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    閫犺溅鏂板娍鍔涗笁鍥芥潃 钄氭潵濞侀┈灏忛箯杩庢潵鏂版寫鎴

    来源: 南方日报网络版     时间: 2019-11-13 16:25:48
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    汉中建筑材料发票_电┿薇 136-2094-5454  (微.信.同.号)-----σ σ【2535110695】__诚、信、合、作,100%保、真、售、后、保、障、长、期、有、效。閫犺溅鏂板娍鍔涗笁鍥芥潃 钄氭潵濞侀┈灏忛箯杩庢潵鏂版寫鎴楛/span>

      


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    汽势Auto-First丨刘冀然

    2016年拼PPT,2017年拼融资能力,2018年拼交付进度——在重重比拼过后,中国造车新势力从当年的“纸上谈兵”,到历经“跳票”的舆论压力洗礼,终于完成了“交付元年”的考验,头部企业前三甲的位置也逐渐在各种“靠谱”榜单中变得脉络清晰,虽然排名偶有上下更迭,但威马、蔚来、小鹏俨然已经形成了三足鼎立之势,牢牢占据着榜首位置。

    虽然主打价格亲民路线的云度、电咖、哪吒在交付时间节点上同样处在领先地位,但或许是输在了新宝5平台手机客户端性和车型定位上,当它们意识到品牌关注度仍需高端化定位支撑而奋起直追之时,威马、蔚来、小鹏却已进入了下一个阶段的比拼——销量。

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    以对自己最有利的衡量维度去发布销量报告,在汽车圈实属司空见惯,造车新势力当然也不例外,于是便有了三个“夺冠”——威马宣布第一季度交付量取得造车新势力第一;蔚来在“高端7座SUV”、“40万以上豪华SUV”等维度成为了自主品牌和造车新势力群体中的唯一上榜者;小鹏则宣称,继4月登顶造车新势力单月销量第一名之后再次蝉联桂冠,并赢得1-5月造车新势力累计销量冠军。 三个“冠军”?这不科学。当然,把本就在品牌定位和车型定价上有着巨大差异的威马EX5、蔚来ES8和小鹏G3,放在同一数据来源下去单纯比较销量也不科学,但若只从造车新势力头部企业这一维度来看,在目前三家车企均只有一款量产车型上市的“特殊时期”,这样的一组数据却也有了些横向对比的意义。

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    此前,各种造车新势力榜单的排名依据纷乱繁杂;今后,销量终于能成为最具参考意义的“度量衡”——如果将三位“冠军”均以上险数据为准作比较,排名顺序如上图:威马第一、蔚来第二、小鹏第三。 有人曾经把新能源车型购置补贴存续期间比作造车新势力的红利窗口期,而补贴的严重退坡对造车新势力也确实带来了影响。在国补退坡、地补取消后的5月,中国新能源车市增速从两位数明显放缓至仅微增1.8%,威马、蔚来同样受到了一定冲击,销量环比降幅分别为25%和37%,而处于订单交付初期的小鹏则“逃过一劫”,借助产能的持续爬坡销量逆势暴增。

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    虽然在诸多挑战中知难而上,处在三甲位置,但威马、蔚来、小鹏并不能总在造车新势力的圈子里“自娱自乐”,真正的对手不只有新造车,还有实力雄厚的传统车企。纵观全国新能源车型销量排行榜,即便是造车新势力的头部企业,也并不能挤进Top 10,甚至2019年1-5月的总销量仍不及传统车企单车型的单月销量。销量虽不能说明一切,但如此巨大的差距也再一次印证了,那些曾经信誓旦旦要在动能转换弯道上超车,甚至颠覆传统造车行业认知的言论,不过是互联网人的夸夸其谈罢了。

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    从“大象席地而坐”到缓慢的“大象转身”,过程着实是缓慢的,但众多国际品牌已经不再“打盹”,开始在新能源领域持续发力,加之在纯电动车市拥有多年“先手优势”的自主车企,造车新势力若想在车市寒冬的夹缝中求生存,不仅需要顶住补贴退坡的压力在销量上有所突破,更需要在综合实力上有所作为。

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    再强烈的新宝5平台手机客户端性和创新形象带来的新鲜感也终将褪去,经得起市场验证的车辆可靠性、禁得住千锤百炼的品牌质感,才是征服消费者钱包的制胜法宝。然而频发的自燃事件正在消磨着消费者对新品牌的信任感;除了硬件,软件同样需要极高的可靠性,系统蓝屏重启、车辆无法开门或行驶、在道路行驶中OTA阻碍交通,同样是可靠性较低的表现;所谓的秘密武器即自动驾驶OTA仍在跳票,是模式创新还是虚假承诺,判定的界限逐渐变得模糊不清,倘有一日终于将新功能成功上线推送,其可靠性又能有多少保障尚不得而知。

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    不约而同将特斯拉比作对标品牌的造车新势力,在营销上也都选择了自营体验店与线上订单相结合的模式,这也许是有互联网创业背景的企业家们所擅长的,但运营水平上却参差不齐。威马在服务上学到了皮毛,却落实不足,甚至曾经出现Fellowe人员频繁变更,车辆订单与交付工作无人对接的情况;小鹏APP上线初期,积分商城内的产品稀少且图片拍摄随意,廉价劣质感反而降低了品牌调性;作为“用户企业”,蔚来在圈层营销上可圈可点,但伴随着车型定位由高及低的打法,能否在ES6和后续车型上市后保持营销与服务的高水平将成为蔚来的新课题。

    汽势传媒

    由于处在品牌创立初期,体系力当然是造车新势力的绝对短板,好在新车型的上市计划有条不紊。威马在EX5后计划于年内陆续推出EX5 Pro和EX6;蔚来第二款SUV车型ES6将在本月开启交付,轿车车型ET7也已于上海车展亮相;小鹏P7轿车已经开启盲订。综合来看,三家均能保持每年推出至少一款新车,但蔚来的两款SUV和一款轿车占据一定优势,小鹏虽在车型数量上不占优势,但至少SUV与轿车均有涉猎,当中国车市SUV拐点已现,威马“All in”SUV的选择则有一定风险。在体系力建设初期,车企对细分市场的精准抉择尤为重要,错失良机也许关乎生死,不只是速度上存在挑战,更要确保“不失荆州”。 所以,对威马、蔚来、小鹏们来说,真正的挑战恐怕未必只是眼前亟需赶上大部队的销量与“尚不可养家糊口”的财报,可靠性、营销服务、体系力建设才是保障他们顽强活下去的发力之处。


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