On January 5th, the Zhixin 2022 New Energy Vehicle Trend Forum hosted by eCar was held in Haikou.
In the theme of "New energy vehicle competition enters the Red Sea, how should car companies create brand differentiation?" At the roundtable forum, Wu Baojun, co-founder, director and president of Zero Trotting Automobile, expressed his views.
In 2021, zero-run cars showed a steady development trend with the smart car market, with a cumulative delivery volume of 43,121 vehicles, ranking fifth among new car manufacturers and getting the opportunity to enter the next competition.
In May 2020, the zero-run T03, which locates the smart pure electric car, was launched. At present, the new energy vehicle market presents a dumbbell-shaped pattern, of which smart cars are a popular market segment.
At that time, for the marketing of T03, Zero Run put forward the theme of "beautiful with ability", Wu Baojun recalled, "At that time, we also wanted customers to remember Zero Run, but also wanted to have differentiation." So the general direction is feminine."
When asked about the difference with Euler, Wu Baojun said, "The female customer base that zero runs wants to enter is such as women who insist on going to the gym, women who insist on photography enthusiasts, etc., they are beautiful by their ability." In the process of zero running itself, we first emphasize the full resources, related to electricity, and electrical related to do, with the ability to cultivate competitiveness. We found our customer base, and our customer base found us."
It is understood that zero running is not only a full-stack self-research in automatic driving, but also involves batteries and chips, and gradually masters the main component technology in its own hands.
For the original intention of zero-run "global self-research", Wu Baojun said that zero-run wants to take the core competitiveness in its own hands, but it is not yet certain what is the future new force or the core competitiveness of intelligent electric vehicles.
"So, we do everything ourselves, so that we can guarantee a better chance to master the core competitiveness." Our advantages are intelligent driving chips and intelligent manufacturing, and all electrical software is written by ourselves. This is all based on having a core competitiveness that is not certain in the future, and constantly refining its competitiveness from the process of development."
After achieving the ability of global self-research, Zero Run can see a more accurate future. At that time, Zero Run will consider that it will open up some resources to the industry in the future, and will also outsource the business that can reduce costs, and finally grasp the core competitiveness through self-research.
As a brand, it is inevitable to differentiate in marketing and let users remember. Brand differentiation is ultimately to move towards their own independent brand tone, so that customers understand the direction of brand meaning, in such a state, stand "beautiful by ability" personality.
At present, the majority of zero-running customers are still obviously men, especially those who are familiar with the IT field. From this point of view to women to "beautiful with ability" direction, we must find resonance with customers, and eventually there will be a problem of market competition when the customer group rises. The question is whether it will eventually resonate with the customer and find the direction that will make this group mainstream.
Wu Baojun believes that now is the beginning of brand differentiation, if you want to make the market bigger, you must hold the consumption pulse of the mainstream population, summarize the values in the hearts of customers, and finally resonate, in order to do a stronger job in the market segment.
"The most important thing is to differentiate the brand and beat the competitors, which is the most critical point."