Lead: A few days ago, the Passenger Transport Association released the express of retail sales ranking in August 2022. Among them, in the Top15 of the car market, BYD emerged three models, namely BYD Qin (37,511 units), BYD Han (25,987 units) and Dolphin (23,298 units). It must be said that from the performance in recent months, BYD really got up. Today, the model we want to talk about is BYD Han. This model with an average price of 250,000+has sold more than 20,000 for four consecutive months, which is obviously worth mentioning separately.
Reasons for BYD Han’s sales from 10,000+to 20,000+
From February to April this year, BYD Han’s sales performance showed a steady increase, but they all hovered around 10,000 units. In May, BYD Han’s sales increased by leaps and bounds to 20,000+,and it has achieved a month-on-month growth for four consecutive months. Then, from 10,000+in April to 20,000+in May, what is the reason behind the sharp increase in BYD Han’s sales?
In fact, BYD launched a brand-new BYD Han model in April, in which the popular DM-i super hybrid was replaced for Han’s hybrid model, although it arrived late; At the same time, the Han EV model also uses a larger battery in exchange for longer battery life and stronger power. At the same time, compared with the old model, the new model has been obviously upgraded in appearance, interior, configuration, car machine and other parts, and the comprehensive product strength has been improved more than a little compared with the old model. Therefore, in terms of attractiveness and competitiveness, this car is naturally much stronger.
From the above, it is not difficult to find that the overall progress speed of BYD is not limited to new energy technologies, which is visible to the naked eye. In 2020, BYD Hanxiang was launched, and in the past two years, BYD Hanxiang has made many innovations. One month after the listing of the brand-new BYD Han, the sharp increase in market sales performance is also the best embodiment of BYD Han’s strength.
Is BYD’s brand going up?
So, judging from BYD Han’s sales performance and BYD’s average bicycle price, has BYD’s brand upward road achieved results?
Undeniably, BYD is the only independent brand that has an average transaction price of 250,000+and can sell 20,000+in a single month. At the same time, this performance makes BYD naturally hook up with the brand.
Only when you have strength can you have confidence. Relying on leading technologies such as DM-i, blade battery and independent power generation, BYD dares to enter the market of 200,000-300,000. Of course, from the overall performance, it is not just to raise the price to gain high-end recognition, but to be able to live up to its price in comprehensive strength, and at the same time, it is relatively superior to the joint venture competing models of the same level and price, whether in Han or Tang.
On the whole, BYD, whose price range covers 40,000-340,000 yuan, successfully surpassed Volkswagen’s 145,400 yuan with an average price of 153,200 yuan in January last year, and it is still showing an upward trend. According to the latest data this year, BYD’s average transaction price rose to 174,000. It is obviously very convincing to compare it with the best-selling and most recognized public in China. Of course, it is not difficult to find that BYD is now catching up with the joint venture brand represented by Volkswagen in all directions. This can’t help but make people sigh that Volkswagen may still be the same Volkswagen, and BYD is not the same BYD as before.
Obviously, the increase in the average price of BYD models is not only brought by the brand’s mid-to high-end models. In the 100,000-200,000-level market, the prices of BYD-related models have also increased significantly compared with the past. For example, the price of Qin PLUS for A-class cars has been confidently set at 175,800, and the new energy price of Song PLUS has reached 216,800. Similarly, its price increase is driven by product strength. The above two, the sales results in August were 38,000 and 42,000 respectively.
Therefore, considering the average bicycle price and overall sales volume, we can’t deny that BYD’s brand is on the way up.
BYD has set up a beam of light for its own brand.
In the past two years, most of the independent brands have been shouting about brand upward, and they have also put them into practical action, but the benefits and effects are very small. As we all know, most self-owned brands start with low-end models, so their impressions in the eyes of Chinese people are relatively low-end. Now, although it takes a lot of practical actions to make brands go up, it is undoubtedly not easy for consumers to recognize them. Difficult, but it doesn’t mean impossible. The initial success of BYD’s high-end brand has undoubtedly made a good start for other independent brands that take the road of brand upward, and at the same time set up a beam of light.
BYD’s success, in addition to taking the lead in identifying the forward-looking vision and strategy of the new energy track, we also need to pay attention to the leading strength of new energy technology and products themselves.
The penetration of new energy wave has undoubtedly opened up a new track for the market, and this track is also the most likely place for independent brands to succeed.
Nowadays, independent brands have gradually entered this new energy track. We can not only see BYD at the forefront, but also the hybrid technologies and models of these fast-responding independent brands, such as Geely Raytheon, Chery DP-i, Great Wall Lemon, Changan IDD, followed closely and chased after BYD’s leading position.
Achuan pingche
Generally speaking, from the success of BYD’s high-end model, Handan’s monthly sales volume of 20,000+,to BYD’s rapidly increasing average bicycle price and excellent sales volume, we can see the fruitful results of BYD’s focus on new energy. At the same time, it also points out a direction for other independent brands to go up, that is, to enter the new energy track. I hope that in the next few years, we can see more independent brands relying on the new energy track to complete the brand-up strategy and surpass the joint venture brands in an all-round way. (Text /Shen)
