Bitauto Original On August 22, 2022, Nezha Automobile held an online media exchange meeting in response to the Nezha V model order sales exceeding 100,000 units. During the meeting, many important information about the Nezha V model was explained to everyone. and future planning.
The keynote speaker at this event was Chen Yinbin, senior director of the UV Brand Department of Nezha Automobile Brand Center.
Mr. Chen said: “Today we would like to take advantage of the good news about NezhaV’s sales and share with you the achievements of our NezhaV in the industry in recent times. I also hope that all media teachers will pay more attention to and understand our model, because there are too many topics in the entire industry for new car manufacturing forces and new energy vehicles, and I believe everyone has already done so. It’s too late to catch up. There are still so many attractive models that are in the spotlight waiting for you, so for Nezha V, a model positioned within 100,000 Small pure electric SUV is actually often ignored by our media teachers, but this does not affect its gradually improving performance in our entire market and in the hearts of users
You can actually see that from the beginning of our establishment to the 6 month of 2022, the cumulative sales of Nezha Auto reached close to 16 span>10,000 vehicles, a growth that has been achieved for 24 consecutive months. I believe all media teachers who follow our monthly battle reports can discover this. And behind this report card is a very important model, which is the NezhaV we are going to talk about today. In the past 7 months of Nezha Auto, we have ranked 46 months. > silver medals and 2 bronze medals, all of which entered the top three. A relatively good result, and in July we finally received our gold medal. We have delivered 14037 units, which has achieved the goal of our entire car manufacturing Ranked first among new forces in bicycle delivery, all data comes from data from the Passenger Car Association. Behind the growth of this data, we can see that our entire model is growing at a relatively fast rate. The cumulative year-on-year growth rate of the pure electric market from January to July is 113.5% Of course, this is also affected by our entire supply chain and entire energy system, as well as the impact of chip supply, and our current flagThe two core main models Nezha U and Nezha V still perform well in such a general environment, among which 1-7Month NezhaV year-on-year growth reached123.5%, exceeding the industry average, and NezhaU has increased by 485%, returning to Nezha at a faster speed< span>U should have a sales growth level. Therefore, these two products should be said to be among the best in our entire new energy market, not just in the category of new car manufacturing forces, but in all pure electric markets. This is actually beyond the expectations of many consumers and many media teachers, because they may usually pay more attention to those models in the spotlight, but they did not expect that a model like Nezha V is actually very The practical small car is favored by the majority of consumers and has achieved very good market performance. This is an important reason why we are growing so fast now.
You have seen that we officially launched the brand in 2018, and officially launched the first product in 11 of 2018. In just a few years, our market share in various market segments has reached a relatively high level. In the A0 level pure electric market segment, our Nezha V has accounted for more than 10% of the share, reaching 12.5 %, which for a single model is A very considerable proportion. Slowly as our product strength further improves, and as our products continue to be updated and upgraded, we believe that this market share will further increase, and it will also become our Nezha Automobile It is an important product barrier in the 10 market below 100,000 yuan. It is precisely because of this that the core information we share with you today is this. Our NezhaV only took 21 months to become a new car-making force. 10 Such a sales target of 100,000 units has been achieved. It broke some of the records set by the original Ideal ONE, Xpeng P7, Weilai ES6, etc., and became the fastest to achieve it so far< A new model with span>100,000 units. We also believe that this model will continue to set new records in the future and create new miracles.
In addition to understanding this data today, we may also want to spend some time talking about why we can achieve such a fast growth rate? What have we done to enable NezhaV to have such a good market response? In fact, when we look back at the path that the Nezha V model has taken since its birth, we will find that this model is indeed a good-looking and stylish model that also meets the needs of users. A good car with high quality and price ratio. It was officially put into the market in 2020, more than two years ago. On 2020’s 11 month 3, the first Nezha V was officially launched and delivered to us. One of the car owners was Ms. Song from Beijing. I was honored to invite her to our factory for such a simple and grand car delivery ceremony. She also became a witness to a milestone for our Nezha Automobile. Now she is also a very famous image ambassador of Nezha Automobile, constantly introducing this favorite model to her friends and people around her in Beijing. And in November of 2021, just one month later, we brought the more intelligent Nezha V to the market Pro models have comprehensively upgraded the intelligence of Nezha V models, bringing L2 level intelligent driving assistance systems to this market. , it can be said that it provides Nezha’s answer to the question of whether a smart car can be built under 100,000 yuan.
Looking back at our products, we can actually say that we have provided consumers with more features in terms of appearance, performance, battery life, smart cabins, smart driving and other systems that consumers are now very concerned about. , a product and service that exceeded their expectations, and thus created a distinctive product label for young people's trendy smart cars, and became a benchmark model in the 10 class. I believe that all teachers are very familiar with the specific product selling points, so we will not describe them one by one today, but you can see from a few core highlights that this car is not a comprehensive car, but it is Can catch 10 and use it at level 10,000 It is a car that is the core pain point for users, whether it is its handsome appearance, or the excellent dynamic range brought by the 70 kilowatt motor, and the 14.6< /span> The large central control screen brings an intelligent interactive experience. And we have 14 high-precisionThe 15 intelligent driving assistance functions brought by the sensors all bring users a comprehensive, and most importantly, just the right product experience. At the same time, as we just mentioned, in addition to the two product events, our car itself is also constantly evolving, making it a more fun pure electric model. We launched it in 2021 last year In June, we officially launched an important commercially modified version of ours, which is the Nezha V witch version we see now. It is based on our Nezha VDuring the sales process, After fully absorbing users' demands for car models and users' insights into car model modification behavior during their own use of the car, we officially made a commercial modification work on this model, and this work was also shortlisted for the international CMF Design Award Appreciation, I think this is a good affirmation of our design capabilities. At the same time, this car also allows us to better explore the female market and become the first choice of new energy vehicles for more and more female users. an important symbol.
In addition, in addition to the success of our business in China and the recognition of many consumers, in fact, it is easy for everyone to ignore the information that Nezha V is still made by us. The first right-hand drive model launched by the new car force. At the ASEAN Expo in September last year, we officially released the right-hand drive version of Nezha V and officially launched our Nezha overseas plan. You should be able to see the good news in major media soon that the right-hand drive version of our Nezha V is officially launched in Thailand. Although it has not been officially launched yet, our pre-sale work has already started. After this car was unveiled at the Bangkok Motor Show in March this year, it has been widely favored by consumers in the ASEAN market, and has even become a craze. The enthusiasm even exceeds the consumption of many electric cars in our country. who. As you can see, for the Southeast Asian market, the new energy market is still in its infancy. It is basically the same level of development that China experienced almost 3-5 years ago. Nezha V is said to be very mature in the Chinese market and has a very high market share. When brought to the Southeast Asian market, it is actually very popular among Southeast Asian users. A choice. Now it is not only recognized for the function and shape of the product, but more importantly, it has become a Chinese brand and even a synonym for technology and fashion. Now, whether it is in our various test drives or our pop-up stores in supermarkets, many consumers come here to experience our cars. I believe that the future is waiting for us.The right-hand drive version of Nezha V is officially launched in Thailand and other ASEAN markets. The overall sales volume of Nezha V will reach a higher level. .
I just mentioned so many changes in our models, as well as our impact on overseas markets. I just mentioned that the reason why our car has such a good market performance is actually because it is a very down-to-earth, Very pragmatic products are inseparable. In fact, you can see that in our entire 10 pure electric market below 10,000 level, there are not that many products that can really enter the eyes of consumers. As for the core products of our friends, In fact, we have given consumers higher quality, more experience, and even richer services in the same price range, whether it is our models or the size of the body. In terms of size, space in the car, our battery life, and our motor power, etc., these are all products that are enough to outperform our competitors, so this is why consumers spend less than 100,000 yuan. Nezha V will be regarded as the first choice model in the class range. It is a very good choice whether it is a first purchase or an additional purchase.
To sum up, what did we do right to break through 100,000 so quickly? I believe this is a question in the minds of many media teachers, and it is also a question that I hope can be solved through this media exchange. Of course, what are the success factors of a model? There are many, and there is even a factor called luck. Indeed, this luck is our new car-making power, an east wind for the development of our new energy market, and the surge in user demand for new energy vehicles, such a market spillover effect. But for us, what are we doing right? I think we got two things right. The first point is the product strategy of “big versus small”. Because whether a new energy brand or model can truly succeed is closely related to its positioning. The most important thing is the product, and the product speaks for itself. Take our Nezha V as an example, it has adopted a product strategy of "beating the small with the big" to ensure that we can provide consumers with better products at the same price in the market. More, whether it’s space, performance or intelligence. Of course, in addition to this, what we have not mentioned today is our service, because it relies on the strong and rich service system of the entire Nezha Automobile, and relies on the very considerate services we provide users including Nezha power-up. Serve. It is precisely relying on these that makes Nezha V become a truly good smart car in the 100,000-level market.
What’s the other thing you did right? It is our precise insight into users. On the one hand, this insight is reflected in our styling. These are the users’ original words,He thinks NezhaV’s style is classic and grand. Of course, this term may be a matter of opinion, but at least one thing he described is very accurate. He said NezhaV Even if it is parked next to his Porsche, the price will not drop, and it is quite respectable. This is also the inner self-confidence of Nezha V car owners. I hope that after the rise of Chinese brands, our Chinese brands and Chinese fashion brands can also bring this kind of confidence to consumers.
Second point, we are the role of "L2 popularizer" within 10 yuan, which truly allows users to perceive it, and it is highly perceptible< span>15 smart driving functions are available for the first time in 10 class models. I believe all media teachers have this impression. It should be at some point last year that a big shot in the industry put forward a point of view, "You can't build a smart car for less than 150,000 yuan". This The opinion caused a sensation once it was released. Many people thought that if you want to experience the level of intelligence of our pure electric models, you have to spend at least 15The cost is more than 10,000 yuan, but the answer given by Nezha Automobile is not. We insist on equal rights in science and technology. Everyone has the rights to enjoy the benefits brought by technology, so we are also committed to 100,000 yuan or less. The Nezha V model brings consumers a truly L2 level of intelligent driving assistance experience.
The third point is that in the details of many of our products, we actually have in-depth product insights and are closely integrated with user needs. For example, we will find that the number of female consumers in our current A0 market is close to half of the country. This is the data of the entire industry, close to the majority of the country. Many female consumers buy this car as the second car in the family. It is mainly used in daily commuting scenarios of some families. Whether it is picking up children or commuting to and from get off work, they prefer that their car is flexible. It's light, so NezhaV thinks more about these small details and little thoughts. We have reduced the diameter of our steering wheel by 9%. This not only provides our drivers with a better driving vision, but more importantly, the entire car becomes more agile and more friendly to women. And it is these little thoughts and insights that further gain the favor of users. In fact, at the terminal, you will find that many users have been impressed by the details when they first sat in the driver's seat of NezhaV, fell in love with this car, and can quickly place orders. , which is why we reached it so quickly10An important reason for this. If the media teachers here have not personally driven this car, you are very welcome to visit our user centers and experience centers to experience the Nezha V car for yourself. Especially female media teachers can really experience it. Go and experience this car. It is small and exquisite. This car brings just the right trendy experience to our users. To sum up, if I want to sum it up in one or two sentences, the first one is that Nezha V is a car that adheres to Nezha Automobile’s concept of “technological equality” and practices it in 10We are committed to building a good smart car even within a thousand years, and bring such a product to consumers. Based on this product and looking at our users, we found that the launch of this car is actually a big plus for the Nezha Automobile brand. Our users have become younger and more diverse with the evolution of this car. , through 2022 monthly terminal data from 1-7, we found several interesting numbers: The first one is our The proportion of C users has reached 97%, which has also made some original rumors in the market self-defeating. In fact, we are seeing more and more More and more home users and purchasers choose Nezha V as a very important means of transportation in their lives. The second is that our female users have reached 60%, which is much higher than the industry average, and even much better than some models that focus on women. Therefore, many women are attracted by the appearance of our products. Impressed by value, intelligence, performance and light and flexible handling, choose our Nezha car. Third, 41% of users are new first-tier or second-tier consumers, so this car is increasingly entering some mainstream urban levels. I believe many teachers go there for fun or business trips. , you can see Nezha cars everywhere on the street, including NezhaU and NezhaV. This is why we are now increasingly favored by first-tier cities and A performance recognized by consumers in new first-tier cities. Fourth, we are young and diversified. 40.5% of our consumers are born after 90 and 00. Many people become Nezha V’s first car owner, it is this car that gives users this The good experience and perception of Nezha has made many NezhaV users continue to inherit the brand, and now they are beginning to care about our NezhaS and NezhaU models, considering future upgrades and replacements in the Nezha brand system, this is alsoI think NezhaV’s very good product capabilities can give us an extra blessing.
Behind the user data are actually user portraits. Through our analysis of users, we can conclude that the users of Nezha V are such a group of people. They are young, fashionable and dare to pursue , at the same time, they love life, have the courage to make breakthroughs, enjoy every bit of life, be loyal to their dreams and create the extraordinary in the ordinary. What does this refer to? It means that our car owners regard this car not only as a simple means of transportation, but also as an indispensable decoration in life. There are many car owners who like this Nezha A lot of modifications are done on V. We have seen many exciting modification solutions on various forums, which has confirmed our future development direction for the Nezha V product line. In addition to following the product life cycle management every year, we Annual models are launched and facelifted cars are launched every two years. In addition to the model, we may also adapt to the needs of users more and continue to develop some trendy and commercial versions to meet the personalized needs of users, so that NezhaV is not only It is not only a means of transportation, but also a platform and carrier for self-expression.
NezhaV can be said to be a small product with great charm. Not long ago, J.D. Power announced the ranking of China’s new car charm index, Nezha V span> won the first place in the small pure electric market segment, beating out very competitive products from rivals, such as BYD Yuan Pro and Euler Black Cat. This charm index is actually a comprehensive evaluation index for car models. It is not only measured from the product itself, but also mainly from the organic combination of user experience, product styling and product functions, giving a score from the user's perspective, and ultimately Nezha V received a high score of 755 and also won the first place among users in the small pure electric market. I hope we can keep this list and continue to defend the title in the future.
After talking so much, let me summarize, why can Nezha V break through 10 million vehicles so quickly and achieve good results? Of course, this is inseparable from the concern and encouragement of all media teachers. In addition, our Nezha Automobile is also sailing on the wind, 20221-6Month, Nezha Automobile won four silver medals, two bronze medals, and finally won the gold medal in 7 month, and worked hard to maintain the championship in 8 month and the following months. status, NezhaV has also won the sales top spot in the new pure electric market for 3 consecutive months. J.D. PowerWe also ranked first in the charm index. In addition, overseas markets are about to become a new engine for the Nezha V model. We are now ready to go and look forward to the attention of all media teachers. Finally, we also hope that the Nezha V >This model keeps moving forward, never forgetting its original intention, and letting us meet on a higher mountaintop. That’s all I want to share with you today, thank you all.