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This year, the development of the electric vehicle industry is actually very special compared to previous years. The sharp rise in raw materials at the beginning of the year has had a huge impact on the industry. The wave of over-standard car purchases that have been launched at the end of the year has brought the industry into a tense shipment period. There are also familiar exhibitions that have almost all been suspended this year, and the situation has been going on for a long time.
Now, the national epidemic is fully liberalized. Although the initial wave of market pain cannot be avoided, will the industry return to its development in previous years? Let’s take a look at the three major trends in the industry next year!
1. The market is favorable, and user demand will rise!
After the epidemic is relaxed, there is currently a decrease in the market traffic across the country. In addition to normal work needs, the people have also greatly reduced the probability of going out to consume and shop.
But this is a short-term pain after just being released. I believe that with a wave of significant increase in the infection rate, the daily lives of people across the country will gradually return to the regular. In contrast, people will make certain changes in their travel choices, that is, the demand for electric vehicles will increase.
On the one hand, the weather is gradually warming up, which will provide a better environment for two rounds of travel. More importantly, after the epidemic is fully liberalized, users in first-, second- and third-tier cities will prefer electric vehicles to travel with one person and one car in short-distance terms compared with public transportation such as buses and subways.
Then after the full liberalization, the market will gradually return to normal conditions, and the people will change from minimizing outings to normal travel needs in previous years, and the demand for travel will also increase. The overall market will undergo significant changes compared with the past three years after the epidemic.
2. The exhibition is launched, and small and medium-sized brands will usher in a new wave of opportunities!
The second important trend is that the exhibition in the electric vehicle industry will be fully launched.
For the current electric vehicle industry, the demand for exhibitions by leading brands has begun to decline. In contrast, the demand for exhibitions by second- and third-tier brands still exists, especially small and medium-sized brands have always regarded the exhibition as a key period for annual shipment.
With the full liberalization of the epidemic, industry exhibitions will be put on the agenda next year. Without exhibition time, there is a lack of a platform for large-scale contact between small and medium-sized brands and dealers. After all, small and medium-sized brands basically do not invest much in brand communication and advertising, and the brand exposure is small. During the exhibition, it is very important for small and medium-sized brands to rely on one or two special-price cars to inhale users to participate in the conference or ship them on a large scale. The launch of the exhibition next year will be a new opportunity for the development of small and medium-sized brands.
3. Competition for investment promotion is intensifying, and grabbing big business becomes the main theme of big brand strategy!
is about to come to an end this year, and the leading brands have also given sales targets for 2023, 20 million, 15 million, and 8 million. One big goal after another means that the competition in market sales will be fierce next year.
The sales calculation of the electric vehicle industry is based on the completion of the product's transfer from the factory warehouse to the dealer warehouse. That is to say, as long as the transfer from the workshop to the dealer warehouse is achieved, sales growth is considered. Therefore, investment promotion is the best way to increase brand sales.
Of course, recruiting merchants alone is not enough. What you want is to recruit big merchants and strong merchants.
Therefore, next year, poaching actions between major brands will be further intensified, channel investment will become the main theme of brand development in the entire industry, and high-quality distributors of various brands will become popular in the eyes of other brands.
Conclusion
Competition intensifies, and the market will gradually change from the market conditions after the epidemic to the market conditions in previous years. Next year, the entire electric vehicle market will undoubtedly become a new battlefield, and manufacturers need to make new preparations.
