On December 9, Geshi learned that Zhu Jiangming, founder of Zero, said in an interview with the industry media that Zero was on the right path of development.
He revealed that at present, zero running has occupied the “position” in the market of about 150000 yuan, with monthly sales reaching 25000 vehicles.
The next goal of zero running is to occupy a large share of the market at the level of about 100000 yuan.
Are there many opportunities in the level 100000 market? Cui Dongshu, secretary general of the Federation of passengers, said that according to the data of the Federation, the sales structure of the price segment of the national passenger car market has continued to rise in recent years, with a significant increase in the proportion of sales of high-end models and a decrease in the proportion of low-and medium-priced models.
This is not only driven by the upgrading of consumption, but also because of the upgrading of consumption among the purchase groups.
In addition, with the implementation of the national scrapping and renewal subsidy policy, the new energy market of less than 100000 yuan strengthened in the third quarter of 2024, the trend of 50, 000-yuan pure electric vehicles improved, and the 100000-yuan plug-in increased rapidly, further diverting the market share of fuel vehicles.
According to data released by Cui Dongshu, in the past year, sales of high-end models priced at more than 400000 yuan surged 40% compared with the same period last year, reaching a new high of 3.4%. In the price range of 30-400000 yuan, the total sales volume of models is 2.
21 million, increasing the market share to 10.2%. In the price range of 20-300000 yuan, the market share of models reached 17.2%. in the price range of 15-200000 yuan, sales of models in this price range have increased from 3.
13 million to 3.
8 million since 2017, an increase of only 670000 in seven years.
Sales of models in the 10-150000 yuan price range reached 7.
37 million in the past year, accounting for 34%.
Compared with the market above 100000 yuan, the shrinking trend of the market below 100000 yuan is more obvious.
In the price range of 5-100000 yuan, the total sales of models was 3.
22 million, and the market share fell to 14.8%. Compared with 36.
1% market share in 2017, it fell by a full 21.
3 percentage points.
Tuyuan: zero run, Cui Dongshu pointed out that at present, 5-150000 yuan for passenger cars across the country is the characteristic of the core main model market, which is mainly due to the relatively high proportion of traditional fuel vehicles.
In other words, in the 100000-yuan car market, the decline in sales is mainly due to poor sales of fuel vehicles, which provides a broader space for new energy vehicles to enter and boost the market in this price range.
What does the 100000-level market “fight”? As Zhu Jiangming said, the next goal of Zero is to “occupy a relatively large share of the market at the level of about 100000 yuan.
” So what do consumers value more in the further sinking 100000 market? How can car companies find a balance between users’ needs and their own development? The price bears the brunt.
Some media offline research and interview found that the purchase demand of customers who choose to buy Class 100000 cars is actually very clear.
They will come to the store after watching the parameters in advance and discuss the car price and loan plan directly with the sales.
Some sales said that customers who buy 100000 yuan SUV are basically rigid demand users and urgently need a scooter or tool car.
You know, at the beginning of 2024, the first “price war” of the new energy vehicle market fell on the 100000 market.
In other words, in this sinking market range, car companies may be the first to launch lower-priced vehicle products, in order to quickly capture the hearts of consumers.
But it is worth noting that lower prices mean lower costs and less profitability.
Tuyuan: zero run, a senior executive of an independent car brand once said that the break-even point of a 100000-yuan electric car owned by the company is that only when monthly sales reach 13000 units can it make a profit.
In other words, if the monthly sales exceed 10,000, it may be one of the goals for zero to enter the 100000-class automobile market.
At present, in November this year, the delivery of zero-running cars reached 40169, an increase of 117% over the same period last year.
From January to November, a total of 251207 vehicles were delivered, an increase of 100% over the same period last year, and the annual target has been achieved ahead of schedule.
According to the analysis of Guojin Securities, under the condition that the price of a bicycle is close, the cost of a zero-running bike is comparable to that of a new energy vehicle with a sales volume in China.
Based on the global self-research model, zero running can achieve a greater degree of sharing the cost of fixed assets, improve the economies of scale of vehicle manufacturing, and thus reduce the manufacturing cost of zero running vehicles.
Zhu Jiangming said: “Zero car products are not priced according to market conditions, what kind of gross profit margin and what kind of sales volume they want to achieve, and they will not be priced with reference to competitive models.
” Zhu Jiangming also stressed that no matter how tempting, how high the gross margin, or how much space, zero-running cars will always insist on cars as mass consumer goods.
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