Dong Yue: The high-speed service area is the most core node to promote the development of new energy vehicles| a long lens of Su Yunong

On February 26th, sponsored by Guoyuan Zhixing, Qianlianghui and Huanqiu Automobile Group, and guided by industry associations such as China Automobile Dealers Association, China Association of Automobile Manufacturers, Society of Automotive Engineers, Machinery Industry Branch of China Council for the Promotion of International Trade, China Electrotechnical Society, etc., the "Wanli Huanxing" New Automobile Exchange Conference with the theme of "Gathering New Scene Experience Only Users" was held at Jinan Jihu Automobile Center.

Since the launch of the "Wanli Huanxing" new car long-distance testing activity on February 19, the first batch of convoys have departed from Beijing and arrived in Jinan on February 25 through Dezhou, Binzhou, Dongying, Weifang, Zibo, Linyi and other places. The core purpose of "Wanli Huanxing" is to investigate China's new energy vehicle market and infrastructure including highway service areas on the way to travel, discover new user scenarios, so as to guide and promote the consumption of new energy vehicles, and provide a detailed sample for the transformation of China's automobiles to an intelligent and dual-carbon strategy. At the same time, it also tests hot models in the market to experience vehicle performance and peripheral services to provide guidance for consumers.

At the exchange meeting, the organizer invited representatives of car companies, industry association leaders, experts in the new energy automobile industry chain in Shandong Province, leaders of the highway network service area, senior media, etc., to jointly talk about the results of the first stop of "Wanli Huanxing", and deeply combined with the user car scene to explore the new elements of new retail development, so as to achieve innovation in marketing and service.

At the event site, Dong Yue, a senior expert in the automotive industry, briefly introduced the circulation of automobiles in Shandong Province. Nowadays, new energy vehicles have been greatly developed. With the gradual improvement of various infrastructure and services, indoor charging and high-speed charging are expected to become the most important part of promoting the development of the industry, and the pain points restricting consumers from purchasing new energy vehicles are also being alleviated. In the future, the high-speed service area is expected to reverse the exponential growth of market sales.

The following is the transcript of Dong Yue's speech, a senior expert in the automotive industry:

Shandong can be said to be a big province of automobile sales, Shandong's cumulative sales are to surpass Guangdong, although our economy is not the first, but our sales are indeed the first. And every year, Shandong's overall passenger car sales can account for about 6% of the country, which is a very high number, so it is said that Shandong is really the world, and some brand sales of 10% are reflected in the regional market of Shandong. And Shandong has a very large characteristic of automobile consumption, that is, it is not biased. The southern provinces are relatively more inclined to Japanese brands, but Shandong is not. Shandong is that all brands can survive here very well, and many brands are based on Shandong when they start, including when they start to be in quantity. That is to say, the people of Shandong are very inclusive of consumption, especially automobile consumption, which is a recognized feature of the industry. In the past two years, our new energy automobile market has a very rapid upward trend, from last year to start research or contact, at that time our sales accounted for 5%, but this year has exceeded 15%, at the end of this year is likely to exceed 20%, this growth rate is very, very fast. Including myself, in order to thoroughly study the new energy market, I bought an electric car myself, the senses are still very good, the feeling is also very good.

But because I do automobile circulation research work, after doing research, I found a problem, new energy vehicles in this area of Shandong, I personally believe that it can continue to grow, so where is the point of explosive growth that continues to rise? Not in the main engine factory, nor in the dealer, but in Chairman Sun. From last year ago, we bought an electric car, if you want to charge, it is possible that you need to go to the public charging pile ten kilometers away. But at the end of last year, when I bought a car on my own, I found that within the scope of Jinan City, including my hometown of Binzhou, within a radius of five kilometers, fast charging piles can be found, and it is difficult to solve the charging problem, is it really so difficult? In fact, social capital, including various manufacturers, and even various 4S stores, including Guodian, including China Power, the speed of indoor charging pile layout is far faster than our so-called experts, dare not think, too fast, very, very fast. The biggest pain point that restricts the people's consumption of new energy, that is to say, charging in the urban area has actually been solved, or it has been very good, but where is the bigger problem? It's about high speed. High-speed is not that we have not built it, but the experience includes the confidence of the high-speed now, the confidence in giving us ordinary people to use the car has not yet been fully displayed, including the publicity of the high-speed, including whether the hardware facilities can be expanded a little more, just now Chairman Sun Lei also said, we have 144 pairs of service areas, there are more than 700 piles, I believe that they are also fast charging piles, but if we expand twice, three times, four times, five times what kind of results.

I have a set of data, the proportion of our sales, fuel cars and electric vehicles this year may be 8:2. But really at the door, when I first came, I heard Chairman Sun say, 200 million people to the service area, but 200 million people can reach 20% of new energy vehicles? Can't get there. 0.2% also does not arrive, maybe 0.2 in 1,000, because their faith is not yet full. If the confidence of indoor charging and high-speed charging in the urban area can be established, it is definitely the most important part of promoting the development of the entire industry, which is not what manufacturer can solve, nor which dealer can solve, it must be the leader of the infrastructure to promote and solve the matter. At that time, perhaps due to the convenience of high-speed charging and the improvement of high-speed driving confidence, the market sales that have been pushed back may be doubled or even five times the growth, and it may be that Chairman Sun has made a contribution. Sometimes it is not our insiders, it may be our basic service units, including the leadership of basic services, its decision-making and its direction to determine the outbreak and promotion of another industry.

In addition, Mr. Shen also talked about the sales of cars in the service area yesterday. Car sales I also know better, is a very complex process, including financial services, including your license service, insurance services, a variety of services, this may encounter some difficulties, but from the high-speed to do the car, especially the display of new energy vehicles, and is a comprehensive store display, in fact, can really be studied or really can be tried. Why? Because the sales of cars, including display, is a kind of service behavior of the automotive industry, the biggest constraint of this service behavior is the cost, I believe that the 4S store understands that there are two major costs, one is the cost of the house, this store I guess there must be more than seven or eight hundred thousand expenses a month. The biggest cost is not the house, not the factory, but the cost of people is too high. The third cost is the cost of obtaining customers, each of our 4S stores, every year to spend 500,000 yuan on the network to base, and then do a million small activities must be there. But if it is an intensive, and then there are 200 million traffic can be supported on the platform, you more than any one influencer, more than any one media to bring traffic, this value is immeasurable. When you are intensively all the brands together, the area of the land and space you use will be 50% more efficient or even higher, and what is more important is that if these products are concentrated together, the number of people used is far less than the number of workers employed by a single 4S store, so it is indeed much better than the current marketing cost than the single 4S store as a sales model.

To sum up two points, first, the high-speed service area is the most core node to promote the development of new energy vehicles. In addition, I also said yesterday that there is a direction, a project of the car cube, which I think can really be tried or promising.