Written by | Xiao Yue
Edit | Yang Bocheng
Caption | IC Photo
Invention first, or demand first?
This sentence has been two dimensions that people explore in the face of the emergence of new things, although there is no clear conclusion for a while, but in the journey of brand innovation, it has long been put into practice, and the same practice is constantly changing on the road of new energy vehicle companies.
With the rise of new forces of new energy car manufacturing, as a more vertical segmentation of the application scenario of the children's car market has also ushered in a new variable, compared to the traditional car need to spend many years to develop and model applicable internal combustion engine, electric vehicle core motor, battery pack and other components, can be completely through the supply chain of car companies to be solved, which also lays the groundwork for the new car-making forces to enter the children's car market.
With the new forces of car manufacturing into the children's car market synchronous development of the domestic children's car market scale, according to the previous "2021-2025 stroller industry market depth analysis and development planning consulting research report" data released by the Zhongyan Puhua Industry Research Institute data show that in 2020 China's baby car market size reached 15.67 billion yuan, with the three-child policy and other factors, this market size will be further expanded.
Perhaps seeing a large market potential, an indisputable fact is that in recent years, new energy vehicle companies have set off a new car-making movement in the baby car market, and in this car-making movement that has turned to the children's market, Tesla, The Little Car Company in the United Kingdom, Nezha and other car companies have become pioneers with their respective technical advantages.
Behind the entry of these car companies into the baby carriage market, using products as the medium to link users, so as to form a better user ecology is becoming a clear trend, in this trend, the answer of "first invention, or first demand" is emerging.
Push reproduction, engage in materials,
Car companies gather in the new energy stroller market
Tesla, a leading brand in the field of new energy, released an ATV model for children at the end of last year, Cyberquad, in terms of speed, the model provides users with two gears of choice, namely the low-speed mode with a maximum speed of 8km/h and the high-speed mode with a maximum speed of 16km/h.
In terms of appearance, the children's version of Cyberquad is similar to cyberquad, an electric ATV all-terrain off-road pure electric four-wheeler that Tesla previously unveiled when it released Cyberruck in 2019, from the overall cyber style of the vehicle to the design sense of LED lights.
It is worth noting that the product was only priced at $1900 when it was on the shelves, which was converted into about 12115 yuan, and with the launch of the model, it also triggered a warm pursuit on the consumer side, so that after the pre-sale was opened, Tesla replenished it twice in one day, and it was still difficult to meet the consumer's enthusiasm for buying.
And half a month later, the transfer price of the model on eBay is even higher, according to previous media reports, the highest transfer order was increased to $17,000, converted into 108,100 yuan, and the above performances also reflect the consumer's favor for Tesla's baby carriage products.
Coincidentally, the undercurrent of car companies entering the baby carriage market is also playing out in the British passenger car market, which is more than 6,000 kilometers away from the United States.
Around Christmas, The Little Car Company launched three mini children's toy cars, different from Tesla's cyberpunk style, And The Little Car Company launched three models are the Bugatti Type 35, the Ferrari 250 Testa Rossa and the Aston Martin DB5.
According to public information, the above three models are designed according to the proportion of 75% of the original car, so it is more like a replica of the classic model and in terms of pricing, the above three strollers continue the high price tradition of luxury cars, of which the highest price Ferrari 250 Testa Rossa model price reached 110,000 euros, equivalent to about 790,000 yuan, followed by Aston Martin DB5 priced at 50,000 euros, converted into 360,000 yuan, Even the lowest-priced Bugatti Type 35 is priced at 36,000 euros, or about 260,000 yuan.
This trend based on the children's car market has also swept the domestic passenger car market, as the first echelon of the new domestic car manufacturing force, Nezha Automobile delivered the first baby carriage to the first batch of users on December 22 last year - Nezha Devil Child.
Compared with Tesla, which pays attention to the appearance of cyberpunk, and The Little Car Company, which costs a lot, Nezha Devil Child has innovated in appearance design and safety.
As a product for children aged 3-8 years old, the maximum speed of this model is 5km/h, and the range of a single full charge can reach 8km in terms of battery life.
In terms of material safety, Nezha Devil Child passed the national 3C level certification, using car standard grade paint and leather technology, and the use of more secure lead-acid batteries, at the same time, in order to allow parents in the process of children's driving, once there is a dangerous situation, can intervene at any time, Nezha Devil Child also provides remote control, the priority of remote control control is higher than self-driving, which means that under the dual function of remote control / self-driving, safety has been more improved, pay attention to safety at the same time, comfort is not left behind by Nezha car, For example, Nezha Devil Child adopts foam soft tires, and the weight of the vehicle has reached 30 kg.
It is worth noting that although it is aimed at children, the product still inherits the high-quality experience that Nezha enterprises can bring to consumers in terms of performance, such as Nezha Devil Child's rear drive force with dual motors, while using four-wheel independent shock absorbers, and these configurations can usually only be seen in electric vehicles for adult consumers, and compared with the excellence of safety and performance, the price of this model is only 2999 yuan.
Different strategies to build a user ecosystem
In fact, the children's version of Cyberquad launched by Tesla this time is not Tesla's first attempt in the field of children's cars, as early as 2018, Tesla and toy manufacturer Radio Flyer released Model S For Kids.
Compared with this cyberpunk style, the previous Model S For Kids is more similar to the original Model S, in addition to continuing Tesla's consistent pure electric, even the streamline of the body is similar to the Model S.
Similar to the children's version of Cyberquad, the Model S For Kids also adopts two speed gears, namely a safe speed of 5km/h and a maximum speed of 10km/h.
Interestingly, in the way the model is purchased, Tesla has said that it can be obtained through the owner's referral reward program.
And this kind of product and product peripherals to strengthen the connection with users, but also with Tesla's past marketing methods are similar, with the recent Tesla for children's ATV model launch, there have been new energy practitioners pointed out that although the children's car is not Tesla's main business, but this form is tantamount to strengthening the brand and customer stickiness, and even in the long run, Musk for Tesla products to complete the screening and training of future customers.
It is worth noting that compared with Tesla, which operates the child car as a peripheral operation, Nezha, a new domestic car-making force, positions the child car as the gripper of user operation.
So that on the day that Nezha Devil Kid delivered users, Chang Bing, chief design officer of Nezha Automobile, clearly pointed out in an interview with DoNews that Nezha did not attach too much importance to the word "peripheral", but to "the operation of the user community".
According to him, with the landing of the Nezha user community, every user enjoys an exclusive service group, and any questions of users in the group will be fully answered, because in addition to service personnel, sales personnel, and technical personnel, and even some other service personnel are included in the group.
"Maybe in the group, users are anxious to send something, there will be service personnel to respond, and with the rapid growth of the number of Nezha user groups, including the operation of existing users, we found that some of the needs of users are unmet by the car itself, but these demands can become our entry point close to users, and also contain some other opportunities." Chang Bing said.
In Chang Bing's words, it is precisely these different needs from users that allow Nezha to create some different products and services, so that the ecological sense of the entire user operation becomes stronger, and it is based on this understanding that Nezha Devil Child came into being.
Build a horse for adults and kids
How many steps do you like the "horse"?
"If I had asked customers what they wanted, they would have told me, 'A faster horse.'" This is Henry. Ford's most reasonable quote, and for the layout of new energy vehicles in the baby carriage market, the opinions of users are important, but if they cannot make breakthroughs in technology, it is still difficult to create amazing products.
Take Tesla Cyberquad ATV as an example, in terms of battery life, according to official information, the mileage can reach 24km, in the case of charging with a home power supply, the power supply can be fully charged in 5 hours, at the same time, more importantly, the children's version of Cyberquad is also equipped with a removable 36V lithium-ion battery, making it more convenient for users to use.
The British children's car company (The Little Car Company) previously launched three mini children's toy cars, while taking pure electric drive, according to its official information, the vehicle can support home power charging, while the vehicle is equipped with a battery pack of up to 5.4kWh to ensure battery life.
It is worth noting that although the sense of science and technology can gain the favor of users, but more critically, as a children's passenger car, although the user is a child, the person who makes the purchase decision is often the parent of the child, so how to meet the use of children at the same time, but also to gain the trust of the child's parents, is a problem that needs to be weighed in front of the new energy vehicle companies.
For example, taking the above three mini children's toy cars launched by the British Children's Car Company (The Little Car Company) as an example, the high price, battery life and charging convenience correspond to the concerns of some consumers about the safety of the vehicle, because although the three models have certain restrictions on speed based on the consideration of children's driving safety, the restrictions from the power can be lifted, such as the Ferrari model, which can even reach 100km/h in track mode Whether it is safe enough for children has also once triggered discussion from the outside world.
In the Nezha Devil child recently launched by Nezha Automobile, in addition to seeing technological innovations, new proposals are also given in weighing the needs of parents and children.
For example, in the product, in order to make the child more enjoyable in the process of driving, the magic child car is also equipped with a music player, which allows the child to learn English while driving while listening to nursery rhymes and so on.
In Chang Bing's view, child users are still relatively easy to define, because the resonance between children is very strong, and what Nezha Devil Children want to do is to go beyond the inertia of traditional children's products, so let car designers make improvements and new definitions for the products used by children in a cross-border manner.
After clarifying the real needs of child users based on the use of scenarios, in terms of contact with parents, Nezha Devil Children have not fallen behind.
At the same time as delivering Nezha Devil Children, Nezha Automobile also established the world's first children's car owners club to provide a platform for more families to exchange feelings, and in June, Nezha officially announced that 100 million yuan of user funds were allocated to set up a "which iron universe" user community, through different ways, so that the user ecology is more abundant.
It is in this way of putting the user in front that Nezha Automobile's control of the product power point is more accurate. Perhaps as Daniel Zhang, co-founder and CEO of Nezha Automobile, said before. Let the user define the product first, and then the user define the service. With the delivery of Nezha Devil Child, it also highlights to the outside world to a certain extent the new stage of Nezha Automobile based on ecology and user operation.