Recently, I heard an interesting point of view.
The most fundamental reason behind the fall of Ji Yue is that there are huge problems at the operational level.
But the whole team, including the product itself, as well as the R & D system, is actually not falling apart.
At this time, if there is a lack of electric transformation of the traditional car companies are willing to copy the bottom, in fact, it is a very good time.
” Judging from the comments below many netizens agree with the above view that the more it can be regarded as a higher quality asset it is far from the point of collapse.
As long as it can be rescued properly, there is still the possibility of coming back from the dead, and it will even bring good empowerment to the “new financiers”.
But I don’t think so.
Just to prove that it is too difficult to sell well in terms of the market segments of Ji Yue 01 and Ji Yue 07 combined with the comprehensive strength of the two models.
By no means scaremongering, no matter who is in charge of trading, the chances of success are slim.
After all, end consumers are facing more and more dazzling choices, but as long as you have obvious shortcomings and there is not too much halo at the brand level, it is difficult to get out of the quagmire in the current environment.
This is the case.
This can not help but extend, similar to the gradual fall of the extremely weak, but also confirms a truth mentioned in many articles in the past: “Wake up!” The Chinese car market will be winner-take-all.
” To put it more bluntly unlike the traditional fuel car era where a hundred flowers blossom in a brand new track where the rules of the game have been turned upside down victory will only belong to a few people.
And “homogenization” is the biggest evil behind it.
I believe many readers will feel a little confused at first glance at the title of today’s article.
The subtitle of this paragraph is the most concise explanation.
Rationally and objectively speaking although I have always been an unswerving tram enthusiast I have also experienced that colorful era of traditional fuel cars.
Regardless of joint venture brands, independent brands, large and complete car companies, or small and beautiful car companies, they all have their own “characteristics” and it is very easy to establish their own labels in the minds of consumers.
But now everything has changed dramatically.
Especially since the beginning of this year, when the retail penetration of new energy vehicles has exceeded the 50% mark for the first time since July, it has surpassed traditional fuel vehicles to become mainstream for five consecutive months.
However, as a witness, I found that the new products that flooded into the market became more and more “boring”.
As for why to put quotation marks It’s not really that boring, but it looks more and more like it to some extent.
They all continue for a long time, accelerate very fast, drive smoothly, have a lot of space to sit up, and even the price is very cost-effective.
At the moment it seems that there is only one argument left to judge whether a new energy car is good or bad.
However, with the continuous development of giants like Huawei and sweeping the car market, even this can be quickly made up after the use of “banknote power”.
Anyway, if the situation continues, “homogenization” will become more serious.
The mainframe factories that surrendered their souls gradually and completely became the so-called contract factories.
When a potential customer decides what new car to buy, its own sales and brand halo will become the most dominant factor.
In turn, the chain reaction is that the head echelon members who already have the first-mover advantage and initiative will make more money under the blessing of the Matthew effect and will be farther and farther away from the pursuers behind them until they are “exhausted”.
Once you fall into the whirlpool of “mediocrity”, you will soon be overwhelmed by the surging tide.
Recently, we can see all kinds of articles, all of which are playing up and creating a kind of anxiety and bloody mood for the Chinese auto market next year.
I must admit that I am one of them.
The root cause is that after this year’s baptism we can strongly feel the ambition and determination of a small number of leaders.
Considering the overall market, it has been difficult to burst out too many new increments to meet them, and stock competition is destined to mean that many people have to leave the table.
The fall of Ji Yue will not be an isolated case, and “homogenization” is often what the giants would like to see.
“winner takes all, but there is more than one winner” actually, as the article begins, the end of “homogenization” is “winner takes all”.
So far, more than one car tycoon has made a similar judgment.
For example, as early as the 2023 performance presentation, Wang Chuanfu pointed out: “this is an era in which fast fish eat slow fish, not an era in which big fish eat small fish.
If car companies do not rush up in the next 3-5 years, they will not have a chance.
” In the same year, for example, Li Xiang also said: “by 2028, the penetration rate of China’s new energy vehicles will reach 90%.
If only four or five companies will be left in the industry, BYD, Tesla and Huawei will all be among them, and we will try to stay on the card table.
At least sell more than 3 million cars a year.
” For example, Lei Jun, who shocked everyone, also said in an interview this year: “once smart electric vehicles are consumed electronically, the industry will develop like consumer electronics, when the industry matures 15-20 years later.
” the top five in the world will account for more than 80%.
” There is no denying that the above word for word can be regarded as strong evidence.
Of course by comparison there are also people who hold opposing views just like Li Bin.
In his view, “the auto industry has never been a winner-takes-all, the industry competition is very strong.
” We will reach the finals next year, but the final is far from over.
” Only half of this output can be agreed.
Next year, slowly kicking off the curtain will be a “decisive battle” related to the pattern, and there is really no dispute.
But I prefer to believe that as the gunfire dies down, the end will still be a winner-take-all.
As for the time dimension, it may take 3 years, maybe 5 years, or even 10 years.
However, it is not a complete copy of the mobile phone industry, basically only 5-6 companies can leave a share.
It is obvious that there will be a little more winners in China’s auto market.
To borrow the words of Meituan Wang Xing: “the future pattern of the automobile industry is likely to be 3-3-3-3, forming a competitive pattern in which three central enterprises, three local state-owned enterprises, three private enterprises, and three new forces coexist.
” As for the numbers maybe they will be savedIn a certain deviation, the direction is not wrong.
Oh, by the way, don’t forget that although the share of joint venture brands in China is still shrinking sharply, the skinny camel is still bigger than the horse.
Some of them will never easily give up the biggest “cake” in the global auto market.
At this point, the article is coming to an end.
The last thing I want to say is: “In any industry, some participants are destined to accompany them from the beginning.
The same is true for the increasingly homogeneous China car market.
“, Fortunately, it is true that the winner takes all, but there is more than one winner.
In the face of next year’s “decisive battle”, as the cold air continues to spread, each family will really compete for who has more food and fodder, who has the thicker family background, and who has the determination to live towards death.
“, ,”Endure, endure until the day others fall.
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