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At present, the competition in the new energy vehicle market is fierce, and various "volume" phenomena emerge in an endless stream. Manufacturers are vying to win the hearts and minds of consumers by constantly innovating and improving vehicle performance. At the same time, marketing methods are also constantly rolling traffic, attracting more consumers to buy new energy vehicles through various promotional activities and publicity strategies.
In the face of the serious involution of the car circle, He Xiaopeng, chairman and CEO of Xpeng Motors, said that Xpeng Motors has made many moves to deal with the involution: enhancing R&D capabilities, innovating categories, and carrying out execution to the end. He Xiaopeng believes that the current elimination is very cruel, and some people do not have a clear understanding of the cruelty of elimination. For example, if the compound sales of some cars drop by 25-30% every year, it will be difficult to recover later. To deal with involution is to recognize the reality and change it as soon as possible, so that it will be easier later.
At the beginning of the year, He Xiaopeng said that in 2024-2026, the auto market will continue to roll in, and in this process, some companies will stand out, and some companies will be depressed or even disappear, but from the current node, no car company can say that it can win from the knockout, and execution is more important than strategy during this period.
Looking back at the competition in the new energy vehicle industry from the "serious involution in the new energy vehicle circle".
-- BYD has the largest market share
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%.
-- There are a large number of headquarters of new EV manufacturers
From the perspective of regional distribution, the layout of new energy vehicle enterprises in mainland China is mainly concentrated in the eastern and southern regions, among which Jiangsu Province, Shanghai City, Anhui Province, Zhejiang Province and Guangdong Province are the regions with more distribution of new energy vehicle companies. It can be seen that the distribution of automobile production plants in the eastern part of the mainland is relatively dense, and at the same time, the number of headquarters of new car-making forces is relatively large, while traditional car companies are more inclined to deploy headquarters in the southern region and production plants and R&D centers in the eastern region.
——There are a large number of production bases of Xiaopeng and Li Auto
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.
He Xiaopeng believes that from the perspective of the market structure, in the market below 100,000 yuan and the market of 200,000 yuan ~ 300,000 yuan, new energy vehicles have occupied a greater advantage; However, in the market of 100,000~200,000 yuan, new energy vehicles have good results, but traditional fuel vehicles are still very strong; In the market of more than 500,000 yuan, it is still the world of traditional luxury brand fuel vehicles. However, with the development of hybrid, fast charging, and intelligent technologies, there will be huge opportunities in every market segment.
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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