source ： Win business cloud think tank （ID：sydcxy2014）
The upsurge of new energy track listing is surging .
7 month 7 Japan , Xiao peng car （9868.HK） Ring the bell to list on the Hong Kong Stock Exchange , The first share of new energy vehicles in Hong Kong stock market was born .
Xiaopeng has been on the market soon , Faraday's future （FF） follow up a victory with hot pursuit , Listed on NASDAQ ; and Ideal 、 Wei to Also waiting for the opportunity to sprint IPO.
“ Double carbon ” Under strategic pressure , The growth rate of new energy vehicles is much higher than the market expectation , millet 、 Huawei and other technology giants have entered the game , The track has been expanded again and again .
In technology 、 Hard core areas such as capital PK outside , The shopping center has also become a battlefield for these new energy vehicle brands . The trendy practice of opening an experience center on the first floor of the quality shopping center , By trass on 2013 Pioneered in . after ,“ Wei Xiaoli ” Wait for the latecomers , Follow the example of .
According to Yingshang big data monitoring , end 4 month , In the sample Shopping Center , tesla 、 Wei to 、 Xiao peng 、 The ideal number of stores in the shopping center is 87 home 、131 home 、125 home 、57 home .
Yingshang cloud think tank monitors the whole country 23 city 5 ten thousand ㎡ The above shopping centers , nearly 20 Nearly of new energy vehicle brands 1100 Home store as the research object , Number of stores from new energy vehicle brands 、 Switch shop than 、 Proportion and distribution , Also found ：2020-2021 year , The number of new energy vehicle stores has increased significantly , And the switch shop ratio is as high as 7.64, It is expanding at a high speed .
Statistics deadline ：2021 year 4 month
Statistical range ： Shanghai 、 Beijing 、 Shenzhen 、 Guangzhou 、 Chengdu 、 Chongqing 、 Hangzhou 、 nanjing 、 tianjin 、 Xi'an 、 wuhan 、 Xiamen 、 Changsha 、 Qingdao 、 kunming 、 Hefei 、 fuzhou 、 zhengzhou 、 Suzhou 、 guiyang 、 quanzhou 、 foshan 、 nanning 23 Cities , Commercial area 5 ten thousand ㎡ And above shopping centers （ The same below ）
“ Brand store switching ratio ”= Number of stores opened / Number of stores closed ： The ratio of >1, Indicates that the development of brand stores is expanding ;（ Number of stores opened > Number of stores closed ） The ratio of =1, Indicates that the development of brand stores is flat （ Number of stores opened = Number of stores closed ）; The ratio of <1, It indicates that the development of brand stores is shrinking （ Number of stores opened < Number of stores closed ）
New energy automobile Shopping Center store atlas
As the track gradually “ Internal volume ”, Of new energy vehicle enterprises “ Geo port ” The competition was promoted to a new level .
* Shanghai 、 Hangzhou 、 Number of leading stores in Shenzhen , High speed City Beach grabbing acceleration
Win business big data monitoring 23 City shopping center data show , Number of new energy vehicle stores introduced TOP3 The cities are Shanghai 、 Hangzhou 、 Shenzhen , Are all “ Car purchase and licensing restrictions ” A mega city .
among , Shanghai has the richest brand of new energy vehicles , Only Shanghai Nanjing West Road business district has settled in Tesla at the same time 、 Weilai, Xiaopeng and other new energy vehicle experience stores .
The overall number of stores in Shenzhen is lower than that in Hangzhou , However, the entry performance of the head brand of new energy vehicles is very eye-catching , tesla 、 Xiao peng 、 The ideal number of stores are 49 home 、34 home 、9 home , All higher than Hangzhou .
The specific term , Shanghai has become the most popular city for new energy vehicle brands mainly due to 2 spot ：
First , Shanghai is one of the megacities with the largest car ownership in China , There is a strong demand for cars , It has become the main position of new energy vehicle enterprises . In addition, according to public statistics , share 8 New energy vehicle brand headquarters 、 The R & D center or production base is located in Shanghai .
▲ picture source ： Tesla guanbo
secondly , The new local policy adds another fire to new energy vehicles .2 month 10 Japan , Shanghai announced 《 Measures of Shanghai Municipality for encouraging the purchase and use of new energy vehicles 》, Indicates that in the next few years , New energy vehicle enterprises betting on pure electric technology , Will continue to enjoy the bonus of free licenses .
The present ,“ Those who get Shanghai , To the world ” This subtext , More and more gold .
Hangzhou 、 Shenzhen , As the main growth city of new energy vehicles , The market performance is also very good .
Especially Shenzhen , Have a policy 、 Enterprises 、 Technical advantages . As early as 2009 year , Shenzhen was selected as one of the first pilot cities for the demonstration and promotion of energy-saving and new energy vehicles in China ; As “ Technology City ”, Shenzhen attracts BYD 、 Wuzhoulong 、 Watma and other famous enterprises in the field of new energy vehicles have settled in ; meanwhile , Huawei 、 Tencent and other high-tech enterprises also contribute to the system R & D and renewal of new energy vehicles .
Besides , Shenzhen takes measures against the number plate of new energy vehicles 100% Winning lot system , Loose policy , This undoubtedly attracts new energy vehicle enterprises to speed up their store closing .
And in Guangzhou next to Shenzhen , Although few stores have been introduced , But it is the city with the highest switch stores , The growth rate of Tuodian is obvious . It is reported that , Evergrande automobile 「 henci 」 The production base in Guangzhou is under construction , It may stimulate the vitality of Guangzhou new energy vehicle market .
From the perspective of urban line level ,2020 Since then , A line of 、 New first tier cities have introduced 664 home New energy door store , Proportion is as high as 90%, New energy vehicles are still infiltrating the front line 、 New frontline market .
But this proportion , comparison 2019 Annual decline , And the second line 、 The proportion of brands in the third tier cities has increased . so The smoke of new energy vehicles has quietly spread to the sinking market .
It is reported that , This year, Xiaopeng will lay out more third - and fourth tier cities , Such as Ma'anshan 、 Putian 、 baotou 、 luoyang 、 zhangjiakou 、 Wenzhou and other places .
* Core business district first , Gradually spread to regional business districts
Focus on the business district , Year on year 2019 year , New energy vehicle 2020-2021 year The ratio of switch shops in municipal business district has decreased , The regional business district shows an upward trend .
In recent years , With “ Wei to center ” This kind of “ stay The core business district opens big stores ” The idea of , Set off a competition for high-end stores of new energy vehicle brands , Leading to the prosperous core business circle into a place of contention .
▲ picture source ： Wei laiguan bo
However , One side , As the core business district of the first and second tier cities , Especially on the first floor 、 The golden position with good display has always been “ cannot meet the needs of the people ”, And the demand for a new round of horse racing enclosure , New energy vehicles are taking to the core urban area 、 Customer focused CBD First of all , Location strategy of gradual outward diffusion ;
On the other hand , There is a large demand for new energy vehicles , Relatively speaking , Low rent 、 The regional business district close to the residential area of the target customer group has become a new choice , Attracting new energy vehicle enterprises to settle in .
* Seize the shopping center , passenger flow 、 Customer dynamics is the key
2020 year , It is the outbreak period of new energy vehicles entering the shopping center , Shopping centers with high occupancy rate are even called “ Auto City ”.
Victor big data shows , A shopping center introduces 3 There are not a few new energy vehicle stores . They tend to occupy the mall entrance 、 Escalator entrance, etc , Sucking customers 、 Brand leads 、 Rent contribution and other aspects of strength can not be underestimated .
It is worth noting that ,2020 Since then , New energy Gradually from middle and high grade to middle grade 、 Popular shopping centers spread .
In terms of the number of stores introduced , The number of stores in the popular shopping center has reached 371 home , Good performance , To some extent, it also shows that new energy vehicles are stationed mall Purpose Gradually from making topic volume , Turn to seeking more stable consumption power .
According to Yingshang big data - The win lies in , Beijing SOLANA Blue Harbor , Between the working population and the resident population ,25-44 Year old customer group terminal Bida 7 As above . Savills Zhang Lei said ,“ The customer quality near Beijing blue harbor is excellent , It is mainly surrounded by residential areas , The family customers with strong consumption ability are relatively concentrated . This is exactly the target user group of medium and high-end electric vehicle brands .”
▲ picture source ： Beijing chaoyang SOLANA Blue harbor guanbo
at present , Weilai has been introduced into the project 、 Ideal 、novat Three new energy vehicle brands , among , Wei Lai and ideal , Once created a single month super 200 platform 、150 Sales performance of Taiwan .
Why do new energy vehicles pile up in shopping malls ？
With the movement of new energy vehicle enterprises to seize the shopping center in full swing , The channel war between automobile enterprises has gradually “ New energy vehicles without 4S The shop played ” That's what I'm saying .
* From the outer suburbs to downtown , Take the initiative to walk into the crowd
“ Want to buy a car , To 4s shop ”, This is the first reaction of many people to the channel of buying a car .
Traditional automobile brands have a long history , A wide range of customers , Good customer base , Buy targeted customers , Will come to the door .
New energy vehicle , As a latecomer , Want to break through in the fierce battle , You need to take the initiative , Go into the crowd .
Tradition 4S The store needs a large maintenance area , Most of the sites are far from the city center , Mostly in the suburbs . Compared with 4S shop , There are many new energy vehicle stores “ Separation of sales and after-sales ”, Emphasize experience .
such “ Light function , Focus on experience ” The pattern of , Make new energy vehicle stores have more choices , Including supermarkets in the busy market .《2020 China auto sales channel development report 》 Show , The proportion of urban exhibition halls of new energy brands is about 65%, Its site selection focuses more on large shopping malls or office buildings in the city center , Sales showroom channels are 100% A large supermarket located in the downtown area .
To subvert tradition 4S shop , The new forces of car building compete to open offline stores in shopping centers . among , Tesla and “ Wei Xiaoli ” The number of stores has obvious advantages , In total, there are more than 400 An experience store opened into the shopping center .
One side , Brand awareness of new energy vehicles is low . Yes “ Offline flow collector ” The so-called shopping center can just shorten the contact distance between new energy vehicles and consumers , Increase exposure , Enhance brand image .
On the other hand , New energy vehicles as a new species , The age of mainstream customers is 25-40 Between the ages of , Willing to touch new things , Value service experience and consumption quality , Strong consumption ability . The passenger flow with high consumption capacity attracted by the shopping center , It is also expected to be transformed by it .
in addition , With the prominent dividend of new energy vehicle stores in shopping centers , Strive for high quality mall The car company , Not limited to the new forces of car making , BYD 、 baic 、 saic 、 Dongfeng and other traditional automobile enterprises have also participated in .
* Create a third space ： You can't sell cars , But we have to plant grass
Brush presence , Just the first step in the layout of the shopping center , The greater ambition of new energy vehicles lies in the education market , Occupy the minds of consumers .
With the Internet of things 、AI And so on , New energy vehicles are not only a means of transportation , It has become a new way of life . therefore , New energy door stores tend to be in 4s Store and single sales space , Create a third space that can provide consumers with experience , Let consumers feel the lifestyle provided by the brand , Realize grass planting .
1、 As “ The first person to eat crab ”, Tesla's site selection is mostly the core business district landmark of every inch of land and every inch of gold .
Such as , The first store in China is located in Beijing “ The most artistic Shopping Center ” Qiaofu fragrant grassland ; Shanghai's first store is opened in Jinqiao Shopping Center , Opposite Bitian Sports Park ; Shenzhen's first store is located in Nanshan happy coast , Adjacent to Shenzhen Hospital of the University of Hong Kong 、 Facing OCT ......
After Tesla ,150~300㎡ It has become the mainstream of the site selection area of shopping centers for new energy vehicle enterprises , In a small and sophisticated store , Only 1~2 A car show , Car selection 、 Order the car online , Offline stores focus on experience .
▲ picture source ： Tesla guanbo
2、 Positioning high-end Weilai automobile , In creating a mainstream area 200-400㎡ Beyond the Weilai space , Keep adding weight Plus Third space , Wei to center .
In Shanghai Mixc store ,1000㎡ In the Weilai Center , The owner's Club covers an area of 600㎡, Covering living space 、 Coffee dessert 、 Private meeting room 、 Additional services such as children's play area ; The vehicle display area covers only 400㎡. Many people in the industry make fun of ,“ Wei Lai doesn't sell cars , yes ‘ High end circle ’ Tickets for ”.
▲ picture source ： Weilai auto official blog
in general , The focus of the new energy vehicle experience stores in these shopping centers is not direct selling , Its performance measure is no longer sales , It's store traffic 、 User retention 、 Number of test drives, etc .
The expansion of new energy vehicles is fierce , Who is behind the scenes ？
Players from all sides rush into the car making track , After further squeezing the competitive space ,2021 In, the new forces of car building are speeding up horse racing and enclosure ——
Ideal car plans to expand its stores to... This year 200 home , cover 100 Cities ;
Xiaopeng automobile plans to increase the number of sales outlets to 300 Above home , Override 110 Cities ;
Wei Lai plans to open a new 20 home NIO House and 120 home NIO Space, The total number of stores increased to 366 home .
Looking back a few years ago , New energy vehicle enterprises have a short endurance 、 Insufficient charging pile 、 Low hedge ratio 、 Poor quality and other problems have been criticized , It has not been favored by the market for a long time ,” Wei Xiaoli “ It's even called “ Electric three fools ”.
But in the 2021 year , Shanghai Auto Show “ New energy vehicle enterprises have become the protagonists , Traditional car companies have become supporting roles ” A historic scene . New energy vehicles are generally bad mouthed , Until it's completely red , The motivation behind , From the consumer side 、 Supply side to capital side 、 Technical side , There are traces to follow .
* The consumer end ：“ It's delicious ” user , Willing to pay for the smart experience
5G Time , New energy vehicles continue to develop new application scenarios 、 Add new configuration , Let consumers start to pay attention to parameters 、 for entertainment 、 Intelligent experience, etc .
Wall street news data show that ：56％ Of Chinese consumers are willing to choose a new brand for a better Internet experience . Consumers' attitude towards new energy vehicles , Gradually from “ Commuting requires ”、“ No choice ” Gradually convert to “ The preferred ”、“ It's worth a try ”.
Walk into the shopping mall , Take a turn around the new energy vehicle experience store while playing and shopping , It has increasingly become a common thing .
▲ picture source ： Weilai auto official blog
* Supply side ： New energy vehicle products blowout , The supply of high-quality models has increased
With the acceleration of electrification , The products of new energy vehicle enterprises “ The moat ” Gradually establish , The product matrix is getting richer , A number of net red class models have emerged in the market , Such as BYD Han 、 Wei to ES6、 Xiao peng P7、 Ideal ONE etc. , Let consumers pay by the power of products .
among , The main “ Daddy's car ” The ideal of ONE, In large space 、 High intelligence 、 But oil and electricity 、 Long life and other product advantages have accurately harvested a number of family users ; The main “ Intelligent experience ” Xiaopeng of P7, Also has a group of smart enthusiasts .
* Capital side ： Capital plus , New energy vehicle enterprises expand their stores at a high speed
2021 year , According to the statistics of enterprise survey big data Research Institute ,2020 In, investment and financing in the field of new energy vehicles totaled 89 rise , The amount of financing has exceeded 100 billion yuan . Compared with online channels , Opening offline stores requires a lot of money . And after a round “ Gold absorption ”, New energy vehicle enterprises have made great achievements in horse racing and enclosure , The capital of holding high and beating high .
This year, ,“ Shop maniac ” Weilai plans to expand its store to 366 home ; Weima automobile has put forward “ Thousands of stores in thousands of cities ” The goal is ; Even by “ Pick the door ” Famous ideal , I'm also making up my homework quickly , Store layout in the first and second tier cities .
▲ picture source ： Ideal car official blog
* Technical side ： Traditional car companies 、 Technology giants enter the game , Promote technical system iteration
At the technology end , With the entry of traditional automobile enterprises and technology giants , New energy vehicles are in the manufacturing process 、 Automotive chips and other aspects will also be iterated at a high speed .
This wing , Traditional car companies have set their swords on new energy , Geely launched SEA Vast Intelligent Architecture ; Public listing ID.6 X And ID.6 CROZZ Two new energy models …… in addition to , With TOYOTA 、 The public 、 Universal 、 The traditional car companies represented by Ford , Because the manufacturing foundation is thick , Bring a lot of ingenuity to the market ;
The other side compartment , Internet “ The old gun ” We enter the game in various ways to build cars ,“ sound of dripping water + BYD ”、“ Huawei + BAIC polar fox ”…… He is good at “ Technology migration ”, Enrich the intelligent ecology of new energy vehicles with intelligent products .
Look back , New energy vehicle enterprises that have experienced the tempering of capital and market , In terms of channel layout, it is not only facing the squeeze of peers , And the hunting of traditional car companies and cross-border giants . New and old players compete on the same stage , The battlefield of new energy vehicle stores is still full of variables .
Reprinted from 《 Win business cloud think tank 》 Stupid end
The copyright belongs to the original author Source of cover and first picture | Xiaopeng auto official microblog
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