In August, the ideal sales have won the sales champion.
Just one month, the ideal car monthly sales of 9,433 vehicles have been close to 10,000. The ideal car’s single month sales is the ideal ONE bicycle sales, ideal, currently selling this car in the market. A little longer selling, has been refreshed with a sales record of 300,000 models in the model. With a single model, the price of 8,589 sales data has been sold in July, which has exceeded Toyota Handa, which has taken the same level.
Ideal One is indeed an independent brand at this level of quot; highlight quot; moment, then there is a problem, who is buying ideal one?
We take this question, go to the ideal one experience store to visit and find answers to the problem.
Who is buying ideal one?
The idea of opening the store is very interesting, the city center has no retail center, and there is only one retail center in the three rings in Beijing. The rest are distributed in the four-ring, five rings, the delivery center in Shunyi District, Beijing (one, and headquarters).
Working day in Zhou Zhong, three stores were selected for investigation, and the time periods were 10 pm – 11pm, at 1-2 points in the afternoon and 3 pm. The three stores are unified, all in large shopping malls with more traffic, so people will not be poor, even at workdays can have sustainable passenger traffic to the store. 
From the three stores, the information is obtained, and it is closable:
1 people who look at the car and the car, the age is around 30+ or 40+;
2 Mainly based on family car, there are two children or children, commercial, but not much;
3 Beijing sells the best store, single store sales 180-190 units;
[123 ] 4 Currently waiting for the car 3-5 weeks, the longest 6-7 weeks will involve the selected personalized color or interior;
5 National unified price, online car purchase, Beijing regionThe location of the car is in Shunyi;
6 Most of the consumers who buy ideal One are the second car in the home.
In several stores, the staff has expressed the recent ideal one sales started, but the root will have to drive sales in Shanghai, because Shanghai policy is to buy a car to send green cards, is also one of the reasons for sales. . In Beijing, Ideal One can only be purchased with fuel car indicators.
Due to Beijing’s policy reasons, the oil label is purchased, but Beijing gasoline car is not low, so there is also a good purchase force. In June June, 1214 volts were ranked eighth. So involve the oil label purchase, will reflect a problem on the side, most of the owners will use quot; exchange quot; go to buy ideal one.
From the perspective of the redemption, Ideal One makes a differentiation of the configuration, allowing the same price to get a better experience with the same price.
What kind of car is this part of the consumer, but also because of the exchange? The staff in the second store tells us that most users who purchase ideal One are also recommended by friends, or experience the rationality of friends around you, I feel good to come over. And these users drive, they are not bad.
BBA these luxury brands will be considered for the ideal one? The staff of the two stores give the answer quot; I have a customer who opened the BMW 5 Series. I have been redeem the ideal onequot;, quot; our store, BBA is the most Mercedes-Benz quot; Seen in Beijing is there ONE ideal for conversion of BBA users, but the exact proportions do not know, I think it should not be bad, at least, bought a batch of BBA entry-level model will be more willing to consider almost the price and cost-effective Ideal one. The staff in the second store shared a wave of his handful replacement model, Mercedes-Benz C-class, Mercedes-Benz GLC, Toyota Highlander, Landa Aurora.
Sales distribution in a first-tier city, three-tier city demand is not large
After visiting the store, discovering, ideal The whole-vehicle lifetime warranty policy that was canceled at the end of June did not affect it.The sales situation. This is also a reflection of the ideal ONE has been recognized by the market in the part of the consumer population. Although the abolition of the lifetime warranty of the vehicle, but the three electricity systems are lifetime warranty.
store staff also said that sales are now up, and the corresponding policy certainly still have to cancel some. That area is where the contribution of these sales?
Anyway, Beijing is certainly not the largest contribution to the market, for policy reasons, provinces ONE ideal addition to Beijing is to sell new energy vehicles. The staff told me that the country is the best selling Shanghai. The latest data did not get to see the amount of insurance on the ideal ONE of the first half, the top three in Shanghai, Shenzhen and Hangzhou, respectively, 2753, 2672 and 2093, the three cities were completed during the first half of 2000 + sales.
do not top three northern cities, the top ten, there are two, Beijing and Zhengzhou. First-tier cities and second-tier cities are the main purchasing power, while purchases of three lines or less of the city, there is a clear fault. The reason is simple, high spending power of a second-tier cities, and willing to accept new things, but the ideal is 300,000 + ONE positioning in the high-end market, certainly must first open a second-tier city market, new forces are doing a lot of car prices of. As for why Shanghai will sell well, here it is the first line cities, where to buy new energy vehicles are also extended-free license can get.
In the third-tier cities, but you can always see like this Hongguang MINI EV car appeared. City is not large-scale and high life without having to commute, and no policy restricting the number of licensing restrictions, little demand for new energy sources.
need to face the challenge of
Admittedly, 6–8 months, ideal sales are very good, there is a new force the best. But again, we could see some problems.
by the program is not a new technology, but no TECHNOLOGYThe barrier, the threshold is lower than that of the new energy model, which means who can engage in and impact you. Now it is now a traditional car enterprise, BYD, Great Wall, etc. The ideal future planning is still based on the increase.
In addition, market policy issues. Ideal One is sold in Shanghai, and there is news that Shanghai will start with consumers who have purchased plug-in hybrid (including extended-incremental) cars will no longer get the special license volume of new energy vehicles. Moreover, Beijing can enjoy the purchase tax policy for the increased range model, but it is still purchased according to the oil car indicator.
The most direct benefits have been to solve the cruise anxiety of pure tram type, ideal One now runs away from the city 1088km. With the current level of pure tram type, the endless mileage has been able to reach 700km level, and the energy coverage is gradually expanded and the method is diverse, and the fast charge technology is no longer a unique.
When the pure tram type solves the problem of life, cost, and charging, there is not much advantage of leaving the extension model. 
Summary
Who is buying ideal one? Analyze the user portrait of ideal one, it should be a condition at home, but it is not so rich. After experiencing the luxury car, I want to chase more cost-effective cars, or do not pursue luxury brands; need big car home, I want to have Personality, not interested in this benchmark of Hanland Da.
The above two most cases will convert the second car in the home into ideal one. In addition, there is not so much indicator, I can only buy one, I want to accelerate texture, I don’t have to consider the battery life, the space is big, in short, it is a car.