Driven by today's energy crisis, environmental crisis, favorable policies and market demand, more and more companies from all walks of life are competing in the trend of new energy vehicles, which is profitable on the one hand and social responsibility on the other. . The more people get together, the bigger the waves are, the more the new energy car industry divides the cake, and perhaps more should face competition with a coordinated and open mind.
On December 17, 2016, at the 7th Global New Energy Vehicle Conference, representatives of new energy vehicle companies from different fields expressed their views on the future development path of new energy vehicles with the theme of “differentiation timeâ€. .
Dedicated to the new energy automobile industry is mainly divided into traditional car companies and new entrants. The representatives of traditional car companies include BYD, Chery, Geely, etc. They have the advantages of professional production equipment, production lines, technology accumulation and management operations; Enterers such as LeTV, Gree and ZTE, etc., are more active in Internet thinking and are better in the software field. In the field of new energy vehicles, traditional car companies and new entrants are often PK. “Who can laugh at the end†is also a concern of all circles, but in the face of the same environment and mission, whether it is a traditional car or a new entrant, Need to calm down and consider the future development.
The electric vehicle industry has entered a period of rapid growth?
Beginning on December 16th, some parts of the north suffered the worst smog this year. Car exhaust emissions are one of the culprit causing smog. According to recent trends, the development of new energy vehicles seems to be on the fast track. .
However, Lin Mi, executive deputy general manager of Yundu New Energy, said at the meeting: "Everyone is particularly eager to see the development of electric vehicles. The automotive industry may be different from many Internet industries, and many fast-growing industries because of electric vehicles. It takes time to accumulate.†Generally speaking, the forward development process of the new platform electric vehicle takes three to four years, that is, 36 to 48 months. From the implementation of the new energy vehicle pilot promotion in 2013, only 36 Months mean that the first wave of electric vehicles that are being researched and put into the market has not yet officially blossomed, so Lin Mi reveals a bit of concern: “Compared to the very long and very cumbersome engineering industry of automobiles, our appeal Too much urgency."
Hong Bin, deputy director of Dongfeng Nissan Qichen Division, expressed the same view: "We believe that the conditions for the rapid growth of the new energy automobile industry have not yet been reached. We can see that the development of any industry will go through a gestation period. The rapid development period then goes to the stage of maturity."
At present, the development of China's new energy vehicles is still in the national policy-driven stage, and the market-driven alternative policy drive has become the dominant force, and the new energy automobile industry can be sustainable. New energy vehicles are going to the market, and ultimately consumers need to pay the bills, so we must solve the following problems from the perspective of consumers:
Looking for thousands of Baidu
The cruising range and charging problem of new energy vehicles are the reasons that many people are holding a wait-and-see attitude. At this stage, the construction of supporting infrastructure for new energy vehicles in China is not particularly sound. As the charging mode for the mainstream of power supply, the current Chinese vehicle piles are equipped. Compared with the uncoordinated, charging interface voltage platform is not uniform, the supporting support policy is lacking, and the other parties actively encircle the ground, the charging piles can not be interconnected, so many consumers still question the promotion of new energy vehicles.
New energy industry chain unity is power
In addition to the charging station, the power battery, drive motor and electronic control system in the new energy automobile industry chain need to be coordinated. The reduction of the cost of power batteries is particularly important. Consumers are most concerned about the cost and cruising range of electric vehicles. If you can reduce the battery cost while improving the cruising range, the spring of electric vehicle development is just around the corner.
From the perspective of a complete industrial chain, Wang Guangyu, general manager of Jianghuai Passenger Vehicle Marketing Company's spare parts marketing company, believes that “Jianghuai Automobile pays special attention to the research and development and breakthrough of the three major powers, as well as some thoughts on new energy. The first one is about new energy. The market problem of used cars, new energy vehicles are still a new thing after all, we should explore this topic; the second is the problem of battery recycling, with the end of the product market life cycle, we must also solve the problem of battery recycling. Let's think and practice together."
Market + policy walking on two legs
China's subsidies for new energy vehicles are the largest in the world, and the current development of new energy vehicles is driven by the government rather than the market. In the early stage of the promotion of new energy vehicles, national policy subsidies are necessary, but with the development of new energy vehicles, the dual-drive mechanism of market + policy should be promoted.
Hongbin, deputy director of Dongfeng Nissan Qichen Division, believes that the new energy automobile industry should enter a period of rapid growth, and more should rely on products and markets to promote, and private customers should account for 70% to 80%.
competition? Win-win?
In the era of sharing economy, cooperation and win-win is the best choice and result. Lin Mi said in the discussion: "We hope to awe the tradition, make an innovation on the basis of building a good car, and create a consumer-accepted brand in the future. ."
Lu Qun, chairman of the future car, believes that the real advantage is still the giants such as Toyota, BMW and Tesla. As a new force, there should be some new ideas. "We are also willing to do it ourselves. We are also willing to These new ideas are spread to newcomers and to traditional people."
Xia Wei, co-founder and president of Xiaopeng Automobile, believes that the value of traditional cars is reflected in the body, chassis and traditional parts. Today, the value of cars has changed and shifted, and more and more in software, functions, algorithms and Services, data and other fields, and in these areas, it is precisely the non-traditional car companies known as "barbarians" are good at. Whether it is a traditional car enterprise or a new car power, they should learn from each other and connect with each other to reflect these new values ​​in future products.
When it comes to new energy vehicles, it is now necessary to talk about the Internet. In the Internet era, automobiles have become information islands. Therefore, how to apply Internet thinking to new energy vehicles, how to ensure information security is a problem that car manufacturers must face. For the Internet car manufacturers, this is a very good opportunity, for the traditional car companies can also work hard in the product and after-sales service.
Intelligentization is also one of the trends that new energy vehicles are often mentioned. A large number of storage capabilities, sensing capabilities and the integration of automobiles will bring about tremendous changes in the performance and functionality of automobiles. Technology companies and Internet companies have a lot of resources and accumulation, but technology needs to be integrated with cars, how to integrate, how to practice, Newly built vehicles and traditional car companies need to solve problems together.
Future Mobility COO Dai Lei believes that “there should be a very open mind about new energy vehicles. There should be Internet thinking. We must rethink what consumers want. But at the same time, we must have some experience and strength in traditional industries. This is perfect. It can be successful if it is combined."
Consumers have the final say
Jin Weimin, vice president and general manager of the sales company: “To be a new energy vehicle, it is about low carbon, environmental protection and energy conservation. But consumers agree that the new energy vehicle that consumers are pursuing is what kind of vehicle. What is the market demand? This is worth pondering."
For the positioning of new energy vehicle consumers, many car companies have a consensus with Yundu. "Not only cloud, I think the image of the entire electric car consumer is: a strong career, a mature attitude, and a rising career. Relatively like new things, like early adopters, like challenges, live to find some fun, we think these people are the majority after the 90s and 80s." Lin Mi said.
Regardless of whether it is in products or services, consumers undoubtedly decide the development prospects of new energy vehicles. Wang Guangyu combines the market experience of Jianghuai new energy vehicles to put precise customer positioning in the first place in automobile marketing: “Jianghuai advocates a pro Service, all for the customer, family care, family-friendly service. For more than ten years, the brand of this service has been persistent and deepening, we have established a proactive, professional, honest, satisfactory service commitment to build such a The support system of the brand."
In the marketing model, time-sharing leasing has been unanimously recognized by the guests present, and it is believed that time-sharing is a relatively large market under the state's advocacy of the sharing economy.
Summary: Although the major developed countries and related automobile companies in the world have made great progress in the field of new energy vehicles, in general, China is still basically on the same starting line, but the gap is only 3-5 years, and Unlike the traditional internal combustion engine technology, there is a huge gap of 20 years. This is especially true in terms of commercialization and industrialization, and we still have certain advantages in some aspects. Regardless of whether it is driven by economic interests or social responsibility, every enterprise in the field of new energy vehicles wants to develop, and cooperation and interconnection are the trend, just as Aiqiang’s Fuqiang said in the final summary: “For new energy In the development of the car, everyone must work together, cooperate, and face the future one hundred years with an open mind."
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