ZEEKR Auto opened the purchase of Xiaomi SU7 employees, causing an uproar in public opinion
Have you ever had the experience of having just bought a new mobile phone and only to be fired by your boss? Sounds ridiculous, right? But just recently, a poor employee of ZEEKR Motors suffered this tragic fate.
The story goes like this, an employee of ZEEKR Motors has a soft spot for Xiaomi's upcoming pure electric SUV, the Xiaomi SU7, so he places an order to buy it online. This action was seen as "rebellious" by the company, citing the promotion of competing models, so the employee was fired.
As soon as this incident was exposed on the Internet, it immediately sparked heated discussions. Many netizens said that it was difficult to understand this approach of ZEEKR Automobile, after all, as an ordinary employee, buying products from other brands should be a very normal consumer behavior, right?
ZEEKR also responded. They explained that the dismissal was due to the employee's long-term promotion of competing models at work, which affected the company's image, and not just because of the purchase itself.
But this incident has pushed ZEEKR to the forefront of public opinion. Many questioned whether their propaganda strategy was too aggressive and whether there was a suspicion of abuse of power. This has undoubtedly had a negative impact on the brand image of ZEEKR Automobile.
The divergence between the announcement strategies of new energy vehicle companies has intensified
Diversified publicity and distribution methods
When it comes to publicity, the current car companies are really racking their brains and showing their powers. In addition to traditional TV commercials and outdoor advertisements, they also make extensive use of offline activities such as campus tours and film and television screenings, as well as online services such as Maoyan Film and Television Publicity and Distribution Master Classes, in an effort to attract the attention of young consumer groups.
Some car companies have invited popular idols to endorse, while others have placed advertisements in popular variety shows. What's more, they simply held an auto show by themselves, lined up the models, and let consumers experience and understand them on the spot.
These car companies are painstaking in marketing and publicity, and they do everything they can. After all, in such a cruel competitive environment, no one wants to be eliminated from the market, and only continuous exposure can make the product deeply rooted in the hearts of the people.
There is a divergence in strategy
Although car companies have a variety of publicity forms, there are big differences in specific strategies. For example, ZEEKR Automobile once posted a picture of the competing NIO ET7 on Weibo, which was questioned as a "hand slip".
On the other hand, ZEEKR also prohibits employees from buying competing models, and violators will be fired. This undoubtedly feels a bit too extreme.
Each car company has its own marketing concept and publicity strategy. Some pursue bold and avant-garde, while others take a conservative route. With the intensification of competition, the battle between car companies for publicity and distribution strategies will continue to escalate.
Whose strategy is wiser will ultimately be tested by the market. I don't think any strategy should hurt the rights and interests of consumers. After all, consumers are our food and clothing parents, and without them, our efforts will be in vain.
New car performance takes center stage
The Xiaomi SU7 will be released soon
In addition to the publicity strategy, the performance of the new car is naturally the focus. On March 28th, the much-talked-about Xiaomi SU7 will officially meet us.
Judging from the information that has been exposed, the performance of Xiaomi SU7 is indeed expected. It not only has a powerful power system, but will also be equipped with a leading in-vehicle system, which can bring users the ultimate intelligent experience.
The range of the Xiaomi SU7 will also reach a new height. It is estimated that its CLTC range is expected to exceed the 700 km mark, which is definitely the best in its class.
It is conceivable that with the release of Xiaomi SU7, it will become a dark horse in the new energy vehicle market, which has aroused widespread attention and discussion. For consumers, they will also be impressed by the strong performance of Xiaomi SU7, and they have listed it as the first choice for car purchases.
Performance competition between car companies
In addition to Xiaomi SU7, new models from other new energy vehicle companies will also be unveiled one after another. All of them strive to improve the performance of the whole vehicle, especially the core indicators such as battery capacity and mileage, in order to stand out from the peers.
For example, the ZEEKR 007 is equipped with a 75kWh lithium iron phosphate battery pack as standard, with a CLTC range of 688 km, while the top model of the Galaxy E8 uses an 800V high-voltage system with a battery capacity of up to 76kWh.
In the future, the competition between various car companies is likely to shift to the field of performance. Whoever has a bigger battery and lasts longer will have a greater competitive advantage.
For consumers, in addition to paying attention to the exterior and interior of the model, they should also learn more about its hard core power. Only by choosing a truly outstanding product can you play Hi New Energy Vehicle Life.
The divergence between the announcement strategies of new energy vehicle companies has intensified
Diversified publicity and distribution methods
Don't worry, many car companies will set up an "experience area" at the new car launch conference, so that you can get close to your favorite models and experience the fun of driving.
Some car companies will even organize mini-games at the press conference, allowing you to win on-board digital products or peripheral souvenirs through prize quizzes. This not only adds to the fun of the interaction, but also adds a lot of highlights to the press conference.
If you are an enthusiast who likes high-tech, the on-site black technology experience area must not be missed. There is a collection of the most cutting-edge intelligent driving technology of car companies, allowing you to experience the charm of black technologies such as automatic parking and intelligent voice control.
There is a divergence in strategy
In addition to the form of publicity, the differences between car companies in the publicity strategy are also obvious. Some car companies prefer large-scale "bombardment" marketing, while others prefer small and beautiful "word-of-mouth" promotion.
For example, a new energy vehicle company once invited a number of celebrities to help at the press conference, and the scene was full of friends and bright lights, filled with a "local tyrant" atmosphere. Another car company is taking a low-key route, they pay more attention to the quality of the product itself, and believe that good products have their own fragrance.
This divergence of strategies has also created some frustration for consumers. Some netizens complained that seeing so many advertisements from car companies forced into variety shows was really unbearable, which affected the movie-watching experience.
On the other hand, an overly low-key publicity strategy may also lead to low product awareness, which in turn affects sales. Car companies still have to weigh their own positioning and choose the most appropriate way to publicize and distribute.
New car performance takes center stage
The Xiaomi SU7 will be released soon
In addition to the strong cruising range, the Xiaomi SU7 also has unique features in terms of intelligence. It will be equipped with Xiaomi's intelligent driving system based on the new in-vehicle system, which can achieve a high degree of intelligence and intelligent networking, bringing users a new driving experience.
For example, with voice control, you can easily adjust the temperature in the car, open the sunroof, etc., and through the mobile app, you can also remotely control the vehicle's start, unlock and other functions. More users have reported that the accuracy of XiaomiSU7's voice recognition is so high that it is like a "little love classmate who can drive".
Behind the intelligent experience, it is inseparable from the powerful computing power support of Xiaomi SU7. It will be equipped with the most advanced intelligent driving chips, which can efficiently process massive sensor data, achieve accurate environmental perception and decision-making, and make autonomous driving safer and more reliable.
Performance competition between car companies
In addition to cruising range and intelligence, car companies are also fighting for hardware such as powertrain and braking system. Some models are equipped with the latest electric drive systems to deliver powerful power, while others are equipped with state-of-the-art braking systems that allow for shorter braking distances.
Some car companies have begun to try new battery technologies, such as solid-state batteries and sodium-ion batteries, hoping to make breakthroughs in energy density and safety.
Most of these technologies are still in the research and development stage, and there is still some way to go before they can be mass-produced. However, in the next few years, the performance of new energy vehicles will usher in a leap forward, bringing us more surprises.
Whether it is publicity strategy or product performance, new energy vehicle companies are sparing no effort to pursue innovation and breakthroughs. Their goal is to provide consumers with a better travel experience, so that new energy vehicles can truly enter thousands of households.
As consumers, we must also learn to look at it rationally, not be confused by fancy marketing, and pay more attention to the actual performance of products. Only in this way can we choose the most suitable new energy car for ourselves and enjoy the fun of green and intelligent travel.