Editor’s note
From supermarket stores, experience stores to App and other new sales channels, from live broadcast delivery, online promotion to one-stop services such as door-to-door test drives and online transactions, the rapid development of new energy vehicles has made car consumption methods also Rapid changes. The single consumption mode of the 4S store has become a thing of the past, and the Internet characteristics of automobile consumption are more obvious. The comprehensive transformation of this consumption mode, in turn, will expand new space for the rapid development of new energy vehicles.
Tianjin: New energy vehicles expand consumption space
□Reporter Mao Zhenhua reported from Tianjin
New energy vehicles with smart and low-carbon express trains are expected to emerge in the overall sluggish auto market, opening up a new space for the transformation of automobile consumption in the future.
Jump out of the traditional sales model and get closer to consumers
This year’s Dragon Boat Festival “mini-long holiday”, in Tianjin Nankai Joy City, many vehiclesTeslaIt is placed in a conspicuous position, and from time to time it attracts passing citizens to come forward to ask.
Choosing to sell new energy vehicles in large shopping malls is not a whim of one or two car companies, but a new consumption trend.
Different from the traditional sales model of 4S stores, more and more new energy vehicle brands choose to set up their stores in large shopping malls and shopping centers, and adopt direct sales methods, just like smartphones, laptops and other electronic products, for consumers to choose directly. Experts said that the product structure of new energy vehicles is different from that of fuel vehicles. Pure electric vehicles do not have engines and gearboxes, and the demand for after-sales is correspondingly reduced. Therefore, diversified sales channels can be expanded.
“The change in the sales model of new energy vehicles is essentially a change in the service mode of the automobile industry, which is mainly reflected in the consumer-oriented construction of an industrial ecology with transparent prices and standardized services.”NIOThe relevant person in charge said that Weilai focuses on the “all-weather marketing” model, and uses brand direct sales, full touch points, no time limit, and new consumption to form the core of brand marketing. In addition to offline direct stores, NIO mainly sells and maintains through its own apps and small programs, focusing on how to improve the satisfaction of core users.
In addition to the “new forces” in car manufacturing, many traditional car companies that are accustomed to the 4S store sales model also prefer the direct sales model when producing and selling new energy vehicles. Yan Jinghui, a member of the expert committee of the China Automobile Dealers Association, believes that by adopting the direct sales model, car companies can control the price of models, the sales process is transparent, and the price is unified, which prevents dealers from discounting sales for handling inventory and affecting the ability of product premiums. At the same time, it can also prevent dealers from arbitrarily increasing prices at the terminal to obtain high profits, resulting in market price confusion.
Internet thinking recreates automobile consumption scene
In recent years, Internet thinking is subtly changing all aspects of automobile consumption.
At present, intelligence has become the main advantage of new energy vehicles, and chips have become standard. The number of chips on a new energy vehicle is generally more than 1,000. These chips include functional chips, power semiconductors, sensors and other categories. They are mainly responsible for body control, automatic driving, power system, tire pressure monitoring, etc.
Different from the fact that a fuel vehicle needs to increase the hardware configuration to improve the performance of the vehicle, an intelligent network-connected new energy vehicle needs to realize the function expansion, and convenient and fast software upgrade is essential. It greatly expands the functions of the new energy vehicle and makes the vehicle Like a mobile phone, it can give people a new experience by upgrading.
Recently,idealThe car pushes a new version of the software. After the vehicle is upgraded, the 2021 Ideal ONE will add a “Straight Summoning” function, which allows users to remotely control the vehicle from outside the car to park in or out of the parking space. Xiaopeng Motors also announced that the latest software upgrade has added a reminder function left behind in the rear.
Pan Helin, executive dean of the Digital Economy Research Institute of Zhongnan University of Economics and Law, said that as users pay more and more attention to the level of intelligent networking of new energy vehicles, the focus of future electric vehicle sales will shift from hardware to software-based. , which is bound to change the sales model of cars at a deeper level.
Although the Internet of new energy used car sales is in its infancy, it has become a general trend. Guazi used car co-founder Wang Xiaoyu revealed that based on the accumulation of fuel vehicle and new energy vehicle testing technology, capabilities, and data, Guazi used car has increased the detection of key parts such as new energy vehicles and electric vehicles. At the same time, Guazi used car also provides more subdivided services for the tested vehicles, covering different vehicle usage scenarios such as short-term, medium-term and long-term.
However, Wang Xiaoyu also said that there is still a lack of comprehensive and systematic standards for the appraisal and evaluation of new energy used vehicles and after-sales support, and it is urgent for the industry to improve.
Participate in public transportation to improve “mileage anxiety”
In addition to exerting efforts on the consumer side, some new energy vehicle manufacturers also actively participate in public transportation to help improve the infrastructure of new energy vehicles.
In recent years, a number of new energy buses began to appear on the streets of Tianjin, and gradually occupied a dominant position in the Tianjin public transportation field.
In order to meet the charging needs of new energy vehicles, including new energy buses, Tianjin has built a number of large charging stations. Jinmen Lake New Energy Vehicle Comprehensive Service Center, known as a “charging supermarket”, is one of them. The center was built by State Grid Tianjin Electric Power Co., Ltd. and integrates the most cutting-edge technologies in the field of new energy vehicle charging.
With these charging stations, the new energy online car-hailing also has its place. Among the leading brands such as Cao Cao, T3, and Shouqi, self-operated online car-hailing accounts for a considerable proportion, and has gained a good reputation among consumers.
Take Cao Cao as an example. Since its establishment seven years ago, Cao Cao Travel has covered 62 cities and has 120 million users. Li Shufu, chairman of Geely Holding Group, once said: “We hope to take the Cao Cao car platform as a starting point, combine on-board artificial intelligence, optimize the intelligent network space, accelerate the reform, and transform Geely Holding Group from an automobile manufacturer to a transportation service provider and information content provider. business transformation.”
Cao Cao Travel is the key deployment of Geely’s transformation from an “automobile manufacturer” to a “mobility travel service provider”.
Focusing on the new development strategy, Cao Cao Mobility CEO Gong Xin introduced that Cao Cao Mobility and Ruilan Automobile signed a medium and long-term strategic cooperation agreement to jointly develop and launch the first-generation Maple Leaf 80V and Maple Leaf 60S new energy vehicle models adapted to the online car-hailing model. , pay more attention to the driver’s anti-fatigue design and upgrade the safety protection function. The two cars can be replenished by replacing the battery, which can be completed in only 60 seconds, which can save the driver from 1.5 hours to 2 hours a day and reduce the time cost.
In addition, Geely’s smart swap stations have been gradually implemented in Chongqing, Hangzhou, Jinan, Zibo and other places, and the number of contracted swap stations in the country exceeds 1,000; in 2025, Geely’s planning target will reach 5,000. By then, the power exchange stations all over the country will bring great convenience to public travel.
Chen Qingtai, chairman of the China Electric Vehicle Association of 100, predicts that by 2030, the sales of new energy vehicles in my country are expected to exceed 15 million, and the number of vehicles will exceed 80 million. By then, pure electric vehicles may reach 64.8 million. If it is calculated strictly according to the 1:1 vehicle-to-pile ratio, more than 63 million new piles need to be built. The country’s incorporation of charging piles into new infrastructure is not only expected to drive a new round of rapid growth of new energy vehicles on a larger scale, but also promote the optimization and upgrading of the national energy network and activate a trillion-yuan market. With the improvement of charging pile infrastructure, citizens’ enthusiasm for consumption after being relieved of “mileage anxiety” is expected to be stimulated.
Beijing: Auto stores and supermarkets are blooming everywhere and 4S stores are gradually shrinking
□Reporter Fu Yong reported in Beijing
With the introduction of new energy vehicle indicators this year and the introduction of a series of policies to promote automobile consumption, the Beijing auto market has entered a small upsurge in sales.
On May 26, Beijing announced the allocation of new energy passenger cars this year, a total of 70,000.
The announcement of new energy vehicle indicators means the start of a new round of “car buying boom”.
Recently, the reporter saw in the exhibition hall of Beijing Xinminheng Automobile Sales Co., Ltd. located in Xihongmen Town, Daxing District, Beijing, that there was an endless stream of consumers who came to visit and consult.
It is understood that Beijing Xinminheng Automobile Sales Co., Ltd. is a large-scale new energy vehicle dealer in Beijing, mainly dealing with BYD, GAC Aian, SAIC Roewe and other new energy vehicle brands.
A salesman surnamed Zhang told reporters that BYD has received more and more attention recently through one-stop services such as live delivery, online promotion, door-to-door test drive, and online transactions, and some models have great discounts, such as Song MAX offers up to 9,000 yuan.
The reporter visited many business districts in Beijing, such as Xidan, Sanlitun, and Chongwenmen, and found that the passenger flow of most new energy brand car stores has increased.
Interestingly, the reporter found in the survey that the 4S stores that can be found everywhere have become less and less.
Some time ago, several Volvo 4S stores were withdrawn from the network, resulting in only 7 4S stores left in the Beijing market with 13 dealers. Among them, the staff of the two 4S stores of Yizhuang Zhongnan Volvo and Piovan Volvo Volvo made it clear that they can only do maintenance if they do not sell cars now.
According to data from the China Automobile Dealers Association, in the past four months, nearly 1,400 4S stores have withdrawn from the network, and about 11 4S stores have been closed every day. The withdrawal rate of some joint venture brands is even as high as 57%.
On the contrary, some supermarkets and shops of the new car-making forces are opening more and more. On the first floor of CapitaMall in Tiangongyuan, Daxing District, there used to be only one WM Motor store, but recently a new Leap Motor experience store has been opened not far from it.
In fact, in recent years, many new energy vehicle companies have been staying away from 4S stores, and have opened display stores in core business districts or well-known shopping malls. Among them, Chaoyang Heshenghui, Blue Harbor, COFCO Xiangyun Town,dragon lakeSeveral large-scale shopping centers such as Changyingtian Street, Huaifang Wanda Plaza, and Xihongmen Huiju have settled in a number of car brands.
The store clerk of Leap Motor said that although CapitaMall’s stores are small in size, the surrounding traffic is large, which can quickly increase the brand exposure, and there are many young users shopping, who are the main purchasers of new energy vehicles.
However, the industry said that although auto supermarkets have become a trend, due to the limited area, supermarkets or direct-operated stores are mainly responsible for vehicle and brand display, explanation, order acceptance and other functions, while delivery, repair and maintenance are still It needs to go to the store. At present, the supermarket store cannot replace the 4S store.
Hangzhou: The “consumption chain” of new energy vehicles is becoming more and more perfect
□Reporter Wang Junlu and Cui Li from Hangzhou
Select the color configuration in the app, pick up the car at the dealership, and drive home with assistance… In mid-May, Mr. Chen, a young man from Taizhou, Zhejiang, quickly placed an order for a domestic new energy vehicle after comparing several new energy vehicles. , The convenient car buying experience made him feel like he bought a mobile phone when he was shopping, and his last gasoline car was finally determined after going to many 4S stores and repeatedly haggling with the merchants.
According to the “Insight Report on New Energy and Fuel Vehicle Users’ Consumption Behavior” recently released by the China Automobile Dealers Association and the “Understanding Car Emperor” App, compared with new energy vehicle users, fuel vehicle users are more price-sensitive, while new energy vehicles are more price-sensitive. More sales models such as direct sales are used, and transparency and standardization allow users to have a clearer understanding of prices.
Compared with concerns about cruising range, the restriction of license plates and numbers for fuel vehicles in some big cities has also made new energy vehicles the first choice for many young people to buy cars.
The reporter randomly observed on the roads around West Lake in Hangzhou and found that the number of new energy vehicles passing by is much more than that of fuel vehicles. Relevant departments expect that by 2025, the number of new energy vehicles in Hangzhou may reach 500,000. At present, the proportion of new energy vehicles in Hangzhou has reached 9.23% of the car ownership, and almost 1 in 10 vehicles is a new energy vehicle. With the elimination and replacement of old fuel vehicles, this proportion is still constant. rise.
In addition, there are also obvious differences between new energy vehicles and fuel vehicles in terms of purchase, maintenance, repair, service requirements, and used car sales.
Wanpin International Auto Parts City is the first auto parts commercial complex in Hangzhou and one of the largest modern auto parts markets in the Yangtze River Delta, where a large number of auto parts merchants are collected. According to the relevant person in charge of Auto Parts City, an important plan for Auto Parts City in the near future is to expand the new energy vehicle market.
After more than ten years in the business of fuel vehicle accessories, Wang Yeqing, head of Hangzhou Shuoxuan Trading Co., Ltd., turned his attention to the field of new energy vehicles. In his view, new energy vehicles are a trend, the market capacity is large, and young people are more interested in new energy vehicles.
Relevant big data statistics show that the proportion of new energy vehicle users under the age of 30 is as high as 43%. When purchasing a car, the preference rate for joint ventures of fuel vehicle users is five times that of new energy users, and new energy vehicle users prefer independent brands and new forces. At the same time, new energy vehicle users are more willing to contact brands through new methods such as official websites and short videos.
In the repair and maintenance of the post-automobile market, Wang Yeqing believes that due to the modular internal structure of new energy vehicles, which is quite different from fuel vehicles, many fuel vehicle repair shops do not yet have the ability to maintain new energy vehicles. Due to the high maintenance threshold for batteries and motherboards, the current competition for users of new energy vehicle companies in the market is also focused on providing better after-sales service.
For some hot-selling brands, the contradiction between the soaring ownership and the shortage of supply in the maintenance market has become increasingly prominent. For example, after an accident of a certain brand of vehicle, affected by multiple factors such as the epidemic situation and accessories, it took nearly two months for the owner to repair it. Industry insiders believe that the flexibility of the market to allocate resources should be further mobilized, so that consumers can ultimately receive more efficient and convenient services.
In addition, the user’s attention also showed a more obvious differentiation. After purchasing a vehicle, fuel vehicle users pay more attention to car use, car maintenance and vehicle maintenance, while new energy vehicle users pay more attention to vehicle-friend exchanges, cutting-edge technologies and industry information.
In the second-hand car transaction, due to the rapid changes in technology and other reasons, it is difficult for new energy vehicles that have been used for many years to appear in the second-hand car market. However, there is still a certain demand for the current hot-selling models. According to the sales data of Zhejiang Fanglin Automobile City from January to May, the sales of new energy vehicles accounted for 42.5% of the total sales; in the used car field, new energy used cars accounted for 20% of the total sales of used cars. The relevant person in charge analyzed that due to the recent epidemic, lack of cores, price increases and other factors, some hot-selling models have insufficient production capacity and prolonged delivery cycles, while used cars are existing car transactions, which can meet the needs of eager car buyers.
At the same time, with more formalized and branded dealers joining the new energy used car war, the standardized development of the market has been accelerated.
It is worth noting that the vast rural areas in China have become a must for new energy vehicle brands.
Baiyun New Village is an old community located in Jiaojiang District, Taizhou City, Zhejiang Province. Recently, there is good news from the community. Owners who have bought new energy vehicles no longer have to look for charging piles everywhere. The charging problem can be solved in the community. The local power supply company has built a new public charging station using the idle parking lot to meet the charging needs of residents. .
There are a large number of similar old communities in my country. Due to the constraints of power supply points and power supply capacity, residents cannot apply for the installation of charging piles by themselves. However, in the context of new infrastructure, various localities have introduced a series of policies such as building charging piles and subsidizing charging fees, which has accelerated the promotion and application of new energy vehicles in newly built commercial residences, old communities and rural markets, and further stimulated consumption potential.