1, marketing is completely backward, whose pot?
It is a pity, however, that Weilai announced that ET7 would achieve a cruising range of 1 0,000 kilometers as early as NIO Day on October 9th, 65438. Therefore, Gaohe's move is not new in the industry and has not caused any waves. This is one of the important reasons. The Futures Marketing Law, which was not mass-produced until the end of 2022, can be considered as an inheritance of the former. Of course, the ugly point is plagiarism.
If marketing can't keep up, it's just a small problem. More communication with the industry and more attention can be solved immediately, but if the sales strategy for users can't keep up, it can only show that the sales team really has a big problem. After all, as a new energy luxury brand, you can't get close to users. Why should I hug you?
It is also the battery pack above, which is classified into a so-called "Gaohe Energy Upgrade Plan". Objectively speaking, the initial intention of this plan is good, and it solves the mileage anxiety of users with ultra-high battery life, but the problem lies in the launch time-65438+February 2022, and it will be implemented in the first quarter of 2023. The service is valid until the end of 2025.
First of all, literally speaking, Gao He's move still belongs to the category of futures marketing. If the first person who uses this method is a genius, I don't know how to describe the second one.
In addition, the time to market of this battery pack coincides with Weilai ET7 (please click on the link: the puzzle of Weilai mass production of solid-state batteries). Unlike Weilai, it won't accept reservations until the end of next year, and it won't be implemented until 2023, so whether this battery pack can come out is still a huge question. Is there any practical significance in doing so now?
In addition, in view of the sales measures of several newly launched models, Gaohe Automobile has introduced the "Qixin Courtesy", and its rights and interests include: the over-long vehicle warranty (5 years/654.38+0.5 million kilometers) and the over-long three-power warranty (8 years/240,000 kilometers). According to EMF, many new energy brands have launched the three-power lifetime warranty, and there are even many vehicle warranties, such as Chery New Energy Ant.
Then, why can 60,000 pieces of Chery new energy be guaranteed for life, but not the most expensive new energy Gaohe automobile in China? Is this because Gaohe Automobile has no confidence in its product quality and technical strength?
There are many kinds of cars made by the new forces, and Gaohe automobile is the most pretentious one. Challenge 800 thousand domestic cars as soon as they come out. The future of the last one is gone. Can Gaohe be far behind? At least judging from the problems exposed in this conference, Gaohe still doesn't understand how to be a new energy luxury brand.
So, what's the problem?
2, the ecological road is black.
Although there is Xiaomi's obstacle, judging from the above-mentioned lackluster business policies and backward marketing methods introduced by Gaohe, it is not wrong for Gaohe to be submerged in this marketing. On the contrary, some participating media seem to prefer to forward and ridicule Ding Lei's eco-criticism.
Looking back, Ding Lei's resume in LeTV may not be brilliant, but the brand positioning and product homogeneity of Gaohe and FF show that Ding Lei did not waste that time. Although Jia Yueting lost to the United States, the mantle of making eco-cars in China was perfectly inherited by Ding Lei (please search for details: Ding Lei continues its eco-dream).
This time, Ding Lei still didn't forget to narrate his dream:
"Gaohe Automobile, practicing the integration of road and city, will become a value co-creation platform for building Internet ecology, technology ecology, content ecology and traffic ecology. HiPhi X will rely on a number of forward-looking technologies that lead the world to continue to bring users the luxury experience of TECHLUXE technology, enjoy superior driving and lead the journey to the new world. "
"In the future, smart cars must be connected to roads and cities. If you don't connect, you will build a car behind closed doors. "
Why did Ding Lei repeatedly emphasize ecological argument? Doesn't he know that the word ecology has long been a negative label in the industry? Is it the propagation effect of Gaohe Xudong's disaster? Or, after so many years, Gaohe Marketing Department hasn't thought of a better communication strategy, so it can only stir-fry cold rice?
For Ding Lei's ecological theory, there is probably an explanation in the industry: unlike other new forces that simply build cars, the core of Chinese Express's car-making logic is to play with ecology. The so-called high-end cars are just tools to realize ecology. Compared with an automobile factory, such a complete ecological construction can attract more attention and investment from Zhangjiang in Shanghai and Yancheng in Jiangsu.
Indeed, unlike other new forces that release financing news from time to time, Chinese Express has not released any financing news since its establishment on 20 17, so where does its money come from? On this issue, Ding Lei once revealed to the media: Chinese Express invests in East Coast funds and other industries, and does not raise funds from the society for the time being.
However, EMF inquired about several funds signed by the East Coast in Tian Yan, all of which are small-scale companies, and it is difficult to support the tens of billions of capital needs of Chinese Express to build luxury cars and create ecology. And we haven't found any internal connection between these companies and China Express.
Ding Lei did not deny the government's input. He publicly stated: "Chinese Express has original capital and government investment from the United States. There is no plan to start social private placement for the time being, and there will be no A, B, C and D rounds of investment. "
How much does it cost to build a car? Li Bin said, unless it is 20 billion yuan, you can't go on the road. Last night, Lei Jun directly announced $654.38+000 billion, and even gambled on all his honors and wealth. What about the positioning of Gaohe, a luxury brand that particularly needs to spend money? For Ding Lei, who relies on local investment closely, it is not a problem to see money at present, and there is no need to gamble all the money with Lei Jun so foolishly. Anyway, there's a place to take care of him.