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At present, China's new energy vehicle market is fiercely competitive, and car companies are staging a "love and kill" drama. On March 28, the Xiaomi SU7 exploded on the market, with a price of 215,900-299,900 yuan, and it was set to break 50,000 units in less than half an hour. More than 20 days have passed, and the number of locked orders of Xiaomi SU7 has exceeded 60,000, and the large order refund rate is about 55%. On the 11th of this month, Huawei's Hongmeng Zhixing's Zhijie S7 was listed for the second time, with a price of 249,800-349,800 yuan, and the number of large orders exceeded 2,000 units in the first weekend after the re-release. Yu Chengdong, Executive Director of Huawei, CEO of Device BG, and Chairman of Intelligent Vehicle Solution BU, said that more than 4,500 units are expected to be delivered in April.
According to the Red Star Capital Bureau, there have been rumors recently that the reloaded Zhijie S7, "cut off" the order of Xiaomi SU7: Buy any Zhijie S7 now, and after paying the final payment, you will directly deduct the non-refundable deposit of 5000 yuan on the car price.
In response to this news, a staff member of a Huawei authorized experience store in Chengdu, Sichuan Province, said: "There is indeed such a policy. Harmony Network Contracted Stores across the country can apply for customers." "Some prospective Xiaomi SU7 owners are considering other brands due to the long waiting time to pick up their cars, and once the customer reveals this situation, we will take the initiative to introduce this preferential policy. ”
According to reports, since the launch of Xiaomi SU7, Huawei's major stores have launched this temporary policy, which will last until the end of May. However, this news does not have information about the above-mentioned subsidy policy in Huawei's experience store, Huawei's official website, and other public channels.
The staff member said, "There is a Xiaomi SU7 owner in our store who is not willing to wait any longer. He came to pay the balance of Zhijie S7 last week, and directly reduced it by 5000 yuan, which is equivalent to us to make up for the loss of the deposit of Xiaomi car owners. He said that this subsidy policy can overlap with other preferential activities of Zhijie S7, and it will not affect the original Xiaomi SU7 order. "As long as it is the same car owner, show the lock slip page. After that, regardless of whether consumers buy Xiaomi SU7 or not, they will be reduced by 5000 yuan when paying the balance of Zhijie S7. ”
In response to this news, Huawei said that they are not aware of it at present, and there are many consumers who go to the store for test drives on weekends, and the ability to deliver on a large scale is also the focus of consumers.
Looking back at the competition situation in the mainland's new energy vehicle industry from the "Zhijie S7 'Trump' Xiaomi SU7 Order":
-- The distribution of the competitive echelon of new energy vehicle enterprises
According to the revenue level, the competition echelon of the new energy automobile industry in mainland China is mainly divided into three echelons, with the first echelon with a revenue of more than 50 billion yuan, including BYD and SAIC. The second echelon is enterprises with revenues between 10 billion yuan and 50 billion yuan, including NIO, GAC, Ideal, Geely, Huawei and other companies. The third echelon is enterprises with revenues of less than 10 billion yuan, including Chang'an, Great Wall, Chery, etc.
-- The distribution of market share of new energy vehicle enterprises
In terms of sales, BYD is the company with the largest market share of new energy vehicles in mainland China, with a market share of 31.72% in 2022, followed by SAIC-GM-Wuling with a market share of 7.79%. Tesla is in third place with a market share of 7.75%, followed by Geely with a market share of 5.37%. The market share of the remaining brands is relatively low, at more than 5%.
-- The production capacity of new energy vehicle enterprises
From the perspective of production capacity, the following table shows the number of factories under construction and existing factories of the leading new energy vehicle manufacturers in mainland China. Among them, Xiaopeng and Li Auto have a large number of production bases, both reaching 5. NIO's Xinqiao Smart Electric Vehicle Industrial Park has a large production capacity, with a single industrial park capacity of 1 million units, compared to the production capacity of most new energy vehicle production bases between 100,000 and 400,000 units.
According to the analysis of the Prospective Industry Research Institute, with the continuous development of the new energy vehicle industry, in the future, industry integration will continue to advance, large enterprises through acquisitions, mergers and other ways to integrate industrial chain resources, small and medium-sized enterprises through mergers, cooperation and other ways to consolidate their competitive position. At the same time, in the context of technological innovation, the use of Internet of Vehicles, cloud computing, artificial intelligence and other technologies to enhance the comprehensive competitiveness of new energy vehicles will be one of the development trends of the industry. In addition, the enterprise side will also bring consumers a better consumption experience by continuously improving their service capabilities. Under the wave of internationalization, the new energy vehicle industry will also accelerate the process of going overseas, and the international market is very attractive to the domestic new energy vehicle industry.
A number of car company leaders and industry experts believe that in the face of the new market pattern, the new energy vehicle industry opportunities and challenges coexist, and it is necessary to continue to expand the level of internationalization, improve the layout of the industrial chain, accelerate the formation of scale effect, do a good job in "scientific and technological articles", maintain "acceleration in the second half" of industry development, and constantly consolidate and expand the development advantages of new energy vehicles in the mainland.
Prospective Economist APP Information Group
For more research and analysis of this industry, please refer to the "Analysis Report on Market Prospect and Investment Strategic Planning of China's New Energy Vehicle Industry" by Qianzhan Industry Research Institute.
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