chatted with a few media friends last night. The topic naturally revolved around cars. A buddy thought that I should talk more about Hongqi cars. Those who are familiar with me know that I am generally inclined from a point of view. For domestic cars, whether it is a domestic car of 100,000 yuan or 150,000 yuan, there are full options. This is also determined by the intuitive car experience. A domestic SUV that you can buy for 150,000 yuan, Switching to a joint venture SUV requires a price of 200,000 upwards to make up for the direct configuration experience. The so-called gap requires a two-way analysis of pros and cons.
can also be used on Hongqi Motors, but there is a difference, because Hongqi Motor’s goal is very clear, that is to benchmark BBA and other luxury car brands, since I have chosen a niche high-quality rival, then From the perspective of bystanders, the red flag should naturally be prepared to be provoked. 150,000 domestic cars compared to 200,000 joint venture SUVs, it’s already difficult for people to pick out the thorn, not because the product is almost the same, but because the consumption power is analyzed at the level of household scooters. 150,000 is the limit of choice. , 200,000 is also a choice limit. In most cases, consumers who can buy a car with less than their budget usually have relatively good economic strength. The reason for
is very simple. When we don’t have money, most of the time we consider one step to be in place. This one step is the upper limit of consumption ability. When we have money, then we have the ability to choose more calmly, so we are more capable. Following their true inner preferences and keeping the budget of Audi A6L, many people bought Tiguan L in the end.
What Hongqi wants is not a consumer group with a full budget, but high-quality customers with the ability to choose calmly. Therefore, it is necessary to give potential BBA users a sufficient reason to reduce their budget and abandon BBA, which also determines Hongqi Whether Hongqi H9 and HS7 can truly enter the luxury brand, the key point is the recognition of Hongqi H9 and HS7. No matter how good the sales of Hongqi H5 or HS5, it is difficult to support high consumer demand for brands as a bottom product. It seems that Audi is always weaker than BMW and Mercedes-Benz in terms of brand power, because it has been difficult to make a difference in the D-class car market.
I think the current shortcomings of Hongqi Motors are that there are too few output concepts and too many feelings. How can this be universally recognized.
What is car feelings?
In fact, this is still a false proposition in the domestic market, because the market development time is too short, and the Chinese people's feelings for cars are too shallow. Mazda RX7 has feelings, BMW E46 also has feelings, Mercedes-Benz has feelings too, but it is foreigners. Feelings, just like Christmas, are an important spiritual day abroad, and an important means of promoting goods in China. The gap is not in the superficial excitement, but in cultural cognition. Those cars that are dressed in feelings, After all, it is just a business gimmick in China.
Hongqi is a native car brand, but it’s no accident. At this time, most of the officials holding mobile phones are ordinary people who were born in ordinary families like me. If you are a post-80s, then you have to The deepest impression of using a car is probably Santana, Jetta or Peugeot 308. If it goes up a level, it is nothing more than Passat, Audi 100 or Mitsubishi Pajero. Hongqi's status in the country was difficult to look up like Rolls-Royce. Such a car brand has no possibility of precipitating popular feelings, because Hongqi, which was once aloft, really cannot be regarded as a brand, let alone A place where you and I can put your feelings.
In fact, Hongqi’s particular feelings are not the brand and the car itself, but another form of desire. For example, people who are full of longing and longing for domestic cars like Lage urgently need a car brand that can make us proud. This desire even swelled to a critical point, but the red flag did not find this critical point in the early stage after its rebirth. The painless H5 and H7 have no features at all. The Hongqi L5, which requires layers of approval to purchase, is For the general public, it is a myth in the clouds.
Who has discovered this critical point, we can even make it accurate to people, that is, Xu Liuping, the chairman of the board of directors of any automobile, who brought Chang'an to the top domestic brand, has long been familiar with the deep desire of the Chinese people, so Hongqi FeelingsIn fact, it is consumers’ feelings towards the integrity of domestically-produced cars, rather than the feelings of Hongqi itself. This is very much like luck in fantasy novels. You and I know what it means, but it’s hard to empathize with them. How many people who recognize the red flag are really real, without half-perplexed reason?
Although the newly born Hongqi Automobile has ambitious ambitions, it is still too tender to compete with the BBAs. However, many people choose to ignore the reality and use a newborn to satisfy their desire for the future, which is not practical.
The real and simple truth is that people who buy BMW 5 Series will not be moved by the discounts of Audi A6L. People who buy Mercedes-Benz E-Class will not change their needs for the driving pleasure of BMW. People who buy Audi A6L will not change their needs for driving pleasure. Maybe they started fighting for this car ten years ago. People who bought Lexus have no interest in understanding the performance of luxury cars. This is the rational consumption brought about by the brand concept, and it is also the most reliable brand foundation. Red flag lacks What's wrong, it is the lack of profound ideas that trigger rational thinking. To put it more bluntly, why should I use the money from BBA to buy a red flag car? There is a saying that
says very well. When a person is about to talk to you about feelings, he is usually about to borrow money, and playing the emotional card comes from lack of confidence in his own strength.
From the product itself, models such as H5 and H7 do not have any luxurious intrinsic qualities, and Hongqi HS7, which has entered the luxury camp, has the hard power to reduce dimensionality, but its sales are lackluster. Hongqi H9 now needs to increase the price to get the car. But where is the highest monthly sales of 2501 units, is it insufficient production capacity? With insufficient production capacity in the price range of 300,000 yuan, how can it compete with the BMW 5 Series, Mercedes-Benz E-Class, and Audi A6L that sell more than 10,000 yuan a month? Hongqi H9 creates the appearance of a rare product, and outlines the illusion that a car is hard to find. This is full of contradictions with actual sales.
goes back to the bottom, the current red flag playing with feelings, but there is no actual concept that we can see and touch. Feelings can make people excited, but these days there is no shortage of people who wave the flag and shout, what is lacking is willing to shell out real money. The owner of Hongqi Motors is actually drifting between dilemmas. Without feelings, there will be no heat, and without heat, there will be no sales. But without a practical concept, why impress the old, cunning and rich?
