Breaking into the first echelon of new cars, 7 watches to understand the truth of Nezha’s car sales

The dark horse of new car – Nezha cars, where are they sold?

From the sales point of view, Nezha Auto is already the No. 1 camp for new cars. Official data show thatIn May this year, Nezha sold a total of 11,009 vehiclessecond only to the ideal car in the new car camp.A total of 49,974 new cars were delivered from January to May this yearsecond only to Xiaopeng Motors in the new car.

However, the official data only introduces total sales, and it is not clear where these cars are sold. Recently, Chedong has obtained the data on the number of domestic new energy vehicles insured in May. This data is the real insurance data of vehicles, so it also reflects the most real sales data.

More importantly, this data shows detailed insurance information, that is to say, through the analysis of this data, it is possible to find out where car companies have sold their cars.

Che Dongxing also analyzed the insurance data of Nezha cars for the first time, and through a series of online surveys, found the most real sales of Nezha cars.

1. Southern provinces prefer Nezha, Zhejiang has the most insurance coverage

From the data obtained from the car thing,Throughout May, the number of Nezha cars on insurance reached 10,449although there is a slight deviation from the official data, the overall difference is not large, and the monthly sales of over 10,000 have become the basic operation of Nezha cars.

From the statistics of the vehicle,Southern cities are still the main sales markets for Nezha cars.

▲ Distribution of insurance coverage in Nezha auto provinces

in May,Nezha cars have more than triple-digit insurance coverage in 19 provinces and cities across the countryand the total insurance coverage in these cities is 10,134 vehicles, that is to say, these provinces account for 97% of the total insurance coverage in Nezha.

In these provinces,Southern provinces occupy the main position, accounting for 13/19. Among them, Zhejiang and Jiangsu are the most important markets and the only cities with more than 1,000 insurance coverage.

Among them, Zhejiang is the home base of Nezha Auto, so it is not surprising that the amount of insurance coverage is high. Among the many cities in Zhejiang, Jiaxing City has the highest insurance volume data, and its headquarters and factories are located here.

▲ The distribution of Nezha cars in Zhejiang

In addition to Jiaxing, Hangzhou, Wenzhou, Ningbo, Jinhua and Taizhou are other important cities for insurance coverage. From an economic point of view, the economic environment of these cities is better.Consumers are also more accepting of new energy vehicles, so the amount of insurance is also relatively high.

Jiangsu has geographical convenience and transportation is also more convenient. Even Nezha cars have a certain reputation here. Therefore, there is also a good amount of insurance coverage. In addition, Fujian, Jiangxi, Hubei and other surrounding provinces have good insurance coverage. volume data.

Shandong and Henan also have a good amount of insurance coverage, which is mainly inseparable from the layout of Nezha Auto here.These two places are the provinces with the most Nezha auto stores. It is reported that the stores of Nezha Auto have even penetrated to the county level in some areas.

▲ Nezha Auto Store

From the statistical data,At present, Nezha cars have been sold in 30 provinces across the country (except Hong Kong, Macao and Taiwan).only in the Heilongjiang area has no vehicles for sale, considering the unique climatic conditions of Heilongjiang, such a result is not surprising.

In addition, the number of Nezha cars in Yunnan, Xinjiang, Beijing, Gansu, Inner Mongolia and other provinces and cities is only 315, which also shows that Nezha cars have not established a stable market foundation in many provinces, and this will also It will be a key area for Nezha Auto in the future.

2. The top six in the amount of insurance coverage are the southern and northern markets that are still to be developed

From the perspective of the specific amount of risk in the city, the gap between the north and the south is even more obvious.

Among the top 20 cities in terms of the number of accidents in the car statistics,Southern cities reached 16the proportion is 16/20,There are only four northern cities of Tianjin, Zhengzhou, Qingdao and Tangshan.

▲ Distribution of insurance coverage in Nezha auto cities

In these top 20 cities, the number of insurance vehicles reached 4,774.Basically close to half of Nezha’s total insurance coverage in Mayand this also reflects the appeal of Nezha cars in the south.

Specifically, Jiaxing, Hangzhou, and Wenzhou have steadily occupied the top three places of insurance coverage. Among the top ten, Haikou City appeared unexpectedly. In the previous rankings of new energy vehicles in terms of insurance coverage, Haikou was not one of them. Cities with a high frequency of occurrence are also related to their population base.

However, due to its high oil prices and the guidance of policies, the public’s acceptance of new energy vehicles is gradually improving, and it will occupy a certain position in the new energy vehicle market in the future.

Looking at the whole,The main markets for Nezha cars are in second-, third- and fourth-tier citiesAmong the four first-tier cities in Beijing, Shanghai, Guangzhou and Shenzhen, only 137 new cars were insured in Guangzhou, barely making it into the top 20.

However, third- and fourth-tier cities such as Nanning, Bozhou, Jinhua, and Tangshan also have data on the amount of insurance they cannot follow.

From this point of view, the main market of Nezha automobiles is mainly concentrated in the third- and fourth-tier cities, and gradually expands to the first- and second-tier cities while stabilizing the third- and fourth-tier markets.

However, considering the product positioning, consumers in third- and fourth-tier cities will have higher product acceptance of Nezha cars, and users in first- and second-tier cities will also have higher requirements for vehicle intelligence and battery life. The launch of Nezha S will be a key product for its development in first- and second-tier cities.

3. The three cars are selling Nezha V as the main product

Through the above tables, we can clearly see the sales distribution of Nezha cars in various regions, and a new question has arisen here, which model of Nezha cars did users in these regions buy?

And this data can also be found in the insurance data. It can be seen from the official website of Nezha Auto that there are currently three main cars on sale.They are Nezha V, Nezha U and Nezha N01. The car stuff also analyzed the insurance coverage of these three cars.

▲ The amount of insurance on Nezha’s cars

Nezha V is a small pure electric SUV model launched by Nezha Motor.

In the domestic new energy market, the models with similar price and cruising range as Nezha V are mostly miniature cars, and there are only a handful of SUV-shaped vehicles. Therefore, this car has maintained a good sales data, and it has always been responsible for the sales of Nezha cars.

In May, the number of Nezha V insurance coverage reached 6,895, contributing more than half of the insurance coverage data..

▲ The distribution of Nezha V’s insurance coverage

Judging from the distribution of insurance coverage, this car is still mainly marketed in second-tier, third-tier and fourth-tier cities, and prefecture-level cities such as Bozhou, Luoyang, Jining, Tangshan, and Anyang have good insurance coverage data.

But at the same time, this car also has good insurance coverage data in cities with relatively good economic conditions such as Hangzhou, Tianjin, Zhengzhou, Wuhan, Wenzhou, Suzhou, Wuxi, Foshan, and Nanjing. In the first-tier cities, Guangzhou also had 90 new cars on insurance in May.

On the whole, the market of Nezha V is very broad, and there are certain insurance data at each city level.

Nezha U is another sales leader of Nezha Auto. It is over 4.5 meters long and has a wheelbase of 2770mm. It is a compact pure electric SUV model.

▲ The distribution of Nezha U’s on-risk volume

The official website has three battery life versions of NEDC: 400km, 500km and 610km, and the price starts from 117,800 yuan.

Compared with Nezha V, the size of this car is larger, and the wheelbase of 2770mm makes the interior space of the vehicle very good, which is more suitable for users with high space requirements.

The users of this car are also mainly concentrated in southern cities. Among the top ten cities in terms of insurance coverage, the top nine are all southern cities, and there are only four northern cities in the top 20.

It is worth noting that this car was sold as far as the Xinjiang region, and a total of 79 Nezha U in Changji Hui Autonomous Prefecture went on insurance in May. The Xinjiang area is vast and sparsely populated, and the construction of charging infrastructure is poorer than that of eastern cities. Generally, few consumers will choose pure electric vehicles. However, the amount of insurance coverage of Nezha U here is higher than that of Wuxi, Nanjing, Taizhou, Jinhua, Ningbo and other Jiangsu and Zhejiang cities are higher.

This shows that Nezha U also has certain competitiveness in some special regions.

But overall, Nezha U’s insurance coverage in various cities is not high. Even in Jiaxing City, which has the highest insurance coverage data, there are only 205 vehicles. After getting rid of the market below 100,000, the performance of Nezha cars is not very good, which will also have a certain impact on its high-end.

The other car, the Nezha N01, is currently on the verge of being discontinued.Only 34 vehicles were insured throughout May, which is not even a fraction of the Nezha V.

▲ The distribution of Nezha N01 insurance volume

From the sales data of each product,Nezha Motor currently mainly sells small cars below 100,000 in third- and fourth-tier cities,Not doing well in a market of 100,000 to 150,000, and the overall market performance of first- and second-tier cities is not as good as that of third- and fourth-tier cities. From the point of view of play, Nezha Auto is a typical strategy of “encircling the city from the countryside”, but it is still uncertain whether it can build a world in first- and second-tier cities.

Fourth, the purchase of additional users is the main factor for cost-effectiveness as the primary consideration

The table shown above can clearly show where the Nezha cars are sold, and even where the various subdivision models are sold. But to answer the question at the beginning, there is still a very crucial question: which users are buying Nezha cars?

Regarding this issue, we can look at it from the perspective of Nezha V and Nezha U.

In the survey, the car stuff found that the users who bought the Nezha V were mainly divided into two categories, one is to purchase additionally, and the other is to purchase the first car.

On the Nezha V forum of Autohome, many users mentioned that they already had a fuel car at home when they introduced the reasons for buying a car. At present, the increasing oil prices have further increased the cost of using oil vehicles, and adding a cylinder of oil even directly adds 200 yuan.

▲ Nezha V Pro

It is this situation that has created the need for some families to buy pure electric vehicles. Compared with new car buyers, these families can still drive fuel vehicles during long-distance travel, so they only need to buy a model below 100,000, which can be Usually limited numbers or when traveling for short distances. And Nezha V just happens to be a better choice in this price range.

The other part is young users who are buying cars for the first time. These people are mainly white-collar workers who have just started working. They do not have a high budget when buying a new car, but they are more receptive to new energy vehicles. It is not difficult to obtain new energy vehicle license plates, so they will choose to buy new energy vehicles.

The price of Nezha V is more in line with the expectations of these users. Some users think that “even if you regret buying it, the cost of trial and error is not high.” At the same time, the appearance and configuration of Nezha V can also accurately attract users of different genders. Male users pay more attention to battery life and intelligence, and the performance of Nezha V is already among the best among models of the same price.

Nezha V also has a witch version specially designed for female users, which has also captured a large number of female users in terms of appearance.

▲ Nezha V witch version

The psychology of users who buy Nezha U is slightly different. As a compact SUV, Nezha U is fully capable of becoming a qualified family car, so some users of Nezha U bought it after eliminating fuel vehicles. This car, in addition, also has additional purchases of users. In terms of the gender of car owners, the number of male users is a little more.

▲ Nezha U Pro

Compared with cars of the same class, the Nezha U has a better sense of space, which is also the main factor that many users consider when buying this car.

On the whole, the main reason for buying this car is the price/performance ratio. When communicating with a Nezha owner about the car, the other party also made it clear that he chose Nezha because of the price/performance ratio.

Currently,The main consumer group of Nezha cars is still home users, and additional purchases or replacements are the main source of sales.. Starting from the sinking market is also the reason for the continuous growth of Nezha’s car sales.