Text/Peach Lee
The past April is a darkest moment for many car companies, affected by many factors such as the epidemic shutdown, domestic car sales have almost all appeared waist cut, so you can find that last month's sales ranking is not to see who is more popular, but to see whose sales decline is less. However, in the case of many car companies wailing, BYD has achieved reverse growth, with sales of 105475 vehicles in April, the only brand known to have sold more than 100,000.
This year, BYD has achieved sales of more than 100,000 vehicles for two consecutive months, and it is worth mentioning that BYD's overall production in April was 106911 cars, which basically sells as much as it is produced, and its popularity is self-evident. So under the influence of the epidemic and raw materials, how did BYD achieve sales to the top of the dust?
Deep ploughing for many years in exchange for technical precipitation
If you want to be a brother in the field of domestic new energy vehicles, you naturally cannot conquer the majority of consumers without some strength. BYD should be said to be the earliest car company involved in the field of new energy vehicles in China, and the most enthusiastic about the research and development and promotion of new energy vehicles. When the status of fuel vehicles is in the sky, while new energy vehicles are unknown and even subject to many doubts, BYD has begun its own new energy vehicle development path, and this forward-looking strategic layout provides an accurate direction for its later development.
Without accumulating steps to thousands of miles, BYD has been working in the field of new energy for several years, has always adhered to the concept of "technology is king, innovation-oriented", starting from the production of secondary rechargeable batteries, gradually began lithium battery research and development, and then devoted itself to the car-making industry, step by step developing its own technology. Relying on its independent research and development of BYD e platform 3.0, DM-i hybrid technology and safe and reliable blade battery technology as a support, in terms of core competitiveness, BYD can be said to have occupied the absolute upper hand, BYD's reputation has been getting better and better ever since.
Starting earlier and studying a wider range of fields, BYD has a technological advantage that other new energy vehicle brands cannot match. Consumers can choose BYD's models out of BYD's leading technology trust, compared with the new forces, the same price of new energy vehicle products, greater reputation, stronger technical strength, longer development process OFD is naturally the best choice.
A complete industrial chain ensures the supply of parts and reduces costs
In the early days of BYD's car manufacturing, it was questioned by the automotive industry, it was difficult to find stable external suppliers to cooperate, and in the environment at that time, the supply system of the automobile industry was not mature, if the way of import was chosen, the cost of procurement would naturally rise, so under comprehensive consideration, BYD adopted a vertical integration model. At its peak, all the parts, except for the tires and glass, are all matched by themselves.
As a result, BYD has formed a whole-industry chain car manufacturing model, which can ensure supply and improve production efficiency on the one hand; on the other hand, it can also control the cost of parts and components, so that its products have more advantages in price. Of course, "behind closed doors" is naturally not a long-term solution, after all, the car parts tens of thousands, all of their own production is not realistic, is not conducive to the progress and upgrading of product technology, so after BYD has a certain product influence, it also chose to accept external suppliers, further improve its supply chain.
Such a multi-choice supply chain model can make BYD more responsive in the face of external factors. In the case of other depots are shutting down, BYD can still maintain efficient productivity, and this complete production chain model can be said to be indispensable.
Complete and huge product system
Through the previously accumulated user base, BYD can quickly open up market sales channels and gradually develop new markets. Relying on the Dynasty + Ocean series of products, BYD has achieved full coverage of different price points, different models, and different styles of products, from low-end to high-end; from car to SUV; from cute style to sports and fashion style, all consumers are interested, the vast majority of which can be found in BYD's product system. As long as consumers can think of BYD's products, they will naturally have the possibility of understanding and purchasing related products.
In this case, BYD continues to improve its sales service level, through continuous improvement of the network layout, improve the quality of service personnel, provide online car pick-up and delivery service 24-hour receiving vehicles, provide racing experience area, discharge experience area, owner's home, online sales center, new media operation center, second-hand car trading area and other functional partitions, the user experience and reputation is better, the transaction rate is naturally higher.
In addition, BYD is also very good at establishing the image of the enterprise, has been to benefit the Chinese, so many consumers will regard it as a conscience enterprise, in the process of competing with foreign-funded enterprises, consumers are affected by the feelings of home and country, naturally choose to support BYD, more hope that domestic cars can stand at the world's top level, the user base continues to expand, comprehensive of the previous factors, its sales will certainly be better.
Write at the end:
BYD's success is not achieved overnight, he also after a long period of precipitation to have today's results, of course, this is inseparable from the full support of the majority of consumers. Although the current BYD has the support of the majority of consumers, it hopes that it can continue to make progress, continue to move towards the world's top level, and do not live up to consumer expectations.