Under the tide of rising prices of new energy, there are 4S stores that set more than 9 cars a day.

Even though the brands they work for are very different, in recent days, almost every friend circle selling new energy vehicles has been forwarding such a picture:

The picture comes from the network

Since Tesla started a new wave of new energy vehicle price hikes on March 1th, including BYD, Euler, Wuling, Weimar, Tucki, Nezha and Zero Run.

"There is no skill in saving money. It's all about buying early."

The joke that once circulated in the real estate market has now become a reality in the new energy vehicle market.

NO.1[ Price increase announcement becomes a "harvesting weapon" ]

In the new energy vehicle market, if the most stimulating thing for people to place orders was the preferential strength, now the most attractive factor seems to be becoming a price increase announcement.

The sales of a first-line brand of new energy vehicles told SAFE that the day before the price increase, more than 9 vehicles were ordered in his 4S shop.

On the Cheyou Forum of Easy Car and other platforms, when someone uploaded a quotation and asked if the price given by the 4S store was appropriate, the attitude in the comments also changed from the previous "black" of various 4S stores to "make a decision before the price increase".

even before, some brands released price increase information in advance to "entice" consumers to place orders. In this round of price increase, most brands quickly adjusted their prices within a short time after the price increase announcement was issued, and even did not give consumers any reaction time.

Take BYD and Wuling as an example, there is only a 1-minute interval between the announcement and the official price adjustment.

As to why the adjustment is made so quickly, some people in the industry who are close to the terminal told SAIC that brands with sufficient inventory orders generally do not announce the price increase too long in advance, especially those who announce it in the middle of the night like BYD. Wuling announced that it will take effect immediately, which also shows that the terminal orders are very sufficient and there is no need to accumulate orders by releasing news in advance.

as for some brands that make announcements a few days or even a week in advance, in the view of this industry insider, it may also show from the side that the number of inventory orders is not too much. "After the price increase, the number of stores will inevitably fall in the short term. If you don't collect orders, you may face a delivery vacuum for some time."

but in fact, not every brand that announced the price increase can adjust the harvest order with this wave of prices.

"The premise of chasing up and not chasing down is everyone's anxiety", which requires car companies to handle the game with consumers' purchasing psychology. According to this insider, a new force in building a car has been pulling for too long, "anxiety is gone, and orders are gone."

however, although whether or not to increase the price and when to announce the price increase test the marketing wisdom of car companies to a certain extent, in the final analysis, whether consumers buy it or not depends on the brand strength and product strength.

"Unlike the real estate companies' price increase orders, the car companies' forced orders only make consumers who are already ready to buy their own products pay the down payment in advance, and no consumers who don't consider their own products can grab them."

This can also explain why after the price increase was announced, the traffic of some brands did decline, while the strong brands such as Tesla and BYD were still hot.

Take BYD as an example. After the last round of price adjustment has been completed, Auto Sansui once walked into a BYD Dynasty network 4S store in Beijing over the weekend. Even close to 12 noon, the store is still crowded. There are seven or eight exhibition cars in the store, and there are consumers standing next to each car, and the test drive area also needs to wait in line.

It is reported that on March 17th, the day after the price increase, BYD harvested nearly 3, orders in the whole country.

and the car picking cycle also reflects the popularity of these brands from the side. According to Tesla sales staff, the current car picking cycle is about 5 months; BYD's sales staff revealed that at present, most models have to wait for 2-3 months. If you want to pick up the car earlier, "you may have to pay more."

after most brands have made a round of price adjustment in the middle and late March, perhaps to stimulate the next wave of demand, in the process of exploring stores, the sales of BYD, Euler and many other car companies also told us that they should "place orders quickly, and may increase again in April".

In addition, many car companies' booking policies have also caught consumers' anxiety and boosted this wave of car buying.

Take Tesla as an example. According to the current policy, consumers can lock in the current price and rights as long as they pay the 1 yuan deposit. In the future, you can not only change the configuration at any time, but also choose to postpone picking up the car after the vehicle production is completed; If the price of the new car drops again when picking up the car, Tesla can also refund the difference.

although the price of M5 in AITO has not increased, the sales staff also said that a deposit of 5, yuan can be paid in advance, which can be refunded at any time before scheduling. "Many people will choose to do this without pressure."

NO.2[ Car companies have to go up, and consumers are "more expensive" ]

Although in this wave of price increases, most brands, from new car manufacturers to traditional car companies, have adjusted their prices due to cost pressure. However, there is no fixed number of upward adjustments. Even if the battery capacity is close to two different brands, the price increase may be quite different.

take retail C11 deluxe edition and BYD song Plus EV as examples. The battery capacity difference between the two models equipped with lithium iron phosphate batteries is less than 7kWh (the former is 78.5kWh and the latter is 71.7kWh), but the former has increased by as much as 2, yuan, while the latter has increased by 6, yuan.

In this regard, retail sales explained to us that this was because C11 had previously been priced at a low level. However, this is obviously related to the procurement cost of car companies. Some insiders have said that in fact, every car company talks about different prices with parts suppliers including battery manufacturers.

under the pressure of cost, in addition to these brands that have already increased their prices, there are still some new energy brands that have not adjusted their prices.

As to why there is no price increase, Li Bin, founder, chairman and CEO of Weilai, said at the financial report communication meeting a few days ago, "This year, 866 (referring to ES8, ES6 and EC6) has been upgraded with intelligent hardware, and there is post-installation upgrade service for existing users. Considering this situation, there is no need to adjust the price of existing products, but there will be some adjustments to the annual model of intelligent hardware. "

replacing direct price adjustment with intelligent hardware upgrade may be the tenderness that Weilai still insists on giving consumers in the context of rising costs.

as for other brands, Li Xiang, the founder and chairman of LI, once bluntly said in Weibo, "at present, brands that have contracted with battery manufacturers to determine the price increase range of batteries in the second quarter have basically announced the price increase immediately. If there is no price increase, most of them have not been negotiated, and they will generally raise prices immediately after waiting for negotiation. "

A marketing director of a new energy brand of a traditional car company also expressed the same view to us, "There is no explanation of price increase, and we have not finished talking with Ningde (Time)". Although the price of his brand has not yet increased, it is "also conducting internal argumentation". "The gross profit used to be ok, but now it's very bad, and it's even worse when you fight," said the person in charge.

in the following April, it is not difficult to guess that perhaps more brands will join the tide of price increase.

At the committee of 1 Forum on Electric Vehicles a few days ago, regarding the current price increase of battery raw materials, Xin Guobin, Vice Minister of the Ministry of Industry and Information Technology, mentioned that relevant departments are also "seriously studying and solving" and "will moderately speed up the development of domestic resources and resolutely crack down on unfair competition behaviors such as hoarding and speculation".

however, it should not be ignored that, generally speaking, the mining cycle of ore resources is not short, and many metal resources in raw materials of power batteries rely on overseas.

The price problem of raw materials may not be solved quickly in a short time, which means that for consumers who have a new energy car purchase plan in a short time, it may be like the couplet:

Part I: buy early, buy late, buy sooner or later

Part II: decide today, decide tomorrow, and decide sooner or later

Horizontal batch.