Bitauto original In 2007, Wang Chuanfu set a flag: BYD would achieve the goal of ranking first in production and sales in China by 2015 and first in the world by 2025.

With a snap of a finger, Wang Chuanfu’s dream came true ahead of schedule.

As of the first 10 months of 2022, BYD's cumulative sales have reached 1.3633 million vehicles. Domestically, it has been the best-selling new energy vehicle company for three consecutive months. Globally, it has surpassed Tesla, and there is no doubt that it will be the "world's first".

As the 3 millionth new energy vehicle slowly rolls off the production line, BYD has once again set a new production and sales record.

Perhaps all car companies are red-eyed, but I am afraid that it will be difficult for anyone to replicate its success.

BYD’s popularity is difficult to replicate

It only took BYD half a year to go from mass production of 2 million to 3 million vehicles. In October this year, the monthly sales of BYD's seven models exceeded 10,000 vehicles. The monthly sales of Dolphin, Yuan, Qin, Han and Song vehicles exceeded 20,000. BYD's hot models can be found in several major market segments.

Who can’t be disappointed with such remarkable achievements, and who doesn’t want to copy them?

To passers-by, such success may appear easy. For BYD, today's success is due to the seeds that were planted more than ten years ago and grown with tears and sweat.

In 2008, BYD launched the first-generation DM plug-in hybrid system and the world's first mass-produced plug-in hybrid model; in 2013, it launched the second-generation DM plug-in hybrid system; in 2018, it launched the third-generation DM plug-in hybrid technology...< /p>

The second generation of DM plug-in hybrid technology has not been as popular as expected. Since there is no P0 motor, there is a problem of high fuel consumption under feed conditions. Like many self-branded hybrid vehicles at that time, it was ridiculed as "a complete service when fully charged, but a worm when underpowered".

So in the following years, BYD took many detours. When new energy vehicles began to become popular across the country in 2018, BYD was already in the mainstream camp of new energy vehicle companies, but it did not completely constitute an overwhelming advantage, or it could be said that its position was not stable enough.

In 2018, its new energy passenger vehicle sales were about 247,800 units; in 2019, the sales volume became 219,000 units; in 2020, it dropped to 170,900 units.

Part of the reason is that hybrid vehicles are weak and unable to support the overall situation together with pure electric vehicles. Especially in 2020, BYD's share of the PHEV market dropped to 20%, and it was "overtaken" by SAIC.

Until 2020, the birth of the DM-i super hybrid system allowed BYD to start cheating mode.

The combination of DM-i, which focuses on economy, and DM-p, which focuses on performance, fully covers the end market’s requirements for economy and power.Performance needs are precisely targeted at people with different consumption orientations.

Now, Qin PLUS DM-i, Han DM-i, Song PLUS DM-i, etc. equipped with DM-i system have become top sellers in one fell swoop. Compared with competing products, they have comparable fuel consumption levels, longer wheelbases, and lower prices, so the sales pattern is naturally easier to open up.

In October this year, the sales volume of the DM series was 114,361 units, and the sales volume of the EV series was 103,157 units. Hybrids have been able to keep pace with pure electric products and keep pace.

The highly integrated and efficient DM-i hybrid system is gradually forming a technological moat, leaving other car companies behind.

On the one hand, the DM-i hybrid system was built on 16 years of iteration and trial and error. However, many car companies really made efforts in the field of hybrid vehicles late, and in today's fast-growing market, they have gradually lost the ability to experiment. Wrong opportunity.

On the other hand, the DM-i hybrid system, together with core technologies such as blade batteries, e-platform 3.0, and CTB battery body integration, has formed brand marketing under BYD's communication strategy, and has occupied consumers' attention with the help of the media. mind.

To give an example of a relative of mine, as a girl, her knowledge of cars was originally limited to a few Japanese car logos, but in a conversation last year, she actually mentioned BYD’s blade battery and its battery life. levels and so on.

Technological leadership aside, BYD's marketing is definitely a model in the automotive industry. This kind of brainwashing marketing and popularization of technology awareness is as effective as sales' smooth talk.

In addition to establishing a technology moat, BYD also insists on self-research in lithium iron phosphate power batteries, SiC electronic control chips, EHS electric hybrid systems, hybrid special engines, etc., allowing the cost of plug-in hybrid models to gradually drop to The selling price of fuel vehicles.

The resulting supply chain and cost advantages also make it impossible for other car companies to catch up in a short period of time.

At present, BYD has formed an indestructible ecological closed loop in technology-supply chain-product-marketing. Internally, this closed loop penetrates from low to high, starting from Dynasty.com to differentiate into the younger Ocean Network, then revitalize the Denza brand, and finally launch the admirable and personalized brand.

Externally, BYD has achieved technology export and external supply chain supply. For example, it has cooperated with Toyota with its Sanden technology and exported DM-i technology to Skyworth and other car companies, not to mention "blade batteries".

Therefore, other new energy vehicle companies, except Tesla, are not enough to stop BYD's trend.

If you ask which Chinese car company will become the next BYD? This answer is still unsolved at present.

BYD: I am playing with a very new thing

The technological moat is stable and the sales crown is secure. BYD will not stop, but will keep its feet on the ground and look up to the stars.

At the event where the 3 millionth new energy vehicle rolled off the assembly line, Wang Chuanfu finally directed everyone's attention to the look-alike brand and professional personalized brand released earlier.

· The Yangwang brand is a million-level high-end brand with an estimated price range of 800,000-1.5 million yuan. The first model is revealed to be a hardcore pure electric SUV and will be officially released in the first quarter of 2023.

· The price of the professional personalized brand is in the range of 400,000-600,000 yuan. There are reports that it may be an electric off-road vehicle or an electric pickup truck, but it has not been confirmed yet.

Tang and Han are the two high-end models at the forefront. BYD is taking advantage of the momentum to launch a highly regarded brand and a professional and personalized brand, which is really a good move.

If we look at BYD with the goal of "the world's No. 1 new energy vehicle company", it is inevitable to look up to the brand and the emergence of professional and personalized brands.

Refer to the two big brothers Toyota and Volkswagen in the fuel field, who does not own multiple brands of low, mid and high-end? Who wouldn’t fill every niche with technology dividends?

It’s just that BYD currently only sells one high-end brand, Denza, and previously relied on Mercedes-Benz outlets for operation. Therefore, BYD has relatively little experience in operating high-end brands.

Both new brands, the Look Up Brand and the Professional Personalized Brand, require new channels and new teams to support them, which can’t help but arouse doubts from some consumers.

Igor Ansoff, the father of American strategic management, once proposed the Ansoff matrix model. When a company is mature enough, it needs to develop new products in new markets and carry out diversified business strategies. However, companies face an unfamiliar market and face the greatest risks.

For BYD, whether it is a brand or a new professional and personalized brand, it is in an unfamiliar area.

In China, hard-core off-road and pure electric pickup trucks are both a blank market and a niche market. It is still unknown how big a ripple it will make for BYD.

But all greatness begins with courage.

From the macro perspective of groupization and globalization, we welcome high-end brands and professional and personalized brands.

Write at the end:

From Dynasty.com, Haiyang.com, to Denshi, Yangzang, professional and personalized brands, from mid- to low-end to high-end and super-high-end, BYD has embarked on a stacked growth trajectory.

It is pervasive in every segment with a technological moat that is difficult to copy. This is not the most frightening thing about it. The most frightening thing is that BYD has begun to frequently expand its overseas territory in the past two years. The overseas countries include Germany, France, Thailand, Brazil, and India.Wait... Relevant news appears in front of our eyes every now and then.

This is not over yet. The author accidentally saw the hot search for Hong Kong TVB’s Taiwan celebration over the weekend, and was surprised to find that the prize in the lottery was actually one yuan PLUS...

Are we saying that BYD will really be there in the future?