Losing money and making money? Low cost electric vehicles usher in new challenges, how can electric

New energy electric vehicles are increasingly going to the old road of the rise of domestic manufacturers, that is, cost-effective, because if you look closely, you will find that how these domestic brands rise are all cost-effective, and there are not many that really have their own core technology. Now the field of new energy vehicles has also begun to engage in this set, and it is not uncommon for the situation of losing money and making money to make money. <>

In which direction should new energy vehicles break through? It should be said that to ensure the long-term use of new energy vehicles to provide a more novel sales and service model, which is more realistic, but also more useful, easy to be recognized by the market. At that time, other people's cars sold for 80,000, I sold 70,000 and he sold 60,000 so high that no manufacturer could survive, this is not fighting technology, this is fighting capital, see who has money and who can carry it longer, which is definitely not conducive to the healthy development of the market.

If you want the market to develop normally, you must limit a normal ** and then provide differentiated products and services. <>

This differentiated product service is on the problem of the new energy vehicle itself, because what is the problem that everyone is most worried about when buying a new energy vehicle? What to do if the battery is broken? The battery life has decreased, is the cost of replacing a set of batteries particularly high?

I only spent 60,000 yuan to buy a car, will I have to spend 35,000 yuan to change a set of new energy vehicle batteries? Everyone is worried about this problem, so since they are worried about this problem, why can't manufacturers solve this problem? Isn't this just to grasp the pain points of the market?

Isn't that the key to differentiated competition? Some manufacturers have begun to do this, for example, when you reach a certain number of kilometers, you can replace the battery for free, such as batteries, lifetime warranty, free replacement and other related services. <>

It is not possible to fight the first war alone, and now these domestic new energy vehicle manufacturers are obviously gradually realizing this, and they have to lose money to a limited extent if they are cheap, and in the end, even if they can survive in this market, it is not good for the development of the new energy industry. If there is such competition, the official regulatory authorities must supervise this matter, which is not good for the development of the entire industry. Because then it is not the idea of technology or innovation, but who is richer, and then it will become a market of capital?

That's not right.

It is necessary to master the core technology. We have continuously improved our own technical level and used technology to open up the market, so that we can occupy a certain share in the market and make the development of enterprises better.

For car companies such as Leapmotor, Ora, and Wuling Hongguang, if they want to improve the dilemma of difficult profitability, increasing the price should be the most direct and effective way. But these low-end models only solve the most basic travel needs, and provide the most basic traffic functions, which also means that the price increase is not a long-term solution, although the car owner will show corresponding tolerance for the price increase in the short term, but at the same time of the price increase, it is also necessary to provide more functions and high-quality services for the car owner.

Electric vehicles should be improved. Change to a multi-purpose electric car, so that someone buys it.

Low-cost electric vehicles have ushered in more challenges, that is, more and more large capital parties have entered the field of competition for new energy vehicles, the competition has become more intense, and there are more and more cases of losing money and making money. It doesn't matter if these big capital parties have money or loss, they just want to win a relatively good reputation and occupy more market share. <>

Since last year, there have been more and more domestic technologies in the field of new energy vehicles, and the company has begun to enter the original is not at all, and more and more cars are being made, all engaged in this thing. These companies may not be particularly advanced in terms of technology in making cars, but if you want to say whether there is money or not, there is absolutely it, so engage in ** war, this is what they are best at, the same configuration of the car that sells for 80,000 yuan, my car only sells for 70,000 yuan, then some other manufacturers see, I sell 60,000 yuan. It may cost 65,000, it is indeed a loss, it doesn't matter if it is lost, they have money, so they will grab the market share first.

So the challenge now is how to fight your way out of this low-price competitive market, which is too difficult. They are also making cars, and if you want to be able to engage in cost-effective cars, will it condense a lot of core technologies? For example, 1 million 2 million cars may have the same configuration, but a car 1 million and a car 3 million, then some people are willing to buy 3 million, then this ** people no longer consider the problem of cost performance, it is this kind of car within 200,000, or even a car within 100,000, people attach great importance to cost performance.

But on the contrary, although the cost performance is very high, the core technology content is not high, that is to say, the technical threshold is not as high as imagined. <>

There is no such a high technical threshold, which means that there is enough capital, and it is relatively easy to create a cost-effective new energy vehicle. Why do so many technology companies choose to enter the field of new energy vehicles to engage in the low-end market, not to engage in the multi-million market, because his technology is not so high at all. The cost-effective low-end market does not require such a high technology, the product quality is no problem, and the cost performance is high enough, so it can be recognized by consumers.

At present, there is a strange phenomenon of losing money and making money in the electric vehicle market, which is mainly because the competition of new energy vehicles is too fierce. In this context, there are actually two challenges for low-cost electric vehicles, the first is the increase in costs caused by the reduction of subsidies, and the second challenge is the stagnation of technology that makes it uncompetitive in the market. <>

At present, we all say that the prospects of the new energy vehicle market are bright, as long as there is the strength to enter the market and produce a fixed model, which can make a lot of money in the market. But the market is always relative, since the new energy vehicle industry is so profitable, the natural competition is more intense, more attention is paid to consumers for new energy vehicles also have the right to choose, even if the electric car is low, it has to be comprehensive.

First, lose money and make money: a strange phenomenon in the electric vehicle sales market <>

At present, there is such a strange phenomenon in the new energy vehicle market, that is, losing money and making money. We all know that the production cost of new energy vehicles is not low, after all, the production of batteries and motors requires relatively high technology, and the production is not particularly large because of the quantity, which means that the cost will not be pulled to the minimum. Under the premise that the cost is not low, electric vehicles have been sold below the cost, which is a market phenomenon in itself.

Second, the new challenge of low-cost electric vehicles: subsidy reduction + technology stagnation <>

With the saturation of the new energy vehicle market and the maturity of technology, coupled with the strengthening of competition, this means that the subsidy will be more and more thin, and the subsidy will be lower and lower. The secondary challenge is the stagnation of technology, on the basis of the subsidy reduction just mentioned, if the technology cannot be effectively improved, this means that the cost will be directly raised, and finally it will gradually die out in the market competition. Consumers also have the right to choose, even if they raise the **, some more powerful companies enter the low-cost electric vehicle market, which means that some of the insufficient strength will definitely be squeezed out of the market.

There are some new challenges, the first is the reduction of policy subsidies, because the electric vehicle industry has developed very well, and the policy subsidies have begun to shrink; The second is the first raw materials, such as chips, electronic materials and battery materials are rising in price, and the cost of building cars is getting higher and higher; The third is that the competition is becoming more and more fierce, there are more and more manufacturers of electric vehicles, and the competition in the industry is very fierce.

Low-cost electric vehicles have ushered in more and more challenges, especially under the premise of continuous raw materials, low-cost electric vehicles can be said to be struggling. In the face of subsidy decline, raw material shortage, chip shortage and other problems, low-cost electric vehicles are facing a situation of life and death.

Technological innovation, accelerated product innovation, fierce competition, low cost, competition with automobiles and other new challenges.

Around 2015, the electric vehicle industry has basically entered a mature period, and the domestic blank market has been carved up. The incremental market has become a stock market, and if major brands want to expand their share, they must go to their competitors to grab food. As a result, there are a series of involution problems such as product wars and channel battles.

As the monopoly trend of industry giants continues to strengthen, involution will become more and more serious in the future, so, in addition to the first war, is there a new way out?

01. Find new categories, open up new battlefields, and be the first in sub-classification

Nowadays, in the traditional two-wheeled electric vehicle industry, the top 10 brands have occupied 80% of the national market share, and for small and medium-sized brands, the chance of correct confrontation is not large. Either choose to withdraw from the market, or choose to do sub-categories. For example, Shanghai Elida and Jieling Liangbao King have been dominating Shanghai, only making national standard cars, and their current market position is still very strong.

Permanent and Phoenix have embarked on the road of doing business with electric brother Wang, these two traditional brands can't do second- and third-tier brands offline, but their sales on e-commerce platforms are in the forefront all year round.

Ingwe, Gforce, these brands that are not very common offline, but it is difficult to imagine that he is indeed the top two in the sales of lithium electric bicycles, and he is the king in the field of folding and envying lithium electric vehicles.

In addition, there are many brands that have disappeared in the domestic market, but they have become fragrant overseas, especially this epidemic, which has skyrocketed their sales and successfully achieved a breakthrough in the industry.

02. Improve the scientific and technological attributes of electric vehicle products and establish technical barriers

In the early stage of the industry, OEMs lacked a high barrier to entry. Now there are many companies that have transformed their thinking and begun to start from intelligent terminals to create high-tech electric vehicle equipment, which requires the introduction of precision parts, software development, and the exploration of technical routes, and different manufacturers will develop their own technical standards. Constantly consolidate the product moat.

With continuous innovation, the problem of involution can be solved automatically.

03. Achieve the ultimate service and break the involution with service

The after-sales of electric vehicles has always been a big and difficult problem, and many manufacturers are only responsible for selling, not repairing. The user has a problem with the vehicle and doesn't care. Dramatically reduced user experience.

In addition, the traditional electric vehicle maintenance industry is now sluggish. The ultimate service has become a good breakthrough to break the involution.

The successful rise of Maverick Electric is inseparable from the innovative after-sales service model and the operation of the butter fan club. On the basis of Emma's car repair, the industry giant Emma has also launched a new service platform model of "EMA Car Service", which is also one of the core paths to break the involution of the industry from the service side.

To break the involution of the electric vehicle industry, we can only go around in the circle by relying on the best war, and only by going out of the circle can we have the opportunity to achieve a successful breakthrough through new categories, new technologies and new services. Guys, what do you think?