In China’s business society, there are many classic success stories, such as pinduoduo, who is still scoffed by many people.
In the early stage of development, pinduoduo, with his unique social e-commerce model and accurate positioning for third-and fourth-tier cities and rural areas, effectively excavated and activated this market segment, which has been relatively neglected for a long time.
It uses some innovative strategies to meet the needs of consumers in the sinking market for cost-effective goods and services, thus rapidly accumulating a huge user base.
This successful case clearly shows that the sinking market is not a lack of spending power, but a need for the supply of products and services that are more in line with their consumption habits and needs.
Therefore, the success of Pinduoduo is not only a strong verification of the potential of the sinking market, but also provides valuable inspiration for other enterprises and industries.
The development trajectory of the automobile industry, as a technology-intensive industry with a long history, also confirms such a fact: whether it is looking back at the glorious years of the past, or examining the current market pattern, the market with the largest consumption base has always been rooted in the middle and low-end product market.
In the past, in the initial stage of the automobile industry, due to the limited level of economic development, consumers’ demand for cars was mainly focused on the basic attributes such as practicality, economy, durability and so on.
Therefore, those mid-and low-end models that can provide high performance-to-price ratio naturally become the darling of the market, and sales continue to rise, laying a solid foundation for the initial development of the automobile industry.
Today, although the high-end car market has also ushered in rapid growth with the rapid development of the economy and the improvement of consumer income, the middle-and low-end market still maintains its irreplaceable position.
this is because middle-and low-end models can still meet the basic travel needs of a large number of first-time car buyers.
The mid-market has made great achievements.
During the past seven-day National Day holiday, China’s auto market ushered in a sales boom, and a number of car companies have released order data.
During the National Day holiday of Hongmeng Zhihang, a subsidiary of Huawei, the total number of Hongmeng Zhixing exceeded 28600, of which the intellectual R7 exceeded 9600, the M9 broke through 7800, and the M7 exceeded 9000.
Ideal cars added more than 20, 000 new orders, Xiaomi locked more than 6000, and Polar Krypton received more than 10, 000 orders.
In addition, Xiaopeng added more than 16000 orders, locked up 17397 cars during the National Day holiday, 5252 orders for polar fox in seven days, and 14465 for Deep Blue cars during the National Day holiday.
These data show that the domestic automobile market is showing a hot sales trend during the National Day holiday.
It is worth mentioning that the performance of new energy vehicles is particularly outstanding during the National Day holiday.
Data show that new car sales during the National Day holiday increased by 11.
7% compared with the same period last year, of which new energy vehicles increased by 45.8%. In fact, in the above-mentioned National Day holiday order data, we can reveal a relatively clear fact from the side: domestic high-end brands have gradually taken shape and occupy an important place in the market.
This trend is reflected not only in the rapid growth of orders, but also in the significant improvement of consumers’ recognition of domestic brands.
The eye-catching achievements of Huawei Hongmeng Zhixing, ideal Automobile, Xiaomi Automobile, Polar Krypton Automobile and other domestic high-end brands are a vivid portrayal of this trend.
With their excellent product power, innovative technology applications and continuously optimized user experience, these brands have successfully attracted the attention and favor of a large number of consumers.
At the same time, for other brands, they do face a lot of challenges in order to achieve a breakthrough in the high-end market.
The main reason is that under the market differentiation, consumers’ awareness and loyalty to the brand are also increasing.
It is relatively difficult for new brands to establish a good brand image and reputation in a short period of time.
Going back to the topic at the beginning of the article, everyone wants to be high-end, but it is not easy to build high-end brands, and their number must be limited around the world.
Take the global auto market as an example, there are only a handful of familiar high-end brands, such as Mercedes-Benz, BMW, Audi and so on.
The reason why these brands can stand out and become the leader in the high-end market is their long-term accumulated brand history, technical strength, product quality and excellent user experience.
Therefore, instead of fighting hard in the high-end market and facing huge competitive pressure and uncertain market risks, why not adopt a more robust and pragmatic strategy in this uncertain era, starting with the middle and low end of the market? gradually accumulate brand strength and market experience, and then slowly develop upward? In the past zero-running cars were a vivid example.
As a rookie in the new energy vehicle market, Zero cars do not blindly pursue the short-term interests of the high-end market, but choose to cut into the middle and low-end market, by providing cost-effective products and quality services, gradually won the trust and support of consumers.
At present, Xiaopeng car, which learns from the bitter experience, is another vivid example.
In the face of the intensification of market competition and the diversification of consumer demand, Xiaopeng Motor began to adjust its market strategy, no longer simply pursuing high-end market share, but through MONA 03 and Xiaopeng P7 + these two products, pay more attention to the layout and development in the middle and low end market.
We have been talking about whether a new enterprise is from the top down or from the bottom up.
Now, the choice to start from the low-end market, and then gradually upward development, is a more sensible and feasible strategy.
Through the accumulation and precipitation in the middle and low-end market, enterprises can gradually enhance their brand strength and market competitiveness, and lay a solid foundation for long-term development in the future.
Without Toyota, there is no Lexus.
It is very understandable that China’s traditional car brands are facing strong competition from foreign brands from all over the world in the long and arduous development process of more than 60 years in the fuel truck era.
Chinese brands can only survive in the gap.
They have indeed suffered enough and experienced numerous challenges and setbacks, but they have always worked hard to find their own space for development.
It is precisely against this historical background that the dream of going high has always been rooted in the hearts of every Chinese brand.
They are eager to be on an equal footing with foreign brands in the market, or even surpass them to become leaders in the industry.
This dream is not only the pursuit of market share, but also the overall improvement of brand strength, technical level and international influence.
Because ofAt this time, when a once-in-a-lifetime opportunity such as new energy comes, China brands see hope to realize their dream of soaring, providing huge market opportunities for China brands.
They know well that in this emerging market, whoever can take the lead in occupying the position of a high-end brand will likely become a future industry leader.
As a result, China brands have increased their bets on high-end brands, investing heavily in technology research and development, product innovation and brand building.
They hope to achieve comprehensive brand upgrades and rapid market expansion through breakthroughs in the new energy market.
This determination and courage are worth encouraging.
But encouragement is still encouragement.
For those brands that are striving to move into the high-end market, they need to recognize reality, clarify their positioning and advantages, and formulate practical development strategies.
Only in this way can it be possible to occupy a place in future market competition.
On the contrary, now is a critical period for China automobile brands to be down-to-earth, work steadily, and gradually break through from the bottom up.
The correctness of this strategic choice is mainly reflected in two aspects.
First, China’s new energy vehicles have successfully occupied a first-mover advantage and have the strength to compete with foreign brands.
The advantages of foreign brands in the past era of fuel vehicles, such as technical barriers and brand influence, are no longer so obvious in the field of new energy vehicles.
Therefore, China automobile brands have the opportunity to gradually improve their own strength and achieve bottom-up breakthroughs through prudent development strategies in this emerging market.
Second, because new car-making companies have broken a path in new technologies, providing valuable reference value for traditional automobile brands.
They have achieved important results in new technology research and development, intelligent driving, intelligent networking, etc.
, and have successfully “reduced” the cost of new technologies.
Traditional automobile brands can learn from the successful experiences of new car-making companies and combine their own advantages to carry out targeted technological innovation and product upgrades.
So looking back, China’s auto industry does need car companies like Zero Run and Xiaopeng, who are playing an indispensable role in new technology and low-cost fields.
First, they can inject new vitality and innovative spirit into the entire automotive industry.
Secondly, such car companies can stimulate traditional car companies to quickly catch up with the fast lane of new energy.
Only when traditional automobile companies quickly catch up with the fast lane of new energy can China’s automobile industry truly breed and have its own “Volkswagen”,”Toyota”,”General Motors” and “Ford.
” This transformation is not only a competition for market share, but also a comprehensive improvement of brand influence, technological innovation capabilities and global market competitiveness.
As a result, China’s automobile industry can produce more high-end brands such as “Audi”,”Lexus”,”Mercedes-Benz” and “BMW”.
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