235,800! Why does Link 05 dare to sell this price?

On the 28th, Lectra Motors released a limited edition of Lectra 05 with a price of 235,800 yuan.

Actually, I'm not surprised to see this price. To be precise, it should be said that it has been expected to be around 230,000, because the limited edition of 0 1 was 220,800 at that time, and it is no exaggeration to say that it is the flagship 05 now. However, this price determines that Lexus 05 will only be a model that Taiwan Province builds brand height, does image marketing and sells at a loss.

Today, Lao Xie doesn't comment on cars or flirt with girls. He just wants to use a former marketer, General Ke 05, as a case to analyze it from the perspective of marketing.

Time takes us back to Guangzhou Auto Show in 20 17. 1 17, LECK 0 1 limited edition was officially released. At that time, except for the media, most users knew nothing about LECK, including just a passerby, but I only vaguely knew that Geely had established a high-end brand called LECK.

The key point is that this car has a good appearance and interior, and it is equipped with many high-end equipment, with a lifetime warranty. It is a joint venture with Volvo and has the same technology. Moreover, compared with luxury goods or second-tier luxury brands, it has set a considerable price difference. At that time, it created a vacuum of differentiation in the China automobile market, so it achieved good results as soon as it went on the market (I have the opportunity to discuss why Lexus 0 1 later fell off the altar from the perspective of marketing).

Time goes back to March 28, 2020. After the general manager Ling Kelin announced the price of Ke Ling 05, I asked Li Lishan what luxury brands could be bought at this price. Ashan said: Audi Q3 can land with a low-priced package.

Because luxury brands find that the market is changing, they have changed their configurations to lower their prices. Only two years, completely different from the past. This is the ever-changing China automobile market. After all, this is the fat meat in the eyes of the world's largest market and car factory, and no one wants to lose their hard-earned land. So I said from the beginning that Lexus 05 is destined to be a model with high brand, image marketing and touching sales.

What is image marketing? The online MBA think tank writes like this:

Marketing activities based on public evaluation are the management activities of enterprises in the market competition. In order to achieve the objectives of enterprises, we should communicate with the public groups with actual and potential interests, so that they can form a higher awareness and recognition of enterprise marketing, thus establishing a good image foundation for enterprise marketing and forming a relaxed social environment for enterprise marketing.

Shaping and promoting the marketing image of an enterprise is to expect the marketing of an enterprise to establish a stable psychological position among the public with interests, so that it can have a good evaluation of the enterprise, generate a sense of identity and belonging, thus helping the enterprise to promote products, expand the market, cultivate loyal customers, and create a relaxed social environment for the realization and long-term development of the enterprise's market goals.

Is it a headache? To put it simply, Ferrari has the ability to run F 1, but it is absolutely impossible to sell your car as an F 1 racing car, but to tell you how awesome it is by running F 1, and then make you feel good about it and even admire it.

Don't you get it? A simpler metaphor is that you go to a restaurant that is famous for its Manchu-Chinese banquet, but most people can't afford Manchu-Chinese banquet, so I want to say that this restaurant can make Manchu-Chinese banquet, and other dishes must be delicious, so I started to hold a wedding.

According to my observation, BMW was the first to do this kind of marketing. In the mid-1970s, in fact, BMW's big cars were not easy to sell, but it always insisted on stacking the best materials on its top model 7 Series. Basically, it can be said that if you sell one, you will lose one. The 3-series and 5-series M-series models developed in the 1980s participated in the DTM RV race with the highest specifications in the world at that time, and did not make much profit.

When you get here, someone will ask you why you did it. Because this is the establishment of brand image, BMW doesn't expect 7 Series or M? How good the power car can sell, but the message consumers want to accept is that BMW is the brand of Niu B and has the ability to make this kind of car. Although I can't afford it, I can afford its ordinary 3 series and 5 series.

This is the attraction of brand image marketing. Recently, there is also an example of Linke, that is, Linke 03, which was supposed to hang up, has been rising because of the looting of 03+, which is the transfer and hypnotic effect of image marketing.

Let's go back to Lexus 05. I have been paying attention to this car since the end of last year because of the spy photos, because Lao Xie has always liked the coupe SUV, which is not only convenient to walk, but also full of sports. According to my estimation of the marketing strategy before Lectra, six months after the spy photos were exposed, the news of various test cars would be released for continuous publicity and preheating, and then the media would be found for static testing two months later, and then various publicity and bombing of friends circle would be carried out, and it would be officially listed two months later.

So at that time, I estimated that its listing time was 19 September, but the result was cheated ... because 05 actually took almost one and a half years to go public, which was not the usual routine at all, and even Lao Xie personally thought it was not a good marketing rhythm! After all, no matter how expensive the soldiers are, how can they fight while the iron is hot for so long? Is this the lectra marketing team that I admired at that time?

Later, when I saw the appearance of Geely's stars and moons, I understood that maybe the cars in the same group didn't want to be hard at the same time, so they pulled 05 back. Moreover, the listing rhythm of Xingyue is probably the fastest among Geely models I have seen in recent years, and it was not long after it was released by the Ministry of Public Security, which is completely different from the previous routine.

To be honest, I don't know what's going on inside Geely Group, but Lao Xie, as a marketer, doesn't understand what kind of car Geely is making from the perspective of marketing or marketing. If you want to establish a brand image, why build a coupe SUV to be tough with the cars of the same group? Is it not good to make a large SUV in Taichung? Anyway, it is doomed to sell badly, all for the sake of image.

As a result, it took Lectra an embarrassing year and a half to put 05 on the market. Everyone said it was a shell-changing Xingyue, and then Xingyue didn't sell very well. Although it can't be said that it failed, it did not achieve the original preset effect.

Speaking of this story, I think of two jokes. The first one is that a friend from the media told Lao Xie: I said in the video that the Lectra 0 1 is 70% similar to the imported XC40, which is really a lie. In fact, it's 90%, and the 10% that I don't like is that the configuration of Link 0 1 is better!

Second, I asked a media friend when I was chatting with him in Beijing some time ago. There was no information about lectra 0 1 at that time. How dare you buy the limited edition of Time directly? He said: I drove it secretly. After driving, my intuition is that he is a Volvo with a shell. How dare you buy it!

So I really want to rehabilitate 05 here. Although they are all CMA platforms, look carefully. Xingyue wrote that there is a G in the lower right corner of CMA (very small if you look carefully), which means it belongs to Geely's CMA adjustment platform. I'm not saying that Geely's training is not good, but we must pay more attention to the national conditions and road conditions in China and the usage habits of consumers in China.

Lectra is still a team with European regulators as the main body. After all, in addition to Volvo shares, Lectra will be listed in Europe in the past two years, and it must be adjusted to the tastes that Europeans like, so you can only choose Lectra if you want to buy a European car.

I've touched both cars, and I've driven Xingyue and secretly tested it. Because I am a small coffee, I have no chance to participate, but I have combined the opinions of my big coffee friends who came back from the test drive and referred to my past experience. It is indeed like this. Power I don't think the same powertrain will make any difference, but although Xingyue is a coupe SUV that looks very sporty, its chassis is soft. People who have driven 05 have told me that the chassis is hard and full of European flavor.

Some people will say, oh, it's better to make the G 05 this way, but if it's purely from the chassis, I can only say that not everyone likes hard work, and not everyone needs to control it. After all, China still has more opportunities to buy cars than to run mountains. What if your mother-in-law doesn't marry your girlfriend?

But if we talk about the interior, I really think the 05 model has more than one grade. Although they are all rich in configurations, the texture of 05 is really the best among domestic cars I have ever seen, even compared with imported brands. After all, texture is the most difficult to build, just like a woman's temperament, it needs natural beauty and experience accumulation.

Finally, I want to talk about my personal views on the marketing strategy of Lake 05. Although I have learned that LECK said LECK 05 was for young people, I think the price of 65,438+08-220,000 is beyond the reach of most young people. If the family wants to pay, my parents must have something wrong with their looks, let alone the rich second generation. Who will look you in the eye, BBA or Porsche?

Therefore, I think the target group of this car is "rational men" who are 28-40 years old, unmarried or just married, have no children or young children, like to be different, care a little about the quality of life, and like to use niche brands, so they have no myths about brands and even know a little about cars (most women don't have to ask me when buying a car, because there are only three points, which are beautiful! It looks good! It looks good! )? .

Therefore, if I want to make a marketing plan for 05, I will define this car as image marketing from the beginning. Besides creating a unique temperament and texture, I will definitely bite BMW X4 and Mercedes-Benz imported GLC? COUPE to benchmark and tell consumers that I am as good as it, but I only sell you two-thirds or even half the price.

Don't think it's a well-meaning compliment. You can go to car home and look up the three-car configuration table PK, and you will find that except the wheelbase is a little short, everything from horsepower to interior to equipment is similar.

When it comes to safety, the impact performance of Lectra 0 1 in China Insurance Research Institute is obvious to all, so I believe that the 05 with the same brand and platform will not be too bad, and I have been to Lectra Factory and know how awesome this factory is, so I have relative confidence in the assembly quality. Finally, the car that was overturned by everyone before 0 1 was replaced by Qualcomm Snapdragon's top car 820A? The CPU has been upgraded.

So why are you embarrassed to compare? Although some people say that this is suspected of touching porcelain, it not only lets consumers know that they have bought a product with high cost performance, but also has more confidence to introduce it to others when they are away from home, and can also rationally analyze and listen to their choices.

I think this kind of marketing is very good for domestic mobile phones, but it seems that only new energy and new forces dare to play with cars in the automobile industry. What impressed me the most was that at the press conference of Li One, CEO Li wanted to say directly, I will give you all the configurations, but the cost of only one BMW X5 is less than half.

Link and even the whole Geely Group are the manufacturers that Lao Xie personally thinks that China or the whole Chinese world has the best chance to catch up with or even surpass luxury car brands. As for the brand Kelin, I have been doing well except the strategy of driving (I think the driving order should be 0 1, 03, 05, 02). If we can be bolder in marketing, we may really have a chance to see the brand belonging to China people spread abroad one day.

After the price was released, a friend of Lectra asked me what I thought. I told him I could buy Audi Q3 at this price, and he said the connotation was too bad!

My faint answer: do most people who buy LV care about its skin?

Finally, some people say that everything in this world is inseparable from routines. In fact, the routine is marketing. All routines become transparent when they encounter marketing, and marketing breaks the routine. See you next time! 、

PS: If you like Lao Xie to write about cars from this marketing perspective and interpret the marketing models of more car manufacturers, please order a good-looking one or three links, and I will share it with you.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.