Recently, Hongguang MINIEV has come out with its own new product category GAMEBOY. Hongguang hopes to position young people's preferences for trends. Dealing with the competitive micro-electric vehicle market.
From the real pictures and news, it can be known that the big trick released by GAMEBOY is a private customization program for high-end brands such as Rolls-Royce and Ferrari. Young people only need one percent of the cabbage price to customize each component to create their own MINI.
Interstellar roaming, party sweethearts, jungle crossings, hurricane phantoms, each style with a modern sense of neon lights. The steamwave style is full of cyberpunk style. Plus private customization of the details of various components in the exterior and interior. It can be said that it is the dream car of every boy who "dies to be a teenager".
GAMEBOY successfully opened the wallets of the "boys", but before the carrots could be eaten, the sticks came first.
On March 23, Wuling Group announced that its MINI series has increased its price across the board, ranging from 4,000-8,000 yuan. That is, the original 28,800-strong MINI, directly to 32,800 yuan to sell, rounded, this value rose by 1 W. The national grocery cart is instantly not fragrant, and the office workers who plan to buy MINI have just prepared to mortgage, but they can only turn back and endure for a few more months to ride a shared bicycle to work to buy vegetables.
Users who buy such low-cost electric vehicles will pay great attention to the price, the price of tens of thousands of dollars, up thousands of dollars, consumers will be very sensitive. Tearing apart the market with a price close to the people, now there is a feeling that it is difficult to ride the tiger.
Hongguang MINI EV since July 2020 launched, just two months sales of more than 20,000 units, as the fastest growing model in the field of new energy vehicles, now a total of nearly 600,000 sales, is still the top of the new energy vehicles, naturally has become everyone's attention to the "net red" model.
MINI EV as pure electricity, with its own green card convenience; the starting price of 28,800 people-friendly price, so put down the body to meet the economic conditions of ordinary people, naturally favored by the people. In addition, the appearance also directly hits the aesthetic point of young people, and for a time, the MINI EV has become a hotly discussed model.
And its small and practical models can meet the pain points of the vast majority of "office workers" who buy cars and commute. With a length of 2917mm and a width of 1493mm, it is better to find parking spaces in big cities and enjoy VIP access in street corner alleys when traffic jams are blocked.
The most simple wish of many young office workers is not the size and space of the body that car companies have increased again and again. All they want is convenience and peace of mind, just don't have to worry about parking spaces often, and experience the difference between the crowded private space of the subway bus on the MINI on the way to work.
Wuling saw such a market gap, and MINI was a special drug for this pain point. As soon as it was listed, it led the trend, and various car companies rushed to learn. On March 23, Roewe Clover CLEAR Yuanqi Edition was launched, with endurance and appearance as the main selling points. Major car companies have seen the cake excavated by Hongguang MINI EV and have entered the market to launch products, and the number of competitors in the micro-electric vehicle category is increasing.
After losing the first-mover advantage in the market, the Hongguang MINI series must also think about how to stand firm. Due to the decline in subsidies and the tightening of the double credit policy, the preferential policy dividends enjoyed by new energy vehicle companies have gradually disappeared.
At the same time, the rise in raw material prices and chip shortages also make car companies miserable, last August, the price of battery-grade lithium carbonate is still about 100,000 yuan / ton, today rose to 500,000 yuan / ton, which further aggravated the price of new energy vehicles. Major new energy vehicles announced price increases overnight.
Compared with the long-term fishing for big fish, the various new energy vehicle companies that rely on the research and development of high-end new energy vehicles to turn over, MINI uses the form of micro new energy vehicles, quickly and accurately cut into the market, and achieves very considerable sales. Has commercial success really led to profitable expansion?
Earlier, SAIC-GM executives talked in an interview that its Wuling Hongguang MINIEV initially thought about verifying whether the product grasped the real travel pain points of users. Hongguang MINIEV's bicycle profit is scary, and it can only rely on scale efficiency to achieve profitability
There are also foreign media reports that the MINI of 38,800 yuan will be dismantled, of which the total cost of parts and components is 26,900 yuan, and the profit margin is only 11,900 yuan. Theoretical calculations are often more idealistic and do not include sales, management expenses and other majorities. However, compared with conventional new energy vehicles and automobiles, the profit margin is not so impressive. Profitability can only be achieved by relying on huge sales scale.
Then in such a fierce competition to survive, Hongguang MINI EV is gradually from verifying user pain points to a new stage - began to explore upwards, and gradually build the image of the brand. Re-explore the growth points of the micro-electric vehicle market.
Whether it is NanoEV, KIWIEV, or MINIEV to create the GAMEBOY series. All of them are based on the success brought by MINI, and further dig into the product force. It also makes it easier for consumers to recognize price increases, and then be willing to pay for price increases.
And this kind of thing
The fierce market competition for micro-electric vehicles is also forcing manufacturers to think more deeply about the characteristics of consumers. GAMEBOY, perhaps will be a new starting point for MINI, boldly predict that the MINI series will launch more painting and modification accessories for the personalized needs of young people in the future, making this model more playable.
Therefore, now that the price is rising, it is better to ride a shared bicycle first, and then wait and see.