The three jumpers are popular in the United States, cold reception at home, but hot sales abroad?
Author: Zhang Yu.
Edit |Yang Bocheng.
Title | ic
A new breed is emerging in cities around the world**: small, lightweight, similar in shape, structure and performance to battery-powered combustion vehicles, but typically traveling at speeds of less than 70 km/h. Low-speed electric vehicles are currently common in East and Southeast Asia, and are also becoming increasingly popular in Europe and North America.
Low-speed electric vehicles, commonly known as"Old man music", at first"Old man music"Mostly"Three jumpers"Later, with the upgrading of travel demand, four-wheeled vehicles appeared, and the shape became closer and closer to the car. The styling is getting closer and closer to the car.
with foreign countries increasingly popular"Fun for the elderly"different, in China,"Fun for the elderly"There is no need for a driver's license, and the driver not only does not need to undergo systematic training, but is also completely free from traffic laws.
From January 1, 2024, Beijing prohibits illegal three-wheeled and four-wheeled electric vehicles from driving on the road, and they are not allowed to park in public places, and violators will be investigated and punished in accordance with the law. In addition to Beijing, Hunan, Anhui, Jiangsu, Shanghai and other provinces have also issued relevant policies, norms and restrictions"Joy for the elderly"Hit the road.
But what should not be forgotten is"Elderly**"The market size of the market reached 1688.5 billion yuan, which is expected to reach 175 in 20287.8 billion yuan, due to the advantages of low cost and low maintenance cost"Elderly**"The number of units has exceeded 10 million. At the same time, due to the advantages of low cost and low maintenance cost"Elderly**"The number of units has exceeded 10 million. With the end of the transition period, clean up"Fun for the elderly"The process has accelerated, no less"Fun for the elderly"Manufacturers are also actively self-help transformation and upgrading in the future"Fun for the elderly"Where is it headed? In the future,"Oldies**"Where is it headed? Is it possible to find a suitable soil for survival abroad?
1. Foreign low-speed electric vehicles**.
Low-speed electric vehicles have caused a sensation abroad, and the reason for this is that a Chinese-American blogger has attracted widespread attention.
Previously, in order to welcome the arrival of Christmas, the blogger entrusted a domestic friend to buy an electric tricycle as a gift, and gave it to his father-in-law in the United States, and then surrounded"Three jumpers"A series of interesting things happened. With the attention of netizens, the blogger continued to share"Three jumpers"Adventures in the United States, his father-in-law in the United States talked about his love for the three jumpers, and even went to the local vehicle management office to get a driver's license, and even the local police said,"You can also come to the police station", also suggested that he could even the local police said,"Our public security bureau can also come to one"It was also suggested that the mayor's office could build a factory to sell cars.
Since New Year's Day 2024, the number of orders placed by U.S. consumers from various e-commerce platforms has continued to rise, and exports to the U.S. have tripled from the previous year, the blogger revealed.
There are two main reasons why low-speed electric vehicles are gradually appearing abroad.
First of all, the low-speed electric vehicle is relatively affordable for the people, which is a major advantage of its popularity abroad, especially in the European and American markets, the low-speed electric vehicle is not high, the consumer purchase pressure is not large, and many European and American families have their own power generation equipment, the cost utilization rate is quite low, and the cost of use of the car is much cheaper.
Secondly, Europe and the United States have clear specifications and standards for low-speed electric vehicles, Europe will include four-wheeled electric vehicles with a speed of less than 25 kilometers per hour into the management of non-motor vehicles, and at the same time, European three-wheeled and four-wheeled electric vehicles that meet European Community standards can be legally sold and put on the road.
However, it is still difficult for low-speed electric vehicles to open up overseas markets. According to data released by market research agency Baidifangluo, the global electric tricycle market is showing a steady expansion trend, and the global electric tricycle market sales will reach 618 in 2023600 million yuan, which is expected to reach 1498 by 2030900 million yuan, 900 million yuan in the Asia-Pacific region06% of the market share became the world's largest market, followed by the European market with a share of only 514%。With the continuous improvement of global environmental awareness, low-speed electric vehicles may have greater imagination in the international market.
Second, domestic refrigeration, transformation manufacturers.
The strong market demand has given rise to a series of products"Time-honored"branded"Movement"。From 2016 to 2018, Reading Motors became the sales champion of low-speed electric vehicles for three consecutive years, with sales of 150,000, 210,000 and 28,000 units, respectively70,000 units, with a market share of more than 30%.
In November 2018, the Ministry of Transport and other six ministries and commissions jointly issued the "Notice on Strengthening the Management of Low-speed Electric Vehicles", requiring local governments to follow"Promote a batch, standardize a batch, and eliminate a batch"The general idea is to stop approving or reporting low-speed electric vehicle investment projects, and stop building low-speed electric vehicle enterprises and expanding production plants and other infrastructure projects. New low-speed electric vehicle enterprises, expansion of production plants and other infrastructure projects.
Under the pressure of the ban, some"Veteran LeTV"Manufacturers have begun to seek transformation and upgrading: on the one hand, by obtaining new energy vehicle production qualifications, cooperating with traditional car companies, laying out the new energy vehicle industry, and launching micro-car products that meet national standards; On the other hand, go deep into declining markets and even export abroad to find new market opportunities. On the other hand, by going deep into the declining market, or even exporting abroad, we are looking for new market opportunities.
But the transformation is not easy, Reading Automobile launched the Reading i3 pure electric mini car, Reading i5 pure electric mini car and Reading i9 pure electric SUV three new energy vehicle batteries, the price range is 4980,000 yuan-6280,000 yuan, 7580,000 yuan-7580,000 yuan and 11580,000-13990,000 yuan, focusing on the low-end market.
Reading Motors tried to complete the transformation and renewal of the brand through the i series, but from the market feedback, Reading Motors' dream has become a utopia, public data shows that in 2019, the sales volume of the i series is only 3387 units, and the i series, which has been on the market for only one year, has been completely discontinued.
After the failure of the i-Series, Reading Motors focused on the mini car market, launching the Reading Mango and Reading Mango Pro, and targeting the Wuling Hongguang Mini electric vehicle. However, mini cars have meager margins and are the most sensitive to cost, and due to the continuous use of raw materials, the profit margins of mini cars are severely squeezed and stretched.
In May 2023, the Changle County Court in Weifang, Shandong Province announced that Reading Motors had filed for bankruptcy"Old music"The leader of the edifice will fall.
Not only Reading Motors, but also many low-speed electric vehicle manufacturers are also experiencing difficulties on the road to transformation.
In 2017, Yujie received investment from Great Wall Motors, changed its name to Lingtu Automobile, launched a variety of pure electric SUVs, and the market performance was dismal. In 2018, Fulu Group, which owns four low-speed electric vehicle brands of Litz, Fulu, Qifeng and Lupai, signed a strategic cooperation agreement with BAIC Manufacturing to jointly build new energy vehicles, but most of the micro-car products created by the two parties were transformed and upgraded on the basis of the original low-speed electric vehicle products of Fulu Group, and did not make waves.
One fact that cannot be ignored is"Oldies**"The technology, capital and market resources owned by manufacturers are far less than those due to accumulation"Regular Army"The transformation is inevitably weak, and if there is not enough profit margin as support, it cannot be satisfied"Oldies**"Manufacturers. If there is not enough profit margin as support, I'm afraid"Oldies**"The end of the manufacturer can only be to slide off the stage of history.
iii.Minicars are not a lifesaver.
Fun for the elderly"The transformation and modernization of manufacturers without exception are aimed at the field of micro-cars, although the technology and configuration required for micro-cars are relatively low, low-cost, and easy to use, which is conducive to its rapid entry into the field of new energy vehicles, but it should be noted that the dividend period of micro-cars has officially ended.
In December 2023, the Ministry of Industry and Information Technology, the Ministry of Finance, and the State Administration of Taxation jointly issued the Announcement on Adjusting the Technical Conditions for Vehicle Purchase Tax Reduction and Exemption for New Energy Vehicle Products, clarifying the technical conditions and implementation requirements applicable to the vehicle purchase tax reduction and exemption policy for new energy vehicles after 2024, of which the maximum speed of pure electric passenger vehicles in 30 minutes shall not be less than 100km h; Driving range of pure electric passenger cars The maximum speed of pure electric passenger cars in 30 minutes is not less than 100 kilometers per hour; The driving range of pure electric passenger vehicles shall not be less than 100 kilometers and reach 200 kilometers; The energy density of the battery system of pure electric passenger cars is not less than 95Wh kg and reaches 125Wh kg.
Obviously, this announcement will undoubtedly further eliminate a number of micro-cars, such as Wuling Hongguang MINI EV models, Changan Auman models, Chery QQ ice cream models, etc.
In fact, the decline of micro-cars has long been apparent. Taking the Wuling Hongguang MINI EV as an example, in October 2023, the sales volume of the Wuling Hongguang MINI EV was 20,337 units, a year-on-year decrease of 5751%；In the first 10 months of 2023, although the Wuling Hongguang MINI EV still ranked first in the mini car market, sales fell by 65% year-on-year73%, or 189863 units, equivalent to only 34 percent of 2022 sales2%。
As an industry leader, the sales of Wuling Hongguang MINI EV are not optimistic, and micro-car players are not having a good time. Taking Chery QQ ice cream as an example, its sales in 2022 will be close to 100,000 units, with an average monthly sales volume of 8,333 units, but according to the data that has been released, the monthly sales of Chery QQ ice cream in the first four months of 2023 will be below 5,000 units, and it will not recover to about 7,000 units until the month, even so, it has not reached the average monthly sales level in 2022, and the sales decline trend is very obvious.
A person in the new energy vehicle industry told Donews,"Old man music"It is extremely unlikely that manufacturers will win the competition with the help of micro-cars, at this stage"Old man music"Manufacturers are faced with market share competition with a high degree of industry concentration, and at the same time, they have to compete with many large traditional car companies. At this stage,"Elderly"Manufacturers are facing competition for industry share with a high degree of market concentration, and at the same time, they also have to compete with a number of large traditional car companies, such as SAIC, Chery Automobile, Great Wall Motor, etc., which have mature car-making technology and a large number of technical precipitation"Elderly"It's hard for manufacturers to compete with it.
Nowadays, the competition in the new energy vehicle market is fierce, and the war is intensifying"Le Lao"If manufacturers want to gain a foothold in the market, they must increase R&D investment and improve product quality and technical level. At the same time, it is also necessary to strengthen brand building and marketing, explore the possibility of entering foreign markets, and turn domestic sales into export sales. For"Old music"For manufacturers, planning the development direction and forming unique technical advantages is still a fundamental measure to break the existing predicament.