The development of new energy vehicles has passed through 2022, and even in the face of the downward pressure of the overall environment and economy, the industry is still thriving. After the epidemic, sales have recovered rapidly, and market penetration rate is still showing an increasing trend, with a large number of users waiting to release their purchasing demand.
At the same time, the competition among new energy vehicle brands is becoming increasingly fierce, and more and more traditional brands are transforming and emerging brands are entering the market, reshaping the existing pattern. The Chinese new energy vehicle market is gradually entering the knockout stage from the qualification stage.
In this context, A.M.A Automotive Marketing has teamed up with Giant Arithmetic to launch the "Towards' New 'Gravity, Accelerating Resonance -2023 China New Energy Vehicle Trend Insight White Paper", which provides insights into the new gravity of the new energy vehicle industry and helps brand marketing resonate quickly. User demand drives market restructuring, and market innovation generates new demands from users. Under the transformation of new energy vehicles, it is particularly important to explore new trends among users. Based on this, this report provides insights into the new trends in the development of the new energy vehicle industry through user research and brand analysis. It proposes the use of the "new five senses" in five dimensions: identity, value, professionalism, ceremony, and belonging, to provide accurate consumer demand and marketing trends for various new energy vehicle brands.
Finally, based on different marketing needs, provide marketing methods and scientific practices driven by marketing technology for the characteristics of the new energy vehicle industry, to drive various brands to win in digital marketing in 2023.
Driven by both market and user factors, there is a significant release of demand in the new energy vehicle market
Since the outbreak of the epidemic, new energy vehicles have taken the lead in restoring growth, not only creating new highs in sales, but also making new breakthroughs in the proportion of sales in passenger cars, making important contributions to the recovery of the entire passenger car market. In the past year of 2022, the new energy vehicle market has shone brightly, driven by both policy and market engines, with market growth far exceeding expectations and penetration rates repeatedly reaching new highs. The annual penetration rate is close to 26%, an increase of 12 percentage points from last year, achieving ahead of schedule the target of 20% of new energy vehicle sales by 2025 in the "New Energy Vehicle Industry Development Plan (2021-2035)" issued by the State Council.
From the perspective of market driving force, the driving force for the development of the new energy vehicle industry is gradually shifting from "policy led" to "market led" and "user led", and the demand for new energy vehicles in the market is beginning to be released in large quantities. Data from the past five years shows that in terms of the distribution of cities with purchase restrictions, the proportion of new energy vehicle sales in seven cities with purchase restrictions has shown a decreasing trend, while the proportion of sales in non restricted cities has gradually increased. The proportion of new energy vehicles in non restricted areas has steadily increased, from 55.4% in 2018 to 75.5% in 2022. The user's willingness to actively purchase has significantly increased. Moreover, the C-end consumer market is also constantly rising (in 2019, host manufacturers sold a large amount to the B-end market to seize the last dividend before the decline of new energy financial subsidies, resulting in a brief shrinkage of the C-end consumer market share), accounting for 88.6% in 2022, an increase of 8 percentage points compared to 2018.
The explosion of new energy vehicles is the explosion of plug-in hybrid models and extended range electric vehicles. From the perspective of new energy vehicle classification, pure electric vehicle sales will continue to maintain high-speed growth in 2022, while plug-in hybrid models and extended range electric vehicles will experience explosive growth of more than double. With the diversification and maturity of car models, users have more diverse choices.
The trend of brand upward and substitution of fuel vehicles has emerged, which is called brand upward breakthrough. One is market share, and the other is price. If both indicators rise at the same time, it indicates that market competitiveness is growing.
With the gradual maturity of the domestic new energy vehicle market and industry chain in recent years, the pace of entering the high-end brand has accelerated, and more and more competitive car models have been launched. Especially, independent brands have made good breakthroughs in high-end, gradually establishing a foothold in the high-end market of over 400000 yuan. Both products and values are accepted by users, and high-end has become the core driving force for the development of the independent brand new energy vehicle market.
Since the comprehensive promotion of new energy vehicles, China's sales of new energy vehicles have achieved a significant compound growth rate. At present, the penetration rate of new energy vehicles is still rapidly increasing. By 2022, the penetration rate of new energy vehicles in China is expected to exceed 25%, mainly due to the replacement of fuel vehicles.
From the data of user car purchase and replacement, the users who buy new energy vehicles mainly come from the owners of mainstream fuel vehicle brands. From the flow of online interested users of Tiktok, most of the interested users of new energy vehicles also come from the interested users of fuel vehicle brands. Therefore, both online and offline, there is a trend of new energy vehicles gradually penetrating into fuel vehicles. As China enters the stock stage of the automotive market, a large-scale replacement cycle is gradually approaching, and the accelerated growth of replacement demand has become a driving force for the development of new energy vehicles.
With BYD becoming the world's first car company to officially announce the discontinuation of fuel vehicles, Hainan Island is about to stop selling fuel vehicles. Major car companies are also increasing their investment in the field of new energy vehicles, actively transforming and catching up with the new energy vehicle track... The era of new energy vehicles has quietly begun to shine.
With the breakthrough of battery technology and the improvement of supporting systems, the pain points such as safety, charging, and endurance will gradually be alleviated or solved, and the substitution effect of new energy vehicles will gradually become prominent and show a continuous strengthening trend.
