There is a view in economics that legislation is not the end of the road. This sentence is particularly appropriate in the standardization of electric two-wheelers.
When the industry is no longer sensitive to enterprise bankruptcy, market supervision, low price strategy, investment policy is no longer crowded competition; When more and more industrial laws began to appear in the electric two-wheeler industry; When enterprises began to spend a lot of energy to seize the range, power, intelligence, lithium and other positioning.
It can be said that in 2021, the electric two-wheeler industry will begin to shift from the "bottom line competition" dominated by price war to the "ceiling competition" centered on product technology and ecological construction. Perhaps from this moment, the industry has entered the high quality development stage in the real sense. There is no doubt that 2021 is destined to be a very special coordinate in the history of the electric two-wheeler industry.
The downward "race to the bottom" is the last madness on the eve of standardization
What is bottom line competition? That is, in a certain competition, in order to achieve a goal to achieve some lowest level, the most basic requirements.
The phrase "bottom line" is familiar to anyone who knows the electric two-wheeler industry. In the past few years, it is not uncommon to frequently break the bottom line in this industry. It has become the "secret recipe" for many small and medium-sized brands to expand channels and lever sales by forming cost advantages through low allocation, reduction and renovation of accessories.
A large number of inferior products flow to the market, resulting in frequent quality problems of national electric two-wheelers, which are frequently listed in the people's livelihood consumption news around the country. It can be said that the new NATIONAL standard landing before the electric two-wheeled vehicle industry, can be called the industry development of more than 20 years of a black history.
After entering the era of standardization, the price war of electric two-wheelers has not stopped, but has intensified, but the core of its price war has changed. In order to seize the market, the head brand reduces dimension by capital and scale effect. Waist brand in order to obtain a seat to accommodate, have to follow up tactics, but also including some brands in the standardization of the last crazy, but also further intensified the industry price war. Under the continuous blow and reshuffle adjustment, the industry around the new NATIONAL standard for the tuyere and played a price war for two years.
As we all know, price war is a very typical bottom-line competition, which was once regarded as a persistent disease that could never be removed by the industry. However, such bottom-line competition will come to an end in 2021, and the technological performance, ecology and service centered on consumer demand are driving the industry into the upper limit competition stage of high-quality development.
02 Head brands and crossover giants open a new era of "ceiling competition"
In the industry from thousands of enterprises constantly reshuffle up to now, the data can check the regular model electric vehicle production enterprises have less than 200, and with the end of the year came the enterprise closure news, it is expected that next year in the market will really have a war of the force of the enterprise will only have dozens of just. For the head camp that swept the market before the new GB landing, it is time to really enjoy welfare.
I remember a top corporate executive once said that 2022 is the year when everyone starts making money. That how to really start to make money in the era after the new GB, the major brands around the different dimensions of the "ceiling competition" worth exploring. In addition, the out-of-industry thinking mode brought by some crossover giants will also bring new solutions to the electric two-wheeler industry.
Performance cap: Long battery life is just the first step
For many car companies, long endurance can be said to be the first performance label with high consumer awareness in the new GB era, and also let some leading brands seize a lot of sales. But judging from the situation in 2021, battery life has become the standard of major car companies.
But it must be seen that the main endurance value between some brands may be close, but its internal support logic is not the same. Some rely on core technological innovation, while others rely on the accumulation of battery capacity, which may fool consumers at the present stage and match the competition with other brands, but in the long run, the latter will eventually be recognized and eliminated by more and more car-savvy consumers.
In terms of the presentation of endurance value, both cars and motorcycles are based on "kilometers" as the unit of calculation, which is also the consistent cognition of the general public. Individual brands are still confusing the public with "li", and only pursuing the lead in numbers, they really have not thought that they may overturn because of misleading consumption?
On the basis of endurance becoming standard, many enterprises are also pursuing new performance breakthroughs, such as cold resistance, which is very important for northern users, and dynamic control performance, etc., which is expected to become the next round of competition elements.
Smart ceiling: a more diverse future of electric mobility
The word intelligentization has a long history in the electric vehicle industry. As things stand, some head brands and crossover brands will become smart players, while the vast majority of traditional enterprises will be excluded from the competition sequence.
Compared with electric cars, intelligence is a slightly awkward proposition for electric two-wheelers. One is whether the owner needs to have so many intelligent application performance matching; The second is that most consumers, at least for now, simply will not pay for the increased cost of intelligence. The third is how to break the single hi, establish a real sense of intelligent ecology.
From the sales situation in 2021, the sales of intelligent electric vehicles are still very rare, mainly concentrated in part of the young group willing to try new things, and the market is not expected to show a rapid growth in 2022. In the era of changing standards, the vast majority of consumers are still more willing to meet the standards to do the basic investment, that is, to meet the road needs at the lowest cost.
However, this is not absolute. If a brand can create intelligent products under the circumstance of low cost increase, and also establish an open intelligent ecology, it will undoubtedly have the right to speak in the market.
Ecological ceiling: Switching electricity will be the next arena
The switching market is seen as the next arena in the field of traditional electric two-wheelers. Compared with the foreign electric vehicle market of "start to change", the domestic electric vehicle market has lasted for more than 20 years of "charging" habit needs a period of time to change, and the "High-rise Civil Building Fire Safety Management Regulations" banning electric vehicles into the building of the policy, is expected to further accelerate the distribution of channel electricity change.
At present, the demand for electric two-wheelers is mainly concentrated in b-end commercial markets such as takeout and express delivery. Relevant data estimate that by 2025, the penetration rate of electricity switching services in b-end markets such as takeout and express delivery will exceed 50 percent, while the penetration rate in c-end markets for ordinary users will exceed 10 percent. The lithium electrification process of electric two-wheelers will largely determine the development of electric switching service.
At present, Yadi, Emma and a small number of head brands have advanced action planning for the construction of electric ecology. Hallo's advantage in the field of electric conversion is more obvious, and wuling Industry, which also announced that it will enter the field of electric two-wheeled vehicles, also started to change electricity.
conclusion
In fact, whether it is the improvement of vehicle performance, or the exploration of intelligence, or the construction of electric conversion ecology, in essence, it is constantly enhancing the experience of electric vehicle users.
In the pursuit of user experience improvement, no matter in any industry or brand, there is always only the bottom line, no upper limit. Of course, the bottom line is not just price, but safety and quality. This is not a problem for many enterprises, but how to create an upper limit beyond users' expectations is the core problem facing many auto companies.