I think whether in the short term or in the long term, the entry of Tesla into China and the realization of localization will have more advantages than disadvantages for the development of China's new energy automobile industry.
From a review perspective, 2020 is definitely a year of far-reaching influence for the development of China's new energy automobile industry . The new energy vehicle market in the second half of 2020 is definitely 's amazing one and a half years .
Judging from the data provided by the Association:
- Beginning in August 2020, the new energy market has started to climb all the way, from 83,000 units in July to 206,000 units in December. In terms of market share of
- , the market share of rushed from 4.4% in Q2 of 2020 to 8.0% in Q4 of 2020 , while 's market share reached 9.1% in December.
- At the same time, the sales proportion of BEV, namely pure electric vehicles, is also rapidly increasing in the new energy vehicle market .
2017-December 2020 new energy vehicle sales trend data source: Chuanglianhui
2017-2020 December new energy vehicle market share change data source: Chonglianhui
From the perspective of the industry, in fact, only a small number of people might think that the sales of pure electric vehicles in the second half of 2020 can reach this level. Everyone is seeing a single pure electric vehicle product or brand sales skyrocketing,It is the cake of the entire market that is made.
This kind of surge in sales without any external consumer purchase policy incentives is very commendable. Analyze from the in-depth reasons:
- From a technical point of view, it is natural that 2020 products are better than 2019 and previous products. Most new head car manufacturers and traditional car manufacturers have experienced the first round Product iteration, 's second round of products basically adopt a brand-new pure electric platform, with higher product maturity, more thorough thinking on the differentiation of product definitions, and more distinctive products. At the same time, due to technological progress and the expansion of the industry scale, the purchase cost gap between electric vehicles and traditional fuel vehicles has drawn into a more affordable range. In terms of current market conditions, many of the first-round products are still active in the online car-hailing market, but the second-round products have begun to enter the homes of C-end users with a high proportion. Especially products like ES6 and P7, as a Chinese brand with an average transaction price of 300,000 yuan, can reach a monthly sales volume of more than 3,000, which is definitely a strong6strong product. This is something that many Chinese brands have not achieved for many years.
- In addition to the advancement of technology itself, is more important to enable consumers to build trust in pure electric vehicles. In addition to trusting products, they trust the entire industry more. Tesla , as a manufacturer with a huge brand appeal, its continuous price cuts and increments in the Chinese market have led consumers to build trust in products such as pure electric vehicles. Since China’s electric vehicle industry in the era of barbaric growth in the past has left many bad impressions on consumers in the Chinese market due to various mismanagements, the trust of more mass consumers in pure electric vehicles is particularly important. .
has been established for many years,The independent luxury brand that has been advancing, but the average transaction price has been difficult to exceed 200,000 yuan-Lynk & Co
In fact, the continuous popularity of pure electric vehicles is also a new product that continues to educate consumers and impact original consumption The process of the auto product value system.
For most Chinese consumers, the evaluation of automotive products is not derived from their actual product experience in most cases, because the current Chinese market consumer experience is not enough. In more cases, consumers’ evaluation of the product comes from the education of automobile manufacturers and the education of the automobile media. In concrete terms, it may be a car critic like No. 38 who pretends not to be recharged and has a professional background. and The inertia evaluation standards of automobile media and automobile manufacturers are derived from the theoretical system of traditional automobile engineering. As I mentioned in this question, in the era of electric vehicles, the car evaluation standards are changing.
Because of this, some of the better experiences of electric vehicles have not been quickly discovered by consumers. Nor is it recognized by consumers.
In this case, whether it is the disapproval of the electric vehicle product brand or the disapproval of product development, it will hinder the expansion and development of the entire market. At this time, 's choice of a small number of consumers with more diverse consumer values to purchase Tesla will play a role in educating other consumers in the market. With the demonstration role of and Tesla , those consumers who were conservative and abiding by the original standards are willing to make more attempts, and then part of them will get the advantages of pure electric vehicles and become owners of electric vehicles. And this part of the new car owners will educate other more conservative car owners and attract them to pay attention to pure electric vehicles.In other words, as long as the technology can guarantee practicality, the pure electric vehicle market will start to roll slowly like a snowball.
In terms of price, the cost of pure electric vehicles and traditional fuel vehicles will get closer and closer to . Except for the winter scenes in the northern region, the current pure electric vehicles are almost completely compatible with most usage scenarios. Therefore, the market share of pure electric vehicles will further increase next year.
In the process of changing consumers’ perceptions of pure electric vehicle products in the entire market, Tesla played a very important role in demonstrating, and even said that this is Tesla domestically produced for China’s new energy The most important role of the industry. Because only by stimulating the C-side demand, the entire industry can be driven.
As the cake is getting bigger and bigger, the new car-making forces have also been rescued from the tight cash flow, and have obtained stronger endorsement of funds for the research and development of new products and new technologies. This will also further increase the technical reserves of new forces and other traditional car companies, thereby impacting the sales of Tesla .
Although Tesla still has a huge sales advantage in the short term, the speed of progress of new forces and other domestic traditional car companies is obviously further narrowing this gap. Strong5strong Brand icons of several new car-making forces have also been formed, and they have begun to show leadership in several aspects. As the brand power increases in the later period, the advantage of Tesla will become smaller and smaller .
This is also the reason why China's new energy automobile industry is still beneficial in the long run. We might as well look forward to the future of pure electric vehicles.The turning point of industry development may really be 2020.
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