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Author: Zhang Zhidong

Editor: Yang Jing

Editor: He Zengrong

First of all, let me clarify that this is not an article denouncing "refrigerators, color TVs, and large sofas". After all, we all have a "comfortable" driving experience. The question we want to discuss here is how to better break through the homogenized automobile market.

As we all know, among the new forces in car manufacturing,Ideal AutoThe reason why it stands out is closely related to the product definition of refrigerator, TV and sofa. Ideal Auto has filled the space, comfort and other household attributes of its products, which is deeply loved by the middle class.

Where there is demand, there is a market. Ideal Auto, which dared to be the first to try something new, not only achieved profitability first, but also led the pack in sales, claiming that it did not care about the "small gains" of its competitors.

According to data, as of June 30, 2024, Ideal Auto's cumulative deliveries reached 822,345 vehicles, ranking first in total deliveries among China's emerging power brands. On August 1, Ideal Auto announced its July delivery data, setting a new monthly delivery record with 51,000 vehicles delivered.

The bright data seems to show that Ideal Auto has stepped onto the high platform and stepped out of itself. But the question now is, are the killer weapons of Ideal Auto only refrigerators, color TVs and large sofas?

Some people say that refrigerators, color TVs and large sofas are Ideal’s core technologies; others say that Ideal car models are so popular because they have added range extenders and taken advantage of loopholes.

However, when all these began to be copied by other companies, so that all kinds of "half-price Ideal" cars appeared, what should the expensive "genuine" Ideal car do?

In the smoke of price war, major automakers have come up with endless means to manipulate prices, such as price increases, price cuts, and price hikes. There are two main reasons behind this protracted price war: first, to compete for market share in order to continue to sit at the table; second, to rebuild the price system as the new energy vehicle era arrives.

A reshuffle is inevitable, but refrigerators, color TVs and large sofas are definitely not a panacea for changes in the automobile market.

In fact, whenLeapmotor C10After shouting the slogan of "a more ideal home for young people", the momentum of the entire industry to "encircle and suppress" the ideal home has become apparent.

In recent months,LeapmotorThe performance is very eye-catching. The reputation of "value reference" continues to ferment, and coupled with the cooperation with Stellantis to go overseas, the brand power of Leapmotor has been rising all the way, and it is faintly showing the momentum to win the top three.

According to the latest data, Leapmotor delivered 22,093 vehicles in July, setting a new record. It is worth mentioning that on July 30, Leapmotor International shipped the first batch of Leapmotor C10 and T03 from Shanghai Port to Europe.

The rising data shows that Leapmotor is on the right track. Compared with Ideal Auto's products, Leapmotor's main selling point is "similar, but cheaper".

The economic environment is changing. When the middle class becomes the small middle class, will they consider Leapmotor? Or is it easier to expand the market for refrigerators, color TVs, and sofas, which are more cost-effective?

The 100,000 to 200,000 yuan level family SUV market is a battleground.Nezha CarIn fact, I have calmed down and started to pursue the "half-price ideal" path.

Some time ago, Nezha Automobile launched a new model "NezhaL", a mid-size SUV with a starting price of 129,900 yuan. And what's outrageous is that it can also be said to be given a refrigerator, a color TV and a large sofa.

Obviously, the popularity of refrigerators, color TVs, and large sofas is much faster than that of high-end smart cars. In other words, if you want to rely on refrigerators, color TVs, and large sofas to sell differentiation, it will be extremely difficult.

The arrival of the new energy vehicle era has brought more opportunities to major automakers, but it has also set up more challenges and difficulties. Everyone knows that the user-centric and user-demand-centric approach should be taken into account, but is what users really want and need only a refrigerator, a color TV, and a large sofa?

A car is first a car, and then a comfortable "third space".

Perhaps many people will pay for the concept of the third space, but when the so-called third space concept becomes standard, no one will believe how technically difficult and how high the value barriers are for refrigerators, color TVs, and large sofas.

So the question is, how can we sell the new energy vehicles that we have high hopes for at a “premium”?

In fact, if you look closely, there are many new energy vehicles that are expensive and sell well. In other words, it is not that no one spends money to buy expensive cars, but that the "rich and powerful" cannot see the opportunity to buy them.

Taking Ideal Auto as an example,Ideal L9It can be said to be a representative model. Despite its price of 400,000 yuan, it can achieve monthly sales of more than 6,000 units.

And the one who competes with himQJM9, priced at more than 450,000 yuan, has a long-lasting sales volume, reaching more than 16,000 units per month.

In the past, the market regarded BBA as the benchmark of luxury, but now, the opportunities brought by the era of new energy vehicles have made Ideal,Ask the world、NIOChinese car brands such as Toyota Motors and Toyota Motors have entered the luxury car market.

A speck of dust from the times becomes a mountain when it falls on the head of any individual.

At this moment, BBA certainly still owns the market. After all, they have been deeply involved in the luxury market for many years. The accumulation of brand power, accumulation of product power, construction of service system, and the image in the minds of consumers are difficult to shake.

However, the change of times will not be affected by the will of a certain person or a certain company. Only by seizing the opportunity of a moment can we go with the trend. Obviously, the current new energy vehicle market is in such a state.

Faced with the surging trend of the new energy vehicle era, everyone's starting point is almost the same. Even the "three major components" of the past are no longer the only criteria for determining the quality of a new energy vehicle.

Xiaomi SU7Is it a good car? It has achieved monthly sales of over 10,000 units only a few months after its official launch, but judging from the data, it deserves a thumbs up. Little do people know that this car achieved such a success after doing everything right, such as appearance, product performance, price, etc., coupled with Xiaomi's brand effect and Lei Jun's personal charm.

Xiaomi MotorsIs it replicable? Going a step further,TeslaCan it be copied? In my opinion, the answer is no. But it cannot be denied that the success of a car model can be traced.

As mentioned earlier, the success of Ideal Auto and the success of Wenjie have certain commonalities, and the so-called refrigerator, color TV and large sofa are just one of them.

To sum it up simply, there are three reasons why new energy vehicles want to be sold at a premium.

First of all, the brand must stand out.

Ideal Auto has been able to "break the circle" by relying on refrigerators, color TVs and sofas, and has left a good impression on consumers through its product strength, which means that it has established a certain brand image. Moreover, as the first car company to make a profit and approach the middle class among the new forces in car manufacturing, Ideal Auto has maximized its first-mover advantage and left a deep impression on consumers.

Secondly, brand technology support.

The Wenjie brand, after all, belongs to Seres, but the strong support of Huawei technology has given it a layer of "gold". To be frank, are consumers who buy the Wenjie M9 going for Seres or Huawei's technology? Similarly, can the upcoming Xiangjie S9 and Zunjie MPV also attract certain consumers by the same approach?

Last but not least, worry-free service.

The most fearful thing when buying new energy vehicles is range anxiety and energy replenishment anxiety. The 800V platform, supercharger and ultra-fast charger, battery swap system, etc. are all valuable configurations and supporting facilities. Weilai's example tells us that the battery swap system is valuable, and the service is also valuable. When these configurations and supporting facilities can really let consumers experience and see them, people will pay for them.

It's hard to sell a car, and even harder to sell it at a good price.

For car companies in the trend of the times, making cars is a spiritual practice, and selling cars is even more so. However, if you only focus on the "empty appearance" of refrigerators, color TVs, and large sofas, you may really become a "joke".