At present, the most promising to impact the first camp is Nezha Automobile. With a 100,000-yuan electric vehicle strategy and "rural encirclement of the city", Nezha Automobile achieved a single-month sales volume of more than 10,000 at the end of 2021, with annual sales of 69,674 units, ranking fourth in the new car-making forces second to Xiaopeng, Weilai and Ideal.
On January 8, 2022, Nezha Automobile also ushered in the roll-off of the 100,000th mass production car, marking that it was among the first camp of new car-making forces.
In a word, cost performance is the core selling point of Nezha Car. From the perspective of model division, the V car series with a price range of 60,000 to 100,000 will be delivered in 2021, and the U car series with a price range of 100,000 to 160,000 will be delivered in 20,028 units.
Due to the low price of the car, the market is relatively sinking, and it is difficult to trace the north, Shanghai, Guangzhou, and Shenzhen. According to reports, among the users of Nezha, Chengdu, Hangzhou, Wuhan and other new first-tier cities accounted for the highest proportion, about 31%; followed by second-tier cities such as Wuxi and Hefei, accounting for 22%; third- and fourth-tier cities accounted for 31% of the total, and first-tier cities accounted for 13%.
Che Tongjun believes that it is a good thing that Nezha's car sales strive to be upstream, but it is difficult to hide embarrassment in marketing, and he often takes the side for the sake of eyeballs.
Not long ago, an anchor in the official live broadcast room of Nezha Automobile was controversial by netizens.
From the screenshot of the live broadcast exposed by netizens, it is clearly visible that although the female anchor in the picture is introducing the model, no matter from her eyes, language, and actions, there is a suspicion of playing "rubbing the edge ball". Netizens are full of provocative bullet screens, but also let the official car sales live broadcast, completely changed the taste.
Nezha Car's marketing overturned, this is not the first time.
In August 2021, some netizens exposed a screenshot of the chat records of the Nezha Automobile Work Group, and in the "Nezha Brand Center Management Group", a staff member named "Peng Gang" issued an invitation to Wu Yifan to be the spokesperson of the Nezha Automobile brand.
At that time, Wu Yifan was already a "morally lost artist". These group news of Nezha Automobile immediately triggered heated discussions in the car industry.
Nezha Automobile's late-night official Weibo spoke quickly: after stating the company's position, it announced the dismissal of Peng Gang, the head of the market, and apologized to the public again.
But what is intriguing is that the day before August 3, Nezha Automobile also sent a poster with the content "Tomorrow's headlines have been booked".
Netizens were surprised that Nezha Car could predict the prophet, was it that the dismissal of Peng Gang was also part of the plan?
Che Toujun believes that Nezha Automobile is very capable in terms of sales, and it is also worth understanding to urgently want to increase its popularity, but in terms of marketing methods, it is indeed worth reflecting on.
Two days ago, I saw a title, "2022, Nezha and "Wei Xiaoli" must have a war." But at least, in terms of marketing, Nezha's car trick is still very LOW.
The product is the boat, the marketing is the sail. If the sails are always in the opposite direction, the ship will overturn sooner or later.