As a mage, I just want to pursue the truth

Chapter 203 Pricing
Compared with the first-generation brand-new lithium battery technology brought out by Zheng Li, the rice car equipped with it can be regarded as 1.5 generations at best.

Kechuangbio's upgrade of lithium battery technology has not been fully completed.

Only partially optimized the micro-distribution design of the lithium metal positive electrode and the graphene coating, which has achieved a certain increase in battery capacity compared to before.

But this did not meet Zheng Li's expectations for product upgrades.

The upgrade of a product is definitely not something that can be achieved simply by improving one dimension.

Like Apple, changing the CPU every year and shrinking the bangs is considered an upgrade. This kind of upgrade consumes the loyalty of fans.

"At the beginning of this year, the rice car has been finalized and is in the final stage of testing and preparation for the market."

"At that time, Tesla began to cut prices on the market, and we all felt a lot of pressure internally."

"At that time, Tesla fired the first shot of price cuts, followed by domestic new energy brands followed by price cuts."

"Under this general situation, can rice still touch people's hearts, and the price is kind."

"Will consumers buy it? Rice is entering a new field, a market with more intense competition than the mobile phone field."

In the ten years after the rise of the mobile Internet, the competition in the mobile phone field was no less than that in the automobile market.

Only in the past five years, the pattern of the mobile phone market has gradually stabilized.

Of the domestic mobile phone brands, only OPPO, VIVO, Rice and Honor survived.

There are no new players entering the market. Even after paying off the debts, Lao Luo dare not find investors who are willing to gamble with him again.

The current new energy market is the same as the mobile phone market in 15 and 16. The established forces still have more power, and the emerging forces are competing.

"I was very confused at the time, and I especially like to chat with people when I am confused."

"Basically, I talked to all my entrepreneurial friends in Yanjing, and they all said that it would be no problem to make cars with rice."

"Based on my more than ten years of hard work in the field of electronic supply chain, I will definitely be able to create enough products to satisfy users."

"Everyone knows that Zheng Li is the richest man in China and one of the most successful entrepreneurs in recent years."

"Then I have a very good relationship with him. Usually even if he is in Lion City, we often exchange views on some issues."

"So before the launch of Rice Car, I went to Zheng Li and asked him for his opinion."

"Although Zheng Li is rich, he doesn't own a car and doesn't like to drive."

"At that time, Zheng Li told me in Lion City that it was difficult to build a rice car, and it still depends on product strength."

"The attention brought by the mobile phone field can provide rice with the first batch of users, but if the product strength of rice car is not strong enough, it will be a one-shot deal."

"Zheng Li said that he thinks the rice car can be made, but after all, he has to experience it to know whether it can be made or not."

"So this time when he returned to China, I specially took him to the rice branch in Jiangcheng to experience the rice car."

"After Zheng Li experienced it, from the perspective of a person who has never driven a car, he felt that the rice car products were powerful enough."

In fact, Lei Jun really wanted Zheng Li to be the spokesperson of Rice Auto.It's just that after he proposed this idea, Zheng Li rejected it without hesitation.

Zheng Li, Li Miaomiao and some senior executives of Kechuang Biology were all sitting in the audience.

Li Miaomiao asked curiously when she heard this: "Have you really experienced the rice car?"

"That time when the senior brother called you to visit Dami, he asked you to help him test the car?"

Every time I see Lei Jun, the other party will tell Li Miaomiao not to call Mr. Lei and call him senior brother.

The same is true for Zheng Li.

Zheng Li: "Yes."

Li Miaomiao continued to ask in a low voice: "How do you feel after experiencing it?"

"To be honest, do you really think Dami Car is good, or are you just perfunctory at that time?"

"Dami Auto has been polished for four years. According to the strength of Dami, it must be no problem to make a good product."

"But the problem is that if they want to take the cost-effective route, they must give up some things."

Zheng Li explained: "I have never driven a car, so I have no reference for comparison."

"The rice car drives just fine."

Li Miaomiao complained: "It doesn't matter if you said it or didn't say it."

"It seems that rice cars have no bright spots."

"Brother's rice car wants to use you to help him market a wave."

"All the richest people in Asia say that rice cars are good, everyone, hurry up and buy them."

"Senior brother is such a thug, I asked you to speak for me, but you didn't agree, so I let you speak for me indirectly through this method."

Zheng Li smiled and said, "Indirectly, let's be indirectly."

"It's normal to mention me in interviews and press conferences."

"Didn't you always mention me at the Futureverse press conference?"

Li Miaomiao: "No, no, this is different."

"You were the one who contributed the most to the brain-computer connection VR, and you at most gave me some advice at Rice Cars."

"We are the largest shareholder of Kechuang Future. What does Rice Auto have to do with you?"

"It's totally two different things."

Zheng Li: "This is normal. In the future, Kechuangbio can pull him out of any product. You can pull him out to talk about the next-generation brain-computer connection VR press conference."

The two were joking, and no one would really care that Lei Jun mentioned Zheng Li a few more words at the press conference, and it was even a positive joke.

Lei Jun had already started to talk about the parameters, performance, and motor of the rice car on stage, but Li Miaomiao was not interested in it at all.

Although she drives a BMW until now, she still buys it for the brand, not for the parameters.

When it comes to cars, Zheng Li doesn't even catch a cold.

"The rice car 1s series is divided into two versions, the pro version and the normal version. The pro version is mainly improved in terms of automatic driving and battery life."

"Let's see the price!"

The officially designated battery life of Mi Pro is 2000 kilometers, while the regular version only has a battery life of 1200 kilometers.The automatic driving of Mi Pro version is also more advanced

When Lei Jun talked about the price on stage, the bullet screens on the major live broadcast platforms reached a climax in an instant.

Because cost-effectiveness has always been the foundation of Rice, the first smart phone for young people was called out by Rice first.

Consumers are looking forward to the price of the rice car, whether it will become the first new energy vehicle for young people.

"The price of the pro version is 22 yuan, and the price of the regular version is 9999 yuan!"

"This price is the hand price!"

As soon as the price came out, the rice live broadcast rooms of the major live broadcast platforms were densely packed with bullet screens:

"Boss Ray is too kind"

“The price is really delicious!”

"Order Now Offline"

"The young people's first new energy car is well-deserved"

"Is this price really good? Why don't I buy the latest Xiaopeng P5, isn't it better at the same price?"

"With a battery life of 20 kilometers, what kind of bicycle do you need at this price?"

"The price is not as good as buying gasoline vehicles from Honda, Toyota, and Volkswagen"

In the barrage, some thought it was delicious, and some thought it was a loss to buy a rice car at this price. The volume of voices from both sides filled the entire live broadcast room.

The main reason is that the price of the rice car is not as good as expected. People expect it to be between 10 and 15, while the ordinary version of the rice car costs 18.

However, compared with domestic new energy vehicles, it is already considered cheap. Weilai with 50 yuan, Ideal with 40 yuan, and Xiaopeng with 30 yuan. In comparison, rice with the lowest price dropped to 20 to [-] yuan is completely cost-effective.

"Lei Jun's pricing is relatively conservative. This price is not completely cost-effective, and it is not the same as when he entered the mobile phone market back then."

"That's right, in fact, there is still room for pricing. For example, the price of pro is set at 20 yuan, which is completely achievable in terms of rice's control over the supply chain."

"Could it be to reserve space for subsequent price reductions?"

"No, if the price of cars is lowered like a mobile phone, consumers will vote with their feet and abandon them waiting for rice cars.

It's very simple. The price reduction of cars is at least [-] yuan, while the price reduction of mobile phones is only [-] to [-] yuan.

The price reduction of three to five hundred has caused rice to be unable to make its own high-end brand.

If the car is played like this, no matter how loyal Mi Fan is, it will not be acceptable. "

"Rice will have to wait at least a year to reduce its price, and although Rice has cultivated a large number of users in the consumer electronics field, they are completely new players in the automotive field.

Tesla's price reduction has also gone through a long process and preparation, and it would be quite irrational to reduce the price of rice even after a year. "

There are not only colleagues in the field of consumer electronics, but also executives from some new energy car companies. They have accurate judgments on the cost and minimum price of rice cars.

Although the price of 23 yuan is not high, but with the development of new energy vehicles today, the industry chain has fully matured, and this price is definitely not the lowest price that rice can afford.

"I guess Lei Jun still doesn't want to set the price too low. Although the price is set below 20, it is very cool purely based on cost performance.

But in the long run, rice will face great difficulties if it wants to rise from the grade of 10 to the grade of 20.

It is better to do a good job of differentiation at the beginning, set the price of high-discrimination products at more than 20 yuan, and rely on the low-end version of 18 yuan to drive momentum. "

Compared with the price of a mobile phone from 20 to [-], it is more difficult for a car to go from [-] to [-].

Stacks of mobile phones can bridge this gap, but cars cannot.Because the car's brand perception is more entrenched.

Why is Weilai's sales declining steadily, but they still don't cut prices?Because the price is easy to drop, but it is difficult to rebuild the brand perception that was originally positioned as a high-end brand.

"This is also the regular game of mobile phone manufacturers,"

"But relying on these alone, it is impossible to break out of the new energy vehicle market."

"It is reasonable to say that Lei Jun spent five years, but in fact, Rice has definitely been preparing to build a car since 20 years ago, investing so much money successively.

It is definitely a great effort for them to obtain the second-generation super lithium battery technology of Kechuang Bio.

Investing so much is definitely not a game for Lei Jun's character.

This should indeed be the last time he started his own business. Rice definitely still has a backup, but we don’t know what the backup is for the time being. "

"Dami car is much more reliable than a certain big Hengchi series. I haven't seen a real Hengchi car yet."

"That's for sure, Hengchi is dying. Rice's situation is much healthier than the financial situation of a certain big car manufacturer. It's strange that it can't be built after investing tens of billions in research and development expenses."

"It's just that I don't know what Xiaopeng will think when facing Lei Jun's massive entry. It's a friend turning into an opponent."

"Haha The battle between companies does not affect the private friendship of the bosses.

No matter how hard we fight against Weilai and Xiaopeng, the bosses are not always in a good mood when they attend the event.

Not to mention that Lei Jun has a great kindness to Xiaopeng, which is much greater than that to Zheng Li. "

He Xiaopeng, the founder of Xiaopeng Motors, was the founder of UC Browser before founding Xiaopeng, and UC had Lei Jun in its first round of investment at that time.

Later, in 08, Lei Jun personally served as the chairman of UC. It was not until the establishment of rice mobile phone that Lei Jun stepped down as the chairman of UC.

When He Xiaopeng founded Xiaopeng Motors, Lei Jun participated in the C round of financing of Xiaopeng Motors.

And Dami has become a strategic partner of Xiaopeng Motors, Dami's mobile phone can be used as a car key, and Dami will give employees Xiaopeng cars every year.

But when Rice announced to build a car, the relationship between Rice and Xiaopeng Motors became more and more delicate as the rice car was about to go on the market.We are direct competitors.

Later, the rice car press conference also proved this point: the first to be threatened is Xiaopeng Motors, whose price is close to that of rice.

After the press conference, the mainstream opinions on the Internet were very good, but not that good.

It is completely possible to wait for the party, and it depends on the situation after others have bought it, but if I place an order now, I may not choose rice cars so hastily.

Buy first, enjoy first, buy later, there are discounts.Most of the rice noodles have this kind of mentality, and wait until they can’t buy it and suffer a loss and can’t be fooled.

No matter how loyal rice noodles are, they will not easily choose rice when faced with a car that costs 10,000+.

Lei Jun's countermeasure is corporate group buying, relying on his own entrepreneurial contacts to promote the group buying of rice cars among different companies.

For Lei Jun's entrepreneurial career and investor career for so many years, he personally went to talk with the big bosses, and then followed up with the business of Rice Auto.

Kechuang Biology, Goose Factory, Ali, Taikang Life Insurance, Rice Group, Kingsoft, and many other well-known companies that have no direct competitive relationship have launched group purchases of rice cars internally.

"Dami Auto conducts internal test runs and group purchases, and those who are willing can sign up first."

"Pro has a coupon of 3 yuan, while the regular version has a coupon of 2 yuan." The internal trade union of Kechuang Biology issued a union notice in oa.

The internal group purchase price of Rice Auto 1s pro is 20 yuan, which is very popular in an instant.

"It's really delicious under 20 md. I'm a little bit eager to buy it. I drive it for short trips by petrol truck, and I drive it for commuting to work by tram."

Oil prices are still running at a high level, and electricity bills are much lower than refueling.

"It's very fragrant. I plan to sign up and go for a test drive."

"Let me sign up too, and see the test drive effect."

Many people in Kechuangbio who didn't plan to buy a car originally wanted to give it a try.

Relying on the price reduction of group purchases, the sales volume of Rice Auto exceeded [-] units in the first month after its release, surpassing Xiaopeng, and ranked second on the list of new energy vehicle brands, second only to Wuling Hongguang.

"Lei Jun is too shrewd, this abacus is too smart."

"This move was played in too few seconds, and the rice car was revived by him in no time. The rice car should not be underestimated."

(End of this chapter)