On June 29, Huanzhuan and e-Driver jointly released the "Driver’s Machine and Replacement Demand Report" (hereinafter referred to as the "Huanzhuan and e-Driver Joint Report"), through a survey of nearly 1,500 drivers, to gain a deeper understanding of the mobile phone usage habits and replacement needs and preferences of the driver group.

　　According to the joint report of Huanzhuan and e-driver, due to the high dependence on mobile phones in life and work, nearly 60% of the chauffeurs own more than two mobile phones, which is a typical dual-phone crowd, and 20% of them are already using second-hand mobile phones. In terms of replacement demand, the replacement frequency of chauffeurs is concentrated in 1-3 years, and they are more willing to choose mobile phones with a price of 1,000 to 3,000 yuan. Huawei has become the most popular mobile phone brand. In addition, more than 20% of chauffeurs are planning to exchange for more cost-effective second-hand mobile phones; and when buying second-hand mobile phones, more than 40% will choose such second-hand trading platforms as Huanzhuan; they generally pay attention to the functions and quality of mobile phones, and pay the most attention to the inspection and quality assurance services provided by the platform.

　　Low-tier market demand is strong, and nearly half of the driving brothers are post-90s

　　With the effective control of the epidemic, production and life across the country have resumed one after another, including offline catering, leisure and other consumer formats have recovered, and to a certain extent, the demand for services such as driving has also been raised.

　　According to the joint report of Zhuan Zhuan and e-driving, compared with first-tier cities such as Beijing and Shanghai, Hangzhou, Nanjing, Chengdu and other second- and third-tier cities have increased their demand for driving in epidemic prevention and control so far. More than 60% of the drivers who actively receive orders come from cities outside the first- and second-tier cities.

　　At present, the domestic driver group is showing a younger trend, with a concentrated age distribution between 22 and 40 years old, of which 22-30 years old account for 44.59%.

　　The survey data shows that the current income of chauffeur groups is generally concentrated between 3,000 and 5,000 yuan.

　　This part of the population is highly consistent with the characteristics of the main user population of the Huanzhuan platform. According to the data of the Huanzhuan platform, in recent years, second-hand transactions have gradually "sunk" from first- and second-tier cities to third-, fourth- and fifth-tier cities, and young users have become the main consumer groups. Among them, second-hand mobile phone transactions are particularly obvious.

　　Analysts at the Zhuan Strategic Research Department said that in third- and fourth-tier cities, the monthly income of 3,000 to 5,000 yuan is a medium level. Considering that the work of chauffeur is relatively hard, and the rigid needs of buying a house, getting married and having children, etc., it is an important characteristic of this group to be careful in life.

　　Replace the machine in one to two years, and the budget for replacement of more than 70% does not exceed 3,000 yuan

　　According to the joint report of Huanzhuan and e-chauffeur, 59.2% of the nearly 1,500 chauffeur drivers interviewed own more than two mobile phones, making them a typical dual-machine population. Work, entertainment, and shopping have become the main needs of this group.

　　Due to high-frequency usage, 40% of drivers will change their mobile phones within 1-2 years, and another 43.03% will change their phones within 2-3 years. However, looking at the demand for mobile phones, more than 70% of drivers will choose mobile phones priced at 1000-3000 yuan.

　　It is not difficult to see that the replacement frequency of the chauffeur is high, but the replacement budget is low. Analysts from the Huanzhuan Strategy Research Department said that second-hand mobile phones can also perfectly support functional needs such as receiving orders, entertainment, and shopping, and the price is more suitable. For example, the 6 + 64G Huawei P20 Pro, with a transaction price of about 1000-1500 yuan on Huanzhuan, can smoothly run mainstream APPs, games, etc., which can fully meet the needs of chauffeur drivers. It is worth noting that 20% of the surveyed chauffeur drivers are already using second-hand mobile phones, which also shows that this part of the group attaches great importance to cost performance.

　　Drivers are mostly "pollen", and they still love Huawei most when changing mobile phones.

　　Mobile phones are a must-have item for chauffeurs to receive orders. When redeeming, chauffeurs not only value the cost performance of mobile phones, but also have a great preference for the choice of mobile phone brands. From the mobile phones used to receive orders, nearly half of chauffeurs are "pollen". Among them, 38.85% of drivers use Huawei mobile phones, and another 7.38% use Honor. In addition, the second and third most commonly used mobile phone brands are OPPO and Apple respectively.

　　This is also consistent with the quarterly mobile phone market report data released by Huanzhuan. According to the data of Huanzhuan platform, male users are more accepting of Huawei mobile phones than female users prefer iPhone, and Huawei is also the most popular Android mobile phone brand in the second-hand market.

　　Analysts from the Research Department of Huanzhuan Strategy said that Huawei’s appearance and performance are more in line with male usage habits, and most of the drivers are male drivers, and Huawei’s preference for mobile phone brands can be seen in Huawei’s more than Apple. Take Huawei’s high-end mobile phone Mate series as an example, which is positioned as a business machine and has high stability. The price of the next new model in the second-hand market is only half of that of the new model. Both practicality and price are very suitable for the needs of the driver group. In addition, OPPO pays attention to the development of offline stores, and Apple’s strong iOS ecology has also allowed its own brand to gain higher attention.

　　In the channel of purchasing mobile phones, drivers have a more balanced choice between online and offline, with Internet e-commerce platforms and mobile phone brand stores accounting for 47.58% and 44.59% respectively.

　　In this regard, analysts from the Huanzhuan Strategic Research Department said that, on the one hand, mobile phone offline stores in third- and fourth-tier cities are indeed widely laid, becoming one of the main channels for people to buy mobile phones; on the other hand, chauffeurs are mostly between the ages of 20 and 40, and the acceptance of online e-commerce platforms is also high, and the demand for online shopping is also very strong.

　　Inspection, quality assurance is indispensable, nearly 40% of drivers buy second-hand mobile phones to choose transfer

　　In addition to the 20% of the interviewed driver drivers who are already using second-hand mobile phones, the survey data of the joint report of Zhuan Zhuan and e-driver also shows that more than 20% of the respondents said they plan to buy second-hand mobile phones when changing mobile phones.

　　36.09% of chauffeurs who plan to buy a second-hand mobile phone will choose a second-hand platform like Huanzhuan to buy it. People value the function of a second-hand mobile phone more, followed by the brand and price. In addition, 40.19% of chauffeurs buy old mobile phones from real-world friends.

　　In this regard, analysts from the Research Department of Huanzhuan Strategy also said that the current offline proportion of second-hand mobile phone transactions is higher, many of which occur in the WeChat community and acquaintances, and the online rate accounts for only about 20%. However, with the growth of online shopping demand and the rapid development of online platforms, especially platforms like Huanzhuan that can provide contract fulfillment services, will bring more choices to second-hand mobile phone consumers, including chauffeurs.

　　According to the survey data, when purchasing second-hand mobile phones, the driver is most worried about quality, followed by after-sales guarantee and mobile phone pricing issues, and very much hope that the platform can provide inspection quality inspection and after-sales quality assurance services.

　　Since the beginning of the launch, we have taken the lead in launching machine inspection and quality assurance services in the industry, and quickly formed generally recognized quality inspection and service standards in the industry.

　　At present, Huanzhuan provides 66 major professional quality inspections for second-hand mobile phones traded on the platform. The proportion of platform mobile phone transaction orders choosing inspection services has exceeded 90%; in addition, the platform’s self-operated second-hand mobile phones also provide one-year quality assurance. This also means that the quality inspection and quality assurance services provided by the Huanzhuan platform are recognized by more and more users, and can fully meet the replacement needs of consumers, including chauffeurs. Many interviewed chauffeurs also said that the inspection and quality inspection services provided by Huanzhuan can significantly improve their trust in buying second-hand mobile phones, and after-sales services also make them feel more secure.

　　Online and offline businesses are working together to promote consumption and boost the economy

　　As of May 15, the total output value of the national driving market in 2020 has exceeded 3.20 billion and is in a period of rapid development. Founded in 2011, e-driving is committed to providing high-quality, safe, fast and cost-effective driving services. Users can initiate drunk driving, valet parking, door-to-door pickup and delivery, exclusive services for female drivers, business driving, travel driving and other needs through e-driving. At present, e-driving has more than 500,000 registered cooperative drivers nationwide, with an average driving age of more than 13.43 years, covering more than 400 cities such as Beijing, Shanghai, Guangzhou and Shenzhen.

　　For drivers whose daily income is mainly concentrated in the range of 3,000 to 5,000 yuan and who rely heavily on mobile phones for work, second-hand mobile phones are undoubtedly more cost-effective.

　　As a comprehensive second-hand trading platform known for second-hand mobile phone transactions, Huanzhuan is committed to providing reliable performance services, including machine inspection and quality inspection, to all consumers, including chauffeurs, through the establishment of a standardized service system, so that everyone can buy and sell second-hand with more confidence and worry, meeting the diverse consumer needs, and becoming an emerging force to boost economic development.

　　At present, the transfer business has covered more than 2,000 counties and cities across the country, and the demand for second-hand transactions in the lower-tier market represented by third-, fourth- and fifth-tier cities is growing rapidly.

　　The latest "transfer & find beautiful machine joint 618" battle report data released by the transfer group also shows that during the entire 618 promotion period from 8:00 pm on May 31 to 24:00 on June 18, the B2C transaction volume of the transfer group exceeded 357 million yuan, and the payment transaction exceeded 207,000 orders. A total of more than 180,000 mobile phones were sold.

　　It is worth noting that during the "peak 28 hours" from 8:00 pm on June 17 to 24:00 on June 18, the B2C business of Huanzhuan Group sold 1 mobile phone every 1.7 seconds. During the 618 promotion period, the top 5 cities where buyers were located were Shenzhen, Guangzhou, Chongqing, Beijing and Dongguan; in addition, third- and fourth-tier cities such as Foshan and Ganzhou also entered the top 10.

Beijing News Shell Financial News (reporter Cheng Zijiao) On January 24, in response to online rumors that Douyin was in talks with Alibaba to acquire Ele.me, Ele.me CEO Yu Yongfu responded on the company’s intranet that the rumors were false.

"Fake, we have already refuted the rumors," Mr. Yu said on the intranet. "I don’t know if there are not many things that people can care about in the Internet industry now, but fake can only be fake in the end. I have said in the class committee (management) before that everyone may feel that they have heard the most authority from me, so they will respond positively to everyone again."

He also said that over the past two years, Ele.me has continued to reduce leverage, and its efficiency has been greatly improved. In the next three years, Ele.me will further improve its efficiency, solve its own problems, and complete a new stage goal."The market always hates the poor and loves the rich. It is precisely because we are getting better step by step that more and more voices in the market are paying attention to us. As long as we continue to get better step by step, more and more voices in the market will be optimistic about us. "

Yu Yongfu also said that based on the overall goals for the next three years, the management of Ele.me has made detailed plans for the business strategy for the next 100 days and the next year, and each business unit is also formulating the goals for the new fiscal year. The next step will be gradually implemented, which is worth the market’s continued expectation.

Editor, Yue Cai Zhou

Proofreading, Lucie

Text/Lu Shiming

Editing/Gale

On June 25, Avita Technology landed at the Chongqing International Auto Show and launched a new generation of intelligent electric vehicle technology platform, C (Changan) H (Huawei) N (Ningde Times).

It is worth mentioning that Zhu Huarong, chairperson of Changan Automobile, Xu Zhijun, chairperson of Huawei, and Zeng Yuqun, chairperson of Ningde Times, attended the Avita press conference together. Under the "luxury" lineup, Avita’s popularity has been rising again and again.

Avita Launch

At present, all the traditional independent brands want to complete an upward breakthrough at the time of electrification and intelligent transformation. The Great Wall has salons, Geely has polar krypton, and the well-off has questions. Now Changan, which is a little slower, has also joined the array and launched its high-end new energy brand Avita.

Unlike most new brands, Avita had one more halo, and the three-way cooperation between Changan, Huawei, and Ningde Times made Avita’s prospects broader. But reality was always skinny, and even if there were real materials, Avita’s problems gradually appeared in front of many consumers.

That includes the naming of Avita, the appearance of the first model, the Avita 11, and the theory of "emotional intelligence" that Avita’s chairperson and chief executive, Tan Benhong, has spent a lot of time describing. These issues, while the opinion of the benevolent and the wise, also reflect some of Avita’s shortcomings.

More importantly, compared with other traditional brands’ "two factories" cooperation model, Avita’s so-called "three giants cooperation" not only brings obvious advantages, but also brings a question that the market can’t help but associate, that is, whether there will be differences in interests that will hinder the development of the brand.

As a latecomer to the market, Avita itself does not have an advantage. If the dispute points and potential hidden dangers are not resolved earlier, it may be difficult to get a piece of the cake in this highly competitive track.

Avita’s past and present life

In fact, Avita is not Changan’s "newborn", its predecessor is "Changan NIO", which is a brand jointly established by Changan and NIO.

At the 2018 Qixi Festival, Changan partnered with NIO to officially establish Changan NIO, with Changan Automobile and NIO each holding 45% and the other 10% held by the executive team.

However, as NIO gradually gained a foothold in the domestic new energy market, and the highly competitive market made it difficult for it to spare energy to focus on other businesses. In 2020, Li Bin stepped down as the chairperson of Changan NIO, officially ending this stage.

Of course, NIO did not fully withdraw, but the shares fell to less than 5%. But as the leading party, Changan did not give up, but continued to extend the life of "Changan NIO" through capital increase, and officially changed its name to Avita Technology in May 2021.

Avita 11

It is worth mentioning that as early as 2015, Changan released the "518" new energy vehicle development strategy, planning to launch 34 new energy vehicle models in 10 years. Then in 2017, Changan also announced the "Shangri-La Plan", which is expected to completely stop selling fuel vehicles in 2025. But today, both plans can be said to have failed.

The market will not stop because of a certain company’s strategic problems. Seeing Geely’s Jikrypton, Dongfeng’s Lantu and other brands gradually rise in the market, Changan, which is seriously out of touch with the new energy market, has undoubtedly become the "that person" who is caught off guard and on pins and needles.

In order not to be "abandoned" by the market, Changan not only had to keep "Changan NIO", but also use external forces to catch up. Therefore, after NIO left, Changan "introduced" Huawei and Ningde Times, two heavyweight friends, through capital increases.

At present, the top five shareholders of Avita are Changan 39.02%, Ningde Times 23.99%, Chongqing Chengan 19.01%, Southern Assets 8.73%, Fujian Mindong 5.00%, and NIO retains a 1.13% shareholding ratio. It is worth mentioning that behind Chongqing Chengan are Chongqing State-owned Assets Supervision and Administration Commission and Liangjiang New Area.

Avita’s shareholding structure

Changan, Huawei, Ningde Times, state-owned assets… When these words appeared in the introduction of the same company, the imagination of the market and consumers was instantly opened. Since the official announcement of the cooperation in May last year, Avita has become the expectation of many people.

Unfortunately, in the blooming market environment, Changan overestimated the enthusiasm of consumers. Shortly after changing its name, Avita gradually "disappeared" from the track. Until recently, a press conference reminded people again that Changan also has a high-end brand of new energy vehicles.

From experience, the promotion of new brands during the release and official delivery window is crucial, and the recent Avita 11 overwhelming advertising is undoubtedly a good momentum.

Everything has its pros and cons. While Changan allows consumers to remember Avita, it has also ushered in some controversial issues.

Name, appearance, emotion theory, Avita sparks controversy

Judging from a large number of netizens’ comments, Avita’s name has attracted much attention.

Avita is taken from the English Avatr, which means virtual avatar in the game or online world. The official gave the word a deeper meaning, that is, to create another self in the intelligent parallel world for each user. This car is also defined as "emotional intelligent electric car, understand your intelligent avatar".

Such an explanation sounds very cultural and representative, but at first glance it will make people feel that it is an overseas brand. Too Westernized and without Chinese characteristics, "I feel a little foreign and foreign" has become a voice.

At the same time, the English Avatr of Avita is similar to the English of the science fiction movie "Avatar", except that one letter is missing, which is easy to confuse. Not only that, the name Avita is also difficult to remember compared to other traditional car brands.

Among the many elements of a brand, the name is the core element of the brand and the basis for forming the brand concept. If a brand wants to expand its influence, it must first make consumers remember the brand name. Compared with the previous Xiaocangxailis, it was difficult to get consumers’ attention at first, but after its model was named "Ask the World", the development momentum improved significantly.

Avita is not easy to remember, nor does it have many characteristics. If the product is not particularly outstanding, it may be difficult to familiarize everyone with this brand.

In addition to the name, as the first model of Avita, the appearance of the Avita 11 to be delivered is also "difficult to say". When it comes to appearance design, Changan’s ability is not weak, and even has a high level. For example, its UNI series has won the love of many young people just because of its appearance.

But according to the current official promotional map, the Avita 11 is a coupe SUV with a slippery back. The front is too "simple", and there are no other elements except for the separate design of daytime running lights and headlights, but the light group is too narrow and long, looking a little hideous and awkward.

Avita 11 front

The side of the car is still normal, but the biggest difference in the back of the car is that its rear glass area is very small and it is sunken inward. This design may minimize the drag coefficient, but for the sake of the drag coefficient, it sacrifices the appearance that consumers value, and may affect the rear view. Is this really cost-effective?

The most controversial aspect of Avita, compared with the name and the appearance of the "sitting" model, is its theory of "emotional intelligence".

At the brand launch, compared to the product information introduction of Avita 11, Avita Chairperson and CEO Tan Benhong spent more time interpreting Avita’s brand definition, namely "emotional intelligent electric vehicle", and proposed "E.I. user request theory system".

Avita Launch

From Tan Benhong’s explanation of "emotional intelligence", Avita’s pursuit is to "add personal touch" to the car, just like a consumer’s confidant, so that consumers can feel the meaning of Avita emotionally, rather than just limited to a machine.

The competition of new energy automobile brands has already risen to the intelligent level. The new brand release does not involve the word intelligent, and it seems that it is embarrassing to introduce it to consumers. The continuous involution of the brand has enriched the intelligent interaction experience of automobiles, and the functions and forms have become more and more complex.

Avita’s invisible and intangible metaphysical concept is more like a deliberate gimmick to be different from AI artificial intelligence.

Anxiety over control under multiple interests

There is no eternal cooperation, only eternal interests. As a result of the cooperation of giants, Avita may be limited to the capital triangle.

For Huawei, which provides software systems and platforms to a number of automakers, the purpose of its layout is very obvious in the era of software-defined smart cars.

From the perspective of the industrial chain, Huawei will grasp the core of smart cars, grasp the traffic entrance of smart cars, and compete with car manufacturers for more has the voice over. Or through the cooperation of multiple manufacturers to accumulate production experience, and finally build their own cars.

Although Avita advertises as "the first emotional intelligent electric vehicle brand with Huawei’s HI full-stack smart car solution", based on the fact that Avita is one of Huawei’s many partners, there is no "halo" effect for consumers at all.

And also think about it, if Avita really enters the Huawei channel, then the Huawei exhibition hall with the M5 is now placed, can it still squeeze Avita 11?

Huawei store ask the world M5

Let’s talk about the "battery Mao" Ningde era, as a battery manufacturer, Ningde era in order to improve the vehicle company has the voice over, as well as the bargaining power in the market, in the past two years, gradually through financing means to invest in new energy vehicle companies, such as Nezha Automobile, Aichi Automobile, Byton Automobile and Geely Krypton and other brands.

In the same way, as more and more car companies cooperate with Ningde Times, the "halo" of Ningde Times is no longer a halo. The difference is that Ningde Times may have another purpose in entering Avita this time. Whether it is the Kirin battery previously released by Ningde Times or the highly integrated CTC technology to be launched in 2025, Avita may be one of the first brands to be put into use.

The use of new technologies and the improvement of vehicle competitiveness will lay the foundation for its foothold in the high-end market. This is also the reason why CATL will invest in Avita, which is more like a "test field" for power battery black technology.

As a "leader", Changan certainly knew that it was a big "hidden danger" to let its partners "master" the most important power battery in electric vehicles and the intelligence of its views, but it had to choose to compromise.

On the one hand, as a leading enterprise in the field of autonomous vehicle enterprises, Changan has been in a marginal position in the field of new energy. If it does not try its best to catch up in the short term, the gap will only widen until it is abandoned by the market. On the other hand, whether it is power batteries or intelligence, the research and development costs are extremely high, which is not something that traditional automobile companies can afford. Choosing cooperation is undoubtedly the best choice.

In this way, the three parties can be said to have "each mind". As a new brand, with the gradual development of Avita, once a certain part of the three-party cooperation changes, it may become a major disaster for Avita. This will not only make people think, after the embryonic stage, how much support will the three parties give Avita?

Nowadays, new energy vehicles are getting more and more crowded, and whether the track can accommodate Avita, a new player, the market will provide the answer.