Last year, when everyone was still talking about the newcomer Tesla Model 3, which took only a short time to occupy the top spot with strong sales performance, another role suddenly came out, so that the Tesla Model 3, the "sales champion", was preceded by some definite words.
That's right, it's Hongguang MINIEV, a Wuling that comes from what the people need.
Subsequently, as you can see, this car has also become a long-term active in the top three models of the sales list, and it is the total list of all civilian cars, a total of 325166 vehicles were sold in the first 10 months of this year, ranking second in the overall list, second only to Nissan Xuanyi, naturally it is needless to say that it is a proper champion in the classification of electric vehicles and the classification of mini cars.
What do people need?
What the people need, Wuling will build, and it will sell well, indicating that the people really need Hongguang MINIEV. But the question is, what do the people really need from MinieV?
After all, such a 28,800-sale micro-micro car, less than 3 meters long, less than 2 meters wheelbase, NEDC cruising range of up to 170km, and can only be slow charged, these data mean that the radius of driving Hongguang MINIEV will be quite limited.
If you want to be tough on yourself, buy a minimally matched Miniev, and it will transform into your steam room, because there is no air conditioning. The unique speaker in the car will become your boring partner, but I recommend that you directly use the phone's own speaker to play songs, not only because the sound quality may be better, but also because it does not have Bluetooth (this sentence is only for the 2020 Macromill MINIEV, the 2021 macaron version is not only upgraded to two speakers, but also more Bluetooth).
In terms of dynamic performance, even if the electric gate is welded, you will find that Hongguang MINIEV first arrives at the end of 0-400m acceleration, not 100km/h (the media peer measured 0-100km/h acceleration time is nearly 25 seconds, requiring a distance of more than 460 meters).
It is true that under the premise of this price starting from 28,800 yuan, the imagination left by Wuling Hongguang MINIEV in the product itself is very, very limited, and even some analysts have estimated that wuling has a profit of less than 100 yuan for every one Hongguang MINIEV sold. Although this number may not be accurate, but it also reflects the various frugalities of this model from research and development, production to sales, as a consumer, it is naturally impossible to figure out what user experience enjoyment it can bring, perhaps only the "dynamic" attribute makes it a car. However, people will be able to accept such a car that is only "active", perhaps precisely because of its price.
Because similar micro-electric vehicles, in the market is not only Hongguang MINIEV this choice, such as Chery Small Ant, Euler Black Cat, Changan Ben E-star, these models in the endurance performance and even in terms of design refinement are better than the Hongguang MINIEV has better performance, but the price is also correspondingly more expensive, sales are passable, that is, compared to the Hongguang MINIEV can only be a fraction.
In addition, there are also some micro-electric vehicles in the market, but they are not hot, including SAIC-GM-Wuling's own Baojun E100, E200 (now renamed NanoEV, and classified into the Wuling brand), E300 (now renamed KiWi EV), as well as zero-run T03, punk Duoduo, Punk Meimei, Sailin Mai Mai (manual dog head) and so on.
It should be noted that some of the micro-electric vehicles mentioned above have the performance of selling thousands of dollars a month in terms of sales figures, but the degree of virtuality of these sales data is well, and the specifics have to be judged by themselves. I can only say that Wuling Hongguang MINIEV does not meet the subsidy standard, so its sales have nothing to do with subsidies.
Obviously, the light of the micro-electric vehicle is all on the Wuling Hongguang MINIEV, for this reason, the group chat of the micro-electric vehicle has a very interesting scene:
Chang'an Ben E-star: You're not as fast as me!
Wuling Hongguang MINIEV: I'm cheap.
Baojun E100, E200, E300: you are not as fashionable as us!
Euler Black Cat: I have four doors!
Chery Ant: You are not as safe as me!
Punk, punk beauty: we are also cheap!
Wuling Hongguang MINIEV: Friend who are you?
Sai Lin Mai Mai has withdrawn from the group chat.
The success of Hongguang MINIEV can not be copied?
If you are concerned about micro-electric vehicles, or even friends who plan to buy such a car, after browsing on the Internet, you will find that in fact, Wuling Hongguang MINIEV does not have such a big advantage in price compared to some similar models. So why aren't these models whose prices are not too different from those of the Hongguang MINIEV not as successful as the Hongguang MINIEV?
Although micro-electric vehicles belong to the lowest threshold area of the automobile market, consumers also care about the brand when choosing. Although the Wuling brand does not have a tall image to speak of strictly speaking, years of hard work in the micro-surface market have also given them a lot of popularity. It has to be said that this special identity will make Wuling encounter no small difficulties in the process of upward lifting, but it is precisely in the field of low-threshold grounded products such as micro-electric vehicles that have a mass base.
▲The picture is from the network
To put it bluntly, Wuling is obviously not a luxury brand or a high-end brand in the eyes of consumers, but it is properly considered a big brand. This has a positive impact on consumers when making purchase decisions, in the category of vehicles, the lower the threshold of products, the more need for a brand with a clear enough background and a large enough scale to bring security and reliability to the product.
Therefore, even if other manufacturers launch similar products according to the product strategy of Hongguang MINIEV, they may not be able to be as prosperous as Wuling.
However, this is the field of mini cars, and in the Chinese mini car market, Wuling Hongguang MINIEV is not the first to become popular. Before it, there was a Chery QQ.
Although chery QQ was once a micro fuel vehicle, it would be a pity if the household name of that year disappeared with the withdrawal of fuel QQ from the market. Today, Chery QQ has returned, but with an extra suffix, the full name is QQ Ice Cream.
For this model, we are a bit crying and laughing, because its body has too many traces of Wuling Hongguang MINIEV, from the highly similar modeling style, to the mileage performance, and even the motor power is the same, it is inevitable that it is a little out of touch with the previous Chery QQ.
Only from the perspective of brand appeal, chery, or the name OF QQ, should not be weaker than Wuling, which can be reflected in the order volume after the QQ ice cream opened the pre-sale, after the pre-sale price of 29,900 yuan was announced on October 25, 24 hours to obtain a large order for 15624 vehicles, with a total order of more than 60,000 orders.
Of course, this is not the embodiment of the real market performance of QQ ice cream, and everything has to wait until the actual delivery volume is baked. Therefore, after the official listing and delivery of QQ ice cream, whether it can keep pace with Wuling Hongguang MINIEV in terms of market performance is still too early to say.
In fact, 60,000 pre-sale orders are said to be a lot less, not much, is not a piece of cake that Hongguang MINIEV can complete in two months, even if QQ ice cream can successfully convert these 60,000 orders into sales, it also depends on whether the follow-up "staying power" is enough, and whether the production capacity can keep up with the demand.
But in fact, as long as there are favorable times and places, we believe that the success of Wuling Hongguang MINIEV is not uncopyable.
Where is the "drunken meaning" of Hongguang MINIEV?
Wuling Hongguang MINIEV sells thirty or forty thousand vehicles every month, this number is really very high, it is easy to make other manufacturers red, but if it is really like some institutions estimate, Wuling every time it sells a Hongguang MINIEV, the profit is less than 100 yuan, it actually seems that there is nothing to envy. From this point of view, perhaps Hongguang MINIEV is not a good product.
But it is indeed the product that Wuling needs, because the policy of double integration is not a small pressure for major manufacturers, sell more trams, in exchange for points can not only make up for their own points, maybe also sell some to other families. For a manufacturer with a considerable volume such as SAIC-GM-Wuling, it is important to have sufficient sources of points, and Hongguang MINIEV largely plays the role of contributing points to manufacturers.
Every car manufacturer is facing a different situation in terms of product layout, so although Hongguang MINIEV sells well, whether it is worth learning or even copying the object, which also needs to be weighed by each manufacturer. Of course, it is still very delicious to earn points and sell points.
To some extent, Hongguang MINIEV is the product of the birth of this era with the background of various policies, although it does not rely on the naked eye subsidies to obtain the market, but in the end it still benefits from the environment that supports the development of electric vehicles. Imagine if there is no double credit policy, this car purely relies on the sale of the whole vehicle to contribute to the profit of the manufacturer, a car with such a low profit margin will be a product that the manufacturer can accept?
However, we can still see that Hongguang MINIEV is making other efforts, such as improving the product image from various details when making a facelift, thus raising the average price of bicycles. Wuling also plans to launch the Hongguang MINIEV with a CLICC cruising range of 300km, which will undoubtedly broaden the audience.
In addition, the CABRIO convertible version that was previously unveiled at the Shanghai Auto Show, I thought that Wuling was joking with everyone, but I did not expect that the declaration map of the Hongguang MINIEV open top version appeared on the website of the Ministry of Industry and Information Technology recently, and it seems that it is true. This will also enhance the overall positioning and price of the Hongguang MINIEV car series, and it is expected to be good for the profit margin of this car series.
Write at the end
From the commercial field to the role of Internet celebrities, from the "Legend of the Mountain Road" to the market darling, MINIEV, born under the light of the four words "Wuling Hongguang", is destined not to lack attention. It has taken the low-priced, low-profit route that others once did not rarely, and others have to go back and follow suit.
A product like this is indeed not impossible to copy, what is really not replicable is Wuling's judgment of the market and its strategic boldness.
Issue 1807
Author: Chen Houze