新能源车企竞争转向存量市场 “复购”成为新增长引擎

Core Viewpoint - The competition in the electric vehicle (EV) market is shifting from a focus on new customer acquisition to deepening engagement with existing customers through repurchase policies, as companies aim to enhance customer loyalty and brand value [1][3][7]. Group 1: Market Dynamics - The focus of EV companies has transitioned from "mileage competition" to "technology competition," with an emphasis on smart cabins and user experience [1]. - As early EV models enter a 4-6 year replacement cycle, there is a growing demand for upgrades, prompting companies to implement repurchase incentives [1][3]. - The shift towards a stock market competition reflects the increasing costs of acquiring new customers, making it more advantageous to activate existing customers with positive experiences [3][6]. Group 2: Repurchase Policies - Companies like Li Auto and Tesla are introducing repurchase benefits for existing customers, including cash discounts, warranty transfers, and loyalty points [2][4]. - The repurchase policies are not merely promotional tactics but represent a strategic shift in customer service models, moving towards a full lifecycle user operation approach [1][4]. - The combination of direct discounts and exclusive benefits is becoming a common strategy among EV manufacturers to retain existing customers [4]. Group 3: Customer Engagement - The majority of Chinese electric vehicle users express a strong intention to repurchase EVs, with 99% indicating they would consider buying another electric vehicle [3]. - Companies are exploring ways to create a sense of identity and community among existing customers, such as through social platforms and exclusive events [5]. - The focus is shifting from simple vehicle sales to creating an ecosystem that includes user habits, charging networks, and after-sales services [4][5]. Group 4: Challenges in Repurchase - The low resale value of many EVs poses a challenge to customer repurchase intentions, leading companies to develop certified used car programs to stabilize residual values [6]. - Balancing the benefits for new and existing customers is crucial, as overly generous repurchase policies may alienate new customers [6]. - Managing customer expectations is essential, as existing users may be tempted by new technologies and brands, complicating their repurchase decisions [6]. Group 5: Future Outlook - Companies that can establish emotional connections and systemic advantages with existing customers will likely dominate the stock market competition [7]. - As the penetration rate of EVs continues to rise, repurchase strategies are becoming a key growth driver for the industry [7].