This research activity is sponsored by Peng Hui Battery.
In Shandong, from 20 12, five cities, namely Dezhou, Liaocheng, Zibo, Weifang and Jining, have been used as pilot cities for small electric vehicles, and small electric vehicles can be listed on the road. It is this move that has greatly promoted the development of low-speed electric vehicle industry in these five regions. Moreover, in recent years, Weifang, represented by Reading, is gradually rising, occupying an important position in the low-speed car market.
Map of Shandong province
I. Overview of Weifang
Weifang, known as "Weixian" in ancient times, also known as "Du Yuan", is located in the middle of Shandong Peninsula, a prefecture-level city under the jurisdiction of Shandong Province, and is adjacent to Qingdao, Rizhao, Zibo, Yantai and Linyi. Ji Jiao Railway is located in the throat leading to the peninsula in the hinterland of central Shandong and runs through the east and west of the city. It is the geographical center of the peninsula urban agglomeration. It is located at the important intersection of the Yellow River Delta Efficient Ecological Economic Zone and the Shandong Peninsula Blue Economic Zone. Weifang has a total area of 65,438+6,000 square kilometers, accounting for 10% of the total area of Shandong Province, ranking second in Shandong.
The picture below shows the overall distribution of Weifang, including the distribution of streets and towns, as well as the per capita GDP. Enterprises are mainly distributed in Changle County, Fangzi District and Binhai Economic Development Zone. The main brands are Reading, Hantang, Ruichi with provincial industrial design center and emerging brands. Dealers are widely distributed, and there is a low-speed electric vehicle market in all regions.
Second, the enterprise situation
In this survey, China Electric Vehicle Network visited four local representative enterprises in Weifang, namely Reading, Ruichi, Hantang and Zhongxin.
Reading: lead the new forces in the industry and emphasize the value of science and technology.
Reading is positioned as a domestic high-end self-developed electric vehicle brand and the flagship brand of Bidwin Group. Since 2008, we have been focusing on R&D and key components of electric vehicles. R&D and manufacturing have now formed R&D and production; Electric vehicles and key parts; D, manufacturing, sales and after-sales service system. With the expansion of brand influence, Reading has gradually grown into a benchmark enterprise in Shandong's low-speed electric vehicle industry.
So far, many models built by Reading have reached the level of traditional cars in many aspects. Committed to building a professional leading industry brand and producing electric vehicle products that meet the multi-level needs of consumers not only represents the development trend of the industry, but also opens up a new direction for the development of the electric vehicle industry. Reading has integrated R&: D and core technical experts with experience in new energy industry, and built leading iPower power system, iControl motor and vehicle core control system, iLife life cycle battery management system, U-Cari vehicle interconnection system, i-MMD dual-engine lithium battery hybrid technology based on Reading's three-power technology, and HPS high-speed permanent magnet synchronous motor drive system.
In terms of products, from Reading D50 to Reading D70, D80, S50 to all-lithium battery, Reading Automobile has achieved five iterative product upgrades. Technically, Wen Yue Automobile announced the latest lithium-ion drive technology on March 5th. In terms of production capacity, the current total production capacity of Wenwen Automobile is 350,000. Reading plans to build the third high-speed electric vehicle factory in 20 18, and accelerate the coverage of the whole industrial chain of electric vehicles in an all-round way.
Reading's current flagship product D70 accounts for about 35% of the total sales. However, the imitation reading products on the market also have an impact on its market, and the price war has become the normal state that we have to face. Reading's current strategy is to rely on organizational strength, channel strength, product strength and brand strength to avoid competition with high-speed cars and steadily occupy the rural market. On the one hand, we should respond to the standard trend of low-speed electric vehicles, on the other hand, we should actively prepare for qualification applications. As the leader of the low-speed electric vehicle industry, it is very likely to get a brand-new pure electric passenger car after reading the article, no matter from the aspects of products, technology and production capacity.
Rui: With years of manufacturing experience, energy is gathering.
Weifang Ruichi Automobile System Co., Ltd. was established on 20 10, and its business scope covers the manufacture and sales of new energy automobile systems and parts. With the rapid development of Shandong's new energy industry, its automobile super platform and a series of vehicle project products have successfully built the Foxconn model. The power system includes pure electric, hybrid, advanced energy-saving gasoline engine, diesel engine and CNG. In recent years, its product Lei Jun electric vehicle caused a storm by suing Xiaomi, and successfully entered the Shandong low-speed electric vehicle system with the help of sincere new products.
Rui's factory is located in the advanced manufacturing industrial park in Weifang Binhai Economic and Technological Development Zone, Shandong Province, with a total construction area of 1335 157 square meters and a workshop area of 654.38+10,000 square meters. With an annual output of 350,000 vehicles, Rui Rui is the largest automobile super platform and new energy automobile manufacturing industrial park in Weifang. As a large-scale new energy automobile company, Ruichi has obvious advantages in design and manufacturing. Not only has four efficient and complete process workshops, but also has a provincial industrial design center.
Sharp products are deeply loved by consumers for their grounded appearance and price. Lei Jun's flagship products are V8, L3 and K6, among which V8 enjoys a high reputation in the industry. Its unique "Tesla instrument control big screen" won the title of "Tesla in low-speed electric vehicles". With its high cost performance, the sales of Ruichi products are also in the forefront of the low-speed car industry. According to the relevant person in charge, in 20 16, the sales volume of low-speed cars of Ruichi exceeded 40,000, and this year's sales target is 55,000. At present, there are 900 first-class dealers in China.
According to Lin, general manager of Ruichi Marketing, dealers need to consider two aspects when choosing car companies: the first is the brand, and the second is to earn appropriate profits. Because quality is the capital of survival and cost performance is the capital of competition. Therefore, the principle of Ruichi is not to participate in the price war, because both enterprises and distributors should have enough profits. Enterprises in the industry should develop together and build a good market together. In addition, as a car company with design advantages, Ruichi has been preparing for the research and development of new products and has designed a number of models. Once the policy standards are settled, more novel products will be presented on the market.
Han and Tang dynasties: low-key, pragmatic, cost-effective, and the dark horse in the industry is in action.
Han and Tang dynasties were formerly auto parts factory, which was established on 20 10. Han and Tang entered the low-speed electric vehicle industry relatively late, and the formal layout began at 20 14. At the Jinan Exhibition in August last year, Han and Tang Dynasties unexpectedly became popular, and A3+ instantly became a hot-selling product in the market, and its high cost performance became a distinctive label of Han and Tang Dynasties. After that, the market performance of Han and Tang dynasties continued to rise, which is expected to become a dark horse in this year's industry.
In this survey, we visited the No.4 Hantang Factory in Fangzi District. Because it was bought directly, the layout of the four workshops was a bit messy. However, these have not affected the productivity of workers and the quality of products. Most of the auto parts, guard plates and sheet metal of Han and Tang models are produced by themselves, which almost realizes self-sufficiency and greatly saves production costs.
Although it is off-season, the workshops in Han and Tang dynasties are still very lively. Han and Tang products sell well in the market with the advantage of high cost performance. In addition, the production mode of Han and Tang dynasties follows the principle of "order is production", and the rear production is driven by order, so the inventory pressure of Han and Tang dynasties is very small. It is worth noting that Hantang also established the Automobile Mould Division, becoming the only enterprise in the field of low-speed electric vehicles in China with the ability to independently develop and manufacture automobile moulds, filling the gap in the field of low-speed electric vehicles. As we all know, in automobile research and development; In the process of D, the development and manufacture of molds can be said to be the most expensive, while the car mold designer in the Han and Tang Dynasties will save nearly half the cost and greatly reduce the product cost.
The outside world was surprised by the sudden outbreak of Han and Tang Dynasties, but in the view of Zhang Guoquan, executive deputy general manager and general manager of Han and Tang Marketing Company, these were not unexpected at all. According to Zhang Guoquan, over the years, the Han and Tang Dynasties have been one step at a time, and everything has been carried out according to the expected plan. There are more than 600 first-class sales channels in Han and Tang Dynasties. At present, the price of Han and Tang models is around 20 thousand, which is very cost-effective. With this advantage, since the second half of last year, the Han and Tang dynasties have risen very fast, with annual sales exceeding 30,000 units. The annual sales target of Han and Tang Dynasties this year is 40,000 units. In terms of products, Hantang owns Hantong A1/A1/A3, Hantang lithium battery products, and Hantong Q3 and A6 may be listed this year.
Moreover, the future orientation of Han and Tang dynasties is also very clear. That is, in 20 17, the Han and Tang dynasties achieved rapid development, comprehensively upgraded the manufacturing processes of the four core technologies of automobiles, and successfully cast the leading brand position of cost-effective electric vehicles into a first-class brand echelon in the industry; 20 18, Hantang Qianmu Industrial Park was put into operation, with an annual production capacity of 300,000 units. The manufacturing process of the four major automobile core technologies has reached the leading level in the industry, and the production and sales volume have entered the top three in the industry, leading the brand position of the first echelon in the industry; In 2020, we will lead the brand of low-speed electric vehicles in an all-round way, enter the high-speed lithium battery industry at the same time, build a full range of product combinations of high-speed and low-speed new energy vehicles, quickly consolidate the market position of high-speed vehicles, and become the real leader of high-cost electric vehicles.
New: a new force that cannot be ignored
Zhongxin Electric Vehicle 20 15 entered the field of low-speed electric vehicles, which is younger than other enterprises. However, in the ever-changing low-speed electric vehicle industry, cruel elimination has never been based on seniority, and many new forces stand out. Zhongxin is such a rapidly growing new force. Although affected by many factors such as policies this year, the sales of Zhongxin low-speed cars have been rising all the way.
Compared with other companies that have worked hard in the low-speed car industry for many years, Sino-Singapore is still in its infancy, but it is growing rapidly. 20 15 officially entered the field of low-speed electric vehicles, and now many models such as Zhongxin E6 and E7 have been launched. In addition, with the advantages of car shell and accessories, Zhongxin's product sales are very flexible, and products with different configurations and colors can be provided in time according to the needs of consumers.
Xin, deputy general manager of Zhongxin, believes that the most important thing for enterprises to survive and develop is to have core products. Therefore, Zhongxin is currently cooperating with excellent external design teams to gradually realize the differentiated competitive advantage of product design. At the upcoming Jinan exhibition, there will be a new sample car display.
At present, Sino-Singapore is planning to use 400 mu of land provided by the government to build a new factory, or it will be put into production in the second half of 20 18, with a designed production capacity of 65,438+10,000 units. It is also the first choice for Zhongxin to strive for qualifications in the future, or to cooperate with qualified enterprises. In the words of New Guo Liang, we don't have to be timid, we have no burden, we just need to move forward.
Three. Dealer information
Weifang's dealer market is very scattered. This time I visited the dealers in Changle County and Fangzi District. From the market point of view, local consumers mainly recognize local brands, and foreign brands are difficult to survive in the local area. In reading, Bi, Lei Jun and Han and Tang Dynasties all have advantages. Lichi, who takes the brand route, and Daojue, who has obvious body differentiation, have a place in the local area.
More than 90% dealers believe that the products between 1.5w-2w have the largest sales volume, and the products between 1.5w-3w are most easily accepted by consumers. From the perspective of per capita GDP, this price is acceptable to most consumers, and there is no pressure; More than 95% dealers believe that the main reasons affecting sales volume are Jinan vehicle inspection, Weifang local regular vehicle inspection, farmers' busy farming and the absence of national standard. As long as the national standard is issued, the low-speed electric vehicle market will have a good prospect. At present, more than 75% dealers sell high-speed cars at the same time.
Four. abstract
First, the issue of qualification and identity conversion is hotly debated in the industry. Respondents said that there are two ways for the future development of enterprises. One is to strive for the production qualification of high-speed cars; The second is to cooperate with qualified enterprises. The delay in the introduction of policies has made enterprises somewhat timid, which is not conducive to industrial development and upgrading in the long run.
Second, the price war within the industry has intensified. From the enterprise's point of view, price war is a stage that every industry has to go through, but to have a bottom line and ensure the reasonable profit of products, it is necessary to do whatever it takes; For dealers, the price war not only reduces profits, but also reduces brand loyalty.
Third, the competitive landscape is uncertain. New forces are constantly emerging, those enterprises that can't adapt to competition are gradually eliminated, and the reshuffle of the industry is intensified. This stage tests the comprehensive strength of all aspects of the enterprise. Market competition is like sailing against the current. If you don't advance, you will retreat.
Fourth, the market. Affected by policies, vehicle inspection and environmental protection, the market is in a downturn in the first half of the year and may reach a climax in the second half.
Million car purchase subsidy