Jiyue Automobile announced that the first product, Jiyue 01, will be lowered for all models, which has attracted widespread attention. On November 30, Jiyue announced that the ** of Jiyue 01 Max and Jiyue 01 Max Performance was lowered, with a reduction of 30,000 yuan, and the long-life ternary lithium battery option package was also reduced by 10,000 yuan. After this adjustment, the starting price of the Jiyue 01 is 21990,000 yuan. This means that for the first batch of car owners in Shanghai and other places, they will be able to enjoy the official price reduction discount more than ten days after picking up the car. It is worth noting that the price reduction did not cause dissatisfaction among users who have picked up the car, because Jiyue promised to refund the cash compensation of 30,000 yuan for the price difference. This kind of price adjustment strategy is not common among car companies, but for Jiyue, it is a strategy they have to adopt. Xia Yiping, CEO of Jiyue Automobile, admitted frankly in an interview that this price reduction is not only a first-class adjustment, but also part of the repositioning of their marketing system. He said that this price reduction is a deliberate decision, to make the marketing system simpler and more direct, and to subsidize the previous marketing costs to the car price. Xia Yiping also admitted that this price reduction also made them "pay tuition".
Jiyue 01 caused a lot of controversy on the night of its listing, and many seed users felt that the ** was too high and not cost-effective. Xia Yiping said that they will simplify the cost of internal marketing and no longer reflect it in the form of equity packages. Despite the price reduction of 30,000 yuan, Jiyue can still cover the cost, but market pressure still exists. After many discussions, Xia Yiping and his team decided to rethink their competitive strategy and consider the future competitive situation. According to the plan, Jiyue will launch one new car per year from 2023 to 2028. Xia Yiping once revealed that the monthly sales of Jiyue 01 are expected to be 10,000 units, and the second car of Jiyue is close to mass production, and it is expected to be delivered next year, and will be equipped with the current fashionable 800V high-voltage platform. The 2023 auto market ** battle kicked off at the beginning of the year and lasted until the end of the year. In this ** war, many car companies have "flipped the table" to cut prices during the Guangzhou Auto Show. And in this context, Jiyue 01 made its debut in the market. Xia Yiping's team is biased towards volume models in terms of product positioning, and the second product they plan to launch next year may be positioned higher than the Jiyue 01. Xia Yiping's team has always insisted on getting closer to the entry level of 250,000 yuan**, but such a pricing strategy may bring some embarrassing situations.
Internally, different models should be positioned, and there are already too many competing products in the external 200,000-300,000** range. However, the official price reduction behavior of car companies is a very serious matter, especially at the beginning of the product launch. This is related to the user's positioning and perception of the Jiyue brand. What do the two major shareholders behind them think of this price reduction?Xia Yiping said: "To support is to do it, otherwise I would not be standing here today." This seems to indicate their positive attitude towards this adjustment. And in 2024, intelligence will become the decisive core factor. Xia Yiping knows that Tesla is only one of many strong competitors on the track that Jiyue is on. He stressed that Jiyue is not without orders, nor is it impossible to deliver. He emphasized the return on investment (ROI) in several communication meetings. "Jiyue 01 opened reservations from September 19, we spent 3 million to do a press conference, and by October 27, when the product was officially launched, we received 30,000 orders. Xia Yiping believes that in the initial stage, Jiyue needs to do a good job in private domain traffic. "If I had 5,000 channels, I wouldn't be playing this way," he said.
However, although Jiyue has appeared in the market, it has not launched a very large volume on the brand side. Compared with the momentum of other "new car manufacturers", Jiyue's brand recognition is relatively vague. It is understood that the current number of sales stores is close to 50, and plans to increase to more than 100 by the end of this year, and plans to lay more than 250 sales stores next year. Xia Yiping revealed that in the current user composition of Jiyue, 20% of the conversions come from BBA, 30% from Tesla, 10% from Zeekr, about 4% from Xiaopeng, and some users from Weilai, Volvo and other brands, which are relatively scattered, and have not yet seen the replacement needs of ideal users. In 2023, the auto market battle will continue from the beginning of the year to the end of the year. During the Guangzhou Auto Show in November, many car companies "flipped the table" to cut prices. Car companies such as Zeekr, Xiaopeng, and Huawei have also participated. Although Jiyue has repeatedly emphasized the benchmarking of Tesla, it is far more than a strong competitor of Tesla. Xia Yiping has a positive attitude towards the market's official price reduction of Jiyue. He stressed that there is no shortage of orders and it is not impossible to deliver.
He also mentioned that Jiyue 01 began to accept reservations on September 19, and the company spent 3 million yuan on a press conference, and by October 27, it was officially listed, and the company received 30,000 orders. Xia Yiping firmly believes that in the initial stage, Jiyue needs to do a good job in private domain traffic. He believes that if the company had 5,000 channels, it would not adopt the current market play. Compared with other "new car-making forces" for the brand, Jiyue did not launch a very large voice on the brand side within two months of its listing. In addition, the number of sales stores is currently close to 50, and plans to increase to more than 100 by the end of this year, and plans to open more than 250 sales stores next year. Xia Yiping also revealed that in the current user composition of Jiyue, 20% of the conversions come from BBA, 30% from Tesla, 10% from Zeekr, about 4% from Xiaopeng, and some users from brands such as Weilai and Volvo, which are relatively scattered, and there is no replacement demand for ideal users. In 2024, the market will become more and more competitive. Xia Yiping is full of thoughts about the next ten years, and although he doesn't think he has the strength to compete with Huawei, he firmly believes that the company has a unique advantage, and he emphasizes the importance of geek advantage.
In his view, intelligence will become one of the core capabilities of market competition next year. In the field of intelligent driving, Jiyue is one of the few car companies that adopt a pure visual perception solution, and the other is Tesla. Xia Yiping revealed that the company did not decide to abandon lidar until the beginning of this year and adopt a pure vision solution. "The initial stage of the vision scheme is relatively difficult, and it will be slower than LiDAR at the beginning, but the ability to generalize vision is very strong. He said that compared with LiDAR, the computing efficiency of the large model of the pure vision solution is higher. In the future, Jiyue also plans to apply its vision capabilities to other functions such as steering. "We have basically abandoned LiDAR now, and in the field of high-end assisted driving, pure vision solutions have been able to meet the corresponding safety requirements. However, Xia Yiping also pointed out that lidar is still essential to achieve L4 level or higher capabilities.