First of all, to be clear, this is not a manuscript denouncing the “refrigerator color TV big sofa”.
After all, we do not reject the “comfortable” driving experience.
The question I want to discuss here is how to better break through and break the circle in the face of the homogeneous automobile market.
As we all know, among the new forces of car building, the reason why the ideal car can stand out has something to do with the product definition of the first-hand refrigerator color TV sofa.
The ideal car will fill the space, comfort and other household properties of the product, which is deeply loved by the middle class.
Where there is demand, there is a market.
The ideal car that dares to be the first to eat crabs is not only the first to make a profit, but also a dust-free ride in sales, claiming that it does not care about competitors'”three melons and two dates”.
According to the data, as of June 30, 2024, the cumulative delivery of ideal cars has reached 822345, ranking first in the total delivery volume of new power brands in China.
On Aug.
1, ideal released July delivery figures, a record monthly delivery of 51000 vehicles.
The glaring data seem to boast that the ideal car has stepped onto the platform and got out of the self.
But the question now is, is the killer of the ideal car only the big sofa of refrigerator and color TV? Some people say that the refrigerator, color TV, big sofa is the ideal core technology.
others say that the ideal model is so easy to sell because it has added a range extension and exploited a loophole.
However, when all this began to be copied by competitors, all kinds of “half-price ideals” were born.
Where should the expensive “authentic” ideal car go? Refrigerator color TV sofa is not a universal formula.
Under the smoke of price war, prices go up, prices go down, prices go up and down.
The major car companies, the means around the price emerge one after another.
There are two key points behind this protracted price war: first, to compete for market share in order to continue to sit at the card table.
and second, the arrival of the era of new energy vehicles to rebuild the price system.
Reshuffle is inevitable, but for the reform of the automobile market, refrigerator color TV sofa is definitely not a panacea formula.
As a matter of fact, after Zero run C10 shouted the slogan “a better home for young people”, the ideal momentum of “encirclement and suppression” in the whole industry is about to come.
In recent months, the performance of zero-running cars is very eye-catching.
The reputation of “value reference” is constantly fermenting, coupled with the cooperation with Stellantis to go to sea, which makes the brand power of zero-running cars all the way up, vaguely showing the momentum of winning the top three.
According to the latest data, the delivery of zero-running cars reached 2, 093 in July, an all-time high.
It is also worth mentioning that on July 30, Zero International sent the first batch of Zero C10 and T03 from Shanghai Port to Europe.
The rising data show that zero-running cars are going the right way, while compared with ideal car products, zero-running is a “similar, similar and cheaper”.
The economic environment is changing.
When the middle class becomes a small middle class, will we turn around and consider zero-running cars? Or, this kind of refrigerator color TV sofa with higher performance-to-price ratio, is it easier to open up the market? The household SUV market, at the level of 10 to 200000, is a must for every soldier.
At this moment, Nahu car actually regained its strength and began to take the road of “half-price ideal”.
Some time ago, Nashi launched a new model, “Nezha L”, a medium-sized SUV with a starting price of 129900 yuan.
And outrageously, it can also be called a big sofa for refrigerators and color televisions.
It is obvious that the popularity of refrigerator color TV sofas is much faster than that of high-end smart drivers.
In other words, if you want to rely on the refrigerator color TV sofa to sell differentiation, it is really even more difficult.
The arrival of the era of new energy vehicles has brought more opportunities for major car companies, but also set more challenges and difficulties.
Everyone knows that they are user-centered and user-centered, but what users really want and need is the refrigerator, color TV, big sofa? A car, it is first a car, and then is a comfortable “third space”.
Many people may pay for the concept of the third space, but when the concept of the so-called third space becomes standard, no one will believe how technically difficult it is and how high the value barrier is.
So the question is, how to sell the “premium” of the new energy vehicles we have high hopes for? Who holds the right of premium? In fact, if you look at it, there are a lot of new energy vehicles that are expensive and sell well.
In other words, it is not that no one spends money on expensive cars, but that the “rich” do not see the opportunity to do so.
Similarly, take the ideal car as an example, the ideal L9 can be said to be a representative model, with a price as high as 400000 yuan, but can achieve monthly sales of more than 6000 units.
And the M9, which competes in the ring, sells for more than 450000 yuan, and its sales volume is Changhong, reaching monthly sales of more than 16000 units.
In the past, the market regarded BBA as the standard of luxury, but now, with the opportunities brought by the era of new energy vehicles, Chinese car brands such as ideal, question, and Ulay have stepped onto the stage of the luxury car market.
A grain of dust of the times, falling on each individual’s head, is a mountain.
At this moment, of course, BBA still has the market, after all, it is difficult to shake the accumulation of brand power, the accumulation of product power, the construction of service system, and the image of consumers in the luxury market.
However, the change of the times will not be changed because of the will of a certain person or an enterprise.
only by seizing a moment of opportunity can we take advantage of the situation.
It is obvious that today’s new energy vehicle market is in such a state.
In the face of the surging trend of the new energy vehicle era, everyone’s starting point is almost the same, even if once the “three big things” is no longer the only standard to determine whether a new energy vehicle is good or bad.
Is the millet SU7 a good car? Official listing only a few months, to achieve monthly sales of more than 10,000, but from the data point of view, it is worth giving a thumbs up.
As everyone knows, this car is after doing all the right things, such as appearance, product performance, price, and so on, coupled with the brand effect of Xiaomi, Lei Jun’s personality charm, to create such achievements.
Can the Xiaomi car be copied? Further, can Tesla copy it? This answer is in the negative in my personal mind.
But there is no denying that the success of a model is definitely traceable.
As mentioned earlier, the success of the ideal car and the success of the world have something in common, and the so-called refrigerator and color TV sofa is only one of them.
To sum up briefly, new energy vehicles want to sell at a premium, there are three points.
, First of all, the brand must stand up.
An ideal car can rely on refrigerators, color TVs and sofas to “break the circle” and leave consumer reputation through product power, which means that a certain brand image has been established.
Moreover, Ideal Automobile, as the first car company to make profits and be the first to approach the middle class among the new forces in car building, has a full first-mover advantage and has left a deep impression on consumers.
Secondly, brand technology support.
, In the final analysis, the brand belongs to Celis, but the strong support of Huawei’s technology has plated it with a layer of “gold”.
To put it bluntly, are M9 consumers in the shopping industry going for Cyrus or Huawei technology? In the same way, can the next Xiangjie S9 and Zunjie MPV attract certain consumers with the same number of channels? Last but not least, worry-free service.
, Buying new energy vehicles is most afraid of mileage anxiety and energy replenishment anxiety.
The 800V platform, ultra-charging and ultra-fast charging, power replacement system, etc.
are all valuable configurations and supporting facilities.
NIO’s example tells us that the power exchange system is valuable, and so are the services.
Moreover, when these configurations and supporting facilities of yours can truly be realized and seen by consumers, someone will pay the bill.
It is difficult to sell a car, but it is even more difficult to sell it at a price.
, For car companies that are in the trend of the times, building cars is a practice, and selling cars is even more.
But if you just stare at the “fake appearance” of the refrigerator, color TV and sofa, I’m afraid you will really become a “joke”.
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