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被忽视的租车市场,能否成为二线新势力的新

行业整体的增长并不意味着每个企业都能交出上涨的业绩表现

车企+租赁企业之间须强强联手

近两年来,新能源汽车市场一路狂飙,2021-2022年,我国新能源车的销量分别为352.1万辆和688.7万辆,同比增长169.1%和93.4%。我国此前在新能源汽车产业发展规划中制定的2025年新能源汽车销量达到新车总销量20%的目标,基本可以宣布提前完成。

从相关企业数量的变化,我们可以明显感受到行业的火热程度。来自天眼查的数据显示,截至2022年7月,全国新能源汽车相关企业约55.2万户,其中2022年上半年新增注册企业11.8万户,1—6月新注册企业平均增速为46.5%,保持较高增速。

不过,行业整体的增长并不意味着每个企业都能交出上涨的业绩表现。在13家已经发布2022年业绩预期的上市汽车企业中,仅有6家车企预计净利润为盈利并出现同比增长趋势,江淮、赛力斯、海马、北汽蓝谷等5家车企出现由盈转亏或亏损扩大趋势。

从13家上市汽车企业的业绩预期中能够看出,汽车产业马太效应不断加剧。面对新能源汽车“国补”退出、电池原材料价格上涨的压力,尚未实现盈利的汽车企业,一方面要承受业绩下滑带来的压力,另一方面还要积极应对产业转型所带的不确定性,除了跟进降价,这些边缘车企是否可以另辟蹊径,逐渐提振销量,在竞争中努力活下去。

刚刚过去的兔年春节,“探亲+旅游”让春节租车市场快速复苏神州租车一嗨租车悟空出行等头部租车平台订单量大增,“取车早,租期长”成为兔年春节租车市场特点;此外,随着我国公路系统建立起完善全面的充电设施,已经可以满足电动车远程出行需求,新能源汽车也成为用户青睐的车型。不过,新能源车销售市场虽然“开年遇冷”,租赁市场却一片火热,尽管春节期间租车价格较平时翻倍,但不少城市仍是“一车难求”。某租车平台数据显示,春节期间租车订单量同比增长了近40%;不少租车公司都表示,今年春节的租车量甚至反超2019年春节。

一面是汽车租赁市场的一片火热,越来越多的消费者想通过租车的形式来深度体验新能源车辆;一面是新能源车企将直接进入“贴身肉搏淘汰期”,争取为数不多的生存名额。在马太效应不断加剧的背景下,汽车租赁市场会不会是不少边缘车企的另一个“好出路”?

01 租车市场或迎来二次爆发

短期来看,旅游业的复苏给租车市场带来新的增长,但长期来看,年轻消费者出行方式的转变,才是推动租车市场爆发的真正原因。

以Z世代为代表的年轻消费者,他们推崇更精致的生活理念,随着近年露营、徒步等旅游方式的兴起,自驾出行的需求也在增多。

数据显示,Z世代年轻群体在租车用户群中的占比逐年爬升,已超三分之一。此外,在后疫情时代,基于安全、健康等考虑,租车出行或比公共出行更为消费者所接受。

与此同时,在近年国家“双碳”目标下,共享出行也成为了出行新趋势,相关部门已多次出台相关政策,鼓励共享出行等新业态发展,租车行业是共享经济的重要赛道之一,也能获得相关的政策红利。

在这样的背景下,近年租车市场在经历了跌宕起伏的发展后,也再次迎来了二次爆发。除了消费者所熟知的神州出行、一嗨出行等头部品牌,布局租车市场的企业并不少,加起来超过130万家,不少区域性企业也通过携程、去哪儿等聚合平台,获得不少地方订单。

根据天眼查的数据显示,广东、山东、江苏、河北、上海成为拥有租车公司数量前五的省份,从分布图可以看出,省份常驻人口数量多少、经济发展程度、旅游资源丰富程度是主要的决定因素。

△数据来源:天眼查

此外,据天眼查数据显示,目前约有56%的汽车租赁企业成立时间均在1-5年之内,这意味着尽管遭遇疫情,但以Z世代为主流的消费市场仍然充满活力,也吸引了更多新企业入局。

△数据来源:天眼查

此外,租车企业在资本市场也获得了不少青睐,天眼查数据显示,2017~2022年期间,我国汽车租赁领域共有298起融资事件,融资金额达到2074亿。2022年,全年共有20起融资事件,其中包括租租车枫叶出行等汽车租赁平台。

△数据来源:天眼查

枫叶租车为例,作为携程租车平台中高端汽车租赁的最大供应商,目前已完成30+中心城市覆盖、1200+服务网点的布局,并已完成A轮融资。

02 新能源车企能否重启租车市场?

据天眼查数据显示,中国租车行业的爆发式增长始于2010年,这期间不少本土租车市场纷纷入局,由于它们更了解中国本土消费者喜好与习惯,进一步推动了国内租车市场的发展。

△数据来源:天眼查

随着新能源车的兴起,本土租车市场更迎来了新变化。一方面,新能源智能汽车的科技配置迭代快,消费者更愿意以“租”代“买”。

另一方面,在“双碳”目标的推动之下,不少一线城市提出限行、限号等规定,但新能源车却不受影响,能为车主提供更灵活的出行服务,这也是不少租车公司开始大幅度采购新能源车的原因。

不过,由于疫情三年消费者出游大幅减少,租车市场确实也遭遇了一轮“冷冻期”,在后疫情时代后,新能源车企又该如何重新激活租车市场,租车市场又会不会是新能源车企发展的新机遇?

首先,当前无论是传统车企,还是新能源车企都在觊觎共享出行市场,但传统车企凭借多年积累,往往更倾向于自己孵化出行平台,新能源车企大多尚未盈利,要一口气吃成胖子还是太难。

对新能源车企来说,与头部租车平台、出行平台进行深度绑定会是更好的办法。比如今年1月,神州租车、小鹏汽车小灵狗出行举行了三方战略合作发布会,将共同打造新能源出行服务闭环,更开创了汽车租赁企业与新能源厂商及运营服务商合作的先河。

其次,要进一步推动新能源汽车租赁市场,充电桩等配套设施的发展也至关重要。比如神州租车曾表示,未来其投放重点将会是在新能源汽车充电桩等配套基础设施更加完善的一些城市。

此外,科技租赁也成为破局方向之一,比如神州租车推出的智能化自助取还车服务,将能够进一步简化用车流程,同时提高租车效率,能够充分满足年轻消费者的汽车租赁需求。

未来,新能源车企+租车业务想要发展为更成熟良性的租赁模式,还是需要先解决智能化租车的系列问题,比如汽车座舱用户信息如何有效分配与解决等。目前来看,租车公司已在技术专利上加大投入,据天眼查数据显示,与“租车”相关的专利数量多达3300条以上。

△数据来源:天眼查

总的来看,无论是应对租车系统智能化的发展,还是租车市场配套设施的完善,新能源车企要在租车市场中深入发展起来,车企+租赁企业之间就必须强强联手,合作布局,只有这样,新能源车企才有机会在租车市场撕出一个“生机”来。


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