首席商业评论·2025-06-22 04:08Core Viewpoint - The article discusses the significant shift in the sales of new energy vehicles (NEVs) from first and second-tier cities to lower-tier cities in China, highlighting the growing market potential in these areas and the changing consumer preferences [3][39]. Group 1: Market Trends - The sales of NEVs in third-tier and below cities have surged from less than 500,000 units in 2020 to over 5 million units by 2024, with market share increasing from 32.1% to 47.1% [3][15]. - Popular models in lower-tier cities include Wuling Hongguang MINIEV, Geely Galaxy's Xingyuan, and BYD's Seagull, contrasting with the preferences in higher-tier cities where Tesla and Xiaomi dominate [5][7][10]. Group 2: Consumer Preferences - Consumers in lower-tier cities prioritize price over brand when purchasing vehicles, with the average price of the top 10 popular models being 80,600 yuan, significantly lower than the models favored in higher-tier cities, which are priced above 200,000 yuan [10][11][16]. - The article identifies two main consumer groups: young professionals seeking cost-effective micro electric vehicles for commuting and families looking for larger vehicles due to changing needs [19][27]. Group 3: Policy Impact - The "New Energy Down to the Countryside" policy, initiated in 2020, along with various subsidies, has significantly boosted NEV sales in lower-tier cities, with the market share of NEVs in these areas rising from 25% in 2020 to 33.8% in 2024 [15][29]. - The average disposable income in lower-tier cities is generally lower than in higher-tier cities, making price-sensitive consumers more reliant on subsidies to make NEVs affordable [15][28]. Group 4: Challenges and Concerns - Despite the growing interest in NEVs, consumers in lower-tier cities face challenges such as inadequate charging infrastructure and concerns about after-sales service, which can deter potential buyers [33][37]. - The article notes that while micro electric vehicles are popular for daily use, consumers still prefer traditional fuel vehicles for long-distance travel due to concerns about charging availability and range anxiety [36][40]. Group 5: Competitive Landscape - Domestic brands like Geely and BYD are leading the charge in lower-tier cities, with over 50% of their network presence in these areas, while also addressing local consumer needs with targeted models [30][39]. - The article emphasizes that merely establishing a presence in lower-tier cities is not enough; companies must also address charging and service concerns to build long-term consumer trust [40][41].