Listing date: April 17
Brand: Zhiyi
Guidance price: 36.88-40.88 million yuan
Level of concern: ★★★★★ (Very important new energy vehicle series)
Keywords: only the light and wheel with Pro, the real opponent is ET5, and the brand is weak to achieve peer-to-peer competition through dimensionality reduction and attack, and to open up the market instead of competing for the cake
Zhiji L7 has just been listed, and now it is "again" listed, and this "rhythm" alone can be seen as "painstaking" at the marketing level. Uncle Ka also looked back and found that the original March 29 time was only "announced price", and only the Zhiji L7 Pro.
Did you just say it again? Well, because Uncle Ka felt that he had been more or less "fooled" by the price of the Pro version before - he thought that he would "squeeze" into the level of Weilai ET7 with super equipment. After all, they're close in size, similar in performance, and have overlapping prices.
However, after the listing of the entire Zhiji L7 series, Uncle Ka found that it was not like this.
The price difference between the Zhiji L7 and zhiji L7 Pro is a full 40,000 yuan. However, there are only two configuration differences between them: one is the pixel headlights (front and rear) and the other is the wheel hub (19 inches VS 20 inches).
Then you will find that these two things belong to the same class of cars "no", that is, pure "icing on the cake". Needless to say, pixel headlights are not available in et semantics. Wheels, ET7 is also 19 inches "only".
So it is clear that the real main promotion of Zhiji L7 and the competition with opponents is not zhiji L7 Pro, but the version of 368,800 yuan. This version of the Zhiji L7 still has four-wheel steering, adjustable suspension, 3.87 seconds acceleration and 12.3+12.8+26.3-inch high-resolution OLED touch screen...
According to this price positioning, what Zhiji L7 really wants to benchmark is not Weilai ET7, but Weilai ET5, and Weilai ET5 wants to benchmark - Tesla Model 3.
Then look at the core benchmarking object WEILAI ET5. Three-electric performance, Zhiji L7 is 3.87 seconds, WEILAI ET5 is 4.3 seconds. Battery, Zhiji L7 is 93 degrees, NIO ET5 high-end version is 100 degrees.
Intelligent, this is not comparable, anyway, the hardware is very strong. Zhiji L7 wins in the screen more, the screen is large (Weilai ET5 is 10.2 + 12.8 inches), but who is better in the system may have to use a period of time to see the feedback to know. From the perspective of ecology and experience, it is estimated that most people will feel that Weilai will be better.
The rest of the part, Zhiji L7 is a bit of a "dimensionality reduction strike" meaning. Size from needless to say, larger one level. In terms of configuration, in addition to not being able to optionally install leg rests, the otherSoil is also dominated by advantages. For example, the rear row is also heated, with steering wheel heating, and the rear privacy glass, the fragrance in the car and so on. Although these things are "not rare" for cars at this price point, they still feel different from whether they are there or not.
The point is that in this case, Zhiji L7 can also be cheaper than 20,000 yuan.
Assuming that Zhiji L7 can make people feel that its brand power is comparable to That of Weilai under its set of "marketing mix fists", then its competitive advantage is really not to be underestimated. However, this hypothesis does not hold, and no one dares to say it - even most people may think that it is "not true at all". Or in other words, Zhiji also needs to rely on products to earn word of mouth for themselves little by little, and it is still difficult to PK Weilai in this regard in the short term.
This is normal. Otherwise, why is the price cheaper under the "dimensionality reduction strike"?
Similar to the Comparison with the Model 3. The price is basically the same as the four-wheel drive version of the Model 3. Performance, it is true that the Model 3 is not as BT. The battery is 93 degrees VS 78.74 degrees, but it seems that Tesla will have an advantage in terms of power consumption (the latter has a higher mileage). Size, luxury, these do not need to be compared, it is definitely the wisdom of the L7 "dimensionality reduction blow". The configuration is also similar, or the difference in luxury comfort (compared to ET5) is greater. It's normal — Tesla has never played this.
The above comparison is more of a value measure than a choice – in fact, in the end market, there are not too many people who hesitate between Zhiji L7 and WEIO ET5, and even fewer people choose between Zhiji L7 and Model 3.
What Zhiji L7 has to do is to expand its own market through its differentiation, rather than competing with competitors to compete for the cake.
Looking at it this way, the market prospects of Zhiji L7 can be slightly more optimistic. But the premise is still - products, services, ecology these key items should be in place. This grade of products, if the final can not form a word of mouth, the price is low and useless.