The overseas outpost of China's new energy brand, going to Norway is a relatively correct choice.
Is it that chinese new energy brands that have gone to Norway or even Europe can be better developed and recognized in that land? The answer is clearly no, at least not for now. In February this year, Lantu also landed in the Norwegian market, becoming the sixth Chinese new energy brand to enter the European market.
With the European admission ticket, why have the good products sold in China not yet recognized by the European market?
The current situation of Chinese brands in Norway, can not sell modern?
There are many Chinese new energy brands that have entered the European market, such as Weilai, Xiaopeng, Lantu, BYD and SAIC, which have entered the European market and started sales. Even with the diversity of brands and products, Chinese brands do not have a special preference in Norway or even in Europe.
In January's Norwegian sales list, the Audi Q4 e-tron became the best-selling product, delivering a total of 643 units; the Chinese brand Hongqi EHS9 ranked sixteenth, with sales of 175 vehicles. In the list of the top 20, the products of Chinese new energy brands have and only one Hongqi EHS9 is on the list, and the remaining brands mentioned above do not appear in the list.
The 20th in January sales was the Volkswagen ID.3, with 125 units sold. In other words, the sales of the remaining Chinese brand new energy products are less than 125. The same is true in February's sales charts, with Hongqi remaining the only brand to rank in the top 20 with sales of 204 units, ranking eleventh.
Is there something wrong with it? Compare the models launched in Norway by Chinese brands and other brands.
Weilai's full range of products are listed, Xiaopeng G3, Xiaopeng P7 and Hongqi EHS9, etc., the price of these products is between 400,000-700,000 crowns (Norwegian currency), about 280,000-490,000 yuan. Compared with the hot-selling Hyundai IONIQ5 (480,000), Skoda ENYAQ (370,000), nissan LEAF (210,000), there have been some deviations in the pricing of China's auto products and the main technology, luxury direction and market demand.
In January and February this year, there was no information about the sales of Tesla Model 3 and Model Y in the European market, due to capacity issues, and new cars are expected to wait a long time. In this way, Hyundai IONIQ5 can become the first place in Norway's February sales list, and Hyundai IONIQ5 has given the market a satisfactory answer in terms of space and mileage. In addition to Skoda and Nissan, there are relatively low prices under the endorsement of the brand, which makes it popular in the Norwegian market, even if there is no voice in the domestic market, but it can always appear in the top ten of the Norwegian new energy sales list. It is not that the expensive new energy vehicles in the Norwegian market are not bought, and users with high spending power pay more attention to brand value. The BMW iX has already sold for 1,037,600 crowns in Norway, and sales in February were 425 units, ranking second in the sales chart.
Tesla was successful in Europe, what did it do right?
In the Norwegian and even European markets, the best-selling new energy products are still Tesla. In 2021, although the overall new energy sales in Europe are at the top of Volkswagen's 124,000 units, in 2021, Volkswagen barely suppressed Tesla's sales of 115,000 vehicles in Europe.
But the first best-selling model in Europe is still tesla Model 3, many people should have the same question, in the European market that values brand background, quality control and high cost performance, why can Tesla, which is also a start-up, occupy the top of the sales list? I personally believe that although the Tesla brand is also a new car manufacturer, its influence in the world is now no less than that of Volkswagen and Toyota, which are old large car manufacturers; the two models of the brand also have a high cost performance, and the German factory will soon be put into production, and the production capacity, cost performance and waiting for the car cycle will have further advantages.
What should China's new energy brands do to create the global influence of the brand by copying Tesla's development route?
The cost of this development path is too high, and there are still a few that can be achieved by Chinese brands at present, which can be regarded as long-term planning. Also, copy the domestic route to the European market? It may not be possible, because the user perception and consumption habits of different overseas markets are very different, and it is necessary to match the marketing plan supporting it.
From two perspectives, the first Chinese new energy brand in the domestic development of good, high sales, high degree of technological development, which is obvious to all; second, China's new energy products this set of successful routes in the European market, the lack of brand endorsement, technical degree (automatic driving, software, interaction) although high but localization still need time. So what are the most cost-effective, short-term effective approaches? Through the rapid iteration of OTAs, strengthening the landing of localization functions is the most important development direction of Chinese brands at present, that is, to achieve price and function matching.
summary
We currently see China's initial innovative car manufacturing enterprises, in the lack of brand accumulation and high cost performance, landed in the European market, at this stage, may not have too good income or the overseas market situation is far inferior to other European domestic veteran enterprises such as Renault, Volkswagen, which is completely opposite to the domestic market situation.
The above information shows that the consumption habits and consumer cognition of the European market and the domestic market are completely different, and it is easier to understand if it is not favored, but it is difficult to accumulate the development path of enhancing brand influence at low cost and rapidly. At present, some of the soft needs in the technology and services that we respect in China have not gained obvious advantages overseas, as long as we continue to do a good job in the functions, supporting facilities and services for the local market demand, we will eventually exchange for the share of the European market.