Fang Hong came to the company, and all the outsiders who came here to participate in the press conference have now left. Only some people who successfully won the lottery to participate in the "Pioneer Experience Program" came from time to time to pick up their cars and leave.
However, when Fang Hong came over, he was still recognized by some people who won the lottery and said hello in a friendly manner. Some people even took out their mobile phones to take pictures without stopping him.
At this moment, Fang Hong came to the R&D center of Xingyu Technology's new energy vehicle department.
"Compared with BYD and other low-end brands, our A-series products..." When the person in charge of the department was introducing it to Fang Hong, Fang Hong suddenly interrupted him and said: "Let me mention something first.
I suggest that in the future, we at Xingyu Technology should not keep talking about the words 'low-end products' or 'low-end market'."
As soon as these words came out, the accompanying person in charge and Qin Feng and others present were stunned for a moment, and Fang Hong looked around at everyone and said: "Such words are more hurtful, whether it is a manufacturer developing low-end products or using
Consumers of low-end products often feel uncomfortable being classified as low-end, and if the product you use is said to be low-end, you will also feel a little unhappy."
After a moment of pause, Fang Hong said slowly: "We should not use such words in the future. We should use objective and neutral words such as 'mainstream products', 'mainstream groups', and 'mainstream markets' to describe them. This is not about high emotional intelligence or not."
It is a problem, but a kind of basic cultivation. At present, 70% of the people in our country buy cars with a price of less than 200,000 yuan. This is the reality and current situation of our country."
The group of people present heard what Fang Hong said, and everyone nodded. Then it was true that the prefix word "low-end" no longer appeared, but the word "mainstream" was used to describe it.
This word can not only make people feel decent but also not discriminatory, and it is also an accurate description, because the vast majority of ordinary people can currently only afford cars with more than 100,000 and less than 200,000, and this consumer group accounts for 70
%, such a proportion is the mainstream group, the mainstream market, and the products provided for this group are mainstream products.
The two cars of Xingyu Technology are positioned in the mid-to-high-end market, targeting around 30% of the middle-income group. Xingyu Technology can use words such as "high-end" and "luxury" to describe its products. There is no problem with this.
.
After the small episode, Fang Hong focused his attention on the two brand new models in front of him. These were obviously not the SCN-3 and SCU-3.
Its smooth and powerful body lines clearly show the unique appearance design style of Xingyu Technology, and are in line with the calm and calm temperament of the Chinese people.
At first glance, the first intuitive impression given by these two cars is that of top luxury cars.
The beauty displayed by these two cars not only has a fashionable personality that is in line with the technological era, but also is full of the restrained temperament of "the heaven and the earth are beautiful without saying anything". They perfectly reflect the romantic expression unique to the Chinese people and are exceptionally elegant.
.
At this moment, Qin Feng looked at the two cars and said: "These two cars were finalized almost at the same time as N3 and U3, but we plan to hold back first. First, we will give up production to N3 and U3, and second, we will let N3 and U3 go first.
Let’s shine for a while first and then talk about it.”
Fang Hong nodded in approval: "Yes, there is no problem in doing so."
The market positioning of these two cars is top luxury cars, namely A series and R series.
In fact, the operations team of Xingyu Technology has long thought about the situation where some wealthy bosses do not want to "follow the crowd". They have also considered that some bosses want to reflect their noble status and form an identity difference with others.
.
It doesn't make sense not to make money if you have money. Of course, it must be arranged for the rich bosses, so the relevant plans have been formulated long ago, and the premiums for the cars sold to the bosses are very high. The bosses don't care if they are expensive and the premiums are high. They
What they care about is face and interpreting the identity gap between themselves and others through external objects.
The A series and R series models are mainly targeted at the million-plus market. The former is a luxury large sedan, and the latter is a luxury SUV.
It is worth mentioning that the A series and R series developed by Xingyu Technology do not have gasoline-electric hybrid models, but are all pure electric drive models, because the gasoline-electric hybrid model itself is a compromise solution, and its greatest significance is to leverage
Die-hard fans of gas-powered cars are switching to electric vehicles.
Almost the vast majority of car owners who have driven a gasoline-electric hybrid model will eventually choose a pure electric drive model.
As for the reason why the A series and R series do not have gasoline-electric hybrid models, it is too simple, because the market positioning of these two models is for bosses and wealthy people, and they do not care about cost-effectiveness, cost-effectiveness, etc.
What they want is comfort, what they want is to reflect identity differences, what they want is that they have it but others don’t.
For them, the gasoline-electric hybrid is a minus point. As for power, the pure electric power system is stronger. Bosses may not be able to use it, but they must have it, and it is awesome.
At this time, Fang Hong asked: "What price did these two cars sell for?"
Qin Feng immediately replied: "The A series currently has two models, the standard version is currently priced at 1.3 million, and the top version is 5.6 million; the R series also has two models, the standard version is currently priced at 1.5 million, and the top version is currently priced at 1.5 million.
Edition 6.8 million."
Hearing this, Fang Hong nodded.
Qin Feng continued: "However, in terms of profitability, it still depends on the N series and U series products, which have the ability to sell. After all, the domestic middle-income group accounts for 30%, with a huge market size of about 300 to 400 million people. The A series and R series
Although the premium for series luxury cars is high, the market size is destined to be niche."
Obviously, making money is secondary to building the A-series and R-series luxury car brands. Incidentally, the main purpose is to tell the brand story.
The characteristics of these two series of models are not only expensive, but also have some non-universal-level functions and industrial design elements that are exclusive to this model, that is, only this car has it and other cars do not.
In the future, these two series will be launched with tens of millions of limited-edition models, as well as pure electric-driven top-level supercars. They will only be produced in a limited edition of six to seven taels or a dozen units and then discontinued. The price is tens of millions. Even if you buy them
No matter how many households there are, they will never produce more.
This thing definitely doesn't make money, but the purpose is not to make money, but to tell the brand story and tell your own car culture and value theory.
To put it bluntly, only a few people can afford to play it in order to become a topic, thus increasing the high-end value recognition of the entire brand.
Foreign car giants also have many sub-brands, such as Maybach, Lamborghini, etc. In fact, these sub-brands cannot make a lot of money, and it is impossible to make big money, but they can add points to their brand value.
There is no doubt that Xingyu Technology will build tens of millions of luxury cars, and Xingyu Technology also has the ability to build a world-class brand. In terms of experience in this area, there are really few companies in China that can match Xingyu Technology so far.
comparable.
Once such high-end value recognition is successfully created, it will feed back the N-series and U-series products for more consumer groups. Simply put, the N-series and U-series products will also be further driven by the same car logo.
Strong style.
Just like foreign brands such as BMW and Mercedes-Benz, they also have cheap products, but consumers have a deep impression of this brand as a high-end, luxury car. When they see the car logos of these brands, they think it is a luxury car.
The reasoning is the same. In the future, the Xingyu Technology brand will be deeply rooted in people's hearts and recognized with the impression of high-end and luxury cars. People will also think that products such as the N series and U series are luxury cars.
Moreover, the Xingyu Technology brand itself is already synonymous with high-end and high-tech. It is easier to tell the story of high-end luxury cars than other brands, and it is easier to accept and identify with it. This is why Xingyu Technology is more powerful than other domestic companies.
An important reason for creating a world-class brand.
