The pragmatism and sincerity of Haima: activating the hidden demand of MPV with category strategy

Wen | Guo Wenjing

Figure | Source Network

When an enterprise develops to a certain stage, it will re-examine the market it faces and make corresponding adjustments and layouts. In the past two years, Haima has been the same. Although it has suffered the impact of the epidemic, it has not given up its efforts to break the game, and recently launched a heavy new car-Haima 7X.

The car was officially launched on August 23rd, aiming at the car demand of the second-child family in multiple scenarios, and shouting the slogan "The first car really built for children in China", with the price range of 125,8-149,8 yuan. As a brand-new model, Haima 7X has a very positive effect on Haima automobile.

why did Haima choose to bet on MPV instead of the larger car and SUV market? The reason is very simple. Although the MPV market has a relatively small share, there are gaps and unmet needs. At present, the MPV market is obviously "polarized". There are either joint ventures with a price of 2, yuan or more, which focus on business, or low-end independent MPVs with a price of 1, yuan or less, and few boutique models with a market segment of 1,-15, yuan.

however, with the increase of second-child families and consumption upgrading, consumers have a stronger demand for a high-quality and cost-effective MPV model, but there are not enough products to meet their needs. Haima Automobile, which has been deeply involved in the MPV market segment for many years, naturally took the lead in gaining insight into such market changes. At the same time, thanks to the successful experience and deep accumulation in the past, Haima also has the ability to meet such demand, so Haima 7X came into being.

It is worth noting that the product strength displayed by Haima 7X makes consumers full of expectations, thus making the market clearly feel the pragmatism and sincerity of the enterprise.

at the listing conference of Haima 7X, Jing Zhu, chairman of Haima Automobile, said that in the future, Haima Automobile's products will adhere to the "category strategy", concentrate superior resources to create differentiated products, and seek breakthroughs from key market segments. "Category strategy is not to do everything, but to be a champion in a single subject if you want to do it."

Under the background that the China automobile market has entered the stock competition, this is obviously a "differentiated" play. Instead of dispersing investment and blossoming in multiple market segments, we concentrate our superior resources on one point and seek a single breakthrough to drive the whole enterprise upward. This idea is a "pragmatic judgment" based on the current market environment and the development of Haima Automobile itself.

at the same time, as mentioned above, Haima chose to focus on the MPV market, which is not a "whim", but also based on a deep insight into the market demand and a clear understanding of its own strength. In the MPV market segment, although the overall size is obviously different from that of SUVs and cars, it also means that there has always been a blank area in this market segment.

this is recognized by the industry, especially after the liberalization of the second child policy, the industry has always believed that MPV market segments will usher in a relatively obvious development, and the reason why this development has not come is not that the demand does not exist, but that the products that meet the needs of consumers have not appeared, which has led to the tepid situation of medium and high-end household MPVs.

in other words, as long as there are products that truly meet the needs of consumers, this market segment is likely to become a "new blue ocean". For Haima Automobile, such a market segment is just suitable for enterprises to implement "category strategy". More importantly, as a rare MPV "expert" in independent brands, Haima has the strength to achieve this breakthrough.

In the early years, MPV Prima was the main sales force of Haima, and it was a pioneer in the domestic household MPV market. It was the original concept of a generation of household MPV models, which can be said to be the memory of a generation of Chinese people. Moreover, Haima has never given up its deep cultivation in the MPV market for many years, and has been at the forefront of expanding the domestic MPV market segment, and it has its own unique understanding of this market segment.

there is demand in the market and enterprises have strength. under such circumstances, it is indeed reasonable for Haima to choose MPV market as the key breakthrough.

Of course, the key to the success of this car and this strategy is whether the product is of high quality. By "high quality", I mean not only whether the product quality has passed the standard, but also whether the product has insight into the hidden needs of potential users and whether these hidden needs can be activated by the product.

From the perspective of product positioning, Haima 7X clearly shouted the slogan of "China's first truly built car for children", made in-depth research on the travel scene of the second-child family, and made many functions and configurations designed for practical application scenarios, which highly met the travel needs of the second-child family.

take the "space" that the second-child family cares most about when traveling as an example. The body size of the hippocampus 7X is 4815*1874*172? Mm, wheelbase 286? mm； Provide 2+2+3 and 2+2+2 seating layouts, with an oversized aisle of 22? Mm, easy to get on and off; The first row of seats can also be tilted backward by 9 degrees and connected with the second row of seats to form two super-long sofas, while the second and third rows of seats can be completely tilted forward to form a "big bed" with a length of 215mm* a width of 12 mm.

this body size has obvious advantages in the same class, which is enough to meet the travel and riding needs of the whole family, and various seat layouts also take into account the scene needs of the second-child family traveling together, so that not only the whole family can sit down, but also they can sit comfortably, and a double bed can be obtained after the rear seat is put down, which can not only become a playground for children, but also meet the needs of adults for a short rest when they travel, and relieve the fatigue of taking care of the baby.

luggage space is also very important when the second-child family goes out. Children's strollers, grandparents' crutches and wheelchairs, parents' folding bicycles, etc. all need space. In order to meet this demand, the 7X trunk of Haima has a depth of 42mm, which can easily accommodate two 24-inch and one 2-inch suitcases. There is also a lot of storage space in the car, and there are as many as 2 storage spaces in the whole car, which is enough to put down the belongings of the whole family.

This is not enough. Since we want to be "the first truly built car for children in China", we should not only meet the needs of the second-child family for family travel in space, but also let the children travel easily and happily and play "safely". Therefore, Haima 7X has done more work for children's safety in addition to vehicle safety.

The news about parents leaving their children in the car for business often appears in newspapers, which has caused countless tragedies. In order to avoid the recurrence of such "tragedies", Haima 7X is equipped with a reminder that children are locked in the car. After closing the door, it monitors the objects in the car through sensors. Once the children are found locked in the car, it immediately gives an alarm through the buzzer and the warning light flashes, and sends a reminder message (SMS) to the owner's mobile phone.

When parents travel alone with their children, it is inevitable that they can't take care of the children in the back row when driving. However, during long-distance driving, children will always be "unable to sit still" and have a strong curiosity. Maybe they will pick up something to eat at random or bump when they move too much. For this reason, the hippocampus 7X is equipped with a child monitoring image system, and the high-definition camera located near the front dome light allows parents sitting in the front row to pass through the 12.3-inch central control screen.

in addition, the hippocampus 7X is also equipped with relatively conventional safety and health configurations, such as one-button control of child lock, two rows of child seat fixtures, ecological purification cabin, VOC and odor control in the car, and entertainment configurations such as exclusive voice control in the back row can not only make children more interesting during the journey, but also prevent them from being dangerous because of boredom and crying during the long journey.

Only from these two aspects, we can clearly feel that Haima7x has a deep understanding of the travel needs of the second-child family. These seemingly "details" product settings are actually the real needs and pain points of the potential users of home MPV. Moreover, Haima7x's "intimacy" and "sincerity" are not only reflected in these aspects, from appearance modeling to interior configuration, from riding comfort to driving smoothness, Haima7x has spent a lot of thoughts.

written at the end

It can be said that Haima's launch of Haima 7X this time is based on a deep insight into itself, the industry and the consumer market, and in the increasingly complex China automobile market, this tactic of "making small and making big" may have a miraculous effect.

in addition, the expectation of Haima's re-starting is not only the effect of brand-new strategy and new products, but also the support of Hainan provincial government for automobile manufacturing industry and whether Haima's investment in R&D for many years can achieve positive results. Although no one can judge the result of Haima's re-departure, such Haima deserves more patience.

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