Automobile production and sales increased steadily in 2021, ending three consecutive years of decline since 2018. For the development of China's auto market in 2022, the entire industry is generally optimistic about sales. The main driving force is the rapid development of the new energy vehicle market. Some experts predict that the sales volume of the new energy vehicle market is expected to exceed 5 million units in 2022, and the penetration rate may reach about 25%.
Previously, the long lens had taken stock of the "2025 Strategic Planning Goals" released by major domestic leaders in recent years. Even if the current new energy vehicles are developing rapidly, compared with the goals set by major car companies, the current industry inference is still conservative. Obviously, assuming that these car companies have achieved the set goals, the traditional thinking can no longer be carried. In addition to a new survival of the fittest, in the next few years, China's auto industry must have a new concept, model to quickly "stand" to the forefront, at the same time, the car will also be redefined, in order to carry more new needs.
Nowadays, the concept of "new cars" is getting more and more attention and has gradually become the center of the automotive industry. January 15. The annual gala of Huanqiu Automobile held in the Yangcheng Lake service area is based on the theme of "Carrying the New Car to the End", and the Gaohe Hiphi X, which finally won the Annual Car Award, and the new EQS and ZEEKR 001 that entered the final round of competition all reflect the "new" side.
The concept of "new car" was first proposed by Wu Yingqiu, chairman and CEO of Huanqiu Automobile Group. At the annual ceremony of Huanqiu Automobile, Wu Yingqiu once again shared his understanding of "new cars", he believes that the "new" of new cars lies in new concepts, new methods, new logic and new systems. Its novelty lies in the fact that no one has yet fully defined the car and formed the law. He believes that the cause of the new car is a new cause that all auto people need to "start from the new" at present, this cause is not the cause of the "late entrants" as some people say, it is also the business of the "old cars" who have been deeply involved in the automotive industry for decades, or even a hundred years, which is the goal and direction of everyone's joint efforts. And the new car also needs to be created together.
Wu Yingqiu believes that "2022 is the first year of the new car 2.0 era, and it is also the new year that the new car is 'brushing' again." On the one hand, we need to continue to explore, on the other hand, we need to summarize. The new automobile 2.0 era must have representative enterprises, people, technical routes, and products. The development of new cars must be a process of constant innovation. ”
Indeed, all components of the automotive industry chain are actively changing around the "new car". The "Expressway New Energy Vehicle Super Experience Center - Yangcheng Lake Service Area Project" released at the Huanqiu Annual Ceremony can be seen as a new attempt. A total of 10 brands, including Extreme Kr Automobile, Gaohe Automobile, Zero-run Automobile, Geometric Automobile, Electric House, Nezha Automobile, Chery New Energy, Roewe Automobile, Jihu Automobile and Feifan Automobile, will join hands with Yangcheng Lake Super Commercial Body to carry out a new marketing model based on new energy vehicles based on new energy vehicles, including display, experience, sales, energy replenishment, testing and other matching functions, starting from the highway new energy vehicle super experience center. It can be said that the expressway new energy vehicle super experience center provides a new marketing channel for new energy vehicle OEMs, which is also an important performance of the transition from the traditional sales chain system to the value chain system in terms of marketing of new automobile enterprises.
Many industry insiders affirmed the new car marketing model. Fu Bingfeng, executive vice president and secretary general of the China Association of Automobile Manufacturers and chairman of the World Automobile Organization (OICA), believes that in 2022, under the promotion of electrification, networking and intelligent technology changes, the vitality of Chinese car companies will be significantly enhanced, and market consumer demand will show an upgrading trend. Fu Bingfeng hopes that this new marketing model of Yangcheng Lake can play a greater role in the new marketing reform of China's automobile.
Shen Jinjun, president of the China Automobile Dealers Association, said in an interview with Huanqiu Automobile that the automobile circulation industry is full of confidence in the development of the automobile market in the new year. At present, the supply and demand relationship in the market has reversed, the sales model of traditional automobiles is undergoing unprecedented changes, and the channel exploration represented by sales models such as direct operation and agency is in the ascendant. He believes that the highway new energy vehicle super experience center is a good attempt.
Yin Tongyue, Secretary of the Party Committee and Chairman of Chery Holding Group Co., Ltd., attended the annual ceremony of Huanqiu Automobile and won the "Person of the Year" award. He said: "China's automotive industry has entered the 2.0 era, that is, the era of software-defined cars, and at present, 'innovation' has become a topic of common pursuit. The annual grand ceremony of Huanqiu Automobile leaving Beijing for Yangcheng Lake is to combine the automobile industry and transportation, and this integration, this intersection, and this synergy is the biggest innovation in the automotive industry and a new model for defining the future of the car. ”
Qianlianghui is an organization that brings together China's auto marketing elites, including the marketing and public relations leaders of major car companies, and has more than 260 members in the past 8 years. Yu Jingmin, chairman of the new Qianlianghui, is currently the executive deputy general manager of sales and marketing of SAIC Volkswagen and the general manager of Shanghai SAIC Volkswagen Sales Co., Ltd. As a senior marketer, he said that he should take the lead in changing his thinking and doing "new" marketing. Yu Jingmin personally experienced the scene of the Huanqiu Automobile Festival and witnessed the birth of the new marketing model of "Expressway New Energy Vehicle Super Experience Center", he said that the Expressway New Energy Vehicle Super Experience Center is a kind of "new" marketing innovation, which provides a reference sample for the marketing of new cars. During the grand ceremony, many senior executives of car companies who participated in the annual meeting of Qianlianghui held at the same time also expressed their recognition and expectations for this new thing.
The new marketing model of "Expressway New Energy Vehicle Super Experience Center" has also been highly recognized by the industry media. Some media believe that this new marketing model has contributed a new thinking to the new era of 2.0 revolution of new cars.
As consumer demand changes and automotive product forms evolve, the marketing model of the automotive industry is bound to change, albeit challenging. The opportunities of the times will always be open to enterprises that dare to innovate. These attempts from point to point will also bring a broader space for the "new car".