At the press conference, Xia Yiping shouted, "Let's fight!" ”
I did spell it.
The Jiyue 07 was launched, with a starting price of 199,900 yuan after a limited-time discount, which is quite competitive and is even known as a thunderbolt in the pure electric car market. As for whether he can surprise anyone, the answer is unknown, Xia Yiping has to continue to fight.
However, on Jiyue 07, Xia Yiping, as the CEO of Jiyue, does have a bargaining chip to "fight". The chips come from a data, Xia Yiping said that Jiyue 07 is a "car with more than 100 billion investment".
More than 100 billion yuan, including Geely's SEA vast architecture, which took 4 years to develop at a cost of 18 billion yuan, CATL's Kirin battery, which invested more than 70 billion yuan, and Baidu's Apollo intelligent driving, which invested more than 170 billion yuan in more than 10 years. The technical support from Geely, CATL and Baidu gave Xia Yiping more confidence.
With the arrival of Jiyue 07, Jiyue, which has always been a single-car battle, has finally entered the era of double cars. Speed, indeed a bit slow. However, it does not affect the "Lingyun Ambition" of Jiyue 07 trying to wrestle with Tesla.
Two pits stepped on
Jiyue 07 is given high hopes, there is no doubt about it.
After all, Robin Li, chairman and CEO of Baidu, Zeng Yuqun, chairman of CATL, and Li Bin, founder of Weilai, stood on the same platform, and the giants gathered, and Jiyue 07 will inevitably take on important responsibilities.
One of the important tasks is to start the brand voice for Jiyue and achieve a breakthrough in sales. The second important task is to set up the intelligent banner that Jiyue has been working hard for.
It's hard. After all, in the three years since the birth of Jiyue, there has been no successful experience.
Not long ago, Xia Yiping took the team to review the listing and operation of Jiyue 01 and found some problems, "We ignored one point, that is, at the time of the launch of the first product, not enough users knew our brand." ”
Indeed, it is a "delusion" for an unknown brand to want to rise in the market.
In October 2023, Jiyue's first model, Jiyue 01, will be launched, which is based on Geely SEA's vast architecture, and is equipped with Snapdragon 8295 chip and Baidu Apollo intelligent driving system.
However, the market did not give this brand and model with great ambitions a good answer. Since its launch, Jiyue has not announced the monthly sales of Jiyue 01, and only recently did it announce some monthly sales. Among them, 444 in June, 1,019 in July, and 2,117 in August, which is not optimistic, but there is progress.
The reason is very simple, the "unknown" Jiyue has not solved the marketing problem. After all, this is an era when good wine is afraid of deep alleys, and no matter how good a product is, it is difficult to be recognized without exposure. The result of Jiyue's hasty appearance is "who you are", and the market does not know.
In addition, there were also problems with the marketing communication strategy of Jiyue products. After the launch of Jiyue 01, intelligence was regarded too much as the core selling point, and it was even regarded as the "only selling point" by the market in the propaganda caliber.
"We were too optimistic about the situation of Jiyue 01 at the beginning, thinking that intelligence is the core selling point, which also led to a loss at the communication level."
Xia Yiping said that at that time, Jiyue ignored a serious problem. As a new brand, the process from entering the market, to letting users perceive, to test drives in stores, and finally converting into sales, is very difficult, and there is a long decision-making process in between.
"No traffic is the biggest problem". Therefore, letting more people know the brand Jiyue is Xia Yiping's greatest wish.
From sales, marketing to after-sales system, Jiyue has to go through the construction process from 0 to 1. I crossed the river by touching the stone of Jiyue 01 and stepped on a lot of pits. When talking about the development of Jiyue, Xia Yiping once shed tears on the scene, "I sold more than 200 vehicles in January and more than 100 vehicles in February, and I was very uncomfortable myself." ”
It wasn't until Jiyue 07 was listed that Xia Yiping dared to say, "At least we now know very clearly how to do it", and he and his team gradually found a feeling in marketing.
Eager to get out of the circle
is still trapped in brand recognition, and the more eager to "get out of the circle", Xia Yiping is the first to bear the brunt of being an Internet celebrity.
Xia Yiping said that Robin Li has been giving him continuous encouragement, and he was the first to suggest that he should be an Internet celebrity, and he could learn from Dong Yuhui and use his scientist feelings to explain the functions of the car and the intelligence of AI better, that is, let him learn to tell stories for the Jiyue brand.
"Only when I stand up can I solve more problems, it's not enough to just write articles, develop research conferences, and do assessments." In January this year, Jiyue carried out a drastic change of the marketing team, with Xia Yiping personally in charge, and Andy.Gao from Tesla in charge of the UO-user operation department on the sales side.
"We didn't do anything in the past, we just worked harder." Xia Yiping said that in order to get out of the circle, Jiyue has made a lot of attempts.
For example, Xia Yiping said a lot of controversial things. First of all, the end-to-end technology of anti-counterfeiting, "100% end-to-end, are all marketing gimmicks", and then at the AI intelligent driving press conference, the entire industry was fired, "Billions of intelligent driving are all road killers, and the smart cabins without large models are all pseudo smart cabins." ”
As soon as many controversial words came out, they poured into Xia Yiping's live broadcast room, and there were not a few people who scolded him. However, he thinks, "I talk about marketing efficiency, and spending a penny can correspond to a user." You can do forward marketing or reverse marketing. The moment you scolded me, I was considered successful, because you already knew Jiyue. ”
Of course, Jiyue has also made a lot of mistakes in marketing, but fortunately, he has been looking for his own path. This road is not a solid walk now, but the direction is finally clearer than when I crossed the river by feeling the stones.
"Jiyue is a latecomer, if you follow what others do, you can't succeed if you don't have a good foundation. The success of others is because they already have the ability to systematize, so it is impossible to blindly learn from others. Xia Yiping said.
With the increase of communication channels, the change in sales volume is intuitive, and it is a good phenomenon that Jiyue 01 has recently begun to announce monthly sales. In July, Jiyue locked more than 3,000 vehicles, Xia Yiping said in an interview, "The surprise came too suddenly, and we couldn't deliver it." ”
However, Xia Yiping also knows that this surprise is not enough for the survival of Jiyue, and 3,000 vehicles are far from touching the threshold of the knockout round. "Our goal now is to step by step from 2,000 to 5,000 to 10,000 units a month."
Therefore, a second model is needed, and the Jiyue 07 is crucial.
In order to avoid repeating the mistakes of Jiyue 01, Jiyue frequently builds momentum before the launch of the Jiyue 07 model, with only one purpose, to let Jiyue 07 "out of the circle".
"At the beginning of the video, I was very resistant to some words, and I couldn't say them at all." Xia Yiping said that it was very uncomfortable to be scolded at first, and after being scolded for half a month, he almost didn't feel it anymore, and now he can shoot more than 80 short videos a month, and he also participates in various difficult tests live.
"I sleep very little, an average of 5 hours a day. I think you have to work hard enough to do what other people do for a few days in one day, and one day you will be able to do it. ”
Sure enough, the boss doesn't like to sleep.
When he wasn't sleeping, Xia Yiping participated in the Jiyue 07 rolling challenge, the vehicle tumbled and fell from a 30-meter-high cliff, and rolled 14 laps to test the safety of the body structure. In addition, he personally tested the 1200-degree flamethrower test, and directly used his hands to feel the change in the temperature of the battery under the baking of the torch during the aerogel test."
Some other actions come down, "cost the car, but also the CEO". But the brand voice is finally much better than when Jiyue 01, "Last month, Jiyue posted 13,000 videos as a whole, with more than 100 million exposures. ”
As for how many people can get past the "decision-making process" and enter Jiyue's stores, it ultimately depends on the product strength of Jiyue 07.
Can Jiyue 07 get through all the selling points?
"What does Jiyue 07 mean?"
Everyone in the industry knows whether Jiyue can continue to stay at the table. However, how successful is Jiyue 07, is Xia Yiping sure in his heart? I don't know.
However, Xia Yiping is confident. "If you have to benchmark it, I think it's more like a Model 5 that Tesla didn't build, because we made a car that Tesla hasn't made yet."
Xia Yiping said that if Musk builds another car larger than the Model 3, I believe there will be a shadow of Jiyue 07. His confidence comes from the fact that Jiyue 07 brings together the resources of Baidu, Geely, and CATL.
Based on the vast architecture of Geely SEA, the Jiyue 07 moved the position of the A-pillar back by 65mm, making the lines smoother and the space more spacious, and it cost 300 million yuan to realize this structural change.
Equipped with a high-performance three-electric system with tens of billions of investment and CATL's latest Kirin battery, using 800V silicon carbide technology, the comprehensive efficiency of the electric drive of the Jiyue 07 reaches up to 96.5%. Among them, the standard version of the CLTC has a range of 660 km, and the long-range version of the CLTC has a maximum range of 880 km.
Xia Yiping believes that the Jiyue 07 is stronger than the Tesla Model 3 in terms of endurance and vehicle space size. However, the fundamental reason why I can wrestle with Tess is because one of the biggest selling points of Jiyue 07 is intelligent driving.
In the Jiyue 07, Jiyue upgraded the previous PPA intelligent driving to ASD Apollo high-end intelligent driving, using pure vision + end-to-end large model, and realizing L4 autonomous driving large model technology for the first time in the world to empower family cars, with the only pure visual high-end intelligent driving in China and the only one in the world.
For the "pure vision" technical route, Xia Yiping is very confident. "If you want to do intelligent driving that can be opened all over the country, and you want to do a particularly good job of generalization, and you want to do end-to-end, pure vision may be the best choice now."
However, he is not prepared to treat end-to-end as a marketing tool that is too important, "I don't think it's necessary, because many people don't understand", he said, Jiyue is more conservative, hoping to take into account experience and security while gradually evolving to end-to-end segmentation.
At this stage when the end-to-end technology is not mature enough, the two-stage format can better control the content of the output. At present, solutions such as Jiyue ASD and Huawei ADS 3.0 all use two-stage end-to-end technology. In addition, Jiyue has also upgraded the cockpit to the native AI large model cockpit, upgrading the perception, understanding, and execution capabilities of the bottom layer of the cockpit.
Xia Yiping believes that "2025 is the first year of the elimination of non-high-end intelligent driving, and cars without intelligent driving will completely lose their competitiveness." "We judge that there will be several capable brands in Q4 this year to land intelligent driving nationwide."
In other words, in Xia Yiping's view, Jiyue can stay at the table with his intelligent driving strength.
Within 48 hours of its launch, more than 5,000 orders were placed for the Jiyue 07, of which 75% were for the 880km long-range version and 76% for the ASD high-end intelligent driving option.
However, at the press conference of Jiyue 07, Xia Yiping obviously learned the lessons of the listing of Jiyue 01 and took design and safety as an important publicity point.
"At the time of Jiyue 01, we believed that intelligence was the core selling point, so we focused on promoting intelligence, ignoring product advantages such as control and space. With the release of Jiyue 07, we strengthened intelligence, and also focused on handling, battery life, space, etc. ”
Although more and more consumers are coming for intelligent driving, Jiyue must fully display the strength of the product and penetrate all the selling points. Xia Yiping, hoping to use Jiyue 07 to open the window of Jiyue's turnover.
It's just that the question is whether Jiyue 07 can get through all the selling points?
"In the two products on the market, the core software and all the functions behind the Jiyue 01 and Jiyue 07 are exactly the same." Xia Yiping's words revealed a dangerous point. Jiyue 01 failed to impress consumers with intelligent driving, how will Jiyue 07 impress?
From the pricing point of view, Jiyue 07 has entered the deep water area, in the pure electric car market in the range of 200,000 ~ 300,000 yuan, the opponent is Xiaomi SU7, Tesla Model3, BYD Han EV and other models, how to fight out of the world? For Jiyue 07, it is a hard battle.
are waiting for Xia Yiping's answer.
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