Hello everyone, I am the president of the Electric Vehicle Commune.
Two days ago, the WEY Mocha DHT-PHEV, known as "0 Anxiety", was officially launched, and two new cars were launched, the Smart Edition and the Performance Edition.
On the basis of the fuel version of the mocha, the new car adopts a set of DHT-PHEV plug-in hybrid powertrain newly developed by great wall:
The 1.5T engine provides the power source, supplemented by the front and rear motors of 130/135kW power, and the 39.67kWh battery provides pure electric endurance, with a comprehensive cruising range of more than 1000 km.
Simply looking at the parameters, it is still quite eye-catching.
But interestingly, WEY put out a slogan on the scene:
By the way, a wave of new forces was also ridiculed, saying that "they not only did not solve user anxieties, but even created new anxieties", because the new forces lacked technical reserves such as engines, gearboxes, motors, etc., so they could only play pure electricity and extended range.
The implication is that others are 3 points to build a car and 7 points, and WEY itself is 7 points to build a car and 3 points.
Good guys, this is equivalent to putting yourself on the opposite side of the whole industry.
However, let's not say that Wei Xiaoli, BYD DM-i, and Toyota's THS next door have no opinion on this, WEY's conference seems to be ignoring the "Advertising Law" in a fruity way!
Remember that in 2014, hammer was punished by the Haidian Branch of the Beijing Municipal Administration for Industry and Commerce for using "top-level" and "the second best in the world" at the press conference, requiring it to stop publishing illegal advertisements and publicly correct them.
I don't know if WEY's description of "the best in the world" will be calculated by the Industrial and Commercial Bureau.
But if you replace "good" with "expensive", this sentence has no sense of violation. Because the starting price of mocha DHT-PHEV of 295,000 yuan is really soaring into the sky:
The same is the plug-and-mix medium-sized SUV, the BYD Tang DM-i next door, starting at 192,800 yuan; the "more advanced" Volkswagen Tiguan L, the starting price is only 257,800 yuan.
Even compared with the fuel version of the mocha with its own configuration, the difference reached an exaggerated 91,200 yuan!
Therefore, when the online conference was released to sell the price, the bullet screen immediately soared out of the words "persuasion" and "resignation". Even the certified car owners under the official WEY APP believe that the pricing this time is indeed too high.
So, did WEY really fail in this wave of operations and pricing?
What secrets are hidden behind such diss peers?
01. Is pricing expensive?
Since the MOCHA DHT-PHEV is more than 90,000 more expensive than the fuel version of the mocha, where does the 90,000 or so go?
We know that any commodity has a cost, a profit, and the sum of the two is the selling price. The cost has risen, and the price will of course rise.
The president came to give everyone an account (the BOM cost of the car company is a trade secret and can only be estimated):
The extra 39.67kWh ternary lithium battery, temporarily calculated according to 1000 yuan / kWh, costs 40,000 yuan;
130kW permanent magnet synchronous motor, motor controller, high voltage wiring harness and other accessories, single set of cost of 10,000-20,000 yuan;
From 2.0T+9 DCT to 1.5T+2DC, it is really difficult to say whether the cost has increased or decreased.
After all, in the field of fuel vehicles, the most expensive is not necessarily the engine, but the gearbox that costs about ten thousand yuan. And the reduction of displacement can also save 2% of the consumption tax, which is almost 4,000 yuan.
So calculated, the Great Wall is hard to raise the price up by 20%!
Even if the development cost of the DHT hybrid system is evenly distributed to each car, such a high price is difficult to justify itself.
WEY's own Macchiato DHT-PHEV, its top model is only 177,800 yuan, which is 2,000 yuan cheaper than the same size and similar configuration of Lynk & Co 01.
The mocha is only more than the Macchido body size, more comfortable configuration, more battery packs 20 degrees more, it will cost 120,000 more...
I'm afraid that those who are willing to buy this car must be Boss Wei's true love fans.
02. Master of Economics + Master of Marketing
You may be very surprised by the president's next sentence, but this is the truth:
WEY, didn't want to sell this car at all!
In economics, there is a pricing strategy called price discrimination.
As ordinary consumers, it is impossible for us to know 100% how much a product is worth when we buy things. The most information we come into contact with is the price of a product.
At this time, the merchant can manipulate people to buy the product that the merchant wants to sell through the guidance of the price.
This is not the president's alarmism. If you don't believe it, "three dollars a key, three ten dollars", if you do, how will you choose?
This also needs to be asked, surely a handful of ah!
You see, the merchant guides you to achieve your purpose.
Therefore, WEY set a high price for this time, which is similar to the key:
Their real purpose is not to sell mocha, but to use the high price of 300,000 to highlight the "cheap bowl" of the fuel version of mocha and macchiato DHT-PHEV, so as to sell entry-level models!
This wave of operations, the president would like to honor WEY a master of economics.
In addition, there is a concept in consumer psychology called the anchoring effect.
Presumably, when people make judgments, their minds are imprisoned by first impressions like anchors sinking to the bottom of the sea.
It sounds a bit obscure, but as soon as you listen to the president's explanation, you will understand.
We know that Starbucks drinks are divided into medium cup, large cup, super large cup, the price difference between the two is 3 yuan, but the capacity of the super cup of 20 ounces can be more than half of the 12 ounces of the medium cup, which is worth more.
Therefore, in Starbucks stores, there are often not many people who order the cup. The same is true for McDonald's KFC's little fries and little coke. (Big Fries at the Airport, YYDS!) ）
It seems that the person who bought the oversized cup has made a lot of money, but in fact, the extra coffee is not worth the difference of 6 yuan. For Starbucks, selling a middle cup only earns you 10 yuan, and it is definitely cooler to sell a super cup to earn you 14 yuan.
Smart friends will find that this is not the price discrimination just mentioned! I know!
But have you ever wondered why Starbucks' oversized cup can sell you 41 pieces?
It's not because the middle cup is going to sell for 35.
Although starbucks mid-cup almost no one will buy because it does not look worth it. But it does a good job of acting as a reference, telling people who walk into Starbucks that this cup of coffee is worth the price.
So WEY has the same purpose this time.
With a very high price, it raises everyone's expectations for DHT hybrid technology, tells everyone that this technology is really worth 100,000 yuan of difference, and proves that it is "the world's best new energy technology".
Taking this opportunity, we can also raise the WEY brand to the level of 300,000 yuan.
And doing so actually has no impact on WEY.
Imagine in the Starbucks menu above, do you pay attention to the three drinks of "Matcha Cocoa Fragment Star Ice", "Hazelnut Flavored Mocha Star Ice", and "Strong Coffee Mocha"?
Even if you pay attention, is it because they have the highest price and want to hunt for curiosity?
Then raising the price of 41 yuan to 45 yuan will have a miraculous effect:
A lot of media will rush to report "Starbucks price increases", and people who go to the store will also go to see what Starbucks's most expensive drink looks like out of curiosity.
This is not two birds with one stone, but three birds with one stone!
It seems that there are really high people within WEY - not only economics, but even consumer psychology.
Master of marketing, real hammer.
03. Terminally ill, need to take strong medicine?
Although WEY's operation method this time is very clever, behind it, there are also huge hidden worries.
Let's first look at a wave of sales statistics:
After the independence of the tank, wey brand sales of only 58363 units. Compared with the peak of sales in 2018, it can no longer be described only by waist chop.
There is a saying that goes, "Serious diseases must be taken by strong medicine.". When the performance could not be supported, WEY had to make this decision. This kind of technique of being scolded if you get rid of it is absolutely unusable until the last time.
Imagine if Han yi came up with a direct price of 400,000, maybe BYD would really be cool in 2020.
So wey this time, we will not hesitate to pull out Weilai Li Bin as a living target:
"I like the founder's superb marketing techniques, they have successfully covered up the innate inadequacy of trams with the construction of social psychology and superiority; with the mass sociology, the construction of Internet user designs has covered up the lack of technology, and to play for your life to be good, to cover up my embarrassment."
Defeat magic with magic, marketing against marketing, and the "best in the world" statement is also shouted out in this context.
Anyway, the hammer was not fined that year, and Lao Luo also claimed to have paid off the debt, and what happened to the bragging at the press conference.
And in case domestic sales cannot be opened, WEY also has to make second-hand preparations: going to the European market.
Therefore, Mocha must meet the Euro 6d emission standards within the year, under the name of coffee 01. The destination is the two major birthplaces of the automobile, Germany and France.
The price of 50,000-60,000 euros (equivalent to 400,000 yuan) is also set according to the starting price of the Mercedes-Benz GRC and BMW X3.
Therefore, ITY does the opposite when everyone advertises the CLTC mileage of "longer book life", and it is not difficult to understand that it promotes the globalized WLTC standard.
After all, there is no way out in the domestic inner volume, and Europe, which has a poor level of intelligentization, is the future.
04. Write at the end
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Time flies so fast that it's hard to imagine — our domestic car just took off its "copycat" hat just a few years ago.
In 2017/2018, the success of WEY and Lynk & Co, our own brands did not have much fresh technology, nor excellent original design, nor did they have a high-grade interior texture.
At that time, the market needed high-end independent brands, and it also needed excellent domestic new cars.
IT IS PRECISELY RIDING ON THIS WAVE OF EAST WIND THAT WEY HAS FOUND THAT MANY NEW THINGS CAN DO WITH ITS EYE-CATCHING SHAPE AND HIGH-GRADE INTERIOR TEXTURE.
But in recent years, in addition to the years of new energy blowouts, it is also a few years of the rise of independent brands.
Whether it is WEILAI's luxury, Xiaopeng's intelligence, ideal design, or BYD's cost performance, it is enough to make people shine.
In contrast, the positioning of WEY's high-end independent brands is extremely embarrassing: high is not achieved, low is not enough.
At this time, the users who have been "raised" by their own brands will no longer buy the so-called "high-end independent brands" account.
Behind the mileage 0 anxiety, perhaps the anxiety of WEY sales is endless; anxiety alone cannot be alleviated by marketing and publicity.
WEY, named after the founder's last name, is standing at a fork in the road, facing the most difficult choice of his life.