Legend has it that Archimedes, an ancient Greek scientist, shouted "Eureka!" When he discovered the law of buoyancy. I found it. I found a way. More than two thousand years later, a new car was named after the story of Eureka, and it was Nezha U.
On March 2 1 day, Nezha U, the second production car of He Zhong Automobile, a new force in car manufacturing, was officially listed. People are curious about how this pure electric vehicle with compact SUV can find a way to open the market in the increasingly fierce market competition.
Nezha u's answer is straightforward, selling cars to young people.
Nezha U: Very trendy technology SUV?
"Tide Technology" is the intuitive impression left by Nezha U. At the press conference on March 2 1, you can feel the efforts of Nezha Auto officials to describe a car as a technology product and a fashion product.
The next definition, Tide Technology, refers to those new technologies and functions that have just emerged. Look at the highlights of Nezha U's products and you will know that the "tide ratio" is undoubtedly high-Weilai's "Mobileye"? EyeQ4 chip "; About equal to "ncm811"; +0 "long battery life; "L2+ Autopilot" was only popularized in cars this year; "N95 air purification" and so on.
The team behind Nezha U has clearly realized that the technological attribute of a car is directly proportional to the novelty of the technology it adopts-the objective law of this industry. In fact, these scientific and technological functions, coupled with Nezha's U-shaped design preference for strip lights, are really sci-fi.
Of course, a little knowledgeable immediately questioned: these technical and functional industries have precedents, which is not a special trend.
Nezha U really has a technical proof that other companies don't have: Nezha U is equipped with "transparent A-pillar technology" for the first time in the industry, and streaming media display screens are arranged at the A-pillar positions on the left and right sides, which can display the image of the corresponding area in real time through the camera outside the car, effectively solving the blind area problem of A-pillar that has long troubled drivers. Of course, this function is a bit expensive, and it is only available with high allocation.
In terms of price, the subsidy price range of Nezha U is 654.38+03.98-65.438+09.98 million yuan, which is highly coincident with the current target price of young people. ?
How to impress young people?
As a new force to build cars, Nezha Auto naturally targets young people.
The product features of Nezha U tend to have a sense of science and technology, novel design and functional highlights (transparent A-pillar) that others don't have. Thus, Nezha Auto tries to satisfy young people's pursuit of novelty and uniqueness.
The form of Nezha U's listing conference also reflects the fit of young people's tastes-the host of this conference is Wang Zijian who created the "Talk Show after 80s Tonight"; The guest responsible for the explanation of scientific and technological functions is Wang Ziru, founder of Zealer, a vertical media for scientific and technological product evaluation; The story about model design is Lu, who became a male supermodel from the Internet last year.
In fact, the brand's "infiltration work" for young people began some time before U went public.
For example, although Nezha N0 1 is essentially a 2B product, when the animated film Pastime was released last year and the phrase "My life is up to me" was released, the marketing team in Nezha seized the opportunity and decisively signed this IP for cross-border promotion. On the one hand, this move helps N0 1 to gain momentum in the C-end market, and on the other hand, it is also closely related to hot spots to let people know about the brand of Nezha Automobile.
Of course, considering that young people don't have enough money, Nezha U has also launched a financial plan to buy a car with a minimum discount of 10% under the condition of good cost performance of vehicle parameters. The sub-top model with a price of 654.38+079.8 million yuan also introduced a special discount of "returning 50,000 cash in five years". Although some insiders question whether it is necessary to get gross profit in this way, it seems more important to sell more cars at the moment. ?
The product, brand and price are three-pronged. It seems that Nezha U is determined to open up the market among young people.
From 2B to 2C, rebranding.
Obviously, Nezha U looks like an influential product, but its listing also highlights a real problem:
At least for now, the brand influence of Nezha Automobile is a little behind the sincerity of this new car.
Judging from the popularity of Baidu index, compared with the new forces such as Weilai and Tucki, Nezha's awareness among the public is not high enough. However, the lack of brand reach will adversely affect the sales of Nezha U.
In fact, Nezha Auto is not an emerging new car-making force. On the contrary, it was released on 20 14 (it was called He Zhong New Energy at that time, later renamed Why Zhong Automobile, and Nezha Automobile was a sub-brand of He Zhong Automobile) and was actually an old driver in the new forces.
As for why He Zhong Auto sold so many cars, it still hasn't become a "new traffic force". Of course, it is related to its relatively low-key style and publicity strategy, but it is more because of the choice of market route.
Both the founding team and the R&D team of He Zhong Automobile have a background in Tsinghua. Fang Yunzhou, the chairman, is a postdoctoral fellow in Tsinghua University and a participant in Chery's early new energy project. Behind the complete vehicle technology of He Zhong Automobile, there is also the Yangtze River Delta Research Institute of Tsinghua University. Thanks to the professional technical background, He Zhong Automobile obtained the qualification to build a car on 20 17.
According to the pure electric vehicle policy and market environment, the first car Nezha N0 1 planned by He Zhong Automobile in the early years is a product for the B-end/travel market, with small size, low price and just enough battery life.
Judging from the situation at that time, this is actually a logical decision: First, the power of subsidies is still there; Second, the real demand for pure electric vehicles in the consumer market is insufficient; Third, the shared travel market is in the ascendant.
In 20 17, Huaxia Happiness, a real estate developer, invested 125 billion yuan in He Zhong Auto through its travel company He Zhi Travel, which proved the rationality of this product planning decision at that time. Moreover, this strategic investment once brought an ecological response-several car-sharing travel companies invested by He Zhi Travel, such as ponycar and Bage Travel, jointly issued N0 1 a total of 20,000 purchase orders to He Zhong Automobile.
However, with the retreat of the sharing travel craze, these companies have experienced different degrees of operational difficulties; In addition, more and more strict subsidy policy standards and declining subsidies make the business model that pure electric vehicles and travel companies form a community no longer beautiful, and the strategic role of Nezha N0 1 to pry open the B-end travel market becomes embarrassing. Rao, in 20 19, United Auto still delivered more than 1 10,000 Nezha N0 1, ranking fourth in the list of new forces delivering cars.
Of course, this achievement is not so much the product advantage of Nezha N0 1 as the positive result brought by this car company's strong desire for survival.
Because the development of Nezha N0 1 in the B-end market has not achieved ideal results, the strategic position of Nezha U in the whole Nezha automobile business has been further improved: it is not only the first car in Nezha automobile system that is truly built for the consumer market, but also a car that reshapes its brand image.
Fortunately or unfortunately, ordinary consumers don't seem to have a clear understanding of the brand image of Nezha Auto.
Brand building was not built in a day. After Zhang Yong, CEO of 2018, left BAIC New Energy, the C-end marketing of He Zhong Automobile was basically straightened out. Zhou Jiang, executive vice president of marketing, specializes in marketing, signed the IP of Pastime Descent, and only took office from DS in the middle of last year. On the road of enhancing brand awareness and brand power, United Auto does have a "dragon"? Way? Where to? Go ahead.
However, under the general environment that the epidemic has not dissipated and the economic index is not optimistic, and under the industrial environment where a large number of competing products are put in by peers, I am afraid that the "competition for young people" in Nezha U will be a bitter battle.
Conclusion:
Of course, Nezha U and Nezha will fight hard, which is not an isolated case in the industry. To some extent, this new force is similar to Beiqi New Energy: in the wave of pure electric vehicles, all of them focused on cultivating the B-end market in the early days, but with the passage of time, all of them faced the C-end market and began the process of brand remodeling.
However, BAIC New Energy has spent a lot of money to restart a high-end brand Arcfox. Although He Zhong Automobile, which belongs to Nezha Automobile, does not have the resources and energy of a big group, it will not be dragged down by historical burdens.
Previously, when Zhang Yong was the deputy general manager of BAIC New Energy, he was in charge of the Arcfox brand. Now, he drives a Nezha car similar to but different from his former owner. What kind of development curve will he take?
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.