Gao Xin said that new energy vehicles are an important reason for driving the market influence of independent brands in 2021, and the ultra-high market share reflects the first-mover advantage of Chinese car companies in the field of new energy, especially pure electric vehicles.
However, Yang Xiaolin believes that the market share of 74.3% does not represent that the independent brand has an advantage in the product, and it is expected that the market share of new energy vehicles of independent brands will also return to the normal level of 30%-40% in the future.
Pei Dajun believes that under the wave of electrification, the absolute advantages of joint venture brands have been lost, and independent brands have the opportunity to share equally with foreign new energy.
New energy vehicles do give the opportunity for independent brands to rise. With the increasing perfection and strengthening of the domestic relevant industrial chain supply system, independent brands have the opportunity to develop and grow, compete with foreign brands, and even may have strong brands to occupy a place in the global automotive market, Fan Wenqing optimistic outlook.
In 2021, China's auto industry ushered in major changes, as the opening year of the "14th Five-Year Plan", but also the first year of the implementation of the "New Energy Vehicle Industry Development Plan (2021-2035)", the sales of independent brand passenger cars were 9.543 million units, a substantial increase of 23.1% year-on-year, accounting for 44.4% of the total sales of passenger cars, close to the best level in the calendar year. The new energy market is even more eye-catching, with independent brand new energy passenger car sales of 2.476 million units, an increase of 170% year-on-year, accounting for 74.3% of the new energy passenger car market, which can be described as "ten new energy vehicles and seven domestic vehicles".
What does the ultra-high market share of 74.3% illustrate?
For the small outbreak of sales of independent brand new energy vehicles, Gao Xin, executive editor of Global Times Auto Weekly, said: "New energy vehicles are an important reason for driving the market influence of independent brands in 2021, and a large proportion of market share reflects the first-mover advantage of Chinese car companies in the field of new energy, especially pure electric vehicles. Compared with joint ventures, Chinese enterprises respond quickly according to local market demand and have certain advantages in product development and design, supply chain construction, service innovation and so on. ”
Executive Editor of Auto Weekly, Global Times, Gao Xin
In contrast, Yang Xiaolin, co-founder and editor-in-chief of CheYi Media, is more cautious, and Yang Xiaolin believes that the market share of 74.3% does not represent that independent brands have an advantage in products. First, the joint venture brand has not yet developed, and the electric products of Volkswagen, Toyota and GM have just begun to enter the market; Second, the advantages in the sales of independent brands are only temporary, the market is generally three points of the world, the first-mover advantage of independent brands is more reflected in the entry-level transportation models, and it is expected that the market share of independent brand new energy vehicles will also return to the normal level of 30%-40% in the future.
Yang Xiaolin, co-founder and editor-in-chief of CheYi Media
Break the traditional competitive landscape in the era of electrification
In 2021, the domestic new energy vehicle sales champion is still BYD, with annual sales of 593,000 units, but the second place Tesla is also chasing, reaching 473,000 units. In the face of the electrification of the joint venture giant and the momentum of Tesla, what is the future situation of independent brands, and can they break the competitive pattern in the era of fuel vehicles?
Pei Dajun, editor-in-chief of "Car Market Pei Chat & Soldier Car Dealership", believes that the joint venture in the era of fuel vehicles occupies the market and technical advantages when the independent brand is deserted, and is at the forefront in core areas such as engines, gearboxes and chassis. However, the current electric vehicle is defined by big data, intelligent electronic systems and software systems, the absolute advantage of the joint venture brand has been lost, as long as you do a good job of your own products, do a good job of iteration, do a good job of intelligent practical landing, with a higher level of design and manufacturing technology of independent brands can be equal to foreign new energy.
Pei Dajun, editor-in-chief of "Car City Pei Chat & Soldier Car Shop"
"New energy vehicles do give independent brands the opportunity to rise. With the improvement and strengthening of the domestic relevant industrial chain supply system, independent brands have the opportunity to develop and grow, compete with foreign brands, and even may have strong brands to occupy a place in the global automotive market. Fan Wenqing, editor-in-chief of the auto channel of the Daily Economic News, is optimistic about the outlook.
"Daily Economic News" auto channel editor-in-chief Fan Wenqing
In order to break the old competitive pattern, Yang Xiaolin suggested that enterprises should continue the brand upward route, on the one hand, to strengthen technological innovation, adhere to research and development investment, on the other hand, to combine the market, to create products that meet the needs of local consumers. Only in this way can we not only occupy an advantage in the low-end market, but also gain a firm foothold in the high-end market of 300,000-500,000 yuan, when the product structure of independent brands can undergo qualitative changes.
How the new forces of car manufacturing have become mainstream enterprises
Speaking of brand upwards, many new car-making forces have chosen high-end market segments to cut into at the beginning, such as Weilai, Ideal, Xiaopeng and other brands, raising the price range of independent brands, although in 2021, "Wei Xiaoli" and other head new forces sales are close to 100,000 "profit and loss line", but if you want to become the mainstream of the market, it still takes time?
In this regard, Gao Xin said that compared with the current mainstream products, the new forces of car manufacturing have indeed met the needs of some segments that are not covered by mainstream products. In the future, if the new car-making forces want to form a larger scale, they need to cover more market segments until the market demand achieves a wide range of changes. In this process, the new forces of car manufacturing must always play a leading and pioneering role, whether it is products, services or ecological construction.
In addition, Yang Xiaolin suggested that the new car-making forces should be more forward-looking in product definition and user experience, understand user needs, and continue to innovate in the field of user operation and after-sales service.
In fact, "the average price of 430,000 yuan weilai and the ideal of about 300,000 yuan, the sales performance of the same price products is better, the same price of joint venture products, sales are not as good as the new forces." Under the law of survival of the fittest, there will be enterprises that grow into the backbone of the new forces. Pei Dajun said. (China Economic Network reporter Chen Mengyu)