Competing for the new energy market, upgrading old and new enterprises?

When most consumers are still considering whether to buy a fuel car or a new energy car, Beijing has staged a situation in which the No.1 new energy vehicle is hard to find.

Recently, Beijing's new energy index information has been frequently screened, which not only robbed Evergrande of a 75% discount, but also robbed people living in Beijing of their dream of "having a car at home". Because Beijing has a large population and a large number of cars, the lottery policy has followed. Compared with the lottery of fuel vehicles, people still place more hopes on new energy vehicles. However, according to the published configuration data of ordinary passenger cars in the first phase of this year, more than 467,000 people have applied for new energy indicators, while in 2020, there are only 54,200 individual new energy passenger cars, and the demand far exceeds the supply, resulting in the situation that winning the lottery is comparable to winning the lottery. Those who apply for new energy indicators may have to wait another nine years, and the indicators will not be available until 2029, and the "dream of having a car" will be shattered again.

Why is the new energy vehicle market so hot? Is it because new energy vehicles are easier to get a license? This is one of the reasons, but certainly not the decisive factor.

With the development of new energy vehicles, the maturity of technology and the perfection of industrial chain. People no longer look at it with colored glasses as they did at the beginning, and have more tolerance and encouragement for the new forces of building cars. The entry of traditional car companies has also injected more vitality into the new energy vehicle market.

When we meet in a narrow road, neither the new car-making forces nor the traditional car companies will make any concessions on the big cake of new energy. So, by contrast, who will have the advantage of the two?

A new force in automobile manufacturing: innovative consciousness

Speaking of the selling points of the new forces of building cars, aside from hot topics, from the characteristics of the vehicles themselves, Internet thinking has become one of the core attractions. Many of the new forces in building cars are transformed by Internet companies. Applying Internet thinking to building cars has a stronger sense of innovation. For example, some mainstream new forces in the market have added intelligence to the design of vehicles, such as human-computer interaction and exclusive design. Seeking privatization that is different from traditional vehicles and meets the needs of consumers, so that every car becomes everyone's exclusive car.

Innovative consciousness is not only manifested in intelligence, but also in shape design and car-making ideas. Compared with some traditional car companies with rigid thinking, the new forces are less bound by practice and innovation, with higher overall execution and relative boldness.

The new force of building a car: go into battle lightly

At the same time, compared with traditional car companies, the new forces generally adopt the strategy of light assets. For example, in the manufacturing process, the new forces will generally choose to rely on the OEM mode of traditional car companies to mass-produce cars, saving a lot of money in terms of factory costs and car-making qualifications, such as the cooperation between Weilai and Jianghuai, Tucki and Haima.

In the offline field, the new forces of building cars are also more flexible. For example, Wei comes from an offline store and sells it through an online app; Tucki's direct sales+authorization model, and split the 4S function, and set up a user experience center and an after-sales service center respectively.

The new force of making cars: after-sales service

In addition, the user experience and service of the new forces of building cars are also quite distinctive. Contrary to traditional car companies, the new energy vehicles built by the new forces of making cars are generally relatively high in configuration. In terms of service experience, taking Weilai as an example, the power exchange service is proposed. Neodai? User annual meeting and other functions, and these services are not available in traditional car companies. From the consumer's point of view, the feeling brought by such novel service is incomparable to ordinary car companies.

What are the advantages of traditional car companies launching shock waves in the field of new energy?

Traditional car companies: production qualification+production base+money

Traditional car companies have production qualifications and their own production bases, and the product quality and reliability are quite high. They are well-funded and do not need to seek financing everywhere like the new forces. For example, which Volkswagen invested 654.38+07 billion yuan to build a new energy factory in Shanghai, and also developed a MEB platform specifically for new energy vehicles, which can be seen from the big picture.

Traditional car companies: R&D strength+money

Since it is a transformation, the research and development model is particularly important. For traditional car companies, with years of accumulated technology as a guarantee, core components such as engines can be independently developed. Although it may take a lot of manpower, material resources and time, it is a trivial matter because traditional car companies have such ability and capital. For car companies that are in urgent need of transformation, time will not be too abundant, so they will choose to cooperate with new forces, or buy or obtain core components and technologies through other means, and then use them through later adjustment and improvement. This kind of capital ability has made many new car-making forces trapped in the capital chain exclaim, "Fighting with horses, the rich are like this."

Traditional car companies: perfect sales channels+money

In addition, in the sales model, traditional car companies rely on years of business layout, sales channels have already spread all over the country, and there is also a mature process in sales and after-sales service. Not only has accumulated rich experience, but also has a certain appeal in word of mouth and product strength, so that products can impact the market faster.

Summary: In the current new energy market, it is only a matter of time before any brand can compete for this cake. Obviously, traditional car companies are attacking the new energy market, which is an Alexander thing for the new forces to build cars. The comparison between "heart" and "new" by the new forces has also won the recognition of a large part of consumers in the market. In this contest between traditional car companies and new forces, who can win the final victory needs the final referee-consumers to make a decision.

(This article was originally written by the editorial department of Auto Review Society, please indicate the source: Auto Review Society)

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.