Yuan Guobao
Internet trend observer, well-known financial writer, founder of New Alliance, senior media person, new media marketing and brand communication expert.
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In 2022, will Chinese car companies rise with the trend?
This article outlines: New energy vehicles are the most rapidly developing representatives of the global automotive industry. Veteran car companies are facing transformation, and new brands are strongly settled. In the past, the Cheap Chinese Automobile has achieved a representative success in the new energy market, and has made great progress from the whole vehicle to the parts. In 2022, will Chinese car companies rise with the trend? What kind of butterfly effect will the eruption of Mt. Fuji volcano cause? The development trend of the automobile market in 2022 deserves our attention.
1, the proportion of new energy vehicles increased, who is the leader.
2, the global auto market accelerated reshuffle, new and old brands are making efforts.
3, do not look down on parts, this is an opportunity for the development of Chinese car companies.
Although during the Spring Festival, there was news that electric vehicles had insufficient battery life in the cold cities in the north, such as beijing's new energy taxis did not dare to turn on heating, and car owners who drove back to the northeast from the south for the New Year could not find a charging station after passing through Shanhaiguan, it is undeniable that in the past year, there has been a lot of good news in the new energy vehicle market.
As the representative of the most rapid development of the global automotive industry, China's new energy vehicles have not only greatly increased sales, with a year-on-year growth rate of 158%, but also significantly increased in market share and consumer recognition, and exports have doubled.
It should be known that China's automobile industry developed late, and in the early stage of reform and opening up, it wanted to introduce advanced cars, but it was frequently rejected by foreign brands. In the end, volkswagen accepted China's request for cooperation, and it was Santana that later swept China. More than 30 years later, the rapid development of China's automobile industry, especially the rise of new energy vehicles, has significantly improved the status of Chinese car companies in the world.
The proportion of new energy vehicles has increased, who is the leader?
Last year, new energy vehicle sales on the mainland accounted for 13 percent of total car sales, more than double the previous year's 5 percent, and the China Association of Automobile Manufacturers predicted it would reach 22 percent this year.
A considerable part of this is export sales, unlike the past main export of low-end models to Asia and Africa, with new energy vehicles, Chinese car companies have also opened up the situation in the European market, such as Great Wall Motors in Europe to sell new Euler and Wei brand models, Geely Automobile with the help of Volvo Car channels to open up the European market. The people who mocked Geely's acquisition of Volvo in the past should now punch in the face.
Such positive changes, thanks to a variety of factors, first of all, the price of new energy vehicles fell, Wuling Hongguang MINI EV's high cost performance is not to say, Tesla after the establishment of a factory in China, not only the production capacity is significantly increased, the price is also reduced to less than 300,000 yuan, becoming a strong competitor to BMW 3 Series, Mercedes-Benz C-Class cars.
Secondly, the appearance of new energy vehicle models has been improved. Unlike the ugly and ugly soil of a few years ago, today's new energy vehicles have improved a lot and have been favored by "face control" consumers.
In addition, the popularity of supporting facilities such as charging piles makes charging as convenient as refueling, and the cost of electricity is much lower than that of fuel, and the smoothness of noise and car acceleration also has advantages.
Under such internal and external conditions, many auto brands have seized the opportunity for development. Needless to say, the Wuling Hongguang MINI EV, which has sold nearly 430,000 units of a single model, is its biggest advantage. BYD's Han EV, Han DM, and Qin PLUS DM have achieved good results, and the total sales of new energy vehicles have reached 600,000 vehicles, which is definitely the light of domestic goods. The sales volume of GAC and Great Wall has reached more than 100,000 vehicles, and Weilai and Xiaopeng also have more than 90,000 vehicles.
Even Tesla, the superstar of new energy vehicle brands, is inseparable from Chinese manufacturing, Model 3, Model Y two models, Chinese-made sales reached more than 470,000.
For new energy vehicle brands, the balance between production and sales is very important, in the past, new energy vehicles due to the small production line, low production capacity, owners often have to wait for several months to get the car after booking, the consumer experience is very bad, which will also affect the willingness of other potential consumers to buy a car.
The global auto market is accelerating the reshuffle, and new and old brands are making efforts?
The production of new energy vehicles to keep up is an important factor in the increase in sales, and more importantly, charging is cheaper than refueling, which naturally has a strong attraction to consumers. But why are car brands flocking to it? The answer is environmental protection. Taking China as an example, in 2017, the state introduced a "double credit policy" to save energy and reduce emissions and promote the development of new energy vehicles.
The so-called double credit is the average fuel consumption point of THE CAFC enterprise and the nev new energy vehicle credit, which are managed in parallel. In simple terms, if the points do not meet the standard or fail to offset the negative points, they will face penalties, such as restricting the declaration and production of fuel-consuming models.
In the past few years, new energy vehicle companies such as Tesla, BYD, and SAIC-GM-Wuling have relied on hundreds of thousands of positive points to make veteran automobile companies such as FAW-Volkswagen and SAIC-Volkswagen look forward to their backs.
It is worth mentioning that the points trading between enterprises is allowed, but it takes hundreds or thousands of yuan to buy 1 point, resulting in an increase in the cost of negative points car companies. Either spend a high cost to buy points, or face model declarations, production restrictions, veteran car companies are in a dilemma, so they must seek change.
For veteran car companies, the way to "change" is to enter the field of new energy vehicles. In the second half of last year, Geely, Changan, Great Wall and other brands have launched hybrid models, Volkswagen's ID series is late but arrived, as for Toyota this time is completely behind, pure electric vehicle BZ series will be listed this year.
And bydir, Xiaopeng, Weilai and other brands that have taken the new energy vehicle early on, the speed of "change" is faster. According to the information released by various car companies, there will be a number of new models released this year, the price range covers less than 100,000 yuan to more than 500,000 yuan, for consumers who are ready to buy a car, from economic to high-end are covered, and the choice space is also relatively large.
In addition to the development of the upstream and downstream industries of new energy vehicle hardware production, software has also received a lot of attention, especially in automatic driving technology, Tesla, Volkswagen, Xiaopeng, Weilai and other cars have entered the game, and Baidu, Didi and other Internet companies are also eager to try, perhaps soon, autonomous vehicles will be all over the streets.
Don't look down on parts, this is an opportunity for The development of Chinese car companies
The rise of new energy vehicles has not only stimulated the development of China's automobile enterprises, but also provided opportunities for parts companies. In the past, the relationship between auto brands and parts companies was relatively fixed, and they preferred local suppliers, such as American car companies using American parts, German Volkswagen using European suppliers, even if these brands have come to China to build factories, China's auto parts companies have always lacked a little opportunity.
However, the new energy automobile industry has changed this pattern, such as BYD's core components from the whole vehicle to the blade battery, which has driven the development of many enterprises in the upstream and downstream of the production of new energy vehicles. Tesla, which has built a factory in China, selects suppliers based on the standards of enterprise cooperation, response and research and development strength, and Chinese companies have the opportunity to compete fairly with global auto parts suppliers.
Chinese companies are also developing in line with the trend, accelerating the replacement of imports by domestic production, such as the vehicle-mounted head-up display HUD that was dominated by Japan's seiki and Denso in the past, and the Chinese parts and components company Huayang Group has caught up with a market share of 24%, and has a competitive ability with Japan's seiki and Denso.
Moreover, the parts of pure electric vehicles are only half of those of fuel vehicles, and the versatility of each part is stronger, and the components such as software, chips, sensors, and batteries can be provided to different vehicle companies. In the past, the situation of repairing imported parts such as car repairs for half a month or a month will never happen again.
In general, the new energy vehicle market in 2022 will move in a positive direction, whether it is the forecast data of the China Association of Automobile Manufacturers or the efforts made by various car companies in research and development, production and sales, which have given the industry great confidence. However, for car companies, it is also necessary to think of danger in times of peace and take precautions, and the problems in front of them include -
The turmoil in the stock market and the development of the epidemic may affect people's incomes, which in turn may affect car purchase plans; the price increase and shortage of raw materials are also a dilemma that the automobile-related industry cannot get rid of for the time being; even the hidden danger of the volcanic eruption of Mt. Fuji may impact the parts companies at the foot of the mountain.
What kind of surprises will be brought by the Chinese auto market next, the market will be revealed one by one.