Once the domestic car is the name of the cheap car, since the new energy vehicle corner overtaking, more and more outrageous, many cars to start from two or three hundred thousand, more new brands directly positioned to more than 300,000 tracks or even 1 million luxury cars, is the Chinese too rich or car companies too confident?
In order to be competitive in the traditional field, the new company needs to make the market remember itself by comparing the image of high-end cars, such as Luckin Coffee directly compared with Starbucks, and the publicity makes people feel that its value is directly compared with Starbucks.
If domestic cars want to get rid of the cheap image, they must become high-end,** Determines the value of the car, the three major parts of the oil car field is the competition but the traditional big-name enterprises, in the field of new energy can be compared with the oil car to increase a variety of functional experience, the natural power of the tram is smoother than the oil car, and save money, this is its own advantage attribute directly filtered the three major parts of the oil car, with this advantage, you can pile up a variety of software and hardware equipment behind, these things can be directly moved over the market, plus many patents of the tram expired and open source, with the challenge of the oil car conditions.
The battery of new energy vehicles is the focus of research and development, its cost accounts for a very high proportion of the car body, which is also the reason why it is not cheap, changing the image of the car will produce a high premium, compared to its second-hand car is a lot of gaps, the higher the depreciation rate, the greater its value, consumers pay attention to the image experience then to pay for this high premium, in fact, the software and hardware equipment on the new energy vehicle can also be copied up, its advantages are gradually wiped out, and finally return to the breakthrough of the battery.
Back to the above uplift marketing, in order to make a quick profit, the new company will only lose money by selling low-value cars, even if it is sold for several years to make a profit, because the market is too fast, and the research and development of new cars occupies a large amount of capital flow, plus traditional oil car companies have also entered the new energy track, and it is not easy to make profits,** It is also difficult to be cheap, since it is not cheap, then it will go on the track of hundreds of thousands, which is beneficial to improving the brand image, and let people outside see that the company has the strength to make five or six hundred thousand cars, and the quality must not be bad for the appearance of the feeling.
The pursuit of face will invisibly increase the cost of social communication, create a variety of unrealistic needs, pay for the premium and be willing to suffer this is the environmental impact, buy a car or according to their own real needs and ability, rationality and being affected by the environment is a judgment of whether a person has an opinion in all aspects of doing things.
Buying a car is cool for a while, there is a kind of maintenance costs, insurance and other long-term accompaniment, the more expensive the car will encounter more complex road conditions on the saturated road, that is, the more cars the accident rate is increasing, and the maintenance costs faced in the future are also high, since you have to pay for the value but also pay for its ** accessories, and you can't leave the 4S shop, you may not be guaranteed if you leave, these are its premium services.
It's no problem to build a good car, and improving the brand image through the first car can make people feel its strength in the short term, changing the low-end image of the current domestic car, the fact that the car market is constantly declining, Tesla can't wait to drop below 200,000, and it is difficult to go through the track in the face of fierce car competition, even if it is a joint venture car for imported cars.