Source: China Economic Network Wang Yueyue
In recent times, many new car-making forces have been calling for being the "ceiling". Behind this is the reality that new car-making forces have encountered sales growth bottlenecks. Let’s look at the “second-generation” new energy vehicle companies backed by traditional automobile groups. Although they are still far from the “life and death line” of annual sales of 100,000 vehicles, and some are even preparing for the delivery of new cars, it is difficult to see them building “ceilings” in marketing, but are busy laying “floor tiles” in products, services and reputation.
The various business modules within the enterprise are like large and small gears that are interlocking. To make the company's flywheel rotate, it takes enough strength and enough time to continuously promote the operation of each gear, and the gears help each other to generate the " flywheel effect ". Inspired by colleagues in the editorial department, as a reporter from China Economic Network , who has long focused on reporting in the automotive industry, he tried to observe the auto market from a broader perspective. This issue of "Yueyue Zhetan" discusses with you why " Creation Second Generation " is not keen on hyping marketing data, but is more willing to spend time "adding" in terms of user rights and reputation.
At the new car launch conference held on June 15, NIO founder, chairman and CEO O Li Bin said, "Whether it is oil cars or trams, the price range is 400,000 to 500,000, ES7 is a medium-sized SUV The ceiling. "
At the Ideal L9 launch conference held on June 21, the founder and CEO of Ideal Auto , Li Xiang , said, "L9 is the best home SUV within 5 million!"
On June 29, He Xiaopeng posted a message saying: "Xiaopeng G9 will be the best SUV within 500,000 yuan."
At the Huawei summer flagship new product launch conference held on July 4, Huawei executive director, terminal BG CEO, smart car solution BU CEO Yu Chengdong said, "The M7 will completely surpass the million-level luxury cars such as Toyota Alpha , Lexus LM."
In the view of many industry insiders, behind the struggle to be the "ceiling" is the reality that new car-making forces are facing sales growth bottlenecks. Data shows that in August, the sales volumes of NIO, , Xiaopeng and Ideal were 10,677 units, 9,578 units and 4,571 units, respectively, an increase of 82%, 33%, and -56% year-on-year; the cumulative sales volumes from January to August were 71,556 units, 90,085 units and 75,596 units, respectively, an increase of 28%, 96%, and 57% year-on-year respectively. The sales growth of the three automakers, "Wei Xiaoli", was significantly lower than that of Nezha and Zero-Player, which were regarded as "latecomers".
Turn around and look at the "second-generation" new energy vehicle companies backed by traditional automobile groups. Although they are still far from the "life and death line" of 100,000 vehicles per year, some are even preparing for the delivery of new cars. "But it is difficult to see them build 'ceiling' in marketing, but are busy laying 'floor tiles' in products, services and reputation," a senior industry insider quipped.
500 Lantu FREE is officially shipped from Wuhan to Norway . Photo provided by the company. On September 26, Lantu Auto, a new energy brand under Dongfeng Motor Group Co., Ltd., will officially ship 500 FREEs from Wuhan to Norway, and will quickly start user delivery after arrival.
As we all know, as the birthplace of automobile products and the automobile industry, Europe has the most complete and strictest automobile regulations and regulations in the world. These regulations have also formed some barriers to a certain extent, posing higher challenges to the export of Chinese auto companies.
At the same time, Europe also has the most car-knowing and picky users, who pursue the handling, stability, smoothness and power of the car. "The first batch of Lantu FREEs are officially shipped to Europe, marking that Lantu will compete with international luxury brands on the same stage and accept the inspection of overseas consumers," said Lu Fang, CEO of Lantu Automobile.
is different from Lantu Automobile going to the European market to "accumulate reputation". Avita , a new energy brand under Changan Automobile Group, chose to continue to "addition" in terms of user rights.
Recently, Avita announced the latest rights and interests of the first batch of users. In addition to the basic rights and interests previously promised, new gifts were added. According to Tan Benhong, CEO of Avita Technology, "it has always been involved in the interests of consumers, which are the highest-level matters of the company."
In order to facilitate users to charge, Avita announced in August this year that it signed a long-term strategic cooperation agreement with BP to jointly promote the construction of a high-voltage fast charging network; in order to widely cover all travel scenarios in urban business districts and along the highway, Avita also plans to connect to nearly 200,000 public charging piles including State Grid , Southern Power Grid , Telaidian, Star Charging and other mainstream operators. "Avita will not hype booking data for temporary marketing effects, nor will it make excessive promises. The electric car track is like a marathon, and Avita hopes to do a solid job in the brand, products and services," said Tan Benhong.
From the perspective of enterprise development logic, when entering a brand new field or opening a brand new business, it will go through a process of pushing the flywheel of the career to roll. The various business modules within the enterprise are like large and small gears that are intertwined. To make the flywheel rotate, it takes enough strength and enough time to continuously push the gears to run, and the gears help each other to create a "flywheel effect".
At present, the "second generation of creatives" are not keen on speculating on marketing data, but are more willing to make a fuss about products, technology, services and reputation. These business segments promote each other to form a virtuous cycle, and while accumulating momentum for the company, it will eventually win the favor of the market and consumers. (China Economic Net reporter Wang Yueyue)
