The new pattern of forces was changed from "Wei Xiaoli" to "XiaoLi". In January 2020, Xiaopeng Automobile sold 12,922 vehicles, Ideal Car 12,268, Nezha Automobile sold 11,009 vehicles, and Weilai Automobile ranked fourth with 9,652 vehicles.
In the fiercely competitive new energy market, Nezha, who was not put in the eyes of "Wei Xiaoli", achieved a year-on-year increase of 402% in January. 2022 Nezha Automobile is a crucial year, can Nezha stabilize its current position?
Not savage to grow
The development of Nezha Automobile is different from the barbaric growth of other new car-making forces.
Nezha, who started at the B-end, is not hot in the fiercely competitive new energy market, and Nezha Automobile obtained the production qualification of new pure electric vehicles as early as April 2017. Nezha, which is backed by three local government industrial funds in Tongxiang, Zhejiang, Yichun, Jiangxi, and Nanning, Guangxi, had many orders before mass production, and although this made Nezha controversial, this step laid a stable start for it.
First of all, with the support of the Tongxiang Municipal Government where the Nezha Automobile Factory is located, the first landing model N01 in 2018 was used as an official car of the Tongxiang Municipal Government. In 2020, Nezha Automobile cooperated with Xiaolinggou Travel to launch 1,000 new energy rental cars in Yichun, and reached cooperation with Chengdu Ge Chuxing and 365 Ride-hailing. At present, shanghai, Zhejiang, Guangxi, Jiangxi, Jiangsu and other more than ten provinces in the country and the national tax system and other 22 government agencies procurement list.
Nezha Automobile has a strong dependence on the B-end market, and in the face of the unsustainability of the B-end market for sales growth, Nezha Automobile began to think about how to turn from the B-end to the C-end market.
Nezha knows that turning around is not achieved overnight, and that change will occur in 2021. In May 2021, Zhou Hongyi announced that 360 Group strategically invested in Nezha Automobile, becoming the second largest shareholder of Nezha Automobile, and said that he would "build cars for the people" with Nezha.
In November, CATL officially signed a strategic agreement with Nezha Automobile, a new car-making force. CATL will participate in the D2 round of financing, strategically invest in Nezha Automobile, and fully open strategic cooperation in the fields of technology research and development and supply chain assurance. This is the first time that the leading power battery company Ningde Times has publicly participated in the financing of new car-making forces.
Since then, Nezha Automobile has opened the C-end sales valve, and the cumulative sales volume of Nezha Automobile in 2021 will reach 69,674 units, an increase of 362% year-on-year. From the perspective of sales, it has achieved a perfect turnaround, and this Nezha, who is not put in the eyes of "Wei Xiaoli", has indeed achieved a leap in sales.
Cost-effective stickiness
Will Nezha be a flash in the pan? Sales are at their peak, and there is an undercurrent behind the darlings of capital. With the changes in the new energy market, the shortcomings of product technology and the conflict between new products and the current brand positioning are the two most difficult problems in Nezha.
Nezha quadruple speed sales can not be separated from the ultimate cost-effective bundle, from the product side since 2018, Nezha has launched Nezha N01, Nezha V (including Pro) and Nezha U (including Pro) a total of five cars. At present, the main sales models of Nezha are mainly Nezha U and Nezha V, Nezha V as a pure electric vehicle that can be started for 60,000 yuan to become the main sales force of Nezha automobile, and at the same time fill the gap in the pure electric field of 100,000 yuan in the domestic new energy market.
In this field, Nezha Automobile is completely different from Chery QQ Ice Cream Wuling Macro MINI, while the new car-making force "Wei Xiaoli" is mainly positioned in the 300,000 order of 300,000 high-end new energy, electrified shape, space and other advantages to win the favor of consumers. As the market continues to open, C-end users feedback that the brakes are abnormal, climbing is difficult and other problems frequent product technical problems are highlighted.
From the perspective of intelligence, Nezha U Pro supports L2+ level auxiliary driving function, and Nezha V mainly promotes full-touch 14.6-inch large screen and AI intelligent voice interaction, as a member of the new car-making force, such a configuration is unremarkable, and intelligence has always been the weak point of Nezha car. Baidu, Ali, Huawei layout to join the car-making track, and 360 to Nezha to bring intelligent technology advantages is not obvious, gimmick traffic is higher than the technical core, accelerate intelligence for Nezha is also urgent.
Zhou Hongyi said, "The main reason for choosing Nezha is that its positioning is more close to the people, in line with the market estimate of 360." "Is the price-performance label torn or not?" How to tear? Judging from the release of Nezha S, Nezha deliberately tore off the label of cost performance.
A few days ago, Nezha also took an important step in the product layout, Nezha high-profile publicity Nezha S winter calibration test is about to end will be listed in the fourth quarter, never mention the cost performance, began to give "high-end" and "intelligent" to Nezha S.
From this, we can glimpse Nezha's next strategy, after opening up the 100,000-magnitude extreme cost-effective low-end market, it began to expand from the bottom up, and Nezha S is used as a touchstone, whether consumers are willing to pay is a mystery.
Nezha seems to underestimate the stickiness of the cost-effective label, and the brand attracts a large number of users because of the cost-effective price, and it is dead limited by the price. From the perspective of millet, lei jun's biggest headache so far is the cost-effective label, for the millet product positioning Lei Jun once joked, "after 10 years of work, everyone still thinks that millet is low-end, which I am quite depressed." "Xiaomi's technology research and development has not yet been able to form a distinct "technology" cognition in the minds of users, and the brand as a whole does not have premium space. As far as Nezha Automobile's current technical reserves and brand accumulation are concerned, Nezha S is unlikely to be able to break out of the heavy siege and stunning four seats, and from the perspective of the development path of the Xiaomi brand, Nezha Automobile has a long way to go.