"Seeing him lift a tall building, seeing him entertain guests and seeing his building collapse"-BAIC New Energy. This brand, which ranked first in the sales of pure electric vehicles in China for seven years in a row, was heavily left behind in 22.

Beiqi New Energy was established in 29, and it is one of the earliest car companies in China to set foot in new energy vehicles. At the same time, it is also the first new energy automobile enterprise to obtain new energy automobile production qualification, the first independent operation, the first mixed ownership reform and the first batch of pilot state-owned enterprise employee stock ownership reform.

following the policy spring breeze of the golden age, in 218, BAIC New Energy was listed on the backdoor, becoming the first new energy vehicle enterprise in China to be listed on A shares. And has launched EC series, EC series and EU series models, which used to be frequent visitors in the forefront of the domestic new energy sales list.

It can be said that before 22, BAIC New Energy had a glorious history. However, with the increasing competition in the domestic new energy auto market and the adjustment of policies, BAIC New Energy is now struggling.

Since the sales volume exceeded 19, vehicles in December 219, the sales volume of BAIC New Energy continued to plummet in 22. Except for a few months, the monthly sales of BAIC New Energy are mostly below 2, units. According to the data just released, the sales volume of BAIC New Energy in November was only 1,754 vehicles, down 74.96% year-on-year. In the first 11 months of this year, the cumulative sales volume of BAIC New Energy was only 24,877 vehicles, a year-on-year decrease of 78.18%.

but in fact, the decline in BAIC's new energy sales is both expected and unexpected.

as expected, although the sales volume has remained high in the past, in terms of technical reserves, BAIC New Energy has always focused on low-end electric vehicles, which is very different from BYD. The unexpected main reason is that after all, Beiqi New Energy has accumulated for so many years, especially in the northern region dominated by Beijing, its market share is still very high. I just didn't expect that it was only a "big cold wave" in 22 that pulled him out of the spotlight, and there was no chance to struggle.

Then the question comes. Where did BAIC New Energy go wrong from the industry leader to "routed"? And released a high-end new car ARCFOX some time ago? Where does αT confidence come from?

product line deformity is the original sin of sales avalanche

First of all, from the performance of BAIC's new energy market. I don't know if you have noticed that Beiqi New Energy, which is currently running on the market, is either renting a car online or enjoying a car, and the proportion of private cars is very small, and this abnormal development direction is one of the key reasons for its "rejection".

it is undeniable that in the early stage of new energy development, the involvement of B-end customers, such as car-sharing and car-sharing, can indeed bring some benefits to product sales and brand awareness. However, with more and more vehicles available to B-end customers, the market share of new energy for BAIC will naturally decrease gradually, not to mention that the B-end market was originally a cake with basically the same size.

for this reason, consumers tend to think that BAIC's new energy is "taxis and online car rides", so no matter EU,? EC is also an EX series model, which is more likely to be mistaken as synonymous with a certain network car.

the inability to update products is also a big thunderstorm

In retrospect, in 219, BAIC New Energy EU5 was the main force in terms of positioning, product strength, price and other dimensions, and in 219, it also won the sales crown in the market segment. According to the consistent logic of the market, the models that can sell hot in 219 should be able to continue to maintain their popularity in 22.

But in 22, Tesla came, followed by P7 and Han, and brought consumers who originally chose electric cars only to occupy the demand for numbers to the B-class market. At this time, the main selling product EU5, which has been the main electric A-class market, has obviously been unable to keep up with the pace of the market. The change is only to conservatively increase the battery life to 5KM by software under the condition that the battery is unchanged, but at this point in time, the models that can be played on the market have long been the world of 6km clubs. Consumers only look at the numbers, and when they look at the numbers, they will naturally turn to new products.

In the past, besides EU5, there was also a small car EC. In the market segment of EC5, since the birth of Euler and Wuling this year, the sales volume has been extremely hot. The reason why BAIC EC didn't sell well before and was not valued by consumers was mainly the LOW shape. But this problem is actually very easy to solve. BAIC itself is not without international big-name designers. It is not difficult to make a makeover and make it fashionable. It is not difficult to catch up with the popularity of exquisite small electric vehicles this year, and it may be able to ride the wave if it is launched below 5,. As a result, BAIC New Energy abandoned this small car product line from the palace early, which can only be said that it failed to cherish its first-Mover advantage.

What's more, the product quality and follow-up service of BAIC New Energy in the mainstream market have always been criticized by consumers. The declining sales volume is naturally inseparable from the quality of its products. Since the beginning of this year, the continuous deflagration of Beiqi New Energy has made the market performance which is not optimistic worse.

the high-end road has not played an attractive role

BAIC New Energy seems to understand that it is difficult to form a climate only by relying on low-end electric vehicles. In the second half of this year, it launched its first high-end brand model ARCFOX? αT。 But in the era of personalized electric vehicles, what is it? In one breath, De Silva's appearance endorsement, L2.5 autopilot system, Magna standard blessing and the maximum comprehensive endurance of 65+ were offered. With so many advanced endorsements, judging from the market feedback after the launch of new cars, netizens don't seem to buy it, and there are still many questions.

although it is a new brand with a high-end route, with BAIC New Energy as its predecessor, ARCFOX is still inevitably affected by the questioning of product quality.

the foundation of the car looks good. It is manufactured by Genna, and it can really be used for ARCFOX? After all, Magna has worked for BMW 5 Series, Jaguar I-PACE and Toyota GR? Supra, Mercedes-Benz G-class and other models are OEM. But the bonus item is the work of the whole vehicle, and the core of the pure tram is the three-electric system, which has nothing to do with Magna.

It is claimed that it was built by De Silva, and it adheres to the original "borderless" design concept. On the whole, it does look very different from the EU series, but it has to be said that the design of the αT front is similar to G3, the earliest "testing water" product in Tucki.

At the beginning, users held high the OTA system, and made many rounds of tests, giving feedback back and forth, but so far no updates have been seen. This is not a technical problem, not a test problem, or I don't know where there is a problem.

and in terms of the entry price of 241,9, in addition to the Tesla Model? 3 In addition to the head-on confrontation, it is also indispensable to compete with Tucki P7, Weilai ES6 and other models for the market. Tesla has ever-decreasing prices and never-decreasing pressure, Tucki has the first echelon of autonomous driving technology, and Weilai is unique in changing electricity and services. Objectively speaking, ARCFOX? αT's products have no unique highlights to support the current price.

what's more, there are countless people complaining about ARCFOX? The car name αT can't be typed, and it can't be read. Although it is biased to talk about whether a new car can be popular from the perspective of naming, it is undeniable that in the era of rapid information dissemination, the communication effect is also a shrewd marketing tool. Whether it is the new car product strength or the naming method, it will eventually enter the market and want to gain a foothold, or it will bring users highlights that competing products do not have at this stage.

obviously, ARCFOX? The market acceptance of αT did not meet the expectations of BAIC New Energy, nor could it save its "building collapse" caused by comprehensive factors such as abnormal market direction, weak product end update, and lightning storm of quality and reliability.

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This article is from the author of ChejiaNo. in car home, and does not represent car home's viewpoint.