New energy vehicles are still a topic that cannot be ignored at this auto show. Although the battery and intelligent technology are constantly iterating rapidly, almost all brands are launching new energy products, but under the influence of last year's subsidy decline and this year's epidemic, the current situation of the domestic new energy vehicle market is not very ideal.
From June 5438 to August 2020, the production and sales of new energy vehicles were 602,000 and 596,000 respectively, down by 26.2% and 26.4% year-on-year, but the decline rate was still 5.5 and 6.4 percentage points lower than that in June 5438+10-July, and the whole market recovered slowly in the post-epidemic era.
Liu Zhifeng, general manager of Geometry Brand Sales Company, analyzed that the current new energy market is mainly composed of the following parts, about 70% of which are online car and taxi markets, and the rest are private markets, buses and time-sharing markets. Different car companies and different models have different target markets.
The cliff-like decline of the new energy market this year is largely affected by the shrinkage of the B-end market after the subsidy retreat. He believes that "with the popularization of infrastructure, charging is more convenient, and the technology of new energy vehicles has been greatly improved. New energy vehicles will become an inevitable choice for people to buy cars. Therefore, only by cultivating the private car market can the development of new energy vehicles in China have a better future. So the goal of Geometry C is also the private market. "
Liu Zhifeng still holds a positive attitude towards the future new energy vehicle market. In an exclusive interview with Auto Industry and Commerce, he said, "In those days, the proportion of cars entering families in China was very small, but the auto market only depended on individuals, and it has increased from 6,543,800+0,000 to 25 million in the past 20 years. I think the future new energy personal market is also such a development trend, but it needs a process and we need to work hard for this goal. "
"As far as geometry is concerned, we hope that Geometry C will enter the top three market segments in the short term, and the long-term goal is to hit the first market segment."
The following is an exclusive interview:
In the future, the new energy personal market can account for 90%.
Automobile production: how to treat the C-end and B-end markets?
Liu Zhifeng: I think the car and taxi market in the B-end market network accounts for about 75% at present. Before the end of the year, we will launch a new generation of exclusive models in the online car and taxi market. In addition, we will also launch a new model of driving school coach car in the driving and training market, and we will also launch the annual modified geometry A next year.
Originally, the new energy market was mainly based on online car rental, but in the future, I think we should focus more on the personal market.
Due to the arrival of Tesla this year, the proportion of individual user market has been enlarged, and the proportion of individual market has reached more than 25%, which is also the driving force for the sustainable development of new energy in the future. Just as cars entered the family in China, only cars really entered the family, which is the basis for the vigorous development of China's automobile industry. At the beginning, the annual sales volume of automobiles in China was only 6.5438+0 million, all of which were buses and taxis, and the proportion of individual automobiles was very small. In the past two decades, the automobile market has grown from 6.5438+0 million to 25 million this year, thanks to the development of the personal market. I think the market capacity of new energy vehicles will reach 5 million in the future, and private users will definitely dominate, but it needs a process and we need to work hard for this goal.
It is estimated that by 2023, there will be seven products in our plan. In the future, geometric products will cover all aspects from A0 to A, including more than ten models such as SUVs and cars. Is a very three-dimensional, all-round product series to meet the needs of different user groups.
Automobile sankei: The overall sales volume of new energy vehicles is rising in August. What are your market expectations for geometric models in the future?
Liu Zhifeng: This year, the market experienced a negative growth of 22% from June 5438 to August, a negative growth of 34% from June 5438 to July, and a year-on-year growth of 150% in July and August, showing a strong rebound in the post-epidemic era. In addition, there are new products to stimulate demand, and the state has continuously increased favorable policies, such as the extension of purchase tax relief, the addition of 20,000 electricity consumption indicators in Beijing, and the introduction of new energy subsidy policies in many cities. I think according to this trend, the new energy vehicle market will be the same as last year, and even increase by 5% to 10%. As far as geometry is concerned, we hope that Geometry C will enter the top three market segments in the short term, and the long-term goal is to hit the first market segment.
Automobile sankei: How to treat the new energy market next year?
Liu Zhifeng: It will continue to develop steadily. I think it may maintain an annual growth rate of around 15%. There is a great growth here, that is, the private car market will grow at a high speed, and the number of online cars and taxis will shrink sharply. Because many individuals in China are also registered online, some data are inaccurate. I think the proportion of individuals is increasing, effectively increasing 15%.
Geometry C impressed C-end consumers with "true endurance"
Automobile sankei: How does Geometry C attract C-end consumers?
Liu Zhifeng: We originally planned to show Geometry C at the Beijing Auto Show in April, but because of the postponement of the auto show, Geometry C was listed in Hangzhou Impression West Lake in August. This time, the focus of our exhibition is still Geometry C, which is the second month since the launch of the new car. It is estimated that the sales volume will exceed 65,438+0,000 units, and the market performance is quite good.
Geometry C has two labels that are highly recognized by the industry and consumers. One is "true endurance". SEM intelligent energy management system independently developed by Geometry and energy efficiency control with algorithm as the core realize ultra-low energy consumption, high-precision energy control and efficient energy recovery. Finally, the endurance accuracy is close to 100%, and the maximum increase is 40%, which can effectively eliminate their endurance anxiety. Another label is "real value preservation". We launched the industry's first two-year 30% discount vehicle repurchase policy, and the same brand replacement is not limited. There is almost no threshold for consumers, which solves the residual anxiety of pure electric users.
At present, new energy users have four major concerns. The first is the battery cost, which is gradually decreasing. The second is charging pile equipment, which has increased by 30% nationwide this year. The third is the point that consumers are most concerned about-battery life. At present, the battery life of pure trams on the market has basically reached 400 kilometers and 500 kilometers, which has reached the level of oil cars. Therefore, users are more concerned about the endurance accuracy than the endurance length. For example, there are 65,438+000 kilometers left on the watch, and users may worry about whether they can run to 65,438+000 kilometers. What if they run 50 kilometers and throw them on the road? This is precisely the pain point that Geometry C tries to solve. Display 100 means you can run 100, and the customer experience is very good. The fourth point is the preservation rate of pure electric vehicles. Due to the rapid technological upgrading in the new energy industry, batteries need to be replaced almost every year, and the imperfection of the second-hand market, the preservation rate of pure electric vehicles is very low, almost half of that of gasoline, which is one of the reasons why we launched a two-year 30% discount on preservation and repurchase policy. We hope to further protect the rights and interests of geometry C users, so that they can buy it cost-effectively and use it with peace of mind.
Create geometric brand with users * * *
Automobile production and sales: Geometric brand has always attached great importance to the connection with users. What have they done in this regard?
Liu Zhifeng: Actually, our booth activity this time is very special, because from planning, organization and implementation, geometric users are deeply involved, including on-site sales consultants. It can be said that this is a conference that belongs entirely to users, and the users' sense of participation and experience is particularly good. Everyone is fully involved in the creation of * * *. As we all know, the launch of Geometry C also launched the Global Design Incubation Competition. Geometry C is the official designated model of Hangzhou Asian Games in 2022. The theme of this activity is the Asian Games. The exclusive shapes including appearance, interior and car screen are all geometric C designs, and many users participated once released. Tomorrow morning, in the geometry booth of 1 1, we will also release a new car color created by users. At the same time, many new energy lovers and geometry owners will share their lives and stories. Welcome everyone to watch.
In addition, we not only sell cars, but also sell books at this auto show. Our booth has built a large bookshelf, which is especially literary. Chairman Li Shufu also released a new book, Li Shufu, which mainly introduced the growth process of China's own brand Geely. I hope more people will praise the rapid development of automobile manufacturing in China, and also hope that more Geely and Li Shufu will emerge in China to contribute to the manufacturing in China.
Automobile production and marketing: what are the plans for the new marketing work of Geometric Automobile in the future?
Liu Zhifeng: We are still learning and summing up. At present, there are two main problems. One is user-centered and the other is circle marketing. To put it bluntly, circle marketing is to let car owners introduce and sell cars, because without this word-of-mouth marketing, people will not buy your products.
Regarding "user-centered", Geometry has always attached great importance to the connection with users since the brand was released. Last year, we released the "Geometer Life Culture Brand" in Anaya. When Geometer C went public this year, it also launched a new incubation platform for the new ecology of car time, "Geometer Plus", including the booth of Geometer at the Beijing Auto Show. We all hope that users can better participate in brand building, become the owners of the brand, promote each other and grow together with us.
In addition, after the auto show, we will start the "non-negotiable" tour owner's test drive, and explore the comparative scenery within a radius of 550km around the city (just the NEDC endurance of geometry C) with users in core cities such as Beijing, Hangzhou and Shenzhen. For example, in a bustling city like Hangzhou, there is actually a desert 500 kilometers away, and you can enjoy the fun of pure electric travel in the beautiful scenery. We have also launched on-site service, on-site test drive and other services to further facilitate users.
In circle marketing, it is very important for existing car owners to actively spread word of mouth and help introduce them. There is a "partner plan" within Geely, and the partner of Cao Cao's driver is one of them. There are about 50,000 Cao Cao drivers in China, which is equivalent to 50,000 sales consultants, so Cao Cao drivers are a broken circle. The dealer itself is also a circle. For example, several dealer stores have made a training program for market partners, so that customers who buy cars can teach you how to spread, and the training effect is very good. This is also a kind of circle culture. In addition, it is the recommendation of old customers, so that customers can feel our care. When they feel good, they will take the initiative to recommend us to their friends, and we will share good products together, which is also a kind of enjoyment for customers. I think this is the core point of circle culture.
In addition, we are carrying out the geometric creative officer program, and inheriting culture with users as the center is our core direction in the future, so that users can feel our unique service more and exceed his expectations.
Automobile production and sales: where will the competitiveness of geometric brands be reflected?
Liu Zhifeng: At present, we are deepening our product line. There is also a new game that just talked about learning marketing, strengthening customer experience and strengthening word-of-mouth introduction. The other is to learn new channel construction forces. Don't be limited to 4S stores. Can manufacturers join hands with distributors and manufacturers lead direct sales to enrich channels?