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Facing Tesla: How Can China'S Car Companies "Take Advantage Of The Situation"?

2020/1/14 19:13:00 0

Car EnterprisesBorrowing Strength

Tesla came, and came too fast, like a tornado. A delivery ceremony with only 10 cars, a dance of interest, made Tesla and Elon Musk quickly screen the media.

Recently, with the price adjustment and delivery of domestic models, Tesla in the Chinese market has another "fire". At a new energy auto show held in Haikou, the number of people around China's Model 3 is always the largest, and once the industry discusses the trend of the market this year, it can not avoid Tesla's "external factor".

Tesla is considered to be apple in the automotive industry, and its sales will further improve after its domestic production. The industry believes that Tesla will also drive the consumption market and industrial development of new energy vehicles in China. But the worry is whether Tesla will grab the share of domestic new energy vehicle brands.

In the early years of the development of new energy vehicles, in order to get the support of subsidies quickly, some A00 and A0 grade products appeared in the market. But in recent two years, the industry has gradually become rational, and the product quality of automobiles has attracted much attention. Many brands have also introduced products with better performance and higher price. Therefore, the price range of many car companies is overlapped with Tesla.

Subsidised retreat and Tesla's national treatment exacerbated this hidden worry. The more widely accepted view in the industry is that Tesla will advance and speed up the industry reshuffle. Domestic new energy vehicle companies, especially the new car companies that follow the example of Tesla, face challenges directly, break new ones, and neglect their status.

Tesla's lethality

It is almost undisputed that car workers approve of Tesla's positive impact on the new energy vehicle industry. However, from the perspective of domestic car companies, a small number of voices believe that Tesla came too early, and many car companies in China are afraid that they can not cope with this impact.

There is no reason to worry. After adjusting the price of domestic Model 3, Tesla conducted a simple market research survey in twenty-first Century last week. The results show that domestic Model 3 is more than imaginative, even reaching the level of "daily sales of 1000 vehicles", and the early weekly production capacity of Shanghai factory has just reached 1000 vehicles.

Recently, people close to Tesla sales also confirmed the surge in orders. He listed weekly orders for a store in Shanghai, Beijing and Guangzhou, which were 290, 350 and 240, respectively, and the "three to five times user surge".

In fact, before making China, Tesla has made great breakthroughs in the Chinese market. Data on passenger car information show that the number of insurance companies in China last year was 45 thousand, of which Model 3 was 33 thousand and 900. Although the early delivery just went through the twists and turns due to the fact that the nameplate was wrongly posted by the customs, Model 3 eventually became the main vehicle of Tesla and was no exception in the Chinese market.

With the development of localization, Tesla is on the fast track in China, and it is far from over.

At present, the selling price of domestic Model 3 is 299 thousand yuan, and there is still potential for exploration. It is said that the current Model 3 component domestic product rate is about 30%. If the domestic component rate of the spare parts is increased and the scale of production is reduced, the cost of Tesla will still decrease. Model 3 may even approach 200 thousand yuan. In addition, the domestic production of Model Y next year will also open up a similar SUV market for tex.

In theory, every car company will be more or less influenced by Tesla, but the market segmentation and impact assessment are more sensitive to the brand of new electric vehicles similar to Tesla.

According to the incomplete statistics of journalists, at present, the price range of new electric vehicles launched by many car companies is between 20-40 000, for example, the minimum configuration of Wei Lai ES6 is 358 thousand, and the EX6 Plus is also 239 thousand and 900 yuan. The price of Asion LX subsidy launched by GAC NEW energy is 249 thousand and 600, while the upcoming models such as Xiaopeng P7, the pre-sale price 240 thousand, the 007 of the Guangzhou automobile and the 260 thousand of the pre-sale.

In fact, many Chinese brands are not taboo against Tesla. Before the launch of GAC's new pure electric car Asion S, they launched a challenge to Tesla. Geely's main high-end brand of pure electric brand was also listed in the first model A when it was listed on the A Model 3, but these car market guidance prices were around 200 thousand, and had not yet reached the level of Model 3.

It is worth mentioning that BYD, also known for its sales, is also planning to launch a Model 3 model this year, namely BYD Han, which is BYD's first "performance Saloon" and is expected to be launched around June this year.

The offensive and defensive way of independent brand

The current market situation is that the domestic main luxury electric SUV and Model 3 have entered the same price range, and the pure electric cars, known as the standard Tesla, are sticking to the advantage of cost performance.

Tesla's arrival is not a bad thing for the current market. According to industry analysis, Tesla's mass production in China has opened up its own mystery, and has brought more consumers to know the new category of electric smart car, and because Tesla's own products are not perfect, Chinese car companies also have the opportunity to "take advantage of the situation".

Obviously, the domestic brand pricing is relatively high SUV model, in size and space is "rolling" as the car's Model 3. After Tesla's fire, Wei Lai's friends were also very happy. Those who are close to Tesla sales said, "you know that Model 3 is not a perfect product. Many customers will find that Model 3 is more fatal when they go to the store, and the rear space is relatively small. Many consumers, especially the elderly at home, would mind this very much, but they all think the electric car is great. Why not go and see other brands?"

But it needs to be pointed out that this is still a "window period" for China's auto brands, and the price of Model 3 will increase, Model Y will be listed, and two "volume" models will be priced down, when the domestic new energy vehicle enterprises will face more positive competition.

The most ideal way for Chinese local enterprises is to lead in technology and win the market through cost advantage. From the localization supply chain system, although Tesla has already been produced in China, the system capability of Chinese local enterprises still has the advantage, and the ability of scale reduction is stronger.

Take BYD as an example, as a leading vehicle in new energy vehicle sales, its two advantages are e platform and battery. The E platform is capable of reducing the cost through a highly integrated system design. Battery has always been the focus of BYD's research and development. The foregoing BYD Han is carrying its new generation of lithium iron phosphate battery, which improves the energy storage level of the traditional lithium iron phosphate battery through the technology of "blade battery", and helps to enhance the mileage of electric vehicles on the premise of ensuring safety.

For new car companies similar to Tesla, the breakthrough they are trying to do is mainly two points: first, in the application of intelligent networking, combined with the localization development capability formed by China's Internet advantage, the smart electric vehicle that is more suitable for Chinese consumers is launched; the two is to highlight user experience through the innovation of business mode, for example, Wei called himself a "User Company", and built up a relatively perfect charging and exchanging network.

"New forces should seek diversity in the balance of luxury and comfort." A new electric car brand market related people said. He also stressed that brand positioning is very important. "A brand can carry a very limited amount. Chinese brands often cover from 50 thousand to 30 million, so we really need to think about what we should do and what we can do."

In terms of product strength, whether Chinese car companies can match Tesla, there is a lot of controversy in the industry, but Tesla is recognized as strong in terms of brand power. At the 2020 China environment friendly car awards ceremony, Li Yunfei, deputy general manager of BYD sales company, said that from the dimensions of R & D, core components, manufacturing processes and industrial workers, Chinese car companies have been able to compete with foreign car companies, but in terms of brand power, their own brands are still slightly inferior.

Although Tesla is a brand new electric vehicle, it has been established for more than ten years, and its first mass production vehicle Model S, which has attracted the mainstream attention, has been listed for eight years. Under the baptism of many years of market, Tesla has gained quite a number of clusters worldwide.

Brand building is not easy. In Tesla's competition, Chinese car companies occupy a certain share of the market. It is not difficult to find a market share. This PK is inevitable, such as Xiao Yong, deputy general manager of GAC New Energy Automobile Co., Ltd., said that the current mission of Chinese car companies is to cultivate international brands. If there is no competition in the local market, what is internationalisation?

 

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