Recently, the "New Energy Used Car Data Report" (hereinafter referred to as the "Report") released by the online auction platform for used cars every day shows that:
Compared with fuel vehicles, the replacement cycle of new energy vehicles is shorter, and 63% of new energy vehicles are sold by owners within 50,000 kilometers.
As soon as this data comes out, it not only makes the new energy used cars with low residual value rate and low circulation efficiency worse, but also undermines consumers' confidence in buying new energy used cars.
However, is this really the case? Is the new energy used car really not worth buying? The reporter launched an investigation.
Short replacement cycle? What happened?
The report shows that 13% of new energy vehicles are sold when the mileage is less than 10000 km. In addition, the turnover of used cars with a distance of 65,438+00,000 ~ 30,000 ~ 50,000 ~ 80,000 km and over 80,000 km accounted for 29%, 265,438+0% and 65,448% respectively.
In contrast, only 3% of fuel vehicles were sold within 65,438+0,000 kilometers, and 565,438+0% of fuel vehicles were sold after driving 80,000 kilometers.
However, according to the reporter's investigation, this data has been verified by some used car dealers, but this is not the case reflected by more used car dealers and trading platforms.
"The mileage of new energy used cars we collect is generally shorter than that of fuel vehicles. After all, due to the limitation of mileage, car owners dare not run long distances. Only used for commuting in the city, the mileage will definitely not be too high. "
This is the feedback from the person in charge of a used car dealer in Hu Axiang used car market.
He also said that at present, in Hu Axiang, the transaction volume of used cars of new energy is not high, and most of the cars he collected are sold to Lu Yu and other places, and local consumers are more inclined to buy new cars.
In Chongqing Automobile Expo City, the reporter learned that the transaction volume of new energy used cars is not as good as that of Beijing.
In the half-day interview here, the reporter only saw two plug-in hybrid cars in the sales exhibition area, and the other one was that a consumer named to buy a Tesla model3 quasi-new car.
Although some car dealers said that they can accept new energy used cars, there are not many new energy owners who come here to sell cars this year. Most of the few car sources come from institutional customers such as the government.
"We have sold more than 65,438+0,000 new energy used cars. There are indeed consumers who change cars because of the upgrading of demand, but the proportion is not high.
I drive a new energy vehicle to work every day, and I also contact many new energy owners on weekdays. I found that almost all of us have a common sense, that is, once we drive a new energy vehicle, we rarely drive a fuel vehicle except for long-distance driving.
On the one hand, it is because the driving experience of new energy vehicles is better, on the other hand, it is also related to the lower travel cost of new energy vehicles. Shen Wenjun, founder of Che Yi automobile chain, told reporters.
In the last two years, he deeply felt that the market's acceptance of new energy vehicle consumption was increasing. This change is reflected in the fact that the transaction price and transaction efficiency of new energy vehicles are steadily improving in his shop.
According to the reporter's investigation, the replacement cycle of new energy used cars is indeed shorter than that of fuel vehicles. However, due to factors such as the large number of vehicles and the small number of private consumers, the transaction volume of new energy used cars itself is not high.
The sample size of this report released by Paiche every day has not been published, which does not fully reflect the real situation of the market. The reporter contacted the car every day and did not get an official reply.
More importantly, China's new energy vehicle market has serious policy-driven characteristics and is not fully market-oriented.
The most important thing is that most of these 4 million new energy vehicles are owned by units, and the proportion of private consumers is not high.
At present, * * * travel agency is undoubtedly a big user of pure electric passenger cars, and it also supports half of the second-hand car market of new energy, and the private transaction volume is not much.
As we all know, the service life of fuel vehicles used in the rental market is generally not too long to ensure that they are in good condition during operation.
New energy vehicles are limited by the service life of power batteries, and it seems inevitable that the service life will be shortened.
However, with the progress of technology and the improvement of consumer awareness, the replacement cycle of new energy used cars does not seem to be as short as shown in the above report.
Three factors restrict circulation efficiency.
"New energy vehicle technology is still in the stage of rapid improvement, and the products have not yet reached the stage of maturity and stability. This is the common cognition of manufacturers and consumers. In this state, it is inevitable that the residual value rate of new energy used cars is not high. "
Xu Cai, co-founder and chief strategy officer of Cheyi School, stressed that under the premise of continuous iteration of product technology, better performance and higher cost performance of new cars.
The second-hand car price system is also difficult to stabilize, and it will also produce chain reactions such as high replacement rate and unstable price of second-hand cars, which is inevitable.
He even judged that the index fluctuation of the new energy used car market will continue for some time in the case of rapid iterative upgrading of technology.
It is understood that more than 65,438+0,000 new energy used cars sold in Che Yi are only from * * * travel companies in first-tier cities, and these vehicles mainly flow to third-and fourth-tier cities, mainly in areas with good application foundation of low-speed electric vehicles such as Shandong and Hebei.
Che Yi Dede's half-year-long market survey found that in the 3-4-5 line market with high penetration rate of low-speed electric vehicles, new energy used cars have strong competitiveness.
"The price of these new energy used cars is similar to that of low-speed electric vehicles, and some models are even more favorable. These models have advantages over low-speed electric vehicles in terms of safety, comfort and fashion.
This is also the reason why we have identified the third, fourth and fifth tier cities as the main target markets for new energy used cars. At present, new energy used cars and low-speed electric vehicles PK have achieved good results. "
In Shen Wenjun's view, the fundamental reason for the low surplus rate, low circulation efficiency and even short replacement period of new energy used cars is that the circulation channels of new energy used cars have not been really opened and there is no market.
Xu Cai also said that insufficient product strength, insufficient service capacity and imperfect marketing network have restricted the circulation efficiency of new energy used cars.
"At present, the matching between the manufacturer's service network and the market is seriously insufficient, which leads to the fact that the new energy used car market has not really formed."
Xu Cai believes that in the third, fourth and fifth tier cities, there is a certain demand for new energy used cars, but the service network of car companies is not so deep, resulting in a large number of unmet needs.
Moreover, more importantly, in the after-sales service of new energy used cars, especially in the after-sales service involving "Three Electricity", the service ability of manufacturers lags behind the market demand seriously, which makes the use experience of new energy used cars decline.
Even many consumers are afraid to buy new energy used cars rashly because the after-sales maintenance layout is not in place.
Create a better consumption environment.
"In Nanning, Liuzhou and other places in Guangxi, Baojun pure electric vehicles are very popular in the local area, and the liquidity of used cars is naturally good. A car with a price of 29,800 yuan can still achieve a transaction price of 2 1000 to 22,000 yuan after driving for more than a year. "
In Shen Wenjun's view, the circulation of new energy used cars is a systematic project, which needs to be "jointly built by the whole people". First of all, we should build a relatively rational cognitive environment.
"In fact, the residual value of some new energy vehicles is not so low. For example, Baojun, Euler and other models still have high demand in the used car market.
However, the current public opinion orientation has misled consumers to a certain extent, leaving everyone still stuck in the cognition that the residual value of new energy used cars is extremely low.
In addition, there are some problems in the safety of new energy vehicles, which have seriously affected the circulation of new energy used cars after amplification. "
Shen Wenjun said, including the media, we should guide the construction of a correct public opinion environment, so that consumers have a correct understanding of new energy used cars, thus promoting the healthy development of the industry.
Xu Cai also said that there is a serious deviation in consumers' cognition of new energy used cars, which is an important reason why the circulation of new energy used cars is blocked.
Secondly, we should create a benign development environment. Taking Guangxi as an example, the local government has issued a series of preferential policies, including preferential fees.
The construction of a good environment for the use of new energy vehicles naturally makes the new energy used car market increasingly active. In this regard, more local government support is needed.
Finally, manufacturers should do a good job in channel sinking, and build a marketing network with certain after-sales service ability in the third, fourth and fifth tier cities with certain demand, so that the marketing network can really reach the needs of consumers.
"At present, in terms of new energy used cars, there are obvious deficiencies in both products and service capabilities, especially in terms of services. It is necessary for manufacturers to effectively cooperate with third-party service platforms to build a benign consumption environment and bring consumers a better new energy used car experience. "
Xu Cai said that there is a broad market demand for new energy used cars. Although there are some problems, it is also an opportunity for the majority of manufacturers.
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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.