In our view of "Car 314", I don't know when to start, and the threshold for benchmarking BBA seems to be getting lower and lower. Recently, we noticed a topic on the Internet # What is the BBA? #, throughout the story, we are bragging about how great and powerful the technology of the wise man is.
But in fact, at the end of March, Zhiji Automobile just announced the price of the first mass production model, the L7. Not to mention how this car is, but from the guidance price of 408,800 yuan, the price can indeed compete with the BBA. But you must know that the last car company that was forcibly tied to the BBA was still Borgward, which claimed to have a pure moral taste, and the result was...
Speaking of Borgward's new Ashkenazi "four untouchables", it is also interesting, obviously it is a car brand established after Foton Motor acquired the German Borgward trademark, Borgward had to flaunt that it was a camp with the BBA and engaged in a BBBA, but the ending was laughable and generous. After dealers have withdrawn from the network, Borgward chose to sell itself in Shenzhou, but the car rental business did not save the former "German luxury brand". Nowadays, the most heard news about Borgward is either arrears of employee wages or bankruptcy liquidation...
Back to zhiji's side, how did people not expect that there was no good learning, not learning Borgward? This wave of operations is really puzzling. But as far as the facts are concerned, the once wise self does have proud capital.
SAIC + Ali has a good foundation, but the management is too conservative
To say the background of Zhiji, that is, "SAIC + Ali", backed by the largest domestic car-making group, as well as Ali's strong ecological empowerment, it seems that hardware and software foundations are available. This wave of cooperation also caused a sensation inside and outside the industry at that time. Moreover, let's not care whether it is true or not, at that time, Zhiji had proposed "200,000 kilometers without decay", "never spontaneous combustion", "L4 automatic driving" and other anti-dark technologies, which was really eye-catching.
In addition, Zhiji also proposed a user CSOP plan, which is simply to "buy" the owner data with 4.9% equity incentives and future earnings. Spending money to let users participate in the car-building plan, is this a double win? This idea is, to be honest, much more conscientious than the way to directly force the user to authorize. But the problem is that even if the layout in front of Zhiji seems perfect, the problem is that the subsequent procrastination directly exhausts everyone's interest.
To know that the current new energy market itself has a myriad of competitors, whether it is the rise of new car-making forces, or most of the traditional car-making enterprises have completed the transformation layout, have not left too much market space for Zhiji. And if you fight for the background, although Zhiji is backed by SAIC and Ali, Avita like Changan is also backed by industry giants such as Changan Automobile and Huawei, can it be worse than you? Especially in terms of the current influence, Ali's industry appeal is far less than that of Huawei, which is gaining momentum, and it can be said that from the point of view, Zhiji has lagged behind Avita by a long way.
Of course, it is no wonder that the grassroots employees of Zhizhi must be procrastinating in the rhythm, and the probability is also related to the management. I remember that a big leader of SAIC Motor once directly said in public that he would not cooperate with Huawei, and such a pattern is also incomprehensible. After all, the car companies that cooperate with Huawei are now mixed up.
After all, Zhiji was born out of SAIC, and the bad habits developed by some management in state-owned enterprises are obviously out of place in the current automotive industry. This is also why although SAIC has cooperated with Ali for many years, the cooperation between the two sides always feels that there is a gap in it. Take zebra Zhixing, which has cooperated between the two sides, for many years, but the progress is slow, resulting in the pace of the zebra system being constantly disrupted, and the best development period is missed.
Some participants once talked about the internal cause of this matter, because a senior executive of SAIC motor emphasized that all systems must be independently developed and have independent intellectual property rights, but a system like Zebra Zhixing, the kernel and the underlying code are the results of third-party companies, you SAIC is nested outside a UI has become your own? This is unacceptable to anyone, so it is reasonable that cooperation is progressing slowly!
Brand operation failures, wisdom lack of sufficient influence
For Zhiji, why many people will feel strange to this brand now has a lot to do with the brand strategic layout of SAIC's mistakes. In general, traditional car companies engage in new energy routes, and there is nothing wrong with establishing sub-brands, after all, if they want to do high-end markets, consumers will definitely not buy it by relying on the original brand appeal. Therefore, the establishment of a new brand and direct positioning of high-end have become the choice of most traditional car companies.
The problem was that SAIC was not decisive enough at the time. Especially in the face of the choice of hybrid or pure electricity, SAIC has always been wavering, which directly led to SAIC wanting to grasp both ends, but neither end has grasped the key. After seeing the successful listing of new car-making forces, BYD's market value soared, and even Dongfeng created a Landu, it quickly established an R brand. But it seems that the R brand is a new brand, but in fact, it has an inexplicable connection with Roewe. In fact, the ER6 and R can also find the previous generation of models in the product range.
Therefore, the emergence of Zhiji is actually saicidal's remedy for the strategic layout of electric high-end. It's just that the time is a little late, like BYD has long become the leader in new energy, and the market value is even higher than SAIC does not know much. The sales of the three new car-making forces of Wei Xiaoli were also close to 100,000 sales last year. This is not a good thing for Zhiji, and even some industry veterans have decided that R cars may form a situation of left and right fighting with Zhiji, but fortunately, today's R cars seem to be more inclined to the mid-range market and renamed Extraordinary Cars.
It can be seen that SAIC has pinned its hopes on the high-end market on zhiji. Unfortunately, the current Zhiji only has high-end product prices left, but it feels powerless in terms of influence.
The ability of the market team is not good, and can only rely on touching porcelain and rubbing traffic?
In fact, almost a year has passed since the official release of the model in the second half of 2021 to the official release price of the L7. In this year, the number of public appearances of Zhiji is very few, except for several major domestic auto shows, only the first batch of 200 units of Zhiji L7 was delivered at the end of last year. We can be right to think that zhiji is grinding technology in a boring head, but this performance that is basically almost disappearing, at the marketing level, is simply self-destructive.
Compared with other car companies, not to mention how active Wei Xiaoli has been in recent years, even if it is a high-end brand established by the same traditional independent car companies, the activity has not been low in terms of Lantu and Extreme Krypton alone. For example, although Avita has not yet been officially listed, from the reading data of a certain platform, it is absolutely complete. It can be seen that in the area of momentum, the gap between zhiji and friendly businessmen is really a lot worse.
Because of this, we have different views on the remarks of Zhiji CEO Liu Tao at the media communication meeting. Liu Tao believes that the Zhiji L7 is benchmarked against "the core models A6, 5 series and E-class in the BBA model", and believes that "once the user drives an electric car, the old world cannot go back at all." "But in fact, compared with fuel vehicles, electric vehicles have obvious advantages in themselves, and if you count the product strength of Zhiji L7, it will definitely be higher than BBA." But in the price range of 400,000, there are still new car-making forces such as Weilai. And in terms of brand power, what does Zhiji take to add bricks and tiles to the brand value?
The objective fact is that in the market range of more than 400,000, everyone's choice to buy a car is not only for comfort, but also may also need to take into account commercial, in short, it is necessary to need a façade. Although the progress of independent brands in recent years is obvious to all, it is undeniable that the status and brand influence of BBA are not easily shaken by the current independent brands.
It is not difficult to recognize this reality, and we also believe that in the future, independent brands will definitely have the opportunity to surpass the BBA, but this seems to have nothing to do with the current intellectual self. After all, take the three brothers of the new car-making forces, the brand influence is actually not weak, but I have not seen Li Bin, Li Xiang, he Xiaopeng directly stand up and say that their brand has surpassed the BBA? So from this point of view, we feel that Zhiji's approach is a bit like deliberately touching porcelain.
But if you think about it, you can understand, after all, it has been silent for so long, and if you want to get back in the spotlight, it is certainly not okay to make a big move. But if you rely on yourself and worry about not achieving the effect, what should you do? Quite simply, whoever has high traffic will rub whoever has traffic! However, this practice is indeed a bit despicable, and it makes us question the ability of the intellectual marketing team. You know, last year, the marketing team of Nissan X-Trail conducted a three-cylinder X-Trail desert "off-road" marketing campaign. As a result, because of a sentence from a car critic, not only successfully "resurrected" the old QiJun, but even caused the new Qijun to be seriously injured to this day. It can be seen that the planning ability of this marketing team or public relations company is really urgent.
Write at the end
Although there are many halos above Zhiji's head, after all, he has disappeared for so long, he has to raise himself to the same level as BBA, and it is difficult to escape the suspicion of rubbing traffic. Although we know Zhiji's desire for traffic, this kind of one-sided boasting alone may not be enough to support its brand power. Of course, in our view, Zhiji does have technical advantages, and the product is not bad, but the problem lies in brand positioning. If it is only compared with the new forces of car-making, it is understandable, after all, everyone is a competitor of the same batch, but if you have to pull the BBA, it is indeed a bit unkind.
On the other hand, we think that Liu Tao also has a certain truth, but I don't know why the following team has to seize the BBA for benchmarking. After all, the ending of Borgward in the BBA has been vividly remembered, if you really don't know how to engage in marketing, you can humbly learn how others do it. Of course, if the level of your own marketing team is not good, then we suggest that the big change of blood is a big change, after all, you can be like Zhiji who was born with a halo on his head, but the result is that he cut off his future because of his own relationship, which is really lamentable.