The explosion of the new energy market from last year has gradually changed the pattern of the domestic automobile market, and the penetration rate of domestic new energy passenger cars in 2021 has reached 13.8%, of which the penetration rate in December exceeded 19%, and this year, this data is still further increasing, and is moving towards the 20% mark.
The increase in the penetration rate of the new energy market means that new energy vehicles are not as simple as the total amount of improvement, but have an impact on the overall sales pattern of the market, and the purchase of new energy vehicles is no longer just new energy vehicle enthusiasts, more and more people who have previously purchased fuel vehicles have turned to choose to buy new energy vehicles, and new energy vehicles have begun to encroach on the market share of fuel vehicles.
Another figure reflects changes in user groups. Recently, Lin Nianxiu, deputy director of the National Development and Reform Commission, said at the China Electric Vehicle 100 People's Conference: "At present, the development of new energy vehicles in the mainland has achieved new breakthroughs, stepped onto a new level, and become a new highlight of the high-quality development of the automobile industry, compared with the early days of the "Thirteenth Five-Year Plan", the proportion of private consumption of new energy vehicles has increased from 47% to 78%, and the proportion of private consumption in non-restricted cities has increased from 40% to 70%, which reflects the significant increase in the recognition of the new energy vehicle market, and the endogenous driving force of industrial development continues to appear. ”
The increase in the proportion of private consumption reflects that the proportion of users who buy new energy vehicles is no longer the B-end market dominating the world, but has begun to tilt to the family car market, in addition to operational needs, the proportion of personal demand has begun to increase, which means that more and more ordinary consumers have also germinated the idea of replacing new energy vehicles and begun to choose to buy new energy vehicles.
However, in the near future, many consumers who have the intention of purchasing new energy vehicles may find that almost all new energy vehicles on the market have begun to increase the market price, among which the new power brands represented by Tesla and Xiaopeng have increased the most. For example, since 2022, Tesla has raised the price of its products for four consecutive times, and some models have increased by 30,000 yuan.
In contrast, in the fuel vehicle market, in addition to a few imported cars, price reduction sales have become the main theme of today's car market, even if it is a more popular joint venture brand model, it is not news that the discount will start to break through 10,000 in a month of listing.
In the previous era of fuel vehicles, although we will also see the phenomenon of mark-up sales because the demand for some models is greater than the supply, this situation usually only appears in the terminal sales link, and the guidance price of the vehicle generally does not change, and in most cases, in order to promote, the terminal will give a certain degree of discount.
In the era of new energy vehicles, such a business model has been completely overthrown, more and more brands have begun to choose the direct sales system, manufacturers direct pricing, there is basically no situation of giving preferential treatment for promotion, and in the case of the general price increase of new energy vehicles, the market is getting hotter and hotter.
In the stock market, there is a widely circulated myth called "buy up, not buy down", which to a certain extent can reflect the difference in investors' investment mentalities in different market environments for hot and unpopular markets.
The buy up, not buy down, is applicable in the capital market, and the same applies in the auto market. Behind the current market situation of rising prices of new energy vehicles and reducing the price of fuel vehicles, it reflects that the former glory of the fuel vehicle market has become a thing of the past, and new energy has become the new top stream of the domestic passenger car market.
In this context, the business of scalping new energy orders has also made many scalpers begin to participate due to their profitability. In a second-hand seafood market, we see that many models of orders, including Tesla, Weilai ET7/ET5, Xiaopeng P7 and so on, are resale, so that they can make a profit of several thousand yuan to tens of thousands of yuan, and users who buy such transfer orders can get a lower price than their own cars on the one hand, and on the other hand, they can pick up the car in advance, the best of both worlds.
At present, although many brands have banned car owners from transferring orders, but the so-called "method is always more than difficult", on the one hand, it is more difficult to implement the "order does not resell" at the terminal sales level, after all, it is difficult to sell to anyone, their performance is a hard indicator, for this kind of scalping behavior, it is natural to turn a blind eye; on the other hand, such as Tesla and other brands are more strictly controlled, scalpers choose to mention the car and then transfer, in the context of the big price increase of new energy vehicles, even if it is the sale of second-hand quasi-new cars, There is still something to be earned.
Some insiders estimate that the price increase of new energy vehicles caused by the price increase of raw materials for new energy vehicles in this round, because the raw materials are still rising, the current price increase of new energy vehicles is still not enough, it is estimated that a new round of new energy price increases will soon appear, that is, such chaos may continue in a short period of time.
It is foreseeable that in the future, the new energy vehicle market will still be in a situation of "the higher the price, the better the sales".