The acceleration of the electrification process has brought violent shocks to the entire Chinese auto market. The increasingly stringent demands of consumers have directly shattered the pattern that has been solidified for nearly 20 years.
Entering 2022, China's new energy market has entered a new stage of "ranking war".
In this year, how to gradually establish the reputation of their own products, while accelerating the promotion of channel laying out and marketing models, has become a key problem that major car companies need to face. After all, head to tail, fish and bear paws have always been just a beautiful vision.
However, after the establishment of the Extreme Kr brand, car companies found that relying on a strong system, as long as "dare to think and dare to do", then the "best of both worlds" thing does not seem to be so difficult to complete.
Since the Lunar New Year, the extreme krypton movement has been continuous. First, on the first day of the first lunar month, it announced a cumulative delivery of 9,537 vehicles in 100 days (the delivery volume had exceeded 10,000 as of February 9), and then on February 18, the global flagship store of Extreme Kr Center was officially opened in the Shanghai Tower.
As the largest urban store currently completed by Krypton, it not only carries the brand image and product display showroom, but also the dating gathering place that integrates many functions such as collection, community activities, user experience, user co-creation, etc., and is also a bridge for communication between car companies and car owners.
On the same day, Extreme Kr also announced the latest news of the OTA upgrade of the Extreme Kr 001 vehicle, as well as favorable information such as a new round of locking policy and delivery speed.
Full of calculations, The brand of Extreme Kr, which was born less than a year ago, has gained a firm foothold in the market segment with both strength and word-of-mouth answers, which can be described as "fast and stable".
In the view of Kung Fu Automobile, this time from the landing of the global flagship store of the Extreme Kr Center to the OTA upgrade and other combination punches, the "soft and hard" not only improves the "extreme krypton system", but also lays the foundation for the further acceleration of the extreme krypton this year.
(1) A new model of automotive social networking
Judging from the market performance of Extreme Kr 001, it can be called a phenomenon-level model in the current new energy market. From the launch of the brand on April 15 and the pre-sale of the first car, to today, the cumulative delivery of Extreme Kr has exceeded 10,000. A model with an average price of more than 335,000 yuan can have such a sales momentum, which is unexpected by many people.
The reason is that Extreme Krypton has always adhered to the user's thinking, insisted on co-creation with users, and constantly polished product quality, so that users can feel the importance of the brand to users, and constantly show the user's "temperature". With the opening of the global flagship store of The Krypton Center, Krypton has also broadened its dimensions.
The global flagship store of Extreme Krypton Center is located in the well-known landmark Shanghai Tower, surrounded by Lujiazui Street, with an excellent location. The location also highlights the new expansion of the extreme krypton channel system and the continuous innovation of the user service system.
In terms of style, the global flagship store of Extreme Kr Center continues the tonality of the Extreme Kr trend technology brand, creating a trend space that integrates elegance and luxury, bringing users a new look and feel journey. The global flagship store of Extreme Kr Center is mainly divided into two floors, the first floor is the ZEEKR Hall product display area, mainly for the products and brand peripheral boutique display, and the second floor is mainly the ZEEKR Pub user experience area, with an open area and a closed area with stronger privacy, which integrates multi-functional spaces such as bars, cafes and event venues.
From the perspective of the functionality of the layout, this is a new model of automobile social networking that integrates multiple industrial forms and integrates industry, marketing and life, which can bring high-value social fission to Z customers, city partners and free travel consultants at the same time.
It is worth mentioning that the offline contact layout of Extreme Kr does not stop here, by the end of this year, the scale of the national Extreme Krypton store will exceed 300, reaching more users and providing a full range of services for users' car life.
As a result, from brand release to product delivery, from channel construction to service network expansion, from ecological layout to user operation, Extreme Krypton has broadened the boundaries of user co-creation, extended the dimensions it has reached, and demonstrated its strong systematic strength.
(2) Continuously respond to the user's voice
If the arrival of the global flagship store of The Krypton Center is to expand the service dimension of Kr, then users can better touch the "temperature" of the brand, then the continuous OTA upgrade is a response to user needs.
Since February 12, Extreme Kr has successively pushed ZEEKR OS 1.1.1 to all users. On February 15, zeeKR OS 2.0 Beta, including the first batch of functions of ZAD Extreme Kr Intelligent Driver Assistance System, was gradually introduced to the "OTA Pioneer Experience Officer".
Kung Fu Auto understands that this update involves a total of 34 ECUs, a total of 25 new features have been added, and 220 user experiences have been optimized.
Many of these optimizations and improvements come from the use of previous user feedback, such as: adding automatic door manual control switching function; optimizing seat memory active interaction; increasing steering assist display function; adding 3D transparent chassis and so on.
In the 2.0 Beta release, Krypton released the ACCQA adaptive cruise with queuing function, AEB forward collision mitigation, LDW lane departure warning, FCTA front intersection warning and other functions at one time.
As Krypton and the OTA Vanguard Experience Officer complete their beta testing of 2.0 and are optimized, the 2.0 release will be officially pushed to all users.
As we all know, the OTA of the whole life cycle of the whole vehicle is a test of the technical strength of the car company and the overall systematic strength, and the importance can be imagined. Based on this upgrade, this is a "comprehensive evolution" since the delivery of Extreme Kr 001, allowing users to see the possibility of unlimited progress of ZEEKR 001, and also confirming the response attitude and ability of Extreme Kr to user needs.
In addition, in response to the delivery issues that users are most concerned about, Extreme Kr also gave the latest round of lock order policy -
Users who have been scheduled from January 1, 2022 to January 31, 2022 can complete the lock order from February 19 to February 21. Delivery is expected to be completed by July 30, 2022 upon completion of the lock order.
As for the supply of key parts, Extreme Kr also announced that the supply of vacant parts for the next three months has been locked to meet the order schedule before mid-September 2021. It can be said that this has made many anxiously waiting prospective car owners eat a reassuring pill.
(3) Kung Fu shooting
"We don't want to be subverted by the world, we have to be ahead of the curve. It is necessary to plan for the long term and to work in the present; we must have the courage to self-deny and the courage to transcend ourselves. ”
In this New Year's speech by Li Shufu, chairman of Geely Holding Group, it is most appropriate to describe the current extreme krypton.
In the view of Kung Fu Automobile, backed by the continuous empowerment of Geely's "giant power", with the continuous improvement of the entire "extreme krypton system", the investment in technology research and development is more in-depth, and the "extreme krypton speed" that is further accelerated will enable extreme krypton to occupy a favorable position in the new stage of the "ranking war" of the new energy market.
At the same time, as a brand that fully integrates the advantages of the traditional automobile manufacturing industry, Extreme Kr has also opened up a new path of "lane change and overtaking" for the transformation of the industry, and continues to bring useful explorations for the development of China's intelligent pure electric vehicles.