On the 21st, "Xiaomi Auto**" once again rushed to the hot list, and in the past two days, all kinds of speculations about Xiaomi Su7** can be described as flying all over the sky, although it ended with "false network transmission", but this hot search shows that the outside world's attention to the new forces of car manufacturing remains high.
As soon as the year is over, rumors that Xiaomi cars are going to be ready to sell continue to spread. According to multiple reports, Xiaomi's first car SU7 has started mass production, and Xiaomi Lei Jun also said in a previous financial news interview that it plans to be launched in the first half of 2024.
In fact, after the start of the year, there is not only good news for new car manufacturers。According to the latest reports, after encountering problems such as debt negotiation, broken capital chain on the Internet, large-scale store withdrawals, employee salary cuts and layoffs, Gaohe Automobile could not hold on and came to the brink of delisting. At the same time, the new overseas car-making forces also staged a "big defeat" - Fisker, a new American car-making force once known as Tesla's biggest rival, received a non-compliance notice from the New York ** Stock Exchange; Rivian, a new skateboard chassis manufacturer, announced a 10% layoff from its workforce.
Not only are the new forces of passenger car manufacturing in the first state of double heaven, but the new and old forces in the field of new energy logistics vehicles are also fighting hard to seize the market. Strike while the iron is hot, take advantage of the heat of the new car-making forces, and take stock of the beginning of 2024, which new car-making forces in the field of new energy logistics vehicles are worth paying attention to? What kind of "ambitions" do they have in the new year?
Ambitious new forces compete for the logistics vehicle market
Let's first sort out the high attention in the field of new energy logistics vehiclesQianchen Automobile, Jinhu Automobile, Deli New Energy, Orange Shi AutomobileThe progress of several new forces in 2023:
In 2023, Qianchen Auto launched Qianchen IC1, emphasizing intelligent network applications, and completed two rounds of B+ round financing; Jinhu Automobile launched Jinhu EV48, focusing on the style of intelligent logistics vehicles, and carried out 1RMB 700 million Series A financing; Deli New Energy launched the Dalibull Demon King D05, which still focuses on the logistics and distribution at the end of the city, and has completed a Series B financing of 700 million yuan; Orange Auto launched Orange X7, further enriched the product line, and completed nearly 1 billion yuan in Series B financing.
In addition to the results in 2023, the new power car companies in 2024 are also preparing to do a big job. Qianchen did not disclose the sales target at present, but said at its annual meeting that Qianchen will continue to build its own product system in 2024 and still innovate products with intelligence as the center. In terms of marketing system, we began to explore innovative business modelsEstablish a combination of transportation capacity + battery swap stationIt is more suitable for the needs of the logistics vehicle market, and the overseas market is still a major focus. In 2024, Jinhu Automobile also plans to continue to promote the research and development of other models in the VAN category, and the momentum of continuous entry into the logistics vehicle market is unstoppable. Deli New Energy said that it will continue to expand the product matrixThe company aims to sell 30,000 units in 2024. It also plans to launch more than 40 models, and at the same time enter the field of unmanned driving, occupying highlands such as terminal distribution, industrial logistics, and rural unmanned logistics. Orange Auto also said in its 2024 Spring Festival speechThe company plans to sell more than 20,000 units in 2024, and continue to accelerate the international sea, to become the largest market share of the subdivision track.
At the beginning of 2024, many new forces have shown their "ambitions" and want to stand more firmly in the market.
Who will become the "Wei Xiaoli" in the field of logistics vehicles in 2024?
At present, the new forces of new energy logistics vehicles are beautiful on the surface and emo at night. Even though the new forces of car-making have gained momentum in recent years, and the limelight has even overshadowed the traditional car companies, the new forces are unable to compete with the traditional car companies in terms of the sales and market performance of new energy logistics vehicles. A senior industry insider said:"At present, the products and profit models of the new forces are too simple, and the profit model is simply 'selling cars to make money'. ”
Judging from the current "new forces" of new energy logistics vehicles, the signal of specializing in subdivided tracks is still relatively obvious. Qianchenxin is in light trucks, and there are plans to enter the heavy truck market, but it is still a bit early to talk about the results. Qianchen's current main models are only Qianchen EC1 and IC1 light trucks, with intelligence as the selling point; In the field of logistics vehicles, Jinhu Automobile currently only has the Jinhu EV48 model; There are several models of Deli and Orange models, but they are all distributed in the field of terminal logistics, although from the new car announcement their new models have a trend of "growing up", but on the whole, the product lineage is still too weak.
In other words, there is still a long way to go for the new car-making forces in the field of new energy logistics vehicles to grow into "Wei Xiaoli".
It is difficult for a single product and profit model to compete with traditional car companies. It may be that a new force car is on the market, and the sales response is not bad, but on the whole, it is difficult to compete with the sales of traditional car companies, and it can only be said that it has eaten the dividend of "new energy". On the contrary, traditional car companies with a slightly slower pace have a stronger ability to resist risks than new car manufacturers, because their profitability, product matrix, ** chain, brand influence, etc. are relatively stable and solid.
Selling cars alone may be able to work in the field of passenger cars, but in the field of logistics vehicles, it may be a fatal flaw. The tool attributes of new energy logistics vehicles are destined to be unable to compare with the huge private car market, and the sales volume is also affected by the logistics industry. Therefore, car companies must find ways to empower vehicles and help drivers and users create wealth from the perspective of full life cycle value. This is also the reason why car companies such as Yuanyuan New Energy Commercial Vehicle and Karry New Energy continue to build operation platforms such as Green Witlink and Kaixin Workshop to pursue the full life cycle value of vehicles.
In addition to the temporary inability to compete with the new energy under the traditional car companies, many new technologies and products of the new forces seem to be glamorous, but their actual market demand has not kept up. For example, the Mighty Bull Demon King D01, the Mighty Bull Demon King D05, and the Orange X2 are all small and micro new energy logistics vehicles, although they avoid head-to-head confrontation with traditional new energy logistics vehicles (van and card models), but it is not easy to replace the electric tricycles commonly used in the express delivery and other industries. Factors such as purchase**, driver's license, parking fee, and car maintenance cost make the advantages of the emerging product mini card not as perfect as imagined.
At the same time, the stability of the small and micro logistics vehicle market is crumbling, because the cost of car manufacturing and technical reasons lead to a low threshold for entry, and the "moat" in this segment is very easy to break. For example, the new force Eternal Asia Commercial Vehicle, which was only established in January 2023, has a small reputation, but it released its first product ed1 mini within 2 months of its establishment, which is also aimed at the last mile distribution market of urban logistics.
Summary
From the current point of view, there is still a certain gap between the new forces in becoming a leading enterprise in the field of logistics vehicles, and it can be said that the "Wei Xiaoli" of new energy logistics vehicles is still growing. But of the new forces"New technology, new capital, new ideas, new products".It is indeed a force needed in the fiercely competitive market, and whoever dominates the ups and downs in the future will surely have a place for new forces. If the new forces want to achieve a long-term competitive advantage in the market, they still need to further enhance their product innovation capabilities, expand sales channels, and strengthen brand building.
In view of the many problems in the development of the new energy logistics vehicle industry, it is hosted by Tram Resources"2024 7th China New Energy Commercial Vehicle Industry Conference".It will be in 2024April 12-14held, the conference will be invitedCommercial vehicle OEMs, supporting enterprises, freight platforms, operator enterprises, dealers and research institutions across the countryand many other business representatives will jointly ** the "new living method" in 2024, when the survival problems of the old and new forces will be discussed and solved in depth at the conference. At the same time, the participants will discuss the challenges faced by the new energy logistics vehicle industry, such as:The same price of oil and electricity, bright price sales, distribution transformation, and digital operationand other problems, and jointly explore solutions.