Tesla, BYD and Toyota bring inspiration to China's new energy car industry

This year, the new energy vehicle industry is booming. The government's continuous encouragement and the capital market's favor make the new energy vehicle industry hot. However, this is only from the perspective of the new energy vehicle manufacturers. Compared with new energy automobile manufacturers, consumers are not so enthusiastic. For the ongoing Guangzhou auto show, the audience of new energy automobile exhibition hall is very few. In addition, the ministry of industry and information technology recently announced the new energy vehicle demonstration city promotion progress shows that only 11.48% has been completed, and the promotion time is running out. It can be seen that the development of new energy vehicles has not reached the expected level. At least from the perspective of consumer acceptance, the promotion of new energy vehicles is far from enough.

1. Tesla's thinking

It has become an accepted fact that the development prospect of the new energy automobile industry is bright. But a lot of times our minds are not open, especially when the Internet is so open. Just like what lei jun of Xiaomi said, pigs can fly when standing on the wind vent. Maybe this metaphor is not elegant enough, but it undoubtedly reveals that in the era of big Internet, many industries need to keep up with the pace and grasp the psychology of consumers.

Cultural experience sharing

Tesla "encouraged" their first owners to carry out car culture sharing activities, and let more people to experience and share Tesla, constantly creating topics. Although it has a limited number of users, its reputation has started to spread far and wide. In addition, Tesla's constantly updated software similar to the computer operating system also caters to many consumer preferences. George ayre, Tesla's UK and Ireland director, said of the company's culture: "if you're going to blaze a trail, if you have a sense of purpose and you've thought hard about your mission, you shouldn't be laying a minefield behind you that makes it difficult for people to follow you." Al is a former director of a social networking company, and he certainly knows how to spread culture, which is critical for an emerging company in an Internet mindset. The use of this social communication method to construct a good online ecosystem, so that Tesla in this ecosystem does not appear to be out of place, but let a person feel is necessary.

Hunger marketing

Perhaps due to the safety concerns of electric cars, Tesla is still in short supply in China, and many people who can afford it cannot buy it. In addition, even if it is available, it will take nearly four months from the deposit to the car, which is similar to the hunger marketing strategy of apple and Xiaomi. Perhaps, this is not the best psychological blame, but make the product more popular, of course, the premise is that your product should have enough reasons in front of consumers "capricious".

In addition, Tesla has made a good positioning of the consumer group based on the characteristics of its own cars, which is also a wise move to initially open the market, just like many car companies developing plug-in hybrid cars. Tesla is still in the development stage, so there are certainly many practices worth discussing, but it cannot be denied that he is brave, and Tesla's idea of building an Internet social ecosystem is still worth learning from domestic auto companies with their own brands.

BYD's technology

Here, BYD's technology does not mean that BYD is at the international leading level in a certain aspect, but that BYD has applied its original battery technology advantages to the field of new energy vehicles, and has become a leader in the field of new energy vehicles in China. In addition, I pay attention to BYD's dynamic point of view, the value of showing off hybrid cars, BYD in buses, pure electric cars these areas also have very impressive results. BYD's K9 is said to have travelled to 90 cities in 29 countries and regions on five continents. In any case, BYD is already ahead of its peers in these areas.

Daimler BYD battery technology optimistic, also confirmed the author's view. Panasonic's tear-the-water approach to Tesla is likely to chill many car companies that are bullish on Panasonic's lithium batteries. BYD, on the other hand, has solid battery technology of its own, and the cycle time for new technologies to be applied to new energy vehicles is still much shorter than that of other car companies.

Domestic new energy vehicle enterprises now also began to pay attention to this aspect, Beijing automotive new energy and South Korea's SK cooperation is a good example. But our country in the traditional automobile manufacturing industry has few with the international automobile manufacturing tycoon on the shoulder of the enterprise, so this kind of similar curve overtaking dream also depends on their own research and development ability to improve to achieve, rather than rely on the back of the huge consumer market to promote the poor national plot to win sympathy.

Similar to BYD, Toyota is also sticking to its own characteristics. Fuel cell vehicles are doing well, which shows that the emphasis on core technologies with characteristics has largely promoted the progress of new energy vehicles.

3. Continuous encouragement of policies

The new energy automobile industry is the object of policy encouragement all over the world. Japan, for example, has implemented a "green tax" in 2009, which applies to pure electric vehicles, hybrids, clean diesel vehicles, natural gas vehicles and vehicles certified as low emission and low fuel consumption. The first three types of cars are defined by the Japanese government as "next generation cars", which are exempt from various tax incentives. European and American countries are also active in the subsidy of new energy vehicles.

And China's new energy car subsidies are also invested in the real money, in addition, local governments have formulated corresponding policies to encourage the development of new energy vehicles. It is these policies that keep competitive foreign new energy vehicle enterprises out of China and relieve the pressure of domestic new energy vehicle enterprises to a large extent. Recently, there is a further news that China is considering a subsidy policy for power batteries, which undoubtedly gives a shot in the arm to many auto companies who are worried about the lack of production capacity.

In the case of Tesla and BYD, although the production and sales of both new energy vehicles are hot this year, neither Tesla nor BYD has yet made a profit, so the government's continued policy encouragement is particularly important.

4. Consumers make rational choices

As far as China is concerned, the pressure of environmental pollution has provided impetus to the development of new energy industry. Similarly, the new energy automobile industry is also highly expected. While complaining about pollution, rational consumers are increasingly inclined to choose new energy vehicles, although they have not yet shown their due enthusiasm for new energy vehicles. Compared with traditional cars, new energy vehicles still have disadvantages such as high price, short range, incomplete charging facilities and low battery life. In the continuous improvement, but these are just power battery life, for one, many enterprises are now in this respect, for the foreseeable, Tesla's BYD cars power battery energy density in the next two years will have a lot of ascension, the other Japanese Hitachi has news recently developed can increase the energy density of lithium ion secondary battery 1 times more technology, this technology can make the pure electric vehicle charging time can be extended by double driving distance. Secondly, in terms of charging, the rapid charging technology is also gradually breaking through, and the layout of charging piles is becoming more and more dense.

Consumers under the economic conditions allow the rational choice of promoting the development of new energy vehicles, which it is also the motive power for the development of new energy vehicles, only accepted by consumers, for common consumers approval, so as to form more easily lei jun said that "hole", believe that the time of new energy vehicles related industries are likely to form similar to the pattern of the mobile phone now.

The page contains the contents of the machine translation.