Ideal ONE announced its suspension of production, many people said it was incredible. Even the new owners who bought this car were indignant because some owners had just started the new car for less than two weeks and their car stopped production and the price dropped by 20,000 yuan. This is hard for anyone to accept.
Because of this incident, Ideal ONE was ruined by netizens' jokes, especially some used car dealers, who are also having trouble. Because they are relatively high-priced cars, the car will be discontinued and a car will lose tens of thousands of dollars. Forget it if you lose tens of thousands, it’s not easy to sell, because everyone knows that it has been discontinued. How many people are willing to buy a used car like this?
In fact, Ideal ONE is not the first model to be discontinued in the new energy vehicle field. At the beginning of this year, Cialis Automobile, which has the concept of Huawei , released a "Letter to Cialis SF5 Users". In the letter, Cialis said that he still accepts orders from users. Although Cialis does not admit to suspension of production, almost no users have purchased Cialis SF5, which is a disguised suspension.
What brand is Cialis? Maybe many friends who don’t pay attention to cars have never heard of this brand. In fact, this is a subsidiary of Chongqing Xiaokang Group. After in-depth cooperation with Huawei, Xiaokang Group began to focus on promoting the company Cialis, and it even changed the securities abbreviation of listed companies to Cialis.
In April 2021, Cialis launched its first new energy vehicle, Cialis SF5, which is a SUV positioned as a high-performance electric drive coupe with a starting price of 216,800 yuan. With the help of new cars, the company's stock price seems to be on the Rockets, rising from a company with a market value of more than 10 billion to a market value of over 100 billion. As of now, the company's market value is still about 75 billion yuan.
Although the stock price has risen fiercely, the sales of this car are not ideal. According to data from the National Passenger Car Association, from April to November 2021, the sales of cars were 7,080, which is still a big gap compared with the sales of new car-making forces!
may be because the positioning of this car is wrong, or the marketing method is not correct. In short, the sales of this car must not meet expectations. In this case, Cialis made a very clever decision to launch the M5, which is used to take on new consumers.
It is understood that within 4 days after the release of the M5 inquiry, the number of cars has reached 6,500. This also once again shows that Cialis made a very correct decision.
Someone may ask: "What about Cialis SF5? Has it been discontinued?"
Cialis Company gave a relatively superb response: the product has not been discontinued, and it still accepts orders, and the services promised before are only a lot more and less. This response is much better than ideal ONE, but it still cannot get rid of the label of "leek car".
So the question is, why are some new energy vehicle models suspended while they are being produced?
has two main reasons:
First, the sales volume of the product was lower than expected. Once enters the cruel market competition, sales volume says everything. No matter how good the product is, if the sales volume cannot be produced, it proves that there is a problem with the product, which may be design, positioning, and price.
Some products seem very garbage to their peers, but they are deeply loved by consumers and can still create very good sales.
As an example, if the sales of Ideal ONE and Cialis SF5 can exceed 100,000 units per month, are they still willing to stop production? If
does not have the most fundamental security issue, there is no reason to stop production.
Second, the minimum feasibility product needs to be fully upgraded. Since the development of the Internet, a word that is particularly popular on the road to entrepreneurship is called MVP (Minimum Viable Product), which means the least feasible product in Chinese.
If your ideal is to build the world's most awesome new energy vehicle, can you do this as soon as you get started?
The answer is no, because your funds do not allow it, nor do your competitors do.
After the advent of the new energy vehicle era, everyone's competitors come from all directions, and they are all developing products to grab the market. Can you calm down and develop the most perfect product?
Dreaming, right? R&D is a particularly expensive thing. Without products, how can you get the next round of financing?
There are various reasons that you don’t have time to create the most perfect product. You must first take out the products to verify the market in the torrent of the times, and then make corresponding changes based on market feedback.
Even iPhone was not the king of the beginning, and it was not until iPhone 4 that it officially became a popular phone worldwide.
Similarly, the same is true for new energy vehicles. Almost all car companies first study the market and competitors to see where there are still opportunities. They now create such a product based on consumer needs. The advent of
product is definitely not perfect, but it has a certain mission. It can allow the company to seize the initiative and also allow the company to obtain more financing.
million yuan The founder of the company is a person who pursues perfection, or the sales volume of the product is seriously lower than expected, so they can only launch a new generation of products based on market feedback to replace it.
How to develop a minimal feasibility product?
First, find the key issues, key needs and the right time. Minimum feasibility products are not products that are built casually without any basis. They are based on certain market research and also need to find key issues and key needs of consumers. Many entrepreneurs regard fake demand as real demand, which will affect the final R&D direction. In addition, we must also pay attention to the importance of timing.
Secondly, the minimum feasibility product is like a house that has been simply decorated, which just meets the needs of the target users, which is enough. There is no need to over-decorate for the time being, which not only increases the company's cost, but also increases the product's price and sales volume will also be affected.
Then, a group of angel users found the feasibility of verifying the product and dig out important information from user feedback.
Finally, the project is reviewed and finally determined whether to continue to promote this minimal feasibility product!
This is the best era and the worst era. With capital thinking and innovative models, the whole world is your stage!
In the world of new business, there are no eliminated industries, only eliminated products and outdated business models. In the future, all business competition will focus on in product innovation and model innovation.
A company or a boss is destined to be defeated early if the innovation ability is short. Please remember that without innovation, there is no imagination!
