Nezha Auto pushes the children's electric vehicle "Magic Child" to find a new entrance to create a user ecology

Economic Observation Network reporter Zhou Ju Nezha Automobile became the first enterprise in the domestic automobile industry to launch children's electric vehicle products. On December 22, Nezha Automobile officially delivered its electric vehicle for children, Magic Boy, to four car owners' child representatives at its Beijing Design Center. Compared to the regular vehicle delivery ceremony, the picture is very interesting.

According to the official introduction, the magic child is an electric baby carriage built by Nezha for Mengwa, the official price is 2999 yuan, and users can log on to the Nezha Car APP to purchase. Specific information shows that the magic child provides four colors of exquisite green, bean blue, cherry red, sweetener powder, which can last 8 kilometers at a time of charging, and the maximum speed is limited to 5 kilometers / h, which is equivalent to the speed of adults walking fast.

Overall, in the case that the price is not low, the design of Nezha Devil Child is quite sincere. But as a vehicle manufacturer, what is the purpose of Nezha Automobile to launch such a "big toy" for children? This is related to Nezha Automobile's desire to create a more complete user ecology.

According to the official introduction of Nezha Automobile, at the same time that the magic child started the delivery, it also set up the world's first children's car owners club to provide a communication platform with temperature and emotional interaction for the Mengwa family, so that customers can feel the Nezha automobile brand from multiple levels such as products, marketing and services. This means that with the magic child as the key, Nezha may enter the purchase list of more families.

In addition, Nezha Automobile said that in addition to the magic child, Nezha Automobile will also create more new peripheral products, provide users with original quality design products, and build a new user operation ecology.

From the perspective of the automotive industry, car companies doing peripheral products seems to have become a new trend, especially new car manufacturers, and their exploration in this regard is more advanced. For example, the new car manufacturing company Weilai earlier launched the Weilai APP, and opened up the "surprise mall" section, in which the goods in addition to the surrounding goods of Weilai, such as ES8, FE car models, etc., as well as coffee cups, kettles, travel storage bags and other series of household necessities, several years of continuous operation show that the "surprise mall" not only pulled Weilai's sales revenue, but more importantly, provided a traffic entrance and interaction platform, which is very conducive to improving the stickiness of customers. Since then, WM, Extreme Krypton, etc. have also developed APP with user communication and mall functions.

Nezha Auto obviously also hopes to create such a peripheral interactive platform. At present, in the APP of Nezha Automobile, there is a "Happy Enjoyment" commodity selection and purchase section, of which Nezha Devil Child has been placed at the top of the product page. In fact, Nezha continues to explore in terms of user operation, and in this year 6, Nezha set up a netetsu universe community, hoping to deeply interact and share with users, and Nezha Demon Boy is also a cross-border derivative product launched after Nezha and its users discussed together.

Nezha Automobile is a product brand of United New Energy Automobile Co., Ltd. (hereinafter referred to as "United New Energy"). United New Energy was established in October 2014, the founder is Fang Yunzhou. According to the data, in the seven years since the establishment of United Automobile, Nezha Automobile has carried out 7 rounds of financing, with a total amount of about 11.25 billion yuan. In October this year, 360 Company submitted documents to the Stock Exchange to acquire 16.6% of the shares of Nezha Automobile, a subsidiary of Hezhong, for 2.9 billion yuan, and will become the second largest shareholder of Nezha after the investment is completed.

Another media recently reported that United New Energy is considering an initial public offering (IPO) in Hong Kong, which may raise about US$1 billion (about 6.379 billion yuan). But as of now, Nezha Automobile has not publicly responded to this. Previously, in the second half of 2020, Nezha Automobile announced the launch of the listing application for the Science and Technology Innovation Board and planned to complete the listing in 2021. But by the middle of this year, Daniel Zhang, co-founder and CEO of Nezha Automobile, said in an interview with the Economic Observer Network reporter that the company was seeking other listing channels.

In terms of market performance, Nezha Automobile has a good momentum. The data shows that Nezha Automobile has rushed into the top three monthly sales of new car manufacturers several times this year, ranking among the "first camp". In November this year, Nezha automobile sold 10,013 vehicles, an increase of 371.9% year-on-year, and achieved monthly deliveries of more than 10,000 vehicles for the first time; in the first 11 months, the cumulative sales of 59,547 vehicles, an increase of 393% year-on-year, ranked fourth.

At present, Nezha Automobile has three products, namely the small SUV Nezha N01, Nezha V, and the compact SUV Nezha U, all of which have a starting price of less than 100,000 yuan. However, according to Nezha Automobile's planning, it will also launch about 200,000 yuan of products in the future.