However, compared with traditional car companies, the new car-making forces do not have many advantages in terms of production lines, car-making experience, sales channels and brand mentality. How Internet companies such as Xiaomi stand out in this red sea is a problem they need to think about. 10 year 10 On October 20th, Lei Jun, the founder of Xiaomi Company, talked about his views on the electric vehicle industry on the social platform.
"Electric vehicle is a consumer electronic product with intelligence, software and user experience as its core. The essence of the automobile industry will evolve from machinery to consumer electronics, and its market share will be highly concentrated in top enterprises. " Lei Jun said that when the electric vehicle industry enters a mature stage, the top five brands in the world will occupy more than 80% of the market share. In other words, the only way to succeed is to be among the top five, with an annual shipment of over 6,543,800+million vehicles. The competition will be cruel.
Fierce market competition
Although the cake of new energy vehicles is very big, the competition is fierce.
Recently, the new car-making forces announced their sales in September, and two models of "Wei Xiaoli" fell out of the top three sales. Nezha Automobile led the way with the delivery volume of 1.8 million vehicles, with a year-on-year increase of1.34%; Li returned to the monthly delivery volume of over 10,000. In September, * * * delivered new cars 1. 1.5 million, up 62.5% year-on-year. Zero-run cars have stabilized the top three positions, and the delivery volume in September reached 1. 1 10,000 vehicles, up1.72% year-on-year; Weilai Automobile delivered 654.38+0.09 million new cars in September, which was basically the same as the same period last year; Xpeng delivered 8,468 vehicles in September, down 18.67% year-on-year, falling for three consecutive months.
At present, new energy vehicles are still in the reshuffle stage, and the market competition is fierce. When the market matures, Lei Jun believes that the top five brands in the world will occupy more than 80% of the market share. The only way for Xiaomi to succeed in building a car is to be among the top five, with an annual shipment of more than 654.38+million.
An Yongguang, an expert from the Credit Management Committee of All-China M&A Association, said in an interview with the Securities Times reporter that the technical barriers in the field of electric vehicles are far lower than those in fuel vehicles, because electric vehicles do not need complex and sophisticated fuel engines, and the core area that accounts for 40% of the cost of electric vehicles is also provided by specialized manufacturers such as Contemporary Ampere Technology Co., Ltd. This also means that the technical threshold of electric vehicles is very low, and its competition will be more intense than that of previous fuel vehicles.
"Lei Jun's Top5 is still a little optimistic. The competition in the new energy vehicle market is fierce, and the market structure has been formed. BYD Tesla is in the first echelon, and most of the traditional car factories are transforming new energy in the second echelon. " Zhang Xiaorong, president of Shenzhen Institute of Science and Technology, told the Securities Times reporter.
Zhang Xiaorong believes that only according to the competition law of 3C market can the first echelon really survive. At present, many car companies are trying to climb the throne of the first echelon. For example, Lei Jun once said that the goal of Xiaomi to build a car is to enter the first camp in 2024.
With the advantages of production line, experience in building cars, sales channels and brand mentality, traditional car companies that switch careers seem to have more advantages in the competition of new energy vehicles. How to stand out in this red sea is worth pondering by the new forces that build cars.
The research of Shenzhen-Hong Kong Securities pointed out that the new energy vehicle market has changed from policy-driven to market-driven, and the industry pattern is changing rapidly. Looking back, Xiaomi and Baidu cars were not mass-produced, and Huawei did not build cars in person, leaving fewer and fewer opportunities for latecomers. The new forces of car-making are one step ahead, and lead the outbreak of new energy vehicles with faster response and starting from consumer demand. After preliminary exploration, traditional car companies have responded to the competition of new energy vehicles one after another, and new brands such as Lan Tu, Krypton, Ai 'an and Zhiji have been gradually established, relying on the advantages of perfect industrial chain to gradually exert their strength.
Shenzhen-Hong Kong Securities believes that the current market competition has extended from products to supply chains, and all-round competition has begun. The new forces of car-making should start with improving the product matrix, accelerating product iteration and comprehensively laying out the supply chain, and comprehensively enhance the core competitiveness around the three technologies of autonomous driving technology, intelligent cockpit development, service operation mode and ensuring production and supply, and gradually increase the market share and profitability.
The goal is to enter the first camp of the industry in 2024.
At present, there are three paths for enterprises to build cars across borders:
The first is the model of "helping car companies build good cars". The representative company is Huawei, which focuses on ICT technology and cooperates with OEM to become an incremental parts supplier for smart cars and help car companies build good cars.
The second is the model of "building cars hand in hand with traditional car companies", with Baidu, Tencent and Ali as the representative companies. Technology companies provide software and intelligent technology, while traditional car companies are responsible for car manufacturing.
The third is the "self-made car" mode. For example, Xiaomi and Zero Run chose to build their own factories and cars, and extended the advantages of their original industries to automobiles.
Xiaomi chose the third mode, the full-stack self-developed algorithm, to fully develop autonomous driving technology. At present, the scale of Xiaomi's autonomous driving team has exceeded 500, and the first phase has invested 3.3 billion R&D expenses, with the goal of entering the first camp in 2024.
In August this year 1 1, Lei Jun showed the phased achievements of Xiaomi Automobile at the press conference, and said that autonomous driving is the most complicated module in the automobile industry, which is not only high in technology, but also highly related to safety, and also the first breakthrough direction of Xiaomi Automobile.
At the press conference, Xiaomi Automobile demonstrated the relevant progress of its autonomous driving technology, including automatic U-turn in unprotected scenes, automatic bypass of accident vehicles, automatic left turn at multi-lane intersections, automatic bypass around the island, zebra crossing yield and automatic parking+automatic charging of mechanical arms.
According to the data of Wisdom Bud, Xiaomi Automobile has applied for 125 automobile patents since its establishment, of which about 70 are related to autonomous driving, involving vehicle target detection, path planning, vehicle control and technology reaching L2+ level.
Cinda Securities believes that Xiaomi will gradually establish automobile technology and industrial layout with autonomous driving as the core, and aim at launching cost-effective intelligent electric vehicles, which is expected to accelerate the development of electric intelligence in the automobile industry. Xiaomi's upstream and downstream supply chain integration ability is strong, or it can optimize the automobile supply chain. Xiaomi products are generally "cost-effective" for two main reasons: First, the upstream and downstream supply chains have strong integration ability, which can minimize the supply cost; Second, strong network marketing ability can not only save a lot of offline promotion expenses for Xiaomi, but also the final effect may be better than other traditional marketing methods.
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