Zhou Hongyi's recent frequent event marketing is definitely not to sell a Maybach, but to have his own selfish motives.
As we all know, the Xiaomi SU7 is the first car launched by Xiaomi. According to common sense, a new car is launched, and it is a very, very good achievement to be able to achieve Dading over 10,000 at the press conference, but Xiaomi has been on the market for 27 minutes, Dading has exceeded 50,000 units, this data is a typical debut that is the peak, even the question world empowered by HuaweiM7 can not reach such data, which is enough to show the success of Xiaomi's marketing.
It is also the success of Xiaomi SU7 that makes Zhou Hongyi, who has transformed into an investor, very anxious and angry, because he has also invested heavily in a car company, namely Nezha Automobile, but the sales volume is not very satisfactory.
Nezha Automobile was established in 2014 and is one of the earliest new car-making companies in China. In July 2018, Nezha NO1 cars rolled off the assembly line. This is about 7 years earlier than the Xiaomi SU4. In December 2019, Nezha Automobile's 10,000th vehicle rolled off the assembly line.
In March 2020, Nezha U was launched, and the owner officially picked up the car in May. In November of the same year, Nezha V was launched. In 2020, Nezha sold 15,091 vehicles.
In 2021, 360 invested in Nezha Automobile and began to cooperate with Nezha to build cars. In November 2021, Nezha Automobile's monthly sales exceeded 10,000 units, which is a good result. In 2022, Nezha's sales will rush to the first place among new car-making forces, but in 2023, there will be a year-on-year decline, and Nezha's annual sales will also retreat to the fifth place among new car-making forces, and it is the only brand in the top five with declining sales.
In March 2024, the sales volume of Nezha Automobile will only be 8,317 units, this data is actually a significant regression, because after three years, Nezha has also launched many models, and theoretically, the monthly sales of Nezha Automobile should stand at the threshold of 30,000, but as a result, it not only did not progress, but regressed.
In such a situation, on the one hand, Nezha has marketing or positioning problems, and on the other hand, the competitors are too fierce, and BYD has cut prices and directly asked its peers to follow the price reduction.
Since Nezha has no way to compete with BYD for a lower price, Nezha will have to take the marketing route like Xiaomi. The company's CEO Daniel Zhang is a technical man, not very good at marketing, coupled with his relatively low popularity, making Nezha Automobile's marketing impression not high.
Since Daniel Zhang has shortcomings in marketing, Zhou Hongyi took the lead and gave Daniel Zhang a sample to empower Nezha.
Don't say it, Zhou Hongyi just made a little effort, and it brought a lot of traffic to Nezha, and now many people know Daniel Zhang.
In order to show his groundedness, Daniel Zhang often responds to questions from netizens. Some netizens said that the name Nezha is not good, because Nezha comes from mythological stories, which gives people a bit of a false feeling, and on the other hand, Nezha is a child, giving people a sense of immaturity. After all, isn't it a little strange for a successful person to drive a car called Nezha?
Daniel Zhang launched a vote on whether Nezha Auto should change its name. Daniel Zhang finally announced the voting percentages of Nezha Automobile, Hezhong Automobile, and others.
But in the end, it should be that the name Nezha Automobile will be retained, and I also think that Nezha should retain this name.
First of all, the trademark Nezha is difficult to apply, and since the application has been made, it should be cherished. Why is it difficult to apply for Nezha's trademark? Someone should have applied before, maybe they failed, or they may have applied successfully, but they did not apply for the category of automobiles.
Now there are a lot of people hoarding trademarks in this society, and they will hoard a batch of these mythical trademarks, and scarcity exists.
Secondly, the name Nezha is easy to remember. Daniel Zhang also explained why the car is called Nezha, because there were already many new energy vehicle brands at that time, so how to make people remember it among many car brands? Nezha is a good name, because the impact of "Journey to the West" on the Chinese people is too great, many people know the name Nezha, therefore, the car brand called Nezha will be easier to be remembered by consumers. This is indeed a good strategy for naming names, and I think Nezha has been successful in naming them. A good name can cost a company a lot less on marketing.
Finally, the marketing of Nezha Automobile should be done around Nezha's character. When I saw netizens pointing out that Nezha gave people a sense of immaturity, I also realized the limitation of Nezha's name, that is, it is not suitable for those real bigwigs. In fact, Nezha cars are not produced for bigwigs, but for the majority of young people, so Nezha's rebellious personality and unwillingness to follow the crowd should be highlighted. Young people happen to be rebellious and unwilling to follow the crowd, as long as such a value proposition is proposed, is it easier for young people to accept?
In addition, after Nezha puts forward such a value proposition, he should also highlight rebellion and difference in the design of the car.
Do you think Nezha should be renamed?
This is the best era, but also the worst era, with capital thinking and new business model integration, the whole world is your stage!
In the world of new business, there is no eliminated industry, only the subverted out of the enterprise, and now all business competition will focus on "model innovation and capital operation".
A company or a boss, if there is a shortage of innovation ability and capital thinking, is destined to lose in advance.
Remember: without innovation, how can there be imagination, without imagination, how can there be competitiveness, if you want to break through, you must subvert the original business model, reconstruct a new business model!