Car stuff (public number: chedongxi)
Author | Juice
Edited by | Xiaohan
New car companies in February sales fell collectively, is about to go downhill?
The first day of each month is the time for new car manufacturers to display their report cards, and after the sales of February were announced, each company has declined to varying degrees.
▲New car companies in February sales table
According to the sales volume announced by the car companies themselves, the best performance in February was the ideal car, with 8414 new cars sold in a single month, once again ranking first in the monthly sales list of new cars, but compared with January, there were also more than 3,000 declines.
Xiaopeng Automobile sold a total of 6,225 new cars in February, compared with the total sales of nearly 13,000 in January, while Weilai Automobile sold 6,131 new cars in February, compared with nearly 10,000 sales in January, the decline is also more obvious.
Among the second-tier new car companies, although Nezha Automobile sold 7,117 vehicles in February, ranking second among the new car companies, there is still a gap compared with 11,000 in January. Zero-run cars also sold only 3,435 new cars in February, less than half of January's sales.
Judging from the data released by various companies, the new car companies collectively encountered Waterloo in February, and the results of many car companies selling more than 10,000 sales in a single month were interrupted, as if ushering in the "darkest moment".
So, why do new car sales diving en masse? Are there any new highlights in such a slightly bleak sales volume?
First, the Spring Festival holiday led to a decline in sales The supply chain also continued to be under pressure
The reasons for the decline in sales of new car companies in February are many, some of which are common, and some of which are also due to the car companies themselves.
February this year, coinciding with the domestic Spring Festival holiday, the working day is one week less than the previous month, so strictly speaking, February is not a complete month, and this itself will have an impact on the sales of car companies.
This situation is not unique to this year, taking last year as an example, the Spring Festival holiday was also in February, when the sales volume of Weilai Automobile was 5578 vehicles, while the sales volume in January was 7225 vehicles, which also declined to a certain extent.
▲Nio's sales in the same period last year
Ideal sold 2,300 units in February last year, compared to 5,379 units in January; Xiaopeng Motors sold 2,223 units in February last year and 6,015 units in January. Compared with this year, the sales decline of new car companies during the Spring Festival last year was more serious.
▲Ideal car sales in the same period last year
And this phenomenon is not only in the new car companies, the association information shows that in February last year, the domestic passenger car wholesale sales of 1.135 million units, down 44% from January, from here is not difficult to see, in addition to new energy vehicles, the fuel vehicle market will also suffer a decline in the Spring Festival month.
In addition to the objective factor of the Spring Festival holiday, various car companies have also encountered different problems. In February, Suzhou, an important domestic parts town, was affected by the epidemic, and the supply of some parts of Ideal Automobile was affected.
During the Spring Festival holiday from the end of January to February, Xiaopeng Automobile underwent a technical transformation of its Zhaoqing plant, which ultimately affected the overall delivery volume.
Several other car companies have also been affected by the supply of chips, batteries and other parts to varying degrees.
On the whole, the sales volume of new car companies this year has increased significantly compared with last year, although there has been a certain degree of decline in delivery, the overall growth trend is still very obvious, and the entire new energy industry is also developing in a better direction.
Second, Nezha car into a dark horse Single-month sales forced Xiaopeng Weilai
Although sales in February showed a downward trend, there was no shortage of bright spots.
Nezha Automobile, the head enterprise of the second-tier new car, has quietly climbed to the second place in the sales list of the newly built car, and the single-month sales force to pressure Xiaopeng and Weilai, becoming a dark horse in the new energy vehicle market in February.
At the same time, the development of Nezha automobile is also very hot, the recent official official announcement will use Huawei's MDC610 chip, self-developed automatic driving system, the next car Nezha S delivery will have high-speed L2.
▲Nezha S
On the other hand, Nezha Automobile is also steadily promoting the listing work. Nezha Automobile has recently completed a new round of financing of more than 2 billion yuan, with a post-investment valuation of more than 25 billion yuan, and some media said that it has officially launched the Hong Kong stock listing plan.
Judging from this rhythm, Nezha Automobile is also expected to become another company listed on Hong Kong stocks after Wei Xiaoli. And these achievements are obviously inseparable from the good sales performance of Nezha Automobile, so why can Nezha Automobile achieve such sales performance?
If new energy vehicle companies want to achieve good sales performance, the most important factor is nothing more than product strength, marketing channels, charging networks, user services, etc., and these few factors, Nezha Automobile has already been possessed.
▲Nezha V Pro
At present, Nezha Automobile has a total of two models on sale, namely Nezha V (including Nezha VPro) and Nezha U pro, according to the data released by the Association of Automobiles, Nezha V sold 6482 vehicles last month, which is its best-selling model.
Nezha V is positioned in a small pure electric SUV model, with NEDC301km and 401km two endurance versions, the price range is between 60,900 yuan and 72,900 yuan, while the Nezha V Pro model as a small modification model currently has two models, only 401km endurance one version, the price range is between 76,900 and 80,900 yuan.
In the domestic new energy vehicle market, models with similar prices and mileage similar to Nezha V are more micro and small cars, and there are only a few vehicles that belong to the SUV model.
▲Comparison of important parameters of Nezha V Pro and Euler White Cat Little Wildcat
Taking the NEDC cruising range of the same 401km, the price is also less than 90,000 yuan Euler White Cat Little Wildcat Edition as an example, the size of Nezha V Pro is one circle larger than the size of Euler White Cat, but the wheelbase is slightly shorter than Thatla White Cat.
From the perspective of the three electric parameters, whether it is motor power, maximum torque, or battery capacity, the top model of Nezha V Pro is stronger than the top model of Euler White Cat, with the former's maximum power reaching 70kW (about 95 horsepower), while the maximum power of Euler White Cat is only 45kW (about 61 horsepower).
Combined with the comparison, Nezha V Pro has a strong competitiveness in terms of space and appearance, coupled with a price of less than 100,000 yuan, which is very advantageous in the same level of car.
Another car, Nezha U Pro, also sold 4527 units last month, entering the top ten of the new energy SUV sales list of the Association of Automobile Associations, and its competitiveness is also very strong.
The Nezha U Pro Fire Edition is the closest price to the Xiaopeng G3i 520G model, with the former priced at 159,800 and the latter priced at 165,800. In terms of the three electric parameters, the battery capacity, maximum power and maximum torque of the Nezha U Pro Fire Detection Edition are better than the Xiaopeng G3i 520G model, and the mileage of the NEDC of the Nezha U Pro Fire Detection Edition is 610km, and the NEDC mileage of the Xiaopeng G3i is only 520km.
▲Comparison of important parameters of Nezha U Pro and Xiaopeng G3i
From the perspective of specific parameters, Nezha U Pro is also more prominent in the same level, coupled with the price advantage, which is also the reason why this car can achieve a sales breakthrough.
On the other hand, the construction of Nezha Automobile's marketing channels is also very fast. By the end of last year, Nezha Automobile's offline stores reached 312, covering 210+ cities.
▲Nezha automobile direct sales store
Nezha Automobile co-founder and CE0 Daniel Zhang said that most of Nezha Automobile's stores in first-tier cities are directly operated stores, almost all of which are in popular business districts, and the number of Nezha Automobile directly operated stores will reach 70 by the end of 2021.
In terms of charging stations, Nezha Automobile has 1637 free charging stations in 150 cities across the country, close to 20,000 DC charging piles. Nezha also provides valet power-up service, by the special person to pick up the car for charging, according to the model and the difference between the homeless pile, Nezha car owners have up to 24 times a year valet power-up service, the average to about 2 times a month.
Nezha Automobile also actively develops the user community, forming a user exchange community "Which Iron Universe", car owners can post in "Which Iron Universe" to communicate, Nezha Automobile will also regularly or irregularly officially hold some activities for car owners or intended users.
▲Screenshot of Nezha Automobile's official website
In addition, although Daniel Zhang, co-founder and CEO of Nezha Automobile, is low-key, he has achieved good results in Chery New Energy and BAIC BJEV, and even boosted BAIC BJEV to become the global pure electricity sales champion in 2017. Among the investors of Nezha Automobile, there is also Zhou Hongyi, the leader of the Red Cloth sect, as one of the reds in the Internet field, Zhou Hongyi has also brought good attention to Nezha Automobile.
In general, Nezha Automobile can achieve a good sales breakthrough is not surprising, whether from the product point of view, or from the supporting marketing and user operation point of view, Nezha Automobile has made good results, and with these foundations, sales are a matter of course.
Conclusion: The new energy market will continue to grow
At the beginning of this year, the new energy automobile industry has encountered the problem of subsidy decline and supply chain difficulties, and it seems that the entire industry has suffered a major blow, but a closer look at the report card can be found that the resilience of the new energy industry is already very strong.
In February, although the new car companies have suffered a decline in sales, but on the whole, compared with the same period last year, there has been a very big breakthrough, from this point of view, the entire new energy automobile industry is still rising.
March is also the first full month of the Lunar Tiger Year, after a brief hibernation in February, all new energy vehicle companies will be in full swing, if there is no accident, this month a number of car companies or will create a new high in sales.