分析新能源汽車在北京的市場制約因素

屈信明

摘 要：北京指定的新能源汽車示范和推廣城市，它高度重視新能源汽車產業的發展。自2013年以來，中國政府已引入了許多新能源汽車推廣政策，并投入了大量的人力和物力在新能源汽車的研發和推廣。然而，中國新能源汽車產業還不成熟，所以在北京新能源汽車的發展也遇到了一些問題在技術、市場、工業化和政策支持等等。本文重點分析了在北京新能源汽車的市場制約因素。目前，有許多因素阻礙新能源汽車的發展。市場推廣而言，有一些內部問題和外部壓力在北京的市場推廣新能源汽車。內部問題是基礎設施不足和宣傳。外部壓力的擠壓是地方保護主義的市場空間和外國品牌的競爭：

Abstract： Beijing is the designated new energy vehicle demonstration and promotion city， which attaches great importance to the development of new energy vehicle industry. Since 2013， Beijing has introduced dozens of new energy vehicle promotion policy， and invested a lot of manpower and material resources in the research and development and promotion of new energy vehicles. However， Beijing's new energy vehicle industry is not yet mature， so the development of new energy vehicles in Beijing has also encountered some problems in technology， market， industrialization and policy support and so on. This article focuses on analyzing the market restricting factors of new energy vehicles in Beijing.At present， there are many factors hindering the development of new energy vehicles. As far as market promotion is concerned， there are some internal problems and external pressures in the market promotion of new energy vehicles in Beijing. The internal problems are inadequate infrastructure and publicity. External pressures are the squeeze of local protectionism on the market space and the competition of foreign brands：

關鍵詞：新能源汽車；市場推廣；技術研發

Key words：new energy vehicles； Market promotion； Technology research and development

文章編號：1004-7026（2018）07-0139-02 中國圖書分類號：F426.471 文獻標志碼：A

1 Constraints on product promotion in the local market

The new energy vehicles need a system of matching facilities. These include the commercial operation of charging facilities， the pricing mode of charging fees and so on. If the construction of these facilities is not in place， the promotion of new energy vehicles itself will be difficult to carry out rapidly.

Currently， its very inconvenient to charge the new energy vehicle. There are nearly 22000 charging piles1 in Beijing. In recent years， although the charging pile has increased rapidly2， it still faces a huge market vacancy. According to the forecast， by 2020， the total demand for charging piles in Beijing will exceed 400 thousand. Not only is the number of charging piles far from enough， but also many of the charging piles have been unusable. Relevant departments lack supervision and maintenance. Many car owners say they are disappointed. The utilization of charging pile is low， queuing time is long and the charging speed is slow， which might make private consumers not consider buying new energy vehicles. This is the case where the use of new energy vehicles in the public sector has been relatively smooth and private consumers are buying relatively less new energy vehicles. Therefore， it is very important to solve the problems such as the construction of supporting facilities.

In addition， the marketing means of new energy vehicles should also be more abundant. Market promotion of new energy vehicles need to take the initiative to approach the public， such as adopting the way of holding an auto show. At the same time， the government and enterprises should vigorously publicize the core value of new energy vehicles ——the concept of green development.

2 Constraints on product promotion in other cities

Many cities in China now attach great importance to the new energy vehicle industry and has put a lot of obstacles in the local promotion of new energy vehicles of the brands from other cities. The central ministry have issued relevant policies to break local protectionism of new energy vehicles， but some local protectionism still exists. Even if non-local brands come into the market of other cities， whether they can enjoy local financial subsidies is also a problem. Now， it is still difficult to enjoy local subsidies for non-local new energy vehicles brands.

Let's talk about Beijing's new energy vehicle brand， BAIC's sales in Shanghai. In early 2016， Shanghai lowered the subsidies for new energy vehicles of BAIC and other foreign brands. As a result of the policy， the sales volume of BAIC in Shanghai was once down by 70% over the same period. In 2016， the sales outlets of BAIC in Shanghai are average monthly sales of only 50-60 vehicles.3 Sales have been poor in this important market. It is very detrimental to the expected sales growth of BAIC. As we can see from figure 3， Beijing is the city with the highest sales of new energy vehicles， and it is also the main battlefield of the local enterprise such as BAIC. However， in order to gain greater development， the markets of other important cities must be contested.

In another important market， Shenzhen， Beijing's new energy vehicles were once unable to get local subsidies， which led to sales difficulties. After many efforts， in the second half of 2015， BAIC and other Beijings enterprise received local subsidies in Shenzhen. It led to a significant increase in sales. However， in Shenzhen's sales， there is still more enterprise procurement and government procurement. Private consumer markets still need further development. Such a vicious condition has caused some excellent enterprises to be forced to abandon mass production of high-quality products.

In addition to the major cities， Henan， Hebei and some other places near Beijing will become an emerging market for new energy vehicles. It is estimated that these regions currently have about twenty thousand market demand.4 It is equally important to seize the non-hot city market to the development of Beijings new energy vehicle industry.

3 The impact of international brands on the local market

Developed countries such as the United States， Japan and Europe pay great attention to new energy vehicle industry. Japan has been ranked first in pure electric cars and hybrid cars for years， and fuel battery vehicles have also made major breakthroughs. The United States is also catching up on Japan in the new energy vehicle industry. The Chevrolet Volt has always been the world's second largest new energy vehicle products. Tesla also attracts widespread public attention. From figure 4， Tesla and Nissan and other major international brands has a very impressive sales in the new energy vehicle market.

In September 2015， Beijing has access some foreign known new energy vehicles， such as Tesla and BMW. And in 2016， Tesla has achieved good sales performance. In 2016， Tesla sold more than 10 thousand new energy vehicles in China， earning more than $1 billion. They are concentrated in Beijing， Shanghai and Shenzhen. Among them， Beijing accounted for 30% of Tesla's sales in China.

In Beijing， while new energy vehicles are increasing in volume， local brands still face competition from international brands. The more unfavorable news is that， since 2017， subsidies for domestic new energy vehicles will be further reduced by the state and local authorities. Subsidies for new energy vehicles in Beijing were cut by 20% over the previous year. And by 2018， it is likely to abolish subsidies for new energy vehicles made in china. It further exacerbates the competitive pressures of domestic new energy vehicles， and makes the advantages of pure imported new energy vehicles further highlighted. As subsidies fall， consumers may be more inclined to choose foreign brands.

To solve this problem， we can adopt a cooperative approach with foreign manufacturers. Our enterprises are actively learning technical and management experience from foreign enterprises. In 2016， BAIC announced that it would cooperate with Panasonic to produce electric vehicle components and set up joint ventures. The joint venture plans to begin production in 2018.5 This will make the competition into cooperation and enhance their own competitiveness.

4 Conclusion

In the next period of time， new energy vehicles will be a key industry. As for the development of new energy vehicles in Beijing， there are three market limiting factors： Local promotion of Beijing's new energy vehicles have hardware barriers and lack of publicity and marketing； Promotion in other cities is hampered by local protectionism； The local market has been squeezed by international brands. If Beijing wants to be an industry leader in China's new energy vehicles， it will not only require policy support and technological progress， but also need to recognize the development bottleneck and put forward solutions. I hope that this paper can arouse readers' thinking and benefit the development of new energy automobile industry in our city.

注釋：

1.The data ended in January 2017（Data source： Beijing municipal government）

2.In May 2015， there were only about 8000 charging piles in Beijing， including about 1500 public charging piles.（Data source： Beijing municipal government）

3.Data source： Pengpai News

4.Data source： China Automotive Forum

5.Data source： Beijing municipal government