Rees strategic positioning consulting: The key to the success of new energy vehicle brands still relies on category innovation

On October 25th, Reese Strategic Positioning Consulting and Wang Fengying jointly announced that Reese Consulting China, together with its global partners, and Wang Fengying’s automotive expert group, formed a global automotive strategic positioning and category innovation service team, committed to building the world’s strongest service team in the automotive industry , to jointly study the development of the global automobile market, promote the birth of more new automobile categories, from strategic design to strategic implementation, to create the king of new energy automobile categories in the future.

At the same time, the global automotive strategic positioning and category innovation service team released the “Global New Energy Vehicle Category Trend Research Report”. This report makes an in-depth analysis of the sales patterns of pure electric vehicles, hybrid vehicles and new energy vehicles, and identifies the strategic hidden dangers of mainstream auto brands in the new energy market.

After five years of development and precipitation, China’s new energy vehicle market is at the forefront of a once-in-a-century change, with new brand products constantly entering the market, and new sales models emerging one after another. The report pointed out that the key force behind the growth of the new energy vehicle market is still category innovation. Under the turmoil in the industry, car companies need rational support. From the perspective of truly solving the pain points of consumers, carry out category innovation and form differentiated cognition to achieve the key to breaking the game.

In the first three quarters of 2022, China’s auto exports surpassed Germany to become the world’s second largest exporter. Laura Rees, Global Chairman of Rees Strategic Positioning Consulting, said, “There are huge misunderstandings in Chinese auto companies’ overseas strategies. From the perspective of sales distribution, they currently avoid the high-potential auto markets in Europe and the United States, and take advantage of the weak market as the core target. It is difficult to build a global brand. On the other hand, the practice of Chinese car companies to go overseas is only to copy domestic products to overseas countries in batches, following the “car sea tactics” and directly copying the domestic product matrix. Not focused. Trading exports does not equal building a brand, and simply selling a product does not equal building a brand.”

Reese believes that category is the key force for brand achievement, and category innovation is the key force behind the rapid growth of the new energy market. Category innovation is an eternal law in the process of business development. At present, it can be seen that behind the rapid growth of China’s new energy market, it also stems from different category innovations. China’s new energy market is leading the way. With the double blessing of superimposed cognitive advantages and industrial chain advantages, Chinese auto brands will usher in the only historical opportunity to achieve the world’s number one.

According to the report, the Chinese auto market has not yet truly entered the era of pure electricity. Affected by the cost of batteries, the “dumbbell” market structure divided by price segment will not last long, and the “spindle” is the final state of the industry. In the long run, 80,000-250,000 will be the mainstream market in the future. In the economical price segment, major car companies are carrying out an “arms race” around intelligence. However, stacking intelligence is by no means a good medicine. Consumers focus on battery life, driving control, safety, and space comfort when buying pure electric vehicles. And so on the so-called “basic features”. For car companies, the power battery is the “engine” in the era of pure electric vehicles. Only which car company can bite the hard bone of the “power battery” has the opportunity to become the king of the category.

At present, a group of independent brands are collectively promoting super-mixing, clearly establishing the identity of super-mixing “fuel disruptors”. Therefore, PHEV not only subverts the existing fuel vehicle category, but also is the “new fuel vehicle” in the future. One of the world’s most influential female CEOs, the queen of cars, and former president of Great Wall Motors, Ms. Wang Fengying, said, “Although the development of PHEVs will encounter BEVs in the long run, PHEVs still have a development window of at least ten years. The hybrids in the past belonged to Japanese brands, and the hybrids of the future belong to Chinese brands.”

On the topic of the future development direction of automobile brands, referring to the history of the development of domestic fuel vehicle brands in the United States, Zhang Yun, global CEO of Reese Strategic Positioning Consulting and chairman of China, put forward suggestions on how to break the situation of new energy vehicle brands: “In the next 20 to 30 years, we can There will be no more than ten Chinese new energy vehicle brands that have established global influence, and the key to brand success is still to rely on category innovation. Time always moves forward, but history keeps repeating itself. When faced with a historic opportunity that has not been encountered in a century, car companies It is necessary to maintain confidence and return to rationality. Only by starting from consumer cognition, digging out core pain points, and planning brand differentiation strategies can we find a way out of the chaotic new energy competition.”

Yiou Automobile believes that a new retail model of scale, intelligence and data will be born under the trend of new energy. On the one hand, it is due to the changes in the mental cognition of consumers in the new energy era. For new energy vehicles or new energy products, consumers’ cognition of this category, and information acquisition and purchase have occurred relatively in the era of fuel vehicles. clear changes. Secondly, due to the characteristics of the category, because car companies in the new energy era can obtain a large amount of big data and the addition of smart terminals, a more direct and closer relationship has been established between car companies and consumers. Based on the characteristics of new energy vehicle categories , new opportunities for retail categories based on data and intelligent terminals will be born in the future.