All kinds of signs show that the domestic new energy market, where new forces are playing the main tune, is about to change.
It is undeniable that in recent years, users' perception of new energy vehicles has basically come from new forces, and even believes that new energy is a new force. In terms of market performance, this is indeed the case. Look at the latest sales, "Wei Xiaoli" is playing more and more courageously, and Tesla is still strong. New forces are constantly throwing out new technologies and concepts on the product side, and they are constantly refurbishing on the marketing and operation ends.
However, with the transformation of electrification from a previous trend to an irreversible wave in the future industry, traditional car companies have also collectively begun the electrification transformation of elephants.
The new energy market is under the strong transformation of traditional car companies, from the original "new forces one-sided" situation to a more intuitive competition. So the key point is that the traditional car companies that are launching an offensive have the confidence to face the new forces of tonal updates, is it true?
In the current domestic auto market, chevrolet cruise can be used as a more representative model. In it, it not only has the brand accumulation and technical endorsement of traditional car companies, but also has product performance that meets the needs of users in the new energy era. It is like a mirror, reflecting the confrontation between the two camps of traditional car companies and new forces.
【Game-breaking battle, bringing into a new industry context】
From the perspective of role, the new forces before that are the "game breakers" in the domestic auto market.
The reason why the new forces are called new forces is that whether it is the reason for their rise or the process of development, they are forming a sense of conflict with traditional car companies all the time.
The first is in terms of sales. In recent years, a big proposition in the domestic market is that it is a market with existing formats.
The strong rise of new forces is competing for the relatively fixed sales share of traditional car companies. The car companies that were originally good were also shrouded in anxiety. After all, the original stable sales, snap, gone.
The second is in the volume of sound. For the new forces, everything is new. They do not have the burden of traditional car companies to take care of the brand heritage. What the new forces want is to explode the loudest at the fastest speed. Therefore, the product will be more bold to innovate, and the marketing model can also be endlessly engaged in circle marketing. And this sense of freshness and stimulation is also on the appetite of consumers.
The third is the user operation level. The new powers' previous advantage was that the granularity of their operations was fine enough. Fan clubs and circle culture are quite delicate, and there is no shortage of fans with the founder's direct appearance with personal charm. In addition, the direct sales model of the new forces has also broken the dealer agent model of traditional car companies. For the user, this is a whole new experience.
From the perspective of the industry, it means that the communication context of car companies has changed and is affecting the minds of users formed over the years.
Therefore, combined with sales, sound volume and user level, the new forces as "game breakers" have now substantially formed a relatively fixed development model, posing a direct threat to traditional car companies. Voices in the industry are also more inclined to this view:
New forces will replace traditional car companies.
But will this really be the case? This is worth exploring in depth.
【ALL IN Turn around, open the opportunity plane】
What the new forces did not expect was that the "game breakers" in their eyes today are the traditional car companies that have been broken by themselves.
Traditional car companies have determination and confidence. Because its elephant turn is ALL IN-style. As things stand, this strategy is already paying off and is narrowing the gap with the new powers.
The confidence of traditional car companies and the advantages over new forces lie in the fact that everything is based on systematization. It has stronger reserves in technology research and development, upstream and downstream supply chains and capital flows. Especially in the current environment with variables such as the chip crisis, the stability of the supply chain directly determines the direction of enterprises.
Never fighting the battle of being unprepared is a way of play that has not changed from the fuel era to the new energy time of traditional car companies.
This can be seen in Chevrolet's electrification process.
Chevrolet has 27 years of electric R&D in the industry. The GM Group behind it launched its first mass-produced ev1 electric model as early as 1996. Under the Chevrolet brand, there is no shortage of Tahoe with dual-mode hybrid system, Volt extended range electric vehicle, pure electric model Bolt EV and a series of products.
Focusing on products, traditional car companies will pay more attention to the stability of quality and more reliable scene performance for the manufacture of new energy vehicles. In the previous endurance test of the CPCC new energy group (100,000-300,000 groups) conducted by China Automobile, Chevrolet Changxun achieved the first result with a real rate of 399 kilometers, equivalent to 77.03%.
Although for today's pure tram users, the focus may fall on the level of intelligence, but the battery life is still an important consideration.
Therefore, whether it is the layout of new energy models on the market, or the experience of technical reserves and actual market operations, it is an irreproducible wealth owned by traditional car companies like Chevrolet.
In essence, traditional car companies and new forces have the same goal, but they are subordinate to different development paths.
For example, the new forces are like a soccer team with a big star, with decent attention and achievements, but rely too much on the role of stars. The traditional car company has always had a complete youth training system and a healthy financial situation of the team, with the ability to truly create their own nutrients, even if there is no super top star, it still has a higher than average strength.
Success in marketing, trapped in public opinion.
It is the dilemma currently faced by the new forces. New technology and out-of-the-loop marketing have earned it a lot of gimmicks, but they often expose safety issues and product bugs on the product side. The slightest wind and grass will involve the new forces that have not entered the market for a few years into the whirlpool. After all, the higher the tune, the more you have to bear the dilemma after the deviation.
Traditional car companies like Chevrolet are not in a hurry to create a solid foundation in product quality and system construction.
Although the new forces have made a leading posture at the beginning, in the face of the stability of traditional car companies, the rhythm is presumably unstable.
Therefore, the traditional car company ALL IN-style turn is constantly emitting powerful potential energy with the passage of time. In turn, in the face of the crazy expansion of new forces, an opportunity has been opened.
[The new inner volume seizes the momentum, and the new forces may not be able to eat it]
From the perspective of the industry, the biggest impact of the new forces on the market format before is the formation of a trend of multiple internal volumes.
Product volumes, marketing volumes, and operating models are still volumes. It can be said that the current domestic new energy vehicle market has always been very "volume". Now, when traditional car companies begin to layout with the ALL IN posture of elephant turning, they have also created a new wave of internal wind for the new forces known as "rolls".
First of all, the advantages of traditional car companies at this stage are that they have a strong user base and a far-reaching user mental impression. This is something that the "old" new forces that have only been established for a few years do not have. The most realistic problem for the new forces now is that the good times will be praised in the sky, and once they fall into the whirlpool of public opinion, they will immediately be crowned with the name of "cutting leeks".
Traditional car companies, because of the far-reaching influence of their brands, users are more willing to give patience to them.
Secondly, the reason why traditional car companies can create new inner rolls is essentially because of their strong system strength and sufficient product creation.
Taking Chevrolet as an example, its 27-year electrification process has shaped a complete system chain. And its current main product patrol, focusing on really doing work on product stability. The high enough endurance realism, precise control and good driving texture, the vehicle machine equipped with the new generation of OnStar intelligent vehicle connection system, and even the spatial performance are all based on the actual needs of the car.
It satisfies the user's inner and true demand for stability.
In addition, traditional car companies like Chevrolet, the transformation layout is carried out in the order of magnitude of the system, and after the transformation, it is necessary to renew the overall product layout array. At present, the new forces are subject to capital flow and their own ability to mobilize resources, and the stability and growth of the overall development are not as good as traditional car companies.
Therefore, from the perspective of the prejudged trend, whether it is in the construction of the system, or the practicality of the product itself or even the user impression, the traditional car companies have the potential to surpass the new forces. Once this potential energy is fully released, traditional car companies like Chevrolet will complete the catch-up with the new forces.
After all, the real route for traditional car companies like Chevrolet is how to compete with really high-quality products.
Based on the above, one of our judgments is that what defeats the new forces in the future must be the traditional car company electric vehicle!
Especially in this period of unkind oil prices, people have no more questions about new energy in their mouths, and their bodies are honestly moving closer to new energy vehicles. The new energy produced by traditional car companies just gives people the fewest "question marks" of the products.
No way, that's the power of brand accumulation.
【Summary】
Overall, traditional car companies such as Chevrolet are like students who study steadily in their student days, and may not be as enthusiastic about "literary and artistic activities" as the new forces. From the limelight, traditional car companies seem to be the one who is easy to go unnoticed for a while, but when it comes to the big exam, they can always come up with convincing enough results.
The development of the domestic automobile market is also a big test, only by spending more effort on the cultivation of hard power, will we fight for a more future tomorrow.