Group 1: Order Situation - New large orders per store: 30 to 35 units [1] - Store visit ratio: 70% with a 60% increase in visits [1] - Significant customer interest in the max version due to unexpected pricing, leading to a surge in orders during the Dragon Boat Festival, with new large orders exceeding 20,000 [1] - Marketing efforts have successfully attracted female customers, as indicated by high topic engagement from influencer Ouyang Nana [1] Group 2: Customer Profile - Target demographic: Ages 22 to 32, with a 50% female ratio [2] - Younger customers and higher female representation compared to current models, with families and young couples showing increased interest in refined vehicle designs [2] - Female customers prioritize aesthetics, smart features, and parking assistance, while male customers focus on intelligent driving capabilities [2] Group 3: Configuration Choices - Configuration preference for max: plus ratio is 85:15 [3] - Model distribution: 20-30% for 502 Max long-range and 70-80% for 600 Xax ultra-long-range [3] - Popular exterior color: Starry Purple, with interior color preference for Dawn Purple, noted for its enhanced quality [3] - Female customers find the purple color scheme appealing, and many are willing to pay for features like the "ear" (small blue light) on the new max model [3] Group 4: Competitive Comparison - Comparison with 10 competitors, specifically against BYD Qin L EV and Leap Motor B10 [4] - No internal training on competitors was conducted, but several competitors adjusted their sales policies post-launch [4] - A noticeable decline in customer preference for the new model compared to Qin L, with a clear segmentation in the customer base, particularly among female customers who value aesthetics [4]
小鹏M03 max 新车上市一线销售周报