Who is the "stumbling block" that prevents Tesla from going to the countryside?

New energy vehicles are accelerating toward the sinking market, looking for new incremental space.

However, for more new energy vehicle brands, how to break the dilemma of low prices in the sinking market, increase the added value of products, and obtain more profits in addition to the increase in sales are long-term problems that need to be faced.

On the other hand, after Baidu, Xiaomi also intends to enter the game. Traditional car companies continue to launch new new energy brands, and more and more players are entering the game.

In 2020, the power of new cars will usher in strong growth, and Tesla will also achieve sales of over 100,000 vehicles in the Chinese market. Many high-end brand new energy car companies have also begun to deploy the sinking market, but the sinking market is still difficult to become their blue ocean.

The sinking of high-end new energy vehicles faces many problems

The research report released by Bitauto Research Institute shows that in the first three quarters of 2020, high-end new energy vehicles accounted for 54.68% of purchase-restricted cities, which was significantly higher than the share of passenger car and new energy vehicles in purchase-restricted cities. The current major markets for high-end new energy vehicles are still in policy-led restricted cities, such as Shenzhen, Guangzhou and Shanghai.

In addition, regardless of whether the new energy vehicle market or the passenger car market, compared with the same period in 2019, the proportion of sales in cities with purchase restrictions in the first three quarters of 2020 has increased slightly. Only high-end new energy vehicles have shown a downward trend. This means that the market requires high-end new energy vehicles to sink into the market.

The new energy high-end brands launched by traditional car companies, such as ArcFox launched by BAIC, Lantu launched by Dongfeng, etc., in addition to self-built brand experience stores in first-tier cities and key cities, they use traditional dealerships in other cities Layout: Among the new car forces, Xiaopeng, Tesla and NIO are all accelerating their sinking and expanding experience stores and after-sales services.

For example, Xiaopeng Motors has expanded its experience center to Liuzhou, Luoyang, Weifang, Linyi, Yancheng, Nantong and other third- and fourth-tier cities; Tesla announced its central city entry plan in June 2020, including Yancheng, Nanning, Tier 3 and 4 cities such as Huzhou, Taizhou and Linyi.

However, although the current high-end new energy vehicles have more visibility and brand capabilities, and have long-term expansion plans, they still face many problems in sinking.

The brand capabilities of high-end new energy vehicles have gradually been recognized by the sinking market. Mr. Chen, a consumer who is about to buy a car, told Sina Technology that he was going to buy a Tesla, and some friends recommended him Polestar, BYD and other models, but in comparison, Tesla has a higher awareness and can Make yourself more face.

Mr. Zhao, who invested in a factory in a county-level city in the west, told Sina Technology that his social circle is more likely to accept higher-priced new energy vehicles. For example, he has a friend who bought a NIOES8; besides owning a Model 3, he also Want to buy a new energy pickup CyberTruck that Tesla has not yet started delivering. "When I drove Tesla out, many people still took pictures of my car. They really rarely see a car with this appearance." Mr. Zhao said.

The two interviewees belong to a relatively special group in the sinking market-their income is guaranteed, they have sufficient lifestyle and social needs, and they are willing to try new things. More people tend to be conservative and pay more attention to cost performance.

A number of interviewees told Sina Technology that for new energy vehicles, consumers in the sinking market are currently more concerned about the safety of vehicles, after-sales and the preservation rate of second-hand disposal. This is different from consumers in first- and second-tier cities. In addition to vehicle safety and after-sales, they are more concerned about vehicle design, brand, and convenience of charging.

However, the after-sales service of new energy vehicles, especially the products of new car forces, still needs to be improved.

The aforementioned Mr. Zhao, who was interviewed, once encountered the problem of not being able to start after charging, and it coincided with the National Day holiday. As a last resort, he had to send the car for repair and return to his hometown for the holiday. However, the maintenance point with after-sales capability is some distance from his hometown. He can only drive hundreds of kilometers to pick up the car after the car is repaired.

The high discount rate and unstable price of new energy second-hand vehicles also affect the sinking market consumers' desire to purchase new energy high-end models.

A second-hand car dealer told Sina Technology that he has been in this industry for more than ten years and has no plans to get involved in new energy vehicles for the time being, because the price of new energy vehicles is unstable and it is common for the best-selling Tesla to cut prices. If the inventory is digested too slowly, the loss will be too great. In addition, the current overall market share of new energy vehicles is not high.

Mr. Zhao, who was interviewed earlier, also complained to Sina Technology that he bought Model 3 for more than a year. “It’s a loss of 100,000 yuan (USD $14286) . It’s not as good as a Japanese fuel car I drove and sold for ten years. 40% of the original car price."

A person in charge of a second-hand car platform told Sina Technology that whether it is a new car or a used car, new energy vehicles are not very popular on the platform, mainly because of the large price changes of new energy vehicles and the low market share. "The more it sinks, the thinner the channel profit will actually be. You can't stand the toss, otherwise you will lose more."

Although Tesla and NIO both have official second-hand car business, and other brands also have second-hand car channels, the status quo of pricelessness and high discount rate still has a negative impact on the sinking market's acceptance of high-end new energy vehicles.

Policies and low prices continue to promote the sinking of new energy vehicles

Driven by policies and low prices, many entry-level new energy vehicles have become the darling of the sinking market.

An automobile brand sales specialist working in a third-tier city in the west told Sina Technology on the phone that many customers went straight to the new energy model after arriving in the store and used it as a supplementary vehicle for the family. Based on the overall cost considerations, new energy Cars have become the primary choice for these customers for short-distance travel and transportation.

New energy vehicles going to the countryside has become one of the contents of the "New Energy Vehicle Industry Development Plan (2021-2035)" (hereinafter referred to as the "Plan").

On January 19, 2021, at the Inter-ministerial Joint Conference on Energy Conservation and New Energy Automobile Industry Development in Beijing, Xiao Yaqing, the convener of the joint conference, the party secretary and minister of the Ministry of Industry and Information Technology, stated at the meeting that 2021 is the "Plan" In the year of start-up, we must focus on four tasks. One of them is to launch a new round of new energy vehicles going to the countryside and introduce more preferential policies for use links to further stimulate private consumption.

Previously, under the organization of the Ministry of Industry and Information Technology and other three departments, three batches of new energy vehicles to the countryside have been carried out in 2020.

On July 15, 2020, the General Offices of the Ministry of Industry and Information Technology, the Ministry of Agriculture, and the Ministry of Commerce jointly launched the new energy vehicles to the countryside. The four-month event took place in 5 cities.

In the final battle in Kunming, Yunnan, Luo Junjie, Director of the Equipment Industry Department of the Ministry of Industry and Information Technology, revealed that according to preliminary statistics, the sales of new energy vehicles to the countryside in the past four months have exceeded 180,000.

After the first batch of catalogues of 16 models from 9 car companies, the Ministry of Industry and Information Technology subsequently released 2 batches of catalogues. In the three batches of catalogues in 2020, a total of 61 models from 24 car companies participated in the car to the countryside, including Weimar Motors. There are also models of new car-making forces such as, Leaprun Auto and others.

Sina Technology combed and found that the 61 models selected in the catalog were mainly small cars and mini cars with A-class and A0-class prices below 100,000 yuan (USD $14286) , such as Great Wall Euler R1, Wuling Macro Mini EV, Zero Running T03, and Changan Ben Ben E-Star and so on.

During the Spring Festival, Sina Technology learned through visits and interviews that new energy vehicles are gaining more and more recognition in the sinking market. Many people have already purchased new energy vehicles or are willing to learn about new energy vehicles, but the market demand is still focused on getting started. On new energy vehicles for transportation.

On the whole, the current entry of new energy vehicles into the sinking market is still mainly driven by policies and low prices, but sinking is an inevitable trend for new energy vehicles in the future.

Mr. Zeng, who is engaged in auto insurance-related occupations in a third-tier city in a western province, told Sina Technology that although fuel vehicles are more mature than new energy vehicles in terms of claims standards and systems, he is currently dealing with more and more claims for new energy vehicles. This means that the number of insurance on new energy vehicles is increasing.

Mr. Li empathizes with this. His company mainly provides sales training and precision marketing services for offline 4S stores. He is usually based in provincial capitals, but often travels to surrounding counties. The proportion of his customers selling new energy vehicles is gradually increasing. , Many customers expressed their hope to find more consumers interested in new energy vehicles.

Mr. Li told Sina Technology that his city has implemented stricter management of two-wheeled electric vehicles and three-wheeled electric vehicles, which has stimulated consumer demand for low-cost four-wheeled electric vehicles to a certain extent, hoping to satisfy short-distance travel through the latter. The need for travel. This situation also occurs in first-tier cities such as Beijing and Guangzhou. One side is bad and the other is good policy, so sales will naturally increase.

A Wuling Motors salesperson told Sina Technology on the phone that compared with previous years, there were slightly more staff on duty in the store this year. On the sixth day of the Lunar New Year, all staff have officially started to work, and they have prepared new energy models with sufficient inventory. For consumers to purchase and accelerate delivery.

Xu Haidong, deputy chief engineer of the China Association of Automobile Manufacturers, said in an interview with the media that the rural market is a huge market. Even if new energy vehicles are not going to the countryside, many auto companies will sooner or later explore the rural primary market. After early market education and the diversification of media channels, consumers in the sinking market have gradually changed their perceptions of new energy vehicles.

During the Spring Festival, Sina Technology visited many rural areas in the outer suburbs of Beijing and found that many families had installed household charging stations in their courtyards to facilitate charging. One of the villagers told Sina Technology that he was running a taxi and installed charging at home. The pile is more convenient. It is full at night and the next day when you leave the car, you only need to charge it again. The villager told Sina Technology that after running a taxi with a new energy vehicle, his views on new energy vehicles have changed, especially in terms of cost, so he is also willing to accept new energy vehicles.

Taking the rural areas in the suburbs of Beijing as an example, after installing a home charger, it only costs 0.4733 yuan (USD $0) per kilowatt-hour of electricity, and there is no need to adopt the method of cascading price calculation for residential electricity. According to NIO's current largest 100-degree battery pack, the battery life is about 400 kilometers when fully charged and only costs 47.33 yuan (USD $7) , which is much lower than the cost of a fuel vehicle.

Whether it is to complete the target sales of new energy vehicles proposed in the "Plan", or the long-term development of auto companies, and user experience, sinking the market must also promote the high-end of new energy vehicles. But for many high-end new energy vehicle brands, although they are sinking faster, the road is not easy.

This year, under the organization of relevant departments, the activities of new energy vehicles going to the countryside will continue. In many small cities and even rural areas, more and more new energy vehicles can be seen.

New energy is the trend of automobiles, and the sinking market is the vast world of new energy automobiles. However, for many new energy vehicle brands, there is still a long and rugged mountain road to go before they truly reach the "willows and flowers in another village".