Source of this article: Times Finance Author: Yang Delin
With the post-90s and post-95s young people gradually becoming the main force of car purchases, many car companies have begun to bet on the new track of brand "peripheral products".
Recently, Times Finance saw on the official APP of Xiaopeng Automobile that it launched a "PengKr metal mahjong" priced at 1999 yuan. It is reported that the product is sold in limited quantities, and its outer packaging, mahjong itself, dice, etc. are made of metal materials, and the surface of mahjong is smooth.
"Xiaopeng PengKr Mahjong will be a representative of lifestyle, an instantly recognized identity, and an innovative interpretation of traditional national essence." Through bold and unique design, it shows the collision of the car with traditional Chinese culture. For its design concept, Xiaopeng Automobile said.
Peng Kr Metal Mahjong Image Source/Xiaopeng Automobile APP
It is worth noting that after the launch of "PengKr Metal Mahjong", public opinion is different. Some netizens think that the price of the commodity is too high, indicating that "the price is discouraged" and "can't afford to buy"; some netizens complain that its design is unreasonable, thinking that "this is a fitness equipment" and "metal material has no feel"; and some netizens joked, "This can be put in the refrigerator as ice cubes".
Taking the price as an example, Times Finance searched for "mahjong" through a shopping platform and found that the price of ordinary mahjong is mostly concentrated in the range of tens to 200 yuan, and the price is less than one-tenth of xiaopeng metal mahjong. At the same time, as a reference, a bottle of 53 degrees 500 ml of Feitian Moutai wine manufacturer guidance price of 1499 yuan.
But on the other side, "PengKr Metal Mahjong" has also won the love of many Xiaopeng Motors supporters, who left messages on social platforms saying that they wanted to buy the product, saying that "it is worthy of Xiaopeng's products, the shape is cool, I want to buy" "Worth this price, buy buy buy" and "look good high-end".
According to times finance, Xiaopeng XPLORE products sold in Xiaopeng Automobile Mall include air fryers, mattresses, chocolates, clothes, etc., of which the "Penghu Purple Sandalwood Chopsticks" previously launched at a price of 199 yuan, the official mall currently shows that the product is "sold out".
Coincidentally. Car companies that are keen to lay out peripheral products are not only Xiaopeng Motors. In recent years, the peripheral products of many new power car companies have been expanding, not only covering all aspects of daily food, clothing, housing and transportation, but also launching a series of products such as "empty wine bottles", "whistles" and "astronomical telescopes", and the prices of some commodities are still in short supply when they are higher than the market price.
Taking Tesla as an example, in early January this year, Tesla China official mall listed a stainless steel Material Cyberwhistle whistle, although the price is dozens of times that of ordinary whistles, reaching 350 yuan, but the product was sold out soon after it was on the shelves. At the same time, Times Finance found that Tesla's rated capacity of 10,000mAh, a wireless charging treasure priced at 489 yuan, and a 139 yuan mug are also in a "out of stock" state in Tesla China Mall.
Not only that, a tequila glass empty wine bottle with an original price of 779 yuan and a limited edition of 1500 sold by Tesla China was robbed at the beginning of the listing, and the price of the product in the second-hand market doubled several times. At present, the maximum price of the empty wine bottle in a second-hand trading market has reached 10,000 yuan.
Tesla tequila empty wine bottle Image source / A second-hand trading platform
NIO Auto has derived its own independent peripheral brand NIO Life, and has repeatedly released co-branded products with independent designers or other brands. According to times finance, nio life's current price of 1399 yuan jacket, 980 yuan skateboard, 599 yuan bedding four-piece set and other products, the official mall shows "sold out". In addition, NIO has established the "NIO Life Golden Centipede Award" to reward several car owners with the highest shopping amount each year. The data shows that the three car owners with the highest consumption amount in 2020 spent 185,000 yuan, 177,400 yuan and 170,600 yuan respectively.
In terms of ideal cars, in January 2021, it launched 500 wireless microphones priced at 346 yuan on the official mall, and the product was sold out in only 25 minutes after the product was launched, and after the microphone was replenished, the second batch of goods was still sold out in ten minutes.
Some insiders said to Times Finance that now the post-90s and post-95s have gradually become the main force of Car Purchase in China, and some products marked with the words "limited", "explosive" and "joint" have a huge attraction to young consumers, such as the popularity of Lingna Belle, etc., and new energy vehicle companies are seizing this consumer psychology and launching related peripheral products.
In its view, for car companies, the income brought by the surrounding area is not too much, and the cross-border sale of various peripherals is more to narrow the distance between themselves and consumers, increase the sense of brand existence, and the heat brought by each new product can bring publicity effect to the brand, and can also better attract some young potential users. In addition, behind the high premium of the product is also a manifestation of the strength of the brand itself, and the new energy vehicle companies also help to promote the growth of brand value with the help of peripheral products with brand premium.