Ice and fire double day: behind the "hot" auction, the first year of the new energy used car industry has arrived?

21st Century Business Herald reporter Du Qiaomei reported from Beijing

990,000, 1,010,000, 1,030,000, 1.1 million. 1.52 million, 1.56 million, 1.59 million......

Within the 180-second countdown, the price on the big screen continued to rise from 990,000 yuan to 1.6 million yuan.

This is the real scene of a new energy automobile used car online auction site on April 22, when 30 buyers from 20 cities across the country bid for 30 second-hand BAIC BJEV EU260 as a target, and the auction price soared from 990,000 yuan to 1.6 million yuan in three minutes, and the single car transaction price was as high as 53,300 yuan.

Judging from the transaction situation of 277 second-hand BAIC BJEV EU260s with 9 targets on the same day, the average price has exceeded 53,000 yuan.

It is worth noting that at the auction site of the 2018 BAIC BJEV EC3 on April 8, 293 cars were auctioned in six packages, and the number of participants in a single bid reached 54, the total number of bids was 294 times, the number of bidders reached 41, and the average price of a single car reached 54,200 yuan.

Although the auction target is an entry-level new energy used car, the transaction price of the two auctions surprised everyone, and even broke most of the peers' cognition of the value of new energy used cars.

All along, compared with traditional fuel vehicles, new energy vehicles are in an awkward situation in the second-hand car market, whether it is car dealers or consumers, the acceptance of new energy second-hand cars does not seem to be so strong.

"At this stage, the biggest difference between new energy used cars and traditional fuel vehicles is that the fuel used car source is scattered, and the scale characteristics of the new energy used car source are obvious." On April 27, Shen Rong, deputy general manager of Beijing Guolian Auction Technology Co., Ltd., said in an interview with the 21st Century Business Herald reporter, "The auction reflects the wholesale link to a greater extent, and is a large-scale disposal method that promotes the circulation of new energy second-hand cars." Auction has become a relatively active way of trading new energy used cars, and a very important reason is that auctions can promote the transaction of centralized and large-scale car sources. ”

The online auction has played a role in gathering car sources and value discovery, and can promote the circulation of new energy used cars, which is also an important reason for new energy used cars to attract buyers to bid in the auction.

"From the perspective of vehicle sources, the current new energy second-hand cars are A-class, A0-class and A00-level entry-level new energy models, relatively speaking, low-end products, which determines that the main entry market of these vehicle sources is the emerging market of third-, fourth- and fifth-tier cities, and an important function is the upgrading of the old scooter, and more is the use of the scooter." Especially in the high price of oil, entry-level new energy used cars have the advantage of this operating cost, which is also one of the reasons why it has become sought after by the market. However, this role and function also determines that the current new energy second-hand car can not be used as an auxiliary to the entire new energy consumption market. Shen Rong told reporters.

The scale of the new energy used car market is still small

"This market exists, but the scale may not be as fast as we think." Shen Rong told reporters that at least in the next year to two years, the overall scale of new energy used cars will not be too large.

At present, new energy used cars account for a very small proportion of the entire used car market. According to the data, the national second-hand car trading volume in 2021 was 17.5851 million units, an increase of 22.62% year-on-year, and the proportion of new car sales was 0.67:1; but the transaction volume of new energy used cars was only 360,500 units, accounting for 2% of the total number of second-hand car transactions.

According to data from the Dasouche Zhiyun Research Institute, the transaction volume of second-hand new energy vehicles in March this year was 27,000 units, up 82.1% month-on-month, and the ratio of second-hand cars to new cars was 0.06:1, lower than the overall level of the industry.

"Mainly because the history of production and development of new energy vehicles is not long, the stock in the market is insufficient." Now see that new energy second-hand cars are basically operating cars in 2018 and 2019, even the consumption of private new energy vehicles has just entered the introduction period, and there is still a long way to go from the growth period and maturity period. The future development of new energy used cars also requires the precipitation of the overall market of new energy vehicles. Taking the 6-year replacement cycle of traditional fuel vehicles in China, it may take a process for new energy used cars to truly enter the replacement cycle. Shen Rong pointed out.

However, Shen Rong believes that with the passage of time, at this stage, with Brands such as Wei Xiaoli and BYD entering the new energy vehicle market, there will be more C-end stock car sources entering the second-hand car circulation field in the future, and the new energy second-hand car market will also enter the "fast lane" of growth.

However, compared with the popularity of new energy used car auctions, in the C-end market, new energy used cars are not sought after.

"The risk factor is too high!" A second-hand car dealer in Beijing's Huaxiang said in an interview with the 21st Century Business Herald reporter, "The main reason why everyone does not like to do second-hand new energy vehicles is that the retention rate is too low, the price we give is too low, the owners are reluctant to sell, and there are fewer people who come to buy cars." If you can't sell a new energy vehicle for a few months, you will lose money in your hands. ”

The car retention rate report released by the China Automobile Dealers Association and Jingzhen Estimate shows that although the retention rate has increased with the improvement of the mileage, the gap with traditional fuel vehicles is still large, and the retention rate of pure electric vehicles with three years of age is only 42.9%.

At the same time, because many new energy vehicle companies give the preferential policy of free installation of charging piles, battery warranty or three-year free battery replacement only for the first car owner, the second-hand car owner can not enjoy the relevant policies is also another important reason affecting the transaction of new energy second-hand cars.

"The return on investment of new energy used cars is more than 5 times that of traditional used cars, but why so few people have come to do new energy used cars is because everyone does not understand." At the 2021 China Used Car Conference, Shen Wenjun, founder of the Cheyide brand, pointed out that due to the current low residual value rate of new energy used cars, the purchase cost of merchants will be reduced; at the same time, the market structure caused by emerging industries is misplaced, so that merchants who have laid out in advance can earn higher profits from it.

"Overall, this year is a significant increase in the public view of new energy used cars and the mass consumer market, but it is not yet the first year of new energy used cars." Shen Rong told reporters.

In Shen Rong's view, the first year of new energy second-hand cars should have three characteristics, first of all, there is more penetration at the level of mass consumption, not only in the fourth and fifth-tier, fifth- and sixth-tier cities, but should be presented in the entire industry; secondly, in the layout of the product should be high-end and low-end can have penetration; and finally around the consumption of new energy second-hand cars, from the main engine factory to dealers can pay attention to new energy in this process, such as the new new energy second-hand car circulation model, the standard evaluation of new energy second-hand cars and other technical promotion and application. And the emergence of more professional business service entities.

About to enter the "fast lane" of growth

"Although the new energy used car is still in the early stage of incubation and development, I think the new energy used car will be a new outlet, and the new energy used car market will become a new blue ocean." Shen Rong told reporters.

On the one hand, with the continuous improvement of the penetration rate of new energy vehicles, the new energy used car source has opened a large-scale release mode. Different from the start of the traditional fuel used car market, the development of new energy used cars is more based on the precipitation of the travel platform as the mainstream vehicle source channel, and the large-scale release has become a prominent feature of new energy used cars. With the release of the low-end stock in the early stage, the overall upgrading of the new energy used car market in the future will become a trend, and the rational operation of new energy used cars will become the norm.

On the other hand, the growth of the traditional second-hand fuel vehicle market provides valuable experience for the development of the new energy used car market, and the development of the new energy used car market has been gradually solved in the process of insufficient supply of vehicle sources, obvious price fluctuations, significant regional differences, insufficient symmetry of vehicle condition information, incomplete service guarantee system, and slow development of the national unified large market, which have made the development of the new energy used car market stand on the shoulders of "giants". The improvement of a series of environmental conditions such as policies, systems, and technical means will form a better atmosphere conducive to the healthy growth of the new energy used car market.

"With the passage of time, at this stage to Wei Xiaoli, BYD and other brands into the new energy vehicle market, the future will be more based on the C-end stock of car sources into the field of second-hand car circulation, and this time may refer to and learn from the traditional fuel vehicle vehicle circulation methods and channels to a certain extent, car companies are also actively entering the second-hand car business, Weilai, Tesla, Xiaopeng, Ean and other brands have declared the sale of official second-hand cars, the main engine factory on the second-hand new energy vehicles to maintain the value of the repurchase of measures, It is also not excluded that there are new circulation methods and circulation channels. Shen Rong told reporters, "Especially with the improvement of the level of intelligence, the future of new energy second-hand cars will have different forms of expression, not necessarily to sell the old car and then replace the new car." ”

It is worth noting that since 2020, some prophetic second-hand car dealers have begun to lay out their business layout in the field of new energy vehicles, new energy second-hand car stores and networked distribution have begun to appear, and new energy second-hand cars have also begun to appear in the basic trend of active trading in the tangible trading market. Since 2021, the continuous release of the batch of used car stock resources accumulated in the early stage represented by travel companies has provided a strong vehicle source support for the new energy used car market. BAIC BJEV's primary models of the A0-class and A00-class E-series, Great Wall, GAC, SAIC-GM-Wuling and other companies have begun to become the main leading force in the active second-hand car market in new energy.

At the same time, in the new energy used car market, the repurchase of original brand dealers is becoming the norm for new energy used cars. According to the incomplete statistics of the 21st Century Business Herald reporter, Weilai, Weima, Euler, Geometry, Xiaopeng and other new energy vehicle brands have successively launched value-preserving repurchase policies.

Among them, NIO plans to invest 3 billion yuan to establish a second-hand car trading system and launched a second-hand car business called NIO Certified, providing full-process services including vehicle testing, evaluation, acquisition and sale, etc. Car owners can sell cars to WEIlai, and consumers can buy used cars from NIO.

The logic behind the construction of the official second-hand car platform of new energy vehicle companies is not only to improve the retention rate of brand used cars, so that consumers who buy new cars have no worries, but also hope to increase user stickiness and build a circular circulation link for brand models.

"At present, new energy second-hand cars are facing some development difficulties, and car dealers, operators, and users have also raised some confusions, such as the retention rate of new energy second-hand cars is generally low, and the evaluation technology of Sandian is still a problem." Li Xin, director of the Information Department of the China Automobile Dealers Association, believes that with the rapid development of the new energy automobile industry, including the gradual solution of business models, after-sales maintenance and other issues, new energy used cars will become a blue ocean in the future used car market.