On February 27, Ding Lei, CEO of Gaohe, met with Zhu Huarong, chairman of Changan Automobile, and it was rumored in the industry that Changan intended to acquire 51% of Gaohe's shares and become the actual controller of Gaohe and incorporate it as its brand. Rees believes that although Gaohe can help Chang'an fill the gap of more than 400,000 markets, it still faces many problems to truly revitalize Gaohe.
The difficulty of Gaohe: the category is not clear, and the customer is in the first
Behind today's predicament, the core is the failure to clearly define the ultra-high-end smart electric vehicle category. It is true that Gaohe has briefly gained attention for its design, but it is far from enough to answer what the value of Gaohe brings to consumers, so it is difficult to clearly define the brand's customer base. Under the pressure of business, he could only launch more than 300,000 Hiphy Y by himself. On the contrary, it loses the original value of the brand and loses more customers.
The difficulty of Chang'an: there are still three major challenges to revitalize Gaohe
If Changan acquires Gaohe, it will indeed be able to accelerate the completion of its comprehensive layout in the high-medium-low end of the new energy market. It seems to be a "shortcut", but if the following three major problems are not solved, I am afraid that we will still repeat the mistake of Gaohe;
1) Clarify the category:Changan needs to reorganize Gaohe, in the new energy era, what should consumers in the ultra-high-end market think is the category with real value.
2) Adequate Resources:In today's fierce competition for new energy vehicles, even if the strength is as strong as Chang'an, it needs to prepare enough time and resources to continue to invest in cultivating brands.
3) Find the Differences:If Changan acquires Gaohe, it must clarify the strategic separation between Gaohe and AVATAR, and firmly cut off Gaohe products below 400,000 yuan, so as to maintain a safe price gap with AVATR and avoid internal friction between brands.
For more exciting content, please pay attention to "Reece Category Innovation Strategy Consulting"**