Harisucici
Recently, SAIC’s flagship brand — — Zhiji Automobile announced that its large-scale luxury SUV Zhiji LS7 has exceeded 7,000 units since its pre-sale in late December 2022. Zhiji L7, another model of Zhiji Automobile, has also achieved good sales since it started user delivery in mid-June, 2022.
According to the analysis of insiders, Zhiji brand has only been born for two years, and has launched two "trump cards" products, creating "Zhiji speed". He believes that Zhiji Automobile is a veritable "challenger". This challenge is mainly from two levels: on the one hand, compared with other brands of the same series, Zhiji brand is "harmonious but different" among the new forces of making cars, and adheres to the product differentiation strategy; On the other hand, from the perspective of industry, high-end brand is the dream of all China autobots. The "new luxury" brand Zhiji Automobile broke the game strongly, challenging the extremely involuted market segment between 350,000 yuan and 600,000 yuan with an average price of 388,000 yuan. From Zhiji L7 to Zhiji LS7, we have seen the breakthrough of Zhiji Automobile in the field of high-end intelligent electric vehicles, which reflects the pattern, vision, responsibility and responsibility of SAIC for the future new energy automobile industry in China.
Refresh the benchmark of high-end smart electric vehicles
2022 is the first year of Zhiji Automobile’s products, and Zhiji L7 and Zhiji LS7 have been launched one after another for the mid-to-high-end smart electric vehicle market. Two "trump cards" products have entered the market with strong differentiation, setting a new benchmark for the value of high-end smart electric vehicles.
Among them, the "New World Driving and Control Flagship" Zhiji L7 is the first mass-produced model of Zhiji Automobile, and it is a medium-sized and large five-seat luxury intelligent pure electric car; Zhiji LS7 Zhiji Automobile’s first SUV model. Zhiji LS7 has a length of over 5m and a wheelbase of over 3m. It is a medium and large luxury SUV like X5, ES8, ModelX, etc. It adopts the high-end pure electric structure of iO origin with the same origin as Zhiji L7, providing unprecedented vision, space and new experience of driving control and safety.
In order to build the strength of hard-core products, Zhiji has his own three "persistences".
First of all, Zhiji Automobile always adheres to the brand’s excellent driving control genes. In order to achieve the ultimate driving control, L7 insists on the design of "four-wheel steering+mixed tire width" and WAE Williams master chassis adjustment; LS7 is a "famous brand" all over the body, such as continental air spring in Germany, DampTronic electric shock absorber in Germany, BOSCHEPS electronic steering, DampTronic electromagnetic dynamic damping adjustment system, Italian Brabo braking system, and special tires for PilotSportEV high-performance electric vehicles.
Secondly, in the intelligent field of crazy involution, Zhiji Automobile insists on a lot of innovative practices in the intelligent cabin field of new energy vehicles in the future. The Zhiji LS7, which will be launched in February, will be equipped with a brand-new intelligent cockpit 2.0, combining the original stone valley and IMGO with the IMO version 2.0! , break the barriers between virtual and reality, and bring the car owners a thrilling car experience. Zhiji LS7 will become the first SUV to realize the entanglement between reality and virtual reality, and the first smart car to truly apply blockchain technology.
Thirdly, Zhiji Automobile insists on the forward-looking exploration of user value. As a brand that knows China users well, Zhiji Automobile keeps sharpening its product strength and creates a highly personalized product. Both the high-quality experience brought by Zhiji L7′ s 180+ clean-taste cockpit and the 106-degree super-vision experience brought by Zhiji LS7′ s breaking the routine are the results of "user value" that Zhiji Automobile has always emphasized.
"Extreme Driving Control" Differentiated Label Breakthrough and Segmentation of the Red Sea
High-end intelligent electric vehicles are replacing traditional luxury fuel vehicles as users’ first choice. Under the sweeping wave of industrial transformation, China brands, represented by the new forces of making cars, quickly seized the new outlet of electrification and intelligence and collectively carried out high-end actions. At present, the average price of high-end electric brands in China has exceeded 300,000 yuan.
It can be said that Zhiji Automobile is born at the right time and has a long way to go. Talking about how to break through the Red Sea in this extremely involuted market segment, Tamia Liu, CEO of Zhiji Automobile, gave Zhiji’s opinion.
Tamia Liu said that to do this, hard-core product strength and accurate brand concept are indispensable. The first question that Zhiji Automobile thought at the beginning of positioning its products was: What’s the difference between us and others? In the face of the homogeneous product group image in the market, Zhiji Automobile has its own persistence and understanding of products, and insists on not following the crowd and thinking differently about product positioning.
He further elaborated the thinking of Zhiji brand on differentiation. Under the industry atmosphere of "attaching importance to intelligence and neglecting manufacturing", Zhiji Automobile has always adhered to the brand’s excellent driving and control genes. Zhiji Automobile has created a new "driving control ceiling" with extreme power and control, and created the most remarkable differentiated labels and selling points from other brand products so far.
Tamia Liu said that with the distinctive "extreme driving control" label at the product end, Zhiji Automobile has gained a good brand reputation. This has been certified in the first mass-produced car, Zhiji L7. The product positioning of Zhiji L7 is "the flagship of new world driving control", and the key words such as flagship, performance and track are coming to the fore. In addition, the market order of pure electricity+track has not been fully established, which makes Zhiji L7 in a relatively newer and smaller market. After a year of media test drive, user experience and track brushing, Zhiji Automobile has attracted a lot of attention and recognition for its excellent manipulation genes.
It can be said that the differentiated thinking of "no one has me, no one has me" is the magic weapon for Zhiji Automobile to break through the high-end intelligent electric vehicle. This is not only reflected in the pursuit of hardware "extreme driving control" by Zhiji Automobile, but also makes it not take an unusual path in the forward-looking exploration of user value and insist on becoming a household-type automobile science and technology company.
In the era of artificial intelligence, technology drives user data and has formed new productivity. However, in the face of new productivity and relying on systematic advantages such as products and technologies, almost all enterprises take "wasting user data" for granted. Zhiji Automobile adheres to the respect for users, adheres to the core concept that data-driven is the iteration of brands and products, and chooses to give back the contribution of user data in the form of data rights, so that user data rights can truly land.
Based on the interpretation of the logic of the times, Zhiji Automobile pioneered the "Original Stone Valley User Data Rights Plan" in the world, giving back the contribution of user data through 300 million "original stones". Zhiji Auto took the lead in moving from "information Internet" to "value Internet" and embraced the dividend of the times with users.
Someone in the industry once described Zhiji Automobile as a "rich second generation born with a golden spoon". Different from the establishment of some new power brands, it is only due to the hot money effect of the capital market on new energy vehicles. The Zhiji brand, which has just been established for two years, relies on the top resource-based parent companies such as SAIC, Alibaba Group and Zhangjiang Hi-Tech, and has multiple genetic advantages such as traditional car-making technology and intelligent network connection. Despite such superior "innate conditions", Zhiji Automobile did not choose to lie flat and simply become a part of these new car-making forces, but chose AlwaysDayOne to focus on building high-end pure electric smart cars, and defined "what smart auto time should look like" with the integration of intelligent technology and humanities and arts.
As the "No.1 Project" of SAIC, Zhiji Automobile carries the dream of SAIC’s high-end new energy. While honing bones and muscles with science and technology, intelligence and innovation, and breaking the "ceiling" of the industry, Zhiji Automobile regards the national responsibility of China automobile brand as its own responsibility. Adhering to this responsibility, Zhiji Automobile challenges the industry, by inheriting Ali’s pioneering science and technology genes, giving full play to SAIC’s leading design, research and development, management system and unique advantages in the manufacturing field, relying on the strength of strong alliance to build a strong product matrix efficiently, and running on the road of becoming "the implementer of travel change in the intelligent era".
关于作者