The author | Zhenting| New Mang X
A few days ago, I saw such a piece of news, the impression is still relatively deep, let's feel it first:
"The kid next door can cry!" xx car baby carriage version delivered monthly from 2999 yuan"
In order to sell products, brand owners are bombastic, exaggerated propaganda that puts who and who cry, but there is not much wrong with it. But when I saw that it was the Nezha car baby carriage version, I naturally fell into thinking: a production and sales of new energy vehicles driven by adults, the main business is not enough, and it began to push the baby carriage, is this really good?
Nezha Automobile is an automobile brand under United New Energy Automobile Co., Ltd., and has 360 large investments, coupled with Zhou Hongyi's own halo rendering, becoming a new energy force that cannot be ignored. However, because the price of mass-produced models is generally not high, most of them are below 100,000, which are labeled as low-end cars, and even some people comment that "Wei Xiaoli" is playing smart electric vehicles, and there are only "electric vehicles" left here in Nezha.
In the main standard adult mass production model has not yet opened the situation, was posted "low-end" and other embarrassing situations, faced with complaints such as endurance false standards, can not mention the car, and competitiveness, sales are not enough to compete with the first-line new energy vehicles, but spent their fists and legs to launch a high-priced children's car in the stroller category, so that the outside world has doubts, more or less give people the impression that "success is not enough, but there are more than enough failures".
Is the 2999 children's car a real fragrance or a leek?
"Nezha car baby car version delivery monthly starting from 2999 yuan", this is the official pricing given by Nezha.
The first electric vehicle positioned for children aged 3-8 years old, the front of the car is equipped with split headlights, the car is equipped with leather seats and exclusive foot pads, the car is equipped with Bluetooth and music player, and the first "baby carriage car grade paint" spraying process...
If there is no reference, only according to these selling points and descriptions given by the official, the pricing is 2999, which can also be blindly accepted. However, there is no harm without contrast, and once there is a reference, it will be overshadowed.
The author searched for children's cars on Taobao and Jingdong, and many children's electric vehicles with mercedes-Benz big G, McLaren, Maserati, Land Rover Aurora and other brand names were arranged, and the low Mercedes-Benz big G started from 254 yuan to McLaren's 1338 yuan, and the others were also around 500, compared to Nezha's 2999, which was really much lower. Even in Jingdong, the lamborghini brand of children's cars is only 1899 yuan, and other models are slightly higher than Taobao, but they are all around 1000.
Most of these inexpensive children's electric vehicles with big brands are marked with words such as "Mercedes-Benz genuine authorization" and "Maserati genuine authorization", and the car logos are also placed in a conspicuous position, and children can drive out to meet the sense of family existence. In terms of function, four-wheel drive, oversized batteries, and adults can sit as selling points, in addition to swing function, early education music, remote control function, mobile phone Bluetooth, etc. have also become the standard of various brands of children's cars.
These more well-known super first-line authorized big-name children's cars, Mercedes-Benz, Maserati, etc., the popularity can be said to crush Nezha cars, and the quality and function of baby carriages, compared to Nezha, can basically be said to be more than enough.
Just such a brand that has been labeled "low-end" by the industry, first of all, aside from whether the "magic child" is really original or OEM, in the price of the children's car, it has soared to a high level of nearly 3,000, is it its own drift, or do you want to use the information gap to cut leeks? If it is really placed in the market to fully compete, its sales volume can be imagined. And this baby carriage product that consumes manpower and material resources lacks competitiveness and is likely to become a pity chicken rib product. Its maximum value is to add a lot of imagination-enhancing material when financing or publicity.
Also copy Tesla? Or not that life
When it comes to new energy car factories and child cars, everyone will still take the lead in thinking of Tesla, a existence that will be robbed wildly around even the whistle.
In 2019, Tesla released the Cyberruck adult pickup truck, along with this cool adult pickup, there is also a delicate children's pickup card Cyberquad. But it wasn't until two years later, in December 2021, that Tesla launched a new Cyberquad children's pickup truck on its U.S. official store and opened pre-sales. According to the official website, it is priced at $1,900 (about 12,000 yuan), only 5 days after its launch, and all of them are sold out.
Recently, some netizens uploaded an unboxing video, which has a cool feeling after assembly.
So is Nezha building a children's car also a model for learning Tesla? From the perspective of the release path, there is a high probability. For example, this Nezha children's car was also launched with its Nezha V special edition model.
But as for why the Nezha stroller was launched, we saw a report that read:
"In Nezha's online user community, some users proposed that Nezha build a children's toy car. In order to realize the idea of 'which iron', we carefully built a children's toy car," said Chang Bing, chief design officer of Nezha Automobile. It seems to be to emphasize the design of people for the sake of users, but this logic seems to not work, if users want to build airplanes, do they also have to catch ducks on the shelves to build airplanes?
Volkswagen's products for Tesla can be said to form a kind of worship trend, based on a strong product force, there is its value identity. But from the perspective of Nezha also making a baby carriage, it seems to have learned the appearance, but the user's value and brand recognition are not enough to produce trust, and the end may only be that the heart is higher than Tesla, and the life is thinner than paper.
Not enough? Lack of product strength and management
If the push of a child car starting from 2999 yuan is more than a failure, then in the more critical main business of adult cars, we understand it, in fact, it is not optimistic.
For example, on Sina's consumer service platform, we have noticed that complaints about Nezha Automobile also appear frequently, focusing on many typical situations such as long-endurance version of false labels, delayed delivery, and slow after-sales service.
For example, there are user feedback [Nezha v battery life is seriously false!] Require battery replacement or recall for rectification], "Nezha car does not deliver the car", "Slow to pick up the car!" slow! slow!!! ],【Nezha App to pay the intention to pay 2000.Apply for a refund! ] and so on.
Battery life and pick-up these problems are the core elements of the product, related to the user's core concerns and user experience, the problem continues to explode, reflecting its product quality and management of many problems. In particular, the endurance of new energy reflects the true ability and strength of automobile manufacturers, while the slow lifting of cars directly reflects the supply problem and the control of the car supply chain.
Compared with the problem of pushing strollers mentioned in the above section, these problems are more urgent and fatal if they are not effectively solved. It is also hoped that the relevant person in charge of Nezha will not turn a blind eye to this problem, but will urgently pay attention to it and give a solution.
Why "build a car for the people"
We may have heard that Nezha Automobile has such a slogan as "building cars for the people". Full of tone, combined with the Nezha nature of "my life is up to me", it will always give people imagination space.
However, combined with the current situation, whether it is real sales, or brand awareness and favorability, there is still a gap with several first-line brands, and they are trapped by the "low-end" label to get rid of it and test the wisdom of the leadership.
After completing the D round of 3 billion financing and also receiving strategic investment from the CATL era, there are currently rumors of financing of about US$500 million, and Nezha Automobile has spread rumors of going public in Hong Kong, although there are "no detailed information to disclose at present." But as a car-making company, taking money to make blood has become the consensus and the only way to go. We noticed that in early 2022, Nezha Automobile ushered in the roll-off of the 100,000th mass production car. With a fairly good accumulation of potential energy and a start.
In the official introduction of Nezha Automobile, there is such a sentence: let high-quality intelligent electric vehicles be within reach. At present, it seems that it is still in a relatively preliminary stage, only by abandoning the action of pushing up the price of strollers and other flowery fists and embroidery legs, and spending more thought and energy on product polishing innovation and supply chain optimization, can we release the same skills as Nezha and base ourselves on the fierce and cruel new energy competition.
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