It is undeniable that the miniature pure electric vehicle is coming in the spring.
According to the data, the cumulative sales of new energy vehicles in the domestic market in 2020 were 1.367 million units, of which the sales of A00-class pure electric passenger cars were 319,000 units, accounting for 23.3%;
On March 23, 2021, the Ministry of Industry and Information Technology issued two guiding documents, namely the Minutes of the Conference on the Formulation of Standards for Low-speed Electric Vehicles and the Technical Conditions for Four-Wheeled Low-Speed Electric Vehicles, the core contents of which are:
First, low-speed electric vehicles are included in the new energy vehicle standard, and the definition of micro pure electric passenger cars is increased;
Second, it is not linked to double points, and there is no subsidy;
Third, do not accept lead-acid batteries, only use lithium iron phosphate batteries or ternary lithium batteries;
Fourth, the low-speed electric vehicle quality, crash safety test, maximum speed, body size, number of seats, etc. make detailed requirements;
Since November 2018, the Ministry of Industry and Information Technology, the National Development and Reform Commission and other six ministries jointly issued the "Notice on Strengthening the Management of Low-speed Electric Vehicles", which determined the 12-character management idea of "upgrading a batch, standardizing a batch, and eliminating a batch".
After nearly 3 years, the "old man's music" that has been frequently involved in accidents has finally stopped being "blind music" and "tight curse" without rules and regulations, and everything cannot be without supervision.
The first question is, where does punk beauty come from?
The former is the "sea of stars" of punk beauty, and the latter is the "real thing" that requires punk beauty to be "down-to-earth" to complete.
Yes, punk Meimei is a miniature pure tram transformed from "Old Man Le" after strengthening supervision and targeting the future massive market of A00-class pure trams.
In fact, in the face of "market temptations" and "policy changes", punk Meimei's parent company is not too late to act.
At the beginning of 2018, Hebei Yujie Automobile Co., Ltd., which has been doing a good job in the gray field of low-speed electric vehicles, intends to change its name to "Lingtu Automobile Co., Ltd.", and plans to establish Lingtu Automobile Holdings Co., Ltd. at the end of that year.
At that time, Zhang Liping, chairman of Hebei Yujie, revealed that in the case of unclear policies for low-speed electric vehicles, Yujie shifted the focus of development to the field of passenger cars.
The ideal is beautiful, the reality is very bone.
In June 2018, Hebei Yujie, who was "full of ambition", participated in the 5th Qinghai Lake Electric Vehicle Challenge with its first new energy vehicle product, K-ONE.
According to the dictation of many witnesses at the scene, the K-ONE in the pile around the test, just entered the track soon, began to swing seriously, after the fourth pile barrel, the vehicle has been uncontrollable, hit the roadside teeth, directly causing the left front wheel of the vehicle to fall off.
As a result, the K-ONE became the only "player" in the dozens of models participating in this competition to have a side-skating collision.
According to the analysis of professionals, the main cause of the K-ONE accident is that due to the lack of active safety configuration of the whole vehicle, the vehicle handling performance is not enough, and it is difficult to achieve the basic quality that an automobile product that can be standardized on the road should be. Not to mention, this is still "participating".
Perhaps considering the "unlucky" of Lingtu K-ONE's "death before leaving the school", Hebei Yujie did not change its name in the end, including the three names of Lingtu, Punk and Lewei, becoming the three automobile brands under Hebei Yujie.
After more than two years of dormancy, Hebei Yujie underwent a capital transformation, ushered in the clarity of the policy, coupled with the first bucket of gold excavated in the mass production of the "old man's music" era, Hebei Yujie's "initial heart" must become a member of the "upgrade batch".
Hongguang MINI EV is on fire in the market, becoming an accelerator for Hebei Yujie to trot all the way and enter the market. At one point, the current punk beauty was even officially named "punk MINI EV".
Anyway, Punk Meimei finally came - a three-door two-seat layout, endurance of 120-170KM, priced at 2.98-468 million yuan A00 class pure electric car.
From the perspective of model, price, endurance, etc., it is clear that punk Beauty is here to ask Hongguang MINI EV for a piece of the pie.
In view of the fact that punk Meimei was only listed at the end of March, regardless of sales, the vehicle is still in the delivery period, and there is not much real use data, we do not argue whether punk Meimei really changed the "old man music" gene on the predecessor "leading K-ONE".
Only from the aspects of punk meimei's product positioning and post-service promotion planning, we will analyze one or two, and talk about whether those "star seas" in the eyes of punk meimei can be realized.
The second question, is the small + multi-functional product positioning reliable?
The punk Mesa is slightly larger than the Minni EV body, such as the former with a wheelbase of 1950mm and the latter with a wheelbase of 1940MM. To tell the truth, this gap is not obvious in the actual feeling. Fortunately, punk beauty is a two-seat layout, which brings the volume advantage of the trunk.
Punk Meimei took this opportunity to propose a multi-functional, multi-scene concept based on a small car. As the focus of product promotion, punk beauty has been mentioned many times:
——" Its trunk has a storage capacity of 766L, which can be placed in the car refrigerator, stroller, large gift box, etc., taking into account the small size and large capacity." "
It seems that in view of the strength of the Hongguang MINI EV, punk Meimei has the intention of avoiding its sharp edge, and the above product descriptions are all playing the card of "differentiated competition".
But Hebei Yujie ignored an important problem, as an AO-class pure tram, the maximum endurance is not more than 180KM, which is still under the NEDC working conditions of the data, the real endurance and then a 30% discount is not excessive. Coupled with the petite body and two-seat layout, this is doomed to the use of punk beauty can not be broad.
Think about it, the punk's beautiful trunk has a car refrigerator and a stroller, and it is clear that the family of three is running for the purpose of "outing and cooking". Husband driving, wife riding co-driver, where should the child sit? Where should the child safety seat be placed? The key, but also carefully calculate the distance, the lack of electricity on the way is not good.
Therefore, "many and miscellaneous" cannot become the characteristics of punk beauty use scenes, and "small and specialized" is the ultimate pursuit.
Punk Meimei is a city short-distance commuter car, buying a vegetable car, children to and from school to pick up and drop off the car, these definitions are fully expressed through the product, and the task of accurately creating punk Meimei products is completed.
Not to mention, in order to obtain a large space for the carrier, two super practical seats have been lost, which is enough for many prospective users to return the sight of their choice to the Macro MINIEV.
After all, where is the practicality of the four-seater car, the seat can be folded, and the two sides of the load and pull the goods are not delayed;
After all, the product positioning of Hongguang MINI EV has only one, "people's scooter", and all users know what it can do and what it can't do.
Therefore, the differentiated product positioning that looks very clever in punk meimei is not smart, and the product characteristics of punk meimei cannot bear its large package of product positioning.
In fact, security is the core appeal of this market segment.
Although the consumption of this segment is short-distance travel, many of them are used to pick up and drop off children, and once it comes to the next generation, safety is the core appeal.
Unfortunately, we don't see punk beauty's emphasis on "safe" selling points, of course, it may also be because punk beauty does not have any safety selling points.
There is a set of data is very interesting, Hongguang MINI EV the entire body of high-strength steel ratio of more than 57%, while the official website punk beauty of ultra-high strength steel ratio of 59%, punk beauty with a slight advantage to win.
In addition, we also noticed that the punk Meimei series does not have an airbag configuration, while the Wuling Hongguang MINI EV has entered the airbag era.
Not creating a selling point with security at its core is actually a tactical blunder of punk beauty.
The third question, can the punk Meimei "battery swap" gimmick be played?
At the punk meimei product launch, the official made it clear that in the innovative model, punk cars also "took the lead" in proposing a small multi-functional electric passenger car replacement ecological model. The user power exchange process is mechanically operated and takes only 3 minutes.
As we all know, power exchange is a pure tram service mode that can be promoted by relying on the asset-heavy operation mode, and the construction of an ordinary scale replacement power station has an initial investment of about 5 million yuan.
Weilai Automobile is the forerunner of the "power exchange mode" in the new forces of car manufacturing, geely, Changan, including BAIC New Energy and other traditional car manufacturing forces are also plotting to change the power operation mode.
The reason why the above -mentioned "few" can afford to play the power exchange mode is that each has its own "business experience".
Weilai Libin, Qin Lihong and other executives have said many times: When it comes to the price of Weilai products, everyone should not only focus on the product itself, in fact, the price of each Weilai car includes many service items in the later stage.
The price of Weilai's luxury car can barely support the replacement of electricity, not to mention, even if Weilai sells a car at a loss, it must also support the stock price that has been "inflated" through the amount of products. Weilai's current gameplay today, punk is not yet able to reach.
As for a number of traditional car-making forces, in addition to their own strong capital and the support of national policies, people have a large amount of products. The share of a single "travel market" is the "big data" that small car franchisees and punk cars can hardly match.
Taking Geely as an example, in just a few years, in just a few years, it has joined hands with Mercedes-Benz to lay out the high-end travel market "Yao Travel", in addition, there is also the mid-end market "Cao Cao Special Car", after taking Down Lifan, it will soon force the low-end travel market "Maple Leaf Car", these Geely brand car products running all over the street, once added to the power exchange mode, are enough to support its normal operation.
What do punk cars do to support?
According to the plan, in addition to punk beauty, punk companies also plan to launch punk duoduo, punk lala, at present, its three products are A00 class cars, the price is difficult to exceed 60,000, the endurance does not exceed 200KM city scooter.
Obviously, not only the price can not support the power exchange mode, the actual use of the power exchange does not have much demand. Fast charging, convenient charging, and low-cost use are king.
Think about it, the nameless punk car wants to change the battery, not a gimmick and what is it?
In fact, from the manufacture of low-speed electric vehicles to the manufacture of new energy vehicles, for Hebei Yujie, it is not only a transformation, an upgrade, but also a challenge.
But whether it is multi-functional, multi-scene, or into the game to change the power, what we see is still a Hebei Yujie He Punk Meimei full of low-speed electric vehicle thinking. Ignoring the creation of a safe selling point also made Hebei Yujie lose the strategic opportunity of "revolutionizing" Hongguang MINI EV.
After all, the car is small, but the car is good – this is the ultimate pursuit that punk cars should have.