Competing for the "cake" of the new energy automobile market, traditional automobile enterprises break through "showing muscles"

Focus on affordable models

Another brand of new energy vehicles that wins by selling price is Wuling Hong Guang Mini Electric Vehicle, which has been selling well since its listing in 2020. According to official data, the sales volume of Wuling Hong Guang Mini EV7 in July was 26,907 vehicles, and the cumulative sales volume of 202 1 and 729 1 .2 vehicles, surpassing Tesla to become the monthly sales champion model of new energy vehicles in China.

Cui Dongshu, secretary-general of the Association, also believes that an important factor for Euler and Wuling Hong Guang miniEV to break through in the market is that they both focus on low-priced models and do not directly compete with the new forces in the high-end field.

The A-class market is regarded as the "comfort zone" of fuel vehicles. For a long time, A-class cars have occupied nearly half of the whole automobile market, and it is also the most competitive market segment in the automobile market.

"From the perspective of the development of electric vehicle enterprises, the A-class market is an inevitable choice. The share prospect of this market segment and its potential to promote the sales level of electric vehicle enterprises are huge. At present, there is no absolutely leading boutique model in this market segment, which means that whoever can take the lead in building one or several boutique models in this blue ocean market will have an unquantifiable brand advantage and position in the A-level market. " Cui Dongshu thinks.

Freeman Shen, founder, chairman and CEO of Weimar Automobile, predicted that by 2030, electric vehicles in the price range of/kloc-0.5 million yuan to 250,000 yuan will occupy about 60% of the market, and the penetration rate will increase from 3% to 40%.

Dong Yudong said that the pure electric vehicle market in China is quietly changing from "spindle shape" to "dumbbell shape". Euler is also stepping up to expand the product matrix. In addition to the layout of A00 black cat, white cat and A0 good cat, A+ SUV and cars covering the B-class car market were also launched.

Compulsory marketing promotion

A number of traditional car companies mentioned the transformation of marketing promotion in the recently disclosed semi-annual report. SAIC said that the company will accelerate the transformation of the "user-centered" business model, focus on improving the ability of direct users, and accelerate the transformation to a user-oriented high-tech company with technological upgrading, business globalization, high-grade brand, mobile travel service and ultimate product experience.

SAIC believes that from the perspective of market evolution, young users represented by the post-80s and post-90s have become the main group of automobile consumption, and the characteristics of personalized, diversified and stratified users are more obvious. Accelerating the ability to reach users directly through online means has become an important basic ability to achieve accurate user portraits and product definitions, fine marketing communication and user operations.

Beiqi Blue Valley said that it will focus on market sales and product upgrades in the second half of the year. ARCFOX brand focuses on three major tasks: brand communication, sales promotion and channel construction. The marketing expenses of Beiqi Blue Valley in the first half of the year were 532 million yuan, up 75.92% year-on-year.

Compared with traditional car companies, at the marketing level, the new forces of making cars have more Internet genes. Weilai launched a community called "Weilai EP Club" on its official APP. According to reports, the community is "the top user club of NIO brand in China". To become a member of EP Club, you need to buy an EP9 with a price of $6.5438+0.48 million (equivalent to about RMB 9.56 million), or ordinary Weilai owners will grant annual membership according to the accumulated Weilai points. Activities will be held in the community to invite car owners to play, so as to build brand influence.

"Circle marketing seems to be high-end, and the actual effect is only clear to car companies themselves. Users pay more attention to cost performance when buying a car, and the real reputation of car companies is reflected through products and services. Like the' autopilot incident' in Weilai some time ago, the polarized feedback of car owners well reflects that products and services are the focus of car companies' development. " Eric Suen Yiu Wai said.

Give full play to the advantages of mass production.

The data shows that in July, the retail sales of new energy vehicles in China exceeded 10,000, including 45,782 BYD, 32,800 SAIC-GM-Wuling and 0/0604 GAC Aian. The new car-making forces represented by Xpeng Automobile, Weilai and Ideality delivered 8040 vehicles, 793/kloc-0 vehicles and 8589 vehicles respectively in the month.

It seems that the new forces of building cars are born with new energy and intelligent genes, but in the face of new energy vehicle sales data, traditional car companies obviously have an advantage.

Tong Tong (not his real name), an auto industry analyst in roland berger, said that selling "futures" is a feature of the new force of making cars. Traditional car companies have more stable production capacity and mature supply chain than new forces, so it is not easy for traditional car companies to jump tickets after launching new cars, and their delivery ability is stronger.

In addition, traditional car companies are also increasing investment in technology research and development. The semi-annual report shows that in the first half of the year, SAIC's R&D expenses were 7.764 billion yuan, a year-on-year increase of 32.89%; Great Wall Motor's R&D expenditure was 65.438+85.8 billion yuan, a year-on-year increase of 52.27%; Beiqi Blue Valley invested 408 million yuan in R&D, a year-on-year increase of 55.94%.

SAIC said that the company has realized the strategic layout of the technology base by building the "five centers" of software, cloud computing, artificial intelligence, big data and network security, and initially formed a "cloud-end" integrated full-stack smart car solution consisting of centralized and domain-controlled electronic architecture, SOA software platform, smart car data factory, artificial intelligence algorithm and smart chip, full-stack OTA and network security solution. At the same time, on the basis of independent control of core technologies such as battery, electric drive and electronic control system, the company has laid out key technologies such as a new generation of lithium batteries, solid-state batteries and IGBT electric drive modules.

Tong Tong said that we can often see that the delivery time of new car-making power is delayed or even not delivered. Traditional car companies should give full play to their advantages, so that consumers have greater confidence in their products, and at the same time give full play to their capital advantages and shorten the research and development cycle.

Eric said that the advantages of traditional car companies lie in sales channels and perfect after-sales service. The wider and denser the distribution of sales network, the more perfect the after-sales system, the more products sold, the higher the brand coverage, and the more new users will be opened up, so that users can spontaneously form group discussions around the company's products.