In the car industry, the most sensational thing yesterday was Huawei Wenjie M9, as far as the eye could see, there were words such as "the best SUV within 10 million", which made me sigh that the model that started with the word "9" is really a newborn calf that is not afraid of tigers.
On December 26, the M9, which has been warmed up for more than half a year, was launched, with a total of four models and a price range of 46980,000-56980,000 yuan. At the press conference, Yu Chengdong, Executive Director of Huawei, CEO of Device BG, and CEO of Intelligent Vehicle Solutions, praised the M9 and impassionedly called it "the best SUV within 10 million yuan, and the strongest SUV that can be seen on land".
Wenjie M9 is indeed full of "black technology", but Yu Chengdong's mouth full of "strongest" and "best" makes me, a person who studied advertising, laugh. If I'm not mistaken, the New Advertising Law prohibits the use of prohibited words such as "national", "superlative", "best", and "strongest" in advertisements, so many advertising companies have begun to stop using the adjective "most".
But now, it seems that the "Advertising Law" can no longer control the new forces of car manufacturing, and words such as "strongest" have been flooded. Since when will the quality of a car start to compete in the "gimmick"?Could it be that the road to the impact of some car companies on the high-end is to pull the ** up, and then attach a slogan of "the best xx within xx million"?
lA gimmick with a sense of disconnection
Today, I will not talk about the M9, because Huawei's technology has always been "far ahead", there is no doubt about it. So in Huawei's Hongmeng Zhixing programM9,The body is naturally a collection of thousands of "black technology"As a whole,It is natural to be excellent in intelligence and intelligent driving,Just ask the worldM9The ten screens on the car surprised me,Its sense of luxury and science and technology naturally match it**。
There is no need to spend time on a list of numbers to talk about the various high-tech aspects of the M9 that everyone is already familiar with. Today, I would like to talk about some of my views on the current industry through the listing of M9.
This time, Yu Chengdong did his best to describe the M9, and it is difficult not to think of the "best family SUV within 5 million" of the ideal L9, the "best SUV within 500,000" of Xpeng G9 and the original launch of the M7, Yu Chengdong also claimed that "M7 has the design of more than one million luxury cars", and even the "best pure electric SUV within 300,000" of Hengchi 5.
I have to admire their self-confidence, a 450,000 said that he was the strongest within 5 million, and a 500,000 said that he was the strongest within 10 million, is the next new car with a "9" going to start saying that he is the strongest within 100 million?
The development of new energy vehicles has indeed led to the rise of domestic brands, and even began to overtake in corners, which has also made a number of new forces spring up like mushrooms after a rain, and various industries want to come to the automotive industry to get a piece of the pie. In the context of globalization and digitalization, intelligence is indeed the trend of the times, and the competition in the automobile market has once reached a white-hot stage.
In the new energy era, brand upward is the trend. Therefore, when the new brand of electric vehicles** is gradually rising, and even challenging the leading players of luxury traditional brands, I think this is a welcome sight, because it represents self-confidence. But when more and more so-called slogans such as "the strongest within 10 million" and "the best within 5 million" emerge in the market, the sense of separation that only sells 500,000 or 450,000 is wonderful, and I wonder whether this should be defined by "confidence" or "lack of confidence".
Moreover, this phenomenon mostly occurs in the new forces of car manufacturing, all kinds of gimmicks are at your fingertips, and marketing methods are playing vigorously. Could it be that for the new forces, the brand is up, just the first up, the slogan and the product up?
lGimmicks can't make the brand up
Looking back at the history of the automotive industry, a luxury brand has never been a high-end or luxury product, not a stack of black technologies. The gold content of the word "luxury" is not shouted by shouting slogans, and selling 500,000 yuan for 10 million configurations is not luxury, which is "cost-effective";Spending 500,000 yuan to buy a "standard" is still crowded, this standard is "luxury", and people are willing to pay for the premium of their brand.
The new forces have just built a car for three years and five years, and they dare to shout that they are the best cars, self-confidence is a good thing, but in the final analysis, it is a lack of precipitation. Originally, it was a cross-industry car, and at the moment when new energy vehicles were prevalent, it was made, and it was at a price point with a century-old Mercedes-Benz and BMW, and there were still many people who bought it, which made people sigh "Adult, the times have changed".
Back to Huawei's Wenjie M9, it can be called a mobile technology house, but it has four more wheels. The M9 press conference is all about the interpretation of black technology, and there is no mention of some really worth thinking about about the "brand" and "value", and there is no mention of the brand's upward movement, and there seems to be only the ideal of competitors in the eyes, and who has been defeated in which black technology.
Looking at the price of Wenjie's products, it is not difficult to guess that Wenjie wanted to be a mid-to-high-end brand from the beginning, and it is also what netizens said that "Wenjie does not pit the money of the poor". However, if Wenjie really wants to become a high-end brand or even a luxury brand, it can't just rely on "black technology" to complete the road to brand improvement, and rely on the gimmick of "the best within 10 million" to bombard consumers with sugar-coated shells, and then realize brand improvement.
This also applies to all new forces and new brands that want to take the high-end road, and the reason why traditional luxury brands have become luxury brands must have their laws and essence for a hundred years, which need to be discovered and precipitated by new forces. At that time, it was not too late to talk about the high-end of the brand, and it was not difficult to make people admit the gold content of its luxury cars
lQingdong Reviews
The brand is destined to be a long road full of thorns, and the "sense of value" is the first challenge that domestic brands will face in advanced luxury, rather than the "best" and "strongest" that come with their mouths, not the car companies themselves, but the time and the market to make the final decision.
As a Chinese, I look forward to the luxury brands made in China everywhere, but the road is long, and I will go up and down to seek.