Lead
Introduction
The brand image will not be firmly labeled "intelligent" by the outside world, and in 2021, it will not be able to win the crown of the new forces in one fell swoop, and it will not even form a "three-legged standing" situation with Weilai and the ideal.
Author 丨 Cui Liwen
Responsible editor 丨 Cui Liwen
Editor 丨Zhu Jinbin
In recent times, it has always been a pleasure to put forward hypotheses about many problems in the car circle.
If Tesla hadn't built a factory in Shanghai, would it have reached the height it has now? If WEILAI had not received the charcoal from the Hefei Municipal Government, would it have been possible to follow up against the trend? If there is no epidemic, lack of cores, and soaring prices of raw materials for power batteries, what height will China's new energy market reach?
At this moment, I want to talk more about: if there is no arrival of P7, what will be the state of Xiaopeng?
In my opinion, the answer is concentrated: the brand image will not be firmly labeled "intelligent" by the outside world, and in 2021, it will not be able to win the crown of the new forces in one fell swoop, and it will not even form a situation of "three-legged standing" with Weilai and the ideal.
In other words, without P7, there would be no Xiaopeng today.
A "big gamble"
At the beginning of this paragraph, I want to share that on March 22, Beijing time, the 100,000th Xiaopeng P7 officially rolled off the production line, becoming the first pure electric model among all new forces to break through this milestone. To this end, its official black special edition model, the Xiaopeng P7 562E Black Label Edition, will be unveiled on April 10, 2022.
Attentive readers may have noticed that the word "pure electricity" is clearly marked in the final words of the above honors.
Because long before the Xiaopeng P7, the ideal ONE using range extender drive has taken the lead in touching the 100,000 mark of a single model of the new force. But compared to the blue ocean of the latter's entry into the terminal market, the former undoubtedly takes a more difficult road.
Especially when Xiaopeng's first compact SUV, the G3, tested the waters and finally performed poorly. Abandon the route of seeking stability, come up with such a relatively niche, B-class pure electric coupe, and try to gain the favor of more young consumers, like a "big gamble".
If you don't succeed, you become a benevolent person.
Pulling the memory back to April 2020, the Xiaopeng P7 has just been released on the market, and doubts have come to the fore. Looking back on the past, there are almost no or even no independent brands, which can sell more than 200,000 yuan of cars, not to mention such a new car with obvious long and short boards.
But as it turned out, some of the concerns might be superfluous. In the past year, Xiaopeng delivered a total of 98,155 new vehicles. Among them, the Xiaopeng P7 has delivered a total of 60,569 vehicles, accounting for 62% of the total delivery.
Obviously, sales don't lie. As for the key to its ability to break the doubt, standing at the moment, the long-lasting, intelligent label to the extreme, and match a set of enough "eye-catching" appearance shapes, undoubtedly occupy a large proportion.
In addition, it is easy to be ignored that in the current new energy market, the standard for judging the quality of a product has long been a huge difference from the era of traditional fuel vehicles.
The comprehensive performance of the intelligent cockpit and assisted driving has gradually become the key to the decision of consumers, coupled with whether the brand itself has a sufficiently mature energy system.
Therefore, the Xiaopeng P7 can sacrifice such a performance, can win the "big bet", and become the first to break through the 100,000 mark in the pure electric models of the new force, which is not a mistake, but more like the result of careful thinking.
Moreover, after the Tesla Model 3 was domestically produced, it was under the pressure of the violent harvest of the terminal.
The new "gamble"
"On the table, death counts for something."
The above sentence first appeared in last year's article on the mid-year inventory of the new forces. At this moment, it is still inexplicably appropriate to describe Xiao Peng's state of mind. Even with a product as successful as the P7, the challenges in front of it have not diminished in the slightest.
I believe that in recent times, everyone has heard a little about the second new car "L9" that ideal is about to launch. Located on the official Weibo, the marketing means of gradually releasing relevant information every Wednesday have really achieved good communication results.
Looking deeper, as a full-size 6-seat range extender SUV estimated to cost 450,000-500,000 yuan, the ideal L9 can already be described as stacked to the extreme. After asking several electric vehicle users who have seen its information, they have expressed their optimism about its performance after listing.
Based on this background, although we know that there are huge differences between the product itself and the group it is aimed at, we still can't help but compare it with the Xiaopeng G9, a medium-sized pure electric SUV that was unveiled at last year's Guangzhou Auto Show and will also be delivered this year.
Slightly regrettable, due to the epidemic, the Beijing Auto Show will be postponed, coupled with the upcoming new SUV ES7 launched by Weilai, the three products may miss the opportunity to compete in the same field for the first time offline. However, between "Wei Xiaoli", a hard-hitting contest is already unavoidable.
The advantages of Xiaopeng G9 will be more focused on the maturity of intelligence and the lower price threshold of the final series. On the contrary, as a product that shoulders the heavy responsibility of "rushing high", it seems that it will become its biggest disadvantage in shaping the sense of luxury.
This also led to the "pain point" that Xiaopeng had to face at the moment - how to continue to rise.
Whether it is admitted or not, in the past few years, the inherent image of the brand itself or to consumers is slightly lower than that of Weilai and ideal, which is the truth. The reasons for this result are multi-dimensional and long-term.
The chain reaction is that without the brand as a support, even if the product itself is excellent, it is difficult to obtain a higher premium. Therefore, it can be seen that throughout 2021, Xiaopeng has made some targeted renewal and efforts. It knows that this is the biggest obstacle to development at this stage.
But the strength is still far from enough. This year, how to exhaust the means to sell the Xiaopeng G9, including the Xiaopeng P7, which is about to usher in a mid-term redesign, has become a mandatory question. The two new cars will also directly determine the new force to build the car, located in the industry's latest ranking seat.
At the same time, in addition to the product itself, in the new "gambling game", there is still a lot to be done. Of course, as a bystander, I still hope that Xiaopeng can win.
| Cui Liwen |
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