Tan Haojun
Following the sharp drop in the price of electric vehicles in Selis Aito, Xiaopeng Automobile, a new forces of Xiaopeng, also announced on January 17 that some car models have reduced prices from 20,000 yuan to 36,000 yuan (RMB, about 3880, about 3880, about 3880, about 3880, about 3880Xinyuan to S $ 6980, the same below).This is a response made by Chinese electric vehicle manufacturers to deal with the price reduction of Tesla New Year.Next, more Chinese domestic electric vehicle brands may join the ranks of price reductions. Electric vehicles may enter a new price competition time, and make stampered.
As we all know, in the field of electric vehicles in China, brands can be described as everywhere.According to relevant agency data, the number of brands in the electric vehicle market has reached 147, and there are 372 electric vehicle models sold.If you all have strong market competitiveness, it is okay.However, the average monthly sales of these lane electric vehicle brands are only more than 1,100, and the gap is too large compared with the actual market demand.
Although the competitiveness of electric vehicles may increase compared with Chinese domestic fuel vehicles.In particular, the new forces of car building have been able to fight with internationally renowned brands such as Tesla in terms of design, appearance, and comfort. However, most of them are still poorly competitive and can only meet the needs of niche.Naturally, the market share will be very low.There are only a few cars in front of the internationally renowned brand cars.
With the implementation of Tesla's price reduction strategy and the curtain of price cuts, these Chinese electric vehicle companies that are not as competitive in market may be more and more sad, and the phenomenon of stepping is becoming more and more serious.In the end, several national electric vehicle companies can survive and are worthy of attention.
The development of new energy vehicles is an important step that China's automobile industry must take.However, development does not mean that automotive companies are more beneficial.If that, it will be trapped into the quagmire of traditional fuel vehicles, that is, the additional car sales of all Chinese independent brand companies in one year will not keep up with the sales volume of a Volkswagen company in the Chinese market.Such a pattern cannot make the Chinese automobile industry truly revitalize, nor can it effectively enhance the market competitiveness of Chinese automobile manufacturers.Chinese automobile production enterprises are not only quantities, but also quality.Only by effectively improve quality can the reliability and effectiveness of the quantity be guaranteed.
Tesla dares to start the price reduction when the electric vehicle market is the hottest. To a certain extent, it may be derived from three aspects.
First, the full cancellation of electric vehicle subsidies depends on the production cost of the enterprise.High production costs, no competitiveness; low production costs and competitiveness.Compared with Chinese electric vehicle manufacturers, Tesla's cost advantage is obvious. Naturally, after the subsidy policy is canceled, it can kill a price reduction.Those companies that have no cost -advantage at all will definitely be strangled.
The second is the countermeasure for BYD's price reductions.Facing the cancellation of electric vehicle subsidies, BYD took price increase measures.Since the second half of last year, BYD's influence in the market has become increasingly greater and the market share has become higher and higher.For Tesla, of course, it constitutes tremendous pressure.As a result, in order to cope with BYD's price increase strategy, Tesla's price reduction is undoubtedly a heavy blow for BYD.And this blow is also a fire in the city gate, and it is overwhelmed by other Chinese electric vehicle manufacturers.
Third, Tesla has technical advantages.The same car, if you have used Tesla, want to change other brands, it is quite difficult.From the perspective of a considerable part of Chinese consumers, Tesla is the king of electric vehicles. To update, it must continue to be Tesla, otherwise, there will be a sense of psychological loss.And all of this comes from Tesla's technical advantages.It is a strong technical advantage that Tesla has strong market competitiveness, and dares to defeat the opponent by reducing prices.
Tesla's price reduction is of course a good thing for consumers.However, it is a disaster for other electric vehicle manufacturers.Because most of the electric vehicle manufacturers are already at the critical point of profit and loss, and they must get government subsidies, otherwise they are a word -loss.How can these companies live by Teslara's price reduction water?If you want to survive, you must consider, think, and study.It is expected that in the next three years, more than half of Chinese electric vehicle companies are expected to disappear.What can survive will also survive very difficult, and even the possibility of falling at any time.This is the cruelty of market competition and the inevitable result of market competition.
It is a trajectory of the development of the electric vehicle industry because of the policy of rejuvenating policies.People can learn from this development idea and the lessons that the electric cars that have caused by it: they do not focus on technology research and development and product development, they just think of the policies' sunlight and dew, and they must eventually be eliminated by the market.
Therefore, electric vehicle manufacturers that can survive must be companies that take technical routes and are good at armed for armed forces.Otherwise, only one road can be eliminated.
The author is Chinese Financial Reviewer
