Shulou(Shulou.com)11/24 Report--

This article comes from the official account of Wechat: CTOnews.com Wechat (ID:ithomenews) with the original title: "the new car that has just been released has been scolded for changing its name and price?" "author: Yu Zai

Hello, friends of CTOnews.com, I'm Yu Tsai.

Presumably, the old friends who pay attention to the automobile circle will not be strange to "Xiaopeng", will they?

As and Weilai, the ideal of the new domestic car-making power of the three heroes, by virtue of the cool appearance, has a very high popularity.

Just a few days ago, Xiaopeng released a new Pure Electric medium and large SUV--G9.

On the basis of the continuation of the family concept of the design, configuration, technology and other aspects of all upgrades, proper flagship products.

The prices of six different model versions range from 309900 yuan to 469900 yuan and will be officially delivered by the end of October.

In theory, whenever new car-building forces release new cars, not only will share prices continue to rise, but also trigger a craze for consumers to order.

This time, however, Xiaopeng fell into a completely different situation.

After the release of the G9, Xiaopeng fell sharply in both US and Hong Kong stocks, down more than 10 per cent.

Taking the current 51.5 yuan of Hong Kong stocks as the benchmark, compared with the price of more than 200 yuan at its peak, it is only 23%.

Many consumers who had booked blindly before the release also scrambled to unsubscribe.

A random search in the forum of automobile App is full of posts of "unsubscribing".

It is inconceivable that there is such a strong reaction from the stock market and consumers at the same time.

It is hard to imagine that Xiao Peng will usher in Waterloo at the juncture of the launch of the new car.

You know, Xiaopeng is confident about the G9.

First it claims that the G9 is a product sharpened every eight years, then it says it is the best SUV in 500000, and even defines it as the benchmark of a new era.

Although these words are marketing means to a certain extent, it is not difficult to see Xiaopeng's confidence in G9, but the reality has given Xiaopeng a resounding slap in the face.

As the saying goes, "things are abnormal for a reason". It is impossible for Xiaopeng G9 to turn over without a reason.

So Yu Tsai lurked into the forum of Xiaopeng car to find out.

After browsing the feedback of a large number of consumers, I found three major reasons for the rollover.

First of all, the naming logic is confused.

Xiaopeng uses the method of "number + letter" to name the vehicle, in which the number represents the CLTC life data and the letter represents the configuration.

For example, the G9 is divided into six types: 570G, 570E, 702e, 650E performance version, 650X performance version and 650X commemorative version.

The higher the number, the longer the mileage, and the configuration is increased in the order of G-E-X.

For car owners who are already Xiaopeng cars, the division of this naming and configuration is clear, but for new consumers, it is easy to be confused.

Take 702e and 650e, for example, purely from the point of view of naming, most people will think that the configuration of 702e is higher, but in fact, 650E is the one with higher configuration.

Moreover, only by studying carefully can we find out what kind of configuration G, E and X are equipped with.

This unclear naming method will increase the cost of understanding for consumers, and not everyone has the patience to study it.

Secondly, the configuration is not satisfactory.

During the warm-up phase, Xiaopeng officials said that the G9 will be equipped with three new technologies-the 5D music cockpit, the XNGP pilot aid package and the 4C supercharge battery pack.

Originally thought that these are standard, in the end all need to choose, the price is not low, respectively: 22000 yuan, 28000 yuan, 10,000 yuan.

Even the best-equipped 650X commemorative version costs an extra 10,000 yuan to have a 4C super battery pack.

There is a huge gap between the actual configuration and imagination, which disappoints a large number of consumers.

Generally speaking, the minimum version of each model is the best-selling one.

However, as the lowest configuration of the G9 series, the 570G is too rudimentary.

The price is 309900 yuan, which does not even have the most basic driving assistance function, which is basically equivalent to an electric car with four wheels.

In the end, the price was unexpected.

Before the release of the G9, the psychological expectation of potential consumers for pricing was about 270000. As a result, the price of 309900 yuan was directly blocked at the press conference.

Coupled with the relatively low configuration, many people were persuaded to quit.

Thus it can be seen that the overturning of the Xiaopeng G9 is inevitable, and there is more or less the inner flavor of "universal and faith".

Obviously has the potential to become a popular style car, but in the price and configuration of the lack of sincerity, and these two points are directly about whether consumers buy the core.

Since you can't satisfy the consumers, the consumers can only let you down.

Finally, based on the feedback from the majority of users on the difficulty and high cost of choosing the product configuration, Xiaopeng made a comprehensive adjustment less than two days after the release of the G9.

Re-adjust the product naming logic and price configuration, reduce the difficulty of user selection, and standardize the intelligent and luxury configuration.

According to official information, the G9 uses the new "CLTC mileage + Plus / Pro / Max" naming method, and two new models have been added.

Oh, my God, this way of naming, Apple is an expert!

With this adjustment, some consumers choose to change their mind and reorder, of which the 702Max version is the most popular.

Although Xiaopeng's adjustment is very fast, heard the voice of the users, very bold, but Yu Zai felt that really not very good-looking.

As a new car just released, the G9 was scolded by netizens for urgently changing its name and price. This is the first time that a big girl has been on the sedan chair.

This situation, for a mature car company, is more or less like a joke, embarrassing cancer is about to be committed.

In fact, in addition to the G9 rollover incident, Xiaopeng has been shrouded in the shadow of two restrictions on its development.

One is naming.

Xiaopeng is named after its founder, he Xiaopeng, and it is common to use his own name as a car brand, but only Xiaopeng is labeled as "rustic and stingy".

Admittedly, the name has nothing to do with the power of the product, but it will affect the choice of consumers.

Compared with the coming and ideal, the name Xiaopeng has no "advanced sense" to speak of. At first glance, it doesn't sound like a good brand.

In this way, it will affect the image of Xiaopeng in the eyes of the public, and then delay the long-term development.

The other is positioning.

Although he is one of the three heroes of the new car-building forces, Xiaopeng's previously launched P5, P7 and G3 all belong to the middle end, and the G9 is the first model to move towards the high end (with a starting price of 300000 as the standard).

However, moving forward from the middle end to the high end is an extremely difficult road, and the situation of domestic mobile phone manufacturers is a good reference, which is difficult to be accepted by the public for the time being.

Look at the Weilai next door, the newcomer positioning high-end, released the price of more than 500000 of the ES8; to gain a firm foothold, and then launch the price of 400000 ES6, the acceptance is completely different.

This feeling, Yu Zai may not be appropriate to describe: high-end sinking-close to the people; mid-end uplink-detached from the masses.

Of course, Xiaopeng is by no means useless, and it is not doomed that there will be breakthroughs in the future.

On the one hand, some of its technology is at the leading level of the industry, on the other hand, he Xiaopeng is really building cars with his heart.

With technical strength, determination and belief, it is possible to achieve greater success.

However, there are not many opportunities for him to make mistakes, and if the G9 is done again, it is easy to make the public feel that the brand treats the product release as playful and unreliable.

In addition, there is not much room for mistakes. The electric car market seems to be booming, but in fact it has long been bloody, and it is particularly difficult to survive under the competition of many manufacturers.

As for Xiaopeng's future, it is not only man-made, but also resigned to fate, and the same is true of all car companies.

Whether it is Wei Xiaoli or other new forces made in China, such as Jie Jie, Avita, Zhiji and so on, Yu Zai hopes that they will always believe that something good is about to happen.

It is a pity that in the end, it is impossible to escape the situation of "the big waves go to the end, and when the sand comes to an end, you will see the real gold."

Therefore, we can only wait and see who will be eliminated and who will break through the tight siege.

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