Text: Tan Qing said AI Author: Zheng Driving
At the end of the year, three "car-making" companies met on the same track.
The Little Car Company (hereinafter referred to as TLCC), a replica model manufacturer founded in 2919, has launched three limited edition blockbusters this year, 299 Ferrari Testa Rossa J, 500 Bugatti Baby II, and 1059 Aston Martin DB5 Junior. The three cars are designed and built according to the proportion of 75% of the original model, diversified positioning, and have a lot of collection value in addition to being a baby carriage.
On December 1, Tesla launched a model called Cyberquad Kids Edition in brand stores in some areas, which sold out quickly within a few days of listing, and this all-terrain vehicle Cyberquad appeared as an optional product at the 2019 CyberTruck conference.
On December 22, Nezha Automobile's first baby carriage, Nezha Magic Child, was officially delivered to the first batch of users. Compared with the price of the first two hundred thousand or hundreds of thousands of yuan, the price of Nezha Devil Child only 2999 yuan is more affinity.
A renaissance, a cyberpunk, a harmonious family, three companies with very different painting styles met the same track this year, but the natural differences in corporate genes and market positioning are also destined to enter the three new friends of the baby carriage market, and it is inevitable that there will be drunken intentions.
Special: two-way value transmission of baby carriage products
The output value of TLCC
The price of conventional stroller products is often very different from that of cars in the real sense, but this year, TLCC launched three replica-grade strollers, priced at 36,000 euros (about 260,000 yuan), 50,000 euros (about 360,000 yuan) and 110,000 euros (about 790,000 yuan).
The touching practicality is matched with a more touching price, which can't help but remind people of apples that play with flowers and have fun on the sky-high price. After all, more than a hundred pieces of apple cloth can be sold out of stock for a day after the beautiful name of polished cloth.
TLCC also seems to implement the iron law of such a high-end product: we do not pit the poor.
Jokes aside, but why are the bosses who pay for toy versions of Ferrari, Bugatti and Aston Martin strollers paying? That's the root of the problem.
As we all know, the competitiveness of products often has two dimensions, one is product strength and the other is brand power.
Tan Qing said that AI believes that as a company that has only been established for less than three years, TLCC can win the classic model reproduction authorization of three of the world's top luxury car brands in one fell swoop, which is actually to create a textbook win-win-win situation that speaks with brand power.
Specifically, for luxury car brands such as Ferrari, the regular launch of collection-level limited edition replica models seems to be the historical connotation of specific eliminated models under the endorsement of consumer brands, but in fact, it will also feed back the sales of contemporary main products to a certain extent, and the core demand lies in the permanent style of maintaining the stability of the brand with the glory of the past.
TLCC, which is well versed in its meaning, will also play, not only selecting the three classic models with the most MAXIM connotation of the three luxury car brands to cooperate, but also engaging in limited edition hunger marketing is actually the basic exercise.
TLCC is even smarter in that the promotional copy cleverly uses the concept of "reliving the product story of the classic brand with exquisite craftsmanship", anchoring a product with a big picture view, that is, good things should share the inheritance, not to lock the exquisite craftsmanship in the collection cabinet.
However, due to the overall lightness of the body, the ferrari Testa Rossa J made by it can reach a speed of 80km/h in the competition mode, making it difficult to imagine that the TLCC was designed with the consideration of making a baby carriage, and there is a strong suspicion that the drunkard is not drunk.
But what's wrong with that? For end consumers, it is not only a limited number of top model collections of more than 100 units, but also an excellent information carrier that can pass on the best taste of the older generation to future generations, and also allow the bosses to pass back to the addiction of the 1950s on the closed road, and the brand value of Trinity is crazy output to the wallets of a number of bosses.
The imported value of Nezha
In 2020, the new power pattern with Wei Xiaoli as the first echelon is gradually stabilized, and in 2021, an annual drama that should have been Wei Xiaoli's "Three Ying Battle Lü Bu" against Tesla, but it coincided with the Nezha car that was killed halfway, and the "Wei Xiao Which" and "Xiao Na Li" created by the monthly delivery volume let people really see the annual dark horse of the new force of Nezha Car.
But along with Nezha's "turmoil", an interesting phenomenon ensued. When Nezha Automobile repeatedly impacted the new force head pattern of "Wei Xiaoli", more people blamed the cognition on the ideal or Weilai fell behind one after another, but did not blame the change of this head pattern on the strength of Nezha Automobile.
People are often willing to echo the tragic grandeur of the hero's twilight, but they are not willing to accept the strength of the new dark horse, not to mention, this dark horse is still criticized by netizens as a Nezha car that is a bit more "flower work".
In fact, it is said that Nezha car "spends a lot of work", and it is not empty. According to our previous cognition, the name of the car brand is often based on the essentials of preferring moderation to be nonsense, and Nezha Car turned out to be like a mudslide in the car brand name.
autocarweekly has reported that Nezha Automobile's parent company, Hezhong New Energy Automobile Co., Ltd., discussed at an internal meeting in March 2019, felt that Nezha was too LOW, and decided to give up strategically, but with the fire of "Nezha's Devil Boy Descending" in the second half of 2019, another wave of riotous operations of the United People could not help but make people full of question marks, not only took the IP of Nezha out of the trash can again and held its head high, but also registered new names such as Ao Bing, Huang Tianhua, Yang Jian, Lei Zhenzi and so on.
The information of Tianyan check shows that Nezha has also registered trademark information such as Eight Commandments Automobile, Li Tianwang, Daji, etc.
Nezha Automobile's urgent need to build brand power seems to have suddenly become the heart of Sima Zhao in 19 years.
Back to the magic baby stroller launched by Nezha this time, under the endorsement of Nezha car, which is not strong in brand power, the endurance is 8km, it is inevitable that the rich will not look up, but it has obtained the national 3C certification, safer lead-acid battery plus better comfort foam soft tire, priced at 2999, but also to create the world's first stroller owners club, but also not to swing the sickle to the poor, or even full of sincerity, it can be said that for its own brand development stage, Nezha car has a number in mind.
This seems to mean that the significance of Nezha's launch of the stroller is very clear, that is, using sincere products as chips, under the natural adaptation of Nezha's IP and children's groups, taking the lead in seizing the opportunity of the new forces of the stroller market, it is expected to build the stroller into a new traffic entrance.
Tan Qing said that AI believes that the launch of a baby carriage with industrial manufacturing requirements far lower than that of cars is an opportunity for Nezha's blood transfusion brand power. For Nezha, whose brand power is not as strong as luxury car brands such as Ferrari, or even slightly inferior to Wei Xiaoli, more value of launching children's cars is reflected in the product value input brand.
Specifically, it is like NetEase Cloud Music entered the Red Sea music software track a few years ago, but it successfully went out of the circle by relying on "network cloud suppression" to find another way, and now occupies a considerable market share. For baby carriages, users naturally do not use the "tricky" perspective of looking at cars to require the process and intelligence level of children's cars, which gives the "net suppressed clouds" room for free play in the comment area.
Therefore, although it is outsourced manufacturing, car companies doing children's cars is tantamount to a dimensionality reduction blow to the toy industry, as long as it can make a certain product force, such as Nezha such a brand, from the marketing level, will migrate more potential user recognition to the main brand of automotive products, so that the product to the brand for positive value transmission.
Tesla's two-way delivery value
If TLCC does baby carriages to go high and cold, Nezha walks to make products that are close to the people, Tesla is more like a two-way value delivery of peripheral products.
It is not difficult to find that Tesla's children's car is a precise output of the strong brand power core built by the automobile product, which we can see from the futuristic sense outlined by the lines of the Cyberquad children's version of the model itself. The existing brand power endorsement at your fingertips is not available to Nezha. Thanks to this, it's no surprise that Cyberquad Kids sold out on the shelves.
At the same time, compared to apples that are also doing peripherals, Cyberquad Children's Edition does not have such a chicken rib attribute as the polishing cloth. As a baby carriage, cyberquad children's version not only supports all-terrain driving, but also has a high endurance of about 24 kilometers and a maximum load of 68 kilograms, all of which give benchmark parameters in the stroller industry.
Without collecting baggage, so that the baby can really let go of play, under the blessing of sincere product power, it can also further feed back tesla's main brand power.
In general, in the matter of making baby carriages, this year's three companies with very different painting styles met on the same track, although the starting point already means that it is bound to embark on a special road, but after the special road, carefully review the layout differences of the three-way players, in fact, it can be found that its essence is to a certain extent on the same return.
Tonggui: Connotation filling in brand infrastructure
In this competition for the stroller track, in addition to the "matchmaking" TLCC really needs to rely on strollers for profit, there is no doubt that the main battlefield of Ferrari, Tesla, Nezha and other players is still in the passenger car market.
In fact, car companies to make baby carriages, has always been a good hand in brand marketing, in the era of fuel vehicles, not only Ferrari, Bugatti and other top luxury car brands, such as Volvo, BBA and other car brands have successively launched their own baby car products.
Starting from the doll, it is a magical process of baby carriage marketing, on the one hand, thanks to the existing brand power of the car, the parents who pay for the car will play a leading role in the choice of the baby carriage with both cognition, on the other hand, the dolls who have less brand awareness passively take over the first car in their lives, under the influence of the ear, the first RealCar choice in the future will be likely to be born in this brand.
Therefore, in comparison, for strollers that do not have high process requirements, the real mission is actually very clear, just like Apple devices must be equipped with its proud IOS system, brand strollers also need to be able to help the connotation of brand infrastructure filling.
Tan Qing said that AI believes that whether it is Ferrari, which provides collector-level playthings to the top crowd, Tesla, which carries out the cyberpunk style to the end, or Nezha, who makes a stroller in a well-regulated manner, invariably sharpens the brand gene, so that these baby carriages are essentially the same.
Specifically, Ferrari's proud Ferrari Red, Surging Power, Rossa J, which is the culmination of family design, and of course, the prohibitively high price of most people, have all been brilliantly demonstrated in the limited edition stroller launched this year.
Tesla's Cyberquad children's version, in fact, not only follows the overall design elements of CyberTruck, in the relevant advertising videos, CyberTruck is like an aircraft carrier, the base is fully adapted to Cyberquad Children's Edition, you can also charge it, you can meet the all-terrain exploration of a family of three, which reflects Musk's "engineering man" practical product concept of "not much talk".
Nowadays, with the success of Nezha's IP among the first echelon of the new car-making forces, although it is relatively young, it has gradually found a foothold for building brand connotation since this year, that is, user operation.
At the end of 2018, the Nezha car user community was officially launched, and on June 22 this year, the Daniel Zhang announced that Nezha car users had a common name called "which iron", and the community name was also raised, called "which iron universe".
User operation also has a good display in its baby carriage products, after all, compared to the crazy output of technical straight men like Musk, Nezha has restrained a lot in terms of parameters and price, and has created a stroller that is closest to the true appearance of the three. Daniel Zhang also said at the relevant press conference that the Nezha Co-kids magic child version is a user-led result.
It is not difficult to find that Nezha Automobile's current brand connotation filling has more or less a bit of "what users want, we will build" inner flavor.
However, the current embarrassing situation of Nezha Cars can also be glimpsed from this.
The first is user operation, compared with the originator of the new force user operation, Weilai, according to the relevant person in charge of Weilai, there are many non-car owners active users in the current Weilai APP. At the same time, the current user positioning of the NIO brand has also been very obvious, that is, the new middle class population of Kochi.
On the other hand, Nezha Automobile, the current CEO Daniel Zhang bluntly said that "there is no way to define" user portraits, perhaps because the user portraits are relatively vague, making user operations an excellent grip for Nezha Automobile to explore the target audience.
But from the product level, if one day "what the user wants, we will build" becomes the product essence of all enterprises, then the position of product manager may no longer exist.
WeChat founder Zhang Xiaolong once said, "Don't let users say what they do", the reason is that user needs are often fragmented, and the solution is a process of induction and abstraction, and user feedback only helps you understand their ideas.
Nowadays, similar problems are in front of Nezha, and the official delivery of children's cars indicates that the user operation of Nezha Automobile has been revealed in a stage of achievements, that is, to fill the brand connotation with product power.
So how far is the day of using brand power to give back products to Nezha Car? It still needs time to test.
Ps: Tan Qing said AI, turn left new energy vehicles, turn right smart driving, there is depth, there is temperature, the author Zheng driving, reprint please retain copyright information.