Recently, there has been a significant decline in sales in the new power automobile market, and major brands have encountered the dilemma of being the best. Well-known new power brands such as Li Auto and Xpeng Motors saw weekly sales in January with a month-on-month increase of more than 70%**, which is shocking. What is even more worrying is that this trend is not an isolated phenomenon, almost all new car brands are not immune, and the only bright spot is that Wenjie can still maintain a relatively stable sales level.
Behind this collective **, there are a number of factors working together, presenting a picture of a weak market and huge challenges faced by new power automobile companies.
First of all, the weakness of the demand-side market, the downward pressure of the macro economy has increased, and consumers' car purchase expectations have weakened significantly. Coupled with the recent recurrence of the epidemic, consumers' wait-and-see sentiment has further intensified.
In the past, new auto companies relied too much on subsidies to stimulate demand, and this strategy is particularly fragile in the case of policy tightening.
The lack of product power is also one of the reasons for **. Compared with the leading auto companies, the product line of the new power auto brand is relatively single, and there are still obvious shortcomings in terms of functionality and quality, which is difficult to attract consumers to pay for the car.
Especially in the post-epidemic era, consumers pay more attention to the value of the product itself, and have gradually become numb to the sales methods that rely on subsidies.
Poor channel construction is also a constraint that leads to the new power automobile. Compared with traditional auto companies to expand market coverage with the help of mature 4S store models, the online and offline channels of new auto brands are not perfect enough, and the improvement of warehousing and transportation systems needs to be solved urgently, which affects their sales ability to a certain extent.
The fierce competition in the market has also intensified the homogeneous competition among the new power automobile companies. With the influx of more new auto brands, the problem of homogenization is prominent, and it is very difficult to achieve differentiation in brand recognition and consumer mental share.
At the same time, traditional leading companies are also accelerating the pace of electrification, bringing greater competitive pressure to new auto companies.
In the face of the sharp decline in sales, new auto companies need to increase their efforts in many aspects to meet the challenges. Increasing brand building efforts and establishing a differentiated image is an effective way to increase market share.
Spread the image of responsibility for sustainable development, technological innovation, and establish an emotional connection with users, and gain the recognition of the younger generation through new marketing. At the same time, we will continue to enrich the construction of community culture and provide personalized services to consolidate the brand image.
Although new automakers are currently facing pressure from declining sales, the general trend of electrification has not changed. Only by seizing new opportunities, flexibly responding to changes in user needs, and continuing to innovate in technology and business can we stand out in the highly competitive market and achieve a new round of rapid growth.
In terms of solving the problem of product strength, new power automobile companies need to dig deep into the technological potential, strengthen independent research and development capabilities, and ensure the independent and controllable core components.
By deeply cultivating the industrial chain, continuously improving the technology and manufacturing level, reducing production costs and ensuring product quality, so as to maximize brand value.
Generally speaking, at a time when new power automobiles are facing huge challenges, only unremitting efforts and continuous innovation can overcome the difficulties. By increasing investment in technology research and development, enriching product lines, strengthening channel construction, and actively expanding overseas markets
and strengthen brand building, so that new power auto companies can gradually get out of the current trough. The future of the electric vehicle industry is still full of hope, as long as the new power automobile companies can seize the opportunity and quickly adapt to the changes in market demand, I believe that they will be able to stand out in the fierce competition and usher in a new round of prosperity and growth.