Perhaps because there is only one car, the current Zhijie has not been able to make too many waves in the field of new energy, even if the Zhijie S7 is re-listed, the growth rate of orders and delivery speed have not formed a "hot model" trend. And the upcoming new SUV, can it reshape the brand power of Zhijie?
According to the data of the passenger association, in the first five months of this year, SUVs accounted for an average of more than 53% of monthly sales, while the average sales of sedans were less than 43%, and SUVs accounted for more than 10 percentage points higher than sedan sales. On the other hand, judging from the monthly sales statistics released by various car companies, among the cars, fuel vehicles and plug-in hybrid vehicles account for a larger proportion of sales.
Under the above premise, Zhijie's pure electric sedan is not too out of the circle, coupled with the mistake of ZhijieS7's early rhythm, Zhijie has failed to become one of the mainstream new energy brands with Huawei's halo like Wenjie. Compared with the question world, the question world did not become a hit from the beginning, but after more than a year of market polishing, it was only created after the new question world M7 was launched. From this point of view, there are still many opportunities left for the intellectual world.
R7, the "hot model" of the intellectual world?
Yu Chengdong released the real car pictures of Zhijie R7 on June 11, judging from the vehicle shape, it does have eye-catching potential, but carefully scrutinizing the details, it may be a little far from the explosive model.
According to the available information, the Zhijie R7 adopts a coupe SUV design, and the model level may be the same as that of the Wenjie M7. The difference is that the positioning of the Zhijie brand is more sporty, while the Wenjie is more family-oriented, so the Zhijie R7 adopts a more sporty coupe design
At present, among the mid-to-high-end new energy SUVs with good sales in the market, the ideal L series is one, and the M series is one, the common feature is to meet the user's household needs, supplemented by a lower price than the same level of fuel vehicles, and more abundant product configurations, the most important thing is that the car is large enough to sit up, comfortable enough to sit up, and there is no lack of various entertainment functions. This also reflects that Hongmeng Zhixing is a new energy SUV product that understands how to create a new energy SUV product that meets the user's wishes.
In this context, the product characteristics of Zhijie R7 are a bit contrary to the label of "volume", and it is more like a product that shows the characteristics of Zhijie's sports fashion and young brand, rather than a "hot model" created in order to compete for market share.
The "Four Realms" under HarmonyOS have their own brand styles, which means that the mission of each brand is different. The question world focuses on home, the intellectual world focuses on sports, the enjoyment world focuses on luxury, and the proud world focuses on business. In other words, such a brand positioning is destined to be a brand that goes by volume, and some of the other "three worlds" are to enrich product attributes, and some are to increase the tonality of Hongmeng Zhixing, which seems to have nothing to do with "volume".
On the other hand, it can also be argued from the side that Zhijie R7 will not become the reason for the explosion like Wenjie M7 or Ideal L6. Zhijie R7's potential competitor AVATR 11, its monthly sales of 2000 since December last year, this year's sales have suffered a cliff-like decline, and the current sales level is about 600 units in a single month, the reason is that the market recognition of coupe SUV is relatively low.
This is not a problem encountered by models in the era of electrification, in the era of fuel vehicles, although the coupe SUV has a high market demand, but after weighing the practicality, most users will give up the cool appearance and choose a practical model, this concept has continued to this day.
What can break the game is,ZhijieR7Through "magic",The fastback shape of the SUV has a large rear seat space,Large trunk space,Personalization while taking into account the family attributes,Otherwise,ZhijieR7It is likely to continue the market situation of ZhijieS7 - empty volume,No sales。
Huawei, can't bring the intellectual world?
At the end of 2023, when the new car is launched, the Zhijie S7 will receive 20,000 yuan in a short period of time. However, from the perspective of sales, although since March, the sales of Zhijie S7 have improved, and the delivery volume in April and May has remained at 5000 units, and the total delivery volume still cannot cover the 20,000 large number.
After the re-listing of Zhijie S7 in April, it received more than 2000 in the first week, and then there was no official announcement. Judging from the delivery volume in the past two months, it is guessed that the actual production capacity of Zhijie S7 may be stable at about 5,000 units per month.
That is to say, theoretically, the annual delivery volume of Zhijie S7 may reach 60,000 units, and if Zhijie R7 has the same performance after being launched, the monthly delivery of Zhijie single brand may reach 10,000 units. However, the performance of 10,000 units in the current new car-making forces can only be regarded as decent, after all, Zhijie is blessed by Huawei, and the question industry has achieved success before, if it can only maintain the results of 10,000 units or less than 10,000 units in a single month, it is not enough.
Chery's car-making capabilities, including Chery's production line for Zhijie, are currently Chery's production lines for the highest-end model of its brand, the Star Era, which can reflect the high standards of both Chery and Huawei for Zhijie products. At the same time, Huawei's intelligent technology and the marketing methods of counterpart technology should theoretically be stronger than the image of Wenjie in the hearts of users.
But the reality is that Huawei still hasn't been able to drive the voice of the intelligent world, even if the intelligent world R7 revealed the overview of the new car, it did not make too many waves in the market. From the point of view of division of labor,Chery,As a manufacturer,Can ensure the lower limit of Zhijie's products,Ensure the high standard and high performance of Zhijie products,Huawei, as a solution provider,The focus is on how to raise the upper limit of Zhijie,Need more effort,After all, ZhijieS7The negative impact of difficult delivery at the beginning of the release,It is still talked about by the industry。
From this point of view, there is no problem with the product power design of Zhijie R7 to continue the brand tonality, but it also means that it is not a model with the task of moving volume, but more like recovering the brand power lost by Zhijie S7, and it is a specially launched eye-catching model.
In other words, it is not enough to turn the tables on Zhijie R7 alone. Or take the question world as a reference,In addition to the question worldM9 has been able to maintain a stable sales output from beginning to end,The "freshness" of the M7 and M5 is relatively short, reflecting the serious homogenization of the new energy market and the trend of rapid technological change, the only way to break the situation may be to continue to innovate. Zhijie S7 was re-listed in less than half a year after it was listed, and Zhijie changed its statement, but the effect may not be as expected, mainly because there is no substantial change in product strength. In addition, the construction speed of the product matrix of the Zhijie brand is not as fast as imagined, and I wonder if this is a problem with Huawei's product planning.
Huawei has driven the world, but it has not been able to drive the intelligence world, and the root cause may be the problem of brand positioning and product market acceptance. If Zhijie can also focus on the family style, with its strong product strength and Chery's car-making heritage, I believe that it can form more sales conversion rates.