To survive, only Apple can save China's electric cars
The 2023 Guangzhou International Auto Show is showing the development direction of the automobile market in the next six months, and the organizers have cleverly divided new energy vehicle brands and traditional car brands into two zones, forming a clear contrast in the flow of people.
Whether it is the traffic of social media, the flow of people in the venue, or the strength of the prizes, new energy vehicle brands have the upper hand, after all, they are born with their own topics.
At the same time, there is a gap brought about by technological updates and iterations to meet the demand for new energy vehicles, and the growth of sales scale is restricted by bottlenecks, which is far from being able to match the rapid expansion of production capacity.
Surviving is still the number one task of new energy vehicle companies.
At a time when new technologies and new models are accelerating, everyone always says "involution", but we see the serious anxiety of this emerging market, which is the anxiety of car companies and users.
Car companies don't know who will replace their products in the next second, so they can only continue to accelerate the innovation, and users are also struggling to buy vehicles, which is already lagging behind the development of the times.
As a result, on the one hand, a large amount of investment is in vain, and on the other hand, the risk of overcapacity is increasing.
After the initial scale, the development of new energy vehicles is entering a new dead cycle, perhaps we can find the answer from the development history of smart phones.
When it comes to mobile phones, it used to be a machine in the world, which could be used to dress up the façade or smash walnuts, and the change has changed since Apple released the iPhone, and the industry has become very different.
At the hardware level, the rapid update and iteration of Moore's Law is followed, while at the software level, with the help of unprecedented OTA upgrades and software applications, the mobile phone has finally developed into a polyhedral smart terminal, and a mobile phone can accommodate all of life and work.
With the help of the open source of the Android system, China's smartphone industry began to rise, and mobile phone brands such as Xiaomi, Huawei and VIVO rose, and China's mobile phone market instantly entered the era of comprehensive intelligence.
As the originator of smartphones, Apple's strength is not only the advanced product power of the iPhone itself, but also the full-link ecology of mobile phone services, such as Apple Care to allow users to renew every year, interest-free installment payment and the three-generation sales model.
The development of smart cars is similar to that of smartphones, and Tesla has sparked a large-scale new car building movement by Chinese car companies, which has revolutionized the automotive industry with electric smart cars as the main product.
New energy vehicle companies such as Tesla, Aion, and Li continue to expand production capacity and sales scale, while traditional car companies are electrifying their factories and markets, and the new energy vehicle industry has entered the same development path of rapid hardware iteration and software-enabled smartphones.
Of course, as a fixed asset, the automobile industry is facing more severe production capacity, technology and development risks under the same logic of product update and iteration.
The smartphone industry has entered the Apple era, and companies are learning from Apple's operating model, such as sales centers equipped with extreme services, as well as a wide range of financial, insurance and machine policies, so that users can easily own and use them.
The new energy vehicle industry will eventually need the Apple model to rescue, too many new technologies and new models, coupled with the faster and faster update iteration speed, will inevitably need a new business model to operate, rather than simply buying and selling.
The automobile industry has dealers as an intermediate group, as well as a huge after-sales market to support, and now dealers have been unable to take over the tide of new cars, selling cars is unprofitable, and it is still a stick deal, there is not much after-sales service profit space to excavate.
On the one hand, users are worried that their car technology is backward, and on the other hand, there are cars that car companies cannot sell, and the Apple model may be able to easily resolve this contradiction.
NIO has brought users a NIO center that is higher than the Apple Store, and the next is the power of Apple Care in the automotive industry.
When buying an electric smart car, if users want to stay at the forefront of the times, they can purchase the "Car Care" service package and exchange it for a newer model with a high residual value within a specific period of time in the future.
In this way, it not only solves the user's car purchase concerns, but also strongly binds the user and wins potential customers for the next model of the car company.
Of course, the car is a mobile home, and its second-hand valuation will be affected and limited by more conditions, but when Apple's Apple Care was launched in the early days, few people understood, and a small number of users abused the relevant terms, but as long as it is operated properly, it is Apple's new ecosystem that ultimately benefits.
The higher unit price of smart cars means that there is more operating space and opportunities to be explored.
In terms of taking 10,000 steps back, let users exploit a few loopholes, and they will clearly suffer a few losses, and users will see that car companies are sincerely implementing a new operating model, and eat a reassuring pill, and everything may be like the Shang Yang reform in exchange for real changes in the market.
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