Text | Hula circle
A certain Internet industry tycoon once predicted that the basic pattern of the next round of competition among Chinese car companies will be "3+3+3+3": three central enterprises, three local state-owned enterprises, three traditional private enterprises and three newly built cars. In other words, behind today's fierce competition, there may only be 12 positions left.
Since the emergence of the "new car" in the early 2010s, it has been almost a decade since the concept appeared unconsciously. The earliest batch of new car types has been out, and there are still the latest batch of new cars before and after.
Is the quota for "three new cars" a foregone conclusion? The head company that has already gone public is sitting back and relaxing? Will new companies that enter later have a chance to shake the former? The answer is obvious. Otherwise, it is impossible to explain why the time has come to 2022, and there will still be new start-ups to join the car-making competition.
The word new car is no longer "new", but even the earliest new car manufacturers are not yet ten years old. In a small decade, a company and an industry are like a snap, especially in the automotive industry, and some people have long asserted that building a car is not a 100-meter sprint, but a marathon.
Long-distance running also looks at acceleration
On the occasion of the sixth anniversary of zero-running cars at the end of 2021, Zhu Jiangming, CEO of Zero-run, ambitiously declared in an internal letter that he would "rush into the championship group" in this marathon. In the past few years, I am afraid that not many people dare to believe that this nascent company has the confidence to be among the top of the industry so quickly.
In the past year, Zero Run achieved the average monthly delivery growth rate of the first in the new energy industry (year-on-year, estimated), especially in the eight months from April to November, the average monthly growth rate reached 661.8%. In contrast, the average monthly growth of the familiar "Wei Xiaoli" from January to November last year was between 200-300%.
2021 is a year of comprehensive renewal of the zero-run product line, and the original main sales model, the smart pure electric car zero-run T03, has spent a complete sales year for the first time. In October, the C11, a new model and pure electric SUV, began to be officially delivered, marking the extension of the zero-run market space from the scooter to the mainstream family car market.
Under the joint action of several major car series, zero-run cars achieved a total delivery of 43,121 units throughout the year. In December last year, zero-run deliveries hit a record high, up 39% month-on-month and 368% year-on-year, with 7,807 units delivered in a single month. Since new models, including the zero-run C11, only began to exert their strength in the fourth quarter, zero-run sales showed a significant acceleration trend in 2021, indicating that the sales performance in 2022 will be further advanced.
It is this amazing acceleration that gives Zhu Jiangming the courage and confidence to shout "final circle". Before 2022, Zero Run has been committed to creating urban transportation boutique cars, which are also a member of the new car but are obviously separated from the market such as "Wei Xiaoli". After several years of experience, zero running can be more confident, more mature and more sophisticated to join the mainstream family car battle.
Everyone knows that building a car is not an overnight thing, and the automobile company that has been around for a hundred years is a long track, and it is not just a few years to be able to divide the victory and defeat. Building a car is like a marathon – not a 100-meter race, the lead in the first half doesn't necessarily last to the end, and you never know when it's time for which runner will take the lead.
The present situation is temporary, the results are unknown, and the acceleration of the present moment is indeed the only reference for us to guess the future with awe.
The vision should be accurate, and the hands should be fierce
Zero run in 2021 "run" out of acceleration, as if surpassing the front of the opponent to become the leading trend, of course, and the quiet change of its product line is inseparable. The monthly sales volume of zero-run T03 to December has reached 5627 units, showing a clear upward trend; zero-run C11 has just been listed for three months and delivered a total of 4021 units, and there is still great potential after the production capacity stabilizes in 2022.
It was the zero-run T03's sales that climbed steadily throughout the year, coupled with the zero-run C11's goal-making assists in the months at the end of the year, that zero-run got a more than expected end-of-term roll. In the automobile market, explosive products are actually not uncommon, as early as the era of traditional car companies, we have seen many players who have short-lived with their strange and obscene skills, and we have also seen many car companies that have successfully created explosive models but quickly disappeared into the crowd.
Building a car is not a roll of dice, ten times can make a "six" on the line. If a new car wants to break through and reach the final, it is necessary to ensure the "production" of each product. However, it is not easy to make another blockbuster on top of the blockbuster. Zero Run did two things right: one is to give enough sincerity, and the other is to accurately position.
Pure electric scooter is actually not a new thing, in recent years, with the advancement of electric vehicle technology, the pressure of carbon emission integration, pure electric car has appeared a new wave of new trends. Major car companies have begun to launch a new generation of pocket cars, and some models have repeatedly sold to the top of the new energy sales list.
Zero run in advance to see the boutique car will eventually be the right way, zero run T03 let this market appear a long endurance, intelligent pure electric car, opened a new chapter in the fine car in the pure electric era. As the first-to-eat crab consumers experience the many shortcomings of simple and cheap cars, more comprehensive models such as the zero-run T03 began to receive attention, so there were monthly sales in 2021.
With the increasing maturity of Chinese consumers, the single big beauty is already the old yellow calendar, and the automobile market is becoming more and more diversified, hierarchical and segmented. Especially for the new generation of young consumers, the demand for cars, especially boutique cars, is getting stronger and stronger. Zero-run T03 has L2 level intelligent auxiliary driving capabilities, more exquisite and more advanced internal and external configurations, opening up the pure electric era of boutique cars. Zero-run is ahead of the forward-looking market changes, so the zero-run T03 just at this time to fill this gap.
The addition of zero-run C11 is the biggest change in the zero-run product line in 2021, not only zero-run has since stepped into the mainstream home SUV market, but also marks the opening of a new realm of "cross-level fully equipped" car-making "inner volume". Car manufacturing requires a research and development cycle, which requires car companies to plan in advance, and what kind of configuration is needed to make the model still have the expected competitiveness on the day of listing.
The mid-size pure electric SUV market was originally the most competitive Red Sea, but even so, it was rare to see such a "fierce" competitor as the zero-run C11 for many years.
For such an attractive but crowded market, the zero-run approach is "quasi + fierce", with a strategic vision of foreseeing the future in advance, and then changing the competitive landscape with a full configuration of the leapfrog level. The current C11 is indeed not so perfect, but in the electric vehicle industry is currently so white-hot, incentive stage, the emergence of zero-run C11 once again redefined the quality-price ratio of smart electric vehicles, but also to provide consumers with more choices.
Zero run gives us not only a pure electric SUV that crosses the level, but also a more competitive and full market environment.
The next model of zero-run is rumored to be the high-end pure electric sedan Zero-run C01. When SUVs have been fully competitive and pure electric cars have emerged, zero-run will once again appear in the right market segment at the right time.
It is precisely by relying on the product layout of accurate vision and fierce hands that zero running has achieved the double explosion of "1+1".
The advantage of being a latecomer in the whole region
Behind the successful products, of course, it is not only a precise and forward-looking strategic layout, but also the hard power of technical strength.
If you search for the four words "global self-research" on the search engine, you will find that zero run stands out from a large number of car brands in an instant. After six years of perseverance, global self-research has slowly become synonymous with zero running, and the word "self-research" is firmly engraved in the brand gene of zero running.
As Zhu Jiangming said in his speech at Zhejiang University, zero running is "losing a little initial speed and gaining long-term acceleration." Adhere to the global self-research, so that zero run did not quickly dominate the market in the initial stage, but the technical advantages accumulated by long-term self-research have shown their power today.
In June 2021, in the Google Waymo 2021 Autonomous Driving Algorithm Challenge, the zero-run algorithm team won the first place in the 2D Actual Test Challenge; in November 2021, the zero-run C11 water-cooled electric drive assembly won the "China Heart" 2021 Top Ten New Energy Vehicle Power System.
The precise forward-looking strategic layout, the sincerity of consumers first, coupled with the R&D attitude of de-virtual to real, make Zero Run an enterprise that wins with technology and products.
epilogue
The new car is one of the hottest and most crowded tracks of the moment. On this track, the simple technical advantages may not be able to meet the needs of consumers, and the clever product managers may not have enough strength in their hands, and only when there is no shortcoming in all aspects can we achieve the enterprises that frequently appear. If a blockbuster may be accidental, then 1+1 is enough to explain the problem.
The example of zero running tells us that insight into the precise positioning of consumer demand, impressing users with cross-level sincerity, insisting on product technology first, and recreating explosive models on top of explosive models still have the opportunity to rewrite the pattern of the new car world.