New energy vehicles need to seize the opportunity of brand leap

16Sep

At present, He Jun's development in my country's new energy vehicle industry has entered the "fast track", and the monthly production and sales have reached a new high. According to data from the China Automobile Industry Association, in August, the monthly production and sales of new energy vehicles in my country reached 691,000 and 666,000, respectively, a year -on -year increase of 1.2 times and 1 times, respectively. At this point, in the first eight months of this year, the production and sales of new energy vehicles in my country were 3.97 million and 3.86 million, respectively, a year -on -year increase of 1.2 times and 1.1 times, respectively. In the dazzling transcripts, there is a change in the indicator, that is, the user's net recommendation rate (NPS). Data show that in 2022, the NPS of Chinese brand cars increased significantly to 18.91%, surpassing overseas ordinary brand cars (14.71%) in one fell swoop. NPS reflects long -term trends and is widely used to measure the satisfaction and loyalty of users. It is a key indicator for predicting the market outlook. The rapid rise of Chinese brand cars NPS is mainly due to new energy vehicles. With the innovation breakthrough of Trinity technology, China New Energy Vehicle has achieved a track transition. Once upon a time, Chinese car companies were generally not confident in their own brands. Now that NPS has been greatly improved, it reflects consumers' recognition of Chinese car companies. In addition, since 2015, China's new energy vehicles have ranked first in the world for 7 consecutive years. NPS has a significant increase in Chinese car companies to bring a new round of opportunities. In addition to relying on cost -effective increases, it is now expected to increase gross profit margin by brands. In fact, the brand's potential energy is much more than gross profit margin. The reason why Huawei can quickly occupy a place in the field of new energy vehicles has nothing to do with the brand without its right. Not long ago, at the Automobile Capital Forum hosted by the Securities Daily, Huawei's car building naturally became one of the topics, which can be seen. From the perspective of consumption, generations Z are becoming the main consumer group. It has no prejudice to domestic brands and has a natural sense of intimacy and identity. The rise of the national tide represented by "Li Ning" is evidence. Whether China New Energy Vehicle can be among the national tide series depends on its "human settings" in the minds of generations. As the leader of new energy vehicles, BYD has launched the first shot of brand jump and plans to launch the first million -class luxury car. Today, consumers are shifting from "cost -effectiveness" to "BYD" to focus on "BYD" than to focus on "cost -effectiveness". The faster this conversion means that the steeper the curve of Chinese car companies to seize the high -end market, the earlier the day when the Chinese brand car NPS surpasses overseas high -end brand cars NPS. Both hands should be hard. For the shortcomings such as vehicle regulatory chips and operating systems, Chinese car companies must continue to go all out to break through the core technology. At the same time, the brand must also seize the opportunity to change the way. The micro -style of overseas brands in the Chinese market is mainly due to the lag of the local R & D and decision -making system, but this post -knowledge is not excluded by the opponent at any time. Chinese car companies have been working hard to build a brand. Today, opportunities are not only an opportunity for the time window, but also an opportunity for input -output ratio. It is necessary to seize it and make a long time.

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Photo ｜ Bag Picture Network Station Cool Hero Production | Zhou Wenrui

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