100 help plan
In the new energy vehicle market, we can see that the price reduction of a new energy product is not frustrating, what is really frustrating is that even if the ** has been reduced, consumers are still reluctant to buy. A high-quality product, or a new energy vehicle that can be loved by consumers, can regain a certain market share through price reductions and terminal discounts. However, if there is no product strength, or new energy vehicles that lack core competitive advantages, even if the price is reduced**, it will still not be able to attract consumers.
For example, Nezha Automobile has been relying on the low-end market to support its sales system, and after the launch of the mid-to-high-end model Nezha S, although it has been repeatedly reduced, its sales have not increased significantly. The data shows that in November 2023, Nezha S's sales will only be 2,296 units, compared with 2,589 units sold in October this year, a month-on-month decrease of 113%。Moreover, from June to September this year, Nezha's sales have not been able to exceed 2,000 units, until they reached 2,589 units in October, and ushered in a month-on-month decline again in November.
You know, Nezha S is a body close to 5 meters, wheelbase close to 3 meters of medium and large cars, the entry-level price is less than 160,000 yuan, such a car has failed to make a breakthrough in sales, which shows that Nezha S in the new energy vehicle market, even in the new car-making forces, has lost the brand value of high-end models.
In addition, in the face of competing models launched by other brands, Nezha S also appears to be uncompetitive. On the one hand, there are many models that are higher than Nezha S** and have better sales, such as Zeekrypton 001, whose overall price and sales are higher than Nezha S, with an average monthly sales volume of more than 6,000 units, and a minimum terminal configuration of more than 260,000.
On the other hand, Nezha Automobile has made a lot of efforts in order for Nezha S to rush to the mid-to-high-end market, but the market feedback of Nezha S is very cold, and the low-** strategy has not been exchanged for market share, and the market effect is far from the expected effect, which shows that Nezha S does not have enough product power to support.
Nezha S should be a key product to reshape the brand image, according to the previous plan, Nezha S will sell more than 10,000 per month within 6 months after it is launched, and more than 20,000 per month within a year. However, it is a pity that Nezha S has a very low awareness in the new energy market since its listing.
Nowadays, the new energy vehicle market is no longer an era when a single advantage can impress consumers, and consumers will focus more on the comprehensive strength of space, brand value, three-electric system, safety, battery life, automatic driving and sense of technology. Therefore, if the comprehensive ability of a product is not strong and the product advantage is not breakthrough enough, then it is difficult to get the favor of consumers.
However, it is a pity that Nezha S has not been recognized by the market. Looking at the entire electrification market, which new EV manufacturer is not giving up its profits in exchange for sales?This is a question worth pondering. Nezha Automobile needs to be improved from the following aspects:
1.Enhance brand image: If a brand wants to gain a foothold in the mid-to-high-end market, it must have a high brand image. Nezha Automobile should work hard in product design, publicity and promotion, so that consumers can see its determination and strength to transform into the mid-to-high-end market.
2.Enhance product competitiveness: In addition to the best products, consumers are more concerned about the comprehensive strength of products. Nezha Automobile should make breakthroughs in the three-electric system, safety performance, mileage, autonomous driving technology and sense of science and technology to create competitive products.
3.Optimize after-sales service: High-quality after-sales service is an important reference factor for consumers to purchase new energy vehicles. Nezha Automobile should strengthen the construction of the after-sales service system to improve consumers' car purchase experience and car satisfaction.
4.Accurate market positioning: Nezha Automobile needs to accurately grasp the pulse of the market, understand the needs of consumers, and formulate product strategies that meet market demand. At the same time, according to different market segments, corresponding products are launched to meet the car purchase needs of different consumers.
5.Innovative marketing strategy: In terms of marketing, Nezha Automobile should abandon traditional marketing methods, use Internet thinking, and carry out diversified marketing promotion through a combination of online and offline methods, so as to improve the market quality of products.
In short, for Nezha Automobile, in order to stand out in the new energy vehicle market, it must improve from many aspects to enhance its competitiveness. Only in this way can we be invincible in the fierce market competition.