Text/Taoli During the period when CEO Zhang Yong disappeared from the Internet, a series of negative news such as being unable to deliver the car, arrears of wages, layoffs, and becoming a defendant pushed Nezha Automobile to the forefront. The scene of countless pessimists

文/Taoli

During the period when CEO Zhang Yong disappeared from the Internet, a series of negative news such as being unable to pay the car, arrears of wages, layoffs, and becoming a defendant pushed Nezha Automobile to the forefront.

The scene of countless naysayers and the crowd pushing down the wall is very similar to the "human blood steamed buns" written by Lu Xun back then. The indifference of the onlookers is chilling. The difference is that people at that time were somewhat affected by the environment. Ignorance, but most of today's netizens are very sophisticated, they only want to gain benefits and are willing to go out for benefits. At this time, let’s look at how Mr. Lu Xun’s description of the Chinese people’s onlooker mentality, herd mentality, snobbish mentality and other bad habits in his book “Despicable Chinese” is so precise.

So many brands have collapsed in the past two years. It’s not that I have to say good things for Nezha Automobile. It’s just that before the matter is finalized, perhaps we should look at it in a rational manner. Although the world of the jungle is about survival of the fittest, from a consumer's point of view, competitiveness will lead to more affordable and high-quality products, so the author actually hopes that Nezha Automobile can survive. After all, most people really Need a very cost-effective product.

Take the Nezha l as an example. The price range of 129,900 yuan to 162,900 yuan is actually in line with most people’s current psychological expectations for a new energy household medium-sized SUV. From the perspective of sales promotion in the circle of friends, the actual The price is still very discounted, but its configuration is very conscientious. When the pure electric range of hybrid models of the same level is 100km-200km, Nezha L is given a pure electric range of 220km at the entry level, and the mid-range and high-end models have a pure electric range of 310km, and except for the low-end models, the rest are all CATL batteries.

And the various material configurations are also quite practical. Nowadays, new energy luxury cars are indispensable with the "three new big items" such as refrigerators, color TVs and large sofas. However, the price of models with these configurations is not less than 200,000, but which Zal has it all for you on the red version of the flash charging model priced at 159,900 yuan. Dual 15.6-inch large central control screens use the industry's mainstream 8155 chip; equipped with zero-gravity seats, the front row supports heating, ventilation, memory, and massage functions, and the rear row also has a boss button, a small table, and a refrigeration function There is a refrigerator and the seats are also heated.

Nowadays, everyone is talking about "equal rights". At least in this Nezha car, you can spend less money to equally enjoy the configuration and comfortable experience that are only available for more than 200,000 yuan. Isn't this exactly what technology and enjoyment are? Equal rights? The same is true for Nezha s hunting suit version, Nezha gt, so that we "poor guys" also have good choices.

Is it embarrassing? People who really buy cars will compare it. I believe the public’s eyes are sharp. Perhaps many people are talking about the sales volume of Nezha Automobile. It is true that the sales volume of Nezha Automobile in October was only 6,002 units. While other brands are growing, especially when compared with the Zero Run, which also focuses on cost-effectiveness. , sales last month reached 36,086 units, which further shows the sluggishness of Nezha Automobile.

However, this is caused by many reasons, such as the delay in delivering the car, and various negative news on the Internet that have shaken consumers' desire to buy cars, and the recent focus is also on IPO. Of course, Nezha Auto's own strategy actually has certain problems. In the price range of 100,000 to 200,000 yuan, SUVs must be the main sales force. Judging from Nezha's marketing of Nezha L in the early stages of its launch, it is indeed a high priority. High hopes, and it did arouse a strong response at the time.

However, Nezha did not grasp the traffic, resulting in subsequent sales falling short of expectations. Then the focus of publicity was placed on niche models such as Nezha S hunting version; and in While the domestic market has not yet stabilized, it has begun to expand into overseas markets. Nowadays, the outside world is constantly speculating about it, and car owners can't wait for new cars. Nezha Automobile has not given any more explanations. These are all problems that Nezha needs to face. The only good news is that there is recent news that Nezha has received about 3 billion yuan in investment. However, considering the current predicament of Nezha Auto, it is still a drop in the bucket.

is in a difficult situation, but it is not without a way out. I still remember that in "The Romance of the Gods", Nezha was forced to commit suicide because of trouble in the sea. After failing to reshape his golden body, Master Taiyi Zhenren used lotus roots and lotus leaves to help him reshape his body, and finally forcibly resurrected Nezha. The following story is that Nezha promoted Zhou and conquered Zhou, and was ranked on the list of gods.

Back to reality, although Nezha Automobile has almost half-stepped into the ICU now, the situation is similar to Nezha in "The Romance of the Gods", or even more difficult. After all, there are many gods who know all kinds of magic in the mythical world. , there is a way to be resurrected even after death, but in reality, in addition to firmly believing that "my destiny is up to me," the best way is to continue to attract investment.

The same thing happened to NIO . In 2019, NIO Automobile fell into a capital chain crisis and almost fell into bankruptcy. However, NIO Automobile finally came back to life with tens of billions of funds from the Hefei local government. Now it is even more... It has secured its position in the high-end new energy market.

Even though many brands are absent from the Guangzhou Auto Show, Nezha Automobile still insists on showing its face. It can also be seen that Nezha Automobile is still struggling. Even in the depths of the crisis, there are still many consumers who are willing to pay for Nezha Auto's cost-effectiveness. At least it has been recognized by many consumers at the word-of-mouth level. Therefore, if it can successfully survive this crisis, Nezha Auto may There is also the opportunity to "become a god". Of course, all this is based on the premise that Nezha Automobile can "reshape the lotus root body" like the mythical Nezha.