Ideal car has recently attracted two things: one is the new car ideal L9 wave after wave of spoilers, the price range will be 450,000 to 500,000 yuan; the second is the old car ideal ONE, the bicycle price increase of 11,800 yuan.
A lot of questioning. For example, an extender of more than 300,000 yuan, sold for more than two years, do not reduce the price, even if it is, but also increase the price? The new car L9 in addition to the big one and the ideal ONE is not essentially different, now it has to sell 500,000, how many people can buy?
Similar voices are not unique today. To be precise, since Li wanted to build a car, this view has not been broken. Li wanted to personally go down to all kinds of kaisers, and once could not control his emotions and even exploded in public.
It is not intended here to argue right or wrong about the problems related to fuel trucks and trams. To put it bluntly, as an ordinary consumer, we should pay more attention to the moment when you pay for your own card, and the car you buy for hundreds of thousands of dollars is not suitable and worthless, rather than what industry trend technology trend.
△ Li wants to prepare the color for himself, and it is estimated that it will also become the main color of the ideal L9.
From the two different thinking logics of the automotive circle and the Internet, we try to interpret why the ideal ONE has sold 140,000 vehicles and why it is still so hot.
Let's start with the car circle. There are now many car critics in the automotive circle, pushing forward 10 years, the main people who appear in the video circle are Chen Zhen, YYP Yan Yupeng, 40,000 uncle Xu Qun, and fat brother Yang Li.
Because of their reputation, many people privately consult with them for car purchase advice. However, over time, they have more or less expressed a polite attitude towards such appeals.
Yes, you read that right, relying on the evaluation of the top car reviewers who are well-known out of the circle, privately they are not willing to give people car purchase advice.
In fact, it is not difficult to understand, because it is almost impossible to recommend the right model without understanding the other party's income level, family environment, travel needs, personality type, etc.
For example, toyota 86 civilian sports car, can you drive a family outing? Birds of prey are mighty and majestic, can you drive to and from work? Mercedes-Benz G stars are all exaggerated, can you afford it? Xiaopeng P7 rear-drive model, is it appropriate for you to live in Harbin?
As for driving habits, color preferences, whether they are exclusive, etc., it is even more impossible to judge.
Between you and a truly knowledgeable car reviewer, you will not instantly establish a temporary sexual relationship with your heart and lungs and nothing to say because you have a need to buy a car. He really can't answer you directly, whether a car is good or not.
If you ask such a question, you only carry tens of thousands of pieces in your pocket, but you still carry a series of requirements such as bright brand, face, high quality, fast acceleration, large space, and comfortable ride, then a car purchase consultation, not turning over the face and blacking out is already a deep friendship to give enough face.
Seriously and responsibly evaluating and recommending a car to people is almost as difficult as doing a life consultation. When you casually ask how a car is, you may not realize how open a question you are asking.
I say this so that you can realize:
Even if a car is already flawless in terms of industrial manufacturing, whether it is good or not, whether it is worth it or not depends largely on what kind of person the owner who buys and uses it is.
In the same way, when you evaluate the ideal ONE and the ideal L9, you may wish to ask yourself first: Am I a potential owner of it?
Most likely not. 99.9% of people in China may not be. When we give the ideal L9 "garbage truck" assessment, we should realize that when the car is still on scratch paper, it is not intended to sell to us at all.
Since 99.9% of the people will not have any intersection with the ideal L9, what reason does Li Xiang and his team have to work hard to satisfy a bunch of unrelated groups?
The 6-seater family SUV model, priced at 500,000 yuan, has very, very clear directivity. Such a model positioning and use scenario also directly determines that it cannot be a pure electricity.
Ideal Car has always emphasized its philosophy of building cars for home users, and so far he has done a good job. First- and second-tier city second-child families if they compare the Tuon, Highlander, GL8, Odyssey, Senna and other models, and then look at the ideal ONE acceptance will indeed be much higher.
Presumably you can already understand why Li is still very confident when he wants to scare people around, and why the ideal media draft dares to call it a "product tyrant" in a high profile.
The underlying logic is similar to Tesla, which has an excellent reputation. On April 22, 2014, the first eight car owners in China delivered the million-dollar Model S, namely: Wang Dongfeng, Chairman and CEO of Yunyou Holdings, Yu Yongfu, Chairman and CEO of UC Youshi, Pan Yanming, Executive Vice President of Times Group, Xu Liang, Chairman of Heyi Capital, Zhang Han, famous CCTV producer, Li Xiang, President of Autohome, Dong Xiaoli, General Manager of Sany Investment, and Yin Xidi, Chairman of Lifan Football Club.
With these people, and their intentions to buy the Model S, what will they say about Tesla and the Model S?
Technology, innovation, revolution... There would be no others. In the next few years, the people who buy Tesla are still mainly distributed in shanghai, Guangzhou, Beijing and other super-first-tier cities, and the industry is mostly finance and the Internet, which is also a reason.
Even from the perspective of manufactured products in the automobile industry, Tesla was indeed a failed "defective product" for a long time, but did the owner of the car at that time scold? Or rather, does anyone care?
Selling the right product to the right person may be called a good product. Don't look at the eyes of mass goods to evaluate a 6-seat family SUV for 338,000 yuan or 500,000 yuan.
△ The ideal L9 with HUD design of safe driving interactive screen, using Mini-LED and multi-touch technology, not only can clearly display the necessary driving information, but also allow the instrument screen to achieve touch interaction
If you feel that this statement is too subjective, we take the logic of the Internet circle and interpret it from another perspective.
Presumably, everyone has long been accustomed to the big data marketing and accurate push of the Internet. If you are interested in a product, even if you have not even done the active search behavior, but as long as it is inadvertently chatted and mentioned, you will meet the product in various apps, and there is a high probability that you will place an order to buy.
The "personalized push" that is shouted and killed by various shouts, from a commercial point of view, is actually the ultimate in precision, efficiency and closed loop. Any businessman loves it to death, even if it is heavily punished by various verbal criticisms, personalized push is still forbidden.
Most of the Internet products and services, they know who their users are and where they are. But if you are in the marketing department of the car company, if you want to achieve accurate push and online closed-loop transactions of potential users, you will find out how unattainable it is.
In fact, it is simply impossible. The vast majority of car companies, the vast majority of models, simply cannot predict in advance whether users will accept themselves. This is an overestimation, and the reality is that most models don't even know who their potential users are or where they are.
To explain this more succinctly, we can look at the connection between users and Internet products:
Hear/See/Think of Search/Click to Download (Complete) Operation (Value Mining)
Then look at the connection between users and automotive products:
Hear/See Search/Click Brand Recognition (Filtering)Spending Power (Filtering)Competitor Comparison (Filtering)Offline Experience (Filtering)Final Purchase (Completion)After-sales Service (Derived Profit)
In the layers of funnel screening, any link can break the final transaction. The vast majority of models from the beginning of the project, is a gamble, and is a life and death gamble. Unsuccessful and successful, a thousand dollars, and then the suspension of production and closure, in the automotive industry is not exaggerated at all.
Let's look back to the ideal car. 99.9% of people are not its target users? That's great, solving 99.9% of the marketing problems, directly solving the "precision push" from the product point of view.
Compared with other car companies, the advertising of Ideal Car is minimal, and 140,000 vehicles are sold with the Ideal ONE model. The emergence of the ideal L9 is to meet the needs that the current ideal ONE cannot meet, according to Li Xiang's own words: "To meet the potential needs that users themselves are unimaginable." ”
△ Ideal L9 innovative 5-screen interactive mode
It is also a new force in car-making, and this logic is completely inapplicable to the models of Xiaopeng Automobile and Xiaopeng Automobile. We often put the three new car-making forces together and jokingly call them "three fools", but in fact, the products and marketing logic of the three companies are not different.
In contrast, the success of the ideal ONE is largely due to the fact that it has taken an extreme path in the product, meeting the individual needs of a small group of people. But that's where the ideal car lives. Such an extreme product means that the market it faces is not long-term, broad and continuous.
Can Ideal Cars continue to grow at a high level in this segment? Can the ideal car also succeed in the field of civilian Volkswagen models? The ideal car still has to prove itself.