Everything seems so quiet and beautiful, just like the song "Chengdu" sings, "I have never forgotten you in that rainy town, only you can't take it away from Chengdu." Indeed, I have not only gained friendship and deepened my love here, but more importantly, I have learned to cherish everything I have and work hard for my future goals. So under the torrent of emotion, it is my gratitude for it.
After the lyrics, I got to the point. After graduation, I became a small editor of a car media person. The main purpose of this trip is actually to participate in the 2020 Chengdu International Auto Show. It is undeniable that the cross-border "black swan" triggered by the epidemic has shrouded the whole world in a dark and sad atmosphere. Although all walks of life are constantly rejuvenating thanks to the good situation of fighting the epidemic in China, some sub-sectors are hard to heal in a short time, and the automobile market is one of them.
Therefore, 2020 Chengdu International Auto Show, as the first large-scale event that the epidemic has dissipated, shoulders the role of boosting the confidence of the market and OEMs. On the day before the opening of the auto show, we can find that almost all the participating brands have appeared on stage, trying to sweep away the decline in the first half of the year. Among them, especially a group of new forces that are still at the forefront, bring brand-new products, and at the same time tell the outside world that "some people continue to go up and some people fall into the abyss", not only the second half of the sentence is being fulfilled.
After visiting the museum, I got on the bus back to the city online and chatted with the driver. I found that Chengdu people's acceptance of electric vehicles is much higher than expected, and the laying rate of charging infrastructure is not inferior to that of super-first-tier cities such as Shanghai and Beijing. Looking out the window again, Tesla, Tucki, Weilai, Ideality and even Xinte, the new power cars passing by from time to time seem to give people an illusion, and "Bashi" Rongcheng has become a gathering place for them to adapt.
So it is necessary to go to the field to find out whether the above conclusion is right or wrong.
Delighted weilai
The first stop is Weilai NIO on Tianfu Avenue. House. Not surprisingly, from the perspective of scale and external design, the first impression that the former brings to consumers is that this new venture has the momentum and style of not losing luxury brands such as BBA. When you step into the store, Weilai fellow will make you feel kind and thoughtful service in a peaceful tone. What's more commendable is that no matter any Weilai store, this experience has remained at a high level.
After indicating my intention, the fellow villagers who received me chose to patiently introduce Wei Lai's situation in Chengdu. "At present, our city has a NIO? House, three nio? Space, and there are four power stations in the city, all of which have the scale of 5 batteries, ensuring that there are 20 reserves for car owners at any time. " It must be admitted that in April, the state officially incorporated the power exchange mode into the supplementary measures for new energy promotion, which can be said to have given Weilai a free "soft and wide".
From the users who came to see the car in a short time, it was learned that the great factor that prompted them to choose ES6 or ES8 was the free lifelong power exchange policy for the first owner. At noon on July 23, the Ministry of Industry and Information Technology announced that it would vigorously promote the construction of power exchange infrastructure and encourage enterprises to develop power exchange models. As soon as this news came out, it once again proved the correctness of Weilai's "power exchange mode" five years ago.
At the same time, this auto show Weilai will also bring its third production model-EC6. According to shop friends, the potential owners of this model should be younger. In addition to the shape of the coupe SUV, the EC6 is also improved in details compared with the ES6. Therefore, when it officially announced the price and started the pre-sale, the terminal performance was enough to make people look forward to it.
It is reported that the delivery of new cars in a city in Chengdu last month reached about 140, regardless of how much sales supplement EC6 can achieve in the future. Although not as bright as Beijing and Shanghai, it is enough to prove the city's acceptance and recognition of Weilai. In addition, I want to share a small detail that I saw with my own eyes. A female owner of Weilai, who just mentioned the new ES8, still can't use the rear window wiper after driving for a week. A person who helped her park immediately went to the car and taught her how to use it. Sometimes we always say that "details determine success or failure", so Weilai's success is deeply related to its high service quality as always.
However, it must be admitted that with the increasing number of Weilai car owners, how to ensure that the service quality of new car owners will not decline without excessively expanding the service team is enough to become a thorny issue. However, negative gross profit margin and net loss still exist and are inevitable.
Finally, I looked up and suddenly found that he Qin suddenly appeared, walked into the store and nodded with all the shop assistants and car owners, including me. After inquiry, I learned that the Chengdu car owners' conference will be held here, and "customer first" may have been engraved in the bones of Weilai people.
The change in Tucki.
Second stop, go to Tucki Store in raffles city, Wuhou District. NIO more luxurious than design? Dr House said that the Tucki store was "simpler". At first glance, there are not many bright spots except that the huge Logo can attract people's attention. Perhaps because of the epidemic prevention and control, this store on the first floor of the mall only opened the internal entrance.
After going in, I found two groups of young users looking at the car. As soon as the salesperson saw me, he went forward to ask about the demand. After learning about the potential willingness to buy a car, they began to introduce the Tucki P7 related products that have just been delivered. In all fairness, P7, as the second production car in Tucki, has greatly improved its endurance performance, driving quality and shape design compared with G3, and the former also shoulders the heavy responsibility of Tucki brand.
Therefore, since we have spied the "cake" in the high-end pure electricity market, for Tucki, besides products, the marketing level also needs to keep up. However, the current situation is that, in just a few minutes, the front-line marketers are not only introducing the advantages of P7, but also introducing the domestic models of competing Tesla. The shortcomings of 3. Even at first glance, there are posters comparing the configuration and product strength of the two parts.
Here, I'm not saying that this marketing method is not desirable, but I think it may be effective for "Meng Xin", but for those users who already know about the market and the overall pattern, "belittling others and raising themselves" seems a bit low-level or even clumsy.
But what is certain is that we did see Tucki's determination to "change" from P7, and at the national delivery ceremony of this model a few days ago, every detail can also reflect the brand's desire for high-end and advanced. On July 20, 2020, Beijing time, according to its official announcement, it has officially completed the C+ round of financing of nearly 500 million US dollars. Under favorable circumstances, after improving some shortcomings, Xpeng motor will rise faster.
Another ideal
The third stop is an ideal exhibition shop located in Taikooli business district in the center of Chengdu. Actually, I always had doubts before I went. Why do all the new head forces choose to participate in this auto show, but the brand is absent? After entering the store, I threw the question directly to the salesperson who received me.
"Ideal, as a product-oriented car company, actually doesn't care how much exposure the auto show can provide, but does every detail of the model to ensure delivery." To tell the truth, hearing such an answer always feels like two meanings. First, it is true that Li ONE, as the brand's first medium-sized and large-scale extended-range SUV, has achieved good terminal results since it was delivered in June and February last year, and there is no need to promote it through the auto show.
Secondly, after Li ONE, according to its CEO Li Xiang, in the next three years, innovation will be put behind only through continuous OTA upgrade to enhance the product strength of this model. I wonder if it can be understood that Li ONE has only one car and will hardly attend the auto show in the next three years.
As for this offline store whose decoration style is close to Taikooli, it must be admitted that it has really won enough attention for the brand. In the conversation with sales, I learned that if you want to test drive Li ONE in Chengdu, you need to make an appointment in advance. Last month, the delivery of new cars in the whole store reached 65,438+050.
As can be seen from the poster posted on the wall, Li ONE has a retail data of 9,666 vehicles from June 65,438 to June, and has become the leader in China's new energy medium and large SUV market (including hybrid, plug-in hybrid, pure electric and extended-range electric).
However, it can't be ignored that the ideal of crossing Weilai and Tucki and trying to expand the scope always seems so different. There is no product innovation in the follow-up. Under the background of more and more competing models, it is difficult to continue to seize the market only by ONE model of Li One. In addition, the constraints caused by the lack of offline marketing channels can also be seen from the month-on-month decline in terminal delivery performance in June. At the end of this month, the brand will officially position itself as an IPO of the US stock market, becoming the second new car-making enterprise that has successfully listed since Weilai, but the prospect geometry is still unknown.
Explosive Tesla
Mr. Lu Xun once said: "If you don't break out in silence, you will perish in silence." At this moment, it is quite appropriate to apply the first half sentence to Tesla, the new American power. On the way to the museum, when several car companies around the booth heard the noise of rehearsal from time to time, there were only models quietly placed on the booth? S, model? X, model? Three "classic cars", without too much decoration, have a "nothing to do with themselves" attitude.
In sharp contrast, the Tesla store, which is only 200 meters away from the Taikooli Li Experience Store, is already crowded, and potential users who come to see the car are in an endless stream. After entering the store and talking to its sales, I learned, "At present, Tesla domestic models are in Chengdu? 3 Sales are very hot. Although the specific delivery figures are not convenient to disclose, if you decide to pick up the car immediately, the waiting time will be about two months. "
"and it is not recommended to install at present, because it will also lengthen the car delivery cycle. At the same time, since the official implementation of the subsidy threshold of 300,000 yuan on July 23, Tesla domestic models? 3 After that, it is recommended to choose only one of the wheels or the special car paint, because both of them will not be able to enjoy the new energy subsidy of more than 20,000 yuan at the same time. " After listening to the introduction, there is always a feeling that Weilai has opened the "door" of users and the market through services, and Tesla is like an Apple mobile phone, buying people's hearts with the ultimate technological experience.
Just like store users, most of them are young people aged 20-30, and they have a high degree of acceptance of new things and front-end functional experiences. At the same time, the lack of details of the vehicle itself is often negligible, which explains why Tesla can achieve outstanding sales results in such "rough" details.
Just before, its Q2 financial report was officially announced. The data shows that the revenue in the last quarter was 6.04 billion US dollars, down 5% year-on-year; The net profit was US$ 654.38+US$ 004 million, compared with a net loss of US$ 408 million in the same period last year, turning losses into profits, which is also the fourth consecutive quarter that Tesla achieved profits.
In the downward trend of the global automobile market, it is not easy to achieve such results. On the other hand, in the China market, Tesla, which broke out in silence, quietly crushed all the new car companies in China with its powerful terminal performance. However, under the fame, its crisis is slowly emerging.
In a word, after visiting several new leaders in a short time, we can find that they are all optimistic about Chengdu and Chengdu, and the dialect is "Bashi". Only under the background of the transition from "subsidy era" to "market era", "danger" and "opportunity" often coexist. So for these temporary leaders, a little carelessness will still lag behind.
Text/Cui
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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.