The Pattern Is Uncertain: The New Force Of The Head Is Fighting For The Race.

An outbreak in early 2020 not only disrupted the rhythm of China's automobile market, but also pushed the new force of once brutal growth into the knockout stage.

At the moment when the demand for new energy vehicles in China is low and the competition continues to intensify, and the capital is intensified to a small number of high-quality enterprises, the new drivers of the car making industry are also facing a life and death test in the industrial restructuring.

On the one hand, some enterprises frequently send out news of layoffs, salary cuts and executives' leaving. On the other side, the new force enterprises such as Wei Lai, Wei Ma and Xiaopeng continue to make continuous movements and speed up strategic layout and product launch.

Following Xiaopeng automobile acquisition of Fudi car to solve the qualification of car manufacturing, launch the first two mass production car Xiaopeng P7, Wei Lai automobile finalized the strategic investment agreement with Hefei 7 billion yuan, in May 10th, Wei Ma motor also welcomed the publication of its new mass production vehicle EX5-Z and the concept of the car Wei Ma Maven.

However, "internal worries" and "foreign aggression" always affect the further development of the new force of car manufacturing. China Automotive association data show that in April this year, new energy vehicles production and sales were 80 thousand and 72 thousand, down 22.1% and 26.5%, respectively, compared with the same period last year. Since 2020, the sales volume of the "intruder" Tesla in the Chinese market has surged year by year, and continuously nibbled on the new energy vehicle market in China, which is obviously a bad news for the new force of the car manufacturing.

Tesla's entry into China will have a great impact on China's new driving force. Wei Lai, Xiaopeng, Wei Ma and other Chinese car making forces have just started. In this not too big market, the sales of new energy vehicles will be squeezed by Tesla. I am somewhat worried about the new force in our car making. Previously, the national new energy vehicle innovation project expert group leader Wang Binggang said in an interview with reporters.

At the same time, in the face of the traditional fuel vehicle enterprises entering the new energy vehicle market in China, how to highlight the tight encirclement also test the ability of each new car manufacturer to formulate and execute the strategy.

Problems continue

In fact, for the new force of car making, even in the first echelon of Wei Lai, Wei Ma, Xiao Peng and ideal, facing the market and facing the consumers, they also face many new difficulties brought by many new modes.

The quality of the product has always been the focus of attention in the industry since the birth of the new force. In recent years, the frequent occurrence of spontaneous combustion and fire incidents of electric vehicles has brought the new force to the "tip of the storm" again and again.

In May 7th, the negative impact of the "brake failure" incident on the motorway has not been eliminated. In May 8th, the news of an ideal ONE Street fire sparked the industry's doubts again.

"Objectively speaking, the spontaneous combustion rate of gasoline vehicles is higher than that of new energy vehicles." In May 11th, Shen Hui, founder and chairman of CEO, told an economic reporter in twenty-first Century that "new energy vehicles as new things are easy for consumers to worry about. In addition, the development of new energy vehicles is relatively unsuccessful at the early stage. Although after 2018, some good products are listed, but the time is still relatively short, which can not change the impression of consumers, so every time the new energy vehicles are on fire, everyone is very nervous.

If product quality and safety can be improved with product R & D and iteration, then the resignation of a senior executive in the near future is undoubtedly a "drastic measure" for the developing new car manufacturers.

In May 7th, Cai Jianjun, executive vice president of auto chase, announced in an internal letter that it would officially leave the car in the near future.

It seems that the new drivers of car manufacturing have left the market and returned to traditional car companies. According to incomplete statistics, since 2020, Xiang Dongping, chief marketing officer of skycar, vice president Deng Ling, vice president of research and development of Xiaopeng automobile automatic driving, Gu Junli, vice president Zhu Jiang, vice president Huang Chendong, vice president of zero running car, Zhao Gang has left.

In the industry view, behind the executives leave behind is the uncertainty of the development of new vehicles. "Supporting external investment through external financing is a common mode of new driving forces in recent years. But under the double pressure of the cold winter market and capital cold winter, how to achieve self hematopoiesis will test the viability of all new car manufacturers.

The industry pointed out that, for the current new force of young cars, facing many problems such as R & D, production, channel construction and delivery, it can not be solved only by financing. Even if the 7 billion financing has just been acquired, the financial situation is not healthy.

Shen Hui has also repeatedly pointed out that how to get rid of the identity of start-up companies as soon as possible in the background of capital cold and car market downfall, and achieve self hematopoiesis and rapid profitability is the biggest problem of new driving forces.

"From the gross profit margin of the whole year is positive, this is probably the first force that the new car manufacturer can do, which is also the advantage of Wei ma." Shen Hui said that the first goal of the company is to achieve cash flow management; the second goal is growth, that is, sales growth; the third goal is gross profit margin; the fourth goal is net profit.

Where is the opportunity?

As a new species, the new force that breaks into the automobile industry has its own shortcomings, but it is not without merit. Compared with the traditional car companies, the new force in the field of intelligent network is more radical. In the direction of human-machine interaction and data sharing, the new attempt has injected new genes into the transformation of China's automobile industry.

The sales volume and market share of the head enterprises such as Wei Lai, Wei Ma and Xiaopeng have also given unlimited hope to the new driving force.

In May 6th, Wei Lai automobile official announced the sales volume as of April this year. Specifically, the delivery volume in April was 3155 vehicles, which increased by 181% over the same period last year, up 106% compared with the same period last year. By the end of April, the total delivery of Wei Lai has reached 6993 vehicles in 2020.

According to the data of the April 30th media communication conference, the ideal delivery of 2600 vehicles in April is as of April 29th. From the perspective of this year's overall environment, the ideal performance is also brightest. Since the self payment, from December 2019 to the end of April 2020, the ideal 5 months have delivered more than 6500 vehicles across the country.

According to the data of the China Banking Regulatory Commission, in the first quarter of 2020, the total volume of 8385 units of the three new cars in the new car force, namely, Wei Ma, Wei Lai and Xiaopeng, accounted for about 10% of China's new energy pure electricity market, and the market share soared 106% over the same period last year. It is understood that in the first quarter of 2019, the total volume of the three new powers was 9070 units, but it accounted for about 5% of China's new energy pure electricity market.

"We believe that the Chinese car market will recover in the second half of the year, and the goal of the company will not change." Shen Hui predicted that the recovery of the mainstream new energy vehicle market would be slower, but the recovery of the luxury car market like Wei Lai and Tesla would be relatively fast.

In the face of the impact of Tesla's localization on new car drivers, Li Bin, the founder of Wei Lai, and Shen Hui, founder of Wei Ma, all think that Tesla's existence is not just a threat, but also a pulling effect on the whole industry.

"First, Wei Lai," Wei Ma "and" Xiaopeng "are not necessarily competitive relations, but common development relations. In fact, Wei Lai, Wei Ma, Xiaopeng and how to compete with Tesla is more critical. The story of the Three Kingdoms is the analogy of "three British war Lv Bu". In Shen Hui's view, the new power of China's car making is not inferior to Tesla.

"Many aspects are more powerful than Tesla. Tesla enters China and competes positively with the new force of China's car making and price reduction. This is a good thing and competition can make common progress. This is a win-win choice." Shen Hui pointed out.

Similarly, in Li Bin's view, with the localization of Tesla, the launch of products, and the maturity of the new service network and the improvement of infrastructure, consumers should be more and more accepting the products of intelligent electric vehicles.

"Tesla as the representative of the new international energy brand to accelerate the entry into China's auto market is a foregone conclusion. In the direct competition with the international brand, a few new forces will grow rapidly in the differentiation and survive in the market competition, but for the more new force of the car making, the final outcome may be gloomy out. " The industry pointed out.

"If the new force of the new car can only survive three, I think it is Wei Lai, Wei Ma, Xiao Peng." In the face of the controversial "three strong" pattern of the new car manufacturing force, Shen Hui finally said that the key to anyone who can survive ultimately depends on the users and the mainstream car market. The new force of car making is only meaningful in the mainstream market.

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