“it’s crazy.
Let’s not play.
” On the evening of May 13th, Zhiji L6 ushered in the launch, which is a big day for Zhiji car, sighed his peers when CEO Liu Tao announced the price of the new car.
Because from the price point of view, Zhiji L6 can be called “shopping”, including rights and interests, the starting price of Zhiji L6 has come to less than 200000 yuan, the complete price range is 199900 yuan-325900 yuan.
Considering the extreme internal volume of the domestic car market, if you don’t watch the press conference and just take a look at the price, you may just think that this is a routine operation of a new energy car company under the influence of the normalization of price war.
Because the listing price is lower than the pre-sale price, and then some car owners’ rights and interests, this is the old routine of the major car companies at present, highlighting one that moves consumers before moving themselves.
However, when you really open the configuration table of Zhiji’s new L6 car, you will find that Zhiji is really “crazy”, such as the four-wheel steering system that once appeared only on millions of luxury cars, the ultra-long-range high-precision lidar that bears the cost, the Orin X chip that determines the computing power and the upper limit of the car, and the Qualcomm Snapdragon 8295 chip, which all come standard, including entry-level models.
You even have to wonder whether the playful pricing of Zhiji L6 is pulling the value threshold of the high-tech track or dragging everyone down.
Because no matter from the perspective of profit or brand effect, this kind of price in exchange for the market is seven punches, good or bad will hurt themselves.
However, on the other hand, although Zhiji L6 uses a self-inflicted press conference to show the strength and value of the product, the market may not really pay the bill.
The point of concern of the author is that the last time I heard that Zhiji LS6, who exclaimed so much about the price at the press conference, was only hard for less than half a year, opened high and left low, and finally returned to mediocrity.
Last year, in the days when Zhiji LS6 was in the limelight, with the vast market of SUV and its own good product power, Zhiji LS6 led the monthly sales of Zhiji to the level of 10,000 cars, while Zhiji LS6 alone rushed to more than 8000 cars.
If we follow this trend, Zhiji will be on the right track.
But the good times didn’t last long.
With the maintenance of follow-up products, the lack of marketing and disputes over service rights and interests, and the frequent emergence of excellent competitive products in the market, Zhiji LS6 soon showed its prototype, which can be called Shang Zhongyong.
With the flash in the pan of Zhiji LS6, the terminal performance of Zhiji is also in the doldrums, selling only 3000 vehicles in April this year.
Frankly speaking, in the early days of the establishment of the new brand, the strength of the brand is weak, and the communication and products are also in the exploratory stage, so it is inevitable that there will be all kinds of problems, such as product failures, marketing “touching”, brand labels can not stand up, and so on, to face the problem itself, one by one to solve, is the best solution.
, especially in a market environment with low market tolerance, even one protection of rights and a negative Weibo headline will become the potential risk of a brand turning over.
In the process of walking the tightrope, Zhiji car did not completely deal with its granularity, and then handed over the initiative of public opinion and became the target.
Among them, the continuous deviation of marketing is one of the important factors.
Take the pre-sale conference more than a month ago, for example, a very important press conference was also regarded as one of the most important warm-up activities before the launch of Zhiji L6.
Everyone imagined that Zhiji L6 had hidden a wave of big ones, but unexpectedly pulled a big one in the end.
Not only did they misconfigure the latter when rubbing against the flow of millet SU7, and let Xiaomi car catch the typical example, and issued three announcements in the middle of the night.
Set an example to tell car companies: our family traffic can rub, but don’t go too far, or you will be the next wise yourself.
One wave after another.
When a group of onlookers focused on the issue of Zhiji and Xiaomi apologizing to each other, the onlookers pointed out the bad humanistic care of Zhiji cars, saying that Zhiji was suspected of eulogizing suffering.
Some people even said, “the lack of mind in marketing is a waste of the engineer’s good intentions.
” In fact, it is far from the only thing about the marketing of Zhiji cars to uneven granularity.
Including Liu Tao’s points deducted from high-speed test driving, dumplings sprayed in the car to delete Weibo, talking nonsense about competitors, and so on, it was as if Liu Tao was always injured, the man who always rushed to the forefront of the workplace CEO.
The author once expressed in the article “the more CEO apologizes, the more sorrowful he is,” that Internet violence is too unfair to Liu Tao.
During the past four years, Liu Tao’s hair is turning gray at a speed visible to the naked eye, and his white hair has gone from hiding to arrogance.
The CEO, who has a technical background but is constantly learning Internet thinking, seems to be entering the game to prove that men’s flowering period is indeed very short.
But then again, if nothing happens, the pre-sale conference of Zhiji L6 will not be the last time that Liu Tao has been exposed online.
Of course, marketing is a nothingness and long-term exploration, after the market has experienced round after round of “critical” evaluation, round after round of reflection is also carried out in Zhiji car.
As CEO Liu Tao said in an interview: “We have also carried out internal reflection, simple brand competition is not necessarily the right way, technology is our advantage.
” Obviously, this is Liu Tao and even Zhiji automobile’s summary of the pre-sale conference porcelain millet, and it is also a discussion on how Zhiji automobile should develop in the future.
Good products need to grow, and good enterprises can also continue to OTA.
At the launch site of Zhiji L6, we really didn’t mention Xiaomi SU7 at all, but mentioned BMW, Porsche and so on more openly and proudly, isn’t this a kind of progress? In retrospect, the newly listed Zhiji L6 has good product power, coupled with the price of shopping, it has the potential to become a mainstream product, just like Zhiji Automobile, which has been established for four years, has the ability to become a mainstream brand.
Now, the “crazy” Zhiji car is trying to get back on track, because if we don’t have the right madness, there is really no chance.
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