1、Many friends backstage asked me to talk about BYD looking up, and the only feeling I felt was the feeling of the title. The price is million, which seems very high, but in fact it is still too conservative. As soon as this title comes out, it will definitely split into two camps. One camp thinks I’m right, the technology shown by BYD at the press conference is already about to beat the big G, and it sells for millions, which is indeed cheap. There are also some people who will think that I am talking nonsense, because Land Rover, X5, selling not only products, but also brand premium, looking up to the current brand that is still not on the road, there is no premium at all. How much is the domestic Brilliance X5, looking up to 80 to 1.5 million, it must be expensive. Truth be told, you’re all right. But these analyses have a premise that they really take the look up to benchmark those big off-road vehicles, thinking that the goal of the birth of this product is to roll up the big G and let the domestic brand hang the luxury brand.But in reality,The goal of looking up is not these luxury SUVs, the goal of looking up is to set the overall tone for BYD. What tune to set? Product, brand, style, tone. The point is not how much this car sells, but the price of this car, how much it adds to BYD’s overall brand. Just like any ordinary thing, adding the Apple logo is expensive. From this point of view, since looking up is called looking up, the current price is still conservative. Since you want to pull the style, since you have achieved that no one has me, and people have me. The horsepower is compared with the tank, and the power will be full. The price is coming, and a sword opens the door of heaven.
2、Take the example of the Japanese cars that have swept the world over the past few decades. When Japanese cars swept the world, it was already in the seventies of the last century, and compared with Europe and the United States, although the Japanese car brand is not famous, it has been technically able to wrestle with European manufacturers, and even surpassed. It’s the same as BYD now. The car is well done, cost-effective, and consumers recognize it. But at this time, the Japanese car encountered a problem. In the matter of building a car, the cost performance of the roll is on the line. As long as the profit is guaranteed to be low enough, it can kill others no matter what. But if you want to sell at a premium, what you need to advertise is not the cost performance, but the creation of brand value. In the vernacular, it is “faith”. Although consumers hold 200,000 yuan, they do not buy cars of a certain brand. These 200,000 changed from the full amount to the down payment, and the loan was backed, and it was also necessary to buy. It’s the same as when I went to the supermarket to ride a rocking car when I was a child, and my eyes must have been able to shine. Because of faith, I can give him coins. It is far more difficult to create faith than to get a car out of the assembly line. This is also what BYD is currently going to do further.
3、At this time, ask a question. They are all transportation tools, why are you selling more expensive than others? You might say, it’s technology, it’s luxury. Then I ask you, replace the engine of the Toyota Camry with a V12, and the price is sold at the same price as the Maybach, do you buy it? No need to assume that consumers do not buy. Otherwise, there would be a BBA in this world. SoBoth technology and luxury are important, but most importantly, consumer consensus. How are Japanese car companies shaping consumer consensus? Play racing. Whether it is pulling, F1, or street racing, Japanese car companies have invested in research and development. In fact, F1 is a big deal, and Toyota Honda has no tradition of making supercars, and even if there is, it is difficult to sell. But they’re still going to get racing, and the simple reason is that you have to make the brand’s consumers think, you’re awesome. Although I only drive a Suzuki Swift that costs 100,000 yuan, the Suzuki brand can raise sand on rallies. Only in this way can this brand be considered to have vitality. Including Tesla, let’s not talk about those cool on Mars. How did Tesla first pry open the door to the US market? It was the collapse of the straight line and the death of a group of supercars began. To be precise, it’s not a crash, because there is no sound at all. By the time your V12 and gearbox match smoothly, Tesla Supercar is already waiting for you in front. Not to mention the rocket in the back, the tune is pulled to Mars, and the brakes can’t be stopped. Again, technology is important, luxury is also important, but how to make consumers feel that awesome is the most important. To shape consensus.Everything, in the service of consensus. Consensus, serving the ultimate scale and profit.
4、So at this time, what exactly is looking up? Not and large G roll cost-effective. beNo one has me, and no one has me. Looking up is not two simple cars, it is BYD’s rally, it is BYD’s F1. He should be,More, plus, pole, limit. BYD itself thought so, and while vigorously promoting the U8, it also sent a supercar-shaped U9. This thing has to be there. Because one of the manifestations of the car’s forcing is in the styling. Most people don’t sit around and lift your hood and smell your exhaust pipe. Styling, especially important. I’ve seen so many drag racing movies, whether it’s Fast and Furious, or the head text D. Which big brother have you ever seen perform the limit is driving an SUV down the hill. Even an SUV can go straight down the hill, what drainage canal turns is a trick, and the road I ran over is a drainage ditch. But this is so silly that consumers can die laughing in the cinema. It is downhill king Li Youtian who drove a generation of bread god cars instead of SUVs down the mountain. So U8 and U9, one is face, the other is face.One is the display of off-road technology, and the other is the display of supercar technology. As for whether these things are sold or not, it is not important, the important thing is that BYD owners, who have always been jokingly called ride-hailing drivers, can finally breathe. Inside the brand driven by Lao Tzu, there are real million cars. For brand users, I may not be able to afford high-end categories, or I may not buy them, but I can’t do without. If the highest-end product of a brand is a family car in its early 300,000s. Then this brand does not want to earn a premium in this life. In turn, look up and out. Owners who originally wanted to buy Corolla, Xuanyi and Camry must have some of them plunge into BYD’s arms. In the past, what restricted them from buying this was not the cost performance, but the ability to buy a joint venture car brand to install an X, this logo is known to everyone around them, and it is a foreign brand at a glance. Now, look up and fill X for you, and there’s no problem. This shift is really important. Just like Audi A3 and Audi A8 are not a thing at all, but it does not affect our Shandong janitor to look up when he sees four circles. Even if someone else drives a cheap Mercedes-Benz C, you drive a much more expensive new energy, and the security guard says that the other party is also a big Ben. This is, tonality. This is the meaning of looking up. From this perspective,Looking up to the pricing, there is still a huge room for improvement.
5、Some people may say, the cost performance is also very good, why rush to the high-end? To be clear,Cost-effectiveness is a competitive approach, and cost-effectiveness is never the goal. The ultimate goal is the size and profitability of the group as a whole. Or, go the game of Coca-Cola, DJI and Coconut Tree, I roll myself, I just want to sell cheaper than your cost, I rely on scale to win everything, play is a limit operation, squeeze out competitors who are not strong enough. This is difficult for the automobile industry, which is fully competitive and the unit price is too high, the opponents are century-old brands or cutting-edge technology, it is really better than burning money, and finally everyone finishes together. Again, this kind of play can be used in FMCG, can be used in digital products, can not be used in cars, because the unit price of the car is too high and too high, and the car you also have to consider the subsequent maintenance and use cost in it. The profit is negative, the after-sales is gone, and the brand is destroyed. Or, take the route of Apple and Sony, my logo, that is, there is a premium, I don’t roll the price with you, my technology is that no one has me and someone has me, you are willing to pay more money to buy me. Of course, there is also a Porsche gameplay in this. Similar to Porsche’s gameplay, usually do extreme sports cars, real shipments have to look at the 718, macan and the SUV Cayenne that is accurately positioned on the BBA. Supercar brand to do SUV and cost performance, Porsche can be said to play understood. But all this has to be your supercar identity, your top style, to stand. So in any case, there must be a faith brand to make it first. First give the tone and then talk about the price. That’s why, the price of looking up is cheaper. Really, too cautious.
6、And, you have to look at the buyer. If you can pay 80 to 150W to buy a lookup, there is a high probability that there are other luxury cars. And they buy looking up, buy these cool features, whether the price is 100W or 150W or 188W or 200W, there is an impact, but not so big. But 100W or 200W, the impact on the brand style is great. There are still millions of SUVs to say. 1.88 million SUVs, there are really not many opponents. Ideal hundreds of thousands of cars dare to say the best SUV within 500W, although it has become a terrier, but many people eat this anchor point. are all to the car to advocate face, to give, simply pull full. Directly put the style, pull it out. from this point of view, looking up is really too cautious.
