Cute and well-behaved fashion party, buying vegetables is easy to stop and attract people's love. Under the push of the wave of electrification, who would refuse a cheap, fun and practical mini car?
Near the end of the year, Chery QQ ice cream, which was officially defined as a "happy big toy", finally ushered in the official listing. The final price of the new car is consistent with the previously announced pre-sale price, and the prices of the pudding, cone and sundae configurations corresponding to 29,900 yuan, 37,900 yuan and 42,900 yuan respectively. 17 years ago, Chery Automobile entered the Chinese mini car market for the first time in the name of "QQ", and in the 13-year sales cycle, it received the recognition of more than 1.5 million car owners; 17 years later, QQ "abandoned oil from electricity" and chose to start again, can it make waves in China's mini car market?
Cute QQ ice cream, a dessert for all ages?
Mini cars have actually been popular in europe and Japan and other regional markets for many years, based on the insight into the market environment and public demand, QQ ice cream is based on the characteristics of integrating foreign mini cars, while having the characteristics of light, practical and fun, and combined with the actual needs of the domestic market, to create a "iCar" belonging to China.
From the product point of view, QQ ice cream has a square shape, a cute posture, and a personalized contrast wheel decorative cover, which further enhances the texture and beauty of the whole vehicle. The headlights and taillights combine the "U" design elements to present a "smiling" charm, while the stepped waistline design at the tail creates a clear sense of layering. In addition, QQ Ice Cream also provides up to 7 colors of taro purple, sea salt blue, mint green, coconut white, light blue, lemon yellow, and cherry blossom powder, ensuring that it will not be repeated every day for a week.
In terms of body size, QQ Ice Cream has a length, width and height of 2980/1496/1637 mm and a wheelbase of 1960 mm. The petite size gives the new car excellent flexibility, not only to achieve "one stop and two cars", but also to make easy U-turns in narrow sections. Easy to travel, easy to park, this is the last word. Don't look at the QQ ice cream using a two-door design structure, but the car provides four seats with a 2+2 layout. Thanks to the height of more than 1.6 meters, the most intuitive feeling of sitting in the car is that the front seats are sitting in a high posture, similar to the feeling of most SUVs, with a wide and open view.
Just as the so-called "sparrow is small, all the organs are complete", in terms of configuration, QQ ice cream is equipped with automatic locking, automatic unlocking of collisions, reminder that seat belts are not fastened, low-speed pedestrian warnings and tire pressure alarms. In addition to the pudding model, the cone and sundae models are also equipped with LCD instruments, built-in reversing image function, and the reversing radar is coordinated to make it easier for the driver to stop.
As for the power, QQ Ice Cream is equipped with a drive motor with a maximum power of 20 kilowatts and a peak torque of 85 Nm. In terms of endurance and charging, according to the different battery specifications of 9.6 kWh and 13.9 kWh provided by the new car, the NEDC cruising range is 120 km and 170 km respectively, while the slow charging time corresponds to 6 hours and 8 hours respectively.
For the user market, QQ ice cream is just like its own name, the ice cream classic desserts at your fingertips, it can be said that it is suitable for all ages, suitable for people of all ages. In general, the user groups targeted by QQ Ice Cream mainly include family users who mainly buy additional purchases, young women who commute in the city, small-town youths who are starting a business and silver-haired people who are used for short-distance travel, which can be said to be the most extensive product among many new energy cars.
Chery, who "does not understand marketing", has spent a lot of thought this time
If Chery QQ is the sales model of mini cars in the fuel era, then the model of the new energy era is by no means the Wuling Hongguang MINI EV. You know, there are not many new energy mini-vehicles on the market today, but the Hongguang MINI EV still maintains a stable performance with more than 30,000 units per month, and the cumulative sales of nearly 350,000 vehicles in the first 11 months of this year are far more than other cars in the same level.
Although the market of Chery QQ was not replaced by the emergence of MINI EV, after all, Chery had enjoyed many dividends due to the ultra-high sales volume of QQ. Nowadays, MINI EV is so sought after by the market, Chery must be in the eyes, anxious in the heart. Nowadays, the listing of Chery QQ ice cream, whether it is price, product strength, or target groups, has a high degree of overlap with Hongguang MINI EV.
However, challenging MINI EV, many competitors launched by various car companies have failed to achieve their wishes, and Chery can break through the deadlock of MINI EV 'only respecting' by relying on QQ ice cream alone? To be honest, for the 30,000 or 40,000 yuan of micro cars, because of the limitations of manufacturing costs, on the product strength alone, in fact, the level of each family is not much different, MINI EV can be so popular, that is, the marketing model is excellent.
There is a saying in the industry: Chery is successful in technology and loses in marketing. It is said that Chery has spent a lot of time on technical research, but it is tepid in the market. Restarting the mini-car market under new energy, Chery, which is "not good at marketing", is certainly not going to be unprepared. The listing of QQ ice cream, the most impressive thing for the car buyer is that the new car is the first model under the Chery iCar ecosystem. As Chery's new marketing model, iCar takes user needs as the starting point, reconstructs a set of digital economy eras, and breaks through the new business model of traditional automobile marketing from the three dimensions of building a user operation system, building online direct sales capabilities, and transforming offline channels.
In the future, iCar's new marketing model will integrate more new products, and QQ ice cream under the iCar ecosystem also shows the confidence to compete with Hongguang MINI EV.
It is worth mentioning that on the night of the qq ice cream listing, the official also revealed an additional important information: large-scale new energy vehicles are under full development and are expected to be listed in the fourth quarter of 2023.
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