In October 2020, the General Office of the State Council issued the "New Energy Vehicle Industry Development Plan (2021-2035)", which proposed that by 2025, the sales volume of new energy vehicles will reach about 20% of the total sales of new vehicles. Under the guidance of the policy, there are currently more than 332,000 companies related to new energy vehicles in my country.
According to incomplete statistics from the Tianyan Check data, between 2006 and 2021, a total of 545 financing incidents occurred in the field of new energy vehicles, with the relevant amount exceeding 320 billion yuan. Among them, more than 70% of financing occurred in 2015-2020, and the total amount of financing exceeded 250 billion yuan.
However, new energy vehicles began to develop in 2008, and it took 12 years to 2020, accounting for 5.4% of new car sales, and it increased from 5.4% to 10.87% in 8 months of 2021. The subsequent development speed is very obvious. From a horizontal perspective, the new energy vehicle sales statistics for the three months from 6 to 8 this year show that most models of new energy vehicles show an increasing trend from month to month; Weilai Xiaopeng Ideal and traditional OEMs such as BYD and Wuling are focusing on their main models. . According to the current growth trend, it is expected that the country's strategic goal of 20% will be completed ahead of schedule by 2023.
New energy vehicles, especially new car forces, position it as a "large mobile phone" terminal device. Lei Jun, the founder of Xiaomi, who has just joined the car-making camp, even said that "smart electric vehicles have transformed from the'machinery industry' to the'information industry'", because the data value of "people" and "scenes" generated by electric vehicles will become the future business Gold mine.
However, at the same time, a fact that cannot be ignored is that new energy vehicles still have the characteristics of large-scale consumer goods of traditional cars-large amounts, long decision-making cycles, long after-sales cycles, etc., which have many pain points.
The first pain point: the charging infrastructure is not perfect, and consumers' mileage anxiety has not been resolved;
The second pain point: the sales of most new energy vehicles are not optimistic;
The third pain point: too few outlets (except for traditional OEMs such as Wuling and BYD directly relying on traditional channels);
The fourth pain point: After-sales profit margins are too narrow to replicate the 4S model, and the after-sales sector can only be used as a supporting role attached to traditional maintenance channels.
As new energy vehicles are completely different in structure from traditional fuel vehicles, the profitability of the former after-sales has narrowed, making it impossible for new energy vehicles to establish a 4S model that integrates pre-sales and after-sales like traditional vehicles. Therefore, many new car forces cannot directly build channels through the authorized 4S agency model nationwide, and most of them use directly-operated retail centers to make samples.
Although new energy vehicles have shifted from traditional channel thinking to car owners and users, as large consumer goods, car owners still need to rely on the experience and service of the channel outlets for pre-sales and after-sales guarantees when making important decisions when purchasing. Perhaps the lack of outlets is a very important reason why many new energy vehicles do not sell well.
On 23-36 March 2023，The Auto Maintenance and Repair Expo (AMR) will be held at the National Convention and Exhibition Center (Tianjin), bringing a professional exhibition and communication platform to the booming automobile service industry. This exhibition is expected to have an exhibition area of 100,000 square meters, which will attract more than a thousand overseas exhibitors to showcase the cutting-edge technology and products of the automotive service industry to audiences from all over the country and overseas. We look forward to your arrival.