After the launch of Mi Auto, Xpeng and Tesla were most directly affected.
Rice’s offline channels have been vigorously expanded since 2019, from first-tier cities to third-tier cities.
In terms of offline experience stores alone, Rice has many more offline channels than other new energy brands.
After the sales for the July quarter came out, everyone in the industry had only one thought in their minds: the Raptors would not be able to escape the river.
As for colleagues who used to fight fiercely in the mobile phone industry, they are all ready to make a move.
Rice can make a car, but I can't?
The most impacted domestic new energy brand is Xpeng, followed by BYD.
Because the positioning of new energy vehicles by these two manufacturers is direct competitors with Rice Auto.
Ideal focuses on SUVs, NIO and Gaohe mainly focus on high-end new energy vehicles. As for Wuling Hongguang, the positioning of Mi Auto is even more inconsistent.
In response to the menacing rice crisis, Xiaopeng held repeated internal meetings to discuss how to respond.
"Let's talk about Rice Auto. Today, He Xiong will talk about Rice's marketing strategy."
He Xiong is the head of Xiaopeng Motors' marketing department and the executor of this battle at the tactical level.
Shopping malls are like battlefields, and Xiaopeng must respond to Rice's fierce offensive.
"Hello everyone, let me briefly introduce the thinking logic and tactical layout of Da Mi Auto's marketing."
"Lei Jun knows very well that new energy vehicles are a brand new field. It is difficult for the customers or fans that Da Mi has accumulated before to be converted into car consumers."
"Furthermore, Rice's long-standing reputation for cost-effectiveness and the quality control of rice phones have been criticized by the outside world."
"Quality control issues are fatal to cars. Therefore, if rice wants to succeed, it can only rely on cost-effectiveness and tangible benefits."
"But cost-effectiveness is a double-edged sword. If you use cost-effectiveness to attract customers, you will inevitably lose customers in the future due to insufficient cost-effectiveness."
"This is a sign that you can't get rid of once it's stained. Lei Jun doesn't want or want to let rice cars be deeply tied to cost-effectiveness."
"So when we saw the pricing of DaMi Auto, although there was still room for price reduction, DaMi Auto did not choose to achieve thorough price-performance ratio."
“Instead, we choose to reserve a certain price space for group purchases.”
"Group buying is a thief trick, and only Lei Jun can rely on his own connections to promote it in these leading companies."
“Manufacturers such as Ali, Goose Factory, and Kechuang Biotechnology have thousands of internal employees alone.”
"Many of these people have high wages, but their working life is short and their savings are average."
"Dami Auto didn't play tricks when it came to group buying for them. It directly lowered the price, and the price reduction was not small."
"The pro price dropped directly to below 200,000, which instantly made it more attractive."
"Furthermore, the product capabilities of Rice Auto are well-developed. He has achieved all the functions and experiences that a tram should have."
"Although I don't say how good it is, at least it is above the passing mark. 1s pro is a tram with no shortcomings."
"As long as the target group purchasers have tried the car, most of them will choose to place an order when faced with such a big discount."
"In this way, Rice Auto has its first wave of customers. In fact, it is cost-effective, but in name, it is the benefits that the company has won for you."
"Today we can see many entrepreneurs who are not part of Lei Jun's circle of friends, and they also hope to talk to Lei Jun about the group purchase of Rice Auto."
"Then Mi Auto's external channels will insist on this price and will never reduce the price. Even the price reduction authority of 5,000 yuan has not been given to offline channels."
"But rice cars have been sold in large quantities through corporate channels."
"It has stirred up public opinion again, and a large number of personal experience videos of rice cars have attracted ordinary consumers from the outside."
"The living space of rice cars has been completely opened up."
“Dami Auto’s product strength is undeniable, but their marketing strategy is also outstanding.”
"It would have taken half a year or even a year to gain consumer recognition for our product strength, but with corporate group buying, we can achieve a year's worth of results in one month."
"Even if the price of a car is reduced by 30,000 yuan, the sales volume of the group purchase of the enterprise with the price reduction is half, that is, 15,000 units. This part of the cost is 450 million."
"And even if the price is 200,000, DaMi Auto still makes a profit."
“Dami Auto’s marketing strategy has been executed perfectly.”
Rice’s marketing strategy is actually very simple, which is group buying.
What other manufacturers cannot imitate is that when their first model was released, they did not have as wide a network of people as Lei Jun.
This kind of enterprise-level group buying is actually of little use if the scope is not wide enough to form economies of scale.
Newly established car companies have limited say in the supply chain.
The voice in the supply chain is limited, and sales cannot be predicted, so costs cannot be diluted through sales. It is difficult to reduce prices so much.
Therefore, the seemingly simple tricks are actually only capable of being played by Lei Jun.
"Everyone, tell me how we should respond?"
"I think Xiaopeng can also engage in corporate group buying and reduce prices appropriately."
“No, it’s easy to lower prices but difficult to increase prices, and all raw materials are rising now. Xpeng’s profit margins are inherently incomparable to Tesla.
Tesla relies on its 50% profit margin to cut prices aggressively, while Xpeng's profit margin is only 20%. "
“We can talk to major Internet companies such as Goosechang, Ali, and Qiandu and give them certain discounts.
Rice can seize these markets, and so can we. "
"I think we can lower the price appropriately, and only lower the price of Xpeng's lowest-priced models until the price is no more than 20,000 yuan different from that of DaMi."
“Whether it’s price cuts or corporate group purchases, they’re all at a disadvantage, and they’ve been dragged into what they’re best at.
I think we should obtain the latest lithium battery patent from Kechuang Biotech and integrate the most advanced technology into the new generation of Xpeng cars.
Kechuang Biotechnology has never been stingy about patent licensing. Rice can obtain the latest lithium batteries, and Xpeng can also do so.
What we need to do is come up with products that are amazing enough to improve Xpeng's overall brand image.
The battlefield of new energy vehicles did not happen overnight. Our war with rice has just begun. Don’t be obsessed with gains and losses overnight.
When looking at the overall situation, the entry of rice is just an episode in China's new energy battlefield.
The success of Rice will make mobile phone manufacturers such as Huawei, Oppo, and Vivo ready to make moves. What we need to do is to improve ourselves.
Huawei, who had never come to an end before, might end up personally this time.
The effect of price reduction is limited. You can reduce prices appropriately through vouchers, but don't expect this method to achieve much effect. "
In addition, offline channels need to be further expanded. Rice’s offline channels are much more complete than ours. "
...
On the first working day after the rice car launch, Zheng Li waited for the arrival of Chinese officials at the Jiangcheng R&D Center of Kechuang Biotech.
Chinese officials specially found Lei Jun as a middleman to arrange a meeting between the two parties.
"The rice car is indeed pretty good, at least as good as Tesla in terms of handling and comfort." While waiting, Li Miaomiao chatted with Zheng Li in the living room.
After the press conference yesterday, Lei Jun gave Li Miaomiao and Zheng Li a rice car.
Li Miaomiao didn't have a car in Jiangcheng, so he drove a rice car when he came to the company this morning.
Her experience was somewhat unexpected:
“I drove my sister’s Tesla when I was in Yanjing, and the experience of using it is very similar to that of a rice car.”
"The level of intelligence is comparable, and the comfort of the seats is even better than Tesla's."
“I feel like my senior brother’s business venture is going to be successful again. I have a hunch that DaMi Auto will become a catfish in the new energy vehicle market.”
Zheng Li nodded and said: "After all, it took so many years to create a product."
Li Miaomiao: "Senior brother still has the strength to make a product worth 230,000 yuan to this level."
"And the price can be even lower through group buying. I looked at the company's internal forum, and there were a lot of discussions, and basically everyone said they wanted to buy it."
"The most powerful thing about Rice's strategy is to firmly fix the price at more than 200,000 yuan and at the same time, ship it internally through cost-effectiveness."
"Through the purchasing power of employees of related companies, we can expand the reputation and popularity of Rice Auto."
"For users who cannot get discounts, the price is still not high. Those who have the means will find ways to buy rice cars with sufficient discounts through friends' credit."
"As long as rice bites the bullet and does not fully liberalize price cuts, rice's next-generation models will no longer engage in such activities, and they will be able to gain a place in the new energy market and gain a firm foothold."
"This strategy perfectly brings out the advantages of rice while avoiding its own shortcomings."
Zheng Li: "It seems that you are very optimistic about Rice Auto."
Li Miaomiao: "I'm not optimistic, I'm just optimistic about their operation this time."
"This market not only includes new energy vehicle companies, but also a large number of joint ventures and new players that are already outside the door."
"Rice has taken the first step at best, but it is still a long way from success. It will take at least five years to make a relatively accurate judgment."
"By the way, what does the Chinese Academy of Sciences have to do with you?"
Zheng Li: "I don't know. Senior brother arranged it and said it was a very important matter."
At nine twenty-five, a man in a white shirt walked into the conference room led by the front desk staff.
"Mr. Zheng, Ms. Li, hello, I am Dong Wenxu from the Huaguo Academy of Sciences."
"Hello."
"Hello."
After exchanging business cards, Dong Wenxu said with a confused expression:
"Ms. Li, I'm sorry, I need to talk to Mr. Zheng alone, because the conversation involves some confidential information, and only Mr. Zheng has the right to know."
Dong Wenxu was previously just an ordinary researcher under the Huaguo Academy of Agricultural Sciences.
Since being selected by Jiang Yan as his subordinate, Dong Wenxu began to be full of doubts about Jiang Yan's work, but later he was convinced.
Under the leadership of Jiang Yan, Dong Wenxu successfully developed a large number of seeds that are highly competitive in the international seed industry market.
Later, after he joined the Bureau of Abnormalities and learned Jiang Yan's true identity, he suddenly realized it.
No wonder I was well aware of the policy changes at that time, and even knew about them in advance.
What he thought was purely random seed selection turned out to be a higher-dimensional observation method brought about by magic.
After joining the affiliated research institute of the Bureau of Abnormal Things, Dong Wenxu found that his scientific research ability was far inferior to that of the great masters gathered from all over the country.
When you are in the pool, you feel like you are a real dragon, but when you come to the sea, you realize that you are just a slightly larger carp.
In addition, the strength of his character is that he is calm and not good at words.
As a result, he was transferred to the Bureau of Anomalies as an ordinary clerk.
At the same time, because he has worked under Jiang Yan for a period of time, he has a high degree of trust internally.
Zheng Li gave Li Miaomiao a slight nod, then looked at Dong Wenxu: "Okay, Miaomiao, you go out first."
Li Miaomiao closed the door after going out, and then Dong Wenxu put the briefcase in his hand on the table.
"Mr. Zheng, since the content of our conversation needs to be highly confidential, the briefcase contains a signal jammer and conversation recording equipment."
"To avoid suspicion, I need you to turn it on yourself. There is a switch next to it."
The purpose of avoiding suspicion is to prevent Zheng Li from misunderstanding.
After Zheng Li glanced at the other party, he let the biological cloud controlled by the real person in the background start operating.
BioCloud conducted a content search on the entire Internet and found Dong Wenxu's information in the public cloud controlled by the Chinese government.
Dong Wenxu's work records in the government public cloud will end at the end of 2022.
Then he found the intersection of his work contents. After analyzing the photos of Jiang Yan, Zheng Li quickly learned Jiang Yan's true identity.
The work records of Jiang Yan and Dong Wenxu in the public cloud were interrupted at almost the same time.
Zheng Li knew Jiang Yan's true identity clearly. Combining his identity, Zheng Li roughly guessed Dong Wenxu's purpose.
This process only takes five seconds.
Zheng Li had just turned on the switch button of the black device on the table.
"Okay, Mr. Dong, it's time to talk."
Dong Wenxu looked at Zheng Li seriously: "Mr. Zheng, I need to introduce myself first."
"I am a staff member of a Chinese government agency. I came to you this time mainly to discuss a cooperation with you."
"The content of the cooperation involves brain-computer connection VR."
"What do you think of magic?"
Zheng Li pretended to think for a moment and then replied: "In my opinion, magic is just a scientific system unknown to humans."
"Although it seems magical and far from traditional human understanding, it can be explained by science after all."
Dong Wenxu nodded and said: "The institution I work for is the official institution for studying magic in China."
"There is a magician within us, and there is more than one."
"Mr. Zheng, your opinion is also one of our internal opinions."
As China's official institution for studying magic, there are many voices that believe magic is also a science.
But as time passed and research on magic progressed slowly, this voice became less vocal than before.
"Are you interested in magic yourself?"
Zheng Li: "I'm very interested. Kechuang Biotechnology also has a department dedicated to magic coin mining, which I am personally in charge of."
Dong Wenxu continued: "I came here this time just hoping to have some cooperation with Mr. Zheng in magic."
“You can experience the magic firsthand through this collaboration.”
