The involution of the car market has intensified, since it is no longer profitable to sell cars, car companies must not change their ways to make money elsewhere?
So, they began to set their sights on the car machine.
It's no wonder,After all, under the sweep of the tide of intelligence,"Color TV (large screen)"has been together with"Refrigerator (car refrigerator)"、Large sofa (independent seat)",Nicknamed the "new three major pieces" of the car。 Since there are more screens in the car than one, this unique advertising opportunity must not be wasted, and it must be arranged!
Last year, some users have reported that there are boot advertisements on the car machine, and even more advertising pop-ups suddenly appear during use, blocking part of the screen information, bringing users a very bad car experience. However, it may be that the current form of car advertising is still too new, and car companies are basically only used to insert their own car purchase discount information.
But who can guarantee that in the future, a certain brand will rely on its own number of users to develop a car advertising space leasing business? In the future, will driving be like watching a drama on the ** platform, and you will have to charge an annual VIP to skip the advertisement and start the vehicle?
Buying a car is also used as a free advertising tool, and it feels inferior when you think about it.
It's hard to say whether you want to recharge and skip ads in the future, but I never expected that at present, car companies have realized a kind of monetization on the car machine, which can allow users to continue to kryptonite.
To put it bigger, in fact, the remote OTA functions that are popular among major brands today are a kind of "krypton gold" - from seat heating functions, in-car entertainment functions, to vehicle suspension systems, driving assistance functions, users can pay in exchange for the right to use the corresponding functions.
However, in addition to OTA, new ways to play have been derived. For example, ingenuity such as smart can also develop a function that allows users to buy a "new **" for the avatar in the car machine, which simply implements krypton into every corner of the screen.
It's no wonder that after this wave of commotion came out, netizens couldn't help shouting: Did the engineer who designed the smart car machine system jump ship in the past?
OTA is not enough, and the leeks will never be cut one day.
Global car sales continued to decline after reaching an all-time high of 95.7 million units in 2017, fell below the 80 million mark in 2020 under the influence of the epidemic, and then in 2021 and 2022 due to the ** chain crisis, the recovery of the global automotive industry was slow, and sales hovered around 82 million units until 2023 to return to 90 million.
However, the 90 million units in 2023 can only be regarded as recovery growth at best, and the global market has not even recovered to the level of 2019 before the epidemic, and car companies have to "stock up on food for the winter". Reducing costs is recognized as the most effective way to "survive the winter", and the first step in reducing costs is often to lay off employees.
Since the second half of 2023, the news of layoffs has not stopped in the automotive industry - in September, Volvo laid off 700 jobs, and Mercedes-Benz Trucks closed its Brazilian plant and laid off 3,600 jobs; In October, Volkswagen laid off 2,000 jobs in Cariad's software division, and the three major U.S. automakers laid off more than 7,000 jobs in a general strike with the U.S. auto workers' union. In November, Continental announced layoffs of 5,500 employees, and NIO announced a 10% layoff.
But I never expected that in December, GAC Toyota and GAC Honda also laid off 1,000 and 900 employees respectively, which is also the first large-scale layoff of these two major Japanese car companies in China. For a long time, the development of Liangtian in China has been quite stable, even after three years of "masks" and "core shortage" and other difficult periods, the performance can continue to grow, and there has never been news of large-scale layoffs.
However, the global auto market continues to be sluggish and competition in the Chinese market is intensifying, and in such an environment, the "winter" of the automotive industry is late, and every market participant may not be immune.
However, market competition is in danger, and plug-in hybrids (including range extensions) are one such opportunity.
On December 31, 2022, according to the notice issued by the Ministry of Finance, the Ministry of Industry and Information Technology and other departments at the end of 2021, the national subsidy policy was officially terminated, and the vehicles licensed after that date will no longer be subsidized, which marks the official withdrawal of the national financial subsidy of "4,800 yuan for plug-in hybrid vehicles and 12,600 yuan for pure electric vehicles".
In other words, although the purchase of new energy vehicles in 2023 can still enjoy the exemption of purchase tax, they will no longer enjoy the state financial subsidy. As a result, many new energy vehicle companies have also responded to a wave of "price increases" for their products, and consumers' budgets for buying new energy vehicles have been helplessly raised.
Under the subsidy decline, the two major markets of plug-in hybrid and pure electric vehicles have come out of two completely different outcomes in the past year - data from the China Association of Automobile Manufacturers shows that in 2023, a total of 280 PHEVs will be sold40,000 units, BEV sold a total of 6685%, but the year-on-year increase of PHEV is as high as 847%, an increase from BEV (24.).6%), more than 34 times more! However, in 2022, the gap is only 185 times.
In other words, in a market environment where there is almost no subsidy intervention, PHEVs are more vigorous than BEVs. This further confirms that in China, plug-in hybrids are more suitable for the needs of most ordinary Chinese families and are favored by more consumers. Plug-in hybrid has never been a "transition technology" in some people's mouths, and plug-in hybrid will exist in the market for a long time in the future, and more and more car companies will take advantage of the plug-in hybrid wind to a new level in the future. Those car companies that still ignore plug-in hybrids will regret their mistakes.
Although the automotive industry has been shrouded in haze throughout the year from the first war at the beginning of the year to the wave of layoffs in the second half of the year, it has given the whole industry a surprise at the end of the year.
According to the data of the China Association of Automobile Manufacturers, in 2023, China's automobile production and sales will complete a total of 3,01610,000 and 300940,000 units, up 11. y/y6% and 12%, production and sales reached a record high, achieving double-digit growth.
The production and sales both exceeded 30 million units, which is really exciting!
The main growth point of such a brilliant achievement in the past year lies in the increase in export volume - in 2023, China's automobile exports will reach 4.91 million units, a year-on-year increase of 579% - this is not a bad number!
You know, before 2020, China's car exports hovered at the level of 1 million units for about 10 years. In 2021, China's automobile exports reached 2 million units, surpassing South Korea to become the third largest automobile exporter; In 2022, exports reached a new high of 3.11 million units, surpassing Germany to become the world's second largest exporter for the first time.
Until 2023, in just three years, China's automobile exports have achieved a "first-class jump", ranking first in the world, and this growth rate cannot be found in the world.
However, behind the sharp increase in exports, we must also recognize the fact that excluding the 4.91 million exported cars, domestic car sales are only about 25.18 million units, which is 2.81 million units less than the peak in 2017 (about 27.99 million units).
Next, on the one hand, with the establishment of targeted barriers in foreign countries, it is impossible for overseas markets to maintain 50% growth every year; On the other hand, the domestic auto market is already a stock market. How to grab the increment from this internal and external market is worth thinking about for every car company.
2024 may still be an even more difficult year, but those who are prepared can always find opportunities to break through in the face of adversity. (Text|.)Deer by device).