In the current automobile market, Huawei's cooperation with the Wenjie brand can be said to be like a fish in water, and the momentum is strong. Take a look at the numbers: 24,468 new vehicles were delivered in December, a year-on-year increase of 1412%, that's shocking, right?Among them, the star model Wenjie new M7 is even more dominant**, with 20,611 units sold in a single month, accounting for most of the sales of the month, and the cumulative order volume exceeded 120,000 units, which shows the degree of popularity. However, it is also a child of Huawei's family, and the performance of Zhijie S7 is a little unsatisfactory.
We all know that in the independent new energy vehicle circle, various brands generally can't wait to post their sales report cards for the previous month at the beginning of the next month. But since his debut in November, this Zhijie S7 has kept a low profile and has never taken the initiative to disclose sales. The data circulating on the Internet tells us that the Zhijie S7 produced 115 units in the first month, even taking into account factors such as the just listing, production capacity ramp-up and incomplete monthly statistics, by December, its expected weekly sales will be more than 300 units, which is a big difference from the previous official announcement of 20,000 pre-orders.
Some internal sources pointed out that the proportion of Zhijie S7 converting deposits into formal orders is not high, about 30%, and has not yet achieved more than 10,000 formal orders. According to the rules of the industry, if this result is achieved, the manufacturer must have already announced the good news, and this comparison shows the difference between it and the hot scene of the M7. So, the problem of Zhijie S7 is hidden in **?
First of all, let's talk about it intuitively - the car is not enough to sell!At present, the number of show cars and test drives in stores across the country is really limited, and consumers cannot experience the charm of real cars in person, and the pricing of Zhijie S7 is also close to the 300,000 yuan mark, in the face of many competing products, consumers will naturally not easily place orders.
Secondly, the long waiting time is also a big reason for many buyers to discourage. Now when you place an order to buy the Zhijie S7, you may have to wait patiently for 2 to 5 months before you can mention the new car, even if the version with a higher configuration will have to wait until February next year at the earliest, and the low-configuration version may even have to wait until April to pick up the car.
Moreover, when it comes to ** and configuration advantages, Zhijie S7 doesn't seem to take much advantage. It is priced in the $24 range980,000 to 34Between 980,000 yuan, it is basically on an equal footing with the M7. But if you take a closer look at the configuration table, you'll find that most of the eye-catching highlights are concentrated in the mid-to-high-spec models. For example, the acceleration of 100 kilometers only takes 3The 3-second dual-motor four-wheel drive system is only available in the top performance version, while the ordinary version is a little "slow" and requires 54 seconds. In addition, the ultra-long range version with a range of 855 kilometers is not something that can be enjoyed by the entry-level model, and the basic version of the model has a range of only 550 kilometers, and the battery is still a low-cost lithium iron phosphate battery. On the other hand, ZEEKR 007 can provide a ternary lithium battery with a range of 870 kilometers with a ** of 230,000 yuan, and the cost performance is instantly highlighted.
As for those high-tech configurations such as intelligent driving, I'm sorry, the low-profile version of Zhijie S7 also has no chance to have, and I can't feel the intelligent driving technology that Huawei is proud of. That is, 24The starting price of 980,000 yuan is more like an attractive gimmick, and the actual low-end model configuration is relatively bland, and there is almost nothing special compared with other models with the same appearance.
Finally, we have to face a cruel fact: in the Chinese market, the mid-to-high-end pure electric car field itself is not a piece of fat. In addition to Tesla's Model 3, BYD Han and BYD Seal among its own brands have certain sales, but they mainly rely on hybrid modelsOthers, such as Hongqi E-QM5 and Zeekrypton 001, which is between a sedan and an SUV, have an average monthly sales of more than 6,000 units, and compared with those hybrid SUVs that sell 20,000 or 30,000 units a month, the market share is obviously low. The reason behind this is largely because of our Chinese consumers' preference for large-space SUVs, which has virtually squeezed the living space of the mid-to-high-end sedan market.
All in all, the downturn that Zhijie S7 is facing today is intertwined by a number of factors, and the most critical problem is that it is high and there is a premium phenomenon in various configuration models. At a time when everyone is busy cutting prices to compete and seize the market, Geely's newly launched Galaxy E8 and Zeekrypton 007 are like a bombshell to the market. Therefore, for Zhijie S7, it is not easy to stand out in the market and win the favor of consumers. How do you think Zhijie S7 should adjust its strategy to cope with this fierce market competition?Or what do you think there is room for improvement and ways out?