[Motor Home? New Energy]? "Do you have a plan to buy a new energy vehicle?" I believe this question will get more positive answers now than last year. Over the past year, the number of new energy new releases in the overall new car accounted for a higher and higher proportion of traditional Chinese brands, new forces and overseas joint venture brands led by Tesla, in front of the market stock is not much of the new energy index license, fierce fighting, live, almost become the 2020, most of the new energy brand's goal. And in this process, more and more people from the "absolutely will not consider" the concept of consumption gradually softened, in the hands of the target and budget under the premise of the face of homogenization of the market, who is more worthy of our choice, and what "blindfolded" has not been found?

The 100-year development of the automotive market so far, it seems that there has never been a majority of brands to compete with one brand, and this phenomenon is happening in the new energy market, especially in China: Tesla, with its own power to take more than 10% of the sales share, the catfish's entry, stirring up the new energy industry in China, which had not been active before. In the process of market change, the competitive relationship between brands and brands began to "camp" and "camp" between the transfer of China's traditional brands, overseas joint venture brands and new car-making forces, in the current market is undergoing a brutal push, slow any step, is to accelerate the "camp", especially in China: Tesla, by itself, took more than 10% of the sales share, the catfish killed, stirred up the previous not active in China's new energy industry. Any slow step is to accelerate the "death".

Over the past few years, in the context of over-reliance on regional new energy license indicators and subsidies, the pattern of the new energy market seems to be a kind of equalization situation, lack of competitiveness, product quality varies, and can not touch more than can not cause the overall consumer attention and recognition. And this phenomenon began to change from 2018, the arrival of Tesla and the accelerated invasion of new power brands in the market, good money out of bad money "big cleaning" began.

According to the auto home data forecast, in 2020, China's new energy vehicle annual terminal sales or will reach 1.29 million units, but compared to China's overall passenger car market, the penetration rate is only 6%. But in this 6% of the market size, crowded with a large number of new energy vehicle enterprises, the more crowded the track, the fierce competition will bring the result is that there will be more and more brands out of the game.

Compared to 2019, the new energy consumer enthusiasm in the domestic market has a more stable development, although in terms of the overall sales scale this year did not have a big increase, but stability brings a higher degree of attention and intention, new energy brands must continue to be recognized through the product and value of the publicity, because once the sales list fell, want to kill back in the degree of difficulty is not comparable to that of the previous.

According to the data in September this year, in China's new energy market, the traditional Chinese brands still occupy the dominant position in the intention to buy a car, in the top 5, there are also new power brands to kill in, which also makes more and more people realize: the ferocity of the new forces is no longer which "PPT car" crooks image. The new force is no longer the image of those "PPT car-making" frauds. But in the following chart, do you find that some once familiar traditional brands have fallen out of the echelon of the attention list.

Based on the current consumer demand for car purchases and the new energy industry pain points, the automotive home of the new energy channel "looking for power road" second season program will also be in-depth in the Chinese market in the three camps, more than 10 new energy brand visits, and from the pre-sale, in the three dimensions, R & D, production, sales, service and other systems to start the research, and at the same time, based on the launch of the "China's new energy consumer recognition. At the same time, based on the already launched "China's new energy consumer recognition survey" in the consumer's concerns, to visit one by one, and hope to help consumers make a more correct choice.

New Energy Consumer Acceptance Survey

In August this year, AutoNavi launched the "New Energy Consumer Acceptance Survey" in the station, covering 25 research directions. Combined with the current consumer demand for car purchases and the recognition of new energy brand value, we will also launch precise visits to each camp brand in the second season of the Road to Electricity based on the existing research results. The effective sample size of this survey is more than 2,000, and we will first share some of the survey results in this issue. The complete survey report will be released in the subsequent serial content of the second season of The Road to Electricity, and will be combined with the actual collection of data to do a more in-depth analysis.

Opening summary of the second season of "Road to Electricity"

Starting tomorrow (October 31st), "Road to Electricity" Season 2: "Value and Choice" will be published in a series of content, which will include more than 10 automotive brands, with on-site visits to the R&D centers, factories, experiential stores, and after-sales service and other key aspects related to user concerns, and we hope that the content of the season will enable consumers to have a clear understanding of the current new energy brands and how they are doing. We hope that through this season's content, consumers will be able to clearly recognize the core values of each new energy brand at the current stage, whether it is R&D, quality, or service. Which values are closely related to our needs, and which "pseudo-values" will be excluded when we choose. (Wen/automotive home? Yao Jia)