerful power system.
Obviously, every model from BYD's "Dynasty" series can be called a boutique, and it is only a matter of time before it hits. With the "Dynasty" series as the cornerstone of sales and reputation, but also make the development of the Ocean series more relaxed, the Ocean series is BYD's exclusive new energy system, its first model Dolphin positioning is an A0-class car.
Dolphin is a good interpretation of the concept of boutique cars, excellent product power, but also for the dolphin to win stronger market recognition, after the launch of new cars sales climbed steadily, December is more than 10,000, can be called the "dark horse" in small cars.
It can be seen that the success of BYD's sales does not depend on one or two models, but on the combination of multiple "explosive" products.
Write at the end:
Only by going against the trend can we make a lot of progress. For BYD, the success of 2021 is a thing of the past, and facing 2022, which is full of variables and unknowns, is a challenge and an opportunity. Can BYD once again grasp the market vane in the new year and firmly hold the position of "new energy"? Can you still maintain the right to speak in the face of increasingly fierce competition? We'll see.