The new energy industry will usher in a wave of consumption sobriety due to the continuous improvement of the penetration rate.
In May, the retail sales share of electrified products reached 47%, and it is expected to exceed 50% around the 11th National Day.
Retail sales are a direct reflection of the real acceptance of users, and it is clear that electrification is rapidly encroaching on the segment of combustion engine vehicles in this era.
In the first week of June, the top five companies released the weekly sales chart of new power companies were Ideal, AITO, ZEEKR, Leap, and Weilai, with sales of 10,900, 8,900, 4,200, 3,800, and 3,500 respectively.
Two of the most priced brands, with the best sales!
It is worth mentioning that the sales performance of brands with relatively low prices such as Nezha, Leap, and Deep Blue is not good, and Nezha's weekly sales are not even enough to 1500 units, which has not been counted, and the weekly sales of Deep Blue are about 2500 units.
Why is this happening?
In fact, outside this list, is the entire passenger car market, the retail volume of the passenger car market in May exceeded 1.7 million, and the sales of electrified products of traditional enterprises are huge, for example, BYD's weekly sales can exceed 80,000 units.
The sales volume of new power enterprises is not good in the traditional enterprise circle.
That is to say, more people are still consuming traditional models, and the new power market is a small plate.
Taking Nezha, which has poor sales, as an example, the models it launched have the problem of direct confrontation with BYD.
Take Nezha S, Nezha L, Nezha X as an example, what cannot be avoided is the BYD Song series, Seal / Han, under BYD's huge appeal, Nezha's product power is obviously unbearable.
BYD's strategy is to roll down, as long as the product at the same price as BYD, it will definitely be siphoned, because the cost of new power enterprises to let users understand and recognize is too high!
In fact, we also noticed another brand, that is, AITO, or Hongmeng Zhixing.
It has been less than a year since the AITO M7 was remodeled last year, but the AITO series has completed more than 250,000 orders, which is very fast.
Why?
There are two main reasons, one is that AITO has a stronger law of attraction, and the other is that AITO avoids BYD as a potential opponent.
The price of the AITO model is more than 250,000 yuan, and this is BYD's product blind spot.
At the same time, AITO's market promotion method is intelligence and technology, and there are no direct competitors in the high-end market, using the annual mobile phone sales market of more than 30 million and the market share of the high-end market segment, supplemented by the attraction of the ecology, to transform a part of the BBA user group and establish its own competitiveness ecosystem.
Of course, AITO is just one example, and if you want to succeed in the high-end segment, you must have your own unique product appeal.
For example, the HUAWEI ADS intelligent driving assistance system is the most powerful automatic driving assistance system in mass production passenger cars.
The so-called core is the attraction that the opponent does not have.
I have seen many cases of the collapse of high-end models, and the collapse of Gaohe is only one of them, because it has not established direct competitiveness in the high-end market, and it is increasingly lacking in the sober market.
After all, from the perspective of the concept of new forces making cars, the crazy transformation of traditional enterprises is a pressure on all new enterprises, and how to bypass these pressures is very crucial.
To put it simply, it is not easy for new power enterprises to develop downward, because it is inseparable from BYD, and it is even more difficult to develop upward, because it is necessary to create a unique attraction, which requires the product to have a hard-core and irreplaceable product force in the short term.