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On September 7, at the 2013 China Automotive Industry Development (TEDA) International Forum, Vice Chairman of the National Committee of the Chinese People's Political Consultative Conference and Minister of Science and Technology Wan Gang revealed that the State Council has formally approved a new round of demonstration and promotion programs for new energy vehicles, which will be officially launched in the near future. . The new plan will fully embody the idea of ​​implementing a pure electric-driven transformation strategy proposed by the State Council's energy-saving and new-energy automotive industry planning. The goal is to stimulate the technological innovation of enterprises and the enthusiasm of local governments to promote the market.
It is reported that currently the four ministries and commissions are actively formulating the implementation rules for a new round of new energy vehicle demonstration and promotion programs, mainly accelerating the implementation of subsidy funds and stimulating the innovation of new energy vehicle business models in order to break the bottleneck of the traditional market. The car companies this year, with the gradual maturity of technology and models, but also speed up the layout of the market.
Changing financial subsidies
"A new round of national support policies, based on summing up the experience, problems, and deficiencies in the first phase of promotion, fully embodies the idea of ​​implementing a pure electric drive transformation strategy proposed by the State Council's energy conservation and new energy automotive industry planning. The goal is to Incentives for technological innovation in enterprises and local mechanisms to promote the market.†Wan Gang said that the main content of the new round of encouragement policies will be based on new energy vehicles as the main demonstration, with experimental cities as the core to establish pilot areas, expand the scope of radiation, accelerate regional electric vehicles The promotion will change the original way of subsidizing financial funds and accelerate the implementation of subsidy funds. The promotion of hybrid vehicles throughout the country provides a series of policies for the construction of charging stations.
At present, while the policy is constantly being revised to better support the market, the car companies that are the main players in the market have already started a new round of promotion and are stepping up their efforts to deploy the market.
Increase encouragement of business model innovation
However, as a strategic emerging industry, new energy vehicles, while policies continue to convey good news, is still placed in front of the market is still how to find a more effective business model?
“High-speed rail and inter-city trains have become the first choice for personal transportation between cities. The business model of time-share car rental is not only welcomed by business travelers, but also favored by young people. With the construction of metros in major cities, the optimization of ground bus routes has continued. It also created new business opportunities for electric buses and taxis. The online shopping market is developing rapidly, and the demand for small-scale electric logistics vehicles in the city has increased rapidly and the market is vast.†Wan Gang stated that it is necessary to break through the traditional automotive application methods and business models. The promotion of new energy vehicles places great emphasis on the development of green transportation and the transformation of emerging industries, and strives to create new models and cultivate new markets.
The analysis pointed out that from the experience of domestic and foreign demonstrations, the cost price of electric vehicles is high, but the operating costs are very low, and the appropriate business model can be used to distribute the benefits, forming the market power and the joint force of extensive application. At present, the innovative business model has designed a number of local county government regulations, and the enthusiasm of enterprises and localities is very high.
“Compared with traditional automobiles, new energy vehicles have undergone major changes in their structure, working principles, and usage patterns. Therefore, the promotion of new energy vehicles cannot copy the business model of traditional vehicles, and it is difficult to achieve breakthroughs in electric power technology in the short term. Under the conditions of sexual progress, we must attach importance to the innovation of business models.†Zhang Guobao, member of the Standing Committee of the National Committee of the Chinese People's Political Consultative Conference and deputy director of the Economic Commission, also stated that starting from the characteristics of new energy automotive products, through the innovation of the business model, the short course of life and high cost of acquisition should be eased. The inconvenience caused by long charging time and other factors will increase the competitiveness of new energy automotive products, expand the market size of new energy vehicles, and provide auto parts related services to promote the joint development of upstream and downstream industrial chains of new energy vehicles.
It is reported that Tesla, an electric vehicle manufacturer that has been very active recently, has proposed to produce products for niche first according to the characteristics of the market, and then make it more acceptable to mid-price customers, and finally produce three popular products. Step by step strategy, based on the vehicle's innovative design and development, using a combination of experiential marketing and e-commerce sales model, to the traditional car dealer network layout, has gained market recognition.
In addition to the introduction of new incentive policies and the unravelling of business model innovation, infrastructure has also become a major bottleneck for the development of new energy vehicles. “Electric car price formation value, market-oriented operation model innovation and other issues, we must in-depth study of the business model of charging facilities, and actively mobilize the enthusiasm of multiple parties involved in infrastructure construction and operations, as soon as possible to form a reasonable distribution of benefits and “Open and sustainable infrastructure operation mechanism.†Wan Gang pointed out that in the new round of new energy vehicle promotion process, more attention should be paid to the construction of charging facilities and the construction of networking, and the basic construction and the business model of the operating entity should be clarified.