The pattern of any industry and market is never set in stone, but it often takes some opportunities to trigger changes in the pattern.
For example, Huawei has no rice under the pot, Xiaomi takes the opportunity to take the position; the fitness fever gradually recedes, the yoga trend rises again, and LuLulemon replaces Under Armour as the new favorite of the elite.
Compared with highly mature markets such as mobile phones and sportswear, the automotive market pattern that has undergone tremendous changes due to electrification is being violently reshaped.
"New energy vehicles have shown some substitution effects on the fuel vehicle market."
The summary from the new energy vehicle market in 2021 reflects the vitality of the new energy vehicle market. The wholesale sales of up to 3.312 million new energy passenger cars in the whole year are not only new trends such as Tesla and "Wei Xiaoli", but also traditional giants such as Volkswagen and GM, and independent brands such as BYD, Geely, Great Wall and Changan are also threatening.
However, unlike the market pattern in which rain and dew are evenly stained and there is no solidification, the public opinion field of new energy vehicles is a different scene.
In 2021, Musk, Li Bin, Li Xiang, these "net reds" almost single-handedly harvested most of the traffic related to new energy vehicles. Their every word and deed is placed under a magnifying glass and is regarded as a bellwether for the development of the industry.
In a sense, this makes the outside world think that the new energy vehicle market is a market with a established pattern.
Is this really the case?
Definitely not.
Just like we pay attention to traffic stars and love powerful actors, even if the popularity of new energy vehicles is high, consumers do not blindly follow the traffic to vote.
If we open the sales list of new energy vehicles in 2021, there are many brands with a low sense of existence that can give us the feeling of "how XX is so strong".
NetInsigsha selected 10 brands (in no particular order) to try to find the key person who led the attack on those brands. Through their ideas, choices and decisions, they will explore the future pattern of the new energy vehicle market.
01
BYD Wang Chuanfu - high-quality champion
2021 is the year that Wang Chuanfu raised his eyebrows.
Insist on doing new energy vehicles and let the controversy accompany Wang Chuanfu for many years. However, last year, BYD's sales reached a new high, and the sales of new energy vehicles reached a record of nearly 600,000 vehicles, winning the title of independent brand sales, and the doubts disappeared. What's more, in the moment when the whole industry is waiting for chips, BYD, which has its own self-developed and self-produced chips, is one of the few car companies that can calmly cope.
Question 38 of the second volume of the 2021 college entrance examination takes the evolution process of enterprise A's operation from "vertical integration" to "supply chain openness" as a case. Description: Becoming the only Chinese new energy vehicle company in China to master the core technology of "three electricity", it is almost the case to directly report BYD's ID card.
This is the best portrayal of Wang Chuanfu's forward-looking vision and grand pattern.
02
Wuling Shenyang - recreating a "god car"
In the past 18 months, what is the hottest electric car?
The cumulative sales of more than 550,000 vehicles, for 16 consecutive months won the top spot of China's new energy bicycle sales, 5 times to the top of the global new energy bicycle sales... People who are not familiar with cars, it is difficult to imagine that such achievements were created by a small car with an average price of 30,000 yuan - Hongguang MINI EV.
Even people who no longer have a sense of the car can now ignore the increasing number of candy-colored MINI EVs on the streets of cities across the country, and many of the owners are young people in their 20s.
When the Far-thinking Hongguang MINI EV was listed, many professional media analyzed that this car was built for the elderly, targeting the lower-tier cities and township markets. However, the opposite is true.
It's time to invite the behind-the-scenes hero - Shenyang, general manager of SAIC-GM-Wuling. He dug deep into the diverse needs of consumers in different regions, cities, ages and genders to feed back R&D and production with marketing, turning the Hongguang MINI EV into a fashion item, and independently opening up the A00-level pure electric market.
03
Chinese Yuntong Ding Lei - dare to say and dare to do
Spend 700,000 yuan to buy a car of your own brand.
If this sentence had been placed a few years ago, it would have been nothing short of a fantasy. It is also like Ding Lei, the founder of Chinese Express, shouted out "to be the first technology luxury brand in the new world".
But after 2021, Ding Lei has cashed in on Flag to some extent.
The total sales of 4237 vehicles in the whole year, the sales of 919 vehicles in December reached a record high, the average transaction price reached 680,000... Even if Gaohe did not sell more than 1,000 yuan a month, but look at the 500,000 yuan above, BBA, and even Porsche electric vehicles have some pitiful sales, you have to sigh:
Gaohe really has something.
"This year, the HiPhi X was the most futuristic car I've ever seen." Many people have similar feelings. In this era of bursting national pride, Ding Lei practiced "the respect to usher in the late arrival of China's automobile industry" with imaginative technology.
After creating an unprecedented height for Chinese brands, the next test is how Ding Lei and Gao He can take the road wider.
04
Zero run Zhu Jiangming - the "Huawei" of the automotive circle may have been born
The new forces of "Wei Xiaoli" have survived so far. But what many people didn't expect was that zero running would survive, and it broke out last year.
Zhu Jiangming, the founder of Zero Run, is a devout Huawei fan. So looking at Huawei, which is now choked in the throat, he made a decision that may be related to the fate of zero running: self-research in the whole region.
Compared with the software-level full-stack self-research, the zero-run global self-research contains all the software and hardware related to automatic driving. This will undoubtedly put great pressure on the zero-run capital chain.
Fortunately, last year's zero-run sales were good. With a total of 43,121 vehicles delivered throughout the year, the T03 and C11 products are the king of cost performance in their respective market segments.
In a sense, the current zero run ≈ Huawei when the P7 was launched. Zhu Jiangming's "building luxury cars that the people can afford" is also very similar to ren Zhengfei's goal at that time.
But to replicate Huawei's next trajectory, zero run still has to be strengthened.
05
FAW-Volkswagen Guo Yongfeng - straight to the essence of business
On Double 12, 2020, Guo Yongfeng was appointed as the deputy general manager of FAW-Volkswagen and the general manager of FAW-Volkswagen Sales Company.
At that time, there was a popular argument in the market: traditional car companies can't play electric vehicles. Until the third quarter of last year, this rotation was still quite marketable.
In this environment, the FAW-Volkswagen ID.CROZZ family, which debuted in 2021, is under great pressure, and Guo Yongfeng can be described as a novice village, and he has encountered elite monsters.
The results show that in 2021, the FAW-Volkswagen ID.CROZZ family grew rapidly, with cumulative sales of more than 36,000 vehicles in the whole year and more than 8,500 units in December.
Guo Yongfeng must have done something right.
In the first half of last year, he did two main things. One is to run all over the country to investigate the market; the other is to communicate with investors in depth. In the second half of the year, he kept an eye on all the data related to users.
With the delivery of the two products, FAW-Volkswagen ID.CROZZ stores have also landed in major commercial centers across the country. At the same time, a service ecology around users, covering charging, travel, and intelligent connection, has also been built.
Guo Yongfeng did not have any strange tricks, he just followed the objective law and went straight to the essence of business.
06
Geometric Ye Qin – Let the gold be seen
Compared to the exalted posture at the time of its inception, until the middle of last year, the presence of geometric brands was very low. So many people have thought that geometry will dominate the B-end travel market.
The change began in August last year, when Ye Qin took the helm.
After he took office, almost all of Geometry's marketing actions revolved around one theme: endurance fidelity.
Invite the media and users to go to all parts of the country to test and create the "Geometric True Endurance National Challenge" with users, the purpose is to verify the absolute strength of geometric product endurance fidelity.
Considering that since the beginning of last year, the topic of electric vehicle endurance discounts has been high. It has to be said that Ye Qin accurately grasped the user's pain points and proved the quality of geometric cars.
Therefore, it is not surprising that at the end of the year, Geometry handed over 48,250 vehicles for the whole year, ranking third in the A-class new energy vehicle farm.
Because the gold will not be buried, but the eyes that still need to be found.
07
GAC E-Angu Huinan - sit firmly on the rocket
Compared with most traditional car companies, Gu Huinan, general manager of GAC Aean, has a much richer and thicker quotation.
Of course, the most famous thing is what he said last year: "This year's 1,000-kilometer endurance car will definitely come out, and fast charging will definitely come out." "Brought controversy.
The controversy is controversy, and it is undeniable that last year' GAC Aean had enough material and excellent results.
First completed the mixed reform, and then released a series of new technologies such as double-speed fast-charging batteries and A480 supercharge piles. At the beginning of this year, the AION LX Plus, which can last 1,008 kilometers, was launched, and Gu Huinan fulfilled its promise. After that, GAC Aeon directly opened up: in 2021, it sold 123,660 vehicles, an increase of 119% year-on-year.
To create a new energy sales crown of the traditional automobile group, Gu Huinan is of course full of confidence.
In fact, since he was in charge of GAC Aean for more than 5 years, Gu Huinan's true color of "technical maniac" has not changed. Although many of his ideas and statements are very bold, GAC Aeon has really mastered a series of leading technologies, and sales are also increasing.
In September last year, Gu Huinan said that in the future, GAC Aean will launch million-level products, and the energy replenishment and energy storage network is also planned, and with the foreshadowing, these high probabilities can also be realized. Whether GAC Aean, which will be listed in the future, can continue to soar like a rocket, the outside world will always pay attention.
08
Wei Pai Li Ruifeng - Metamorphosis is only in one year
Compared with the Lynk & Co who set out together, many people feel that the Wei card has been thrown away in the past two years.
Li Ruifeng, who came to Wei Pai at the end of the previous year, can be described as being in danger.
Under his strategic planning, Wei Pai first changed the product naming method to convey the brand's new image of the main intelligence with "coffee". Subsequently, in the first and second half of last year, Wei Pai formulated different main lines.
In the first half, the brand was newly positioned with "the next generation of intelligent car people", and in the second half, All in Hybrid, the whole series launched products equipped with lemon hybrid DHT.
Entering the fourth quarter, weipai's market performance also broke out slightly, with annual sales of 58,363 vehicles, breaking through 10,000 in December, and the reputation of hybrid products has been initially established.
In one year, Li Ruifeng set a new tone for Wei Pai, from products to marketing to brands, Wei Pai was completely renewed and entered the 2.0 era.
In 2022, Li Ruifeng will open the sprint mode with Wei Pai.
09
Chang'an New Energy Yang Dayong - to turn the tide
In this list, the most inconspicuous is Chang'an New Energy. Whether compared with other traditional automobile groups or with its own fuel vehicle sector, Changan New Energy has been relatively weak in the past few years.
However, a few days ago, Changan New Energy completed a B round of financing of 2 billion yuan, introducing dozens of investors, including the government department, the finance department, and the industry department.
What do these investors value about Changan New Energy?
Last year, the cumulative sales of Changan New Energy exceeded 100,000 vehicles. Among them, Ben E-STAR accounts for nearly 70%. It can be said that Changan New Energy has found its own star product.
Throughout last year, Changan New Energy almost did one thing - selling good Ben E-STAR. This strategy was formulated by Yang Dayong, vice president of Changan Automobile, who is in charge of Changan New Energy.
He accurately gained insight into the six major pain points of electric vehicle consumption: high price, endurance anxiety, charging difficulties, safety concerns, low residual value, poor experience, focusing on E-STAR, adopting pragmatic marketing policies, and resolving the pain points one by one. At the same time, vigorously promote new energy vehicles to the countryside, with remarkable results.
Changan Automobile is about to enter a new stage, and Yang Dayong has turned the tide, not only effectively increasing sales, but also allowing investors to see the potential of Changan New Energy.
10
Xiaopeng Car He Xiaopeng - tossing and turning the world upside down
After thinking about it again, we still gave "Wei Xiaoli" a quota, but why did we give He Xiaopeng and not Li Bin and Ideal?
One reason is that last year, Xiaopeng Automobile took the new force to sell the crown, and may have to be called "Xiao Weili" in the future. The other is that He Xiaopeng can toss more than Li Bin and ideals.
In the past year, Li Bin has been busy changing the power station, and Li Xiang is upgrading the ideal ONE while shaking the air on Weibo. Compared with the two friends who are focused, He Xiaopeng is sending a machine horse, then pushing the P5 "big bed room", and then putting a flying car trick at the end of the year.
You can't even imagine what he's going to do next.
However, I have to admire He Xiaopeng's tossing and turning strength. He once declared on his personal Weibo that he wanted to be a low-speed intelligent transportation robot, and accidentally exposed the test flight video of the flying car to the outside world.
Whatever He Xiaopeng's ultimate goal is, he must not be satisfied with just building an electric car with four wheels.
Only at present, Xiaopeng Automobile has not yet achieved profitability, and He Xiaopeng obviously needs to sell more cars.
But in any case, China's auto industry needs someone like him who can toss and turn.
point of view:
The key managers behind the ten brands we have selected are representative.
They either take technology as their lifeblood, or embrace users with all their might, or they are eclectic and eclectic. But they all represent the infinite vitality of China's new energy automobile industry.
Tesla, Weilai, and Ideal are likely to continue to dominate the traffic pool, but the pattern of the new energy vehicle market has long been not as predicted, and they are completely dominant.
Every player at the table has a chance, and even they will leave this table at some point in the future to set up another table.
Human beings have boundless imagination and creativity, which is the source of the constant rewriting and reshaping of the pattern.
For consumers of new energy vehicles, fortunately, the drama has just begun.