1年闭店37%，新能源汽车逃离购物中心

Core Viewpoint - The article discusses the shift in the automotive retail landscape in China, particularly the retreat of electric vehicle (EV) brands from shopping centers in first and second-tier cities, and their focus on expanding into lower-tier markets [6][8][10]. Group 1: Withdrawal of EV Brands - Many EV brands, including Tesla and NIO, initially established a presence in prime shopping locations to reach consumers but are now retreating due to intense competition and low profitability [7][8]. - The number of EV stores in shopping centers has decreased by 37% year-on-year in 2024, with over 70% of closures attributed to smaller brands like Neta and Leap Motor [8][10]. - Major brands are adapting by closing stores in core urban areas and shifting to service centers in suburban locations, reducing operational costs significantly [10]. Group 2: Expansion into Lower-Tier Markets - The competition has shifted from first and second-tier cities to third and fourth-tier cities, where price and test drive experiences are crucial for survival [8][10]. - Sales of EVs in third and fourth-tier cities have increased, accounting for over 45% of total sales in 2024, a 12 percentage point increase from the previous year [10]. - Brands like Leap Motor and Xpeng are successfully implementing new retail models in these markets, such as community-based stores and service stations along highways [10]. Group 3: Rise of Tech Companies - Companies like Huawei and Xiaomi are expanding their presence in the EV market, leveraging their technology and ecosystem to attract consumers [11][14]. - Huawei's sales of its EV brand, AITO, reached 81,900 units in November, marking a historical high [12]. - Xiaomi has also entered the top ten in EV sales, with plans to deliver over 400,000 vehicles in 2025, supported by a strong retail presence in key urban areas [14]. Group 4: Transformation of Shopping Centers - The departure of EV brands from shopping centers has allowed for the rise of new consumer categories, including trendy toys, outdoor sports, and new tea beverages [16][18][19]. - Brands like Pop Mart and Lululemon are taking over prime retail spaces, reflecting a shift in consumer preferences towards experiential and lifestyle products [16][18]. - The rapid growth of tech and digital brands in shopping centers indicates a significant transformation in consumer behavior and retail strategies [20].