Written by Wu Jing
Editor/ Liu Baohua
Design / Shi Yuchao
Caption/ Pippi
The past two years have been two years since the private consumer market for new energy vehicles was launched to take off.
From the initial Tesla and Hongguang MINIEV in the high-end market and the scooter market to ride the dust, and then to the "Wei Xiaoli" as the representative of the new car-making forces to stand in the camp of 10,000 vehicles, Euler, BYD and Gaohe brands blossomed more... The structure of China's new energy market has also gradually accelerated its optimization from the "dumbbell type" with two large ends and the small middle to the "spindle type".
Car companies know that they are in a sea of competition and must fight for their survival and development. In order to find their own foothold, they had to cross the sea with eight immortals and show their magic. Among them, some of them have made a hit in the market with their unique brand tone, some have become "national god cars" in the market with super high cost performance, some have successfully seized the minds of consumers with their high-skilled automatic driving technology, and what is more, they have taken the side of the sword on the technical route, and finally changed the fate trajectory of the enterprise with a blockbuster product...
When the car market has entered the "zero-sum game", behind the glory of the victors, there is often hidden the bitterness and bitterness of the losers. China's auto market is also in the traditional fuel vehicles and new energy vehicles offensive and defensive conversion to complete the adjustment and upgrading of product structure.
Take Tesla, for example. According to the data, in 2021, Tesla China sold 50241, 23483 and 22153 vehicles in Shanghai, Shenzhen and Hangzhou respectively, winning the top three hot cities. Not only Tesla, but now, new energy brands such as Hongguang MINIEV, "Wei Xiaoli", BYD, Gaohe and Euler are "storming the city" in various cities. Which city are they the darlings of? Let's talk about the data.
Shanghai prefers Weilai the most, Guangzhou prefers Xiaopeng the most, and Zhengzhou loves ideals the most
"Wei Xiaoli", which is also in the first camp of the new car-making forces, is almost completely different in terms of product characteristics and brand tone. It is precisely by virtue of their unique advantages that they conquer consumers in different cities.
AutoMotive Business Review combed through the ranking of "Wei Xiaoli" hot cities in 2021 and found that these 3 brands are also selling well in Shanghai, Beijing, Hangzhou, Shenzhen, Guangzhou and Chengdu. But specifically, Shanghai favors Weilai the most, Guangzhou prefers Xiaopeng the most, and Zhengzhou loves ideals the most.
In 2021, NIO sold 16,989 units in Shanghai, far exceeding the 6,907 units in beijing, the second place. At the beginning, it is not surprising that Weilai Automobile, which has been held high and high, can gain a firm foothold in Shanghai, because it is comparable to the Haidilao-style user service and out of the circle, since the birth of the brand, it has regarded the service system as the core value of the company, aiming at the high-end market, and regards the high-end oil car brands in the 300,000 to 400,000 yuan price range such as Mercedes-Benz, BMW, and Audi as competitors.
The city of Shanghai not only has the strongest spending power, but also has the most discerning consumers. In the forefront of this car market, Xiao Peng and Ideal, who are also in the first camp of the new car-making forces, have also achieved good results.
Contrary to Weilai's idea of positioning high-end by avoiding mass market competition, Xiaopeng Automobile, which aims at intelligence, chooses the bottom-up Volkswagen route. Nowadays, through the deep cultivation of intelligent routes, Xiaopeng Automobile has successfully built a technical moat by relying on the self-research capabilities of software and hardware. Xiaopeng Motors is headquartered in Guangzhou, which is also the home of Xiaopeng Motors. According to the data, in 2021, Xiaopeng Automobile sold 13,066 vehicles in Guangzhou, compared with the 9933 vehicles in shanghai, the second place, which is also far ahead.
The ideal car, which is also in the first camp of the new car-making force, changes its life against the sky with an ideal ONE of extended-range electric vehicles, which is a explosive product that uses the extended-range technical route to meet the user's electric needs while avoiding the problems of electric vehicles. Because the purchase of the ideal ONE in Beijing requires the use of fuel vehicle indicators, it is still limited to the number of vehicles, which leads to The fact that Beijing is naturally not the ideal sales position. Its top three best-selling cities are Shanghai, Hangzhou and Shenzhen, all at the 6,000-vehicle level. Unexpectedly, the new first-tier city of Zhengzhou has only ranked 4th in the past year with sales of 5552, which also means that in the "Wei Xiaoli" camp, Zhengzhou is the most ideal city.
Hongguang MINIEV is a hot seller in Henan
It is foreseeable that in 2022, the dark war between Hongguang MINIEV and Chery QQ Ice Cream in third- and fourth-tier cities will soon escalate.
In 2020, the top 10 best-selling cities of Wuling Hongguang MINIEV are Qingdao, Luoyang, Heze, Shanghai, Haikou, Zhumadian, Shangqiu, Zhengzhou, Liuzhou and Shijiazhuang.
After passing the market cultivation period, in 2021, the top ten best-selling cities of Wuling Hongguang MINIEV will become Zhumadian, Shangqiu, Luoyang, Taizhou and Zhengzhou, Hangzhou, Wuhan, Nanyang, Linyi and Liuzhou. Among them, in the top ten rankings of hot-selling cities, Henan Province accounts for almost half.
In July 2020, Wuling Hongguang MINIEV was officially listed during the Chengdu Auto Show, priced at 28,800 to 38,800 yuan. As soon as the new car was launched, 15,000 units were sold in 20 days, and the order exceeded 50,000 units. Perhaps it is from Wuling that we see the potential of micro-electric vehicles, and many car companies have also begun to compete to launch the same level of car series. Among its own brands, such as Reading, Little Ant, Chery QQ Ice Cream, etc., its goal is to target the market of micro-electric vehicles.
Take Chery QQ ice cream as an example. On December 28, 2021, Chery QQ Ice Cream was listed, and the car is very similar to Hongguang MINIEV in terms of overall shape or the price range of 29,900 to 43,900 yuan. If you further analyze the ranking of best-selling cities, you will find that almost half of the competing markets of the two overlap, namely Zhumadian, Shangqiu, Luoyang, Taizhou and Zhengzhou.
The "most expensive new forces in China" mainly went to the north, Shanghai, Guangzhou, and Shenzhen
In January 2022, the official data released by Gaohe Automobile said that Gaohe HiPhi X once again achieved monthly sales championship with a monthly sales result of 550 vehicles, with a 19.8% lead over the second place, and continued to lead the market segment of more than 500,000 luxury brand electric vehicles.
Since the continuous strengthening of the process of automobile electrification, Chinese car brands have indeed made many new breakthroughs, from the beginning of Weilai Automobile, to the first car priced at 680,000 yuan, hiPhi, constantly breaking the ceiling of the price of independent brand cars.
Because of its high price, Gaohe was once known as "China's most expensive new car-making force". The uninhabitable price makes Gaohe cars destined to be a toy for rich people. Therefore, most of its sales have flowed to the north, Shanghai, Guangzhou, and Shenzhen. According to the data, in 2021, the top ten best-selling cities of Gaohe HiPhi X are Shanghai, Shenzhen, Guangzhou, Beijing, Hangzhou, Chengdu, Suzhou, Xi'an, Yancheng and Nanjing.
It is worth mentioning that as early as September 2021, Gaohe Automobile surpassed Porsche with a single monthly sales performance of 641 units and topped the list for the first time, which is also the first time in the history of China's independent brands to win the top of the luxury brand electric vehicle sales list. In December 2021, the Gaohe HiPhi X once again topped the list with sales of 919 vehicles. At the same time, the cumulative sales of Gaohe HiPhi X reached 3742 units from July to December, becoming the top of the sales list of "more than 500,000 luxury brand electric vehicles" in the second half of 2021.
BYD focuses on the second line
In 2021, BYD sold 730,000 passenger cars, an increase of 75.4% year-on-year, and new energy passenger cars sold 593,000 units, an increase of 231.6% year-on-year, winning the annual sales champion of new energy passenger cars in China. At the beginning of 2022, BYD continued to explode. According to the data, BYD sold 90,268 passenger cars in February this year, an increase of 336.2% year-on-year. Among them, 87,473 new energy passenger cars were sold, an increase of 764.1% year-on-year.
Auto Business Review found through combing data that unlike the new car-making forces that position themselves in high-end, BYD mainly went to second-tier cities. According to the data, in 2021, bydir's top ten best-selling cities are Xi'an, Zhengzhou, Tianjin, Guangzhou, Foshan, Jinan, Chengdu, Chongqing, Dongguan and Changsha. Among them, Xi'an is far ahead with a score of 7843.
Bydy's product price range basically covers the range of 100,000 to 300,000 yuan. It can almost be concluded that bydie's continuous outbreak will become an important force to accelerate the optimization of China's new energy market structure from "dumbbell type" to "spindle type".
It is worth mentioning that as a high-end model with an average transaction price of more than 250,000 yuan, the flagship sedan BYD Han also ushered in a good start, reaching 12,780 units, and sales exceeded 10,000 for five consecutive months. As of January 2022, BYD Han's cumulative sales exceeded 170,000 vehicles, ranking in the "10,000 Car Club" of medium and large cars, becoming a veritable explosive model for BYD.
Overall, BYD mainly focuses on second-tier cities, but if we analyze by BYD Han's hot-selling cities alone, it can be seen that its ability to compete with other high-end brands in first-tier cities cannot be underestimated. According to the data, in 2021, the top ten by-one by-one Han best-selling cities are Shenzhen, Shanghai, Beijing, Hangzhou, Guangzhou, Chengdu, Xi'an, Suzhou, Zhengzhou and Chongqing.
First-tier cities will be the focus of Euler
According to the data, the top ten best-selling cities of Euler Black Cat are Tianjin, Wenzhou, Zhengzhou, Hangzhou, Puyang, Luoyang, Jining, Nanning, Tangshan and Shenzhen. The top ten popular cities for Euler White Cat are Tianjin, Luoyang, Zhengzhou, Hangzhou, Jining, Wenzhou, Puyang, Nanning, Liuzhou and Jinhua. It can be seen that as a new energy vehicle positioned below 100,000 yuan under the brand, Euler Black and White Cat mainly focuses on second- and third-tier cities, which almost completely coincides with the ranking of hot selling cities of the Euler brand.
According to the data of the Association, in 2021, the Euler brand sold 135028 vehicles, of which 63,492 Euler black cats were sold and 20,605 Euler white cats were sold, accounting for 62% of the total Euler brand sales. However, with the suspension of the sale of Euler black and white cats, the situation of its main sales to second- and third-tier cities may be improved.
Looking at another euler brand model positioned more than 100,000 yuan, in 2021, the top ten hot selling cities of Euler good cat are Shanghai, Hangzhou, Shenzhen, Tianjin, Beijing, Suzhou, Wenzhou, Chongqing, Zhengzhou and Wuxi, mainly focusing on first-tier cities. It can be expected that with the cessation of orders from Euler black and white cats, and the listing of ballet cats and punk cats with higher positioning in the future, the main battlefield of the Euler brand may be directly transferred to first-tier and new first-tier cities. (The data in the article comes from the output of the Passenger Association and the E-Car App)