The user is back on the pot again! Ideal to republish the weekly sales list, how long can the sacrificial gameplay last?

Kung Fu shooting

2024-05-11 15:42Posted in Guangdong Automobile Creator

On May 7, a few weeks after the suspension of the sales list, Ideal released the weekly sales list again.

The reason is not complicated, that is, after the L6 was launched, the ideal rose again and regained the new power sales crown in the 18th week of 2024. Of course, Ideal will not say that, the official statement is that after the list was suspended, many users asked questions about the list, and Ideal thought about it again and again, and finally decided to re-release the list in the week of returning to the top seller.

Many people feel that it is not easy to be a customer at home. No one asked for the first few weeks of the Dare to Affair, but suddenly your family was the first again, and they started asking. Some people also questioned whether the next time the sales came down, would it stop again? Of course, Li Auto did not respond positively.

Regarding this matter, the ideal did a bit of a dog, but it was true that there were two brushes to regain the first place. What is the ideal logic of operation? Let Kung Fu Motors take you to take a look.

(1) Schrödinger's users, are they good at backing?

For the ideal, the user has always been Schrödinger's existence. When you can use it, it is the heaven and the earth are the parents, and when you don't need it, you will abandon it like a piece of, anyway, it is both positive and negative. Therefore, it is actually reasonable for such a thing to happen.

For example, at the earliest Ideal ONE fire, Ideal advertised that it would never reduce prices, the reason was to maintain the trust and support of existing users, because the owner is the core of Ideal Auto. Everyone knows what happened later, Ideal ONE did only reduce the price when it was about to retire, but Ideal directly gave up this big item and backstabbed all users. And now the L series can be called the king of diving.

To put it bluntly, it is obviously to obtain higher profits, but it is claimed to be for the old car owners. Nowadays, it is obviously to resist the pressure of the market, but it is advertised as giving profits to consumers, anyway, you have a reason to say it.

Including the weekly sales list created by Ideal, it has always been very controversial. Xpeng's executives have questioned the ideal list, the weekly sales statistics are not accurate, or should pay attention to the official data released every month.

Many ideal users also questioned that it is enough to announce it once a month, and there is no need to operate it with great fanfare every week, and car companies should still focus on building cars. The result? The ideal is still to go your own way. But after being asked to squeeze out the top position, he quickly stopped publishing the list because he didn't want to "make a wedding dress" for others.

The key is that if you cancel it, cancel it, as soon as your sales pick up, you will immediately start to publish the list again, and it will be called what users want to see. Good guys, your users deserve to take the blame. To this extent, it can only be said that the ideal pattern is indeed large, and a car company of such a large volume can not take into account the "face" at all, and there is indeed a reason for its success.

(2) Killing decisively, the ideal transformation is really a cow

But having said that, although it is somewhat unidealistic, we have to admit that this new force does have its own uniqueness.

The first generation of new forces, in fact, can still maintain the first line of sales, in fact, there is only one ideal. There are many new forces that were once popular, but they have disappeared. A more typical example is Weimar, which once won the new power sales crown, and it will only take a year or two for it to really collapse.

This is determined by the nature of the new forces, which themselves have a relatively weak foundation, and once they encounter a relatively strong gathering, it will be difficult to carry them through. Weimar is unlucky, based on the 150,000-200,000 level, directly with BYD and Aion, the result is naturally obvious, basically without much struggle to explain.

Including Xpeng, the P7 used to be a very popular mid-size sedan. However, BYD Han has continued to iterate, and there are cars such as ZEEKR 001 and AVATR 12, and it is difficult for P7 to recover its former glory.

Ideal encountered the same problem at least twice, the first time was when the M7 was just launched, and it directly hit Ideal ONE without the power to fight back. Then the ideal decisively switched to the L series, through the drainage of the flagship model L9, and then the combination of L8 and L7 won back the opportunity.

Then there is the new M7, Xiaopeng X9, and the ideal of the world M9 is in crisis again after the emergence of the world, and its treatment is to quickly stop the MEGA that has not improved, and then let the price of L6 pull to the end, and even directly sacrifice L7 Such a big item, which regained the lead.

I have to say that the decision-making efficiency and decisiveness of the ideal are really quite outstanding. If it is put on traditional car companies, who would dare to say that a large single product like MEGA that has invested a lot of resources will be given up directly? But the ideal is daring, because this car is no longer competitive, and the reputation is broken. If the ideal ONE used to be standing on the tuyere, the current MEGA is standing against the wind.

For a flagship model like MEGA, it is conceivable that the ideal is to mobilize the strongest team in the company to build. Its design and positioning must be determined by the highest level. Nowadays, because of the disadvantage of a few months, they directly take away all the resources, and there are very few car companies that can make such a decision.

(3) How long can the sacrificial gameplay last?

Since its birth, Ideal has been a brand that has been constantly questioned. The earliest extended range route is not optimistic, and the market that hits 300,000+ has also been questioned, but it has come to the present day one by one, largely relying on the continuous "sacrifice" of old users.

The earliest 2021 model of the ideal ONE generation, it has ruthlessly struck the old car owners. At that time, the ideal thing was to always hide the news of the release of the new car. Even at the Shanghai International Auto Show held at the end of April, Ideal did not reveal any news, and then the new car was directly launched at the end of May.

As a result, those car owners who did not have any discounts and booked cars in March and April were dumbfounded and took to the streets to defend their rights. As a result, this huge wave of activities has made a wave of free advertising for the ideal new car. Including the subsequent launch of the L series, it was the same ideal ONE owner who was also "abandoned" and took to the street and advertised again.

Although other car companies have also cut prices and renovated, they are indeed the only ones that have achieved this level of ideality.

The ideal L6 that has become popular recently is actually the same way to play. What is the reason why this car is out of the circle? Of course, the ideal brand has reached less than 250,000 for the first time, but it has the same styling and interior as the flagship L9, the same refrigerator, color TV, sofa, the same Qualcomm 8295 chip and lidar.

But what would you think as an L9 owner? Especially those owners of the 2023 L9. spent more than 400,000 yuan to buy a car, but the performance of intelligent driving and intelligent cockpit is not as good as the new L6, other aspects are flat, the shape is the same, the only advantage is that the car is bigger, can they be satisfied?

The new Ideal ONE backstabbed the old Ideal ONE, and then L9, L8, L7, and L6 all the way down, and the Ideal did gain a lot of attention, but can this practice last? For example, after the popularity of L6 has passed this time, how can the ideal play again? Launching the L5? That's going to collide directly with BYD.

(4) Kung Fu shooting

It has to be said that with limited resources, the ideal has been achieved to the extreme. The precise product definition and the amazing decision-making efficiency are the biggest reasons why it can regain the sales crown of the new forces.

But the ideal shortcoming is also obvious, that is, it is a car company that focuses on resource integration after all. Product definition and marketing are strong points, but technical areas are absolute weaknesses. Sandian relies on CATL and BorgWarner, intelligence relies on Nvidia and Qualcomm, and of course it has its own "sofa, color TV, and large refrigerator", which means that the ideal advantage is easy to be copied, and it only has enough space if it keeps running.

Now the same type of Xiaomi has entered the market, which is more active than the ideal and has stronger integration capabilities. Xiaomi's next car is an SUV, so how much space is left for the ideal? Let's enjoy the time when you can continue to post the weekly sales rankings.

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