Insight into new energy vehicle market in 2019 From Massive engine
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The following is the Insight into new energy vehicle market in 2019 From Massive engine recommended by recordtrend.com. And this article belongs to the classification: New energy vehicle industry, research report.
The report shows that the sales growth of new energy passenger car market will slow down significantly after going through a recession in 2019. The key word “turning point” is highlighted in the periodical adjustment of the industry, the reshaping of the market pattern and the change of the development trend. Through the trend mining of industry, users, marketing opportunities and other aspects, the new direction of marketing opportunities is guided for brand owners.
Macro market structure
The strategic layout and adjustment action of each brand for the new energy passenger vehicle market in 2019 has triggered the remodeling of the pattern of each market segment – joint venture and luxury high-profile entrance, the “decisive battle and elimination” of new forces in car manufacturing, and the accelerated shuffling of independent traditional new energy vehicle enterprises.
Pattern trend 1: the admission of overseas brands and the transformation of some independent brands are boosting the high-end trend of new energy vehicle products
Under the opportunity of reshaping the strategic pattern of new energy vehicles, luxury, joint venture and some new brands of automobile manufacturing have launched upgrading products to the market, which also indicates that they are more optimistic about the potential of market turning to product driven under the background of weakening policy drive; at the same time, some independent traditional automobile enterprises are also laying out the product upgrading strategy of new energy.
Pattern trend 2: in the luxury market, the trend of fuel vehicles and new energy vehicles entering the same competitive track appears
Through the growth rate of competition comparison times, we can see that in the comparison behavior of mainstream luxury brand models, the number of times of comparison with luxury new energy increased by 112%, far exceeding the overall comparative growth rate of luxury brands. With the entrance of luxury new energy products, the characteristics of flow of luxury brands become more and more strong, and the competition between luxury circle fuel and new energy gradually weakens.
Focus of new energy passenger vehicle market users
The product driven and high-end potential of the new energy passenger vehicle market are also reflected in the trend of users’ attention. The brands and products of Tesla, Audi, Weilai and other high-level forces have become the core focus of users in the field of content consumption; the publicity of high-level products is no longer limited to the traditional appearance, interior decoration, price and other aspects, and the intelligent Internet connected track may be used for competition The key to the household.
Key words such as “automatic driving” and “voice recognition” have become hot words in the annual growth of the intelligent Internet connection, and science popularization is no longer the key item of intelligent Internet connection communication. With the new forces of automobile manufacturing and the new energy transformation of traditional automobile enterprises, key words such as technology, service and experience are all reflected in the intelligent network connection of products. Users are more and more familiar with HMI, connected and ADAS. The number of users browsing and praising the relevant content has increased significantly. The popular science content of smart Internet is no longer the key to attract users in the future.
With the increasingly mature products in the automotive industry, the digital evolution of human vehicle interaction based on experience, technology, data and other forms is gradually entering the consumer’s field of vision, and has become one of the important factors in consumer decision-making. The convenient experience of intelligent touch screen and the scene experience of voice interaction have become the direction of attention of users. Compared with November 2019 and 1 In June, the number of visits to the two groups of keywords increased by 306.6% and 131.3% respectively.
In the development path of Internet connected communication, slogans based on product concepts such as Internet vehicles and car connected systems are gradually turning to the generation based communication based on user demand scenarios and future application scenarios. Users prefer online application publicity in the form of vehicle 5g, vehicle payment and online music.
At the same time, with the increase of the number of ADAS users who focus on the long-distance car configuration and automatic parking, most of them pay more and more attention to the safety of the car.
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