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“The best family flagship SUV within 5 million yuan, the world’s first, even if it is compared with Cullinan, we are not afraid at all.” Li Xiang stepped on the red line of advertising law when promoting the product. At the same time, on the day of the press conference, “the website was paralyzed due to too many car booking visits”, and was also ridiculed that the marketing method was “too bad”. As a representative of the new forces, Ideal has earned enough attention and achieved certain sales results. However, technological accumulation and supply chain capabilities are all testing the new forces.
Author: Liu Hengtao Editor: Sanhuo
Source: Lu Jiu Finance
“Thank you for your expectations for L9, the best family flagship SUV within 5 million? Yes!”
This is what Li Xiang said on Weibo in June.
In order to sell the car, Li Xiangyu died endlessly. Walking a tightrope on advertising law.
At the Ideal L9 press conference, words such as “world’s first” and “unparalleled” came out of Li Xiang’s mouth. The reservation was opened that night, and within an hour, Li Li officially announced that “the server crashed due to too much traffic”, which attracted ridicule of “bad marketing”.
There is a lot of excitement in the auto industry with new forces.
Behind the hustle and bustle, where are the core competencies of new energy car companies such as Ideal? The auto industry is a long run, will the new forces fall behind?
01
Stepping on the red line, the topic continues
Ren Hao, a lawyer from Beijing Feiying Law Firm, told Lu Jiu Finance that Li Xiang’s propaganda violated Article 9, Chapter 3 of the Advertising Law.
“Article 9 stipulates that the use of national-level, superlative and other propaganda is prohibited.”
Lu Jiu Finance checked and saw that in Article 9 of Chapter 2 of the current Advertising Law, “Advertising must not have the following circumstances”, the third paragraph lists “the use of terms such as ‘national level’, ‘highest level’, and ‘best'”. . Li Xiang’s “best family flagship SUV within 5 million yuan” is obviously a violation.
It is naturally illegal to use the most words to promote products on social platforms such as Weibo. Ren Hao told Lu Jiu Finance that even at the company’s product launch, such a description would likely be found to violate the Advertising Law.
“Introduction of products or services, and on-site product launches that are known to unspecified people through certain media may be found to constitute violations of the Advertising Law in practice.” Ren Hao said, “Product promotion for these places, although There is no clear regulation in the law, but it should be managed in accordance with the Advertising Law, otherwise it will all be rhetoric and rhetoric.”
At the press conference, words such as unparalleled and the world’s first appeared from time to time. At the end of the press conference, Li Xiang even made a bold statement: Even compared with Cullinan, we are not afraid at all.
In addition, of course, after the reservation was opened, Ideal also staged the drama of “the reservation is too popular and the server crashed”, but it was quickly repaired after 40 minutes. It was ridiculed by many people that “this kind of marketing sucks”.
A friend of Lu Jiu Finance and Economics who is engaged in Internet development said that ideally, the conference will be held at 8 o’clock, and the server crash will be announced at 9:15, which is a bit incredible. Moreover, the price of this car is close to 460,000, and the reservation page is not a temporary set up, and the page actually crashes, which is a bit unreasonable.
Whether true or false, “too many reservations cause the server to crash” does bring a topic to the ideal L9.
02
L9’s program extension is a backward technology?
In new energy car companies, in addition to ignoring the marketing of advertising laws, there are also various wars of words.
On July 4th, Huawei’s summer flagship new product launch conference, released its second product, Wenjie M7, Huawei Yu Chengdong said in an interview with the media, “Remove the extended-range engine, and it is a pure electric car. A pure electric car adds an extended range. Is the engine behind?”
The remark sparked a war of words.
Wei brand CEO Li Ruifeng posted on Weibo on July 6: Blacksmithing needs to be hard on its own. It is an industry consensus that the program-added hybrid technology is backward.
Yu Chengdong is often called “Yu Dazui” in the press because he often speaks out of his words at the press conference. Li Ruifeng’s Weibo has a strong smell of gunpowder. “Wei Brand CEO Tear Huawei Yu Chengdong” quickly became a hot search.
As we all know, among the new car-making forces, those who use the extended-program power model include the Wenjie series launched by Huawei and Xiaokang Celis, the Ideal One and L9, and Lantu FREE.
“Program extension is China’s hybrid and retrograde technology. We are willing to bravely stand up to break the lies of the so-called new forces ‘cutting leeks’, and use the world’s best smart DHT series-parallel new technology to bring users a zero anxiety experience. Leading the future of hybrid development of independent brands.”
The principle of program extension is simple, the structure is stable, and there is no mileage anxiety, but the volume is slightly larger, and it has been abandoned by traditional cars for a long time. DHT hybrid technology is advanced, and it is also a trend recognized by domestic car companies, which can deal with more scenarios.
The reason why Li Ruifeng wants to tear it up on Weibo is that he does not understand that, as a traditional car company, Great Wall behind the Wei brand has developed early and invested heavily in DHT hybrid technology. “Transitional” technology, but new power brands such as Ideal use “outdated” program extension technology, through people-oriented technology and interior design, as well as various dazzling marketing tricks, the sales volume is larger than their own investment, with advanced motivation Technology products sell better.
A few days ago, Lu Jiu Finance had the opportunity to communicate with Huawei. When talking about this issue, the other party also said that in the end, consumers make the choice of car products. In the traditional automobile industry, even big brands do not use advanced technologies or products in many places, but they are eventually recognized by the market.
03
What kind of car is the L9?
In the NIO car owner group on the Internet, everyone commented that the ideal L9 is a car for dad, “a large sofa with refrigerator color TV”. But to think about sports, then say goodbye to the L9.
Ideal L9 is a typical “stacker”.
In terms of comfort, the Ideal L9 uses Dolby panoramic sound technology and is equipped with 7 groups of 21 speakers, including 3 groups of subwoofers and 4 groups of top speakers. Guaranteed sound effects. Ideal executives said on Weibo that the ideal tuner is a well-known team in the industry who specializes in tuning the premium audio of luxury cars.
“The sound of the Ideal L9, I dare not say that the big Berlin surpasses the Mercedes-Benz S-Class in all aspects, at least it is at the same level.” The tone of the ideal executive is consistent with the ideal’s consistent publicity style.
Comfort is the main focus of the L9. In addition to the refrigerator and TV, the Ideal L9 also has foot rests and a small table board, and the entire interior space is very comfortable. You can watch TV, listen to music, and play games together.
In addition to these, the cameras, chips and lidars used in the car have also piled up new heights in the industry.
In the intelligent driving part, the Ideal L9 is equipped with 2 NVIDIA Orin-X chips, with a total computing power of 508TOPS. In addition, there are 1 forward-facing 128-line LiDAR and millimeter-wave radar, 6 8-megapixel cameras, 5 2-megapixel cameras. Pixel camera, 12 ultrasonic sensors.
Overall, this configuration is a relatively luxurious configuration in new energy vehicles.
For the smart cockpit, the Ideal L9 has two built-in Qualcomm Snapdragon 8155 chips, and is also equipped with dual 5G networks to support gesture control and voice interaction.
In the driving configuration of the car, the ideal L9 front suspension adopts double wishbone independent suspension, the rear suspension is a five-link air suspension, and is equipped with CDC damping adjustable shock absorbers.
For the power part, the ideal L9 is a 1.5T range extender + dual motors, the maximum power of the front motor is 130kW, the maximum power of the rear five-in-one motor is 200kW, the combined maximum power is 330kW, the peak torque reaches 620Nm, and the acceleration time from 100 kilometers It only takes 5.3s. These parameters are also impeccable.
In short, in terms of configuration, the ideal L9 stacks up to the height of the industry. From the above-mentioned hardware point of view, the “best family flagship SUV within 5 million yuan” that Li Xiang called out, and the benchmark Cullinan, still has something.
However, the driving feeling and comfort of a car are personal experiences and opinions vary, so Li Xiang described it like this, and the L9 has plenty of materials, so outsiders can’t pick out any faults.
Like the mobile phone industry, stockpiling is only a prerequisite. Apple’s stacking material is not high, but the experience of using Apple’s mobile phone has been very good. The same is true for new energy vehicles. How to tune the best experience through the operating system is more important.
04
Why are the new forces so noisy?
It wasn’t just Li Xiang who spoke rhetorically.
Li Bin of Weilai: ES7 is a 500,000-class medium and large SUV ceiling.
He Xiaopeng, chairman of Xiaopeng Motors, posted on Weibo, describing the Xiaopeng G9 as “the best SUV within 500,000 yuan”.
Nezha CEO Zhang Yong posted on Weibo: Nezha S is the best coupe within 1 million.
This kind of outspoken product promotion PK, naturally, Huawei executive director and terminal BG CEO Yu Chengdong, at the M7 press conference, Yu Chengdong claimed that Huawei Hongmeng smart cockpit is the best in the world, no one! At the same time, Mr. Yu also supported the program extension technology, which was not very popular in the industry, and successfully attracted the anger of Li Ruifeng, CEO of Wei brand.
At the same time, the air-to-air conversation between the two successfully attracted the attention of the media, and the extended-program hybrid technology was brought out again for comparison.
Evergrande’s Hengchi H5, when it was released a few days ago, also had to follow the customs. The H5, with a pre-sale price of 17.9 yuan after the subsidy, claims to be “the best pure electric SUV in history within 300,000 yuan”.
In addition to the amazing marketing, the ideal overall marketing strategy is also different from traditional car companies.
Traditional car companies generally hold a press conference + test drive mode, but the ideal press conference is completely different.
Ideal attaches great importance to the launch of social media. During the same period of the L9 conference, a large number of advertisements on Weibo and WeChat Moments were placed, and several hot searches appeared on Weibo. In addition to the delivery to auto media and car reviewers, Ideal has also delivered to technology, electronic and digital media.
Ideal to do this is the underlying product logic of new energy vehicles: new energy vehicles are becoming more and more electronic and digital. The sale of new energy vehicles in malls is proof of this logic. Therefore, the launch of technology and digital media is to follow the trend.
Surprising words, mutual tearing of the industry, and adjustment of media delivery, under the background of “software-defined vehicles”, the underlying logic of new energy vehicle marketing has undergone tremendous changes. The ideal is just walking in front of the industry.
“I hope that the L9 will not let everyone down, the cowhide has been blown to the sky.” In the ideal group of riders, a rider said so.
For businesses, marketing is just a means. How to continuously win users through products is the key to determining how far a company can go.
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