SAIC-GM-Wuling is indeed an enterprise that can create miracles at any time.
As early as twenty years ago, Wuling used a Wuling Light to open up the competition in the micro-surface market, and the subsequent Wuling Hongguang, which appeared later, was the champion of the MPV market segment for many years.
A generation of national god cars, it is indeed worthwhile!
At the advent of the new energy era, SAIC-GM-Wuling launched the Wuling Hongguang MINI EV in a different way, with a low price and low-cost positioning, quickly in the field of new energy rolled between intelligence and mileage.
In just a few months of listing, it quickly became an Internet celebrity product in the market.
Just like the situation that The light of Wuling led to the development of short heads and micro-surfaces, and the rise of entry-level MPV driven by Wuling Hongguang, the emergence of Wuling Hongguang MINI EV also allowed traditional car companies to see a glimmer of hope for a breakthrough.
Therefore, the model of Wuling Hongguang MINI EV has been quickly copied by major enterprises in recent times, creating a large number of Wuling Hongguang MINI EV.
According to incomplete statistics, the products currently put on the market along the model of Wuling Hongguang MINI EV include Chery QQ Ice Cream, Fengguang MINI EV, Baizhi Big Bear, Lingbao BOX and so on.
Among them, the most eye-catching is the similar products launched by traditional automobile companies, such as Chery QQ ice cream and Dongfeng Fengguang MINI EV.
The two basically reproduce the image of the Wuling Hongguang MINI EV in the body configuration, and the difference is only in the design of the details. According to various sources, there are still many traditional automobile companies that are developing similar Wuling Hongguang MINI EV.
It can be said that in a year, MINI EVs will be everywhere. So what is the market logic of Wuling Hongguang MINI EV's popularity?
Indeed, in the field of electric vehicles, Wuling Hongguang MINI EV has the ability to independently market launch.
At this stage of pure electric vehicles, no matter how advanced the technology is, how advanced the intelligent equipment is, it is always out of the circle of the city.
The charging time and efficiency of use determines that electric vehicles can only be integrated into the fast-paced urban life, as part of the city's reinforced concrete.
What is not the endurance anxiety, until the realization of the three-minute full charge of the technology, the range anxiety of electric vehicles will always exist.
The smartest part of The Wuling Hongguang MINI EV is that it has chosen to accept the shortcomings of electric vehicles in the current stage of application and cannot leave the city to survive.
On this basis, the pain points of urban transportation demand have been fully clarified, and a small body, flexible body shape and extremely low price have been used to realize the real transportation tool.
The characteristic of tooling is that the cost of use is low, and it will not hurt if it is broken. To use a very apt phrase to describe it, high-end old man music, yes, old man music.
Since the millennium private car consumption became the mainstream consumption of the automobile market, China's private car consumption has not really entered the stage of instrumental consumption, which can be seen by looking at how many stores in the auto parts city are still covered with crystalline paint.
Although in recent years we have been talking about the light assetization of cars, for a family car consumer, buying a car at a price of more than 100,000 yuan is indeed to be carefully cared for.
But Wuling Hongguang MINI EV, will not be like this, less than 30,000 yuan of the starting price, not even compared to a high-end game computer, asset-light attributes are magnified, buy a try is not a difficult choice.
Ordinary city dwellers can buy one for a few months' salary, and it is not painful to use it, which is the real realization of the attributes of the tool - will you feel pain and blame yourself for the broken screwdriver in your house?
Instrumentalization, this is the market logic of Wuling Hongguang MINI EV. For people who are in the trouble of grabbing parking spaces and traffic jams every day, such a small car is really an efficient commuting solution.
Even, it can not be considered a serious car.
However, Wuling Hongguang MINI EV can attract the attention of the traditional automobile industry, not this can sell a lot of market logic, from the perspective of business model, Wuling Hongguang MINI EV is not a high-profit product, small profits and high sales, not suitable for all automobile companies.
What really attracts traditional auto companies is the industrial logic behind the Wuling Hongguang MINI EV. So, what is the industrial logic of Wuling Hongguang MINI EVs?
A few years ago, in order to further promote the energy conservation and emission reduction of automobile enterprises, the mainland formulated emission regulations and average fuel consumption regulations that are stricter than any country in the world, and used a double credit system to limit and restrict the development of high-energy products by traditional automobile enterprises.
This move now seems very fruitful, and the natural suction of large displacements has become a thing of the past, replaced by small displacement turbocharging.
However, with the tightening of policies and regulations year by year, small displacement turbocharging has been unable to solve the problem of average fuel consumption, coupled with the hard indicators of double integration, forcing traditional automobile companies to develop pure electric vehicles to level the points.
The electric car that has been exposed many times in the past is for this point. Because electric vehicle points can be bought and sold, Tesla sells electric vehicle points every year, and the profits are faster than the profits it earns when it buys cars.
Since this is the case, wouldn't it be more fragrant to develop one yourself?
The double points policy does not matter how expensive your car sells. Therefore, for automobile companies, the rapid release of low-cost and low-cost electric vehicles is the most in line with the core interests from the perspective of business logic.
This positioning of Wuling Hongguang MINI EV is most in line with the operational needs of traditional automobile companies in order to integrate.
On the one hand, the cheap price can allow this type of model to have a certain sense of presence in the market, from the mouth of the Wuling Hongguang MINI EV to grab so much overflowing market share.
On the other hand, the low cost of R&D and production also ensures that auto companies can quickly produce a sufficient number of new cars to level the demand for double integration.
Taking 10,000 steps back, even if it can't be sold in the market, setting up a travel company to sell the left hand and running empty with the right hand will have a much lower cost of funds.
——The inventory of 10,000 units is only two hundred million, and this money can be afforded by any automobile company. Compared to buying points, this price is much cheaper.
It is understood that in 2021, the price of double integrals has reached 3,000 yuan / point, the production of a pure electric vehicle, the mileage reached the specified number of kilometers, that is 3.2 points, if the 100 kilometers of electricity consumption can still meet the conditions, it can also be multiplied by 2, that is, 3.84 points.
In this way, just by integrating, a Wuling Hongguang MINI EV can create nearly 10,000 yuan in revenue. Isn't that more than selling a car?
So you see, don't think that the market must be objective, the logic of Wuling Hongguang MINI EV frequently appears, not because this car really adapts to the needs of travel, but to meet the needs of enterprise double integration.
Of course, at present, in addition to the Wuling Hongguang MINI EV is a real market-oriented success, the rest is basically in or preparing for the wool policy!