Monthly sales of more than 10,000, the total amount of delivery into the first echelon, pure electricity market among the top ten... After laying a relatively broad market foundation, Nezha Automobile believes that it is time to "enter the city" and "go to the sea".
A few days ago, Nezha Automobile held a media communication to summarize the achievements of Nezha in the past and look forward to the next development direction. It is understood that in 2022, Nezha Automobile will open up the high-end market by launching a new car Nezha S around the new car platform "Shanhai Platform", in addition, Nezha also proposed a globalization strategy to successfully "go to sea".
Nezha Automobile said: "Nezha Automobile is like bamboo, which has experienced several years of accumulation before ushering in explosive growth. The final data also proves that Nezha Automobile has drawn its own 'Nezha curve'. Consumers have also transitioned from the brand recognition period to the brand reputation period of Nezha Automobile. ”
"Entering the city": Nezha S attacked the high-end market
While rolling out the sales market, an important task of Nezha Automobile at present is to enhance the brand image.
Nezha Automobile ushered in explosive growth in 2021, with a total delivery of 69,674 units, delivered more than 10,000 units for two consecutive months, standing in the first echelon of new forces, an increase of 362% year-on-year, 2 times the overall growth rate of the new energy automobile industry, becoming the fastest growing new energy vehicle brand in 2021; in the pure electric passenger car market, ranking 10th among Chinese car companies, compared with 2020, advancing 4 places.
It is worth mentioning that not long ago, Nezha Automobile had the news that it would be listed on the Hong Kong stock market. Although the news has not been officially confirmed by Nezha, the new car-making forces seeking to go public to "return blood" is an inevitable choice to maintain their long-term development.
As far as the current Nezha Automobile is concerned, due to the broadening of the entry-level market through products with a fairly high quality-price ratio in the early stage, it has contributed to the current strong incremental market performance. However, as far as landing in the capital market is concerned, Nezha may need higher bicycle profits and brand premium levels to enhance its comprehensive strength.
Nezha Automobile said: "The so-called 'going to the city' is that the product is up, the brand is up, and the target market is up. We must not only enter the core city in the geographical sense, but also enter the mentality of the mainstream consumer population in the core city and enter the core camp of the intelligent track. ”
It is understood that in 2021, Nezha Automobile and pure electricity will account for a similar proportion of individual users in first-tier, new first-tier and second-tier cities, 59% and 64% respectively.
Nezha Automobile said: "In 2022, the first model of the Shanhai platform we will focus on building, Nezha S, and our advance layout in technology, products, services, channels, talents, etc., which will strongly support Nezha Automobile to enter the first- and second-tier markets." ”
It is understood that Nezha S will be listed this year, and this model is the first model from Nezha Automobile's new car-making platform "Shanhai Platform".
Nezha Automobile said: "There is no doubt that for us, the Nezha S is the most important model in 2022. Nezha S is first of all a very important fulcrum for the brand to be new, and it is also the first landing model of the Shanhai platform. At the same time, the timing of the product's launch is opportune. Because we can see the growth rate of the pure electric B-segment car market in the entire B-segment car market, it will also enter a more rapid growth stage in 2022. ”
According to the data, in 2021, the sales volume of B-class passenger cars was 4.584 million units, and the sales of B-class new energy vehicles were 1 million units, with a penetration rate of 21.8%. Among them, the market penetration rate of B-class new energy sedans was 19%, with sales of 497,000 units, an increase of 126% year-on-year, and pure electric models accounted for 87.5%.
At present, the proportion of individual users of Nezha automobiles in the new first-tier, second- and third-tier cities is higher than that of pure trams as a whole, up to 90%: 79% of the new first-line Nezha cars, 68% of pure electric vehicles as a whole; 76% of the second-line pure electricity, 82% of Nezha Automobile; 85% of the third-line pure electricity as a whole, and 90% of Nezha Automobile.
In addition to a good market atmosphere, Nezha Automobile believes that Nezha S has both pure electricity and extended range power mode, which is also needed by the future market.
Nezha Automobile said: "We think this year will be a year of increased range or hybrid models. This year WEY was listed in Sanya, and last year BYD DM's entire product outbreak represented a very interesting phenomenon: it was originally pure electricity and oil vehicles, and now everyone is starting to find some intermediate routes. Taking the extended range as an example, fuel vehicle products have natural shortcomings in doing intelligence, but they want to enjoy intelligent cockpits, intelligent driving and other intelligence, and do not want to bear endurance anxiety. In this case, the extender is a good choice. ”
"Going to sea": from Southeast Asia to the European Union
Recently, major new car-making brands, including Chinese brands, are carrying out overseas layout. For overseas markets, Nezha Automobile also has its own choice of overseas routes.
The first step is to start entering the Southeast Asian market with Thailand as the entrance.
Nezha Automobile said: "In September 2021, at the ASEAN Expo, we officially announced the first right-hand drive model, which was unveiled for the first time at the ASEAN Expo, and the information related to Thailand We will make the first appearance of the Nezha automobile brand in Thailand at the Thailand Auto Show in March, officially debut in Thailand and then enter the ASEAN market." ”
In recent years, ASEAN countries have introduced a series of supporting measures and strategic plans for the development of new energy vehicles, creating conditions for foreign enterprises such as Chinese enterprises to open up local markets.
The Thai government has set a target of at least 30% of the country's electric vehicle production by 2030; the Malaysian government has announced that it will grant electric vehicle tax incentives from fiscal year 2022; the Philippine government has eliminated import tariffs on all components of electric vehicles; and the Singapore government has announced that it will increase the number of electric vehicle charging points from the original set of 28,000 to 60,000 by 2030.
"ASEAN countries are paying more and more attention to the development of new energy vehicles, China has advanced technology and perfect industrial chain in this field, and more and more Chinese new energy vehicle companies are entering the ASEAN market, which will provide a more diversified and higher technology car brand choice for the local area." The vice president of the Federation of Thai Industries, Britcha, said.
We see that it is not only Nezha Automobile that values the ASEAN new energy vehicle market, at present, in the ASEAN region, Great Wall Motors has been operating in Thailand, Brunei, Laos, Myanmar 4 markets, and will officially launch normal operations in Malaysia, Vietnam, the Philippines, Singapore and other markets this year.
In addition, SAIC MG MG (Thailand), SAIC-GM-Wuling (Indonesia), Geely Proton (Malaysia) have invested in the local factory, Dongfeng (Lantu), Changan, Chery and other Chinese brands are also actively "preparing for war".
In the second step, Nezha S attacked the EU market.
Nezha Automobile said: "In the EU market, this entry into the situation is now also in the preparation, Nezha S is also expected to enter the EU market as the first model, so now Nezha S the entire listing preparation is actually two-line parallel, one is listed in the domestic market, the other is listed in the EU in the European market." ”
In 2021, with the support of EU government incentives, the number of people choosing new energy vehicles in Europe increased by 39.7%, and the number of new energy vehicle registrations reached 852,933.
Nezha Auto Hu Haotian said: "We have the ambition to go to sea, we have designed a five-star standard according to CNCAP, but also meet the five-star standard of European regulations, and more importantly, we have done a better lightweight treatment while ensuring the safety and steeliness of the body." ”
Challenge: How to improve the brand image?
Through the construction of early products and channels, Nezha Automobile, which sells more than 10,000 yuan per month, has obviously laid a certain market foundation. However, whether it is for profit or long-term sustainable development in the future, enhancing brand image is an inevitable choice. And Nezha Automobile also believes that it is now time for "the countryside to surround the city".
However, how should Nezha Automobile use the Nezha S model to occupy a place in the high-end market? How to enhance the image of your brand in the eyes of consumers?
"Indeed, in the past sales of our largest proportion is Nezha V," Nezha Automobile said, "but in fact, I think we should pay attention to two points: First, we should pay attention to a figure, in the 100,000 unit sales achieved on January 8 this year, 80% of the sales were completed in the past 15 months." This means that the brand recognition and positioning of Nezha Automobile are not fully solidified. After the listing of Nezha S, through accurate crowd positioning and product strength, if it can reach the B-class pure electric car segment of the user, the amount will be pulled up. ”
"The second point is that in addition to the product itself, we must also find users. Our users should be in first-tier cities, and the proportion of new first-tier cities will be higher, so our important work this year is the upgrading of channels. We launched the Channel 3.0 program, in important first-tier cities and quasi-first-tier cities have a new brand image, brand image terminal can meet the Nezha S sales and user services, for users, to provide products, services. Nezha S will be delivered at the end of the year, which will be a very important work for us this year. ”
With the change of thinking of market consumption, the mode of marketing communication of automobile brands should also change. Che Yunmei believes that, first of all, a brand will form brand recognition after a growth process, in this process, whether it is about brand or culture, the real gun is the product itself.
Since Nezha S is positioned and high-end, it should be disseminated around the characteristics of technology and products themselves. Just like BYD's blade battery, it has pulled its overall product level through the evolution of a core technology alone.
At the same time, we should also pay attention to the nature of consumption upgrading, and the user's consumption is transforming from functional experience to emotional experience. If the purpose of brand marketing in the previous stage is only to build brand recognition, then, at this stage, the ultimate meaning of brand upward is to create products and services that meet the user's psychological expectations.
In addition, if you want to take the high-end product route, you should pay more attention to the marketing operation of users. Connect people, cars, and lives, so that the owner's main consciousness is stronger, and the brand and product are more recognized.
In addition, the needs of a new generation of consumers are also biased towards personalized, diversified experience, users themselves will do operations, develop model reputation, the car has evolved into an important carrier with social attributes, is a symbol of user personalization. In the marketing process, making product descriptions and telling brand stories can resonate with users. Establishing a user-centered marketing model is the key for enterprises to win market competition and help brands rise.
At present, the focus of automobile consumer experience is on cars, services, digital experiences and lifestyles, the core competitiveness is the whole experience, and the focus of the industry has become the user. How to improve the user's full life cycle and full-scene experience is the direction that Nezha Automobile needs to work hard to reshape its brand image later. It can even be said that the improvement of consumers' sense of experience is a prerequisite for brand upwards.