The transformation of the outlet and the window is sometimes not inevitable, just as the blue ocean and the red sea have no inevitable boundaries. Creating customers is everything. Reading and Mavericks' past two-wheeled electric vehicle experience in the new energy vehicle track is both an asset and a burden.
New forces of car-making, from flying pigs to wild dogs
Live like a wild dog. China's new car-making forces have been surging since 2014, and nearly 100 car companies that once gave up their spirits will only have a dozen remaining in 2022. From flying boar to wild dog, it only took three or four years, the change from the outlet period to the window period is too fast, looking back at the days when you can raise funds to build a car with pPT, I really admire the courage and boldness of capital to be a Hollywood producer.
It's hard to build a car. Upgrading from a two-wheeled electric vehicle to a four-wheeled electric vehicle seems to be easier than a real estate developer or mobile phone manufacturer who has never built a wheel, and at least has conquered most of China with two wheels.
But in fact, the two-wheeled and four-wheeled are fundamentally different creatures, and in terms of manufacturing lineage and internal logic, they are not as closely related as mobile phones and cars. Yes, I am talking about the "new energy intelligent car" that the new car-making forces say that they have to conjure up in seconds.
Let's not discuss Evergrande, Xiaomi, Huawei and Baidu, these real estate developers mobile phone developers Internet manufacturers and the first wave of car manufacturing in 2014 compared, either have money or technology or think that both, of course, the common feature is not built a car. On the other hand, from the track of two-wheeled electric vehicles trying to break through the upgraded Redding and Niuchuang, let us pay attention to a question, can we build a two-wheeler, can we build a four-wheeler?
Reading: The teenage pie of the old scooter
Reading is not Thor, nor is lei jun, but a Shandong car company that relies on low-speed electric vehicles and old scooters. This kind of car that looks like a four-wheeled car, because of low speed and low endurance, so the price is also low, between 10,000-30,000, and does not need to be licensed, once in small cities and towns and rural hot sales of the model, is commonly known as "old man music". Rely on low prices to meet the transportation needs of fourth- and fifth-tier cities and townships. In its heyday, Reading's "old man's music" also sold millions of vehicles.
Just like after the two-wheeled electric vehicle was "national standard", low-speed electric vehicles also ushered in the era of standardized supervision. Reading went from doing two-wheel electric to electric three-wheeler and four-wheeled electric, following the promotion of new energy vehicles by the state since 2009, but step by step stepped on the rhythm of policy. In 2018, Reading relied on the establishment of image exhibition halls for brand promotion and large-scale development, and made efforts to expand the market with four rounds of new energy products, becoming a large production capacity of Shandong car companies.
In 2018, Reading acquired Shaanxi Qinxing Automobile, in 2019, he acquired Sichuan Automobile Mustang, got the admission ticket to build cars, can justifiably produce new energy vehicles, from "old man music" to the camp of new car-making forces, and entered the 3.0 era of Reading car-making.
The Reading Mango is the mascot of the Reading 3.0 era. This new model launched in cooperation with MangoTai is obviously to rub a wave of Internet and social east wind, and to ask for directions to the young market. As a 4-door, 4-seat sub-entry-level electric vehicle with A00-class lithium iron phosphate batteries and a range of up to 300 kilometers, Reading has also found a benchmark for itself, moving closer to the design concept and marketing model of the Japanese K-Car.
The model is aimed at China's 600 million urban residents with a monthly income of less than 1,000 yuan, which is said to be 100 million vehicles. In this market, there are already Wuling Hongguang MINI from traditional car companies and new car-making forces, Great Wall Euler Black and White Cat, Chery Ant, leading T03 and Changan Ben E-Star, etc. Reading, who has stepped into the auto circle with one foot, is facing more complex and fierce competition than in the old man's happy era.
As a representative of grassroots car manufacturing, Reading has its own playing methods and channels and stores in the sinking market that it has explored in the era of low-speed electric vehicles, and also has the strength to sell vehicles with the help of high cost performance and does not rely on new energy subsidies, but the threshold of new energy intelligent vehicles is too high, and a batch of fallen car companies are on the road, Reading's reserves are obviously not enough to really enter this circle.
Thankfully, Reading's ambition is clearly not to fight a bloody road in the mid-range market with the new car-making forces that have already been listed, and its main competitor is Wuling MINI. Whether this hot-selling "national god car" is not a new energy intelligent car in the true sense is not discussed, but it is very close to Reading Mango in terms of price and positioning. For Reading, relying on low prices, sinking channels and services, as well as vigorously promoting brand upgrades, allowing the second- and third-tier or even first-tier young markets to refresh their image is a challenge in itself, which is more difficult than becoming a real smart driver.
The difference in market path, so that Reading can not fully enjoy the new forces of car manufacturing of various anxiety syndrome, if Reading does not toss in the intelligence competition, think of carbon emission points and other new energy benefits, but work hard to use their years of accumulation, to take care of the third and fourth line or even lower town family travel needs, relying on its more than 3,000 first-level terminal stores, more than 10,000 second-level terminal stores Channel advantages, focus on serving young people and families in the sinking market, and vigorously promote brand upgrading, It is not impossible to achieve the target sales of Reading 100,000 vehicles this year, 400,000 vehicles next year, and 600,000 vehicles in the following year.
After all, Reading's dream is to recreate an entry-level category in addition to the existing car sales pattern, with a low purchase threshold and a huge potential user scale, and it is also a way to subdivide and meet the needs. Reading mango 100 days since the listing, the full order has reached 20387 vehicles, is the old man talking about juvenile madness, or injecting new vitality to rejuvenate youth, Reading needs a little thunder power.
Niu Chuang: Li Yinan's self-travel and unfreedom
Contrary to Reading, Niu Chuang (Maverick) and Li Yinan's four-wheeled electric car road may be more difficult.
The pattern of China's new energy vehicles has begun to take shape, the leading Tesla, domestic BYD, Li Xiaowei, as well as Nezha, zero running, plus micro-electric Wuling Hongguang, etc., forming a first, second and third echelon, occupying most of the total sales of new energy vehicles. This is the survivor after round after round of brutal capital and market battles, each contestant not only has to defeat the opponent but also defeat himself, and capital and technology have become a nightmare on this hot land that makes countless people's blood boil and eclipse.
No company dares to say that it is not bad money in the development and manufacture of new energy vehicles, Tencent Ali Apple can not, Tesla has come to the present nine deaths, capital is the first priority, raising money has become Musk's housekeeping skill.
Although Tesla has arrogantly opened up patented technology to promote the development of the new energy vehicle market with the attitude of a leading pioneer, it has also led by example in the front to clear the way, and the late entrants who have saved sky-high R&D investment and pit planting costs still can't avoid the big pit of burning money.
Li Xiaowei landed on the US stock market in order to raise money from the capital market to avoid a shortage of food - this embarrassment that could occur at any time is enough to bankrupt hundreds of tons of players who have thrown money to build cars, and the fact is so bleak. Blindly entering the car industry can also accelerate the thunderstorm of enterprises, such as Evergrande. After a few years, full of devastation, now in addition to the hesitant and dare not transform into a large traditional car company that slowly tests the waters, few Internet companies dare to be martyred as before.
At this time, Li Yinan with niu chuang "self-touring home" declared the official entry, and his two old owners have also become the Internet car-making forces Yu Yong, although the self-touring family will be listed in September 2022 before Xiaomi Jidu and Huawei concept cars, but the situation may not be optimistic, although the last few Internet companies in the "car-making" matter, not as "experienced" as Li Yinan.
NIUTRON's first model is a medium and large SUV, there are pure electric and extended range two sets of powertrain, body size 4915 * 1962 * 1745mm, the size is between ES8 and ES6, as a product polished for three years, its configuration is not low, there is no lack of highlights. Li Yinan described his first car as follows: "First of all, do not define its user groups and age groups, can make some users proud to have this product, is what we are most concerned about", about the advantages of self-tourism that everyone is most concerned about compared with other new car-making forces, Li Yinan replied "To be honest, I really can't say it."
It sounds pretty fanciful and free. Perhaps Li Yinan is consuming the aura of "technology star" on his head, believing that with his own hot spots, he can make the self-traveling home become a big IP, and everyone will be loved as soon as he is born. Or maybe he is quite Buddhist, let go, three years of a whole car, he looks at it and gets by, throws it into the market so that everyone wants to buy it, and the willing person is hooked. This can be said to be a bit of a wayward behavior, behind which is Li Yinan's self-confidence, or humility?
In fact, behind Li Yinan and Niu Chuang's seemingly casual fate is their deep understanding of the new forces of Chinese car manufacturing. Like Li Xiaowei, the ox creation car is a typical light asset, through the procurement of mature products in the supply chain, and then assembled later, the difference lies in the design and operating system. In addition to a small number of parts and vehicle body structure is produced by itself, niuchuang does not have the production and manufacturing capabilities in the three major system components of the automobile battery, motor and electronic control core.
Li Yinan leased the Mahayana Science and Technology Industrial Park in Changzhou, just a few tens of kilometers from the ideal Changzhou factory. At this 770,000-square-meter automobile manufacturing base, which is said to have an annual production capacity of up to 180,000 units, Niuchuang basically launched its first model by assembling parts and commissioning complete vehicles. In terms of software, Li Yinan also did not particularly emphasize that he has unique innovation or core technology, automatic driving is not the selling point of self-tourism, for such a car that has no special advantages compared with other new car-making forces, then the only thing Li Yinan can rely on is his own personal appeal.
Li Yinan's advantage is that he is in the investment circle himself, his network resources are quite rich, and he is also a person with a story, and it is easier to say a script that convinces investors. It's just that the myth of the maverick's stock price has almost become a bubble, and the car-making outlet has become a ghost door, how to convince investors to believe that the bull has an extraordinary future again, most of which depends on the performance of the self-traveler in the market. Perhaps this SUV, which looks quite cute and has a tough style of off-road vehicles, can capture the hearts of some urban youth who like to travel in the style of online games, and win a place in the customer base of several other new forces.
Two wheels become four wheels, and the car industry does not believe in myths
From the car-making path of Reading and Niuchuang, it can be seen that the collective anxiety of the two-wheeled electric vehicle industry, if it does not rise, it will be rolled up and eliminated, and capital and the market force manufacturers to constantly find breakthrough rules. Reading believes that he can become the "third pole" of the new energy car-making force, eating the county-level township-level market by upgrading low-speed electric vehicles, and setting up a Japanese K-CAR benchmark for himself. Under the trend of continuous opening up and continuous standardization of new energy vehicle policies, this market sales volume and potential users are not a big problem, and the biggest challenge faced by manufacturers like Reading who enter the car industry from the bottom up is the upgrading of brands and cognitive conversion.
Niu Chuang from the intelligent two-wheeled electric vehicle of The Calf upgraded, with the help of the founder Li Yinan's own topic and resources, and strived to complete his car-making dream, and occupied a certain advantage in the mental cognition of the brand and customers. However, the new energy vehicle market is obviously far more complex and dangerous than the two-wheeled electric vehicle market, and the difficulties faced by Niuchuang are not only funds.
Although Li Yinan is full of confidence, the intelligent standards of two-wheeled electric vehicles and new energy vehicles are far from the same thing, and the experience of The Maverick is not so easy for Niuchuang to become an expert player smoothly. The mass production of new energy vehicles is very difficult, and most manufacturers have died of funds and collapsed in mass production. This depends not only on technology, but also on the fierce competition of major manufacturers in the supply chain, all supported by orders, sales and delivery. Relying on leasing and assembling cars to build cattle, there is no inevitable certainty that self-touring home can become a product that is on the market, and there is no necessary confidence to rely on orders and sales to obtain funds and mass production freedom.
conclusion
The transformation of the outlet and the window is sometimes not inevitable, just as the blue ocean and the red sea have no inevitable boundaries. Creating customers is everything. For Reading, a thorough understanding and understanding of his original and potential customers, so that the product can fully meet the needs of customers, is the way to upgrade.
Peter Durac says that in times of change, the first priority of any growth strategy is to systematically abandon the past, coupled with systematic pooling of resources, which is worth the taste of Cattle Creation and Reading.