本文来自微信公众号： 区域品 牌事务所 ，作者：金多西&黄晓军，头图来自：AI生成 很多人都认为，东西越便宜越好卖。 区域品牌事务所 . 关注区域品牌增长方法论。 特别是在当下这个经济环境，连上海滩的餐饮老板都总结出来一个15元定律。 写字楼下还活着餐饮，大多是均价15元的现炒盖浇饭。 以下文章来源于区域品牌事务所 ，作者黄晓军 但你我的常识，绝不是放之四海而皆准的。就像在我们的身边，真的有人通过抬高价格刺激了销量。 一、奢侈品与凡勃伦效应 我在山东即墨碰到一个做保暖内衣的朋友，就这么干了。 据说2024年，青岛即墨内衣工厂依托1688平台，将传统保暖内衣价格从50元 / 套提至140-150元/ 套，带动整个产业带集体提价10%，却实现订单量增长30%。 为什么？以前中产们觉得这玩意太便宜了，不敢买哈哈哈。当然，材质升级、产地直播、人群渗透等 执行，也很到位。 你说这是特例？那泡泡玛特总不陌生了吧？ 人家在美国市场，玩偶LABUBU 3.0单价从21.99美元增长30%，涨至27.99美元。联名款玩偶二手价 从599元炒至1.3万元，涨价21倍。 最nb的是，他家初代作品拍卖108万元，溢价干翻黄金。 wh ...

很多人都认为，东西越便宜越好卖。 特别是在当下这个经济环境，连上海滩的餐饮老板都总结出来一个15元定律。 写字楼下还活着餐饮，大多是均价15元的现炒盖浇饭。 但你我的常识，绝不是放之四海而皆准的。就像在我们的身边，真的有人通过抬高价格刺激了销量。 一、奢侈品与凡勃伦效应 我在山东即墨碰到一个做保暖内衣的朋友，就这么干了。 人家在美国市场，玩偶LABUBU 3.0单价从21.99美元增长30%，涨至27.99美元。联名款玩偶二手价从599元炒至1.3万元，涨价21倍。 最nb的是，他家初代作品拍卖108万元，溢价干翻黄金。 why？有人说情绪价值，有人说看不懂的Z世代。但从最根本的消费行为学或者经济学研究来看，它背后有一个著名的凡勃伦效应。 美国经济学家凡勃伦在《有闲阶级论》中提到，消费者对一种商品需求的程度因其标价较高而不是较低而增加。 听起来很像有什么大病，但如果我换个例子，你会发现这个理论不仅行得通，还很常见。 老铺黄金，近年来多次主动提价。例如2025年8月的调价幅度达 10%-12%，但其上半年营收同比增长252%，股价也大幅上涨。 梵克雅宝2024年将经典五花手链价格上调11%，导致门店大排长龙，线 ...

Core Insights - Liu Zhou Wuling New Energy Vehicle Co., Ltd. has launched a new brand "Aishang Automobile" targeting the micro electric vehicle market, with its first model A100C set to be released on September 26 [1] - Aishang Automobile aims to introduce multiple models including sedans, SUVs, and MPVs over the next three years based on three self-developed technology platforms [1] - The micro electric vehicle market is currently saturated with strong competition from established players like SAIC-GM Wuling, Chery, Geely, Changan, and FAW Bestune [2] Company Overview - Liu Zhou Wuling New Energy was established in June 2021, with major shareholders including Guangxi Automobile Group Co., Ltd. and Wuling Automobile Group Holdings [1] - The company lacks production qualifications for passenger vehicles, leading to the A100C being manufactured by Henan Senyuan Electric Vehicle Co., Ltd. [1] Market Dynamics - The micro electric vehicle segment faces significant challenges due to intense competition and a saturated market, with leading models like Wuling Hongguang MINI EV and Changan Lumin dominating sales [2] - The pricing pressure from small and compact electric vehicles is squeezing the micro electric vehicle market, which has limited profit margins [2] - The long-term sustainability of micro electric vehicles is uncertain without achieving scale in production and sales [2]

撰文 / 莫 莉 编辑 / 黄大 路 设计 / 张 萌 十年前，婚礼头车是劳斯莱斯，车队排成长龙曾是标配，一辆光鲜的婚车是新人面子的硬通货；如今，在结婚降温、晚婚常态与预算挤压叠加下，曾 作为"结婚刚需"的婚车，正悄然退居配角。 事实上，"婚车"通常涵盖两类消费：一是婚礼当天租赁使用的车队，二是新人因结婚而购置的家庭用车。 从前者来看，婚车选择正日趋多元。早年间，大城市的劳斯莱斯、小城市的BBA（奔驰、宝马、奥迪）乃至帕萨特，曾共同构成婚车"鄙视链"。 一个周期闭合，又一个周期开启。婚车的未来，会指向哪里？ 从"三成多"退到"一成多" 随着消费观念变化和造车新势力崛起，新势力也成为新的选择：蔚来曾推出官方婚车服务，最低1699元起；婚庆公司借势推出"小米SU7婚车套餐"， 9辆车9万元寓意"长长久久"；还有些新人选择五菱宏光MINI EV甚至公交车队、自行车队，形式新鲜多样。 然而真正长期影响汽车消费市场的，并非这些"面子消费"，而是年轻人因安家需求而实际购入的那辆车，也是本文讨论的重点。 有报告显示，我国婚车年销量已从十年前的七百万辆峰值，滑落至如今不足三百万辆，占乘用车总销量的比重从"三成多"萎缩到"一成 ...

Core Insights - The evolution of the new energy vehicle (NEV) industry in China is marked by significant advancements in technology, with a focus on electric vehicles transitioning from basic functionality to intelligent, autonomous systems [1][2][12] Group 1: Energy System Transformation - The core breakthrough in the next decade will shift from "charging anxiety" to "mobile power stations," driven by the commercialization of solid-state batteries with energy densities exceeding 500Wh/kg, enabling 800 km range with just 10 minutes of charging [2][4] - The development of sodium-ion and lithium-sulfur batteries is expected to reduce costs by 50% by 2030, allowing vehicles to act as nodes in a distributed energy network [2] Group 2: Vehicle Redefinition - The traditional mechanical definition of vehicles is evolving into a software and AI-defined era, with innovations such as 4D printed chassis and self-repairing materials [8][9] - The introduction of lightweight materials and advanced manufacturing techniques will significantly enhance vehicle efficiency, with expected improvements in energy consumption from 7 km per kWh to 12 km per kWh [11] Group 3: Intelligent Interaction - The integration of advanced AI technologies will transform vehicles into "space robots," capable of autonomously managing passenger comfort and safety, with systems that can predict health issues [12][14] - The establishment of intelligent road systems is projected to reduce accident rates significantly, enhancing overall traffic safety [14][16] Group 4: Industry Restructuring - The automotive market is expected to evolve into a "6+N" structure by 2030, where a few major players dominate alongside niche brands, emphasizing the importance of energy ecosystem control [17][20] - The competition landscape is shifting, with Chinese automakers establishing zero-carbon factories in response to EU carbon tariffs, reducing export costs [20] Group 5: Social and Ethical Changes - The role of vehicles is changing from private property to public assets, with models allowing shared usage for community services, significantly lowering ownership costs [22][24] - The rural market is experiencing explosive growth, with affordable electric vehicles transforming logistics and transportation for agricultural purposes [24][25] Group 6: Future Vision - By 2035, NEVs are anticipated to evolve beyond mere transportation tools, becoming integral components of urban infrastructure and rural economies [25][28] - The transition from mechanical to digital civilization signifies a profound shift in human mobility and freedom, redefining societal norms and interactions [28]

Core Viewpoint - SAIC-GM-Wuling has successfully transitioned to a fully autonomous research and production model in the new energy vehicle sector, positioning itself as a true independent enterprise in the era of new energy [2] Group 1: Company Overview - SAIC-GM-Wuling, established in Guangxi Liuzhou, has achieved remarkable sales performance, exceeding 2 million units annually from 2016 to 2018, and is known for popular models like Wuling Hongguang and Baojun 730 [2] - The company has faced market pressures in recent years while transitioning from fuel vehicles to new energy vehicles [2][3] Group 2: Sales Performance - In the first half of this year, SAIC-GM-Wuling sold a total of 760,000 vehicles, marking an 18.3% year-on-year increase, with new energy vehicle sales reaching 413,000 units and a penetration rate exceeding 50% [3][4] Group 3: Strategic Initiatives - The "125 Project" aims to enhance the company's transition to new energy and intelligence, focusing on innovation through the Guangxi New Energy Vehicle Laboratory and developing two product clusters and five billion-level industrial clusters [5][12] - The company has restructured its operational model to improve product innovation and marketing through the establishment of three collaborative centers [4] Group 4: Technological Advancements - The Guangxi New Energy Vehicle Laboratory, led by the company, is the only provincial-level laboratory in China focusing on new energy vehicle technology, collaborating with over 50 institutions to develop key technologies [7] - The company has introduced the innovative "Smart Manufacturing Island" system, which enhances production efficiency by 30% and reduces costs by 31% [10][11] Group 5: Global Expansion - SAIC-GM-Wuling has diversified its overseas market strategies, entering 104 countries and regions, with overseas sales reaching 126,000 units in the first half of 2025, a 17.1% increase year-on-year [15] - The company plans to implement a "local production + supply chain export + technology standard output" strategy to expand its global footprint [15]

Investment Rating - The report maintains a "Positive" investment rating for the automotive industry [14]. Core Insights - The penetration rate of new energy vehicles (NEVs) in the passenger car market has slowed down since 2025, with a focus on opportunities for growth in the second half of the year due to key new vehicle launches [5][12]. - The total market volume from January to May 2025 reached 8.48 million units, a year-on-year increase of 6.6%, with a NEV penetration rate of 49.5%, up 2.5 percentage points from 2024 [8][26]. Summary by Relevant Sections Low-End Market (Below 80,000 Yuan) - The low-end market saw a total volume of 930,000 units from January to May 2025, a significant year-on-year increase of 68%, with a NEV penetration rate nearing 75% [9][33]. - The market's small scale and high penetration base limit its contribution to the overall market's NEV penetration rate [9][33]. Mid-Range Market (80,000 to 250,000 Yuan) - The mid-range market had a total volume of 5.25 million units from January to May 2025, showing a slight decline of 0.4% year-on-year, with a NEV penetration rate of 43.0%, up 1.6 percentage points from 2024 [10][53]. - The decline in NEV penetration rate is attributed to price reductions by joint venture brands, which have affected the market dynamics [10][57]. High-End Market (Above 250,000 Yuan) - The high-end market recorded a total volume of 2.06 million units from January to May 2025, a year-on-year decline of 2.6%, with a NEV penetration rate of 53.3%, up 2.0 percentage points from 2024 [11][59]. - The slowdown in NEV penetration is due to price reductions among luxury brands and the maturity of popular models from domestic brands, with significant new vehicle launches expected in the second half of the year [11][59]. Investment Recommendations - The report suggests focusing on strong intelligent driving vehicles as a key opportunity in the new cycle of the automotive industry [12]. - It also highlights the potential for leading manufacturers that have seen their market share drop due to joint venture price cuts [12]. - Additionally, there is optimism regarding structural growth in NEV exports despite a general slowdown in overall export growth [12].

Core Viewpoint - Geely Holding Group announced the appointment of Zhou Ying as the Executive Vice President of Lynk & Co, transitioning from his role at SAIC Motor's MG brand, indicating a strategic move to enhance leadership and marketing capabilities within Lynk & Co [1][12]. Group 1: Zhou Ying's Background and Experience - Zhou Ying, aged 38, has a diverse background in the automotive industry, having joined SAIC-GM-Wuling in 2011 and held various marketing roles, contributing significantly to the brand's success during his tenure [6][8]. - Under Zhou's leadership, SAIC-GM-Wuling achieved annual sales exceeding 1.4 million units from 2020 to 2023, with the Wuling Hongguang MINI EV becoming a top-selling vehicle in China, accumulating 1.4 million sales since its launch in July 2020 [8][9]. - After a brief stint at Xiaomi Automotive, where he served as the marketing head, Zhou returned to SAIC-GM-Wuling before moving to Lynk & Co, showcasing his adaptability and strategic vision [8][9]. Group 2: Zhou Ying's Impact at MG - Zhou was appointed as the General Manager of the MG brand in December 2024, where he initiated significant reforms aimed at global product development and market expansion [9][11]. - He emphasized the importance of brand, product, marketing, and channel rejuvenation, establishing a dedicated brand team and advocating for a stronger public relations and new media team [11]. - During his tenure, MG's sales from January to May 2024 reached 43,200 units, reflecting a 30% year-on-year increase, indicating the effectiveness of his strategies [11]. Group 3: Future Implications for Lynk & Co - Zhou's extensive experience across joint ventures, independent brands, and new forces in the automotive sector is expected to bring transformative changes to Lynk & Co, although the specific outcomes remain to be seen [12].

Core Viewpoint - The emergence of "zero-kilometer used cars" in the Chinese automotive market is a response to inventory pressure and sales targets faced by manufacturers and dealers, leading to significant price reductions in the second-hand car market [2][3][24]. Group 1: Definition and Characteristics - "Zero-kilometer used cars" refer to vehicles that have completed registration but have extremely low mileage, often less than 100 kilometers, making them almost new [2][21]. - These vehicles are typically sold by manufacturers directly to used car dealerships, which then resell them to consumers [6][12]. Group 2: Market Dynamics - The current market for "zero-kilometer used cars" is driven by a price war and an imbalance in supply and demand, with these cars serving as a "release valve" for manufacturers and dealers to manage excess inventory [3][24]. - The sales volume of "zero-kilometer used cars" is estimated to account for 5%-10% of the total used car market, translating to approximately 1-2 million units based on projected total used car transactions in 2024 [21][24]. Group 3: Sources and Distribution - The sources of "zero-kilometer used cars" include excess inventory from 4S dealerships, vehicles from rental companies, and those produced to exploit subsidy loopholes [14][15]. - Many used car dealers find it challenging to access these vehicles directly from manufacturers, often relying on established relationships or group purchases to acquire them [15][16]. Group 4: Market Impact - The rise of "zero-kilometer used cars" is expected to intensify competition in the used car market, particularly affecting the sales of "quasi-new cars" [27][28]. - The phenomenon may lead to a decline in the perceived value of traditional used cars, as consumers may prefer the nearly new condition of "zero-kilometer used cars" at similar price points [28][29]. Group 5: Regulatory Considerations - Experts suggest that the lack of regulatory measures for "zero-kilometer used cars" could lead to potential market manipulation, and there are calls for improved oversight from government bodies [32][33]. - Recent discussions among industry stakeholders, including the Ministry of Commerce, aim to address the implications of "zero-kilometer used cars" on the market [33].

Core Viewpoint - The article highlights the resilience of fuel vehicles among the younger generation, particularly Generation Z, amidst the growing popularity of electric vehicles. It emphasizes that many young car owners still prefer fuel cars for their practicality and driving experience, despite societal pressures to choose electric options [4][6][29]. Group 1: Market Trends - Fuel vehicles continue to perform well in sales, with popular models achieving monthly sales exceeding 10,000 units, indicating strong consumer interest [6]. - As of early this year, the penetration rate of new energy vehicles dropped to 38.4%, contradicting the narrative that fuel vehicles are on the decline [6][29]. - At the recent Shanghai Auto Show, fuel vehicles accounted for 30% of all displayed cars, showcasing their competitive performance and features compared to new energy vehicles [6][8]. Group 2: Consumer Behavior - Many young consumers view purchasing a car as a significant milestone, akin to a second coming-of-age ceremony, with personal stories reflecting their attachment to fuel vehicles [10][13]. - The article features anecdotes from young car owners who express a sense of freedom and personal achievement associated with owning a fuel vehicle, highlighting the emotional connection to their cars [12][14][20]. - There is a notable divide in societal perceptions, with some young fuel car owners facing criticism for their choices, yet they remain steadfast in their preferences [34][35]. Group 3: Industry Response - Car manufacturers are increasingly targeting the younger demographic with models marketed as "first cars," with various brands launching affordable options to attract this segment [29][31]. - The competition between fuel and electric vehicles is intensifying, with fuel cars now being positioned as viable alternatives in terms of pricing and technology [31][34]. - The article suggests that the automotive industry must recognize the diverse preferences of young consumers, who may not conform to a single narrative of electric vehicle superiority [34][37].