Under the continuous promotion of the "double carbon" strategy, the development momentum of new energy commercial vehicles is rising day by day. The just past national "two sessions" also released a clear signal of "continuing to support the consumption of new energy vehicles", bringing the gospel to the continued growth of the new energy commercial vehicle market in 2022.
It is foreseeable that as the new energy logistics vehicle in the largest segment of the new energy commercial vehicle market, it may usher in greater development opportunities in 2022. This, of course, includes electric light trucks, which account for the largest share of the new energy logistics industry.
It is worth mentioning that the official implementation of the new regulations for blue light trucks on March 1 this year will have a certain impact on the traditional light truck market, and many manufacturers will focus on the electric logistics light truck market encouraged and supported by the state in order to seize more market share. In 2022, the electric light truck track will be more hot and the competition will be more intense.
However, at the same time that electric light truck logistics vehicles have become a new blue ocean of rapid growth, its terminal market is still facing many pain points.
According to the electric card observation and survey, many end users of electric logistics light trucks still have many concerns, mainly reflected in the products sold by the merchants and the application scenarios of the customers, and the manufacturer's supporting service guarantee is not perfect. So, how can electric logistics light truck manufacturers solve the pain points of customers and win more shares in the market competition?
First, the pain points of electric logistics light truck end users
First, when buying a car, the selected vehicle sometimes does not match the scene of your own application.
At present, when some customers choose to buy electric logistics light truck vehicles, some manufacturers often do not analyze the specific application scenario characteristics of customers in order to sell more vehicles, and sell to customers at will. Customers often listen to the "flickering" of the manufacturer's marketers because they are not very professional, and as a result, the purchased vehicles do not match their actual application scenarios, making many customers dissatisfied in vehicle operations, resulting in reduced operational efficiency and affecting the economic benefits of customers.
The second is the lack of service guarantee for the whole life cycle of end-user vehicles.
At present, there are still many manufacturers who still stay at a single level of vehicle sales only to the market.
According to the contact between the electric card observation and some electric logistics light truck end users, it is understood that the current user is most concerned about whether the vehicle can meet the high-intensity transportation scenario, which is completely different from the daily use characteristics of passenger cars. Electric logistics light truck vehicles are the tools that customers use to make money to support their families, often around the clock, and the use intensity is high. As a profitable means of production, once the electric logistics light truck vehicle cannot keep up with a certain link of operation, the user has to bear the direct economic loss caused by the interruption of transportation capacity.
At present, many manufacturers lack guarantee services for the whole life cycle of end users' cars, which brings customers a greater sense of insecurity in terms of car use. In particular, at present, there are more cars and less goods, and the phenomenon of rolling in the freight market is serious, and end customers pay more attention to the guarantee services of manufacturers. Because to a certain extent, the manufacturer's guarantee service is done well, and the competitiveness of customers is stronger.
The third is to worry about the problem of asset disposal in the later stage.
Due to the rapid decay of the power battery of the electric logistics light truck, the depreciation of the vehicle after a period of use is usually relatively large, and the end customer has certain concerns about this when buying a car.
After the electric logistics light truck vehicle is purchased into the hands of customers, it often takes less than a few years to reduce the vehicle's mileage due to battery decay. In this case, in order to make better money, the customer may want to sell the old car in his hand to change to a new car. But what if the old car cannot be listed and circulated and smashed in its own hands? This has become a major heart disease for some customers when purchasing electric logistics light trucks.
Fourth, in 2022, the subsidy for electric logistics light truck vehicles has declined sharply, and the price of the car may be higher, and it is worried that buying a new car may have to pay more "silver".
According to national policies, the subsidy standard for new energy vehicles in 2022 will be reduced by 30% on the basis of 2021; urban buses, road passenger transport, rental (including online car-hailing), sanitation, urban logistics and distribution, postal express delivery, civil aviation airports and vehicles in the field of party and government organs that meet the requirements, the subsidy standard will be reduced by 20% on the basis of 2021, which will undoubtedly bring pressure to the cost of electric light trucks for sale this year.
On the other hand, the rise in raw material prices has also made the price of vehicles begin to climb, and under this circumstance, the purchase cost of customers may be higher, and customers have felt that the price of electric logistics light truck vehicles is higher than the traditional price of fuel. If you want to buy a new car this year, customers are worried that they may pay more "silver" than before, not to mention that the current freight market is still "bad", and it is not easy to make money.
Second, in the face of customer pain points, how to deal with electric logistics light truck manufacturers?
First of all, it is necessary to carry out a fine layout of electric logistics light truck products, guide customers to choose the most suitable model for their application scenarios, and help customers improve profitability.
Electric Card Observation believes that product strength is a weapon for competitors to win the market. According to the customer's specific variety of different application scenarios to fine layout of the corresponding series of products, so that customers can choose the most suitable product model, which itself can reflect a strong product force.
For example, Geely Commercial Vehicle, which has recently been the champion in the sales of electric logistics light trucks, has performed very well. Geely's long-range pure electric logistics light truck model E200, sales soared from more than 700 in 2020 to 3634 in 2021, which can be said to be "overwhelming". In addition to the strength of the product itself, the fine layout of this series of models has also brought a clear competitive advantage to Geely's long-range vehicles.
In particular, Geely's remote plug-in hybrid RE500 will sell nearly 1,000 vehicles (996 units) in 2021, a year-on-year surge, and it is also the industry's best model in the field of plug-in hybrid animal flow light trucks.
Specifically, when Geely Remote Automobile listed the electric logistics light trucks of the 2021 Xingzhi series, it classified all the pure electric logistics light trucks as The Xingzhi series products and classified the H7E, G7E, and E200 as an array. These series of products can be suitable for a variety of different scenarios in the urban distribution market (including whether the distance is medium distance or short distance, there can be a variety of different mileage, cargo box size and different battery power for a variety of different customers to choose).
At the same time, Geely Remote also unified the naming management of plug-in hybrid vehicle companies in electric logistics light trucks, so that consumers can have a clearer goal when choosing a car. For example, when the end customer may be worried about the non-reach of the pure electric logistics light truck due to the long mileage, it is recommended that the customer choose the plug-in hybrid model RE500 (the mileage of this model can reach 500 kilometers), which helps the customer solve the problem of insufficient mileage that may exist in the operation.
The fine layout of the product can meet the needs of customers in various application scenarios to the greatest extent, so that the direction of customer selection is very clear and specific, especially for some unprofessional customers. Because the corresponding models are accurately selected according to their own application scenarios, it not only avoids the phenomenon of "big horse-drawn carts" and "small horse-drawn carts", but also minimizes the cost of customer vehicles in operation and improves the profitability of customers, which is equivalent to helping customers solve another major "pain point".
In short, electric light truck manufacturers can only guide customers to choose the most suitable models for their application scenarios by making the product layout more refined and the division of labor more clear, helping customers make more money and making customers more satisfied.
Secondly, electric logistics light truck manufacturers can help customers solve pain points through innovative distribution models.
At present, manufacturers are "diversified" in the sales methods of new energy logistics vehicles, and many new energy logistics vehicle companies have set up their own transportation service companies to provide all-round guarantee services for new car owners and drivers, so that car owners and drivers can reduce market competition pressure and worries after purchasing a car.
At the same time, some manufacturers have also increased the transaction of second-hand vehicles of electric logistics light trucks, providing market circulation services for old cars that have been operated for many years for customers, so that the customer's vehicle residual value can be realized in a timely manner, and also solves the problem of difficulty in changing cars for the main driver of electric logistics light trucks, eliminating a major concern of customers about "old cars cannot be handled". This has undoubtedly played a positive role in stimulating the incremental market growth of electric logistics light trucks in 2022.
Third, electric light truck manufacturers can implement the model of "renting and selling" and "financial personal loan" to end customers to solve the pressure of customer survival.
According to the electric card observation, the model of "renting instead of purchasing" has been practiced in Shenzhen for a long time. The subsidy amount in 2019-2020 has been very small, and it is difficult to make a profit by using pure rent, and most of the new cars in the Shenzhen market have adopted the form of "renting on behalf of purchasing" and financial personal loans. In this process, the influence of car companies in distribution channels has increased. It's just that most of the local dealers do it.
However, electric card observation believes that in the 2022 electric logistics light truck market competition, car companies can also operate this business model by themselves. Car companies operate by themselves, which can not only reduce channel costs, but also improve the efficiency of direct communication with customers, win the trust of more customers, and thus expand their share.
It is believed that with the continuous deepening of the "rent-to-buy" model, electric logistics light truck manufacturers lease new energy logistics vehicles to the driver at appropriate rental prices, and after the agreed lease time, the vehicle returns to the driver. This method, combined with capacity services, can reduce the pressure on electric logistics light truck drivers, and under the premise of model homogenization and expensive price, it can promote the increase in sales of electric logistics light trucks in 2022.
Finally, manufacturers should increase the after-sales service for customers and reduce customers' worries.
At present, there are still some problems in the quality of electric logistics light truck products, such as the instability of battery quality and the poor condition of the car. With the continuous addition of young logistics truck drivers, the need for individuality has also begun to appear. Therefore, manufacturers should further improve and strengthen the after-sales service system, and achieve more timely and efficient after-sales service.
The electric logistics light truck market will continue to "explode", car companies and sales manufacturers must understand the current situation of end-user use, seize this once-in-a-lifetime opportunity, produce and sell vehicles that meet customer needs, and continuously improve the level of after-sales service.