The road to new energy vehicle marketing in 2022

I have always been optimistic about new energy vehicles

This is also one of my investment ideas

China's new energy vehicle companies

How to fight the battle of the user's mind

Efficiently seize the market?

One

What I want to talk about most is BYD

A few days ago, BYD officially announced the suspension of production of fuel vehicles, that is to say, in the future in the automotive sector, BYD will focus on pure electric and plug-in hybrid vehicles business. At the same time, BYD will continue to produce and supply fuel vehicle parts, continue to provide perfect service and after-sales guarantee for existing fuel vehicle customers, as well as the supply of parts throughout the life cycle to ensure worry-free travel.

In the case of discontinued fuel vehicles, BYD's full range of vehicles in March production and sales exceeded 100,000, reaching a record high. Among them, 54,684 pure electric passenger cars were produced, and 51,434 plug-in hybrid passenger cars were produced. The cumulative production of fuel vehicles in January and February was only 4635, far lower than the same period last year.

In the first quarter, BYD produced a total of 287,530 new energy vehicles, an increase of 416.96% year-on-year; sales of 286329 new energy vehicles, an increase of 333.06% year-on-year. On the same day, Tesla also released the first quarter sales data: 305,000 units were produced in the first quarter, an increase of 69.16% year-on-year; sales of about 310,000 units, an increase of 67.7% year-on-year.

Although BYD's sales and production volume have reached new highs, there are still about 400,000 new energy vehicle orders that have not been delivered, and the inability of production capacity to meet the order demand limits the growth of its sales and delivery speed, and how to focus on increasing the production capacity of new energy vehicles has become the key to its revenue growth.

This is also a common problem of many new energy vehicle companies and new energy models.

In January this year, BYD put into operation a new Changzhou plant, the first phase of the annual planned production capacity of 200,000 quantities, Fuzhou, Jinan and Hefei plants will also start production in April, June and August this year. By 2023, BYD will form nine major vehicle bases, with a total annual production capacity of 3.65 million vehicles, and the production capacity of the Xi'an plant alone will reach 900,000 vehicles.

At the end of 2021, BYD participated in the 26th United Nations Climate Change Conference (COP26) and signed three agreements, becoming the only Chinese car company among the signatories. The goal is to achieve 100% of zero-emission vehicle and van sales by 2040 or earlier, with other signatories being Volvo, GM, Ford, Mercedes-Benz, BYD, Jaguar and Land Rover. Volkswagen, Toyota, BMW, Nissan and other car companies refused to sign a complete suspension of fuel vehicles in 2040. The April 3 report marks BYD becoming the first company in the world to stop selling discontinued fuel vehicles and switch to new energy vehicles.

In response to the national "double carbon" policy, BYD has accelerated the layout of new energy vehicles in recent years, and by October 2021, BYD new energy vehicles have achieved a total of 8.09 million tons of carbon emission reduction for the world, which is equivalent to planting about 674 million trees. The new energy vehicle business contributed the vast majority of BYD Automobile's revenue to promote its management to make a strategic decision to completely cut off the sales line of fuel vehicles.

Two

A new journey for new energy vehicles

At the same time, the subsidy policy that has been maintained for 12 years has begun to countdown, which means that the mainland's new energy vehicles have entered the stage of complete market-oriented competition from the policy support stage, and the protective cover of domestic car companies is slowly "falling off", and the market competition will become more and more intense.

From the perspective of the market environment, the advantages of domestic independent brands are still very large. Traditional independent brands such as FAW and BYD and new power brands led by Weilai, Xiaopeng and Ideal account for 78% of the domestic market.

Mainstream pure electric and hybrid two new energy vehicle series from 2017 to 2021, with the gradual maturity of domestic independent brand technology, models are more abundant, from the perspective of car categories, the listing of medium and large and large cars, is constantly meeting the diversified needs of the market.

The battle for the market is the war that occupies the minds of users. However, the capacity of the user's mental hard disk is limited, how should Chinese new energy vehicle companies fight the battle of the user's mind and seize the market efficiently?

The content mentioned later is actually not only about new energy vehicles, but also has great reference significance for fuel vehicles.

Three

From large screen to small screen

With the change of media forms, the content expression methods and communication channels of automobile brands have also changed. From print, radio, television media to vertical portals, social media, self-media and other channels, are thriving and symbiotic.

From the overall point of view, car company marketing has roughly experienced the era of changes from distribution, clues to content:

1, car marketing 1.0 era: to distribution-oriented, pay attention to the expansion of offline channels and the promotion of ground activities, and keen on TVC advertising, that is, the so-called "big screen era";

2. Car enterprise marketing 2.0 era: led by clue acquisition, obtain the contact information of intended customers through portals and vertical websites, and guide them into stores;

3, car marketing 3.0 era: self-media era, with content as the lever, no longer carry out one-way information indoctrination, KOL content and social media as the lever, pry the user's mind, that is, the "small screen era".

From the evolution path of car marketing, it is not difficult to find the marketing trend of online, content and social. At present, the online advertising expenditure of China's automotive industry is rising year by year, and the corresponding offline advertising expenditure is gradually being compressed. Among the online channels, vertical media and social media delivery costs account for more than 50%.

In 2021, compared with 2020, the number of auto brand cooperation increased by more than 60%, the number of orders increased by more than 51%, and the amount of investment increased by more than 71%.

The brand's "injection" of KOLs and social media, KOL and social media in the links of attention, interest, purchase, loyalty, etc., run through it and play a key role.

The data shows that about 31% of the consumers who have purchased new energy vehicles learn online and buy offline. About 35% of potential buyers plan to learn online and buy offline. In addition, 49% of consumers learn about car brands and models through short video platforms and KOL content.

With professional content and influence on fans, KOL is becoming a brand's "trust agent" for consumers.

In summary, the trend of online, content- and socialized automobile marketing is unstoppable. From the big screen to the small screen, from "high and low" to "singing with the people" is an irreversible development trend.

Four

Cognition is slow to develop

In the past, 5-7 ad touches triggered consumer purchase decisions. But today, even with dozens of touches, consumers perceive very little. Only by adhering to long-term, high-frequency word-of-mouth planting can it be enough to influence and change the minds of consumers.

In the demand for brand promotion, daily promotion accounts for nearly 40% of the largest, followed by forwarding, diffusion and other supply communication needs, accounting for about 16%+, Douyin, Double Micro and other platforms account for more than 10%, music, games and other circle-breaking marketing events account for only 7%.

Overall, China's new energy vehicle brands have been "cultivated" for the normalization and standardization of KOL marketing.

Five

Full contact planting is the only pathway

In the past, only one centralized contact point of TV was needed to establish contact with consumers, and today brands must establish at least 5.2 reach networks, including decentralized contacts such as WeChat, Douyin, and Xiaohongshu, otherwise consumers are easy to "lose contact".

Only 19% of China's new energy vehicle brands choose a single platform, 2-3 platforms account for more than 42%, and 4-6 platforms account for more than 38%. It can be seen that cross-platform alliance has become an inevitable choice for brands.

In addition, Sina Weibo accounted for the largest proportion of 52.8%, Douyin's strongest gold absorption accounted for 51.7%, Xiaohongshu's fastest growing amount increased by more than 658%, and the number of Kuaishou and WeChat platforms both decreased.

Six

From fan portraits to content portraits

The interests of target users of new energy vehicles are widely distributed, and they love life more, and have a strong interest in pets, food, travel, sports, etc. Only the interception of traffic at the full circle of interest can continuously strengthen the user's mental cognition.

In 2021, only 20% of the number of orders will be placed in the vertical category of automobiles, the amount of the order will be 29%, and the rest will be cross-vertical accounts. The maximum growth rate of the number of game accounts was 4300%, and the number of financial and technology accounts increased by 2000%.

Taking a CERTAIN BYD project as an example, through the construction of a circle of financial talents, the theme analysis is carried out from an economic perspective to attract high-net-worth people, investment groups, and financial concerns. Overall, China's new energy vehicle brands are mainly based on the combination of automobile vertical category + pan-interest circle layer, and the multi-dimensional circle layer "encirclement and suppression" strategy has become a trend.

Seven

According to local conditions> carved boats and swords

The user characteristics, content preferences and traffic attributes of each platform are different, and the cooperation strategy of auto brands in choosing KOLs on each platform should also be adapted to local conditions.

Douyin marketing content is rich in form, and all kinds of professional knowledge talents are high-quality choices. Xiaohongshu new energy vehicle brand cooperation content data is scattered, feminine content, emotional content is widely disseminated and user communication is strong.

Knowing that the popularity of "new energy vehicle" content is not significantly related to the number of followers of the respondent, the brand cooperation gives priority to the professionalism of the respondent in the field. Station B car content cooperation field is rich, cost-effective, suitable for brand cooperation.

The consumption concept and behavior of a new generation of users have changed, and it is urgent to re-examine. Under the superposition of such multiple marketing variables, the past business rules and marketing rules are being rapidly rewritten, and it has become a general trend for brands to face users and build a new marketing with "users as the strategic focus".

Eight

The champion of sales and the king of losses

It is best to say an interesting thing: the sales champion and the king of losses in the new car-making forces are all Xiaopeng Motors in 2021.

In 2021, among the three "Wei Xiaoli", Xiaopeng Automobile delivered a total of 98,155 vehicles throughout the year, an increase of 360% year-on-year, higher than Weilai's 91,429 vehicles and the ideal 90,491 vehicles, becoming the new force sales champion.

Cars sell more and earn more, but at the same time, losses are further expanded, with Xiaopeng Motors having the highest net loss among the three in 2021.

On March 28, Xiaopeng Automobile released the fourth quarter and annual financial report of 2021, which showed that The annual revenue of Xiaopeng Automobile was 20.99 billion yuan, an increase of 259.1% year-on-year; the net loss was 4.86 billion yuan, an increase of 78% year-on-year. Among them, the fourth quarter revenue was 8.56 billion yuan, an increase of 200.1% year-on-year, an increase of 49.6% over the previous quarter; the net loss was 1.29 billion yuan, an increase of 63.5% year-on-year, narrowing by 19.3% over the previous quarter. In 2021, WEIO lost 4.02 billion yuan and Ideal Auto lost 320 million yuan.

Compared with Weilai and Ideal, Xiaopeng Automobile is more affordable to the people, and although the sales volume is high, the gross profit is low. According to the financial report, the gross profit margin of Xiaopeng Automobile was 12.5%, ideal automobile was 21.3%, and Weilai was 18.9%. Next, improving gross profit margin is one of The goals of Xiaopeng Motors.

Therefore, whether to maintain high growth or shorten the loss time is a problem that new power car companies must consider, which also involves an important link in the marketing plan and pricing strategy.

Final Chapter,

Car chip layout with used cars

Today we are talking more about the details of car marketing, but there are many other important factors in the growth of car companies. As electric vehicles and next-generation automotive technologies begin to be put on the market, domestic electric vehicles are bound to embark on the road of self-developed chips. Automakers' self-research has fully blossomed in the past two years, this road is Tesla's journey, and successful, I also look forward to seeing more achievements in domestic new energy vehicles on the chip.

With the reduction of low-end model production, market resources will be concentrated to more than 150,000 mid-range models or even more than 300,000 high-end models, which will eventually lead to a decline in the proportion of small and low-end models in the entire market, and the overall supply of the industry will usher in a new pattern, making car companies with high-end car production capacity benefit from it. Of course, does this imply that a large number of used cars will enter the sinking market? It's definitely a big piece of cake.

Today's video comes from the production of The Atlas

Today's Topic:

【Will you change to new energy vehicles?】 】

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