“以价换量”，方程豹们是否在饮鸩止渴？｜记者观察

Core Viewpoint - The article discusses the balance between "price for volume" strategies and brand integrity in the competitive electric vehicle market, highlighting the challenges faced by companies like BYD's Fangchengbao brand in achieving sales targets while maintaining a premium brand image [1][2][3] Group 1: Sales Strategy - Fangchengbao aims to stabilize monthly sales at 20,000 units and target 30,000 units by leveraging products like the Titanium 7 and sustainable product offerings [1] - The brand's recent price reduction strategy, which lowered prices by 50,000 yuan across the board, resulted in approximately 50,000 units sold for the year, but also led to dissatisfaction among existing customers [1][2] - The "price for volume" approach is a common tactic in the electric vehicle market, especially as companies seek to regain lost customers and boost sales [2] Group 2: Market Dynamics - The pricing strategy has led to confusion regarding Fangchengbao's original high-end positioning, as new models have been priced below 200,000 yuan [2] - Other companies, such as Dongfeng Nissan and Huawei's Harmony Intelligence, have also adopted aggressive pricing strategies, with some models priced significantly lower than competitors to attract customers [2][3] - The practice of "selling at a loss" has raised concerns about brand devaluation and customer dissatisfaction, as seen with the reactions from existing owners of discounted models [3] Group 3: Long-term Considerations - The dual-edged nature of the "price for volume" strategy poses risks, as it can lead to increased sales but also brand devaluation and customer backlash [3] - Companies must consider how to achieve both sales growth and a positive brand reputation, which is crucial for long-term sustainability and profitability [3]