Written by | Chu Yunwen
In just a few decades, China's auto market from scratch, from there to profit, with the world turned upside down to describe the slightest exaggeration, independent brands, joint venture brands, imported brands, are accelerating product layout in this rapid development environment, and today, China's auto market has entered the era of stock competition.
If you compare a new product with the same price point five years ago, you will find that the new product can be defined as a higher level of model at that time, yes, with the development of time, all levels of the market and market segments have significantly improved the standards and judgment of products.
"Leapfrog, subdivision" has become one of the keywords of the recent car market, and this will also become the key to the product to stand out. This phenomenon is more obvious in the entry-level market, taking the recent eye-catching Kaiyi Xuandu in this market, Kunpeng Power plus the unique configuration of the same level of independent suspension of the whole vehicle, changing the survival rules of the products in this market.
With subversive products, tap the potential of market explosions
The progress of independent brands is obvious to all, and the term "leapfrogging" is also based on the cost performance of domestic models at that time, and the higher-level configuration and the price of the people have become the first choice for many families to "first car".
Speaking of the first car, let's take a look at the current state of the entry-level market. From the product level, because the positioning of the main body of the product in the domestic market will be higher, some manufacturers do not attach great importance to this level of product creation, so many products are backward in power configuration, more emphasis on the packaging of the external image.
But from the consumer level, the people who choose such products are not rich at hand, and they are mainly young people who have just walked out of school, and their hearts have an urgent desire for passion and sports, and the product positioning in the market is contrary to it.
If you want to become a popular model in the market, you must make a fuss around the precise needs of consumers, Kaiyi Xuandu is aimed at this kind of people and built, at a price of 6.78-9.39 million yuan to enter the game, highlighting the two mainstream product points of youth and sports, and the outstanding power and control subvert people's traditional cognition of this level of models.
Different from the Roewe i5, Changan Yidong PLUS and other peer opponents, Kaiyi Xuandu has achieved equal treatment in the power configuration, and the 1.5T engine from chery Kunpeng power series has become the standard of the whole series; the unique front McPherson and rear multi-link independent suspension system of the same level has made Kaiyi Xuandu surpass the opponent in terms of control stability and riding comfort.
From the perspective of power, chassis and other configurations, Kaiyi Xuandu can even challenge the joint venture brand products of 100,000 yuan.
The reason why consumers who previously paid attention to this level of products had a relatively low demand for power was more "no choice", but in the era of rising product standards, this phenomenon must also become a thing of the past.
Power is the core, the design plays a role in the atmosphere of the setting, the integral sports seat, four-wheel red calipers, racing-style lower deflector, running water lights up the daytime lights, dynamic "duck tail" and other designs have appeared in this sports car for young people, Italian design master Rowe led the "Chinese and Western minimalist aesthetics" concept focuses on the aesthetic preferences of mainstream audiences.
The wheelbase of 2700mm once again interprets the product's leapfrog, and the large space inside is matched with a 10.25-inch central control screen, as well as mobile phone wireless charging, intelligent voice interaction, full-time mobile phone butler, keyless entry, one-key start and other practical functions can also meet people's expectations for a family car.
The abundant configuration has not been reduced by the increase in the cost of power, chassis and other components, and there is no absence of leapfrog safety features such as ABS+EBD, HHC ramp assistance system, AUTOHOLD automatic parking, tire pressure monitoring, and high-definition 360° panoramic images.
In summary, Kaiyi Xuandu is not a single cost-effective model, but a boutique sports car that subverts tradition and attracts young consumers with more accurate positioning.
Breaking the bland is a very important thing for young consumers, after all, "consumer bitter product homogenization has been long-lasting", and with the continuous evolution of products, consumers have not only focused on the design and common configurations, but also the core level of power will become the core of future product competition.
Behind the product is Kaiyi's internal cultivation
Product strength is one of the core factors for the success of the product in the market, each model of the car company to the market is like a move played by a person practicing martial arts, in the early stage of martial arts training, may pay attention to whether a move is beautiful in the early stage, and after years of cultivation, the competition is whether the internal strength is deep or not.
For car companies, what is the internal strength is actually the technical support behind the product, the hardware foundation, and the detailed planning of the brand.
The so-called times create heroes, the growth rate of the domestic automobile market is more than everyone expects, in the face of a rapidly growing market, companies often need to invest in products at a faster speed, in such an environment, if the foundation is not solid, it will inevitably highlight the fatigue, and even directly withdraw from the market after a short outbreak of illusion.
At present, China's auto market is in a stage of deep internal structural adjustment, both the continuous impact of the new four modernizations, the acceleration of the update speed of user demand, many traditional car giants will appear to be confused about the context, especially the key market segments, which leaves room for car companies specializing in the precise needs of consumers, Kaiyi is one of them, and this time period, the fight is the internal strength of car companies.
In a year's time, the new X3, Xuanjie Pro, Xuanjie Pro EV and other models have been launched before Xuandu, from the product level, leaving a new brand image, for consumers to understand the brand, perceive the product has a new atmosphere, which also allows more potential consumers to continue to understand the Kaiyi brand opportunity.
Although the Kaiyi brand focuses on creating young products and gives people the feeling of being a young brand, Kaiyi is not an intern who has just entered the car market, but an old hot player with rich experience in car manufacturing, research and development resources, and a strong local government to support the leadership.
Kaiyi started the construction of a smart factory in Yibin, Sichuan in 2017, and put into operation at the end of 2019, with an annual production capacity of 150,000 vehicles, with six major characteristics of automation, flexibility, modularization, energy saving, intelligent connection and informatization, thanks to this, Kaiyi Automobile has become the first "double qualification" vehicle manufacturer in Sichuan Province with three major types of passenger car production qualifications and new energy vehicle manufacturing.
For Xuandu, Kaiyi gave a very tempting policy of "lifelong free maintenance, lifelong vehicle warranty", I believe that many joint venture brands and imported brands dare not say this sentence, which reflects Kaiyi's confidence in product quality.
Hardware foundation to ensure product quality, and this reflects the thickness of a brand, when the market vane changes, enterprises can adjust the direction, just like in the past year, Kaiyi is seizing the opportunity of youthful and high-quality strong power entry-level product market lack, quickly in the market response.
"Outstanding performance, design in place, outstanding technology, excellent experience", the above four points are the planning and positioning of Its products, it can be seen that its goal is not as ambitious as some other brands, it is around the young consumers are very concerned about the several points to enlarge, and in the product to be reflected.
This returns to the previously mentioned word of precision, Kaiyi Xuandu is precisely by virtue of its strong power of the precise positioning subvert people's cognition of entry-level models, and Kaiyi's cultivation of internal strength must also be aimed at young people, through young products, to the market to play a heavy punch.
In addition, Kaiyi has also expanded the circle around the product itself. For example, the "Wing Family" Kaiyi Fan Club was established at the Xuanjie Pro conference, which created an ecosystem of fan life through fan care activities, warm mutual assistance, growth incentives, fan malls and other activities, which played a greater help for increasing user stickiness.
A good start has been opened, there are still many pain points for consumers, can Kaiyi eliminate every "lesion" with its internal strength? In terms of current performance, it is worth the expectations of consumers.
Relying on precise positioning, we continue to launch disruptive products
When the brand has accurate future planning, as well as accurate market positioning, then the products launched by it will become subversives in the same level of the market, which is an inevitable law of the market, and it is through this concept that Kaiyi has created Xuandu's eye-catching product.
Undoubtedly, a number of competitive auto products recently launched by Kaiyi Automobile have effectively catered to the new experience needs of customers with cars, and have also promoted the transformation of independent brands in the market from the side, and the enthusiasm of families to buy domestic cars has further increased, promoting the continuous heating up of the domestic car market.
When the product is unique in the same level and encounters the correct brand concept, its success in the market is inevitable, and it may only be a matter of time for the brand to achieve the more ambitious goals set by the brand. 【iDailycar】