We always believe that technological innovation is the key to the success of automotive brands.
But the interesting thing is that there is such a car company, which seems to ignore this logic and often perches at the top of the sales list - it is the "ideal car".
Although the public often complains, thinking that it "has no core technology" and "only understands nesting dolls", it just can't stand up to good sales, why is this?
Some insiders were consulted, and they came up with 3 points that they are the key to the success of Li Auto.
After thinking about it carefully, it really makes sense, and I have to take it!
First of all, they think that Li Auto is rarely self-congratulatory, which is really rare.
Although it has drifted in the past two years, the whole ideal mega has almost lost the original intention.
But that aside, it's still a rare presence in the market – consumers do whatever they like, and there's no "shame" at all.
It sounds a bit like scolding, but it's not: because it's really hard for a company to be able to do this level and fully serve consumers.
After all, not every car company has the courage to frequently nest dolls, and they will care about the opinions of the unexpected world and the criticism of the public.
The result is "frequent faint moves"!
For example, Xpeng Motors is very typical, P7 and g9 are very well designed, but the whole g6 is innovative, ugly is not good - what's the point?
It's better to continue the appearance and interior of the G9, reduce the configuration, and the sales can definitely increase, at least 1.5 times!
This is also the case in other aspects, you can't be proud of building a car!
Is it shameful to have a large refrigerator and color TV sofa? It's not a shame! Consumers obviously like it, so why don't they do it?
Many car companies just can't figure out these points, and they think it's decades ago, thinking about teaching users how to drive!
But do users pay? Don't, so sales plummeted.
To sum up the experience, you can't be self-congratulatory when building a car, just consider how awesome you are, and consumers must teach you to "be a new person"!
Secondly, the details are handled very well.
After all, the points mentioned above are nothing, and it is not that no car companies have followed suit.
But why hasn't their sales improved? Because there are really not many brands that pay attention to details.
To put it bluntly, some car companies have also emulated refrigerators, color TVs, and large sofas, but they really make people unable to complain:
Take the seat as an example, others are Nappa leather, they also Nappa leather, but they don't seem to learn it well, and the end result is that the seat is short and stiff, and it is not comfortable at all.
I'm a victim myself, and I don't bother to say it.
It's just these problems, the key is that other aspects are not careful: obviously the materials are good, but the details are handled at a great loss, which undoubtedly reduces the sense of luxury.
For example, I've observed a few car companies, and it's not uncommon to see uneven seams, rough window edges, and oversized gaps.
These are not difficult problems to solve, they just don't care.
In addition, I have compared the screens of many cars, and few of them are as good as the ideal - that is, clear, high resolution, and the experience is more than a little better.
Is it because these companies can't do this? I don't think so!
More reasons may be due to their own arrogance and lack of attention to users.
This is not out of nowhere, as can be seen from the performance of many car company owners.
For example, let them learn that Mr. Lei will open the door to users, and they will not learn like it, and there will be a proper atmosphere of arrogance.
In the words of netizens: "Mr. Lei is really doing a line of love and love, and opening a door is the same as a driver, while the bosses of other car companies feel that they are here to alleviate poverty, and they are simply judged"!
Finally, marketing is more powerful.
I don't need to repeat this, taking the ideal mega as an example, how well the entire marketing rhythm is controlled, I believe many people can see it.
However, the product power, modeling, and pricing are really not good, otherwise, it may really be a hit.
At the same time, compared with other car companies, Li Auto's marketing information is really clear.
Comparing the official websites of many car companies, it can be found that they are very good at combining functions and scenarios to show how Li Auto can meet daily needs, such as family travel and shopping.
This kind of life-oriented marketing strategy makes it very clear to consumers - what are the characteristics of this car and what needs can it meet.
It's not like many car companies at all, with a bunch of professional terms, and I don't know what these functions are for, where they are, and what's the point!
As a result, there was naturally a huge difference in sales!
Including the recent price reduction of products, it actually pays compensation to old customers, which surpasses many car companies.
All in all, it's not how good the ideal car is, but how arrogant the current car companies are.
Indeed, they are particularly experienced in building cars, and their philosophy tells them: "This way, or that, to build a good car".
But they often forget that a good car is not the same as the car that consumers need.
The important thing in making a car is never the stacking of configurations and the superposition of technology, but the most suitable and intimate plan based on the real demands of consumers, isn't it?
On this point, these companies really have to learn from Ideal and Xiaomi!