The first tear-off X war in the auto circle in 2022 was unexpectedly launched between Li Xiang and the group car network.
Previously, the well-known domestic automobile trading platform Tuanche Network officially announced, "I will also build a car." The result is not to mention how many people support, anyway, Li Xiang, who is also a cross-line car, stood up and directly bombarded, saying that it "refreshed the bottom line of entrepreneurs!" ”
This remark about Li Xiang is like a stone stirring up a thousand waves. As we all know, Li Xiang's big mouth can be said to be known to everyone in the car circle. Not only have they been intimidated by other car companies, but even the users of the ideal car have not been spared.
Therefore, some netizens on the Internet are not accustomed to this car-making big man. Some netizens directly sprayed that the ideal car is actually a "company with super high marketing costs". Some netizens said, "Laugh a hundred steps with fifty steps", "half a pound laugh eight two"... To sum up simply, netizens feel that why can the forum make a car, and the group purchase cannot build a car?
Objectively evaluate the tearing X battle between Li Xiang and tuanche.com
Many people may not be clear, why is the group car network to build a car, Li wants to be anxious? In this regard, Li Xiang also specially published a long speech to explain why tuanche network will "refresh the bottom line of entrepreneurs"? To put it simply, Li wants to divide entrepreneurship into two stages: 0-1 and 1-10. The first phase is the validation phase and the second phase is the growth phase.
The first stage is often the most critical, because it determines the success of the business. But Li Xiang is not optimistic about tuanche.com, in short, he feels that Tuanche.com has a team of 100 people with more than 20 years of car-making experience. In fact, regarding the encounter of Tuanche Network in recent years, the media has also exposed it on the Internet. For example, "the performance bonus of the group car in the second half of last year was not issued", "all the staff waited at home after December 30", etc., these news are not good for the group car network. Of course, about the negative reports of the group car network, the car home is specially analyzed, in view of the relationship between the car home and Li Xiang before, there is not much to say here, anyway, it is an open secret.
But then again, Li wondered why he was so angry with tuanche.com? Li thought that if he was really so full of justice, why did he pick the group car network? In our opinion, this may have something to do with traffic. As we all know, Li wants to be more good at his previous experience, making him more good at which topics are easy to attract high attention. After all, for the ideal car, what is missing now is traffic.
Ideal Car now has only one ideal ONE, and at the marketing level, it seems that there are no successful marketing cases except for Li's "feat of shaking the air". Therefore, we believe that Li wants to fire at the tuanche network just to get more traffic, let the public continue to pay attention to the ideal car, and let the ideal ONE sell more before the next product is launched. Moreover, it is not excluded that there is a suspicion of diverting the public's perspective for the recent problems of the ideal ONE.
Ideal one hundred thousand kilometers dismantled, the beginning of the fall on the altar?
In the comment area of Li Xiang's bombardment of the regiment's car network, we also noticed that a netizen commented like this, "First put your three-cylinder machine to a good whole..." This has to be reminiscent of a previous media about the dismantling display after the ideal ONE 100,000 kilometers long test. It is reported that the vehicle evaluated is the ideal ONE of 2021, and it is worth mentioning that the evaluation imitates the daily car habits of ordinary car owners, and is used as a fuel vehicle throughout the whole process.
In the dismantling process, the most crotch-pulling is the code name "DAM12TD" 1.2T three-cylinder range extender produced by Dongan Power. Not to mention the many problems existing in the three-cylinder engine itself, the problem of some hidden dark diseases of the ideal ONE alone is worthy of consumer attention. Among them, the oil leakage of the range extender can be said to be the most serious. Not only the oil leakage on one side of the cylinder gasket, but even the entire cylinder body is infiltrated around, and there is also accumulated oil sludge on the surface of the cylinder block, which shows that the oil leakage problem has a long history.
During the long test process, the ideal ONE also underwent 10 maintenance times. However, the manufacturer's maintenance engineers have not warned of problems such as oil leakage from the range extender. The total cost of these ten maintenance is 8705.6 yuan, an average of 870 yuan per time. This is very embarrassing, a maintenance cost is not lower than the fuel car, but after maintenance, there are many rare problems with the range extender, which is really puzzling.
From this incident, it can be seen that the ideal car now focuses on creating pure electric models and the problems of the ideal ONE itself may also have a certain relationship. After all, the Dongan three-cylinder engine is indeed more embarrassing, and now the ideal ONE is still in the growth period, if the amount of ownership in the market reaches a certain level, the product exposes more problems, then it is not excluded that there will be more conditions that affect the reputation of the ideal ONE. Therefore, precautions are the ideal priority, and as for the eye-catching dispute with the car network, it may look more like a hype.
The "death knell" of the ideal car is ringing, is there a future?
Some time ago, with the release of AITO Q&A M5, the industry has once again ushered in a spoiler. However, unlike in the past, there is Huawei behind the M5. Although Huawei has not personally made a car, in the eyes of many industry veterans, the release of the Q&A M5 almost belongs to Huawei's personal "operation", and may have hit the "death hole" of the ideal car.
Li Xiang mentioned in "The Importance of Rhythm Control for Entrepreneurship" that the specialty of the ideal car is "the product ability to face the family user group", but in fact, this specialty is not irreplaceable. In simple terms, why is the ideal ONE so popular? Because Chinese consumers like large spaces, the ideal ONE caters well to the needs of this part of the consumer. But now the problem, AITO is coming, the first product makes the ideal as if it has seen the "death knell is ringing".
In the body of the Q&A M5, we can see obvious advantages. Compared with the ideal, although it is also a range extender drive system, it is equipped with a four-cylinder engine, and Dongan's three-cylinder engine has been "notorious". Moreover, because of the empowerment of Huawei technology, it is much stronger than the ideal at the technical level, such as automatic driving and human-computer interaction. Although the M5 has no advantage in size, don't forget, if AITO launches a medium-sized hybrid SUV next, what will the situation of the ideal ONE be?
Without the workmanship, the technical level of leadership, coupled with the price is similar, just imagine who will buy the oil leakage of the three-cylinder ideal ONE? The product has no advantages, and in the channel, Huawei's channel capabilities cannot be ignored. In the long run, Huawei, which is famous in the industry with its research and development strength, naturally has a future than the ideal of paying more attention to marketing. Especially in terms of R & D investment, it is difficult for the ideal car to reach huawei's level, which is why we are more optimistic about AITO's next product, as long as it can be close to the ideal ONE in size, then the entire market pattern may undergo major changes.
The ideal car team's "firefighting" ability is really average
Looking back on last year, Ideal Car can be said to have experienced a rather bumpy year, especially in the Ideal ONE, many unpleasant things happened. For example, when the ideal ONE is updated and launched, the 2022 model is only 10,000 yuan more expensive than the old model, but there are more than 20 more functional configurations. In this way, the owners who buy the old model on the eve of the new model will naturally become a proper "leek army".
In addition to "cutting their own users' leeks", last year's "Ideal ONE Mercury Gate Incident" was also boiling over. However, what pushed the situation to a climax was Li Xiang's sentence "The people and media who spread rumors about us with mercury, I wish you mercury in your blood and mercury in your brains!" "I am afraid that this kind of language and writing has long been beyond the scope of interpretation, right? What is the difference between "Shrew Scolding Street"?
Of course, "scolding idle streets" may already be a common thing for Boss Li. For example, Li Xiang once angrily intimidated Borgward Lu Zhengyao as a "fraudster", and exploded a foul mouth against his peers on the Chengdu User Day, "TMD, a bunch of stinky technology, every day rushing us BB" and so on. In fact, in our view, relying on this kind of behavior to enhance the exposure of enterprises is actually not advisable, especially the ideal car itself positioning also belongs to the high-end user group, just imagine that several founders of high-end car companies will directly "open their mouths into dirty"?
But then again, Li wants to be a banner figure of a company, and every word and deed represents the positive image of the company. If there is any transgression, the impact on the company must be considerable. For example, the incident that Liu Qiangdong encountered in the United States once led to a sharp reduction in jd.com's market value. At that time, JD.com's public relations team operated like a typical negative case in the industry, trying to cover up the facts, but the result became the industry joke.
Back to the ideal car, the same problem exists. Li wants to express his opinion whenever he wants to express his opinion, and how to express it, which seems to be an expression of true temperament, but in fact, it also shows that the public relations team of Ideal Auto does not know how to operate and how to manage the company's super IP. Allowing the company's flag figures to "export dirty" at will, or even casually evaluate one thing, will only lead to an uncontrollable direction of the situation. In addition, "often walk by the river where there are not wet shoes", once Li wants to have a "capsizing", then the consequences are naturally immeasurable for the listed company Ideal Automobile.
Write at the end
In our opinion, the public relations team of Ideal Auto is actually the same, it can be said that there is no sense of existence. It is difficult to imagine that there may still be old people from the auto home in this team, I don't know if the identity change from self-media to manufacturers has not adapted or other reasons, anyway, the sense of existence is too weak.
Finally, we would like to persuade Li to think of a few more words, if you feel that the exposure of the ideal car is not high, then it is better to directly change the blood of your public relations team, the withdrawal, the replacement, maybe the effect will be much stronger than personally standing up and shaking the air. Of course, you can also continue to keep the current team, anyway, as long as the investors have no opinions, it doesn't matter, but relying on other people to win traffic is not a long-term solution after all. This is the same as the range increase is just a transitional plan, pure electric vehicles can represent the future is a truth, do you think?