[car home Industry] When car home proposed to buy an old man’s music, an electric car dealer suddenly became wary and looked at it. "Don’t ask, I don’t have it."
This is car home’s third shop in Beijing.
In the past, the old man who was parked in rows in front of the store lost track of him. Even in the street, dialing the mobile phone number printed on the old man’s car body will have the same result. Either stop the machine or answer it and say it’s out of stock.
The once hot old man’s happy business seems to be disappearing in big cities such as Beijing.
According to statistics, China’s old music market has maintained a high growth rate of more than 50% for several consecutive years since 2013. In 2018, the total output of Laotoule exceeded 1 million, and the industrial scale reached 100 billion. Although the data since then have not been disclosed, the industry estimates that this scale will only increase in 2020.
The industry with a scale of 100 billion yuan is a piece of fat that many automobile manufacturers covet.
From Wuling to Chang ‘an, from Chery to Baojun, these car brands have launched a series of mini electric cars, and the prices have dropped to the range of 30,000-50,000 yuan, enjoying the same market with the old man and staged a real knife and gun competition.
The slogan of "building a car for the people" is constantly shouting, and the title of "old man killer" has been placed on one mini-electric car after another. Today, one year after (|) went public, the old man who was surrounded by "killers" is ok now?
Can Hongguang MINIEV kill the old man Le?
Uncle Wang is 68 years old. Although he doesn’t have a driver’s license, he still owns a car.
A few years ago, he bought a four-wheeled old man’s music, which cost more than 20 thousand yuan at that time. Usually, he will drive the old man’s music to send his grandson to and from school every day, and it will take two or three years.
"The battery of this car is not very good." Uncle Wang said, "But there is no problem. Deal with it."
Since last year, Uncle Wang has seen many "electric cars" appearing in the streets, which are colorful and can be put on green cards. These electric cars that can get green cards in Uncle Wang’s mouth are Hongguang MINIEV.
Since its birth in 2020, Hongguang MINIEV has been named as "the killer of old man music", with a price of 28,800 yuan, which just entered the price range of old man music. At the same time, this car can also have a license plate and drive freely in the urban area. Because it is a new energy car, it is not restricted by the restriction policy, and its smaller size is relatively easy to park in the city.
This unique advantage has made the sales of Hongguang MINIEV rise all the way, and soon it will become everywhere. In December 2020, Wuling officially announced that the sales volume of Hongguang MINIEV reached 33,094 units in November, beating Tesla for three consecutive months and winning the domestic new energy retail list. As of June 2021, Hongguang MINIEV has sold more than 150,000 vehicles in China.
"WulingHongguang MINIEV』 "
Hongguang MINIEV is a great success, and its consumer groups are also obvious-young people in big cities.
According to the data of SAIC-GM-Wuling, 30% of the users who buy Hongguang MINIEV are 20-30 years old, 47% are 30-40 years old, and only 5% are over 60 years old.
Judging from the sales place of Hongguang MINIEV, the main users who buy this car are not from low-tier cities and rural towns, but second-and third-tier cities and even first-tier cities. The data shows that first-and second-tier cities account for 8.4% and 14.9% respectively, and Shanghai ranks second among the top 10 cities in sales volume.
Although it is frequently named as "the killer of old man’s music", it turns out that Hongguang MINIEV and old man’s music are not mutually substitutive, and they are fundamentally different.
An industry expert described it this way, "The essence of Laodule is the upgrade of two-wheeled battery cars, while the essence of Hongguang MINIEV is the downgrade of new energy vehicles. Although they are at the same price, they are different in essence."
Facts support this view.
"After Hongguang MINIEV went public, our car sold as well." He said, "There are many people who come to see the car. Most of them don’t have a driver’s license, but they can still drive, but they don’t want to get a driver’s license when they are old."
This is consistent with Uncle Wang’s observation. By uncle Wang’s side, most of the "riders" who drive the old man’s music with him don’t have a driver’s license and don’t understand traffic laws. For example, Aunt Liu’s previous car was an electric tricycle, which was replaced by an old man who could shelter from the wind and rain, which was enough to be called a consumption upgrade.
Uncle Wang has forgotten exactly when he bought this car. It’s like when the old man suddenly leans out of the edge and quickly occupies the vast road.
"I won’t make any money."
As a product of an era, Laodule grew up on the edge of policy and in a gray area.
At present, lead-acid batteries are mostly used in old people’s music. Although this battery has low specific energy and short service life, its voltage is stable and its price is cheap, so it is very suitable for old people’s music. Therefore, when the price of lead-acid batteries decreased and stabilized, the product Lao Toule came into being.
Around 2010, Laotoule flourished in Shandong, Henan and other places. Within a few years, it has formed a new industry with more than 100 enterprises, a scale of one million vehicles and an output value of 10 billion yuan.
A report of Forward-looking Industry Research Institute shows that with the aging, by 2020, the number of old people’s music in China will expand to more than 10 million, and the market scale will reach 100 billion.
Prior to this, there was no policy that clearly defined it, classified it as a passenger car or classified it as an ordinary two-wheeled battery car. The National Development and Reform Commission, the Ministry of Industry and Information Technology and other competent departments have not explicitly prohibited the development of low-speed electric vehicles, but because low-speed electric vehicles cannot enter the Announcement of Vehicle Manufacturers and Products, they cannot obtain SAIC license plates.
The reason why the old man is happy to explode is that it has the appearance of an ordinary car, but it is outside the policy. This gives some people who are inconvenient to get a driver’s license but have travel needs a chance to get on the road.
And such a group has also brought two sides to the old man’s music. On the one hand, it is convenient for people to travel, on the other hand, because of the unconstrained road, Laodule also brings many hidden dangers to road safety.
It is imperative to rectify the old man’s music. In recent years, the Ministry of Industry and Information Technology and other competent departments have never stopped trying to manage the old people.
In 2018, the Ministry of Industry and Information Technology, the National Development and Reform Commission, the Ministry of Science and Technology, the Ministry of Public Security, the Ministry of Communications and the General Administration of Market Supervision jointly issued a document, requiring provincial governments to "formulate a transformation and adjustment plan for the reduction and elimination of low-speed electric vehicle production capacity in the region, and clean up substandard production enterprises. It is strictly forbidden to produce and sell unlicensed low-speed electric vehicles."
At the same time, this document also puts forward that "it is strictly forbidden to increase the production capacity of low-speed electric vehicles", which also restricts the government from issuing relevant policies to encourage the development of low-speed electric vehicles. As soon as this document comes out, it is equivalent to pressing the pause button for the barbaric growth of the old man’s music, and everything is only waiting for the introduction of relevant national laws and regulations.
People in this industry can feel the changes brought by this policy most.
In a humble bungalow in a village in Shunyi, Beijing, Chen Nan, the owner, has been "changing careers" for nearly a year. If it weren’t for the introduction of an acquaintance, the average buyer wouldn’t have found him at all.
"The supervision is really strict."
At this time last year, the store in Chen Nan was still mainly selling old people’s music, and the sales volume could reach as many as four or five units a day. But when the policy tightened, Chen Nan heard the wind outside and quickly cleared the last batch of goods for sale. From then on, he never asked the old man to be happy, but instead sold three-wheeled motorcycles and two-wheeled battery cars that could be licensed.
『Chen Nan turned to sell.Tricycle "
If an acquaintance wants to buy an old man’s music from him, he will not sell it directly. He will just contact the manufacturer and let the manufacturer deliver it directly to the place designated by the buyer, and he will earn an intermediary fee in the middle.
"Buying a car and selling a car don’t go from me. It’s a transaction between the buyer and the manufacturer. If the problem is found, it doesn’t matter to me." Chen Nan explained this.
What makes Chen Nan so jittery is the "Old Man Music Renovation Action" that started in December last year. In order to maintain traffic safety and standardize the road environment, Beijing traffic police openly solicit two kinds of clues from the public, one is the clues about shops that illegally sell, refit and repair tricycles, and the other is the clues about assembling and storing rented houses and warehouses that illegally store tricycles.
If the investigation is true, the public security organ will give a maximum reward of 10 thousand yuan according to the size of the clue. For those who provide outstanding clues, the reward amount will be increased as appropriate.
Under the supervision, almost all illegal sales outlets of Laodule started to change careers like Chen Nan, no matter how much a car can earn. And those businesses that are still addicted to the rich profits of the old man’s music will choose to take risks and sell illegally.
Of course, those people have also suffered the punishment due to the law.
"There is a store in Emma that secretly sells old people’s music. More than 70 unqualified cars have been investigated, and the owner has been punished for tax evasion." Chen Nan said.
"This kind of money can’t be earned, and it may be our consensus that we will lose all our net worth."
"90% of old people’s music will die."
Half a year after the centralized rectification of the old man’s music in Beijing, a paper from the Ministry of Industry and Information Technology once again shook the industry.
In June 2021, the Ministry of Industry and Information Technology issued a draft for comments. The opinion draft shows that low-speed electric vehicles will be included in a sub-category of pure electric passenger cars, that is to say, the existing motor vehicle management system can supervise the old man. At the same time, the opinion draft also gives specific indicators on quality, power and size.
This means that Laotoule will be transformed into a regular army and will soon be included in motor vehicle management, requiring drivers to have driver’s licenses and licenses.
The release of the draft for comments means certain opportunities for the old people’s music industry.
The positive effect of the new regulations is obvious, which will force the industrial upgrading from the production end, so that production enterprises need to have certain R&D and production capacity, vehicles must be licensed, and drivers must also hold driver’s licenses, which will fundamentally effectively control the chaos in the low-speed electric vehicle industry, help reduce safety hazards and improve urban traffic management.
And those shoddy workshop-style production enterprises will be accelerated to retreat and let the whole industry return to a virtuous circle. Some production enterprises seeking "progress" have also opened up the upward channel, and since then there has been a competitive environment on a par with car companies.
On the other hand, for the whole industry, the challenge brought by the exposure draft is particularly prominent. Chen Quanshi, director of Tsinghua University Automobile Research Institute, gave his own opinion-"More than 90% of low-speed electric vehicle enterprises will be eliminated."
"The first is qualification, which is a hurdle for these low-speed electric vehicle companies." Chen Quanshi said. Some companies can acquire qualifications by acquiring traditional car companies, such as Reading and Yujie. However, among the nearly 100 old man music production enterprises in China, only these two have obtained the qualification for passenger car production.
At the same time, Chen Quanshi also said, "From the technical level, these old people’s music enterprises rarely meet the requirements."
When the country forces the regulation of the old people’s music market, these old people’s music needs to have the ability of after-sales support and a series of compulsory safety measures. This has certain requirements for cost and technology. On the other hand, traditional car companies have lowered the product price to 30,000 yuan. "If these old people want to compete face to face with them, the chances of winning are very small."
As soon as the policy comes out, many old music manufacturers can only choose to upgrade or quit. Upgrading means more investment and unknown results, while quitting this market requires transformation, but there is no successful precedent for where to turn and where to go. Whether it is Zhidou or Reading, the road to transformation is not satisfactory.
The whole industry is waiting for the boots of the Ministry of Industry and Information Technology to land.
Throughout the long history of China’s automobile development, Old Man Music may be just a special product in a short moment. With the improvement of public transportation and laws and regulations, this thing will eventually withdraw from the market and continue to exist in a more compliant and safer way.
Today, in the streets and lanes of Beijing, there are no shops selling old people’s music, and more are motorcycles and tricycles that are more in line with national standards.
The trend of urban traffic becoming more and more safe is unstoppable. Just as a practitioner of a low-speed electric vehicle enterprise said, "The old man’s music will not exist forever, but will only exist in places with imperfect traffic laws or road facilities to fill the travel map. When the supporting facilities are perfect, the old man’s music will definitely disappear."
"If one day the old man’s music really dies, it means that our automobile industry in China has made progress." (Text/car home Cheng Gong)
