January 25 news, Xiaopeng Automobile on its official website began to sell a peripheral product called "Peng Kr Metal Mahjong", according to the official introduction of Xiaopeng Automobile, this mahjong will be limited to sale, under the slogan of "traditional national innovation", claiming to take traditional culture as the boat, scientific and technological aesthetic innovation as the paddle, explore a new journey of brand communication. They believe that this product can "show the collision of the car with traditional Chinese culture."
The mahjong plate is also equipped with ceramic chips and aluminum alloy dice, on which is engraved the logo of The Roc car.
In terms of price, Xiaopeng Motors is not ambiguous at all, they list prices of 1999 yuan, or the owners of Xiaopeng Motors can redeem them through 19990 car owner points. This price is 5 to 10 times more expensive than the price of ordinary mahjong, and I believe that the person who can snap up this product should be the iron powder of Xiaopeng Motors.
Xiaopeng Motors' move is likely influenced by Tesla, a new energy vehicle company in the United States, which has previously launched a number of peripheral products, such as the $50 Cyber Whistle (which later cost 350 yuan when it was launched in the Chinese market), the $1,900 children's quad, and the $150 custom belt buckle (which is engraved with the words "Don't Mess with Tesla").
Tesla's tequila
Earlier, Tesla also launched tequila for $250, and Tesla surfboards for $1500.
According to incomplete statistics, Tesla has launched at least 10 peripheral products, both consumer goods and digital peripheral products, most of which are limited sales and are snapped up by consumers.
In fact, not only Tesla and Xiaopeng Motors, many car companies at home and abroad have launched peripheral products, or joint models with other brands, such as Rolls-Royce has sold 100,000 yuan of umbrellas, FAW-Volkswagen Audi has also sold watches priced at 5,000 yuan, BMW has also sold 20,000 yuan of down jackets, and the domestic extreme Krypton automobile has also cooperated with Wuliangye to launch a co-branded bottle of liquor, priced at 1799 yuan, limited to 100 bottles.
Weilai Automobile will also sell red wine worth 5688 yuan in the APP, but the price they give to the owner is 3542 yuan, and the direct discount is 2146 yuan.
These car brands are so keen on the launch of peripheral products, revenue generation may be the least important aspect for them, they are more concerned about the brand out of the circle, and the positive interaction with the owner.
A car company needs to create its own car owner group ecology, similar to the Internet company to create its own "private domain traffic", in order to have a stable competitiveness in the competition with peers. This point is vividly reflected in the 3 new car-making companies, and the owners of individual car brands will even spontaneously organize activities for car companies to promote or stand, which is still very rare in traditional car brands.
Xiaopeng Automobile has now launched this 1999 yuan metal mahjong, it is estimated that it also wants to achieve brand out of the circle at the marketing level, at the same time, such a price is also a test, who is the real "Pengyou".