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Starting from September, China’s purchase of new energy vehicles is exempted from purchasing tax policies and ignites some consumers’ enthusiasm for buying cars. According to reports, the daily sales of some brand new energy vehicles in the Beijing market have increased by two to three times, which is evident from the policy effect. Many people therefore called for continued efforts to increase policy support and allow new energy vehicles to "run faster." The author believes that it is indispensable for the industry to continue to provide certain policy support, but the more urgent task at present is that companies need to improve their innovation capabilities.
In recent years, the state has used various means to encourage the development of new energy companies, various industrial plans, policy support, and continuous one after another, providing necessary support for the development of the industry. But objectively speaking, the development of China's new energy vehicles has not yet reached the expected goal. One important reason is that these measures are more from the perspective of policy designers, and do not properly consider the market, especially consumer demand.
For example, in order to promote the sales of new energy vehicles, China has introduced bus demonstration projects in many cities. This measure has achieved good results, but it also makes the new energy vehicles currently running on the road mostly public transport such as buses and taxis. Ordinary consumers mainly take rides, and sometimes they do not even know that they have taken new energy vehicles. Will not be compared with the difference between traditional cars. In the eyes of many consumers, new energy vehicles are either "tall" luxury goods or low-end "semi-motor vehicles." This cognitive bias becomes an important factor hindering purchase behavior.
The role of the policy is support. To really realize market development, we must rely on the main body of the enterprise to achieve technological and business model innovation. Therefore, as the country continues to issue various support measures and accelerate the construction of supporting facilities, new energy vehicle companies need to shift their focus from “policing tightly†to “fixing on the marketâ€. Through such means as "", test drives are carried out on platforms such as 4S stores and auto shows, and existing customers are organized to conduct long-distance experiences, so that consumers can change their vague understanding of new energy vehicles and thus create a desire to purchase cars. In this regard, some car companies have recently made a good attempt. For example, by cooperating with a car rental company, a domestic brand has reached the maximum order for domestic car rental companies to purchase new energy vehicles, which not only achieves sales growth, but also helps more people get a driving experience.