How did Li, who was priced above 300,000 yuan, get it?

Do you know how difficult it is to build a luxury car brand?

Audi was founded in 1909, Mercedes-Benz in 1883 and BMW in 19 16. These three well-known luxury car brands have experienced a hundred years of polishing before they have their present glory. It stands to reason that a brand-new luxury car brand should start from the beginning in such a mature era of automobile development.

How important is a suitable "timing"?

When you see "Wei Xiaoli" who stands out from the auto market, I believe you already have the answer in your heart. Undoubtedly, this is an opportunity to "get out of the circle". I want to mention Li in particular here, which can be described as high-end from the beginning. The price of all models is 300,000, and the key is that the sales volume is not bad, even exceeding BBA.

According to the sales data in February this year, the sales of Ideal L8 and Ideal L9 surpassed BMW X5 and Mercedes-Benz GLB, and the total sales of Ideal L91~ in February surpassed Audi Q5L, ranking fourth in the sales list. Seeing this, I wonder if you have the same doubts as the wheel. How did this new generation brand win the BBA award?

Borrow the east wind of new energy? The convenience of selling cars

There is no doubt that Li's glory is inseparable from the prevalence of the new energy era, which is the key factor to "go out of the circle". Secondly, in terms of product positioning, Li is very clear, and the concept they convey to consumers is clear: "Create a mobile home and create a happy home."

This brand positioning quickly fermented in the market, causing consumers to scream, making driving and riding as comfortable and convenient as at home. It's hard not to make people want to try this product. The key is that consumers will know the true meaning of ideal brand positioning after trying it, as if they have found a long-lost confidant.

Taking the ideal L8 as an example, it not only achieves the standard of magic carpet air suspension and dual-motor four-wheel drive, but also takes into account the needs of cities and off-roads, and achieves a very comprehensive goal. Therefore, most consumers who have tried Li have such a cognition that this leap-forward consumption experience gives people the feeling of one word-cool!

Then jump out and have a look, you will find that it actually has its own selling point like BBA. BMW relies on manipulation, Mercedes-Benz relies on comfort, and Audi relies on "light factory", so the ideal depends on the concept of "home", which is one of the main reasons why it can compete with BBA.

There are two reasons: differentiation war? Li won the game.

As a completely different product, Li has obvious advantages in differentiated competition. When tankers and trams compete with each other, the appearance of extended programs makes up for the shortcomings of both sides. Not only the travel cost is lower, but also the confidence to travel long distances. Looking at the product itself, you will find that most of Li's vehicles are 6-seat layout. While considering comfort, we also take into account practicality, in one word-absolutely!

As Li's brand slogan says, as a "mobile home", it can give you a sense of security and warmth. Take the ideal L9 as an example, for example, when going out for a long trip and encountering difficult sections, its variable suspension function and powerful electric four-wheel drive can help you out at any time. In addition, the rich configuration is also full in a straight line. Outside, full speed adaptive cruise, what about small cars?

Therefore, in the confrontation with, Li's differentiation formed a dislocation competition with them, touched the pain point of the industry, directly hit the weakness of consumers, and finally won the overall situation.

This article comes from the author Hao, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.