"It's crazy, everyone don't play."
On the evening of May 13, Zhiji L6 ushered in the listing, which is a big day for Zhiji Automobile, when CEO Liu Tao announced the price of the new car, the peers next to him sighed. Because from the price point of view, Zhiji L6 can be called a "hard work", counting the rights, the starting price of Zhiji L6 has come to less than 200,000 yuan, and the complete price range is 199,900 yuan-325,900 yuan.
Considering the extreme involution of the domestic auto market, if you don't watch the press conference all the way, just take a look at the price, you may just think that this is a regular operation of a new energy vehicle company under the normalization of the price war. Because the listing price is lower than the pre-sale price, let's take a little more about the rights and interests of car owners, which is the old routine of major car companies.
But when you actually open the configuration table of the new Zhiji L6 car, you will find that Zhiji is indeed "crazy......
For example, the four-wheel steering system, which once only appeared in million-level luxury cars, the ultra-long-range high-precision lidar that bears the cost, the Orin X chip that determines the computing power and the upper limit of the car machine, and the Qualcomm Snapdragon 8295 chip are all standard configurations of the whole series, including entry-level models.
You even have to wonder if the playful pricing of Zhiji L6 is raising the value threshold of the new track, or is it dragging everyone into the water? Because no matter from the perspective of profitability or brand effect, this kind of behavior of exchanging price for the market is a seven-wound fist behavior, and if you play well or badly, you will hurt yourself.
However, having said that, even though the Zhiji L6 used a near-self-harming press conference to demonstrate the strength and value of the product, the market may not really buy it all. The author's concern is that the last time I heard the press conference so exclaimed at the price of Zhiji LS6, it was only hard for less than half a year, high and low, and finally mediocre.
Last year, in the few months when Zhiji LS6 was in the limelight, with the vast SUV market and its own good product strength, Zhiji LS6 led the monthly sales of all Zhiji cars to reach the level of 10,000 units, and Zhiji LS6 rushed to more than 8,000 units.
If this development trend continues, Zhiji Automobile will be on the right track.
But the good times didn't last long. With the follow-up maintenance of the product side, the lack of marketing and the dispute over service rights, coupled with the frequent emergence of excellent competing products in the market for a while, the Zhiji LS6 soon showed its prototype, which can be called a wound Zhongyong. With the short-lived performance of the Zhiji LS6, the terminal performance of Zhiji Automobile has also been sluggish, with only 3,000 units sold in April this year.
To be honest, in the early days of the establishment of the new brand, the brand power is weak, and the communication and products are also in the exploration stage, and it is inevitable that there will be various problems, such as product failures, marketing "touching", brand labels can not stand up, etc., facing the problem itself, things one by one, pile to solve, is the best solution.
Especially in a market environment where the market tolerance is not high, even a rights protection and a negative Weibo headline will become a potential risk of brand overturning. It is in this process of walking a tightrope that Zhiji Automobile did not completely give it a granularity, and constantly dropped the handle, and then handed over the initiative of public opinion and became the target of targeting.
Among them, marketing is constantly misaligned is one of the important factors.
Take the pre-sale conference more than a month ago,It was a very important press conference,It can be regarded as one of the most important warm-up activities before the listing of ZhijiL6,Everyone imagined that ZhijiL6Hidden a big wave,I didn't expect to pull a big lump in the end,Not only did I make a mistake in the configuration of the latter when rubbing the traffic of XiaomiSU7,Settle down to the truth,Let Xiaomi cars catch the typical,Three announcements were issued in the middle of the night,Tell the car companies in an exemplary manner:Our traffic can be rubbed,But don't go too far,Otherwise, you will be the next Zhiji。
A wave of unevenness has risen again and again.
When the people who ate melons put their perspectives on the apology of Zhiji and Xiaomi, they pulled each other apart, and the people who watched the excitement and didn't think it was a big deal took out the bad humanistic care of Zhiji cars to talk about things, saying that Zhiji was suspected of praising suffering, and some people even said, "The marketing is not careful, it is a waste of the good intentions of the engineer." ”
In fact, the marketing of Zhiji Auto is always uneven and granular, and it is far more than that. Including Liu Tao's high-speed test drive was deducted points, dumplings in the car were sprayed to delete Weibo, and there are countless comments on friends and businessmen, as if it is always Liu Tao who is injured, this CEO who always rushes to the forefront of everything.
The author once expressed in the article "The more the CEO apologizes, the more sad he is", I expressed that cyberbullying is too unfair to Liu Tao, and in the past four years under pressure, Liu Tao's hair is turning white at a speed visible to the naked eye, and the gray hair has gone from hiding to being grandiose.
But then again, if nothing else, the pre-sale conference of Zhiji L6 will not be the last time Liu Tao will be abused by the Internet.
Of course, marketing is an empty and long-term temptation, and after experiencing rounds of "judgmental" evaluations in the market, rounds of reflection are also unfolding within Zhiji Automobile.
As CEO Liu Tao said in an interview: "We have also reflected internally, pure brand PK is not necessarily the right way, technology is our advantage." Obviously, this is Liu Tao and even Zhiji Auto's summary of the pre-sale press conference, and it is also a discussion on how Zhiji Auto should develop in the future.
Good products need to grow, and good companies can also continue OTA.
At the launch conference of Zhiji L6, it really didn't mention Xiaomi SU7 at all, but mentioned BMW, Porsche, etc. more openly and highly, which is not a kind of progress?
Looking back, the newly launched Zhiji L6 has good product power, coupled with the price of shopping, it has the potential to become a mainstream product, just like Zhiji Automobile, which has been established for four years, also has the ability to become a mainstream brand.
Now, the "crazy" Zhiji car is trying to get on the right track, because if you don't get the right madness again, there really won't be a chance.