Text\Blue Cham
Although the main attack on the low-end market, Nezha Automobile still has a certain degree of popularity, especially its product prices are relatively low, so the sales volume is not bad. According to data from the Association of Automobiles, the cumulative sales of Nezha Automobile reached more than 12,000 vehicles in March this year, an increase of 270% year-on-year, and its sales volume was second only to GAC Ean and Xiaopeng Automobile, and it suppressed the new car-making forces such as Ideal, Zero Run, and Weilai.
However, although the sales growth rate is more optimistic, it should also be seen that with the growth of sales, some negative factors of Nezha Automobile are also accumulating, whether in marketing or products, Nezha Automobile has some hidden worries.
【01】The product has been repeatedly caught in the storm
Although Nezha Automobile has a good sales volume at present, from the perspective of product quality performance, Nezha is also facing some difficulties at present. The first is the fire incident, which casts a shadow over its safety performance.
A few days ago, some media broke the news that a residential garage in Guangdong Province, a Nezha U caught fire, and thick smoke once filled the entire underground garage. In March, two similarly parked Nezha cars and Chery ants caught fire, and Chery New Energy responded that the two cars were doing technical identification, and it was not certain which car caught fire first. Two consecutive fire incidents related to Nezha have pushed it to the cusp of the storm, especially in today's new energy vehicle product safety has attracted much attention.
In addition, in addition to the fire incident, there are also some complaints about Nezha U and Nezha V on the car quality network, including audio-visual system failure, suspected reduction, body rust, power battery failure and mileage false standards, etc. Considering that the current market ownership of several products in Nezha is not very high, manufacturers should pay attention to it in time to enhance product reputation.
[02] Marketing has caused controversy
Nezha Automobile has been accompanied by controversy from scratch, from the earliest famous for the "Nezha" cartoon, to the desire to invite tainted artist "Wu Yifan" as a brand spokesperson, and then to the later live broadcast of the controversy, the image of Nezha Automobile among netizens can be described as ups and downs, ups and downs.
In August last year, several employees in the Nezha Automobile work group discussed Nezha's marketing, and a staff member named "Peng Gang" even proposed to invite Wu Yifan to be a spokesperson through the "Nezha spirit of giving everyone the opportunity to be a new person" through the Nezha spirit.
After the incident was exposed, Nezha Automobile did achieve "five minutes out of the circle", and also published an "apology statement" later, but its brand image was greatly damaged. Whether it is deliberate or unintentional, in short, although this kind of marketing has increased the exposure of Nezha Automobile, it has also had a negative impact on its brand image.
In addition to this incident, Nezha Automobile has also been complained by netizens for the live broadcast of wiping the edge ball in the live broadcast room, although it has brought fire to popularity, but it has once again pushed its brand image to the opposite of a good social atmosphere, further corrupting its brand image, and has also been criticized by consumers.
Several marketing events have come down, which not only disappoints people's marketing standards for Nezha, but also makes its brand image decline a lot. In the author's opinion, although it is known as a new force for car-making, such a water standard somewhat stays at the level of "killing Matt", which makes people sigh.
【03】Is the future bright?
The product is the boat, the marketing is the sail. For Nezha Automobile, its products win with cost performance, but in the face of fierce competition, it is more necessary to clarify its own positioning, as a new force in car manufacturing, it is also facing the competition of many brands and products such as Ideal, Xiaopeng, Weilai, BYD, Geometry, Eian, Euler, and even Reading. Especially now that Xiaomi and Huawei have been involved in the new energy vehicle circle, the competition for new energy vehicles will be more intense.
Compared with the "big guys" of each car, Nezha Automobile does not have a first-mover advantage, nor does it have too much capital and technical accumulation. If it cannot seize the limited window dividend period, then it is likely to face a short-lived fate. Therefore, how to find out new growth points while getting rid of the low-end cheap image has become the top priority of Nezha Automobile.
Write at the end:
Although Nezha Automobile is facing many difficulties at present, but the new energy vehicle market is ushering in an explosive period, relative to the "Millet Automobile" and other latecomers Nezha Automobile still has a certain first-mover advantage, in the face of market competition, Nezha Automobile should also find its own positioning and tone, while deeply cultivating products, in the publicity should also seize more consumer mental share, and can not rely solely on the edge of the ball to "out of the circle", otherwise it is likely to be the end of the upside down, can not last.
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Lan Zhan, and the source should be indicated when reprinting)