In order to live in seclusion, I tricked my roommate into falling in love.

Chapter 611 I'm here to be abstract
Of course, it’s not just empty talk.

Eating only one kind of coarse grain will definitely lead to unbalanced nutrition. You still need to have some main dishes and delicious food.

Zi Xiaowei pointed to three prototype car models about half a meter long in the design center, which are the three models that Gaohe has currently launched.

He issued the clearest directive: "At the auto show in May, I clearly stated that this brand-new SUV, priced at 300,000 or 400,000 yuan, was a complete failure. It was more like a product created out of spite due to lack of market acceptance. It made compromises everywhere, yet arrogantly tried to retain some of its own characteristics..."

I don't know who makes up this R&D team, but their enthusiasm must have been poured with a bucket of cold water.

Let’s listen to the super-selling host Xiong’s words.

Including those big guys who just came upstairs following the sound, together with the IPO consultant experts, they saw what the legendary live streaming sales of over 100 billion yuan were thinking:

"This car is a standard B-segment car in terms of size, not even a full-size C-segment model, let alone the luxury of a D-segment car of this size. So, are you guys just going to all that trouble to put a flip-up rear door on it?"

"Consumers who appreciate this kind of unusual and novel design must have unique tastes and demand something special, but everything else about the car is bland! They won't buy it. As for those who think the bells and whistles are impractical, they certainly won't even glance at this car that's 90% an ordinary pure electric new energy vehicle with 10% of special features added in out of spite. Fortunately, it hasn't even been put on the market yet. This will be a shameful product that will bring shame to all design teams even more than the previous full-size SUVs and full-size coupes!"

I don't know how the Gaohe design team and senior management, who had been struggling in the quagmire of bankruptcy for a year or two, decided to launch this model at the most critical moment.

This should be the last straw that breaks their hope of turning things around.

The appearance is similar to most pure electric new energy vehicles on the market, softening the previous sharp mecha style, making it more acceptable, but also more ordinary.

The interior is also ordinary, with a few screens and a simple and ordinary design language.

Every detail seems to be haha, you can't understand the sophisticated designs I made, so I will make them according to the street stuff, and if you still don't buy them, it means you have no vision and no money.

It’s not the fault of design.

It perfectly reflects the design attitude that was full of resentment when previous products hit a wall in the market.

In short, I don’t know how Mr. Zhang and his team decided to bring this car to the auto show.

Anyway, I have never heard such impolite scolding, pointing at the tip of the nose and mercilessly belittling.

Having just praised the coupe first and then criticized it, he now went all the way down to the lowest possible tone, completely refusing to praise it at all: "Needless to say, all the investment in this car can be considered a complete failure. You've forgotten the original aspirations you had when designing the first two models, the ambition to dominate the global new energy vehicle market. With this car, you've turned it into a nagging complaint!"

Dai Anni also exchanged glances with Chang Yueling, who stood silently beside her, and a hint of a smile appeared in their eyes.

Both of them have been on big occasions with Zi Xiaowei. This guy never speaks so eloquently and passionately, not even in the live broadcast room.

Only when teachers are teaching will they deliberately suppress the listeners' emotions.

Gao Tingting was used to hearing this, and she leaned close to Maizi and touched his shoulder. What a great reminder, right?

Only Maizi is seriously learning from Zi Xiaowei's perception of cars.

This model car, which is more than half a meter long, is almost a proportional sample, and even the paint surface uses the same automotive paint process.

That's why Zi Xiaowei could easily arrange the three models for a "class" together, directly pushing aside the latest, unreleased, shrunken SUV. "Okay, let me get straight to the point about our next R&D focus. First, we'll send about half our team to Jiangzhou to study and inspect the experience and processes of the Evita Coupe and Chinchilla R&D teams. We'll exchange ideas, learn from each other's strengths and overcome our weaknesses, and learn from the down-to-earth approach of the Chinchilla R&D team to see how the Evita can avoid being led astray by the European team. The other half, who are focused on product costs and accessories, will go to Jibei Changjiang Automobile to learn about and experience million-unit-level production cost control. The design of any civilian product should always strike a balance between quality and cost. I hope that when these two models are released in the next 24 years, the price will be kept between 27 and 35 yuan."

The entire R&D floor cheered for a while, but there was no noise. The main reason was that the reputation of the host Xiong was too great. No one was disgusted by this high-pressure situation where they could get whatever they wanted.

Occasionally someone would say, "We...are making high-end products..." The voice would start low and die down quickly. While the specific goals weren't that lofty, it was true that without sales, there was no confidence to speak.

Zi Xiaowei, on the other hand, offered a less scathing sarcasm: "Rolls-Royce is high-end, and while its annual sales are mediocre at just over 2,000 units, it's still a top luxury car brand thanks to its rich brand storytelling. Even selling nearly 10 million units a car keeps the team afloat, but is that our goal? To take the world by storm, we must sell in high volume. And that means selling domestically produced cars in the $300,000 to $50,000 to $80,000 price range, and I've already criticized the Evita's wishful thinking of pricing it at around $400,000. A car for the people needs to be affordable for most. 300,000 is already expensive!"

In fact, it is already very difficult for most domestic car companies to reach the price range of 300,000 yuan.

Countless large manufacturers rushed to set the price at 300,000 yuan and then quietly lowered it to boost sales.

The fact that the Chinchilla and Evita can sell for as much as 300,000 yuan is already the pinnacle of all domestic car companies.

Only by selling more can we support the production line and the development of more supporting manufacturers.

But Zi Xiaowei didn't explain at this moment, and gestured directly on the model: "First, the coupe. While maintaining its own advantages, learn from the Evita coupe. Their chassis is terrible, but that's no reason to sell our coupe for 600,000 yuan. I ask you to do everything you can to lower costs. Learn to significantly reduce costs with the production line. This will make it the most powerful shooting brake in China and also the most cost-effective choice, not just a luxury car that doesn't care about cost-effectiveness."

At this time, he also praised Brother Qiang: "That's why we need to introduce Jingxi Industry's intelligent production process to help. We hope to reduce costs and increase efficiency in the design and development stages, and then strictly control manufacturing costs in the production stage by focusing on science, process, and efficiency!"

Perhaps the attempt to speak up had made everyone feel that Mr. Xiong wasn't such a vindictive dictator, so someone finally raised their hand and asked, "It's fine if you give us your design requirements, and we'll do our best to achieve them. But have you considered whether this price point overlaps with the Evita Coupe and whether this might be a strategic problem?"

Zi Xiaowei gave a thumbs-up from a distance, indicating that this question was a good and legitimate one. "Yes, most people think that since we're related brands, we shouldn't differentiate ourselves in the market. That's wrong. If we want to dominate the world, we have no interest in developing product lines. Does Apple need to offer everything from 1,000 yuan to 10,000 yuan phones? No, we just need to capture the 300,000 yuan price range, which offers both the high-end experience of new energy vehicles with rich configurations and playability, while also offering a near-luxury experience that more people can afford. We should push forward with all our might until all other car companies avoid this segment!"

That’s right, just now I only looked at this car, or compared it with the likes of Totoro and Evita, isn’t this specific price too sharp?

But as soon as it becomes an abstract battlefield and you raise your vision, you will immediately realize that this is a military operation!

Cars of different brands, types and styles are all concentrated in this price range.

Consumers who don't like SUVs might prefer coupes, and those who don't like the rounded shape of the Evita might prefer the high, angular design of a mecha. "We want to make it so that consumers who are willing to buy value-for-money new energy vehicles are stuck at 300,000 yuan and can't go any higher! You spend 400,000, 500,000, or even 700,000 or 800,000 yuan and don't get a more premium experience. This is like an iron chain blocking the river! Our few models have firmly locked the majority of the market into the mid-to-high-end consumer segment. What consequences will this bring?"

Excellent teachers will inevitably master this inspiring teaching atmosphere.

With the exception of a few people, everyone present was highly intelligent, and they immediately began to think: "Will imported cars, especially luxury cars priced over 400,000 or 500,000 yuan, be further squeezed out of sales? Because it's really hard to see a fundamental difference in the riding experience..."

"The experience of a new energy vehicle that costs over 300,000 yuan is already much better than one that costs 400,000 or 500,000 yuan or even higher. This is because the battery chassis is naturally stable, and the quietness, acceleration, and control tuning are all inherent advantages of the motor. Not to mention the playability that host Xiong publicly promoted. I kind of understand."

“Reshaping consumer beliefs?”

"At the 300,000 yuan price point, if you choose A, B, or C, we'll have a crossover of models A, B, and D. This will create a very clear product segmentation, right?"

In fact, if you follow the "teacher's" heuristic questions, you have basically tacitly agreed with the teacher's point of view, and the process of thinking is self-persuasion.

Zi Xiaowei glanced at the group of financial experts from Chinese and foreign IPO teams standing next to him, as well as the state-owned shareholders with background in Shanghai Automobile Group, including Lao Zhang who had previously left the position of general manager of a joint venture brand to start his own business. He did not talk about his idea of ​​combining used cars with completely eliminating the sales of imported luxury cars.

Instead, I chose the best-sounding one: "Daying Auto's brand image is elegant and noble, but a bit outdated. Hans Auto is precise and rigorous. Japanese cars are mainly fuel-efficient. American cars are a bit rough but durable. I think this strategy is intended to create a unified impression of Chinese cars in the global market. At the dividing line between $40,000 and $50,000, the working-class consumer enjoys the luxury of an emperor!"

Everyone confirmed once again that Anchor Xiong was indeed primarily concerned with these abstract goals.

Then our prospects are really great!

(End of this chapter)