A lot of people's computers are using 360 security software. However, many years ago, the computer security software market was mostly occupied by Kaspersky, Rising and other software.
In the kaspersky and Rising era, these software earned revenue by charging users an annual usage fee, which is a "dimension" of the meaning of their core pillars. However, with the arrival of 360 security software, they were dumbfounded, and soon after they disappeared in desperation.
The reason is that 360 security software will cancel the dimension of charging. At a time when network security has become a major headache for society, 360 has won a large number of users through free means and become a popularizer of network security.
It can be said that this is one of the most classic cases of dimensionality reduction in the commercial market.
In fact, the practice of reducing dimensionality is quite common in shopping malls. However, it is not so common for the very cost-conscious automotive industry. Because, under the fixed supply chain cost, production cost, marketing cost transparency and many other factors, the cost of automotive products is almost fixed.
This also leads to the fact that the cost gap between models of the same level is often not large.
Because of this, the price of different brands and models of the same level on the market will not vary too much. From the consumer's point of view, these models may become the object of their purchase.
However, when there is a new car in the market whose price does not match its own level, then this car will definitely receive widespread attention from the outside world. If the price of this new car is much cheaper than that of the same class, then this model has the basic conditions to become a "dark horse" of the same level.
Price has become the core of the dimensionality reduction blow
The reason why 360 can replace Kaspersky and Rising and become the leader in security software is that it cancels the original fixed model of payment in the industry, and only adopts the payment method in some advanced functions. For the vast majority of users, the basic services are enough to meet their needs for network security.
The underlying logic behind this is that 360, while changing the fixed charging model of the industry through the free way, really pokes at the user's pain points, and will completely break the "convention" of the market economy that needs to spend money to buy goods and services.
Price became the cheats of 360 success, and it was the core of the dimensionality reduction attack.
The past 2021 can be regarded as the first year of the domestic MPV market. A number of MPV models have been listed, so that the MPV market at that time presented a "grand situation" that had never been seen before.
Kia Kahua, Hyundai Kustur, Toyota Xena and other new MPVs have been introduced, and Odyssey and Alexand have completed the middle reform. The Buick GL8 is still strong, the Trumpchi M8 has become a domestic phenomenon-level MPV, and the sales of Volkswagen Weiran are also steadily increasing.
Among these newly launched MPV, beijing hyundai Kustu seems to be the least optimistic model. After all, the opponents that Kustu faces are not good stubble.
Kia Jawa has a history of several generations of models, and has also appeared in China and is well known to many people. And toyota saina is a car that has long been a household name, which has saved the expectations of many people. The market veterans such as GL8, Odyssey, Alisson, trumpchi M8 and so on already have their own user groups.
All of this seems to indicate that the modern Kustu has not had a chance.
However, opportunities are never given by others, but by oneself. When Kustu released the official price, this previously unpromising MPV really created an opportunity for itself, allowing more people to shift their attention from The body of Jiahua and Xena.
From 167,800 yuan, the top match is only 218,800 yuan, which is in stark contrast to the pricing of Jiahua and Xena. The top price is cheaper than the Odyssey version, and the overall price range is even lower than the Trumpchi M8.
Without discussing the product strength, the pricing of Kustu's model of the same class is far lower, which is enough to attract the attention of consumers.
The dimensionality reduction blow of the price dimension has allowed Kusitu to successfully stand under the flash, making it a clear stream in the MPV market. At the same time, the low price gives Kustu the confidence to subvert the home MPV market.
Home MPV popularizers, why Kustu?
The liberalization of the three-child policy has accelerated the development of the household MPV market to a certain extent. But obviously, this effect is very limited.
The reason is that the domestic MPV market shows a polarization trend, on the one hand, the low-end models represented by Wuling Hongguang, and the high-end models represented by GL8 and Odyssey on the other.
The former is not suitable for home use, and becoming a "good helper to get rich" is the fate of these models. The latter, on the other hand, can be used both for business purposes and for household use, but the higher price makes most families prohibitive.
In order to meet the needs of the times, many mid-to-high-end MPVs have been branded with the slogan of family cars, but they have entered the market with ungrounded prices. This makes the slogan useless, unrealistic, and it seems that only Kustu really does what he says, which also makes more people feel good about Kustu.
According to the data of the Association, since the listing of Kusitu on September 26 last year, its monthly sales have steadily climbed. In October, 1,213 vehicles were acquired, 1,883 vehicles were acquired in November, and 2,174 vehicles were acquired in December.
Although the specific data is far less than the GL8, nor as good as the Alishen, etc., as a new model, the results of the Kustu are already quite good for the MPV market, which is not large.
In the end market, The popularity of Kustu is higher than the actual sales figure. Many consumers come to the Beijing Hyundai 4S store, which is directed at Kusi. However, due to the shortage of chips and the limited production capacity of the new car itself, there are not many new cars that are actually delivered to users.
It is not difficult to guess that with the "lack of core" problem alleviated and production capacity increased, Kustu is likely to emerge in the MPV market. As a family MPV, Kustu will also become a car that truly promotes the popularity of family MPV due to the purchase of more consumers.
The driving force behind this lies in the price of Kustu's grounding gas.
Multi-dimensional dimensionality reduction strike, Kustu subverts the home MPV market
The so-called dimensionality reduction blow, the price is only one aspect.
However, to really be a disruptor, it is necessary to make the product strength meet the positioning expectations. Landing on Kustu requires it to have a value that far exceeds the price. In a word, it can be summed up that Kustu needs to achieve that no one has me, and people have me.
The length of the Body of the Kustu is nearly 5 meters, which is a lap larger than the Odyssey, which also makes it a success in qualifying for the mid-sized and large MPV ranks. The large size guarantees space in the car and opens up possibilities for a comfortable ride. What is even more exaggerated is that the wheelbase of the Kustu has reached 3055mm, which further enhances the riding space.
Space is the premise of whether MPV can bring comfort. In addition, the Chinese people still have the following demands for MPV: Do you provide side sliding doors? Are airline seats available?
The answer given by Kustu is YES.
Not only does the Kusuit offer double-sided sliding doors, but its two independent aviation seats in the second row are quite wide and comfortable. On this basis, the second row of seats is also preset with three ride modes. 90° mode is convenient to get on and off the car, 110° with a small table board, better audio and video entertainment, 135 ° sleep mode, enjoy sleep.
In addition, the second row of seats also supports ten-way seat adjustment, including electric leg rests, which can accommodate users of different sizes. It is worth mentioning that the second row also provides manual sun blinds, and the car is equipped with double sunroofs.
It is not difficult to find that Kustu has the riding experience that should be in the same class, and the unique seat mode further enhances its riding comfort.
Due to the functionality of the MPV itself, it does not take intelligence as a selling point. But Kusitu is different, in order to meet the needs of more young families, it is equipped with a full LCD instrument and a 10.4-inch large-size central control screen, and built-in Baidu 3.0 car machine system, covering navigation, music, car home interconnection and intelligent voice and other functions.
In terms of power, Kustu provides users with a variety of power needs, among which the 1.5T engine inherits CVVD technology and focuses on economy. The 2.0T version of the engine has a maximum power of 236 horsepower, a peak torque of 353 Nm, and can break 100 in more than 8 seconds, focusing on long-distance travel. Looking at the same level, the vast majority of MPV models only provide one kind of power, and cannot give users more choices.
Write at the end
Just as 360 subverted industry conventions, Kustu also adopted a dimensionality reduction attack method under the siege of a number of strong opponents, creating opportunities for itself. At a time when the home MPV market is intensifying and competing for supremacy, Kustu is the only model that truly has the ability to popularize.
Today, consumer sensibilities are increasingly replaced by reason. Kustu's pragmatism, pragmatism and intentions will eventually be seen by more consumers over time.
There are so many MPV in 2021, and Kustu is one of the dark horses.