current position：Home>Sticking to the low-end market, how far can Nezha go?
Sticking to the low-end market, how far can Nezha go?
2021-08-24 23:37:05 【Wechat automobile】
First half of this year , Nezha's sales performance in the new energy market can be used “ rise rapidly ” To describe . By 7 End of month , The amount of insurance on Nezha's car has reached 23285 car , Wei Xiaoli, second only to the first echelon of the new forces of car making .
however , There is a big hidden danger in Nezha's sales distribution .
From before this year 7 According to the insurance volume data of last month , Although Nezha's market performance is increasing month by month , However, the dependence on a single low-end model is too strong . front 7 Last month, Nezha's car insurance volume reached 23285 car , The main contributions come from Nezha V, This car was built before this year 7 The insured amount for the last month is 19348 car , Account for the total insurance volume of Nezha's car 83％.
Which zha V It is the third model launched by Nezha automobile , This small SUV The price range after subsidy is 5.99 ten thousand -12.08 Ten thousand yuan , But what really sells is 5.99 ten thousand -7.59 Models in the 10000 yuan range . At present, among the three giants in the first echelon of new car building forces , The average selling price of Weilai exceeds 40 Ten thousand yuan , Ideal ideal ONE The price is 33.8 Ten thousand yuan , Xiaopeng sells P7 Price range: 22.99 ten thousand -40.99 Ten thousand yuan , And its sales volume is higher than that of Nezha V Still high .
thus it can be seen , Although Nezha car relies on Nezha V The market performance of seems to be close to Wei Xiaoli in terms of sales , However, if the price factor of its models is also introduced into the comprehensive competitiveness of enterprises , More than 80% of sales are not enough 10 In fact, there is still a big gap between the Nezha car of 10000 yuan model and the first camp . And the more Nezha relied on Nezha V To increase sales , The gap with the first echelon will become larger .
Actually , Nezha also promoted its brand before 、 The idea of upgrading models . After the launch of the first model, Nezha N01 after , Its second model, Nezha U It's aimed at improving the power of products . But Nezha U The market performance of has been inferior to that of Weima at the same level EX5 He Xiaopeng G3, The delay can not bring obvious pulling effect to Nezha's sales , It also made Nezha gradually give up the position of its main model , Turn to support Nezha who contributes more to sales V.
From before this year 7 The last month's Insurance volume data can be seen that , Which zha U before 4 The monthly insurance volume is less than 100 units in a single month , stay 4 At the end of this month, the new Nezha was listed at the Shanghai Auto Show U Pro after , Its sales volume ranges from 5 It began to rise slowly in January .
But here's the thing , Nezha listed at Shanghai Auto Show U Pro Price range: 9.98 ten thousand -15.98 Ten thousand yuan , Than Nezha before U Of 13.98 ten thousand -19.98 The price range of 10000 yuan has been pulled down as a whole 4 Ten thousand yuan . And with Nezha U Weima at the same level EX5 Price range of 14.68 ten thousand -19.88 Ten thousand yuan , Xiao peng G3 Price range of 14.98 ten thousand -19.98 Ten thousand yuan , The entry-level model is better than Nezha U Pro Higher than 5 Ten thousand yuan , The top model is also better than Nezha U Pro Higher than 4 Ten thousand yuan , But Nezha U Pro But failed to take advantage of sales .
Through Nezha U Pro Want to compete in the market at a low price , But it failed to get the expected advantage in sales. The result can be seen that , Nezha's low price 、 Cost effective tactics are just right 10 Models below 10000 yuan are easy to use . Because consumers who buy this level of models have a relatively limited budget , They pay more attention to the purchase cost and cost performance of the car , The requirements for function and comfort are not so high . However, when the product level rises to 15 After ten thousand yuan , Users are more concerned about the product experience , The demand for price is not so strong , This clear demand greatly limits the playing space of Nezha car in the price war .
however , Immersed in the joy of rising sales, Nezha didn't seem to realize , Hitting the market through low-cost cars can really bring an increase in sales in the short term , But it has been buried in the middle and low-end market , There will be great limitations on the long-term development of the brand .
also , Besides Nezha car itself , Its partners also agree with Nezha's practice of developing medium and low-end models .
This year, 5 month 11 Japan ,360 The group announced to lead the investment in Nezha automobile D Round investment , And become the second largest shareholder of Nezha automobile . Nezha car and 360 The cooperation itself is not very favored by the outside world . Zhou Hongyi disclosed at the previous press conference , Due to Wei Lai 、 Xiao peng 、 Ideals are on the market , Traditional car manufacturers don't need him much , So he has less room to choose . The implication is that Nezha's car is just 360 Go back for the next choice .
For Nezha car , Now in the new energy vehicle market , The competition of electrification is not the most critical , Intelligent competition is the core . However ,360 No achievements in key intelligent interaction and automatic driving , And other car companies BAT、 Huawei and other technology companies jointly develop intelligent electric vehicles , Nezha's car came from 360 There is not much support that can greatly improve the product power .
therefore ,360 Looking for Nezha car is just to catch up with the tail of the transformation to smart car , And Nezha chose 360 More for financing and future IPO Make an endorsement , The cooperation between the two sides was not based on a clear vision and long-term goals , It is difficult to judge how high this cooperation can bring Nezha car , But Zhou Hongyi as 360 Boss , But has begun to intervene in the development orientation of Nezha automobile .
stay 360 At the press conference of investing in Nezha automobile , Zhou Hongyi put forward his own views on the price range of Nezha's products , He made it clear that he would lower the price of Nezha's car to 10 Ten thousand yuan or so . from 360 A series of actions of investing in Nezha car can be seen , Zhou Hongyi now has a great voice in Nezha car , And he gave Nezha's future positioning , It is likely that the focus of Nezha's development will be confined to the low price range, which is difficult to change .
In Zhou Hongyi's car to Nezha “ Set the tone ” after , Nezha's car also followed his train of thought “ Building cars for the people ” The slogan of the . If you are familiar with the new energy vehicle market, you may feel familiar with the slogan of Nezha automobile , This title is similar to that of BAIC new energy long ago “ National car ” There are great similarities in the tone .
That year , BAIC new energy, as the earliest enterprise to develop electric vehicles in China , rely on “ National car ” Low selling price 、 Cost effective strategy , In one fell swoop, he won the title of sales volume champion in the pure electric vehicle market , And won the title for many years . however , It is precisely because of the high sales performance of national cars for many years , Let BAIC new energy too indulge in the achievement of sales champion , Devote a lot of energy to promoting national cars 、 Increase sales figures , But ignore the research and development of higher-level products , This led to the rapid fall of BAIC new energy when the tide of intelligent electric vehicles swept across .
meanwhile , The national car image created over the years has also been attached to BAIC new energy “ Low end products ” My hat is hard to get rid of , Even the high-end brand Jihu launched by BAIC Blue Valley has been directly affected .
Now for Nezha cars , It seems to be following the old road of BAIC new energy in the past , If we keep on developing 10 Products within 10000 yuan , In recent one or two years, it may indeed catch up with Wei Xiaoli in sales . But a lot of energy is spent on building medium and low-end models , Ignore the shaping of the product power of high-level models , It will make the product dimension of the enterprise narrower and narrower , At the same time, the brand will also be shaped by consumers , It is not conducive to the long-term development of the enterprise .
author[Wechat automobile],Please bring the original link to reprint, thank you.
The sidebar is recommended
- Traffic police remind: once you catch this kind of car, you can directly detain it. Many car owners have been recruited
- The most powerful auto driving brain challenge starts in Chongqing [picture]
- Another "Big Mac" is listed, which is comparable to the range rover and the benchmark of American luxury full-size SUV
- Girl harvester? Maserati "Levante" special edition will land in Chengdu auto show, breaking 100 in 6 seconds
- The 2021 Skoda express is sent to the store. The gray coating is advanced, the power output is smooth, and the price is reduced
- The price is up? The new "Mercedes Benz C" was photographed in the store! The interior is comparable to that of Mercedes Benz S, which was launched at Chengdu auto show
- The good car in my eyes is mainly recommended to buy a car in the graduation season. It's right to choose these three small SUVs
- This is the real "domestic Prado"! 600 real tanks exposed, Chengdu auto show will be unveiled
- Online car Hailing orders rebounded in July, and the effect of the "money burning" war in the industry began to show
- Jinkang xilis CEO was removed from office for eight months, and Xiaokang's share price rose six times
guess what you like
With large space and long range, no wonder it is one of the best-selling compact pure electric SUVs
Why can't Volkswagen electric vehicles be sold in China?
Since September, there have been new changes in the sales, listing and on the road of electric three / four wheeled vehicles, some people are happy and others are worried
Does anyone dare to challenge it? You can easily buy it with a monthly salary of 8000! Ruicheng CC vs Baojun rc-6
Audi designers were supposed to "return from a good car", but no one bought it from less than 50000!
600 billion a month! The higher you climb, the worse you fall?
The reputation of Volkswagen Tiguan L is so poor, it's better to consider these medium-sized SUVs
God car debut! Sure enough, I didn't wait in vain! Don't see regret! Mingjue HS vs ga6
Equipped with dual motor pure electric crossover suv, the new Guinness Seth gv60 real vehicle
The appearance is fully upgraded and the interior is full of science and technology. The official map of the overseas version of the new Jeep Commander
- After the high-speed price increase of etc, there is a new policy
- Not afraid of the opponent's "provocation" new LX exposure
- How many years will the RV be scrapped? How long can the RV live
- The new Mercedes Benz C-class all terrain releases all terrain mode to stimulate wild instinct
- Toyota LQ's official road test, stunning debut, sounded the charge of "mobile travel"
- Be decisive! Will you consider the salary of 8000 a month? Langyi vs trumpchi ga6
- What do you think of GL8? GAC Toyota Saina's price is suspected to be exposed, and the beggar version is only 276800
- Personalized domestic family car PK: BYD Qin Pro vs. xinbaojun RC-5
- "Qi injury" Li Xiang, "negative" Li Yundi, Lin Zhixuan's pattern lost to Bridget?
- 2021 Mazda 3 offers another discount! Young appearance, sports, stable power output, true value
- The new Kia telluride has a very hard off-road vehicle style and is equipped with a V6 engine
- Modern Countach in the 21st century
- Not to mention the Audi A4L, the Mercedes Benz C-class doesn't have its style. It is equipped with a V6 engine
- How to fasten the "seat belt" for automatic driving?
- It's a good choice to go out and play! 8000 a month to buy this car? Southeast DX7 vs song Pro
- The strongest small SUV! The grade is not inferior to Honda xr-v! Domestic 70000 yuan, high quality and low price Southeast DX3 vs Baojun 510
- Euler cat GT named "Mulan", mellow and cool SA coexist
- Another luxury car bow! The monthly salary is 8000. Don't worry about raising it! D60 vs jetty x95
- Book 33 in 1 minute, and BYD dolphins are officially on sale. The 2.7m wheelbase / 400km endurance is really fragrant
- The overseas road test of Mercedes Benz gle has been exposed, and the detailed design has been adjusted. It is expected to be equipped with 48V light mixing system
- Tank 600 real vehicle exposure: since it is the "shell change" of Harvard H9, 250000 cases are the most suitable!
- Whole job? Interior dual screen with "spherical" shift lever! Genesys gv60 official map release
- Test drive Rolls Royce curinan in Speedway
- The new car is positioned under the colorful wisdom, and the "fit" SUV version? Honda's new generation br-v will be released in November
- Mazda strength proof! The new car is more beautiful than Civic. Equipped with 6at, the fuel consumption is 6L, and the handling is comparable to that of the 3-Series
- Another luxury car can't hold up. Only 460000 imported + 4WD. The interior is more luxurious than BMW. No one bought it
- Buick's "trump card" will be new, positioning the new standard of MPV market and the new experience of integrated intelligent cockpit
- Audi finally broke out. The new car is more beautiful than the 3-Series. The 2.0T engine breaks through 100 6.6 seconds. What class C do you want
- Change the car oil every 5000 km? Don't be silly. Remember this schedule. There are 80% fewer car problems
- It's a good car that even Xiaoke is afraid of! 4WD belt lock fuel consumption: 7L, difficult to operate for ten years
- It cost 70000 tequila. What are its advantages and disadvantages? The riders talked about their true views
- The shortage of chips has reduced the cumulative production of 5.96 million vehicles in the global auto market
- 2021 "China's good voice" has been published for the tenth anniversary, but the score has become the penultimate in history
- 3.8 million yuan McLaren 720s "buy one get one free"? It makes people laugh when they see the car at the store
- Which is better, naturally aspirated or turbocharged? The repairman told the truth. I hope you made the right choice
- The new Porsche Cayenne coupe lava orange is very handsome
- The sword moves in the wrong direction, but it is not empty. The new anksila continues to be personalized to the end
- Why do handsome men and beautiful women in Chongqing prefer Xingrui? It's delicious to buy 2.0T for 110000 yuan and break 100 in more than 7 seconds!
- On August 28, it appeared and exposed the spy photos of Saina Sienna of GAC Toyota
- Evergrande built a super run with "the strongest surface"? Production will start in 2023, with a price of more than ten million yuan