Resurrecting a name is simple, but it's really hard to replicate a legend.
On December 28, Chery QQ Ice Cream officially ushered in the listing, launching a total of 3 models, with a price range of 29,900-43,900 yuan. It is worth noting that Chery QQ Ice Cream has also set a small target for next year, that is, annual sales of 300,000 vehicles +, which shows its confidence.
In fact, from the name of "QQ", it can be detected that Chery wants to use the name of "king of micro-cars" to try to do a big job in the micro-electric vehicle market. So, in today's fiercely competitive micro pure electric scooter market, can Chery QQ ice cream break out of the sky?
The styling design is almost the same, QQ ice cream products are better than competitors?
First of all, from the styling point of view, if you cover the car logo, it is estimated that there are not many people who can distinguish the two cars of QQ Ice Cream and Hongguang MINI EV.
Then in terms of size, the length, width and height of QQ ice cream are 2980/1496/1637mm, and the wheelbase is 1960mm; the length, width and height of the Hongguang MINI EV are 2920/1493/1621mm, and the wheelbase is 1940mm. In contrast, you can see that QQ ice cream compared to Hongguang MINI EV body length leading 60 mm, wheelbase slightly longer 20 mm, QQ ice cream slightly occupies a little advantage, whether it is a coincidence, or deliberately, may be everyone to see through not to say broken, it is estimated that only Chery itself knows, all in all, the provocation is very strong.
The most critical is the power and endurance, through the official data, Hongguang MINI EV equipped with a permanent magnet synchronous motor, the maximum power of 20kW, peak torque of 85N·m, battery capacity of 9.3kWh, 13.9kWh, the corresponding cruising range are 120km, 170km; and QQ ice cream is also equipped with a permanent magnet synchronous motor, the maximum power of the motor is 20kW, the peak torque is 85N·m, the battery capacity is 9.6kWh, 13.9kWh, The cruising range is 120km and 170km, which is almost the same specification.
Moreover, on this basis, QQ Ice Cream optimizes the charging efficiency, and the charging time of its 120km endurance version is 6 hours, and the charging time of the 170km endurance version is 8 hours, which is better than the 6.5 hours and 9 hours of the Hongguang MINI EV.
Therefore, on the whole, QQ Ice Cream is built with Hongguang MINI EV as a template, and there is not much difference in design style and mileage. However, with the advantage of being a latecomer, QQ ice cream is slightly superior in terms of space size and configuration, and the price of the new car is comparable to that of Hongguang MINI EV, QQ ice cream is slightly better than the competitor Hongguang MINI EV in terms of overall parameters.
The latecomer advantage is difficult to defeat the first dividend, QQ ice cream still has prospects?
According to the latest data released by the Association of Automobile Manufacturers, the domestic retail penetration rate of new energy vehicles in November was 20.8%, and the development trend of the entire new energy market was very good, especially the wholesale sales of A00-level in November reached 108,000 units, accounting for 31% of the pure electric market. Obviously, the development prospects of the market segment where QQ Ice Cream is located are still relatively optimistic.
So since QQ ice cream has an advantage in product parameters and the market prospect is still good, does it mean that QQ ice cream can shake the "god car" status of Hongguang MINI EV? The answer is clearly not necessarily.
For example, the Ben E-Star, Sihao E10X and ClaviCE CLEVER, which were previously launched for the Hongguang MINI EV, are also better than the Hongguang MINI EV in terms of parameter configuration, but they are inferior to the Hongguang MINI EV in terms of sales. According to the November sales data released by the Association, Hongguang MINI EV has a monthly sales of 40395 units, while other micro pure electric vehicles, the Ben E-Star has a monthly sales of 6440 units, the Sihao E10X has a monthly sales of 5207 units, and the ClaivetELLE COOLER has a monthly sales of 5370 units.
It can be seen that these models of the same level as the Hongguang MINI EV, although they have achieved good sales results in the micro pure electric market segment, the sales volume is still not comparable to the Hongguang MINI EV, and it is naturally difficult to shake the "god car" status of the Hongguang MINI EV. From this and the other, why can QQ Ice Cream "catch up" with Hongguang MINI EV in terms of sales? Is it possible that chery QQ's past sales miracles can be achieved overnight?
Perhaps, it is possible to ask the question, that is, why is the sales volume still the best when the Parameters of Hongguang MINI EV are not dominant in all aspects?
The success of Hongguang MINI EV, QQ ice cream can be copied?
According to many media analysis, Hongguang MINI EV, as a pioneer and leader in the micro pure electric vehicle market, has a first-mover advantage, and due to the existence of consumption inertia and head aura, its market position is naturally unshakable. But is that all there is to it? Not necessarily.
From the perspective of objective conditions, QQ Ice Cream still has an insurmountable gap compared to Hongguang MINI EV, that is, channels and marketing. The reason is that when the products, configurations and prices are seriously homogenized, the amount of sales often depends on the control of the channel layout and whether there is a sufficiently distinct and changeable marketing network.
These, for SAIC-GM-Wuling, are naturally handy, otherwise the name of "explosive model building machine" is not covered. Therefore, the reason why the Hongguang MINI EV has become a hit is more due to saicel-GM-Wuling's perfect channel laying and "out of the circle" marketing methods.
According to the official publicity data, SAIC-GM-Wuling's sales and service outlets reached 2800, covering 98% of prefecture-level cities, 79% of county-level cities, the network coverage rate of the industry's first; moreover, the marketing method of Hongguang MINI EV is also very "circle-breaking", its main "young people's first car" positioning, the use of strengths and avoid the shortcomings of the product strategy, through cross-border marketing, event marketing, event marketing and community marketing and other marketing methods, so that the image of Hongguang MINI EV young, fashionable and step-by-step deeply rooted in the hearts of the people, This is something that other car companies can't do.
To put it simply, thanks to the comprehensive channel coverage, many car companies have less layout in the fourth and fifth-tier cities, but they are the main battlefield of Wuling, and consumers in this part of the region are the main force of Hongguang MINI EV sales. Coupled with its youthful and stationary product marketing positioning, the soaring sales volume seems to have traces to follow.
Empowering the iCar ecology can help QQ ice cream "break the circle"?
Obviously, the success of the Hongguang MINI EV has once again made Chery smell hope. This can also be understood, after all, the product research and development threshold of micro pure electric vehicles is low, the market acceptance is high, and new energy points can be earned, in the face of such an opportunity, Chery New Energy, which has made little achievements in the field of micro and small pure electric vehicles, naturally has no reason to turn a blind eye.
Perhaps, Chery has long recognized its "weakness" in channel coverage and marketing network. In June this year, Chery announced that QQ Ice Cream will implement the iCar ecological "agency system" channel model. As the name suggests, it is to expand the market coverage through the way of "agency", so as to distinguish it from existing channels.
However, through Baidu search, according to the data released in September, although Chery iCar Ecology has completed the signing of 1,000 agent stores, the data looks good, but the actual number of stores, sales capabilities, geographical distribution, as well as pre-sales and after-sales service quality and professional standards, is still an unknown. Moreover, the abandonment of Chery's existing marketing channels has undoubtedly increased the pressure of QQ ice cream promotion. Therefore, whether the "combination fist" of the iCar ecosystem, which seems to be "fist to flesh", can work depends on what kind of "miracle" it can harvest in marketing and channel layout.
In short, after combining practical considerations, although Chery QQ ice cream is better than Hongguang MINI EV in terms of product parameters, the challenge is still not to be underestimated, at least, the things that predecessors such as Ben Ben E-Star, Sihao E10X and Clavi CLEAR have not done, changing to Chery QQ ice cream may not necessarily reduce the difficulty. Most importantly, for a new product such as Chery QQ ice cream, it has not yet been fully put into the market, and its product strength has yet to be verified by the market, and whether it can be recognized by consumers depends on its feedback in the market.
Auto Network Review: QQ Ice Cream, as an "imitator", it is difficult to become a "subversive"
At present, the domestic new energy track is becoming more and more crowded, and the competition in the blue ocean market of micro-electric vehicles has also entered a white-hot stage. In contrast, other domestic new energy vehicle companies, in addition to the new car-making forces such as "Wei Xiaoli" continue to touch the field of high-end new energy, traditional independent car companies such as BYD and GAC Eian are also constantly launching their own high-end new energy products. This inevitably makes people wonder, at the moment when new energy services must break through upwards, is it really necessary for a car company to comprehensively lay out the micro-electric vehicle market with such fanfare?
Obviously, the development of the micro pure electric vehicle market is still a positive effect on the popularization of new energy vehicles, but for car companies, it is difficult to make great progress in low-price competition. Especially for a large car company like Chery, instead of imitating, it is better to think about how to become a qualified "tide maker".
Finally, what do you think the future holds for QQ Ice Cream? Will sales catch up with The Macro MINI EV? Welcome to comment below.