Many people should remember the logo of the new car-making forces circulating on the Internet a few years ago, and now there are very few survivors. At that time, when people mentioned the new forces of car-making, it was inevitable that "PPT car-making" would be their label, and some people would participate in the grand event, and some people would abandon it. No one would have thought that after just a few years, the total annual sales of several major new car-making forces had reached nearly one million.
If you want to be a big tree, don't argue with the grass; the general has a sword, and does not cut grass flies. With the intensification of the great differentiation of new car-making forces, the "leading big brother" of that year has quietly become the leader of the era in the new energy automobile industry. The emergence of new car-making forces is not only an inevitable product of the development of the automobile industry under the background of great changes, but also promotes the great transformation of the entire industrial pattern, kinetic energy and way of thinking in its own way.
Competition intensifies, and new forces survive in the double heaven of ice and fire
According to data released by the China Automobile Association on January 10, the production and sales of new energy vehicles in mainland China in 2021 reached 3.545 million units and 3.521 million units, respectively, an increase of 1.6 times year-on-year, and the market share reached 13.4%, 8 percentage points higher than in 2020. New energy vehicles have a great trend of comprehensive takeover of the traditional fuel vehicle market.
The data shows that in 2021, the performance of major new car-making enterprises is very eye-catching, with the overall sales volume of 947,000 vehicles in the whole year, an increase of 215% year-on-year, and the market concentration is 3.6%, an increase of 2.4% year-on-year.
In the head echelon of the new forces, the ranking of the top three has changed. The delivery volume of the three "Xiaoweili" in 2021 will exceed a record high of 90,000. Among them, the total delivery volume of Xiaopeng Automobile reached 98,155 units, an increase of 3.6 times compared with 2020, and since October 2021, it has won the single-month delivery champion of the new car-making forces; WEILAI delivered 91,429 new cars throughout the year, an increase of 109.1% year-on-year; and the total delivery of ideal cars was 90,491 units, an increase of 177.4%.
In addition, the second echelon of the head led by Nezha, Zero Run, and Wei Ma is close behind. The delivery volume of Nezha Automobile and Zero-run Cars that came after the company rose sharply in the whole year to 69,674 units and 43,121 units, an increase of 362% and 279% respectively year-on-year. WM Automobile delivered 44,157 vehicles in the whole year, an increase of 96.3% year-on-year, close to the total cumulative deliveries in the past three years.
Geely's Extreme Kr, Dongfeng's Lantu, BAIC's Polar Fox and other "second generation" have also jumped up rapidly in the past two years and attacked the city strategically. Geely Kr and Dongfeng Lantu have delivered 3,000 vehicles in a single month; BAIC Jihu's monthly sales have exceeded 1,000 units. SAIC Zhiji and Changan Avita are also stepping up the progress of mass production delivery and joining the arena.
In contrast, dozens of car companies that once shouted "subversion" and "dreams" and were blown up in the name of new forces are now mostly buried. When that layer of soap bubbles was punctured by reality, there was no money and no products, only a few PPT repeated the press conference, but threatened to finance the construction of factories to mass production, and finally could only be with some new forces car companies, silently crouching on the side and humming "cool".
Strong enemies are around, and cross-border pursuing soldiers are eyeing the tiger
Ouyang Minggao, a well-known expert in the industry, made this inference last year: "By 2025, the sales of new energy vehicles in the mainland will be between 7 million and 9 million; by 2030, it will be roughly 17 million to 19 million." In terms of ownership, it will exceed 30 million in 2025, close to 100 million in 2030, close to 200 million in 2035, and close to 300 million in 2040. "From this point of view, this cake is so huge.
Not to mention volkswagen, BMW, Mercedes-Benz, Toyota and other "elephant-level" brands continue to accelerate the electrification transformation and the sinking of brand market segments, and the high-end of joint venture new energy and independent brands is also accelerating.
Although the blue ocean of the new energy vehicle market is gradually rising, there are still a large number of cross-border forces forcibly pouring in, and the Pandora's box of new car-making forces seems to be opened again.
In March last year, Xiaomi officially announced its car-making plan, and founder Lei Jun said that he would invest tens of billions of yuan in the first phase, as the last time in his life to start a business. After that, Didi, DJI, Skyworth, 360 and other emerging Internet technology companies have also revealed their mouths to build cars.
Didi has joined forces with 31 enterprises in the fields of automobile manufacturing and new energy to form a "torrent alliance", and has jointly built cars with BYD to apply its intelligent travel data services and autonomous driving technology on a large scale.
360 joined hands with Nezha to enter the field of new car manufacturing, empower partners with safety technology, and work together to create a new new energy vehicle.
Home appliance giant Midea Group has also announced its entry into the field of new energy vehicles. However, Midea only develops and produces parts and components.
After tasting the sweetness of cooperation with Jihu, Huawei did not resist loneliness and directly brought the first new car of the AITO brand cooperated with Xiaokang to the scene of the winter flagship new product launch. In addition to The Extreme Fox, Huawei also cooperated with BYD, Mercedes-Benz and Changan to sell cars, and Yu Chengdong even set an internal target of selling 300,000 Huawei Smart Cars in 2022.
Recently, evergrande, which was "upset", also released the off-line promotional video of Hengchi 5 first car on January 12. Even The Future Automobile, which has been discontinued for a long time, suddenly delivered the Future K50 to new users at the end of last year, and announced that the Future K20 will be officially listed in 2022 to lay out overseas markets. Recently, an e-commerce platform based on automobile sales, Tuanche.com, has also officially announced that it wants to build cars.
The large number of "interlopers" will undoubtedly intensify the competition in the industry, but it also reflects that the new energy vehicle market will usher in the next outlet period, and car manufacturing will become a new growth point for the profits and output value of these enterprises. Whether the new entrant is the "elephant who broke into the porcelain shop" or the overtaking master of the new energy track, everything will take time to verify. After all, today's new energy vehicle market is very different from five years ago.
Laugh until the end shows the true colors of heroes
In addition to the many big guys who have crossed the border, there are many things that the pioneers of the new car-making forces have to face.
Funding is the first hurdle for new car-making forces. He Xiaopeng, chairman of Xiaopeng Automobile, once said, "Before watching others make cars, I thought that 10 billion was too exaggerated, but now I jump in to know that 20 billion is not enough to spend." ”
The impact of the capital market on the new forces of car manufacturing is the most direct. In terms of the three head new forces, last year, Tencent once again spent $10 million to buy 1.68 million U.S. depositary shares of Weilai Automobile, and sat as the second largest shareholder of Weilai Automobile with a 15.1% share ratio; in the shareholding chart of Xiaopeng Automobile, we also saw the figure of Hangzhou Ali System; and behind the ideal car was a large investment by Wang Xing and Meituan. Especially after Xiaopeng and Ideal rushed to hong Kong stocks to list, Weilai, Zero Run, Weima and so on also showed the wind of listing, and the new IPO boom may soon appear. Whether new entrants can get capital support will become the first hurdle of life and death.
Product competitiveness is another lifeline for new car-making forces. The previous "Wei Xiaoli" has now changed its surname and name, and the sales volume of Weilai Automobile in 2021 has been surpassed by Xiaopeng, which has more or less exposed the lack of stamina in the development of Weilai. In December last year, Weilai's monthly delivery volume was only 300 units away from Nezha.
The reason is mainly because the ES6, ES8 and other models currently on sale by Weilai are single and the price is high, which is slightly insufficient compared to the product matrix of Xiaopeng G3i, P5, P7 and G9. The emergence of ET5 and ET7 may be the result of Li Bin's right medicine. From this point of view, relying on a car to hit the world's ideal ONE, how long it can persist after losing the advantage of the price position is inevitably worrying.
Of course, the internal talent competition, production capacity and lack of chips are enough to make the new forces "worried".
There are also some specific environmental factors that will also determine the life and death of new car-making forces. If the new energy subsidy declines and is canceled, the new energy will fight with the traditional fuel vehicle in close combat, and there will no longer be a policy subsidy pocket. Although high-end models have little impact due to price factors, it will be a major test for low-end models and new power car companies with tight capital chains.
Then there is the landing of the exclusive clause of new energy vehicle insurance last year, which has become an important starting point for new energy vehicle companies to broaden the automotive service ecosystem, and the new car-making forces that have always regarded themselves as "user thinking" will certainly take action, which is inseparable from the strong on-board intelligent technology reserves.
Some people once said that pigs standing in the wind can also be blown into the sky, but pigs that can't fly will still fall badly when the wind stops. The world of new energy vehicles is the same, making a car is not a dinner party, it is a systematic and complex project, involving all aspects of related industries. At present, the new energy vehicle track has been fully rolled out, after the huge car companies such as Volkswagen, BMW, Toyota and so on, under the impact of the "second generation" with a strong background such as Aehan, BYD, and Extreme Kr, the new forces of car manufacturing with weak strength and the ignorant entrants who look at the capital "red eyes" can laugh at everything in particular. (End)
This article was published simultaneously on The China Automotive Trend Network