How will new energy vehicles run in the next 15 years? This document points out a new path of development.

  New Energy Automobile Industry Development Plan (2021— In 2035), it is proposed that the core technology of China’s new energy vehicles should reach the international advanced level in 2035, and the quality brands have strong international competitiveness, and it is pointed out that it is necessary to improve the infrastructure system and improve the service level of charging infrastructure — —

  Reporter Li He

  New energy vehicles have become the main direction of the global automobile industry transformation and development, and also an important engine to promote the sustained growth of the world economy. For China, developing new energy vehicles is the only way to move from a big automobile country to a strong automobile country, and it is also a strategic measure to cope with climate change and promote green development. Since 2010, China’s new energy vehicles have grown rapidly at an average annual rate of double. In 2019, 1.06 million new energy passenger cars were sold, ranking first in the world for five consecutive years. With the development plan of energy-saving and new energy automobile industry (2012— After the end of 2020), how should China’s new energy automobile industry develop?

  On November 2nd, General Office of the State Council announced the Development Plan of New Energy Automobile Industry (2021— 2035) (hereinafter referred to as "Planning") emphasizes the need to seize strategic opportunities, give full play to the advantages in infrastructure, information and communication, continuously enhance the core competitiveness of the industry, and promote the high-quality and sustainable development of the new energy automobile industry.

  With strong competitiveness, the core technology has reached the international advanced level.

  The Plan is divided into eight chapters, including five key tasks, five column tasks and five "three 5s" of safeguard measures. Xin Guobin, vice minister of the Ministry of Industry and Information Technology, said that as a programmatic document of the new energy automobile industry, the main highlights of the Plan can be summarized as "four new ones", namely, adapting to the new situation, adapting to new requirements, proposing new development paths and defining new development directions.

  The new situation means that with the vigorous development of the new round of scientific and technological revolution and industrial transformation in the world, new energy vehicles integrate new energy, new materials, Internet, big data, artificial intelligence and other revolutionary technologies to promote the transformation of vehicles from simple means of transportation to mobile intelligent terminals, energy storage units and digital spaces, and promote the optimization of energy consumption structure, the improvement of transportation system and the intelligent level of urban operation; Emphasizing "market leading" requires giving full play to the decisive role of the market in resource allocation, strengthening the dominant position of enterprises in the selection of technical routes and the construction of production and service systems, giving full play to the role of the government in strategic planning and guidance, formulation of standards and regulations, quality and safety supervision, maintenance of market order, and green consumer guide, so as to create a good environment for industrial development.

  The Plan proposes that by 2025, the competitiveness of China’s new energy vehicle market will be significantly enhanced, and the sales volume of new energy vehicles will reach about 20% of the total sales volume of new vehicles, and the long-term goal of "in 2035, the core technology of China’s new energy vehicles will reach the international advanced level, and the quality brands will have strong international competitiveness".

  Xin Guobin said that at present, there is still a certain gap between new energy vehicles and traditional fuel vehicles in terms of purchase cost and charging convenience. To promote the goal that the sales volume of new energy vehicles will reach about 20% of the total sales volume of new vehicles in 2025, it needs to be promoted from both the supply and demand sides. On the supply side, it is necessary to continuously strengthen technical research around key factors such as reducing costs and improving safety, develop advanced, applicable and reliable products, and accelerate the formation of greater market competitive advantages; On the demand side, it is necessary to strengthen policy guidance, introduce preferential policies to encourage the use of new energy vehicles, optimize classified traffic management measures, encourage business model innovation such as power exchange, accelerate the electrification of vehicles in public areas, increase the promotion of new energy vehicles to the countryside, and continuously improve the user experience.

  Cui Dongshu, deputy secretary-general of the National Passenger Car Association, said that in terms of power consumption, the Plan proposed that by 2025, the average power consumption of new electric passenger cars would be reduced to 12 kWh/100 km. This is 1 degree higher than the 11 kWh/100 km of its exposure draft. In essence, it is to encourage the development of high-end new energy and should give it more room for development.

  Driven by innovation, deepen the "three verticals and three horizontals" R&D layout

  Xin Guobin said that China’s new energy automobile industry has developed to this stage, and there are still problems such as weak core technology innovation ability, quality assurance system to be improved, lagging infrastructure construction, service model to be innovated and improved, imperfect industrial ecology, and increasing market competition.

  Telly, director of the High-tech Department of the Ministry of Science and Technology, said that from the whole development experience of new energy vehicles, the supporting and leading role of scientific and technological innovation in its development is very obvious.

  In order to promote the realization of the goal, the Plan puts forward the basic principle of "innovation drive" and the special chapter of "improving the ability of technological innovation", and also emphasizes deepening the layout of "three verticals and three horizontals". "Three verticals" refer to pure electric vehicles, plug-in hybrid electric vehicles and fuel cell vehicles, and "three verticals" refer to power batteries and management systems, drive motors and power electronics, networking and intelligent technologies.

  "For the power battery, the core component of new energy vehicles, it will be deployed in advance in terms of new systems, new materials, new processes and new structures, and promote the development of power batteries in the direction of high specific energy and high safety; For fuel cells, we will focus on supporting core materials such as proton exchange membranes, catalysts and carbon paper, as well as key technologies related to hydrogen energy, and work hard on high performance, long life and low cost of fuel cells. " Telly said that around intelligence, networking and lightweight, we will speed up the layout of a new generation of information technology and focus on promoting the development of autonomous driving technologies and equipment such as vehicle control operating systems and computing platforms and vehicle-level chips; Strengthen the technical layout of new materials and support the research and development of silicon carbide power devices, lightweight materials and low-cost rare earth permanent magnet materials. We will increase support for scientific and technological innovation platforms such as the National New Energy Vehicle Technology Innovation Center, build a national strategic scientific and technological force for the national new energy vehicle industry, and provide support for the research and development of common key technologies in the industry.

  Xin Guobin said that in addition to strengthening innovation drive, it also pays attention to standard guidance, which will promote the formation of a technical standard system based on vehicle-road coordination and reflecting Chinese characteristics. Accelerate the deployment of 5G communication base stations, promote the transformation and upgrading of intelligent roads, and organize manned loading tests and large-scale application demonstrations.

  Improve infrastructure and promote the construction of charging and replacing network

  China has built the largest charging network in the world. As of September this year, 42,000 charging stations and 525 power stations have been built nationwide, with 1.42 million charging piles of various types, and the ratio of vehicles to piles is about 3.1: 1.

  "Charging and replacing electricity infrastructure is a key link in the development of new energy vehicles and an important support for industrial promotion. On the whole, compared with the promotion and application scale of new energy vehicles, the construction and development of charging facilities still cannot meet the needs of consumers, and it is necessary to increase construction efforts and optimize structural layout. " Xin Guobin said.

  The Plan proposes to "improve the infrastructure system", promote the construction of the charging and replacing network, scientifically arrange the charging and replacing infrastructure, and strengthen the overall coordination with urban and rural construction planning, power grid planning and property management, and urban parking. Relying on "internet plus" smart energy, we will improve the level of intelligence, promote the charging service mode in residential areas with intelligent and orderly slow charging as the mainstay and emergency fast charging as the supplement, accelerate the formation of expressways and urban and rural public charging networks with moderate advance, fast charging as the mainstay and slow charging as the supplement, encourage the application of power exchange mode, and improve charging convenience and product reliability.

  According to the data provided by the Ministry of Finance, in order to support local governments to speed up the construction of charging infrastructure, from 2014, the central government will give incentives to local governments to carry out charging infrastructure construction. So far, the central government has issued a total of 4.5 billion yuan of incentive funds, forming a development pattern of coordinated promotion between the central and local governments.

  "In the past, users had mileage anxiety, and driving new energy vehicles could not run far, so they could only run in the city. Now, some expressways have built networked charging and power exchange facilities. " Xin Guobin said that to solve the mileage anxiety, in addition to continuing to increase the construction of charging piles, it is also necessary to consider the problem of making full use of existing charging piles. The existing information management technology can be used to bring all charging piles into a management platform and share them as much as possible. With the continuous expansion of market capacity, the construction layout of charging piles will be more scientific and standardized.

  The Plan also proposes to improve the service level of charging infrastructure. Guide enterprises to jointly establish a charging facility operation service platform to realize interconnection, information sharing and unified settlement. Strengthen the research and development of technologies such as safety monitoring and early warning of charging equipment and distribution system, improve the safety, consistency and reliability of charging facilities, and improve the level of service guarantee.

Under the epidemic situation, the beauty industry entered the Warring States Period: Where is the outlet for brands with frequent price-breaking live broadcasts?

Every reporter: Zhang Xiaoyin Every editor: Wen Duo

The domestic cosmetics retail industry is gradually recovering.

According to the data of the National Bureau of Statistics, from January to July this year, the total retail sales of consumer goods nationwide decreased by 9.9% year-on-year, but the retail value of cosmetics products gradually recovered, with a cumulative year-on-year increase of 1%. In the previous quarter, the retail value of domestic cosmetics products once fell by more than 13%.

From the sharp decline to the gradual recovery, many beauty brands are trying to adapt to the special consumption environment: the head international brands have increased their promotion on the e-commerce platform, and the live broadcast room has become a "heavy place" for the marketing of major brands.

However, for the new Xiaomei makeup brand, the low-price strategy is obviously unsustainable. From the current fiery live broadcast industry, there are "sales myths" and "tragic rollover". Behind the rapid increase in sales, there are also hidden concerns about high return rate. How can beauty brands play the live broadcast card well?

Under the epidemic situation, one of the measures taken by many beauty brands to boost sales is to exchange price for quantity. Even for international brands with stable pricing, "promotion" has become something that has to be done now.

Jian Weiqing, president of Taomei Beauty Business Association, described this year’s beauty industry as "the Warring States Period". "The market competition is too fierce. We made an analysis during the’ 618′ period and found that the promotion efforts of mainstream brands this year can be said to be’ unprecedented’, especially the cross-border big brands. The shipment prices have plummeted this year, and many brands have dropped by 20% to 30% compared with previous years."

Zhongtai Securities related research report pointed out that during the "618" period this year, platform and brand discounts increased. On the platform side, the discount and duration of Tmall’s "6.1 Activity" were expanded and extended respectively. In terms of brands, the pre-sale prices of major items of international brands with stable pricing in "618" are close to last year’s "Double Eleven". According to the data of the research report, from the data of the "6.1 Activity", the sales of Tmall beauty products broke through 100 million yuan in one minute and 500 million yuan in 22 minutes that night. One hour after the opening, the sales of L ‘Oreal, Estee Lauder, Lancome and OLAY exceeded 100 million yuan. Two hours later, the sales of 61 beauty brands such as Estee Lauder, SKII and HR exceeded the whole day of last year.

Under the epidemic situation, the online transaction volume of international brands has increased significantly. In this regard, Tu Xian, the head of Taobao’s global purchase brand and supply chain, has the same feeling: "Under the epidemic, the growth rate of global purchase is very fast, reaching 30% to 40%, of which the fastest growth rate is the bonded mode, while the direct mail mode shows a downward trend. Because of the restrictions on leaving the country this year, our buyers can no longer run overseas, so our overseas direct mail business has dropped by about 13% compared with last year."

The figure further indicates: "From the perspective of the entire Haitao market, the growth rate of Haitao people is very fast this year. We predict that the number of people who pay attention to Haitao goods will reach 235 million this year. In the entire Taobao ecosystem, nearly one-third of the 800 million monthly users focus on overseas brands."

The figure also mentioned that affected by the epidemic, Taobao Haitao beauty market has undergone three changes: first, the consumption classification brought by segmentation, local care such as head and eyes have become the habitual demand after the epidemic, and the sales of nose paste, eyelash growth liquid, mask, hair dye cream and eye essence have increased significantly; Second, the beauty users are younger, and the generation after 00 and generation Z are the fastest growing groups of beauty consumption, with a per capita expenditure of 1713 yuan/year, far exceeding the traditional quality population after 80; Third, product ingredients exceed brand awareness and other factors, which has become the first choice for consumers to consider new products. More than 50% Haitao users will pay attention to the main functional ingredients of products when purchasing cosmetics.

With Li Jiaqi and other head anchors creating sales "myths", many company executives also walked into the live broadcast room to bring goods. Under the superimposed epidemic, physical sales suffered setbacks, and "live broadcast" became the key word of online sales of major brands, especially in the online beauty industry, where the original sales relied heavily.

Image source: vision china

In the past six months, many cosmetics brands have tried to seek new sources of growth. However, under the hot live broadcast, the repeated rollover of brand live broadcasts and the frequent price break of big-name cosmetics have also brought thoughts to enterprises: How long can the price war in the live broadcast room last? How do new and small brands get a slice of the pie from big names?

According to Zhang Mofan, the anchor of Red Man and the founder of Meimo Emore brand, many brands entering the live broadcast room hope to get short-term sales promotion through live broadcast, but ignore the high return rate behind the promotion. "In fact, we pay great attention to the long tail effect and commodity return rate in live broadcast. I think these can represent your brand. The ultimate goal of live broadcast should be to let consumers buy because of the brand, not because they are discounted today. However, during the live broadcast, I found that many brands are particularly anxious, and they will ignore consumer cognition and brand tonality, and only remember the transformation and promotion. Therefore, we will see many brands overturned in the live broadcast, because he did not lay the foundation of the brand itself, and immediately promoted it, relying on impulse consumption of consumers to temporarily increase sales, and finally the return rate was very high. "

In fact, although the low-price strategy of live broadcast can break through the sales bottleneck through the "hawking" of the red anchor on the one hand, on the other hand, many brands are beginning to worry that the low-price promotion used in the live broadcast room will have an impact on their own brand image.

Jian Weiqing, president of the Taomei Beauty Business Association, said: "Since this year, due to changes in brand ecology and the international consumer market, there have been many cases of brand price breaks in the industry, which actually has a great impact on small and medium-sized brands and retailers, because small and medium-sized brands are more dependent on the channels of small and medium-sized retailers. However, as small and medium-sized retailers, they don’t have the traffic of big brands, and the traffic of big brands is in the hands of mainstream platforms, super big anchors and absolute head-on operating companies. Therefore, if big brands go down to seize market share, small and medium-sized brands will be under great pressure. "

With the price reduction of big brands, where is the way out for the new Xiaomei makeup brand?

Image source: photo network

Jian Weiqing believes that it is not wise to spell the price for the new Xiaomei makeup brand. "Personally, I think it is necessary to stick to the price strategy, which is the lifeline of a brand. New and small brands must pay attention to it. If some big brands dive in price, it is only a short-term strategy. The price of big brands will dive in a short period of time, the brand will be wiped clean, and new clothes will be replaced. You can still go ashore, but if new and small brands follow suit, the C-end will label the brand as low-priced, so it is difficult to go back." Jian Weiqing said.

According to Huang Yong, the founding partner of Baojiehui Innovation Consumer Fund, if domestic beauty brands want to be unicorns, they need to aim at subdivided tracks. "From the past experience, in the field of beauty care, great companies, such as Durex and Weiting, are easy to appear on the subdivided track. Although the category is not big, if the brand becomes the champion on the subdivided track, the market is very big. From the current beauty care industry, I think the product combination of high-priced instruments and consumables such as beauty instruments and essence is the easiest to go abroad. " Huang Yong said.

In addition, Huang Yong said in an interview with national business daily that although beauty brands were affected in retail during the epidemic, from the perspective of the capital market, the popularity of investing in beauty brands remained unabated. "In the past, we saw domestic beauty brands with perfect diaries, flowers and other heads. In fact, this is just the beginning. From the overall trend, China’s beauty industry has been developing at a high speed, and the research and development and production capacity of domestic beauty brands have been improved, and now we can make good products. We predict that in the future, we will have cutting-edge domestic brands in various segments. At the same time, we believe that in the next ten or even twenty years, China’s Procter & Gamble, Unilever and L ‘Oreal will appear. " Huang Yong said.

Cui Jing, vice chairman of Cosme Beauty Group, expressed his optimism about domestic beauty products. He told national business daily that Cosme Beauty has launched a minimum order quantity of 500 as a beauty OEM. "According to our experience, in fact, local beauty companies in China often do better in localization than international brands. We hope to provide support to local beauty companies in China and reduce their trial and error costs by reducing the minimum order volume." Cui Jing said.

national business daily