With the increasing demand of consumers for travel and the gradual landing of the national policy of supporting new energy vehicles, A00+A0 electric vehicles (hereinafter referred to as small and micro electric vehicles), which have the characteristics of low price, small size and easy parking, have been favored by more and more consumers in recent years, which has opened up a new market space for automobile enterprises.
In the fierce competitive environment of new energy, the competition pattern of small and micro electric market is also quietly changing.
Automobile House Research Institute carries out research on the small and micro electric market, and understands the development and changes of the small and micro electric market from the aspects of supply, demand, regional development and so on, in order to find new development opportunities in the ever-changing market environment and provide decision-making basis for the development strategic layout of the main engine factory.
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, 15 seconds to understand the core points of the full text: 1, the dividend period of the small and micro electric market has passed, and the market has entered a stage of differentiated development and transformation.
2, the small and micro electric market is changing with each passing day, and more than 60% of the brands can not adapt to the gradual withdrawal or elimination of the market.
Car companies need to constantly push through the old and bring forth the new. 3. More than half of the small and micro electric users are young women, who like the new and hate the old.
The pursuit of diversification, personalized design, 4, small and micro electric market continues to sink to fifth-and sixth-tier cities, sales in low-line cities still maintain a high-speed growth trend of more than 10% in 23 years, 5, small and micro electric new car enterprises, can pay attention to the development of high-speed cities and potential growth cities, first, small and micro market development process, ■ small and micro market has undergone many years of transformation, electric cars have become the mainstream And lead the steady transformation of the market, before 2019, the small and micro market does not meet the upgrading trend of user consumption, and gradually shrank.
In 2020, with the launch and explosion of Wuling Hongguang MINIEV, the small and micro electric market entered a rapid development cycle.
In 2022, the sales of small and micro new energy vehicles exceeded the sales of fuel vehicles and became the main force of the market.
In 2023, the sales growth rate of the small and micro electric vehicle market slows down, the market tends to be saturated, the dividend period has passed, the competition is intensified, car companies begin to seek differentiated development, and the market begins to gradually enter the stage of stable transformation and development.
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, second, the development and change of the supply end of the small and micro electric market, the competition in the ■ small and micro electric market intensifies, and the brands that can not adapt to the market changes are gradually withdrawn or eliminated.
In the initial stage of the development of the small and micro electric market, BAIC New Energy is the representative of automobile enterprises, paying more attention to product manufacturing costs in order to meet the basic needs of users for product design and positioning.
With the gradual maturity of the market, more and more brands begin to lay out the small and micro electric market, product design begins to diversify, and brands begin to pay attention to product innovation and brand image construction.
Entering the transition period of the small and micro electric market, users’ demand for products is getting higher and higher, and brands begin to attach importance to product innovation and services.
in this development, car companies that can not adapt to market changes are gradually withdrawn or eliminated.
By 2023, a total of 163 brands have entered the small and micro electric market, but only 60 brands have sold, and more than 63% of the brands have withdrawn from the market.
and ■ brands need to constantly push through the old and bring forth the new in order to maintain the stability of the market and maintain the freshness of users.
Small and micro electric users “like the new and hate the old”.
The leading companies in the small and micro electric market, such as Wuling, Chery and Changan, are constantly iterating over product upgrades in order to further consolidate their market position and maintain the freshness of users.
at the same time, a new product is launched every two years on average to meet the needs of more users.
The product design of 
and ■ has also changed from meeting the basic travel needs to diversified and personalized design.
Compared with the performance and configuration of the old and new products in the small and micro electric market, the appearance design of the new product is more simple, the intelligent configuration and safety performance have been upgraded, intelligent driving assistance and intelligent voice interaction have been added to the intelligent configuration, and the safety has been further improved.
Equipped with a stronger body structure, better airbag configuration and more advanced active safety technology.
, according to user feedback, the improvement of product appearance design, intelligent configuration and operation has been recognized by users, but it is urgent to further improve and improve in charging, battery life, ride comfort and other aspects in order to better meet the expectations and needs of users.
Third, the development and changes of the user end of the small and micro electric market.
Compared with the same class of fuel, ■, small and micro electric users are mainly young women, with a high proportion of additional purchases, and more than half of the users of small and micro electric vehicles are women, which is higher than that of fuel.
the proportion of post-80s / 90s is higher than that of fuel post-90s.
nearly 8% are married 66% of the first purchase users, these users are mainly the first purchase behavior under the name of women in the family, from the family point of view, it is still an additional purchase behavior that the family chooses for rich travel.
another 30% are additional purchase users and the proportion is higher than that of fuel purchase.
, ■ compared with the same grade fuel, small and micro electric users are more eager to taste fresh experience and pursue fashion personality.
Small and micro electric vehicle users are mainly college students, and the proportion of undergraduates is higher than that of fuel.
More than 80% of households have an annual income of more than 150000, of which 55% have an annual income of more than 200000, and more than 200000 are higher than fuel.
From the perspective of consumption pattern, electric vehicle users are more inclined to taste fresh, trend and individual consumption than fuel users.
Car purchase concern factors, small and micro electric users pay most attention to price, quality and safety, compared with fuel users pay more attention to car price and comfort.
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Fourth, the regional development and change of the small and micro electric market.
The main market of ■ is in East China, followed by Central, Northwest, Southwest and Northeast China.
From a sub-regional point of view, East China is the main region of the small and micro electric market, with a share of nearly 42% in 23 years and nearly 20% in Central China.
Sales volume is also growing steadily year by year.
Other regions, including the northwest, southwest and northeast, although the small and micro market share is low, but sales are also growing.
With the rapid development of the fifth-and sixth-tier cities of
and ■, the small and micro market still shows a sinking trend in the future.
The development of the small and micro electric market in the first-and second-tier cities tends to be saturated gradually, maintaining the level of total annual sales of about 300000 vehicles in the past two years.
With the outbreak of the new energy market in 21 years, the sales volume of the fourth-and sixth-tier cities has increased rapidly, especially the sales volume of the fifth-and sixth-tier cities has maintained a rapid growth trend of more than 10% in the past 23 years.
In the future, the small and micro market will continue to sink to the fifth-and sixth-tier cities.
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, ■ small and micro electric market new car enterprises can focus on high-speed cities and potential growth cities.
According to the city sales and growth rate of small and micro electric market in 2023, we divide the small and micro electric market into high-speed area, steady mature area, potential growth area and low-speed area.
YesCities with high sales volume and high growth growth rates, such as Shanghai, Shangqiu, Jining and other cities, are suitable for new car companies that are eager to increase their capacity.
for cities with low sales volume but large growth potential, such as Xuchang, Zhoukou, Jinan and other cities are suitable for car companies seeking new increments and developing together with the city.
,■ Conclusion, users in the small and micro market are becoming more and more fond of the new.
If car companies want to have a long-term foothold in the small and micro electric vehicle market, they must quickly adapt to the market and constantly introduce the new.
Otherwise, they will easily be eliminated by the market.
At the same time, they must also adapt to the rapid pace of market changes, accelerate the product iteration cycle, always understand and grasp the changing consumer needs of users, and quickly seize market share by designing beautiful and higher-quality products.
Ensure that you stay ahead of the game in a competitive market.
(Written by/Automobile Home Research Institute), return to the first electric network home page>.
