Ideal L9 burst orders to the server paralysis! Li Xiang's happiness you can't imagine~

When the ideal L9 was tasted in advance, colleagues in the editorial department had already reached a consensus that the ideal L9 would sell well, but I never expected that the ideal L9 would sell so well!How good is it?It's so good that as soon as the app is opened to accept orders, the server will explode!

Li Xiang's happiness you can't imagine!

Let's just say that Ideal is not a manufacturer that has never seen the market. The previous Ideal ONE sold 15,000 units a month. Ideal for L9 listing must have been evaluated and prepared for the server pressure. In this case, the server will be blown up. !It is conceivable that the order volume of Ideal L9 that night must be a data that makes other new forces look red.

At the scene today, a colleague also asked Li Xiang about the order volume. Li Xiang's original words were: "About the order, it must be very good, the sales of L9 will definitely exceed the ideal ONE, although the price is more than 100,000 more expensive, but there is no The problem. The specific numbers will not be reported. The new forces are more honest, and the traditional manufacturers' reports are too false. Let's just look at the sales volume, the order is useless, and the sales volume and the delivery volume." Thenew forces are honest and dishonest .I know, but the smile on Li Xiang's face at the scene was comparable to the one when Autohome was listed.

As Li Xiang said, the ideal L9 is more than 100,000 more expensive than the ideal ONE, but when the ideal L9 announced the price of 459,800, the first reaction of editors who had seen the real car was how it was sold so cheaply?It's not that we're inflated, or the editors are too rich, it's really the ideal L9 that "gives too much!"

As a 6-seat SUV model, it has a full-size SUV body, independent cinema screen in the rear row, lidar, 7.3.4 panoramic sound, seat massage seat ventilation and heating, and even the third row seats have electric power Seat adjustment and seat heating!You may not be able to understand the surprises this car brings to us just by reading the text. If you want to know more about the ideal L9, please go to the program of the ideal L9 static experience produced by the first electric network. There are very detailed L9 functions there. Introduction and experience.

Why does Li want to be so happy?

If you have experienced the ideal L9 like me, combined with its price of 459,800, you will definitely have as many questions as I do, why?Why can ideal products be so accurate, and why so many car brands, only ideals have made such products?

If you ask other people with such a question, the editor teacher will say: "Because the ideal positioning is accurate, it captures the needs of home users very accurately." But why only the ideal has grasped the positioning, is it only the product manager of the ideal car Is it a smart person, and the product managers of other manufacturers are all fools?Asking Li Xiang with the same question, Li Xiang answered the question from two dimensions.

The first is product positioning. Li Xiang said that in terms of product positioning, there are always people who say that the ideal car’s user group for family positioning is too narrow. Li Xiang feels that this is a lack of basic theoretical and logical judgments.Li Xiang himself has studied this matter for a long time, and he is very confident that he does not believe that anyone can do more market research than he did in Autohome.

Li Xiang concluded that as high as 89% of the car buyers with a budget of more than 200,000 in the Chinese auto market are home users, and Lixiang Auto's current main family user group has actually covered 89% of the 200,000-level user group. , and the ideal car only needs to do is to eat up these market shares in a range by range.

Because of such precise positioning, the ideal team can know what to do, and the functions to meet the needs are in line with the needs of the family.However, some manufacturers think that more than 200,000 yuan should be made for luxury and high-end products. In fact, the team does not understand how to do it. Without the core purpose, they will only build a sense of presence during research and development, and build a sense of presence on product strength.Therefore, the ideal is the success of the core definition. The ideal car is about the family, and every penny and every technology is built around the family, so as to create a product like the ideal L9.

The second is the price positioning. Ideal's two current products are above 300,000 products. In China's auto market, such prices are already on par with mid-to-high-endluxury cars.China's home users are not only rich people. Most Chinese people have a car purchase budget in the range of 100,000 to 200,000. So why is the ideal car only 300,000 products at present? Is it only rich people who are equipped with "ideal"?

Faced with such a problem, Li Xiang took Apple as an example.Li Xiang said that anyone who makes products will study Apple and hope to make products the same as Apple. Li Xiang believes that Apple is about two cores. The first is how to turn a very extravagant thing into one Everyone can get it.The second is having to make very unique innovations in experience and technology.To put it bluntly, Li Xiang believes that the core of Apple is to let you spend a little more money and get the ability that you can only have several times the price in the past, but you dare not aspire to it.

Li Xiang, for example, in 2010 the iPhone4 was priced at 4999, and the Nokia N97 was priced at 8999, but the N97 is actually much rougher than the iPhone4.Only Vertu can achieve the same level of sophistication as iPhone4, and its price is about 30,000-100,000 yuan.Let users go up enough to buy a product experience and product details that were only available at the luxury level and at a very high level in the past. This is the core concept.Of course, at the same time, there must be a lot of innovation in technology and experience in terms of products before users are willing to accept it, otherwise it will become unsustainable.

Therefore, the ideal way to do it is to pull these products, which were considered unattainable by more than 1 million or more than 2 million in the past, to the price of a luxury brand mid-size car.The logic is that although things are a little expensive, things are very cost-effective.This is different from the price-performance ratio represented by making some standardized products into very cheap prices in the past, but a completely different price-performance ratio, which requires different capabilities of enterprises and different methods of selection.Li Xiang said that the ideal is not the "ideal" of the rich, but the ideal of everyone. It may be enough for ordinary families, but enough is an experience that can only be enjoyed at the original level of 1 million or 2 million. The impossible became possible.

After reading Li Xiang's interpretation of positioning, what do you think?I think that in terms of product positioning and the choice of home users, the ideal and accurate judgment is far ahead of other manufacturers.For Li Xiang personally, Autohome is definitely the greatest wealth, because with Autohome, Li Xiang can find out and understand what kind of car to build, and only then can he make accurate positioning like Lixiang ONE and Lixiang L9. product.But in terms of price positioning, I think it is a bit far-fetched, more like an explanation to make the price reasonable. Let's not talk about whether Li Xiang's own interpretation of Apple is appropriate. After all, there are a thousand people for a thousand people. A Hamlet, but as far as the product itself is concerned, Apple is innovating to a greater extent. In terms of innovation in experience, Vertu and iPhone4 are absolutely not comparable, because there was no similar product before iPhone4 appeared.If Li wants to say that the products he made are a tribute to Apple, I think he is more like a tribute to Xiaomi, because it is what Xiaomi does in the digital market by lowering the price of the supply chain and knocking down high-end products.

Maybe the extended range is just a compromise on the definition of the product

Then when we put aside the product, just look at the ideal company itself.Found some interesting things in this exchange.Might as well put forward a "violence theory" first: maybe this new brand that first launched hybrid cars is the brand that doesn't believe in hybrid cars the most!

Why do I say this? Because of our previous judgment on the ideal company, technology accumulation is definitely a shortcoming of ideal. This shortcoming is even in all aspects. The power system is no better than BYD, which has super-hybrid technology, and intelligent driving. However, Xiaopeng, high-speed pilot assistance is also the latest release of the three "Wei Xiaoli".Technology and money are linked. The ideal is now rich, so the first thing to solve is the problem of technical shortcomings. As a car company, it must be the top priority to make up for the shortcomings of power, especially the ideal of positioning family cars. , the economy of the car should be the ideal problem to solve first, right?

Lang Xianpeng, Vice President of Li Auto Intelligent Driving

But the ideal is not. The shortcoming that the ideal first focuses on is intelligent driving. Ideal gave up the supplier solution and established the intelligent driving business department. It invested a lot of manpower and material resources to do intelligent driving, and achieved good results. At the exchange meeting, they ideally demonstrated their current achievements: the total driving mileage of NOA is 24.62 million kilometers, the total mileage of assisted driving is 290 million kilometers, the total mileage of users is 3.06 billion kilometers, the total number of effective learning samples is 330 million frames, AEB scene library 15w+, construction The scene library is 3w+, anyone who has an understanding of assisted driving can understand the gold content of these data.At the same time, in terms of software algorithm, Ideal announced that its software algorithm has won the world's first visual 3D detection accuracy and the world's first visual 3D tracking on the Nuscenes test platform. At the same time, it launched its own HDmapnet program, which can realize real-time construction of high-precision maps. .Based on this information, we can draw a conclusion that if the information released by the ideal is true, then in the next two years, the ideal intelligent driving will be in the first echelon, and the evolution speed may exceed everyone's imagination.

In terms of power system, Ideal has only done two things. First, it invested in a subsidiary to manufacture range extenders, and second, it developed a control system by itself to coordinate the power.Compared with the intelligent driving of a separate business unit, the power system is still part of the vehicle department.The ideal product should use the extended range or the extended range, and there is no further action on the hybrid system.At the same time, Lantu, which launched extended-range vehicles, launched its own super hybrid system "Lanhai Power".

If it was a helpless move to say that there was no money for R&D to do extended-range hybrids before, then it would be a strategic issue to do extended-range hybrids now and even later products. Not investing too much in R&D on hybrid systems may be an ideal idea. EMUs are essentially transitional products, and the transition period is very short. Once the technology is mature, Ideal may turn around and invest in the pure electric camp as soon as possible.After all, Li Xiang is the founder of Autohome. He knows the needs of users so well. Does he know how economical a family car is?

write at the end

If anyone still asks whether ideals have a future, there is no doubt that there must be a bright future.The ideal L9 will probably also create a new history. After all, there has never been a large SUV in the domestic market that can sell more than 10,000 a month. If Li Xiang said that the ideal L9 can outsell the ideal ONE, then the sales of the ideal L9 will be higher than that of the ideal L9. With more than 15,000 monthly sales, combined with the price of 459,800 bicycles, Li Xiang's happiness is indeed beyond your imagination!The success of the ideal car is not only the success of a single product, but also the success of products in the segmented market. The reason why an ideal car can be successful is based on sufficient research on the segmented market.Those manufacturers who produce new cars like hens laying eggs should wake up, "Sir, times have changed!" The dense product list is not a sales password, but a deep understanding of consumers' needs is the password.