Kunpeng Project
Many people feel that China's new energy vehicles seem to have popped up all of a sudden, and they are constantly struggling in the first two years, and even living on subsidies, and they have become the world's first in the next two years.
What's the secret behind this?Tesla's recent series of behaviors may make people see some doorways.
The rise of new energy vehicles, not only conforms to the trend of the times, but also has endogenous power, many car companies have their own characteristics, but the most important thing, we believe that the United States and China each have a king, driving the entire industry. If you look at Tesla, you will find that the secret of its success is not how good the car is and how advanced the technology is, it only has two tricks.
The first is that the cost should be continuously reduced. The second is to attract attention, the products made, the behavior model of the company, and even what Musk said, we must do everything possible to stand in the spotlight.
Some people say that new energy vehicles are an industry that throws money. However, Tesla is not a car company that is good at developing technology and creating products, it has invested all its money in reducing costs and creating new ideas, and has done both to the extreme.
For example, the electric pickup truck Cybertruck, which took four years to deliver 10 vehicles, is said to be Tesla's internal employees, who simply did not dare to deliver the first batch of this very strange car to attract attention.
Some people say that Tesla is also investing in technology. However, we believe that Tesla's technology investment is mainly focused on manufacturing engineering to reduce costs and software technology, and does not involve the most core parts.
Tesla's model, other American car companies simply can't learn, not long ago General Motors announced the discontinuation of the Chevrolet Bolt electric model, because it can't beat the best Tesla.
There are many so-called new forces in China, which are doing assembly of cars, so they can only spend more energy on the research and development of experience functions and spending money on advertising. The real king of China is, of course, BYD. If you look at BYD for a long time, you will see that its success is not accidental.
BYD has the same temperament as many successful Chinese manufacturing brands: real gold investment in technology accumulation, down-to-earth products, continuous iteration of user experience and accurate and efficient brand marketing.
Recently, I saw a surprising statistic that other car dealers spend a lot of money on advertising, and BYD, which is far ahead in sales, is actually not keen on spending money on advertising.
For example, in 2022, Leaprun's advertising investment will account for as much as 5 percent of revenue2%, and in the first half of 2023, it will be as high as 81%；Great Wall Motors 2022 is 22%, reaching 2. in the first half of 20235%；And BYD's advertising investment in 2022 is as low as 05%, and only 0. in the first half of 20236%。
As we all know, BYD's investment in technology and products is very high, with nearly 70,000 R&D personnel, ranking first in the list of A-share listed companies.
In 2021, BYD applied for patent 2480,000 pieces, 0 valid invention patents640,000 pieces, ranking first among listed companies in China's automotive industry. At the same time, BYD's patent application is 32 times the industry average. However, there is another secret that few people know, and we feel that BYD's investment in technology and products is done in reverse.
They will think about what kind of car this user group needs and likesThen build the car, and then continue to accumulate, BYD has become very accurate to understand the needs of customers, and build the car they really need and love.
To tell a story, in 2017 we were in Shanghai, had a short trip, rented a BYD Qin. Prior to this, we had been driving fuel vehicles, and we had never touched new energy vehicles, and we only knew how it was set for young people.
At that time, the BYD Qin gave you a strong feeling of being fun and fun, and at the same time it was not expensive, which is exactly what young people like.
This is not like a lot of fuel cars, such as Mercedes-Benz BMW GM that we drive, they will deliberately blur the concept of age, some places are in line with the hobbies of middle-aged people, and some places want to cater to young people.
Therefore, accurate positioning of target customers can truly achieve accurate and efficient brand marketing.
At the same time, since 2021, BYD has launched a brand building strategy of "two more, four leading, link co-construction, and all the way forward", creating a world brand image that can have the style of a Chinese brand. The BYD brand team has carried out a nationwide popularization of professional and technical concepts such as battery materials, battery acupuncture experiments, and battery pack rolling tests, and the power battery has successfully "gone out of the circle".
In particular, a series of dissemination of blade batteries has made BYD's corporate image of "safety first, people-oriented" deeply rooted in the hearts of the people.
Tesla relies on new and funny things to attract attention, but BYD uses Chinese elements and solid technology to attract attention.
Therefore, Tesla and Musk need to constantly work hard to come up with new ideas, but BYD's Chinese elements and technical image are often more likely to be deeply rooted in people's hearts, because these are really for the sake of consumers.
Therefore, the winner in the business competition is always different from others, and the king of the industry is often the manufacturer who really understands the needs of consumers, invests in technology and makes good products, because these are the things that are truly deeply rooted in the hearts of the people and last.