On July 15, the Ministry of Industry and Information Technology, the Ministry of Agriculture and Rural Affairs and the Ministry of Commerce jointly issued the Notice on Launching Activities of New Energy Vehicles to the Countryside (hereinafter referred to as the Notice), proposing to jointly organize activities of new energy vehicles to the countryside in order to promote the popularization and application of new energy vehicles in rural areas, guide rural residents to upgrade their modes of travel, and help beautiful countryside's construction and rural revitalization strategy. This is another large-scale car trip to the countryside after the first car trip to the countryside in 2009.
As early as 2009, in response to the impact of the global financial crisis in 2008, China implemented a series of preferential policies, including "cars going to the countryside". At that time, the central government allocated 5 billion yuan to give consumers a one-time financial subsidy for car purchase. Driven by the policy of "cars going to the countryside", the automobile sales in 2009 and 20 10 increased by 46. 15% and 32.37% respectively, which also made China the largest automobile market in the world. /kloc-can the measures to restart the car going to the countryside after 0/0 reproduce the market boosting effect of that year? Can "folk" buy it for this? What problems need to be solved in the implementation of new energy vehicles in the countryside?
It is understood that the "Notice" makes it clear that this activity is entrusted to China Automobile Industry Association for organization and implementation, and enterprises will take the initiative to make profits according to the principle of voluntary participation, and cooperate with the support policies of local governments to promote new energy vehicles to the countryside. The notice specifies 10 participating enterprises and 16 participating models. Participating automobile enterprises include BAIC New Energy, Great Wall Motor, SAIC-GM-Wuling, Changan New Energy, Chery New Energy, Jianghuai Automobile, BYD, Dongfeng Motor, FAW Pentium, He Zhong New Energy and * * * 10 automobile enterprises. 16 models are A00 entry-level products with short battery life, most of which are in the price range of 50,000 ~ 70,000 yuan. According to Xu Haidong, deputy chief engineer of China Automobile Industry Association, the event will be launched in Qingdao in late July, and four special events will be held in Haikou, Kunming, Chengdu and Taiyuan until the end of the year. During the event, local governments at all levels will issue local subsidy policies for new energy vehicles to the countryside, as well as preferential measures for local subsidies for vehicles and related enterprises.
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After the "Notice" was issued, relevant enterprises immediately formulated relevant preferential policies for going to the countryside. BAIC New Energy will reduce the price of its participating model EC3 from 73,800 yuan to 59,800 yuan, a decrease of 6,543,800 yuan+0.4 million yuan. In addition, BAIC New Energy also introduced a replacement subsidy policy of 5,000 yuan. On July 16, Changan Automobile announced the car purchase policy, with a comprehensive discount of 1 10,000 yuan, including cash discount, financial discount, replacement discount and charging pile discount. It is also known that the preferential policies of other car companies are also being formulated. In an interview with the media, Xu Haidong revealed that the car companies participating in the countryside have set a discount of 2,000 yuan to 5,000 yuan for the models going to the countryside, and the maximum may reach more than 8,000 yuan, and will introduce different comprehensive preferential measures according to the differences of models.
The data shows that the number of cars per 100 households in rural China has increased from 9.9 in 20 13 to 22.3 in 20 18. With the steady development of China's economy, consumers in small and medium-sized cities and rural areas have the purchasing power of small electric vehicles. The insiders believe that if all auto companies can make full use of the policy of new energy vehicles going to the countryside, it is expected to boost the market increment of new energy auto companies 1000 billion.
Xu Haidong said that with the continuous advancement of the fight against poverty, the per capita disposable income of rural residents in China has maintained rapid growth in recent years, and more and more rural residents in towns and villages have entered the development stage of "upgrading the consumption of agricultural vehicles to automobiles" and become potential new automobile consumption groups. Therefore, it will play an important role in the development and stability of the new car market in China to promote this part of consumers to buy cars or upgrade their consumption.
In recent years, China's electrified products such as four-wheel low-speed electric vehicles have developed rapidly in the rural market, and the number of four-wheel low-speed electric vehicles in China has exceeded 6 million, indicating that rural consumers have a huge demand for electrified vehicles. With the further increase of farmers' income, the consumer groups will continue to expand. In particular, rural consumers have accepted pure electric vehicles and become accustomed to electric travel, which has laid a good foundation for promoting new energy vehicles. The Research Report on Electric Vehicle Travel in Rural China released by China Electric Vehicle committee of 100 shows that the acceptance of electric vehicles by rural residents increased by 19% in the past year. If they upgrade to buy new energy vehicles, it will bring huge increment to the market.
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Wang Binggang, head of the National Expert Group on Innovative Engineering of New Energy Vehicles, believes that the third-and fourth-tier markets and rural markets are huge markets. Although the market is small now, it has great potential and will be one of the incremental markets for new energy vehicles in the future.
According to the survey results of "China Rural Electric Vehicle Travel Research Report" issued by committee of 100, the demand of rural residents for electric vehicles has three elements: one is to meet the needs of life and production at the same time; the other is that the vehicle price is less than 50,000 yuan; and the third is that the basic cruising range is more than 200 kilometers. China Rural Electric Vehicle Travel Research Report pointed out that at present, the driving range, charging speed, power and other performances of electric vehicles have reached the expectations of rural consumers. However, due to the poor price competitiveness of fuel vehicles, low-speed electric vehicles and some low-profile products are mainly selected, and rural residents have insufficient motivation to choose electric vehicles. At present, the price difference between the supply side and the demand side is about 20,000 yuan.
As the organizer of this rural activity, China Automobile Industry Association did a lot of research before the announcement. Xu Haidong said that from the survey, the technical level of new energy vehicles and the pain points of potential consumers in rural areas need to be solved.
First of all, from the demand point of view, rural residents can meet it through motorcycles and agricultural tricycles; In terms of the demand for replacing agricultural vehicles, 57% of the households indicated that they needed to replace agricultural vehicles within five years, while 42% indicated that they were unwilling to replace agricultural vehicles because of their small planting scale, high replacement cost and low practicality.
Secondly, from the perspective of purchasing power, the cost of buying a car by rural consumers is mostly below 50 thousand yuan, and it is difficult for the cost of new energy vehicles to reach this price; In terms of purchase intention, rural residents pay attention to material benefits and durability, and most of them are agricultural transport vehicles. The purchase intention is 0.5 million yuan-1 10,000 yuan, accounting for 3 1%. Affected by the epidemic, the income of rural residents decreased, which seriously affected the purchasing power of the rural market.
Secondly, the short driving range of new energy vehicles is an important pain point for rural users, especially after the power battery is used for two to three years, the cruising range in winter drops rapidly from 50 kilometers to 3 kilometers. Moreover, the competitive advantage of new energy vehicles with the same price is not obvious compared with traditional fuel vehicles in terms of vehicle size and configuration; In use, the charging infrastructure in rural areas is weak and it is difficult to meet the demand. The design system of rural distribution network does not consider new energy vehicles from the electrical standard, and there are hidden dangers in charging safety.
In addition, in terms of after-sales service, the sales network of most new energy vehicle companies, especially the after-sales part, is under construction. Because of the difference between the new energy power system and the traditional fuel vehicle, the maintenance problem is one of the factors restricting the purchase of rural users, which is mainly reflected in the lack of maintenance technicians and spare parts.
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In Wang Binggang's view, the new energy vehicles going to the countryside mainly replace the fuel vehicles in the rural market now. Car companies need to consider what kind of electric cars the rural market needs. Electric vehicles in rural markets must be multifunctional, which can pull people and goods, and even be used as power. If we can develop electric vehicles that meet their needs, are cost-effective and competitive in the rural market, the market acceptance will definitely increase, and the sales volume will also increase significantly. In the long run, there will definitely be more electric vehicles than fuel vehicles in the rural market in the future.
Xu Haidong believes that the activity of new energy vehicles going to the countryside is mainly to promote the development of new energy vehicles in the rural market, let rural consumers know the advantages of new energy vehicles, let automobile manufacturers produce new energy vehicle products that meet rural consumers, and adopt a more market-oriented way to promote the market-oriented development of new energy vehicles. It is not enough to promote new energy vehicles only by one activity. It also needs the long-term promotion of the government and industry, as well as the continuous efforts of automobile manufacturers.
Experts suggest that if rural areas are to become a new engine for the consumption development of new energy vehicles, and micro-electric vehicles with shrinking market share in large and medium-sized cities are introduced to rural areas to obtain new development opportunities, it is necessary to make the policy long-term. If the policy of new energy vehicles going to the countryside is long-term, and then market-oriented means are used to urge car companies to continuously develop and launch models that meet the consumption needs of the rural market, the original intention of the policy of new energy vehicles going to the countryside can be truly realized.