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Introduction

Box-shaped cars have never been exclusive to off-road vehicles, electric cars can also be tough.

Responsible Editor: Cui Liwen

Editor: He Zengrong

The consumer market has never lacked curiosity seekers, especially in the automotive market.

As individuality is constantly amplified by various media, people's demand for cars is no longer just a means of transportation from point A to point B, but an important way to express themselves and showcase their individuality. Just as BBA has always been sought after, it is also because of its additional luxury attributes.

Nowadays, the automotive industry is undergoing an unprecedented transformation, and the arrival of the new energy vehicle era has further raised people's psychological expectations for this product.

It is not difficult to see that concepts such as electrification, intelligence, and sharing are becoming more and more popular, and new-era automotive products are bringing consumers all-round functional improvements. As a result, various functional pure electric cars are emerging in droves, creating quite a commotion.

However, perhaps no one expected that when the pure electric market was advancing rapidly, the market gave the opposite reaction.

According to relevant data, among the 3.637 million wholesale sales of new energy passenger cars from January to May this year, pure electric models accounted for 2.177 million, a year-on-year increase of 9.4%; plug-in hybrid and extended-range models accounted for 1.461 million, a year-on-year increase of 88.9%.

Among the 3.255 million retail sales of new energy passenger cars, pure electric models accounted for 1.931 million, a year-on-year increase of 27.4%; plug-in hybrid and extended-range models accounted for 1.324 million, a year-on-year increase of 61.1%.

At first glance, it seems that pure electric cars still occupy most of the entire new energy vehicle market. But a further analysis of the data reveals another conclusion - the growth of the pure electric car market is slowing down and lagging behind the "pioneering" speed of plug-in hybrid and extended-range models.

Refueling anxiety and range anxiety are still insurmountable barriers for pure electric cars, and they are also difficult for consumers to overcome. Coupled with the intensifying price war in the new energy vehicle market, its essence is also another manifestation of the slowdown in the growth and demand of the pure electric car market.

What should be done? Are the only options for major automakers to reduce prices and dump inventory? Will endless price cuts lead to quality issues? Is the Chinese pure electric car market in a stalemate?

How to find another way?

According to normal logic, as long as new energy vehicles can take over various market segments of traditional fuel vehicles and make the model product definitions sufficiently similar, they can rely on market inertia to attract most consumers.

But it must be admitted that this matter not only emphasizes first-mover advantage but also economies of scale. The reason why various automakers are benchmarking Tesla is because Tesla entered the market early enough, and models like the Model 3 and Model Y are benchmark products in the sedan and SUV categories.

With Tesla's catfish effect in front and various automakers going to extremes behind.

Nowadays, autonomous brands led by BYD and Geely, as well as new forces led by NIO, XPeng, and Li Auto, are all competing fiercely in the mainstream model segment. Various new models are emerging like "dumplings" in a pot, scrambling for market share.

For example, the newly launched BYD Qin L, starting at a price of 99,800 yuan, has a commanding presence reminiscent of "Qin Shi Huang sweeping the six kingdoms." Geely's Zeekr 007 has even brought the 800V platform into the 200,000 yuan range. NIO's "unchanging" prices have also been indirectly adjusted through the new BaaS scheme. XPeng's older models have seen prices drop again and again...

It cannot be denied that the mainstream model market is indeed "profitable," but it must also be recognized that when competing for mainstream market share, finding another way can also achieve the effect of "emerging as a dark horse."

In fact, some automakers have already begun to try "changing lanes and overtaking" in the market.

The most successful case is the Tank brand under Great Wall Motors. Amid the increasingly fierce wave of new energy, the Tank brand has relied on category innovation to create a new idea of hardcore off-road, especially after the addition of new energy buffs, the market for hardcore off-road has continuously expanded.

Of course, "taking a risk" is not a risk-free path. For example, Ora, another innovative brand under Great Wall Motors.

I vaguely remember that at that time, the car market was filled with the sight of Wuling's MINI EV, and the only one that could compete with it was Ora, which was "made specifically for women." But now, as the market becomes more and more competitive, the A0-level pure electric car market is tending to saturation, and both Wuling and Ora are encountering unprecedented bottlenecks.

An uncertain future, with both opportunities and challenges, there are many incremental markets waiting to be explored. Therefore, it is a "taboo" in the market to hit a wall and turn back, to persist in a dead-end path without learning from mistakes, to focus on small profits while overlooking long-termism, and to adhere rigidly to conventions without breaking out of the cage.

Faced with the current market environment, perhaps being more aggressive is the key to "fighting for survival."

"Aggressive" is better than "backward"

As the price war intensifies, the entire new energy vehicle industry chain is being forced to reduce costs and increase efficiency in search of more market share. But one issue cannot be ignored: whether to sell more cars or sell them better.

For example, in the mobile phone market, Apple phones may not be the best-selling consumer electronics product, but they always have a large number of fans who pay for them and contribute to their profits.

Here, "aggressive" does not mean slashing prices without bottom lines to grab as much market share as possible. On the contrary, it is through more "aggressive" and "bold" product innovation to open up new markets favored by some consumers.

We often consider Li Auto as the best-performing among the new forces in carmaking, simply because Li Auto has made a profit.

Looking back at Li Auto's journey, it is not difficult to find that the "dad car" has always been a significant label for the company. Even the underperforming MEGA also focuses on the "family" attribute.

It is no exaggeration to say that family cars have made Li Auto successful. So, in today's new energy vehicle market, or rather, the pure electric passenger car market, what other "niche segments" are worth betting on?

Answer: Pure electric box-shaped cars.

The pure electric market is not necessarily dominated by A0-level small cars or the stereotypical sedans and SUVs. Box-shaped cars have never been exclusive to off-road vehicles, and electric cars can also be tough.

I cannot say for sure that pure electric box-shaped cars will definitely succeed, but it can be seen that many automakers have noticed this market.

For example, the Shenlan G318, which was just launched in June, although it is an extended-range model, it has attracted many consumers with its "box-shaped" design - orders exceeded 10,000 within 70 hours of its launch and broke through 14,000 orders within 120 hours.

Another example is the earlier Chery iCAR 03, which can also be classified as a pure electric box-shaped car. After ramping up production capacity and adapting to the market, it can now stabilize at a monthly sales volume of 4,000 units.

In addition, the first pure electric model of FANGCHENGBAO, the FANGCHENGBAO 03, has also appeared on the Ministry of Industry and Information Technology's application list in the form of a pure electric box-shaped car. It is believed that it will soon be launched, stirring up storms.

Strike while the iron is hot, take action while the pure electric box-shaped car market is still in its early stages, and everything is still possible.

Currently, established automakers such as Chery, Changan, and BYD have all made their due layouts. So, the question arises, why hasn't Great Wall Motors, which has always been known for its hardcore style, made any noise? Or perhaps Great Wall Motors is holding back a "big move"?

Price wars are not the only solution in the market. If caught up in them, one must hold onto their core values and strive to reform and innovate in order to resonate with and advance together with consumers in the new era market.

In fact, pure electric box-shaped cars do not necessarily have to be pursued; nor does it mean that those who do not pursue them will be left behind by the times. But in this small market segment, it must be noted that thinking should not be limited to price wars or the narrow space defined by competitors.

Otherwise, falling behind in products may still allow one to catch up, but if one's thinking falls behind, it may truly be a "disaster looming."