Huawei's son, the ideal is so red that it stops changing, and there is no suspense about the new forces selling the crown?
Every Tuesday, Li Auto will announce the sales list of new forces, but this Tuesday, Li Auto stopped changing. Previously, Li Xiang, CEO of Li Auto, urged the update on social platforms, "If the weekly sales list is not released, the delivery volume will definitely collapse." I'm afraid it's a prophecy this time.
Recently, Ideal MEGA has been mired in negative public opinion due to black public relations, resulting in more than 10,000 unsubscribed users. MEGA's unfavorable debut is a blow to the confident ideal. Li Xiang said that his desire to pay too much attention to sales made him the most annoying person. I have to say that this is really deserving and standing. But even so, ideals can't stop others from announcing the sales list.
According to the data, from March 18th to March 24th, the sales ranking of new power brands in the domestic market was TOP 10, and the brands on the list included Wenjie, Ideal, Leap, Weilai, Zeekr, Deep Blue, etc. The font and color of the overall poster are no different from the weekly sales list poster officially announced by Li Auto.
In the list, the question world still overwhelms the ideal in the end. Last week, the weekly sales of Wenjie reached 7,300 units, and the ideal was 6,700 units, an increase of 0.06 thousand units.
Specific to the model, the data shows that the M7 sold 5,700 units last week, the M9 sold 1,400 units, and the M5 was 0,200 units. The ideal L7 is 2,500 units, the ideal L9 is 1,800 units, and the ideal L8 is 1,300 units.
From the intuitive data, it can be seen that Wenjie has achieved "far ahead" among the new forces. It seems that the product premium and positive word-of-mouth brought by the Huawei brand are undoubtedly helpful to sales. In addition, the market has a high evaluation of Huawei's intelligent driving performance, and when consumers rely on it, word-of-mouth can form a moat for sales.
It is not for nothing that the ideal sales volume cannot beat the question. 51 Jun believes that price competition for high-end models above 200,000 yuan will have a significant impact on consumers' car purchase decisions.
For example, the price of the M7 is 249,800-379,800, the price of the ideal L7 is 301,800-379,800, and the entry price of the M7 is 52,000 yuan lower than that of the ideal L7, and the top version is 379,800. When there is little difference between the configuration and functions of the two cars, consumers give priority to the models with lower entry prices.
It is now a well-established fact that the question is a strong competitor to Li Auto. Now the ideal MEGA has not become an instant hit, and if the ideal wants to catch up with the world and return to the first place of the new forces, it also urgently needs a new model that can play.
Leap ranked third, with weekly sales of 3,600 units. Among the Leap brand, Leap C11 accounted for the majority with a result of 1,300 units. However, the C01, which has just been launched, is not as popular as expected. Only 552 units were sold last week.
The fourth and fifth are NIO and ZEEKR, with weekly sales of 2,900 and 2,700 respectively. Next is Deep Blue and Xiaopeng, with weekly sales of 2,500 units, Denza weekly sales of 2,100 units, AVATR weekly sales of 1,200 units, and VOYAH 00,900 units.
Now, it is very clear how the sales of the new forces in March were. So who is most likely to win the new power sales crown in March?
According to the previous statistical data, we can get a list of sales of some brands from March 1st to March 24th, as follows:
Wenjie sold 27,000 units, Ideal sold 24,900 units, Leap sold 9,600 units, Zeekr sold 8,700 units, NIO sold 8,400 units, Deep Blue sold 6,300 units, Xpeng sold 7,200 units, Denza sold 5,600 units, and VOYAH sold 3,800 units.
Judging from the data, the polarization of the new forces is still relatively obvious, the head is basically led by the question and the ideal, and the sales volume exceeds 20,000 units, and Leap, Zeekr, and Weilai are catching up and working hard to enter the 10,000 club. If there are no accidents, there is still a high possibility that Wenjie will reach the top position of the new force in March. The ideal second is basically no suspense.
In this list of new forces, the brands on the list are basically familiar, but Nezha, who has been favored before, is not among them. Last week, the sales of Nezha's single model did not exceed 100, and some only had sporadic single digits, which is really bleak. Recently, he has been frantically complained by investors because he doesn't understand marketing.
As one of Nezha's investors, Zhou Hongyi, the founder of 360, visited the Nezha factory for live broadcast. Because Nezha did not fully prepare before the live broadcast, Zhou Hongyi's dissatisfaction was aroused. Zhou Hongyi complained about Nezha CEO Daniel Zhang, Nezha has problems from marketing to product planning, and does not understand what users need.
Take the name of the model as an example, other car companies will use letters and a number, while Nezha uses letters, so that consumers feel awkward how to come, how to remember, always self-congratulatory. Even let Daniel Zhang learn Lei Jun to do marketing.
During the whole live broadcast process, Zhou Hongyi had a black face and showed extreme dissatisfaction. originally wanted to use the normal operation of the live broadcast factory to refute the rumors of the previous shutdown, but now it seems that this rumor refutation was not successful, and at the same time, it has lost more expectations of the market for Nezha.
On March 28, Xiaomi SU7 was launched and caused a sensation on the whole network. According to the news, the order volume of Xiaomi SU7 exceeded 50,000 units within 27 minutes of its launch, which is enough to see its popularity. However, Xiaomi said that 7 days after placing an order, it will enter the automatic lock mode, and the deposit will not be refunded. This has also triggered complaints from Dading users.
From the perspective of vehicle publicity, Xiaomi does have a lot of things for manufacturers to learn, but it is relatively rare to cause complaints as soon as it is listed. Next, let's see how Xiaomi publicizes.
With the addition of Xiaomi, the new forces will also face new opponents, and the list will also have a new ranking. The big waves are sweeping the sand, who can have the last laugh and the best laugh, we might as well wait and see.
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