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 among electric vehicle manufacturers is shifting from acquiring new customers in the growing market to focusing on existing customers in the mature market, with "repurchase" becoming a new growth engine [1][8]. Group 1: Market Dynamics - The focus of competition has transitioned from "range contests" to "technology comparisons," as companies aim to deepen their engagement in the existing market [1]. - As electric vehicle owners enter a replacement cycle of 4-6 years, there is a strong demand for upgrading due to significant technological advancements [1][3]. - The introduction of repurchase policies is not merely a promotional tactic but signifies a transformation in industry competition logic, pushing companies to shift from a traditional "sales-after-sales" model to a "full lifecycle user operation" approach [1][5]. Group 2: Customer Retention Strategies - Companies like Li Auto and Tesla are implementing repurchase incentives for existing customers, including cash discounts, warranty transfers, and bonus points [2][4]. - The repurchase policies are designed to enhance customer loyalty and brand value, as retaining existing customers is more cost-effective than acquiring new ones [3][4]. - The high repurchase rate among satisfied customers is seen as beneficial for brand value enhancement [3]. Group 3: Ecosystem Development - The repurchase strategies have evolved into a combination of direct discounts and exclusive benefits, aiming to lock in existing users within a broader ecosystem [4][5]. - The transition from merely selling vehicles to providing a comprehensive ecosystem experience is crucial, as customers now consider factors like service quality and seamless integration of technology when repurchasing [5][6]. - Companies are exploring ways to create a sense of identity and community among existing users, such as through social platforms and exclusive events [5]. Group 4: Challenges in Repurchase Promotion - The low resale value of most electric vehicles poses a challenge to customer repurchase willingness, prompting companies to establish certified used car programs to stabilize residual values [7]. - Balancing the benefits for new and existing customers is critical, as overly generous repurchase policies may alienate new users [7]. - Managing customer expectations is essential, as existing users may be tempted by new technologies and brands, necessitating a strong relationship to encourage loyalty [7]. Group 5: Future Outlook - The competition will increasingly revolve around the ability to create emotional connections and systemic advantages in the existing user base [8]. - As the penetration rate of electric vehicles continues to rise, repurchase will become a standard practice and a key driver of industry growth [8].