Executive Communications and Implications of Wuling Hong Guang for Tesla Electric Cars
营销代写essay案例 Wuling Hongguang understands the importance of private traffic. They learn from Xiaomi to establish their own fan group, Wuling girls.
Wuling Hongguang has made cars such as stall God car since the beginning of the epidemic, and the label of brand rejuvenation has gradually awakened. According to statistics, in the electric car track, the proportion of female buyers has exceeded that of men, and there is no doubt that buyers in the whole electric car industry are younger (Gambella & Malaguti, 2018). Therefore, Wuling Hongguang Mini EV directly aims at the young women’s market. But with this target market, their positioning can be described as divine operation, because they directly position their products as FMCG in electric vehicles. They are close to FMCG not only in price, but also in production, publicity and channels, with great flexibility and high turnover rate.
Main Body 营销代写essay案例
There is a growing consensus in the marketing community that price is a very important part of the brand rejuvenation strategy, because young consumers are more and more reluctant to pay a premium for the brand. Another word that marketers like to talk about is just demand. It is believed that when the price is low to a certain extent, luxury goods become just demand. The same is true for electric vehicles. When the price drops to less than 30000, buying a car will become just needed. Behind Wuling Hongguang’s low price is policy subsidies, scientific and Technological Development and extreme cost control, which is not easy to do (EV Chinese, 2019).
Consumers will establish a brand image to enhance cognition of the brand. To break this cognition, that is, to break the circle, a very effective way is brand alliance. Wuling found a brand loved by young people, such as Xicha. It made a joint brand, matched with publicity, and instantly broke the circle of the brand and reaped the love of young people.
Private domain operation
Wuling Hongguang understands the importance of private traffic. They learn from Xiaomi to establish their own fan group, Wuling girls. They provide Wuling girls with regular benefits and after-sales service through group pulling, which is a victory of private domain operation.
Young people like to have autonomy, so mini EV has good modification adaptability, which can resonate with young consumers, make the brand more “fun” and set off “viral marketing” on social media.
Referring to the hot sales of Wuling Hongguang Mini EV, most people will blame the price close to the people. Even among the many micro electric vehicle brands known for their low prices, Wuling Hongguang Mini EV is also the only one with the people-friendly attribute. Its selling price of 28800RMB completely refreshes the bottom line of cost control of the whole vehicle factory (Moons & Pelsmacker, 2012). But in fact, the cost control of Wuling Hongguang Mini EV does not have the so-called black technology in the industry, but is a reasonable choice of configuration. “Since we position Hongguang Mini EV as the vehicle demand with a travel radius of 30 km, all our configurations are designed around this application scenario” (EV Chinese, 2019).
There is no redundancy, so the cost is naturally minimized. Tesla has created a miracle of new energy (Wang, Sperling & Tai, 2017).
Many people will think that only high technology can create high value. In fact, there is another way. Think about the comparison between Wuling Hongguang and Tesla. The sales volume of Wuling Hongguang Mini EV electric vehicle overwhelmingly exceeds that of Tesla. 营销代写essay案例
It costs only 28800RMB and can drive 120 kilometers. It became a popular model as soon as it was listed in July. It sold 7348 vehicles in July 2021 and doubled its sales volume to 15000 vehicles in August 2021, becoming the fastest selling small new energy vehicle in the world (Barbarossa & Beckmann, 2015). In addition to the previous legend of Hongguang, the high adaptability of roads and mines, the handling of driving and the tolerance of carrying capacity, Wuling has basically established an image of cheap price and sufficient quantity, which is widely recognized by the market and has won world-class market awards (Gambella & Malaguti, 2018). It can be said that Wuling has its own characteristics. It can be seen that there is not only one way for an enterprise to succeed in its products, but also the combination of practicality at low prices and high cost performance.
According to the analysis of listed companies, in fact, the economies of scale of market share can also be regarded as a moat, such as Haitian flavor industry (Moons & Pelsmacker, 2012).
In fact, the products are relatively simple and the market is completely competitive, but the market share can also constitute a high barrier. If we dig A-share listed companies from this point, there are still many things we can do. Small plastic parts, such as camellia, Supor’s pot, some electronic components, auto parts and other enterprises, and even complete vehicles, such as Anhui Heli and Hangcha group, as long as the market share is the first and second. Even if the technology is not particularly monopolized, the quality control is good (Barbarossa & Beckmann, 2015). The market itself is diamond. From this point of view, a shares and some enterprises have very good fundamentals and are potential stocks. Early speculation can be said to be about stocks linked to consumption or with strong technological monopoly. As a second-line field, these stocks are actually undervalued. 营销代写essay案例
In terms of safety, Wuling Hongguang Mini EV has done a lot of homework.
For example, the proportion of high-strength steel has reached more than 57%, the passenger compartment adopts cage skeleton structure, and the battery compartment adopts frame skeleton structure. The new car is equipped with a front anti-collision beam, and anti concave reinforcing plates are designed in the main stress areas of the body side wall.
In Wuling exhibition hall, there is also a power battery that has been immersed in water for a long time. Not only does the battery operate normally, but also many goldfish swim around in the water. The rumor of “battery radiation theory” is broken (Haustein & Jensen, 2018). Most importantly, Wuling Hongguang Mini EV has passed the safety tests required by all countries, and its safety has been guaranteed to a certain extent. Obviously, on the premise that safety has become a major concern for many consumers, how to accurately convey their own safety concept to consumers will be a major problem for Wuling Hongguang Mini EV sales to continue to rise.
To conclude, the demand for electric vehicles at the high and low poles is divided. High end electric vehicles focus on technology and service experience, and the middle and low end value cost performance and convenience. After the decline of subsidies, A00 electric vehicles are at a competitive disadvantage compared with fuel vehicles at the same price. Wuling Hongguang Mini EV actively lowered its positioning, cut into the low-speed electric vehicle market, achieved sales success, and opened new ideas for A00 electric vehicle enterprises. It can be said that Wuling is a typical representative of China’s automobile “low-cost” solutions. Wuling Hongguang Mini EV, as the company’s representative in the field of new energy vehicles, is expected to usher in high growth for “low-cost” electric solution suppliers.
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EV Chinese, 2019. The China electric vehicle industry. Strategic Finance. Vol.1, no.1, pp 9-15.
Gambella C, Malaguti E, 2018. Optimizing relocation operations in electric car-sharing. Omega. Vol.4, no.2, pp 14-21.
Haustein S, Jensen AF, 2018. Factors of electric vehicle adoption: a comparison of conventional and electric car based on an extended theory of planned behavior. International Journal of Sustainable Management. Vol.4, no.2, pp 90-101.
Moons I, Pelsmacker P, 2012. Emotions as determinants of electric car usage intention. Journal of Marketing Management. Vol.1, no.6, pp 15-22.
Wang Y, Sperling D, Tai G, 2017. China’s electric car surge. Energy Policy. Vol.5, no.2, pp 109-114.