The battle of three factions in the transformation of new energy

The battle of three factions in the transformation of new energy

The new energy transformation of traditional car companies has been clearly divided into three factions.

Mass flow: internal reform, pushing ID series, not making brands, new energy products or Volkswagen, BBA and Porsche also belong to this genre, and Toyota also belongs to this genre;

Electric horse flow: classify the new energy series into its sub-brands and make the sub-brands into new energy brands. Volvo, represented by Ford's transformation of mustang into electric horse, also belongs to this genre;

New brand stream: A brand-new new energy brand is launched, and a large number of local car companies belong to this genre, such as Geely and Beijing, Guangzhou Automobile and Ai 'an, Dongfeng and Lan Tu, SAIC and Zhiji.

As far as China is concerned, the effect of nativism is the most remarkable, and China is the most competitive regional market in the field of new energy, which seems to prove that the new brand strategy is indeed effective. On the road of transforming new energy, the new brand has really helped traditional car companies avoid many problems. The most important point is that the new brand separates the new energy products from the original products.

The dilemma of mass flow: pig eight quit looking in the mirror.

Take the public whose transformation is blocked as an example. They don't promote new brands, so the new energy series models always have a clear relationship with the original models. In addition, many traditional car companies in this genre are not determined to transform, and many times they are still pushing oil and electricity products. New energy vehicles are more closely related to the original models, which is transformed from the latter.

So it gives consumers the impression that:

In the minds of consumers, the prototype fuel vehicle is an idealized vehicle with a high status, while the new energy vehicle is a four-unlike policy, which has lost the soul of the prototype fuel vehicle.

New energy vehicles are often more expensive than prototype fuel vehicles. The new energy vehicle was originally forcibly transformed, and its position in consumers' minds is far lower than that of the prototype fuel vehicle, but its price is more expensive than the latter.

When this new energy vehicle was put on the market, there were many original new energy vehicles based on the three power systems, such as Tesla, BYD and Wei Xiaoli. Compared with these real new energy vehicles, the new energy vehicles of traditional car companies have inherent shortcomings in product structure.

In this faction, many new energy models of traditional car companies are not selling well. In-brand comparison, it is not as good as the prototype fuel car, and even the price is more expensive than the latter; Compared with the external market, Tesla, BYD and Wei Xiaoli are not as good as playing with electricity, and their internal and external affairs are difficult, so their market performance is naturally trapped.

Look at the brand-new process, brand-new logo, brand-new modeling, brand-new price system, and new energy architecture based on the three power systems. Without a prototype fuel car, it's like a ghost. On the contrary, it is gradual and the effect is much better.

The Root of Mass Mobility: Gandang, Marshal Tian Peng.

Does this prove that the new energy strategy of mass traffic is not as good as that of new brand traffic? That's not true. Mass traffic and new brand traffic are not their own active paths. These schools are just choices made by different car companies based on different environments, so there must be differences.

The traditional car companies in the Volkswagen camp all have brands with strong appeal. Volkswagen, Toyota and BBA are all well-known brands in consumers' minds, so it is reasonable to keep the original brands.

The original brands of Geely, GAC Chuanqi, Dongfeng and SAIC are all under construction, and there is no brand support for new energy vehicles. Poor sales will affect the development of the original brand, so simply push a new brand.

Ford pushes electric horses like Volvo pushes Polaris. Independent brands are not as strong as Volkswagen, Toyota and BBA, and new energy vehicles can't get enough brand help when they hang up logo. Simply hanging high-performance sub-brands can get some high-performance aura and reduce the risk to the original brand.

The fundamental reason why the public traffic is slightly lower than the new brand traffic is that it is not firm enough and the investment is not enough. In the mass flow camp, there are not a few people who seriously build new energy vehicles; In the new brand traffic camp, the vast majority of people seriously build new energy vehicles.

Many traditional car companies in the Volkswagen camp have not really invested in the construction of new energy vehicles, so there will be so many oil-to-electricity, the competitiveness of products will decline, they will be more eager to rely on the power of brands, and they will be even more reluctant to brand their iconic shapes.

It is precisely because of this that the model is more entangled in the prototype fuel car, and it can be seen at a glance that there is an unclear relationship, so it is getting deeper and deeper in the dilemma of "it is originally a fuel car, but it is more expensive after modification".

Heterogeneity of mass flow: the mass flow dilemma of quality.

The public is an alien in the mass flow. They are really determined to build new energy vehicles, and their innate conditions and genre strategies are also the best.

Volkswagen itself is a brand with strong appeal, and it is a convincing existence in the hearts of consumers. It is absolutely right to keep it. Public identity card. Series can still be regarded as a Volkswagen model, but it is weakly related to the shape of existing fuel vehicles. Unlike other car companies in the Volkswagen camp, the new energy vehicles of Volkswagen are the real pure electric foundation.

However, the market performance of ID series is still not as good as that of Tesla and BYD. Of course, product strength is one aspect. The latter two have been building new energy vehicles for more than ten or twenty years, and the gap cannot be smoothed out at once.

The more complicated reason lies in the brand system. As far as brand appeal is concerned, Volkswagen may not lose to Tesla. Volkswagen's dilemma lies in the entanglement of the old brand system. Although ID. The storefront is also built in the business district, and it is still sold in parallel with the fuel car. Although it is an agent model rather than the original buyout model, sales are more willing and better at promoting fuel vehicles. After all, Volkswagen fuel cars have been sold very well, and they can also give discounts.

BYD can be used as a case reference here. BYD's new energy transformation is also a mass flow, which ushered in a big outbreak. A very important node is to stop selling fuel vehicles. That's what happened. Volkswagen can't stop selling fuel vehicles yet, but as long as it uses an independent network and a brand-new dealer, the effect will be very good (of course, there are many interests involved behind it, which is not easy).

Volkswagen did a good job, retaining the reserved brand, creating the new energy architecture, and partially abandoning the appearance of the abandoned fuel vehicle. But the key is this "partial abandonment". All brands in the mass traffic camp, without exception, can't really do subtraction completely. No matter how good the public is, they can only give up partially.

If BBA, like Volkswagen, completely builds a brand-new new energy series-instead of using the fuel car system to make new energy-if BBA and Volkswagen can abandon the original fuel car sales channels and establish a new energy sales network, the original network sells fuel cars and the new network sells trams, they may not lose to Tesla. After all, consumers born after 80s, 90s and even 00s grew up with these brands and "Made in Germany" and have a deep-rooted complex for BBA.

If Volkswagen and BBA had done this earlier-before the launch of Model 3-they might have "completely exploded Tesla", but this time has passed.

Conclusion: Mass flow &; New brand flow, PPAP dream.

Fashion has the most precious heritage, that is, brand; However, they also have lingering ghosts, that is, fuel vehicles that are still selling well and fuel vehicle sales networks that are too big to fail. There is nothing in the new brand stream, no brand assets that can be used, and no entanglements and entanglements that cannot be thrown away.

If you have to make a hard distinction, you don't have to make a fuss, but you can imagine it in a whimsical and simple way: if you can enjoy a strong brand effect without being entangled by the ghost you can't get rid of.