Tucki's "Three Electricity Problems"

Last year, the biggest change in the new power market was that Tucki defeated Wei Lai and became the champion of the new power.

The reason behind this is that it is very important for Tucki to successfully establish an intelligent difference label. For this reason, we made a detailed and in-depth analysis (why did Tucki end Weilai's three consecutive championships? )。

However, we also notice that, while intelligence has become a long board in Tucki, the three power companies, which were in the leading position before, have been lagging behind, and now they have gradually become a short board in Tucki, even forming a big gap among supply chains, brands and users.

Judging from recent events, this gap seems to be getting bigger and bigger, which is not good for Tucki, which is making great strides.

Intelligence is the key to Tucki's development from zero to one, but we should also realize that "Three Electricity" is the basis of the product strength of intelligent electric vehicles at present. If Tucki wants to by going up one flight of stairs, it must solve the long-standing problem of "Three Electricity" as soon as possible.

No short board is the biggest long board.

1、

Obviously, the problem that Tucki's "three major power plants" become short boards is not a matter of time, but the result of long-term strategic deviation and swing, which means a series of chemical reactions will occur.

From last year to now, especially this winter, the "accident" of Tucki No.3 Electric Power Company has been uninterrupted.

First of all, in the different battery life evaluations of various media and users, the battery life performance of Xpeng Motors is generally too empty, and it has been named as the new "virtual king" by everyone.

If smart and three TVs are two major products of smart electric vehicles, then for Tucki now, smart is a plus item, and three TVs are a minus item.

This was unthinkable a few years ago.

At that time, both G3 with a battery life of 520 and P7 with a battery life of 706 were introduced by leading industries, which produced technical effects. Especially the latter, the battery life under the first standard test in the world, earned enough face for Tucki Sandian.

This is not to say that the higher the battery life, the better. It is just a hard indicator that focuses on brand strength and can empower products to a certain extent.

The establishment of the label "706 Endurance" is the key to Tucki's fame in World War I. ..

Looking at Tucki now, the basic but core indicator of battery life is almost ignored. At the same time, the virtual standard problem of the three major power companies has gradually emerged. Tucki's advantages over the three major power companies have disappeared, and even began to erode product power and even brand power.

This is the last thing that should happen in fast-growing Tucki, and its sniper effect on the market will be inevitable.

2、

In addition to ignoring the technology of the three power plants and the virtual standard of battery life, another problem of the three power plants in Tucki-the chaotic development caused by the lack of overall planning of the three power plants-is also rapidly fermenting.

I seem to be involved.

As a car I pre-purchased, I consulted P5 in a direct store in Tucki years ago, and the pre-purchased version was 460e.

There are three main reasons for choosing this configuration: First, the advanced assisted driving of P5 is convenient for us to do tests; Second, for my car scene, 460 kilometers is enough; Thirdly, the battery of P5 comes from Contemporary Ampere Technology Co., Ltd..

However, on the night of 17, the day before Tucki officially announced the price increase, the Tucki salesman in the store called me and said that Tucki was going to raise the price, so he had to book a car quickly. In addition, he also said that the 460e configuration could not be booked, and suggested that I change to other configurations, or the store would transfer it to me after receiving the order that was abandoned before.

Although I haven't officially booked a car, this change has surprised me. Whether referring to Tesla Model 3 or its own cost performance, the 460 version can be said to be the main sales model of P5. Consumers are not allowed to make reservations now. Is this a wrong decision?

According to the sales statement, this is due to the price increase of upstream raw materials and the shortage of lithium iron phosphate batteries. In order not to keep you waiting too long, we don't accept new orders.

My first question about this explanation is, why is the supply of lithium iron phosphate batteries for P7 and G3i cars not affected?

Look at other brands. For example, 99% of Tesla's battery supply has been switched to lithium ferrous phosphate, and Tesla, which sells tens of thousands of units a month, has not been exposed to a serious shortage of batteries. Why is there a battery shortage in Tucki P5?

At least the salesman's explanation is hard to convince me.

3、

It seems that many people are as confused about P5 reservation as I am.

On February 27th this year, Shanghai TV released the rights protection event as usual. At that time, this incident was not widely concerned in the new energy automobile circle, and it was not until recently that "3 15" was widely discussed in the industry after the second fermentation.

What happened was that the prospective owners of 148 P5 from all over the country wrote an open letter to Chairman He, mainly appealing to P5 to order from 10 last year, and they have not received the car so far.

In addition to explaining contradictions, this letter also contains powerful demands for rights protection and a list of 148 prospective car owners.

As can be seen from the letter, there are two main contradictions between the two sides:

First, these prospective car owners believe that the Tucki authorities did not give a "sincere apology and a true explanation" and did not add anything because they failed to deliver the car for more than four months;

Second, Tucki stole the concept of battery, which was originally sold by Contemporary Ampere Technology Co., Ltd., but was finally assembled by Tucki (maybe it was Contemporary Ampere Technology Co., Ltd., or maybe it wasn't).

For the first point, the electromotive force has been tracked in the column of Today's Highlights, and Tucki officials have also given some explanations behind it:

In response to this incident, the relevant person in charge of Xpeng Motors told the media: "Due to the impact of the epidemic, the industry is facing an extremely tight supply of core components including lithium iron phosphate batteries, which has also brought great uncertainty to the production of Tucki P5 460 models, leading to the late delivery of 460 models. Xpeng Motors apologizes for this. "

It is similar to what the above sales explained to me, but whether it is "sincere" or "true" is another matter.

As far as the second point of the user's three-dimensional appeal is concerned, it has not paid for the official explanation before. After all, the loss caused by the four-month delay in delivery is certain, and it is also appropriate to give some compensation, but so far no similar policy has been seen.

For the second point, this letter didn't elaborate too much, but in the third part, it asked Tucki to do a good job in the traceability mechanism of power batteries according to the policy and implement the main responsibilities of automobile manufacturers and battery manufacturers.

This point, we will elaborate in detail below.

It doesn't matter whether P5 lithium iron phosphate battery is supplied or not, because P5 reservation is blocked, even the car can't be delivered, and users' rights are aroused.

Judging from the results, the root of this right protection is to expose the problems in Tucki's "Three Electricity" planning.

4、

On March 19, Watch News, which was jointly produced by the news team of Dragon TV and the news team of Shanghai Radio and Television Station, also reported the battery replacement of Xpeng car, with the title "Xpeng car battery" civet cats for princes "company let sales" back the pot "? 》

At first glance, this title will make people confused, but in fact, it has something in common with the above rights protection, which is the second point mentioned above-Tucki's concept of stealing batteries.

What does this mean?

Generally, when introducing products to users in new energy sales, if the products are limited batteries of Contemporary Ampere Technology Co., Ltd., it will be mentioned, because both the sales and users know that the limited batteries of Contemporary Ampere Technology Co., Ltd. are hard currency in batteries, which will generally give extra points to the products and further urge users to make up their minds.

However, in the planning of Xpeng Motors, Contemporary Ampere Technology Co., Ltd. is not the only battery supplier, and batteries of Yiwei Lithium Battery and other brands are all produced by Zhaoqing Tucki.

This is the problem. Users who care about the battery think it is the battery of contemporary Amperex Technology Co., Ltd., but it may not be. They may be Yiwei lithium batteries. Such "reconfiguration" is naturally unacceptable to users.

For example, watching the news, a P5 car owner, Mr. Song, said, "I'm not sure whether Zhaoqing's battery is safe and reliable"; Another car owner, Ms. Xu, said, "If the battery is right, I will definitely not buy a car"; Mr. Tang, our boss, said: "This is a problem of misleading and cheating in sales. If it is not the limited battery of Contemporary Ampere Technology Co., Ltd. at the beginning, then the premise of purchase will not be established. "

Although the above interview is only the voice of some users, it at least shows that this problem does exist. As things ferment, there is no guarantee that other users will not follow suit.

In Tucki's view, Contemporary Ampere Technology Co., Ltd. and Yiwei Lithium Energy Battery are both produced in Tucki, Zhaoqing, and both meet the standards of battery production in Tucki.

Both users and Tucki have their own opinions. Therefore, the problem invariably points to the sales caliber, and there is a saying titled "The company makes sales' back pot'".

However, with the occurrence of things and subsequent fermentation, can sales pick up this cauldron? It is doubtful.

It is difficult to defend rights in this matter. The user said that the sale was once described as the battery of Contemporary Ampere Technology Co., Ltd., but the sale can also be denied. After all, it was just said, and it was not signed in black and white.

Mr. Song said that he had a chat with the sales staff. Although the chat group was dissolved by the salesperson, he still kept the chat record. And for those users who don't have a chat record, what should I do?

So, there is the above letter. For the concept of stealing batteries, this 148 user can only ask for help, and can only persuade to do a good job in battery traceability mechanism, which is somewhat tragic.

5、

Obviously, the above is by no means a simple user rights protection issue. It exposed Tucki's stubborn problems in the planning, technology research and development and marketing of the Third Power Company.

In the early product catalogue of the Ministry of Industry and Information Technology, the energy storage device manufacturer in P5, Tucki wrote Contemporary Amp Technology Co., Ltd. and Limited New Energy Technology Co., Ltd. (Contemporary Amp Technology Co., Ltd., Limited Battery and Battery), while in the new catalogue started at the end of last year, the energy storage device manufacturer in P5, Tucki was changed to Zhaoqing Xpeng Automobile Co., Ltd. (Tucki Battery, Contemporary Amp Technology Co., Ltd., Limited Battery or Yiwei Lithium Battery).

This change is very secret, but it has a huge impact on the terminal.

Some sales believe that P5 is the battery of Contemporary Amp Technology Co., Ltd., thus convincing consumers that it is also the battery of Contemporary Amp Technology Co., Ltd.. However, with the change of the catalogue, the sales that have not received internal training in time or are not pleasant to hear are naturally unclear, leading to misunderstanding.

Yes, this crisis is actually directed at the marketing loophole of battery replacement in Tucki, that is, when the battery was changed from Contemporary Amp Technology Co., Ltd. to Tucki, it did not transmit timely and effective information internally, nor did it put forward technology brands such as blade batteries and magazine batteries externally. It was just an empty "Zhaoqing Tucki" and did not form a technical reputation.

If it weren't for this rights protection, Zhaoqing Tucki Battery Company would have been neglected.

Lack of marketing is one of the consequences of Tucki's long-term neglect of the importance of the three major power companies.

6、

Look at Tucki changing the battery itself.

Judging from the current industry development, Tucki P5 adopted the mature design scheme of Contemporary Amperex Technology Co., Ltd. from the very beginning, mastered the technology by itself, then switched to Zhaoqing Tucki, and then launched multi-brand batteries such as Contemporary Amperex Technology Co., Ltd. and Yiwei Lithium Energy, which is undeniable.

However, are the battery pack efficiencies of different brands of batteries consistent? Especially the huge word-of-mouth effect of contemporary Amperex Technology Co., Ltd. in the terminal, can this be easily ignored? This is debatable.

I have personally participated in the research and development of several new energy vehicles, and many years of reports on new energy vehicles have made me attach great importance to the quality of batteries, or to the brand of batteries.

As we all know, many new energy vehicles spontaneously ignited in recent years, which once made consumers talk about the discoloration of new energy vehicles. However, it is not difficult to find that those auto-ignition models are basically unknown brand batteries in the 234th line.

So I told Tucki Sales that I only wanted batteries from Contemporary Ampere Technology Co., Ltd., and I didn't need batteries from other brands.

I even think that buying an electric car means buying a battery.

As for other users, if car companies disclose the brand of battery packs for electric vehicles, there will be no shortage of batteries for Contemporary Ampere Technology Co., Ltd..

From 20 17 to 202 1, Contemporary Ampere Technology Co., Ltd. ranked first in the world for five consecutive years. In the domestic power battery market, Contemporary Ampere Technology Co., Ltd. even occupies more than half of the market share, far ahead.

When the market share of a commodity exceeds 50%, its brand premium is huge and cannot be ignored.

In addition to data, Contemporary Amp Technology Co., Ltd. is still leading the all-round development of power battery technology in China, in terms of materials: from lithium ternary to lithium ferrous phosphate to sodium battery; Structure: from square shell battery to CTP and then to CTC；; In the business model, the battery factory of automobile enterprises will inevitably develop to the power exchange model; Wait a minute.

With this reputation and strength, Contemporary Ampere Technology Co., Ltd. has already deeply recognized the brand of end users, and it is impossible to simply cover or even replace them.

Based on this industry fact, when switching P5 battery manufacturer from Contemporary Amp Technology Co., Ltd. to Zhaoqing Tucki, Tucki should make good preparations in marketing, at least let the sales be perceived in advance, and then inform the outside world through the media and user groups, so as not to cause the passive situation now.

In addition, how to measure the value of different brands of batteries is also something that Tucki needs to consider.

Zhaoqing battery pack with contemporary Amperex Technology Co., Ltd. batteries and Zhaoqing Tucki battery pack with other brands of batteries such as Yiwei Lithium Battery may have the same paper parameters, but the long-term quality is definitely different. In addition, the brand of Contemporary Ampere Technology Co., Ltd. has a strong user reputation at the terminal. So, can you come up with a plan with different batteries and different prices?

7、

Having said that, it is necessary to extend the question of how many batteries there are.

Ask any person in the industry, and you will probably say that it is normal to have more batteries, and the OEM should control the right to speak.

As far as the current development of the industry is concerned, it is indeed a practice to supply more batteries, but the practice is different.

Some brands are smart enough to perceive users' demands in advance, so they put forward a power battery brand, such as blade battery, magazine battery and Dayu battery, so that users' attention to battery brand differences will naturally decrease.

The arrival of this crisis in Tucki is directly related to the lack of power battery brands.

However, everything has two sides. When the OEM creates its own battery brand, it must seriously consider whether it has the technical strength to carry a technology brands.

In particular, batteries belong to electrochemical system, which is the weakness of traditional disciplines in OEMs, and few people really know about batteries. Even if they recruit some, it will take time for them to make achievements within the system.

Insufficient strength, how to set off technological progress? How to ensure that there is no problem with the battery in the future? After the accident, how to carry the brand banner?

These are realistic questions, not empty cliches like "I will do what others do".

Look at the accumulation of Tucki Sandian. As a new brand, they all started from scratch. G3 with battery life of 520 and P7 with battery life of 706 are more from the benign interaction with contemporary Amperex Technology Co., Ltd.. In other respects, at least compared with intelligence, Tucki Sandian does not have many advantages.

Perhaps Tucki has mastered the design of battery pack, and the flexible application of different brands of batteries has entered a new realm, but it has not formed positive feedback for end users.

As Mr. Song said above, he still has doubts about the long-term performance of the battery pack, including safety, quality and life, which is why he insisted on choosing the battery pack of Contemporary Ampere Technology Co., Ltd..

Mr. Song's worries are not groundless.

BMW I's new energy strategy has been launched for more than ten years. The first battery pack of the electric vehicle iX3 was designed by BMW independently, and the battery was provided by Contemporary Ampere Technology Co., Ltd.. However, due to the lack of batteries in the battery pack design, iX3 was recalled by BMW on a large scale last year.

BMW is like this, but what about Tucki?

Therefore, don't be superstitious about the so-called battery supply, provided that your technology is qualified. As a brand for end users, you should grasp the maturity of technology before making business model innovation.

Once the technical verification fails, disasters such as spontaneous combustion will be inevitable, causing greater damage to the brand.

Some people say that the batteries of Contemporary Ampere Technology Co., Ltd. are expensive, so we should supply more batteries.

Good batteries are naturally expensive, aren't they? Is this also an open secret of the industry?

So let's go back to the last question. Can you put forward different price schemes for different brands of batteries, so that the battery cost can be directly reflected in the terminal price, so that consumers can choose independently?

Simply covering up the problem has proved that this is not the solution.

8、

In fact, whether it is multi-supply battery or single-supply battery, it can be considered as a phased measure.

In the long run, car companies are transforming into technology companies, which means software, chips and operating systems. , or classified as smart and new hardware, is the future of smart electric vehicles. At present, the three power companies that trouble you are just the foundation.

According to the leading CTC technical scheme put forward by contemporary Amperex Technology Co., Ltd. and Zero Run, the future form of Sandian will be a packaging scheme, which means that car companies will either solve Sandian all by themselves or outsource all by themselves and concentrate on what they are good at.

For young Tucki, he has no ability to do all-round self-study on intelligence and Sanbao, and he can only concentrate on his own strengths. He Xiaopeng also pointed out the road of intelligence, which is extremely correct.

Therefore, it is a strategic question whether Tucki should stick to information and give up the "Three Electricity" sector strategically or recapture the "Three Electricity" sector and go hand in hand.

9、

Although Tucki ended Weilai last year and became the new leader of the new forces, the lead was not large. Even in February this year, Tucki's sales ranking in the new forces has dropped to the third place, which cannot but explain some problems.

On a single product, Tucki's performance is not satisfactory. Among the three brands of Wei Xiaoli, Tucki is positioned in the middle and high end, which is lower than the other two brands. Bicycle sales should be the first, but this is not the case, indicating that the strength of the enterprise system needs to be optimized and improved.

As far as this storm is concerned, Tucki's neglect, or ambiguity, of the three power companies, from R&D investment to marketing support, can be said to be a problem.

On the surface, the bottleneck of sales in Tucki is the shortage of batteries. In essence, in recent years, Tucki has put more energy into the field of intelligence, while ignoring the three major power companies, resulting in a very passive situation.

Among many new brands, deuex won the championship, which shows the foundation and potential of Tucki brand. Therefore, we are still optimistic about the "three powers" crisis.

As for how to solve the "three electricity" problem, it will test the wisdom of Tucki management. If it can be successfully solved, Tucki will surely scale new heights.