The mode of supporting new energy sales with travel is failing. This is surprising: a market that has not yet grown up has a layer of foam.
Editor’s note: This article comes from the WeChat public account “ 100 million Euros ” ( ID: i-yiou), author Fang Shitao, editor: Zhang Yuxuan Pavilion.
“Sold more than half of the cars sold to the company, these companies are our big customers.” In the BAIC New Energy 4S store near Wudaokou, Beijing, the boss said to Yiou Automobile.
This is a BAIC new energy dealer store that once claimed to be “the best-selling in Beijing”, but now it has become a vacant place for storing inventory cars. The original exhibition hall has been ruined, and the garage is only guarded by the owner and a staff member. By the end of the year, most car dealers with poor sales are hurrying to promote in order to get rebates. The dealers of BAIC New Energy seem relatively calm.
“We can take the rebate long ago, there is no need to restock.” The dealer owner is not worried about sales. “Many companies and individuals buy our cars to run online cars, and sales have already reached the standard. . “
Beijing New Energy’s online car rental is everywhere in the streets of Beijing. This huge market once gave these distributors a solid feeling.
But this kind of “down-to-earth”, the dealer owner no longer seems to want to enjoy: “There are not a few cars here now, most of them have been booked and have not been taken away, we will not It’s available. “
According to him, due to the adjustment of urban planning, 7-8 out of more than 20 dealers in Beijing are currently facing demolition. And these dealers facing demolition, did not dare to buy a large number. After the demolition, most of them chose to withdraw from the BAIC new energy dealer network.
From 2019 to the end of the year, the biggest “accident” in the auto market is the decline in cliff-type sales of new energy vehicles.
After the sales of new energy vehicles fell by 40% year-on-year in October, in November, sales fell again by more than 40% year-on-year.
On December 9th, BAIC Blue Valley released a November production and sales report showing that BAIC New Energy sold only 7,005 units in the month, a year-on-year decrease of 62.6%. In the previous month, its sales had just fallen by 69.2%.
However, this is not the key reason for the decline of BAIC New Energy. Even BAIC New Energy may not need so many dealers. This self-proclaimed “Beijing sales top” dealer took the initiative to exit, perhaps behind his sober understanding of his situation.
The BAIC New Energy dealers who are not in a hurry to sell cars are not the only ones. On the one hand, there is helplessness in the lack of C-side demand, and on the other hand, the contribution of the travel market has given it enough “assurance.”
However, the mode of supporting new energy sales with travel is failing. This is surprising: a market that has not yet grown up has a layer of foam.
There are always ways
In 2019, BAIC New Energy’s sales accounted for about one-tenth of China’s new energy vehicle market. But behind the seemingly decent data, many are supported by the travel market.
A Didi driver driving Beiqi New Energy EU5 told Yiou Automobile, “Many drivers who run Didi running EU5, the cars are rented. Many car rental companies in Beijing can rent them for 5000 a month Yuan. “The driver also revealed,” Didi service can only rent this car if it reaches a certain level, and it can only be used to run an online car rental, not to individual users. “
The owner of BAIC New Energy Distributors revealed to Yiou Automobile that in the past, the large dealer group has made great efforts to promote this business.
“It’s not going to be huge now, but they still have a lot of new energy vehicle indicators,” said the dealer owner. Car. “
Among the Beijing Automobile New Energy dealers under a large group in Beijing, except for two part-time front desk sales, this 4S store near Beijing Laiguangying is empty. There was even a slight surprise on the salesperson’s face when someone saw the car in the store.
A salesperson revealed that the main sales of this 4S shop came from EU5 models. When the sales volume was the best this year, the monthly sales volume of this store EU5 was more than a dozen.
This year 1-1In January, BAIC New Energy’s cumulative sales volume was 114,000 units, a decrease of 11.2% year-on-year, and it still steadily ranked as the champion of the pure electric vehicle market. However, from the actual sales situation reflected by the dealers, the C-end market does not seem to be that big.
So how did these cars that did n’t flow into individual consumers be digested?
“There are always ways,” the salesperson laughed. “Huge has opened a lot of car leasing companies. They collect these cars at package prices and then list them to operate similar to financial leases.” / p>
It is understood that when you rent a car in these rental companies for three years and use it to run a car for a ride, you can obtain ownership of the car. In addition, according to sales staff, the dealer group that underwrites BAIC’s new energy vehicles is not only a large one, but also some independent car rental companies.
“As far as the EU5 R550 is concerned, it has been discontinued for a long time, and the previous stock cars are sold,” said the salesperson. “Inventories that have not been cleared by the end of the year are basically sold to the package price. Major customers, or listed by BAIC New Energy Recycling, will be used in the market next year or as second-hand cars. “
The purpose of this approach is very obvious. BAIC New Energy hopes to sell all the stock cars before the subsidy is completely cancelled next year, so as to get this part of the subsidy. The new car next year will adopt a new pricing scheme.
The newly launched EU5 R600 only has 40 kilometers more battery life than the current EU5 R550. In addition, the R550 version now has a terminal discount of 21,000 yuan, the former is nearly 40,000 yuan more expensive than the latter. “So we don’t buy R600, and we don’t have any show cars. As long as R550 is still available, no one will buy R600.” The salesperson said.
In other words, BAIC New Energy had no plans to sell the R600 model this year. The current task is to clean up the inventory, and the methods are basically inseparable from the travel market. After all, in accordance with national regulations, in order to receive financial subsidies, vehicles must meet certain mileage requirements.
On January 28 of this year, BAIC New Energy and Didi ’s Xiao Ju vehicle service jointly established “Jing Ju New Energy Automotive Technology Co., Ltd.”. Based on EU5, the two parties optimized the car networking and vehicle management system, in order to develop customized network ride-hailing vehicles dedicated to shared travel.
The enterprise side occupies most of the sales volume, and the consumer side is not concerned. For BAIC New Energy, there may not be too many dealers in the future.