In the blink of an eye, the implementation of the new national standard has been nearly three years, and the impact of the new national standard has been implemented from top to bottom in the entire electric vehicle industry.
In 2021, the industry is full of "compliance" and "price increases", and a deeper market reshuffle has also been carried out. According to the data of the Ministry of Industry and Information Technology, the main operating income of enterprises above designated size reached 179.4 billion yuan in 2021, an increase of 9.5% year-on-year, and in this year, the industry concentration reached the highest point in 10 years, the annual sales of 7 enterprises exceeded 1.5 million, countless small and medium-sized enterprises withdrew, and the sales volume of the top ten car companies accounted for 80%, an increase of 4.26% year-on-year.
The industry has gradually become an arena for big-name enterprises, but even if the competition is cruel, the industry is developing in a good direction. The data shows that the total sales of electric two-wheelers in 2021 were 49.75 million, an increase of 4.5% year-on-year, showing an upward trend year by year. Obviously, during the landing of the new national standard, more opportunities have been brought to the industry, the policy supervision is more stringent, and the industry has a platform to get rid of the "grassroots", forcing major enterprises to carry out the survival road of "not advancing or retreating".
The first quarter of 2022 has passed, this year the new national standard will be fully rolled out in major cities, and what trend will the industry face?
★ All over the country has set off a wave of ★ exchanges
Brand products and marketing are tested in the market
Last year, CCTV made a special report on the issue of "new national standard electric vehicle exchange", reporting that in accordance with the requirements of the "new national standard", all regions have set up a transition period of about 3 years for over-standard vehicles to be replaced by "new national standard electric vehicles", and after the transition period is over-standard, over-standard electric vehicles will not be able to receive license plates and cannot be on the road. Since last year, the "transition period" in various places has expired one after another, and the tide of exchange purchases has been set off.
This is an opportunity for enterprises, but also a challenge for products and marketing in the brand war.
Taking emma, the industry's leading brand, as an example, the three-year transition period for over-standard electric vehicles in Beijing ended last year, ushering in a new market for 2 million electric vehicles. Emma seized the opportunity and set up nearly 70 Emma electric vehicle sales stores to facilitate the convenience of service points in various regions of Beijing. At the same time, together with Chain Home Real Estate, we will jointly create a car purchase cooperation plan of "linking thousands of families in the name of love", send exclusive exchange special offers for specific user groups, and solve the travel iteration needs of specific groups in the most direct and convenient way, which has made an exemplary role in promoting the rapid iteration of local electric travel.
2022 will be a key year for the industry to concentrate on the purchase of over-standard electric vehicles, and it will also be a turning point for the industry to enter a deep reshuffle. In November last year, Zhejiang first launched the "Zhejiang product code" in the national electric vehicle management, and the whole vehicle and battery sold in Zhejiang Province must be assigned a code before they can be sold and licensed. December 31, 2022 is the deadline stipulated in the Regulations on the Administration of Electric Bicycles in Zhejiang Province, and the elimination and replacement of vehicles exceeding the standard will become a major task in the comprehensive management of electric vehicles in Zhejiang Province this year.
At present, according to the deployment of the Zhejiang work class, the elimination and replacement of over-standard vehicles will be started throughout the province, and the elimination and replacement work will be completed before the end of the year. The exchange market of nearly 18 million units will also become an important battlefield for major enterprises this year. In addition, the transition period for over-standard vehicles across the country has expired one after another, which will also set off a wave of purchases.
★ "Value war" has become the trend of the times ★
Original models have become the focus of the giants
Last year, major car companies explored technological innovation on the basis of the new national standard, the concept of smart travel rose, and major Internet giants, automobile companies, motorcycle companies, and travel companies have entered the two-wheeled electric vehicle industry, and the intelligent competition of electric vehicles is "hot". Major giants have also launched blockbuster original models, which has become a breakthrough for the industry to be positive and upward under the promotion of the new national standard.
As an industry leader, Emma launched the original car Emma One A500 last year, the shape is very fast, the whole body can not see a screw, streamlined design makes many people in the design industry call out stunning. In terms of performance, the engine MAX system equipped with the A500 can achieve 100 kilometers without charging, and its braking, shock absorption and other technologies can also be compared with motorcycles.
This marks that Emma stands at a new starting point to achieve a more ambitious vision and lead the industry into a new era of car manufacturing.
The product is the highlight. Before the landing of the new national standard, based on the needs of low-end users, the main profit model of most enterprises is to open the regional market by marketing war and price war, the product is highly standardized and mass-produced, and the product itself actually lacks competitiveness. Nowadays, the giant enterprises led by Emma have focused on seeking a breakthrough in products, in the face of the new generation of consumption of "beauty is justice", independent original cars are the general rise in operating costs, the increase in brand concentration, and the upgrading of market consumption.
In 2022, in the face of tens of millions of exchange markets and stricter supervision, the survival of the best, the head brand will focus on various advantages to accelerate the harvest of the market, at the same time, the competition between each other will be subtle and fierce, we wait and see.
@Brother Liu said car
The field of travel is funny professional households.