In the first half of the year, the intensive introduction of new energy policies gave the auto industry a "transaction" signal. With the formulation of policies and standards, this market will rapidly expand. Multinational companies that have been keen to smell this signal have swarmed into a new contest between China's largest new energy vehicle market and domestic car companies in a technological innovation and business model.
On the afternoon of July 24th, Tesla delivered the first batch of 8 ModelS electric cars to local owners in Hangzhou, Zhejiang Province, and announced the opening of Hangzhou's first super charging station, which is also the sixth supercharger in China. station.
Not only Tesla, but also driven by favorable policies, foreign automakers have announced various new energy vehicles that will be introduced to the Chinese market. In September this year, BMW i3 pure electric car and plug-in hybrid sports car i8 will officially land in the Chinese market, followed by Dongfeng Nissan Qichen, Audi and other domestic new energy models will also be listed. In addition, Volkswagen e-up! The Volkswagen e-Golf has also announced its timetable for listing, while the Volkswagen Golf GTE and Volvo V60 will be available after 2015.
According to statistics from the China Automobile Association, new energy vehicles reached sales of 20,500 units in the first half of this year. Although they have grown exponentially compared with the same period in 2013, compared with the sales of 11.68 million vehicles in the first half of the year, the market share is still thin, and for the whole new In the energy market, the introduction of many relatively mature technologies will improve the competitiveness of new energy products as a whole, and it is a good thing to expand its market share.
Analysts believe that the localization of foreign new energy products will not only promote the formation of the domestic industrial chain, but also benefit more joint ventures. The resulting technological penetration will also promote the technological capabilities of the independent new energy industry.
Self-owned brands accelerate the layout of new energy In the case of traditional models encountering “ten consecutive declinesâ€, new energy vehicles have become another breakthrough point for independent brands.
According to the sales statistics released by the China Association of Automobile Manufacturers, in June this year, the sales volume of self-owned brand passenger vehicles was 567,700 units, a decrease of 2.41% from the previous month. The occupancy rate decreased by 0.28% from the previous month and decreased by 1.30%. At the same time, the market share of self-owned brand passenger vehicles has reached a monthly low since 2009. At the same time, this is also the 10th consecutive month in which the independent brand has fallen in the traditional car market share.
In the case of a significant decline in traditional vehicles, new energy vehicles have become the most important way for independent brands to break through. In the first half of this year, new energy vehicles produced 20,700 units and sold 20,500 units, up 2.3 times and 2.2 times respectively.
The new round of new energy vehicle policy is positive, and will undoubtedly be further amplified in the independent brand enterprises. "The starting point of this round of policy is different from the past. The most important point is that it is not promoted by the government, but the market's development is 'forced'." The relevant person in charge of BYD told reporters that the market has experienced rapid growth and the policy has been introduced. More is "standing rules" and "catalysts."
“After the (policy) news came out, some consumers called the store to ask about the matter. Some customers who had placed orders also decided to postpone the car.†A person in charge of a Jianghuai Automobile 4S store in North China said that after the policy was introduced, Consumers are constantly calling to consult this matter.
In the face of favorable policies and market demand, the independent brands represented by the above-mentioned auto, BYD, BAIC, and Jianghuai have accelerated the layout speed in the field of new energy vehicles. Such as BAIC E150EV, BYD E6, Tengshi, JAC and Yue iEV and Roewe E50.
According to the analysis, China's pure electric vehicle field is almost “occupied†by its own brand models. From this point of view, in the blue ocean of the development of new energy vehicles, from the policy point of view, it is still giving the maximum benefit to the independent brands. “Policy is more powerful for business development.†The relevant person in charge of BYD told reporters that the specific implementation rules will play a key role in the layout of new energy private consumption.
Exploring the business model of new energy vehicles "After the policy is settled, marketization has become the next most critical issue." An Qingheng told reporters that the product and profit model will determine the direction of new energy vehicles to a certain extent.
Different from the mature traditional automobile industry, new energy vehicles need to increase consumer acceptance. With the attention of multinational companies and joint venture brands to China's new energy market, some car companies have begun to explore new energy vehicle businesses that are more acceptable to consumers. mode.
On August 2nd, BYD and China Merchants Investment Management Group (hereinafter referred to as China Merchants) launched a new energy vehicle promotion solution. It is reported that this plan plans to promote the city to solve the problems of capital, industry and business model of new energy vehicle promotion through the "three basic projects", namely, "set up funds", "build bases" and "xing base industry".
"This model has a low proportion of funds, and through the way of industrial funds, it mainly solves problems such as taxi charging." The relevant person in charge of BYD told reporters.
In addition, in March this year, Beijing, Tianjin and Shanghai have successively introduced new energy vehicle related solutions, relying on the entry of foreign capital and the improvement of supporting facilities. More mature new energy products can also have more use space, new energy. The market for car rental is expected to accelerate its scale.
At the end of 2013, China's auto industry transformation and upgrading conference, the Minister of Industry and Information Technology Miao Wei once said: "(For the new energy industry), our traditional automobile manufacturers are difficult to have due to the inertia of thinking, the dependence of technology and the current assets. Enthusiasm, is it possible to put one or two 'black horses' in, to mobilize the vitality of the enterprise and stir up the pool of water."
Under the background of increasingly perfect policies, the business model including vehicle use, maintenance and supporting facilities has become another ring of marketization of new energy vehicles.
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