"Today is the first user day of Nezha Automobile, we released the first three models defined by users, and also launched the first phase of a user fund worth 100 million yuan, which is a gift from Nezha Automobile to everyone." Nezha Automobile believes that enterprises need to truly respect users, guide users to participate, and believe in the power of the people to change everything. ”
On June 22 last year, Nezha Automobile held a media conference in Beijing, and the Daniel Zhang on the stage were overflowing with joy, because not only did he personally release two new cars at the event, oh yes, but also an electric toy car for children. Moreover, Daniel Zhang also announced that the number of Nezha APP fans has exceeded one million, so Nezha Automobile decided to set Up June 22 of each year as the user day of Nezha Automobile.
At first glance, Nezha's car seems to be a good prospect. According to the sales statistics of 2021, Nezha Automobile ranks after "Wei Xiaoli" with a cumulative delivery of nearly 70,000 vehicles. Although it has not yet sat in the top seat of the new domestic car-making forces, it seems that everything is actively developing, especially the corporate philosophy and car-making attitude of Nezha Automobile itself, which is quite a model of the car circle. However, is Nezha Car really as "kind" and "perfect" as everyone thinks?
Low price and low quality, product stability is a mystery
Although Nezha Automobile ranked at the top of the list of new car-making forces in 2021, if you carefully study the sales details of Nezha Automobile, you will find that the development of Nezha Automobile is not "balanced". Take its product sales, at present, Nezha's main sales models are mainly Nezha U series and Nezha V series, and what supports Nezha's car sales is the Nezha V series that is positioned to be low-end, and its entry price of 60,000-70,000 yuan is very good to enter the second- and third-tier cities.
But I don't know if it is due to the lower cost of the product itself? Or is Nezha Automobile only taking a big stride forward in recent years, and has no time to take care of product quality? This "pillar" model does not satisfy users, and Mr. Cao, the owner of the car from Hubei, is one of them. On December 31, 2021, Mr. Cao reported to the media that the Nezha V model he bought in Hubei Xiaogan Dezhong Nezha 4S store on November 24, the new car was only half a month after buying home, and it took only 1600 kilometers to drive, and there were more than one problem with the vehicle, which made him very distressed.
According to Mr. Cao's description, on December 29, he charged the Nezha V as usual, and just after charging it, he found that the car dashboard lit up with a charging fault light, and the vehicle could not start. So Mr. Cao had to turn off the power supply, after a toss to restart, Mr. Cao drove it out of the door, just 4 kilometers away, and then on the car after the power on the dashboard of the fault lights actually all lit up, the vehicle is completely paralyzed. In desperation, Mr. Cao can only contact the 4S shop, and the reply of the 4S shop is to let Mr. Cao cut off the positive and negative poles of the vehicle battery by himself, and then connect it after a minute. After operating according to the 4S shop, the vehicle not only still can't drive normally, the original display of 98% of the power, actually became 100%, looking at the strange power display and the still flashing fault light, Mr. Cao was angry and funny.
In the end, Mr. Cao had to wait for the arrival of the 4S shop trailer in the cold wind, and when preparing the trailer, the rear wheel of the car actually appeared to be hugged. After an inspection by the 4S shop, the staff said that there was a problem with an accessory on the rear wheel and needed to be replaced with a new one. During this period, it is possible to provide Mr. Cao with a scooter, but for Mr. Cao, it is unacceptable that the new car has traveled more than 1,000 kilometers to have such a problem.
However, the question about Nezha V is far more than this one. A Nezha V owner from Guangzhou said that the smartphone key, which is one of the highlights of the car's publicity, is not at all as easy to use as advertised by the manufacturer. "The situation that the mobile phone cannot be connected often occurs, especially the Android mobile phone is more obvious, and it is always impossible to change another mobile phone for this function." The owner said that in the case of multiple attempts and problems, the use of the feature has been basically completely abandoned.
Such problems will not be enumerated one by one. However, from the real feedback of the owner of Nezha V, the Daniel Zhang who claim to pay attention to "user experience" and "respect users" seem to be using their own products to verify the truth of "cheap and no good goods" many times.
Stench marketing, disregarding the brand image for the heat
"People's car", "People's Nezha", "Respect for users", if you have seen several Daniel Zhang speeches, you will find that these are a few keywords that Daniel Zhang often mention on the stage. Speaking of which, in fact, it is nothing more than to highlight the "attitude" of Nezha Automobile being superior to others.
But in fact, does Nezha Auto respect users and respect the people? The author believes that it is debatable. You know, last year, Nezha Automobile was notified because of the app's illegal collection of user data, which is the only car company among the 57 companies that were notified. Is it appropriate to claim "respect for users" and "people's cars" while secretly collecting user privacy?
On the other hand, it is necessary to specifically point out the marketing of Nezha Car. The product is the ship marketing is the sail, and marketing is an essential part of the car company, which is beyond reproach. However, repeatedly frantically tempting on the edge of touching the bottom line, this is not stupid, but bad. When it comes to the marketing of Nezha Automobile, I think friends who pay attention to the automotive industry should know a little bit, as early as 2019, Nezha Automobile was criticized by netizens for printing slogans on the five-star red flag, but after a few years, Nezha Automobile did not converge. Let's go along the timeline.
In August 2021, Nezha Automobile once again "became popular" in the automotive circle, the cause was an accidentally leaked screenshot of chat records, in this "Nezha Brand Center Management Group", a staff member named "Peng Gang" actually issued the idea of inviting the unscrupulous artist "Wu Moufan" to be the spokesperson of the Nezha Automobile brand, and also threw out a bunch of fallacies.
Subsequently, after the fermentation of the incident, Nezha Automobile quickly spoke through the official micro-voice, indicating that the personnel who made inappropriate remarks would be immediately dismissed, which was the same as the "plan" envisioned by "Peng Gang" in the work group. Due to the speed of the official response and some coincidences, the incident was speculated by many people as "carefully planned". There are even melon-eating masses who have chased after Daniel Zhang Weibo.
Even so, this is still not the end of Nezha Automobile's "playing with fire" in marketing. Not long ago, some netizens saw "high-energy content" in the official live broadcast room of Nezha Automobile. Through the video screenshot in fact, we can already make up the picture at that time, the female anchor in the picture has a good face, which is a plus, but it makes Nezha car move its crooked brain, and through the eyes, actions, and tone of voice, it shows what is called "the anchor takes you to the high speed". With this content, the traffic in the live broadcast room of Nezha Car is indeed a lot higher, and the various provocative bullet screens are overwhelmed, and some people commented: The live broadcast is a matter that makes you play clearly.
But there are still many netizens who say that they can't understand, although it is a new car-making force that has not been established for a long time, but it is a car company after all, directly take the official account to do so, and the brand image of Nezha Automobile is completely gone? Moreover, has Nezha Automobile ever thought that such a foul-smelling marketing will affect the image of the owner? In other words, if you have seen the above events, you can still insist on buying Nezha car, what kind of person must it be? Seeing this, you may understand why the same new car-making force, "Wei Xiaoli" is becoming more and more popular, while the high-end road of Nezha Automobile is difficult to go to the sky.
Conclusion: Product quality is a problem that Nezha Automobile needs to face up to at present. But the author believes that compared with "quality", Nezha car should adjust its "morality", otherwise, as now, it calls itself "the people's Nezha" in person, but behind the scenes, it uses these "three indiscriminate" means to win attention, I am afraid that such a "morally upright" Nezha car will not last long.
Transferred from Automotive Intelligence