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The Spring Festival holiday of the Year of the Tiger has arrived, and watching New Year movies and shopping is estimated to be the holiday choice for most people. Today we will talk about the new changes in shopping.
The lively business district and the first floor of the luxury shopping mall are undoubtedly the areas with the highest traffic. What is sold at the counter on the first floor of the mall can reflect the current trend to some extent.
The Shanghai Securities News reporter visited a number of popular business districts in Shanghai and found that Tesla, Weilai, Xiaopeng, BYD, GAC Aean, Polar Star, Tianji and other new energy vehicle brands have occupied the first floor exhibition hall of major popular shopping malls. Some shopping malls have even opened up new energy vehicle streets or special areas for this purpose. New energy vehicles have steadily stood at the head of the tide.
In an interview with the Shanghai Securities News reporter, the new energy vehicle industry said that with the promotion of the "double carbon" goal and the acceleration of electrification, the penetration rate of new energy vehicles far exceeds expectations, and the superimposed charging and replacing supporting facilities are becoming more and more perfect, and new energy vehicles will continue to sell hot in the next few years.
New energy vehicles have become the "façade" of shopping malls
"In the past, I bought a fuel car to run a 4S store, and the store was remote and scattered. Now it is convenient for new energy vehicles to buy cars and see cars, stores are basically in popular business circles, and the counters of different brands are also very close. Mr. Li, the driver, told the Shanghai Securities News reporter.
Taking the Nanjing West Road business district as an example, the straight-line distance between the stores of Xiaopeng, Tesla and Weilai brands is less than 200 meters.
The reporter then visited Shanghai Zhongshan Park, Hongqiao, Zhangjiang and other business districts to see that the above-mentioned new energy vehicle brand store layout has become the norm. Dragon Dream Shopping Park, Changtai Plaza and even opened a new energy vehicle zone to attract many brands to settle in.
Why are new energy vehicles quietly changing the format of shopping malls? In this regard, people in the new energy vehicle industry and department stores gave answers when interviewed by reporters.
"New energy vehicle companies entering the mall can let more potential consumers understand and test drive experience, and the drainage effect is very good." For consumers, compared with the time cost of going to the suburban 4S store, the transparent price and direct sales model make it more convenient to buy a car. Li Xiangchun, head of sales at many weilai stores in Shanghai, told reporters.
Li Xiangchun revealed to reporters that when Weilai lays out offline experience stores, in addition to considering the scale of the mall, passenger flow, and convenient transportation, it is also necessary to consider the ownership of surrounding car owners, and will build a NIO House in areas where the ownership reaches a certain scale, and add a living room in various areas of the city, so that car owners and friends can sit and drink a cup of coffee to enhance the user experience.
The relevant person in charge of Changtai Plaza and Bailian Group revealed in an interview that during the epidemic period, some other business formats were forced to withdraw from the dismal operation. At this time, the new energy vehicle experience store rushed to settle in, just to fill the vacancy, and the rent that can be given is in line with the psychological expectations of the mall. At the same time, the addition of new energy vehicle counters has also enriched the format of shopping malls and increased the interest of male consumers in shopping.
New energy vehicles are expected to become hot sellers for several consecutive years
"Opening a brand experience store in a shopping mall is not like a 4S store that often requires an area of thousands of square meters. Although the unit price of the mall is high, the total rent is actually acceptable. Li Xiangchun said that at present, the monthly sales of Weilai single store can exceed 100 million yuan, and the average sales are also tens of millions of yuan.
In fact, behind the brand's perception that the rent of first-line business district stores is affordable, it is full of confidence in the continuous increase in sales of new energy vehicles.
According to the latest statistical analysis of the China Association of Automobile Manufacturers, the market penetration rate of new energy vehicles reached 19.1% in December 2021, of which the market penetration rate of new energy passenger cars reached 20.6%. In 2021, the production and sales of new energy vehicles 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 that of the previous year.
"Taking Weilai as an example, the share of Shanghai users in 2021 has surpassed the traditional high-end brand BBA (BMW, Mercedes-Benz, Audi) in many market segments." Li Xiangchun said that in 2022, the production and sales of new energy vehicles will still maintain the momentum of rapid growth.
The citic construction investment and power new industry report believes that in 2022, the support policies for new energy vehicles in the three major new energy vehicle markets in China, the United States and Europe will continue. From the perspective of car companies, the pure electric platforms of traditional car companies such as Volkswagen, Mercedes-Benz, and BMW have begun to increase. Among the pure electric vehicle brands, Tesla's production capacity has expanded, Weilai, Xiaopeng and Ideal new cars have been listed centrally, and some new brands have started mass production in the first year. The policy side coupled with the resonance of the industry side, it is expected that domestic new energy vehicle sales in 2022 will be more than 5.5 million, global demand is expected to fall at about 9.6 million, and the compound annual growth rate from 2021 to 2025 is expected to be 36%.
The concept of "electric zone room" will help the brand to achieve differentiation advantages
At present, the number of brands entering the new energy vehicle track is huge, but like many industries, a small number of head companies occupy the vast majority of the market share.
Whether the follow-up replenishment is convenient and fast has become an important factor for consumers to choose new energy vehicles.
"I usually rent a house, and it is difficult to apply for the installation of personal charging piles according to the normal process." Ms. Wang said in an interview with the Shanghai Securities News reporter that when buying a Tesla car 1 and a half years ago, as long as she met the conditions of tesla supercharging network within 6 kilometers of the living range, she could smoothly apply for a new energy vehicle to take pictures, so she did not hesitate to choose the Tesla brand.
New energy vehicle sales people told the Shanghai Securities News reporter that with the rapid increase in the number of new energy vehicles in Shanghai, the requirements for installing personal charging piles are also gradually increasing in the process of applying for new energy vehicle licenses, but the owners of vehicles using the power exchange mode can attach personal charging piles to nearby replacement power stations, thus meeting the requirements of applying for new energy licenses. In turn, the concept of "electric zone room" is extended.
Qi Quan, head of ENERGY business development in Shanghai, said in an interview with the Shanghai Securities News reporter that Weilai is a pioneer in the field of power exchange, and the power exchange network has begun to take shape. In the next stage, WEILAI will further optimize the network layout, enrich the site selection of stations in the city, strengthen the intercity high-speed linkage, and make it more convenient to replenish energy.
According to the target proposed by NIO DAY, this year it will plan to have more than 1,300 substations, 6,000 supercharge piles, 10,000 destination charging piles nationwide, and open up more than 30 destination charging routes such as the Silk Road and Xishuangbanna Tropical Rainforest. Qi Quan believes that with the continuous improvement of energy outlets, more and more areas have become "electric district houses", then the motivation of potential car owners to choose the Weilai brand will also increase accordingly.
In addition, in January this year, the power battery giant Ningde Times also announced the entry into the field of power exchange, which is an important sign of the active development of the industry, indicating that more companies recognize the power exchange model and are willing to participate in it.
Editor: Liang Min
Video: Qiu Zixing
Yu Yiting (Intern)
Producer: Zhang Jiao
Proofreader: Sun Jiehua
Editor: Zhang Dawei
Production: Shan Linghe
Editor-in-charge: Shao Ziyi
Guo Chenxi
Producer: Pu Hongyi
Issued: Pan Linqing