20 years of restarting life

Chapter 2929 Market Segmentation Defined by Zhao Changan
After the sales area is determined, the next step is to screen and segment the target customer groups.

After detailed investigation and repeated discussions, Gui Xiaoli's team came to the preliminary conclusion that the key customer groups should be mainly office workers who commute short distances in cities (occupational classification), supplemented by cities in China that have banned motorcycles for a relatively long time (regional classification).

After the brand has gained a certain degree of social recognition, it will be promoted to cities across the country.

Since Spring City banned motorcycles in 84, nearly 170 cities across the country have followed suit.

However, these cities have basically adopted a policy of prohibiting the issuance of new motorcycle license plates, and are preparing to use time to gradually phase out motorcycles from the cities.

Instead of taking a one-size-fits-all approach and immediately banning all motorcycles from the road.

After these bans were issued, there were definitely effects. Cities that implemented the motorcycle ban were able to basically immediately curb the rapid growth of motorcycle license plates in the city after the laws came into effect.

It will help ease the city's traffic congestion and the gangsters who ride motorcycles recklessly.

However, this also caused the original motorcycle license plates, which had no trading volume in the market before, to become valuable hard currency.

Even a scrapped vehicle that can only be sold for a hundred or so yuan can be sold for hundreds or even thousands of yuan if the license plate is included.

Moreover, some towns adjacent to those cities allow motorcycles to be licensed, so many people register their motorcycles in these towns.

What’s worse, a rent-seeking market has emerged in the city, and some people with ulterior motives have taken the opportunity to make money.

A more obvious example is that in cities that have banned motorcycles for more than a decade, there are still many motorcycles and almost no motorcycle license plates have been withdrawn. The only difference is that the increase in new license plates has slowed down, while the prices of old license plates remain high. In addition, a large amount of public resources are consumed due to the investigation of unlicensed driving and cross-regional motorcycle driving.

Zhao Changan stood above the long river of time and looked down at the past twenty years. In his opinion, the ban on motorcycles was very necessary and very good.

However, the emergence of any law will have both advantages and disadvantages.

The ban on motorcycles has reduced urban exhaust emissions, lowered urban noise pollution, especially at night, reduced traffic accidents, and saved the country a large amount of foreign exchange for purchasing oil. At the same time, it has developed the domestic electric vehicle industry chain and the power industry (the large amount of electricity used by electric vehicles has created production capacity demand for clean energy such as hydropower, wind power, and photovoltaics).

As a result, domestic motorcycle license plates have gradually become worthless, there is no longer a rent-seeking market, and public resources no longer have to be wasted on checking motorcycles.

The only drawback is that the domestic motorcycle industry has lost the breeding ground for international competition and has given up this industry.

But overall, the advantages outweigh the disadvantages.

Later, Musk's Tesla entered the country, giving birth to a large number of four-wheel electric vehicles, making China's electric four-wheel vehicles the best in the world.

Putting aside other things, the fact that electric four-wheel vehicles use electricity instead of fuel has made a huge contribution to the world environment.

It can be said that the entire West is still obsessed with the outdated mechanical age. While the old stubborn people are still clinging to the old ways, China has already taken the lead in entering the more advanced electronic age that is overtaking others.

This idea of ​​Gui Xiaoli's team was supported by Zhao Changan, but he further deepened the market segmentation.

The target customers are defined as 'young and fashionable female office workers who commute short distances in the city (occupation), and those areas where motorcycles are currently banned in China (region). In fact, at this time, almost all the cities in the Yangtze River Delta prohibit the issuance of new motorcycle license plates. Only the rural areas and towns on the edge of these cities do not restrict the issuance of new motorcycle license plates due to logistics and transportation needs and in order to develop the village economy.

Therefore, this goal can actually be set in more detail, 'young working women', and this group can be studied in depth. At the same time, one or two neutral or male-friendly electric vehicle models can be released.

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The short- and medium-term goals that Zhao Changan has set for the electric vehicle factory are to achieve a certain target customer share in the Yangtze River Delta, Zhengzhou, Jiangcheng, Feixi, and South China within two years.

This positioning is very important, as it determines the style, paint, weight, parking gear, price, after-sales service, recruitment of sales staff, sales training, as well as the light brightness mode, ringtone types and volumes, anti-theft alarm, and other external elements suitable for young urban women.

At the same time, Zhao Changan decided to set up a vacuum battery vehicle tire project team by Zhengzhou Yinaomi to negotiate cooperation with some domestic and foreign tire factories.

Either the automobile factories develop vacuum tires for electric vehicles, or ordinary bicycle and motorcycle tire factories upgrade and develop vacuum tires.

Gui Xiaoli and others did not quite understand Zhao Changan's decision, because currently in the world, only the Haojue scooter Neptune of the Dachangjiang Group has been using vacuum tires since 98.

Moreover, the sales of this series are far lower than those of many sub-brands that use ordinary tires, such as Zuanbao, Lishuang, Dishuang, Ruishuang EN, Yueguan, GN Prince, Yinbao, etc.

The first reason is that vacuum tires are too expensive. The second reason is that their load-bearing capacity is far inferior to that of ordinary steel tires (radial tires). Moreover, vacuum tires are still not technically perfect. They only reduce the frequency of inflation, and only need to be inflated once every two or three months, not not at all.

Another very important point is that once a vacuum tire is punctured, its service life will be greatly reduced. However, the roads in domestic cities are far from being as clean as they will be in the future, and punctures are commonplace.

Zhao Changan did not explain anything about this, but just asked Wen Ye to push this matter forward. He also made it clear that before the vacuum tire factory is built, electric vehicles will continue to use ordinary tires. Even if it is built in the future, there will be two options for the use of electric vehicle tires.

From the perspective of Zhengzhou managers, vacuum tires for two-wheeled vehicles are obviously an emerging high-tech project. They naturally fully support the plan of building a factory in Zhengzhou Aviation Port Area.

In the afternoon, Zhao Changan and the managers of Zheng City watched some advertisements shot by the battery car factory for the assembled prototypes. There were more than a dozen of them, showing the beauty of Jiang Lai, the incomparable beauty and temperament of Jing Xiu, the heart-moving neighborly feeling of Zhou Qiao, and Tang Qin's pair of long legs elegantly straddling the battery car.

The beauty of a group of beautiful girls is a pleasure to look at.

In the end, Zhao Changan's plan was overturned. The reason was simple: the car was too ugly.

"We want modern working women riding our motorcycles to become beautiful scenery when they ride on the city streets. We want them to feel like princesses riding white horses! If we really can't do it, we can always copy them. We should copy the best-selling women's motorcycles in China and make them look better than theirs."

Listening to Zhao Changan's big talk at the meeting, Gui Xiaoli and his group of managers felt bitter. They just had to talk a lot and run around for a while.

You have to know that Zhao Changan's few casual words completely negated the four models that they had spent three or four months to finalize, and millions of rolls of film spent on the advertising shooting became waste.

But there was no other way. Although the leaders of the entire electric vehicle factory begged for mercy in their hearts, they could only pretend to be calm and listen carefully on their faces.

Although Zhao Changan is still the same Zhao Changan, in their eyes, unknowingly, the President Zhao before them has become an intimidating, heart-stirring, and unattainable existence.