Text: Talking about Qing said AI Author: Zheng Driving
Recently, according to a number of media reports, there are a lot of news about the transfer of orders blindly ordered by Zhiji LS7 on the idle fish platform. Tan Qing said that AI tried to search for "Zhi Ji LS7 blind subscription transfer", and the results showed that the transfer information came from different regions such as Guangdong, Zhejiang, Hunan and Shanghai, and there were "174 treasures" nationwide.
According to the auto industry’s concern, a seller in Guangzhou issued a document saying: Zhiji LS7 was the top 10,000 in the early stage of listing, and received 5,000 cash subsidies to pick up the car, which can change the name of the car buyer, mobile phone number and vehicle configuration …
It is worth noting that the Zhiji LS7, which is positioned as a "smart pure electric medium and large luxury SUV", was officially launched on February 10th. Although it will not be delivered to the first batch of users until March, blind subscription users have been able to test drive in the official experience store offline for nearly half a month since listing.
Previously, due to the fact that the order quantity of Zhiji LS7 was not bad, according to Zhiji’s official disclosure, it was "successfully broken through 10,000" on February 1. However, there are so many order transfers on the second-hand platform now, which can’t help but make some media start to question. The scheduled quantity of Zhiji may have the possibility of "data flooding". For this matter, I haven’t seen the official position of Zhiji yet.
Then the question is, after all, the first batch of blind booking car owners felt dissatisfied after experiencing Zhiji LS7, and wanted to change hands to find the "receiver"? Or is it that the car owner who booked blindly before was not sincere in buying a car at all, just trying to make a difference?
Why didn’t Zhiji officials stop a large number of blind orders from being transferred?
We all know that cars, as a kind of big consumer goods, buyers are more cautious when they start, and it is actually normal for individual owners to transfer orders blindly or return orders. For example, after the release of G9 in Tucki last year, because the price allocation was too complicated, many blind book owners found that many combinations were not practical and decided to unsubscribe.
Nowadays, a large number of orders are transferred from the blind booking of Zhiji LS7. According to normal logic, it may be that the intended owner is dissatisfied with the car or the price.
Speaking of price, I have to mention the price war initiated by Tesla at the beginning of the year. After Tesla took the lead in price reduction, many luxury new power brands began to follow suit. The biggest price reduction in the world reached 30,000 yuan, and several cars owned by Tucki also reduced their prices by 20,000-36,000 yuan.
Look at Zhiji LS7 again. On December 20th last year, this car was put into pre-sale, and the published price range was 350,000-500,000 yuan. When Zhiji LS7 was officially listed on February 10th this year, the official price was adjusted to 309,800 yuan-459,800 yuan, and both the entry version and the top version were 40,200 yuan cheaper than the pre-sale price.
We can’t know how much gross profit the LS7 car has left, butIn terms of price reduction, compared with other high-end brands, Zhiji officials have given considerable sincerity.At the very least, it is much cheaper than the price expected by many blind book owners.
If there is no problem with the price, we should consider a possibility before praising or criticizing the car itself: some owners who buy Zhiji LS7 are scalper buyers.
Is the transfer of Zhiji LS7 made by a "scalper"? In fact, it is not difficult to speculate.
In fact, it is not always possible for "yellow cattle" to make a difference by changing orders, but it needs "time" to help.
Last year, due to factors such as rising raw material prices and tight supply of spare parts, the production capacity of many brands of new energy vehicles was limited, and everyone generally raised prices and the cycle of picking up cars was greatly extended. For example, Tesla’s price increase is 30,000 to 40,000 yuan, and the space for middlemen to earn the difference is attractive enough.
Under this circumstance, a large number of "scalpers" have appeared in the market to satisfy the psychology of some consumers who want to get a car cheap and early.
"During that time, many of our businesses were cut off by the scalper, and some even rushed into the Tesla direct store. Before the sale, the heel intended to talk to the customer. The scalper came forward and said that he had an order, which not only could pick up the car earlier, but also was cheaper than the Model Y after the price increase." Tan Hong (a pseudonym), a new energy automobile dealer in Zhengzhou, told Tan Qing that AI indicated.
However, as the supply chain and other factors limiting production have been alleviated, Tesla has entered a price reduction cycle, and at this time, the days of scalpers are not good. At the beginning of this year, Tesla took the lead in launching a "price war" in order to rush sales, and other high-end new energy automobile brands followed suit. "Now there is no oil and water, and the scalpers who resell orders have converged a lot."
From this logic point of view, under the background of the current high-end car price reduction, the possibility of "scalper" reselling Zhiji LS7 orders cannot be said to be completely absent, but it may not be high. More importantly, the Zhiji LS7 has not been delivered yet, and the quality of this car has not been verified by the market. If it is not a tight commodity, the "scalper" has no certainty of making a steady profit.
However, the exclusive rights and interests of blind book owners given by Zhiji officials are far higher than the blind book price of 888 yuan. Perhaps it is just seeing the "rich rights and interests" of blind subscribers that they will resell Zhiji LS7 with the mentality of taking a chance.
Judging from the price tag given by the transferor of Zhiji LS7 blind subscription, it is true that the price given by a few sellers is lower than the official blind subscription amount of 888 yuan. If these orders come from scalpers, the business is properly lost.
Some people prefer to transfer orders with blind user rights at a loss, which may indicate that these people are slightly disappointed after seeing the real content of Zhiji LS7 car and are worried about hitting it in their hands., simply transfer at a low price and stop loss in time.
However, because this car has not been listed yet, and some transferors ask for more than the official blind order amount of 888 yuan, these people seem to be suspected of scalping.
Whether the blind order transfer is done by "scalpers" or not,For Zhiji officials, this phenomenon may lead to confusion in the brand pricing system, which is a kind of harm to the brand.
For consumers, some people will be greedy for cheap. If automobile manufacturers allow the phenomenon of order transfer to flood, it may cause transaction risks and damage the rights and interests of car owners.
"The transaction of unofficial sales pre-sale channels is not guaranteed, which is prone to disputes. For example, the seller may go back on his word or temporarily ask for a price increase after the buyer takes a photo." Tan Hong told Tan Qing that AI said.
In fact, the attitude of automobile manufacturers towards "scalpers" reflects the brand power and discourse power of an automobile manufacturer, so many high-end automobile brands are trying to rectify the behavior of "reselling" orders.
Tesla, which was closely watched by scalpers, once issued a "no resale commitment letter", requiring users to promise not to transfer the ownership within one year of picking up the car. Offenders should pay a penalty of 20% of the invoiced price, otherwise the binding account change and super charging will be restricted. Weilai launched the "first owner’s rights and interests", which includes a large number of disguised concessions such as free service upgrades, and the sales contract will also stipulate that once the vehicle is resold, the above rights and interests will automatically expire.
Even BYD has begun to cherish the brand feathers. For example, BYD Song plusdmi orders are not allowed to be renamed, and after the forced transfer of orders, some lifetime warranty policies will be limited.
“For a strong brand, whether it is price increase or price reduction, the official will hold the pricing power.Behind Tesla’s crackdown on scalpers is also its obsession with controlling the price system of new cars. "Tan Hong said.
Looking at Zhiji again, many users who transfer LS7 blind orders claim that their rights and interests will not be affected after the transfer. Why is Zhiji not in a hurry to crack down on the transfer of orders? Do you really care that the price system is messed up?
Sales continue to be sluggish, how to build "China Tesla"?
For Zhiji LS7, it is not a big problem to experience the disturbance of order transfer. After all, the real car has not been delivered yet, and the sales volume is unknown. Let the bullets fly for a while.
However, in the view of talking about AI, many media have all kinds of bad speculations about transferring orders, mainly becauseThe sales performance of the first Chezhiji L7 was poor, and the first shot didn’t start.
Judging from the insurance coverage, the cumulative sales volume of Zhiji L7 last year was only 4,682 units, and the average monthly sales volume was not worth mentioning.
Recently, with the release of LS7, Tamia Liu said that the reasons for the low sales of L7 are not only the products and brands, but also the rhythm of channel laying.
"By December 31 last year, Zhiji had opened 113 offline experience and delivery centers, which is relatively small." Tamia Liu said.
Judging from the soaring sales volume in the world last year, the channel is quite critical for the blessing of new brand sales. From this perspective, Zhiji officially allows blind users to transfer orders, perhaps to make up for the lack of channels.
The channel is actually a heavy asset investment. Once it does not match the sales volume, it will also bring a heavy burden to Zhiji. However, from the background of the company, behind Zhiji stood SAIC and Alibaba, which are the rich second generation in the car industry.
According to Tianyancha APP, on August 1 last year, Zhiji completed the A round of equity financing, and the post-investment valuation reached nearly 30 billion yuan; Recently, a syndicated loan of 5 billion yuan was successfully signed. It is not difficult to see that Zhiji Automobile is still favored by capital.
Obviously, Zhiji, who is backed by SAIC and Ali, is not short of money. Why is the channel layout so cautious? Does SAIC still have reservations about its support for Zhiji?
In the high-end market of new energy, in addition to Zhiji, SAIC also has a Feifan car that focuses on high-level intelligence.
Feifan is also a high-end new energy brand. From the price point of view, its positioning is slightly lower than that of Zhiji, and it belongs to an entry-level luxury brand. What is embarrassing now is that with the price reduction of Zhiji, Feifan and Zhiji brands overlap in the price range, and the internal competition is more obvious.
According to the number of new car compulsory insurance purchases, Feifan brand, which has launched four cars, sold only 250 cars in January this year, down 84.55% and 90.04% respectively from the previous month, which is quite bleak. According to the announcement of SAIC, Zhiji, which was built with heavy money, only sold 507 vehicles in January.
In terms of sales volume, Feifan and Zhiji have a weak presence in the new energy market, which is simply a pair of "Wolong Feng Chu". Since Feifan hasn’t flown yet, the pressure on Tamia Liu and Zhiji won’t be alleviated at all.
Recently, with the release of the LS7 model, Tamia Liu took the opportunity to shout out the sales target for 2023: 45,000 vehicles. Objectively speaking, this goal is not too high.
Regrettably, this high-end brand, once regarded as "No.1 Project" of SAIC, seems to be farther away from the goal of becoming "China Tesla".
