author
Cao Jiadong
Even if there is sufficient accumulation, in the face of the ups and downs of the new energy market, while judging the hour and sizing up the situation, it is also important to guard against arrogance and impetuosity.
Responsible editor 丨 Shi Jie
Editor 丨Zhu Jinbin
In 2021, none of the traditional car companies can make the new energy business "flower". When the new car-making forces scramble to sum up for themselves, and batch after batch of technology companies flaunt their entry, perhaps this is the other side of the coin, embarrassing and unusually suffocating.
In the past two years, we have set off with the pace of industry transformation, from first-line Chinese car companies such as Geely and great Wall to FAW and Dongfeng with national brands on their heads, not to mention whether they can stir up the existing pattern, without exception, they have been injured by the market on the road to breaking the circle. Behind the collapse of word of mouth and the "core changing door", the sequelae of the former only seeking rapid development, and the whitewashing of sales that pay attention to internal digestion naturally become the truth that the latter is difficult to hide.
How easy is it to develop new energy? The suffering we are suffering now is paying for the disdain and arrogance of that year. However, when everyone tries to bypass the blockade of "Wei Xiaoli", or through the establishment of another so-called high-end brand to create momentum, or simply look at Wuling, it is good to ask for quantity, and some people can live a wonderful life and live out their feelings.
This year is a full year for Aean to grow alone after leaving GAC Passenger Cars. Compared with most new energy vehicle companies, the same place is that the thinking that is no longer constrained by the redundant architecture of traditional car companies makes it possible to develop rapidly. The difference is that the technical accumulation of the GAC Research Institute has added the confidence of the pro-military confrontation to Ayan Ping.
It is precisely because of this that no matter what the next road, how to go. At least from the date of independence, and after another year of market grinding, the future of Aehn is destined to be extraordinary.
01
Who says that standing in the light is a hero
For 2021, everyone will think that it is time for traditional car companies to show off real technology. When the new forces of car-making have built a set of development logic for the development of new energy, if they want to take advantage of the momentum with technology and the market, is it not easy? In addition, after the fallen BAIC BJEV directly gave up a large market gap, someone had to make up for it.
Before last year, the only thing Eian could do was to follow the momentum of market development and do a good job in the basic work of pioneering. From 42,003 units sold in 2019 to 60,033 units in 2020, not to mention that the growth is not obvious, compared with BAIC BJEV, which has lost 82% of sales in one year, GAC BJEV's business at that time is not a "crotch". Reliable state subsidies and a livelihood in the travel market are not a matter of pride.
It wasn't until after 2021 that the situation began to change radically.
In just one year, from the immaturity of the brand when it was just independent, to the annual sales target exceeding expectations, the rapid growth of Aeon has completed the elimination of the drawbacks of the development of electrification of traditional car companies, and its achievements have still made the outside world see a new force in addition to the new forces of car manufacturing.
Especially in terms of sales, compared to the set target of 100,000 vehicles per year set at the beginning of last year, when Aean's cumulative sales in 2021 reached a new height of 123,660 vehicles, you say, what does this mean? Nothing more than that, E'an not only blocked the "Wei Xiaoli" at the threshold of annual sales of 100,000 vehicles, but also finally fulfilled the oath of betting with the times.
Remember that as early as the 2017 Guangzhou Auto Show, Gu Huinan, who was the general manager of GAC New Energy at the time, firmly said, "I think that in 2021, the pure electric vehicle market will usher in an inflection point, that is, explosive growth." "No one will think that the Chinese auto market will change much in two years, whether the new car-making forces rise or not, the waves set off by Tesla will only be regional and temporary."
Now, the harshness of reality is clearly giving optimists a blow. Following BAIC BJEV, Geely's geometric cars, the same independent SAIC R cars and other traditional new energy brands, their situation is difficult, beyond the reach of the naked eye.
"When the subsidy policy is withdrawn, enterprises that really have the ability to make the cost of pure electric vehicles comparable to those of fuel vehicles can survive." Aeon is not a brand that will always be attributed to the new energy head camp, but at least, compared with these similar brands, 4 years has made it more fearless under such a clear development path.
In particular, from the debut of AION Y at the Guangzhou Auto Show in 2020 to the listing at the Shanghai Auto Show last year, the efforts made in crossing the shackles of the system and solidifying the brand are very important to Aeon.
In the past, the outside world always said that GAC's new energy business still inherited the consistent expansion means of its own brands. Taking advantage of the supply gap in the online ride-hailing market or undertaking the support of the regional market for new energy vehicle companies, E-An has too many limitations in development compared with the new forces pulled back from the death line.
However, throughout this year, the substantial impact of its output under the performance of sales over the line is far more profound than imagined.
The decisiveness of the decision opened Aein's eyes. From the rhythm and iterative logic of product launch, to the reform and deepening of marketing means, and even the renewal of channels and the improvement of aftermarket services, Aian is like a new era of new energy vehicle companies with clear ideas and firm steps.
In other words, from the mobility field to the C-end market, Aeon's development goals this year are actually very clear. New cars such as AION Y can spell out a different way to live for it, which is the embodiment of The new strategic deployment of Ethiopian Safety, and it is also the determination not to repeat the mistakes of traditional forces such as BAIC BJEV. Since then, all the moves related to the development of enterprises have marked that GAC has begun to enter a new stage in the field of new energy vehicles.
02
If people drink water, cold and warm need to be self-aware
Yes, on January 5 of the beginning of the year, with the official introduction of AION LX Plus, Aeon's models have been renewed. Here, it is not to introduce where the highlights of Aeon's products are, but to find out from these changes, why Aean has been able to approach the head of new energy vehicle companies in terms of sales in the past year.
Of course, the attitude of the South China market to the development of new energy has enabled E-An to have local policies as an endorsement, but it is only the most obvious.
It should be known that when AION Y opened the pre-sale, Gu Huinan, the current general manager of GAC Aean, believed in the brand, "GaQI Aean has actually formed the gene of our brand through the efforts of these years. For example, the Aeon brand has created a special electric vehicle factory, independent sales channels, etc., which are the directions of our efforts towards the new four modernizations of automobiles...
It can be seen that with the gradual rise of sales and the improvement of the mass base, GAC BJEV realized that at that time, it urgently needed a way to change lanes and seek new ways.
We can't deny that due to the human design set up by GE3 and AION S in the entire online car and taxi market, Aeon will have a natural barrier if it wants to open another track. But in any case, for Aeon, the emergence of AION Y is a starting point.
Throughout 2021, EON needs to do it, while retaining the existing development trajectory, achieve the most radical change in the subsequent product replacement, and complete the transformation of brand image through technology upgrading, marketing innovation and other angles.
From the release of GAC Technology from April to the end of the year, sponge silicon anode chip battery technology, super fast charging battery technology, lithium iron phosphate battery (magazine) battery, super double speed battery technology &A480 super charging pile and other technologies were released, and Aian was indeed trying to explore new ways to survive and try to shorten the innovation gap between new car-making forces.
With this move, I don't know if consumers can perceive Aehan's desire to set aside stereotypes, and how much sales increase it will bring, but, as Aean has been emphasizing since then, "the proportion of private users in our customer base has reached 70%. "Most consumers' attitude towards Aean has changed a lot.
In addition, in order to break the communication barrier between the mainstream consumer population, bind with those e-sports players who are keen on games, join hands with fashion beauty brand WOW COLOUR to engage in "her economy", and add the new concept of meta-universe to their own conferences... Ean used almost every way you could think of going out of the loop on himself.
Under these means, if Ean is still imprisoned in the inherent image, how can he not say it? However, there is still a problem that binds Eian, that is, sales are too concentrated near 150,000 yuan, and GAC Trumpchi will more or less have a relationship with the brand positioning, making it difficult to do anything in the pure tram market of more than 200,000.
This is evident even in the reality that AION S and AION V have the ability to grow into GAC Toyota iA5/GAC-Honda EA6, and GAC Mitsubishi Atuka.
When Ean became independent, didn't he declare that he wanted to become a high-end new energy brand? If this continues, no matter what kind of sales can be achieved in the name of AION Y and AION S Plus, the next development of Aeon is bound to enter a strange circle of sales that is not worried about sales, but the living space is tight.
What's more, watching The Extreme Krypton and Lantu have not yet sold a few cars have become the focus of traffic, watching Salon and Avita debut and enter the center of public opinion. You say, Aehan didn't have an idea? Then I don't believe it.
Perhaps entering the new year, AEON has put brand renewal on the agenda, and pushed AION LX Plus to a market segment of more than 400,000 yuan. Helplessly, in the face of "Wei Xiaoli" and BYD's up and down blockade, at this time, Aian was far from sitting back and relaxing, and there was still a long way to go. And to be afraid, in case, those crazy outputs that are not focused enough will become futile.
03
"Striking iron" still needs to be hard
Looking back at 2021, in addition to the changes caused by consumer trends, the biggest focus of the new energy market is that when the industrial transformation with intelligence as an important feature rises, in order to strive to seize the high ground in the new round of global competition and strengthen the top-level design of the intelligent car field, each company has also made sufficient blood in the IPO.
Geely, Dongfeng, Changan, Great Wall and other first-line independent car companies, successively released the Brands of Extreme Krypton, Lantu, Avita and Sharon, and are bound to IPO after seizing the so-called high-end new energy market, presumably without exception.
On the road of development, among the solutions given by Eian, there is self-improvement, and there are choices to join hands with technology companies such as Huawei, Baidu, Tencent, iFLYTEK, etc., and naturally they cannot be separated from the hope of borrowing power from the capital market.
It can even be determined that a large part of the reason why Aeon is eager to sell 100,000 vehicles a year in 2021, from products to channels to marketing, is to win the favor of more investors when looking forward to an IPO.
To be fair, the development of China's new energy industry so far, we must admit that starting from "Wei Xiaoli" and using the power of capital to achieve the model required for development at this stage. It's the unspoken rules that everyone is following. After all, spending other people's money to pay for their own high upfront investment is more idealistic than self-financing.
Throughout 2021, as Gu Huinan admitted, "At present, our separate external accounting statements are still at a loss..." Given that Aeon has such a high intensity of new product launch, technology iteration and high saturation of marketing changes, coupled with the increase in production capacity of the entire factory, it is inevitable that it will not be realistic to rely solely on the sale of cars to make a profit. And due to the impact of the epidemic, whether this trend can change in the short term is almost doubtful.
Therefore, when the new forces of the head are always in a state of deep internal involvement, with the gradual settlement of the "Proposal on the Asset Restructuring and Capital Increase of GAC Aian" by GAC AE, regardless of whether AEan can seek an appropriate time to go public after completing the A round of financing, build an independent capital market platform and a market-oriented incentive mechanism, its current seemingly optimistic sales advantage cannot be overmagnified.
Again, from the beginning of the month of the year, the new energy stocks have collectively dived, and even Weilai has begun to actively seek opportunities for financing for secondary listing, which is actually laying hidden dangers for the development of the entire new energy industry in the future. Once the capital markets are unable to provide assistance to the newcomers, the effectiveness of Aeon's efforts is bound to be much weakened.
You can say that after more than 20 years of business wars, Chinese car companies have begun to use the term "new energy" to guide the global auto industry into an era of awakening. As an atypical new force that came out of the national team and outperformed the top three independents, no matter how out of line Aein has come up with in the past 2021, Aehan still has a good foundation.
As 2022 approaches, the launch of the AION LX Plus provides a complete summary of Aeon's past and exposes its ambitions. It's just that a year of working alone still can't explain anything for Aehn.
The product side is about to enter the small year of the birth of a new model, the promotion of brand image is still a protracted war, and the adjustment of organizational structure has also entered a new run-in period... All of this is raising new issues for Aein. Even if there is sufficient accumulation, in the face of the ups and downs of the new energy market, while judging the hour and sizing up the situation, it is also important to guard against arrogance and impetuosity.
C-DIMENSION
WeChat | Automobile Commune C dimension