Qi Lu Wan Bao·2025-09-25 09:55Core Insights - Li Auto has shifted its marketing strategy by signing a brand ambassador, Yi Yangqianxi, which marks a significant change from its previous stance of not hiring celebrity endorsements [2][5] - The launch of the Li Auto i6 is positioned to attract younger consumers, aligning with the brand's new strategic direction [5][9] - The i6 is set to be a key model for Li Auto, with ambitious sales targets and features aimed at enhancing its market competitiveness [6][10] Group 1: Marketing Strategy - The announcement of Yi Yangqianxi as a brand ambassador coincides with the i6's launch, creating a strong buzz and engagement on social media [2][5] - This partnership is expected to leverage Yi Yangqianxi's influence across various age groups, particularly appealing to the Z generation and young adults [5][9] - Previous successful endorsements by Yi Yangqianxi, such as with BMW, indicate his potential impact on Li Auto's brand visibility and sales [6][9] Group 2: Product and Sales Strategy - The Li Auto i6 is positioned as a large five-seat pure electric SUV, priced between 250,000 to 300,000 yuan, featuring advanced technology and spacious design [6][10] - The CEO has set a sales target of 9,000 to 10,000 units per month for the i6, contributing to an overall goal of 18,000 to 20,000 units for all pure electric models [6][10] - Analysts suggest a more aggressive pricing strategy for the i6 to enhance its competitiveness in the market [9]