Can an evolutionary low-price tactical war help new energy vehicles make a comeback?

[Evolutionary low-cost strategy war can help new energy vehicles to lay back? 】 In 2018, the most significant change in the new energy auto market is probably that there are fewer mini-cars launched by auto companies, and instead they have introduced pure-electric SUV models with longer cruising range and more space. The most critical is that these models are Maintained a price of 100,000 units from the beginning of sale. From the perspective of the new energy automobile market, this is probably an evolutionary low-price strategy war waged by various car companies. Through the creation of demolition models, brand influence has started.

Why car companies will launch pure electric SUV within 100,000 yuan? Take BYD as an example. In 2017, BYD officials repeatedly stated that in 2018, small and pure electric vehicles under 100,000 yuan will be launched. However, after 2018, BYD revised the calibre of the outside world, but said that it is possible to exclude the possibility of A00-level products at the big strategic level of the product. Why is that? The answer is simple and the policy orientation has changed.

This has to mention the industry's concern for the development of new energy vehicles: Is our industrial policy design too extensive? It takes one cycle from product strategy to product volume production, but the rapidly changing situation makes part of the product strategy formulated for the current market environment always stay in a certain link. This means waste of resources.

Some industry insiders believe that in 2018, major car manufacturers will launch low-cost new energy vehicle products. Once these prices are lowered, it will be difficult to mention them again. In the future, subsidies for new energy vehicles will continue to decline or even withdraw. These models may only have a one-year sales period. The development of the entire industry is not quite right. In fact, as far as low-price competition is concerned, major car makers may only be able to say a single word, as it is a popular saying: It is not your opponent that beats you. For new energy auto companies, it seems that they are competing with each other, but in reality it is competing with traditional cars for market share. The mileage and product stability are not as good as those of traditional cars. It remains high, and in addition to the limited-limit cities, consumers have no reason to choose new energy vehicles.

If there are people concerned about the annual report of listed companies, they may find that in 2017, the net profit of car companies involving new energy vehicles in their businesses decreased year-on-year, mostly due to the decline in the subsidy policy for national new energy vehicles and the increase in cost due to competition from similar companies. As a result, it is expected that the negative impact of the new energy subsidies will continue to expand this year. Transformation and upgrading are issues that companies must consider in the development process. However, in the top-level design of China's new energy auto industry policy, it seems that they hope to guide enterprises to transform and upgrade in the short term. Will this disrupt the established rhythm of the company? This is hard to say.

Of course, we can also clearly notice that some of the mainstream car makers of new energy have taken a very robust approach to transformation and upgrading, but this also adapts to their rhythm, or that some companies have the strength to adapt to a rapidly changing market. Say that companies that have not yet reached the status of transformation and upgrading are rushing to the shelves to transform and upgrade. What will happen? We often say that the market is cruel. If it cannot adapt to the market, it may be eliminated by the market. The key is whether we are currently in a healthy and orderly market environment.

In recent days, the electric car resource network auto reporter has obtained market data for a mini-vehicle. By the end of 2015, it will be on the market for a five-year warranty, and it will be able to raise files nationwide in large quantities. The price will be less than 20,000 yuan, which is the price and most of the market. The low-speed electric car is quite. In fact, this is not an example. In the information channels related to new energy vehicles, there are a large number of new energy vehicles that are on the market during the period of 2015 to 2017. These vehicles are also new cars, which can be filed nationwide and at a low price. Why does this happen? Most of these vehicles are designed to be able to get the subsidies for new energy vehicles in the past and raided the vehicles on the license plate, but they are not actually sold. As for the licensing of new energy vehicles that cannot be sold, this is another topic.

In fact, judging from the reactions of consumers, in addition to the problems existing in new energy vehicles themselves, one of the main reasons that restricts the development of new energy vehicles is that there are too few basic charging facilities, although many places offer favorable policies to stimulate The consumer market, but the inconvenience of charging dispels the enthusiasm of many consumers. However, from the perspective of the investment in charging facilities investment, the enthusiasm of capital for the market is waning from the investment boom of previous years to the current high investment, unclear profit model, and long return period, but from the policy level, Its support is far less powerful than new energy vehicles. There is an old saying in China that soldiers and horses have not started to feed grain. How should China's new energy vehicle charging facilities be constructed?