How to layout BYD new energy vehicles?

The third quarter report released by BYD Company: The Company achieved operating income of 40.409 billion Yuan from January to September, up 4.4% year-on-year; net profit was 389 million Yuan, down 16.38% year-on-year. After deducting non-recurring gains and losses, BYD lost 390 million Yuan in the first three quarters. BYD said its full-year profit is expected to fall by 10% to 22%.

New energy vehicles: According to BYD's official disclosure, Qin, a hybrid model, sold 1,702 vehicles in October and 11,175 vehicles in January-October; the pure electric vehicle e610 also sold 199 vehicles in January, and accumulated 2,203 vehicles in January-October. Only by Qin + e6, BYD can make the top position of domestic new energy sales.

Some analysts said that in the first half of this year, new energy vehicles such as electric vehicles and plug-in hybrid vehicles brought BYD's revenues as much as 2.7 billion Yuan, an increase of more than 10 times.

It can be seen that both new sales and revenues have become BYD's new growth points, which is inextricably linked to BYD's early entry into the new energy vehicles and intensive cultivation. Over time, BYD will gradually accumulate its own experience and technological advantages in the field of new energy vehicles, so the new energy vehicle field is an important growth point for BYD's future profit.

Compared with the advantages of new energy vehicles, BYD is not so optimistic about traditional cars. According to the statistics given by LMC Automotive Consulting, BYD sold a total of 297,956 vehicles of various types as of September, a year-on-year decrease of 20%. If we plan to increase the growth of new energy vehicles, and only count the traditional cars, then the year-on-year decline will exceed 20%. BYD said that the decline in sales was due to factors such as increased competition in the Chinese auto market and weaker demand from independent brands.

In terms of external factors, Volkswagen, General Motors and other car companies have improved the layout of the compact car market, increased the entry-level compact car, and further squeezed BYD's living space. In October, FAW-Volkswagen Jetta was 24,300 units; Excelle sold 23,400 units. For BYD, the sales in October were F3: 9513, L3: 4356, and Sharp: 4801, G5: 2725. The F3 with the highest sales volume is not half of the sales volume of Jetta. It used to sell more than 30,000 Yuan per month. It seems that the dividends of “high price and low price” are now almost the same.

In terms of internal factors, there are many things worthy of BYD's thinking. We can see from the sales in October, S6: 9988, F3: 9513, F0: 6093. These three cars have sold more than 5,000 vehicles a month, which is a good result. The monthly sales of the BYD SUV S6 are close to 10,000. The positioning of the S6 is a medium-sized SUV. It is also a pity that BYD is configured, especially in terms of multimedia configuration. In terms of power, BYD also has its own advantages. Combined with the manufacturer's minimum guidance price of 79,900, BYD can be said to be very kind. If this configuration, the joint venture car to produce, the price does not know how much it is expensive. However, from another point of view, BYD needs to seek breakthroughs by itself. At the same time of high allocation, it is necessary to strengthen quality control for some invisible places, improve the overall texture of the whole vehicle, and the brand should break through and improve the brand's premium ability.

Judging from the brand quality report released by the media, BYD lags behind Kaichen and Chery in its own brand and ranks third. If placed in the joint venture brand, BYD is in the overall average position, and there is still a long way to go with the previous joint venture car companies, and this is also the direction of BYD's efforts.

In terms of positioning and marketing, individuals feel that BYD has not identified the pulse of Chinese consumers. Here, the author wants to talk about BYD's new energy car Qin.

The price of BYD Qin is 18.98-20.98 million Yuan. After subtracting the different subsidies from different places, Qin's price is about 150,000 Yuan. If in a traditional car, this is the pricing range for a standard high-end compact car. The compact car is the most competitive segment of the model and the most competitive segment of the market. This price also covers some of the entry-level mid-size car market. In this segment, consumers are sensitive to factors such as vehicle quality, driving quality, interior space, and price. From the sharp and sharp appearance of Qin, to the acceleration time of 5.9 seconds from zero to 100 kilometers, and to the interior space that is not plentiful, the manufacturer should position it as a compact sports car. In terms of marketing, it has also made a lot of effort. The Qin War is faster than the national war, the Qin War Rally, etc., which gives everyone a deeper understanding of Qin’s motivation. Most people are full of praise for their motivation. But if you buy it, you will hesitate or choose another model. It seems that everyone has remembered his sharp acceleration, and to a certain extent formed a situation of screaming.

Consumers who purchase new energy vehicles can be roughly divided into two categories, one is high-end users, and is attracted by Tesla. The other part is the average consumer, who is more sensitive to the cost of use, after-sales service guarantee, cruising range, charging time and convenience. In marketing, BYD should be more grounded, how many kilometers of oil can run, energy-saving contests, and count the accounts for consumers, so that they can understand the advantages of new energy vehicles in terms of energy and economy. At the same time, BYD should strengthen after-sales protection, such as free road rescue, battery warranty, etc., to dispel consumer concerns. BYD should do more publicity in these areas, instead of speeding up, consumers who buy new energy vehicles should not have many people in order to go for 04. In terms of positioning, BYD can also think about it, such as launching a boutique new energy car for urban mobility, or a medium-sized new energy vehicle that improves space and comfort, providing multiple choices for consumers who purchase cars twice.

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