How to break through in the "price war" has become a difficult problem for all new car companies.
Especially when "fighting the price war" has become the housekeeping skill of AITO, for a rising star like Ideal, the pressure can be imagined.
The madman becomes a good child, highlighting the ideal "desire to survive"
In the past, in front of the public, Li Xiang always gave people the impression of being unruly and doing his own thing.
But recently, people have found that this "madman" seems to have restrained a lot - no longer making high-profile appearances, and he doesn't scare netizens much.
Even on the excellent occasion of the Xiaomi press conference, Li Xiang came and went in a hurry, and there was no sense of presence throughout the whole process.
So, why did the madman suddenly become a "good boy"? The answer is actually not difficult to guess: MEGA's dismal start made Ideal realize that he may not be so "invulnerable".
tasted defeat for the first time after being popular in a row, and the arrogant and conceited Li Xiang finally knew how to be a low-key person.
It seems like a small detail, but it actually reflects the ideal's strong "desire to survive".
After all, in the current severe market situation, no car company can withstand one failure after another.
MEGA's cold encounter has pushed the ideal to the forefront, and if there is another major mistake, the consequences will be unimaginable.
So for ideals, being cautious and low-key is undoubtedly the best strategy at the moment.
Reduce prices, adjust strategies, and ideally bow to the world
You must know that the ideal performance in the first quarter of this year was not bad, with 80,000 new cars delivered, a year-on-year increase of 52%.
But the problem is that during the same period, the AITO sold 87,000 units, leaving the ideal behind for three consecutive months.
In the face of such a strong opponent, the ideal is only to move seriously in the price war.
In addition to cutting prices for many of its models, last week Ideal also announced the launch of a new model L6 for the M7.
The starting price of 249,800 yuan is on par with Wenjie, but it is comprehensively suppressed in terms of four-wheel drive system and intelligent driving configuration, which is the first time that Ideal regards Wenjie as a real competitor.
At the same time, Ideal has also made a comprehensive adjustment to the product sequence, and formed a comprehensive coverage in the range of 30-440,000 yuan through the reasonable layout of the price gradient, which can not only compete with BBA, but also avoid the edge of the world.
This shows that the ideal has begun to attach great importance to the competitive pressure of the world from the strategic point of view, take the initiative to attack, face up to difficulties, and get rid of the old routine of following the steps in the past.
Organizational restructuring to strengthen product and market orientation
In order to get out of the haze of MEGA's failure as soon as possible, Ideal also underwent major internal surgery: the original CEO office was renamed "Product and Strategy Group", and a dedicated GTM (Go to Market) team was established to strengthen the execution of new product launches; At the same time, Lee wants to devote more energy to product development and strive to avoid making MEGA-style mistakes again.
Through organizational reorganization, Ideal tries to strengthen the dominant position of products and markets to meet the needs of users to the greatest extent.
This shows that Li Xiang, who has experienced the lessons of MEGA, has become more pragmatic, no longer blindly pursuing "ideal fullness", but doing a good job in product and marketing in a down-to-earth manner.
For a madman who once saw everything, this sobriety and calmness is not easy.
Turning arrogance into stability is the ideal way to survive
If I had to make a note on the recent changes of the ideal, it would undoubtedly be: from arrogance to steadiness, from chaos to prudence, from whimsical to down-to-earth.
To put it simply, it is a high-flying and domineering "rich second generation", and after experiencing setbacks, he began to learn to judge the situation and be a low-key person.
But at the same time, we should also see that the ideal change should not only stay on the surface, but more importantly, it should be effectively implemented in all aspects of product development and marketing strategy.
Otherwise, if the "madman" only becomes well-behaved on the surface, and still does his own thing on the inside, then it may be difficult for the ideal to have a chance to turn over.
After all, in the context of such a fierce price war, if you want to really break through, you have to rely on real kung fu and real skills.
Even the "madmen" who called for wind and rain in the past can only find space for survival and development by turning arrogance into stability.
For ideals, recognizing oneself and accepting the lessons of the market is the real manifestation of maturity.
What do you think about this? Feel free to interact with me in the comment section!