As mentioned before, the cumulative sales of new energy in 2021 are 2.989 million vehicles, an increase of 169.1% year-on-year, and after policy support and product technology breakthroughs, new energy vehicles are gradually accepted by more consumers; but at present, new energy vehicles are still relatively rare compared to traditional fuel vehicle market products, which cannot be purchased by consumers in various market segments.
The difference between the fuel and electric markets
Why is there a difference between the current fuel vehicle market and the electric vehicle market? On this issue, let's first look at the 2021 annual sales ranking and the 2021 annual new energy sales ranking;
The first is the 2021 car sales, in addition to a new energy model of Hongguang MINI, the rest are fuel vehicles, Xuanyi with annual sales of more than 510,000 to the top, followed by Langyi sales of more than 430,000 ranked second, ranked tenth in the Sagitar, annual sales of more than 240,000 units, although on this list, there are cars, SUVs, MPVs and new energy, but the top ten models on the list, the price is in the most acceptable range for consumers, down to hongguang MINI, up to sagittarius, the most expensive price is only in about 150,000 yuan It can be seen that at present, the car purchase budget of ordinary Chinese consumers is still limited, 100,000-150,000 yuan, which is still the largest market for domestic car purchase budgets.
Looking at the sales of new energy vehicles in 2021, the Hongguang MINI, which ranked first, was far ahead with 395451 units, the second place BYD Qin's sales volume was less than half of the first place, and the sales volume was 187727, while the tenth place in new energy sales, Eian S, with sales of only 73853 units, and the fuel vehicle market still maintained a large gap.
In addition to the gap in sales, there is also a difference in product prices, in the top ten, BYD on the list of three, these three models are pure electric, plug-in mixed version of the joint sale, ranked seventh ideal ONE is a range increase, so it can be seen that the current sales of pure electric vehicles still need to be improved, and pure electric models, the best sales performance of the three models, respectively, Hongguang MINI, Tesla model Y and Tesla Model 3, these three models, The price of Hongguang MINI is about 50,000, while the price range of Tesla's two models is about 250,000-300,000, which shows that the pure electricity market and the fuel vehicle market have differentiated here.
From the perspective of annual car sales, the current consumer's most favored market is in the range of 100,000-150,000 yuan, and Hongguang MINI is accepted by more consumers due to its unique price and the complete functions of the basic car, but the optimal market is still in 100,000-150,000 yuan, but in contrast to the pure electric market, there is no product in this price range.
Future market analysis
According to market feedback and differential performance, the author analyzes that at present, Hongguang MINI sales are reasonable, but also expected, for the domestic car market, illegal low-speed electric vehicles still have high sales volume every year, but after all, as a violation of the vehicle, can not reach consumer satisfaction, and Hongguang MINI was born, it was quickly integrated and seized about 50,000 yuan of market share, Hongguang MINI won, it is reasonable.
The reason why the electric vehicle market 250,000-300,000 yuan market performance is better, because the current pure electric model due to the high cost of battery, coupled with pure electric vehicle model for configuration and texture requirements are higher, so resulting in pure electric currently only spend more expensive than the fuel car, in order to buy more flagship performance and configuration, which is also the current Tesla Model Y and Model 3 sales performance is good reasons, in addition to the brand itself, there is also a product itself also completed the "flagship" model standard.
Whether it is the electric market or the fuel market, the range of 100,000-150,000 yuan is still the most favored segment of ordinary consumers, so if you want the penetration and acceptance of pure electric vehicles to be higher, you must start to work in this market segment.
This year, many brands have released the price of "close to the people" flagship model, leading C11, between 15-200,000, you can buy "do not squeeze toothpaste" products, Xiaopeng P5 will also be many black technology down to less than 200,000 yuan, there are many brands and models began to land in this market segment, after the increase in product ownership in this market, consumers will be a step forward in the purchase and acceptance of electric vehicles.
summary
According to the statistics of the Association of Passenger Transporters this year, under this background, new energy has increased significantly year-on-year, such as 2022, more brands launch the "flagship model" in the gold price range, there will be a greater improvement in the new energy market; in the content that the author has done before, I have interviewed the author's northeast hometown, under the sharing of the hometown, it can prove that the acceptance and understanding of new energy by users across the country have initially improved, and under the dual force of the market and products next year, the author analyzes that in 2022, the new energy market will continue to rise, But how big the increase is, but also the degree of effort of each new energy brand for next year; and for consumers who have been waiting and seeing electric vehicles, in 2022, they may really be able to buy products that really meet their own hearts and prices.