Counterattack traditional car companies? How to treat the high market value of new forces in 2020?

Recently, many research reports are analyzing and judging the high market value of new power cars in 2020. There are many influencing factors, the most important one is: too much money! (On the one hand, it is overseas funds, on the other hand, it is the internet circle behind the new forces). These new forces have performed really well this year, especially in the process of gradually opening up the private-end new energy vehicle market, which highlights the high-quality emerging vehicle companies have the opportunity to counterattack traditional vehicle companies at home and abroad.

The development stage of the new force of making cars

I think in 2020, we will see the second stage of new forces building cars. After the first stage of parts, financing, vehicle release, delivery and IPO, through vehicle positioning and iteration, it began to enter the stage of expanding sales and gradually increasing production capacity. The most important reason is that although the share of traditional independent car companies is relatively high, it is based on relatively high subsidies and B-end market expansion. With the decline of subsidies and the decline of demand in the B-end market, the growth rate of new energy vehicles of different enterprises is different now that the private market occupies the main demand.

Figure 1? Several stages of the development of new car-making enterprises

As shown in the following figure, in this year's poor overall environment, several new car-making enterprises in the head have weathered the most difficult financial crisis and started high-growth expansion after replenishing funds.

Figure 2? Brand number of new car-making enterprises

I think there are two main things that the new forces did right: they found the corresponding segmented buying groups through positioning and improved the conversion rate through differentiated buying channels. Traditional enterprises, whether domestic or foreign brands, rely on the original 4S shop system, which is very effective for mature products such as fuel vehicles, but it is difficult to treat products such as new energy vehicles that require relatively high-quality sales and service personnel equally.

Figure 3? Two great achievements of new car-making enterprises

Therefore, this has also caused three price gradients for the three companies whose market value of US stocks has risen. In the price range, Tucki is actually under the greatest pressure; Weilai and Tesla are the most open, and the ideal play is the most special.

Figure 4? Price Positioning of the New Force of Building Cars

The arrival of domestic Tesla, constantly adjusted prices and relatively concentrated sales strategies have given new energy vehicle companies valuable spillover effects. Potential car owners will consciously or unconsciously compare their products, which brings:

1) valuable traffic! Before buying, you should look for suitable products and try them out.

2) If you don't want to be hacked by Tesla, you have to compare it from all aspects. Through comparison, it also highlights the advantages of these new forces-they are not so bad in intelligence, materials and service level, and they all learn from Weilai on the server side, and their overall level is not low.

Figure 5? Now the products of the new power car company are more expensive and easier to sell.

This comprehensive effect makes the new force car companies faster mainly in the city of seepage velocity, and more influenced by Tesla in the restricted cities, but not much worse in the second-tier cities, and even healthier in the overall state.

Figure 6? The use and distribution of new forces in building cars

However, I think an obvious feature of the automobile industry is the product cycle. No matter how fast the product is developed, it will take some time. At present, this is the end of the product cycle of traditional automobile enterprises-from oil to electricity to platform products not connected, and the pressure brought by the epidemic is even more challenging for traditional automobile enterprises. The new forces that focus on the new energy vehicle market will respond faster in 2020, but in a longer period of time, every enterprise will spend a lot of resources to smash products and push a round. Starting from 202 1, this repressive strategy will make China's fully competitive new energy vehicle market enter a state of excessive competition, which can be seen from the current mode of automobile enterprises in various countries promoting high-end brands of pure electric vehicles.

Summary: At the small meeting, the leader said, looking back, 10 is the reserve period of electric vehicles, and 202 1 will accelerate the competition, but it will take a long time.

Figure | Network and related screenshots

Author's brief introduction: Zhu Yulong, senior engineer of three electric systems and automotive electronics for electric vehicles, is the author of Hardware Design of Automotive Electronics.

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