The “2022 white paper on the development trend of China’s new energy vehicles” was released in huge quantities
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Introduction: with the transformation of the new energy vehicle market from policy driven to market driven, the industry has also experienced a period of germination and preliminary exploration, and entered a period of rapid growth. Moreover, with the support of scientific and technological forces, brand, vehicle model, region and other subdivisions are also constantly adjusted, the industry pattern has initially taken shape, and the industry has achieved leaps and changes in continuous innovation.
In view of the development and pattern changes of the industry, juquansuan, together with China Automotive News and China Automobile Industry Association, focused on industry trends, ecological models, crowd characteristics and other contents, issued the 2022 white paper on the development trend of China’s new energy vehicles, reviewed the industrial characteristics, market pain points, user portraits and development opportunities, and output a white paper on the new energy vehicle market with diverse contents.
1、 Industrial leapfrogging in innovation
1. The new energy vehicle industry has entered a period of rapid growth
The new energy automobile industry has experienced the embryonic period and the initial exploration period. In 2021, the production and sales exceeded 3.5 million vehicles, achieving a substantial increase of 1.6 times year-on-year. The average monthly sales of the new power brand of head car building stood at the level of 10000 vehicles in 2021, and the industry entered the stage of rapid growth.
2. “Five camps” and “28 laws” – the preliminarily formed market pattern of new energy vehicles
According to the new energy vehicle market, it can be divided into “five camps” of traditional luxury brands, traditional foreign brands, traditional independent brands, foreign new power brands and independent new power brands. In 2021, the brand of independent new forces expanded significantly, encroaching on the market share of other camps to varying degrees, and the acceptance and recognition of users further improved.
According to the statistics of China Circulation Association, there were more than 100 new energy vehicle enterprises with sales volume in China in 2021. The top 20% brand sales totaled 2.58 million, accounting for 84% of the total new energy vehicle sales. The market concentration was high and in line with the “28 law”.
3. Endurance, charging, safety, and value maintenance – are the focus of attention and the pain point of use
According to the huge calculation “2022 China new energy vehicle user survey” data, the main reasons why users are dissatisfied with the use of new energy vehicles and users do not plan to buy new energy vehicles are focused on endurance, charging, safety and value preservation rate. It is precisely because users are worried about new energy vehicle products that the release of increment is also hindered to a certain extent.
2、 Crowd changes under leaps and bounds
1. “High line” and “sinking” of users
Two seemingly contradictory features can accurately summarize the geographical distribution of user consumption. From the perspective of city classification, the sales of new energy vehicles are concentrated in high-level cities, among which the sales of new first tier cities are leading. According to the massive numerical analysis, if the number of cities is taken into account, from the perspective of the average sales volume of a single city, the first tier cities are far ahead, and the high-speed cities are still the main places for the consumption of new energy vehicles, and the “high-speed” feature is prominent.
Data source: China Automobile Circulation Association, 2021
According to the trend of urban distribution over the years, the proportion of new energy vehicle sales in second tier and below cities continues to increase, from 37% in 2017 to 50% in 2021, and the market further sinks. The “sinking” trend of the market also verifies the conclusion from “policy driven” to “market driven”. In non restricted areas, users’ willingness to actively purchase has increased significantly.
2. Strong interest of young people in small cities and urban backbones
According to the huge calculation analysis, the urban youth aged 18-23 in the third tier and below cities show great interest in the content of new energy vehicles, and will certainly become important potential owners in the new energy vehicle market in the future.
The proportion of young men aged 24-30 and TGI are “regular”, and the consumption potential is to be released. Among them, the cutting-edge young people in high-line and low-line young men in small towns show high interest in the consumption of new energy vehicles.
The proportion of men aged 31-40 in the first and third tier cities in the consumption of new energy vehicle content is both high, showing their enthusiasm for the consumption of new energy vehicle content.
Data source: juquansuan, 2021
3. Changes in consumption preferences of high potential people
From the perspective of age distribution, the huge statistical data shows that the purchased users of new energy vehicles are mainly distributed among the backbone population aged 24-40, while the high potential users show their willingness to purchase new energy vehicles, and the age distribution gradually tends to be balanced, especially the interest of people aged 18-23 and over 41 has increased significantly, and the audience has further expanded.
Data source: huge calculation, 2022 China new energy vehicle user survey, n=9245
From the perspective of the distribution of users’ purchase prices, the vehicle price range of purchased users is concentrated in 100000-500000 yuan (69%), while high potential users prefer 50000-300000 yuan (71%). According to the huge quantity arithmetic analysis, due to the attention of the hot mini car, the better proportion of the price range below 100000 yuan has increased by 6%, and the compact car of 100000-200000 yuan is favored by users with its integration of economy and practicality, In addition to the early taste mentality, users’ needs are also gradually biased towards rationality.
Data source: huge calculation, 2022 China new energy vehicle user survey, n=9245
3、 The ecology flourishes at the time of change
1. The improvement of the overall ecosystem will drive the growth of brand voice
Huge amount of data shows that Tiktok auto content has attracted more and more content creators to join. Compared with H2 in 2020, the creators of new energy vehicles in 2021 have nearly doubled year-on-year, and the scale has further expanded. In addition to the creators in the automotive industry, the high popularity of new energy vehicles has also attracted more and more creators in life, fashion and other fields to join the circle, driving the content release volume to increase by about 118% year-on-year, and the video playback volume to increase by about 117% year-on-year.
Data source: huge calculation, H2 in 2020, H2 in 2021
2. Live broadcast and search, becoming a new incremental field of communication
According to the huge calculation data, the number of new energy vehicle anchors and the number of live broadcasts in 2021 showed an increasing trend compared with last year, especially the number of live broadcasts increased by 288% year-on-year, and the anchors have a strong willingness to start broadcasting.
Data source: huge calculation, 2020, 2021
From the perspective of users watching the broadcast, in 2021, the number of users watching the live broadcast of new energy vehicles increased by 209% and 270% year-on-year, respectively. Users’ interest in watching the broadcast further increased, and the number of fans paying attention to the anchor during the live broadcast also increased nearly three times year-on-year.
Data source: huge calculation, 2020, 2021
4、 Future reconstruction after booming
1. The booming supply and demand drives the scale of sales, and rational demand promotes industrial optimization
Purchase tax reduction, new energy vehicles to the countryside, clear goals of “double points” and “double carbon” and other policies continue to benefit, promoting the continuous growth of the scale of new energy vehicles; Moreover, the industry has truly realized the rise of the consumer side, and gradually shifted from policy guidance to consumption driven. Based on the historical sales trend, it is estimated that the penetration rate of new energy vehicles will reach about 45% in 2025.
Source: China Automobile Circulation Association, huge numerical prediction, 2015a-2025e
Users’ acceptance of new energy vehicles is becoming stronger and their attention has increased significantly. In 2021, on the basis of the high base of H2 in 2020, the interested users of H2 Tiktok end new energy vehicles will still maintain a high growth rate of about 45%. Today’s headline H2 increased about 6 times year-on-year in 2021.
Data source: huge calculation, H2 in 2020, H2 in 2021
Users’ interest in active search is also rising. According to the huge calculation data, the new energy vehicle content search volume on the Tiktok end increased by about 329% over the same period last year. Today, the new energy vehicle content search volume on the headline end also increased by more than 80% over the same period last year.
Data source: huge calculation, H2 in 2020, H2 in 2021
2. Individual users drive consumption increment, and innovative models stimulate marketing vitality
According to the huge numerical analysis, with the increase of the proportion of individual users, the guidance of online content will become more valuable and guiding. From the perspective of sales volume of various models and video playback volume, the two are basically positively correlated, and the performance of online content also has a great impact on users’ decision-making behavior and actual sales volume. Read more: Juliang Suan: 2022 white paper on the development trend of China’s new energy vehicles (with download) Juliang Suan released “sports life of 600million people – 2021 Tiktok sports ecology white paper” Juliang Suan released “infinite beauty in autumn – Tiktok users’ Autumn insight” Massive engine: 2020 new middle-class consumption and media behavior trend report massive calculation & New Weekly: 2020 top ten new consumers massive calculation: 2021 Tiktok oral care industry insight report (with download) massive calculation: 2019 Android brand main product series replacement retention rate top 10 massive calculation: 2021 massive engine beauty industry white paper (with download) massive calculation “the general trend sounds” Annual inventory: 30 findings show you that the marketing routines of 2021 will be popular, but they are not popular? Mentholatum Xinbi breaks the three difficult problems of massive calculation. The mobile terminal is online, and it has insight into the hot wind direction anytime and anywhere. Massive calculation adds the search index function, and accurately grasps the wind direction of users’ active attention. Massive calculation: 2020 Tiktok auto creator ecological white paper (with download) massive calculation: 2020 urban food index report (with download) Zhongqi data & massive calculation: 2020 luxury car market insight (with download) edit related posts
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