Core Viewpoint - The introduction of unique features like a heated floor system and a shower in the new LS9 SUV by Zhiji Auto has sparked debate about whether these are genuine consumer needs or merely marketing gimmicks, reflecting the company's anxiety over sales performance [2][4][14]. Sales Performance - Zhiji Auto's cumulative sales from January to October 2023 reached 55,756 units, achieving only 55.8% of its annual sales target [16][18]. - The company has a history of failing to meet its annual sales goals, with 2023's target of 45,000 units resulting in only 38,300 units sold, and a 2024 target of 120,000 to 130,000 units leading to just 65,500 units sold [18][21]. Financial Performance - In the first half of 2023, Zhiji Auto reported a total revenue of 3.556 billion yuan and a net loss of 1.825 billion yuan [20][21]. - The company aims to achieve profitability by the end of December 2023, a challenging goal given its current financial struggles and competitive market conditions [20][21]. Product Features and Market Reception - The LS9 SUV features a heated floor system and a shower, which have been criticized as unnecessary and potentially unsafe due to the compact space and electronic components in vehicles [7][10][22]. - The heated floor system and shower are not standard features and require additional purchases through the Zhiji Auto app, raising questions about their practicality and consumer demand [11][12]. Competitive Landscape - The automotive market is highly competitive, with both traditional fuel vehicle brands and numerous new energy brands vying for market share, making it difficult for Zhiji Auto to stand out [21][22]. - Other new energy vehicle companies have successfully achieved profitability, increasing pressure on Zhiji Auto to improve its operational efficiency and market strategy [20][21].

Core Viewpoint - The introduction of the new LS9 model by Zhiji Auto, featuring unconventional amenities like a heated floor system and a shower, has sparked debate about whether these features represent genuine consumer needs or merely marketing gimmicks. The company is facing significant sales pressure, with only 55.8% of its annual sales target achieved so far this year [2][12][17]. Sales Performance - Zhiji Auto's cumulative sales from January to October 2023 reached 55,756 units, falling short of its annual target completion rate of 55.8% [12][13]. - The company has a history of not meeting its sales targets, with 2023's target of 45,000 units resulting in only 38,300 units sold, and a 2024 target of 120,000 to 130,000 units yielding only 65,500 units [13][17]. Financial Challenges - The company reported a net loss of 18.25 billion yuan in the first half of 2023, raising concerns about its financial health and ability to achieve profitability by December 2023 [15][17]. - The automotive industry is capital and technology-intensive, and Zhiji Auto faces significant operational pressures and cost challenges amid fierce competition from both traditional and new energy vehicle brands [17]. Controversial Features - The LS9 model includes a heated floor system and a shower, which have been criticized as unnecessary and potentially unsafe due to the compact nature of vehicle interiors and the presence of electronic components [5][7]. - The heated floor system is marketed as a unique feature, but its practicality and safety have been questioned, particularly regarding its impact on battery safety and vehicle range [7][17]. Market Positioning - The LS9 is positioned as a strategic model in the 300,000 yuan SUV market, aiming to differentiate itself through driving performance, smart technology, and unique space configurations [3][12]. - The introduction of these unconventional features is seen as an attempt to create buzz and attract attention in a competitive market, but it may not align with actual consumer needs [6][12].

Core Viewpoint - The introduction of unique features like heated floors and shower systems in the new LS9 SUV by Zhiji Auto has sparked debate about whether these are genuine consumer needs or merely marketing gimmicks to address the company's sales anxiety [2][3][12]. Sales Performance - Zhiji Auto's cumulative sales from January to October 2023 reached 55,756 units, achieving only 55.8% of its annual sales target [12][13]. - The company has consistently failed to meet its annual sales targets in previous years, with 2023's target of 45,000 units resulting in only 38,300 units sold [15]. Financial Performance - In the first half of 2023, Zhiji Auto reported a net loss of 1.825 billion yuan, reflecting significant operational pressures [16][17]. - The company aims to achieve profitability by December 2023, a challenging goal given its current financial situation and market competition [16][18]. Product Features and Market Strategy - The LS9 SUV features a heated floor system and a shower function, which have been criticized as unnecessary and potentially unsafe due to their impact on vehicle safety and battery performance [6][8][12]. - The heated floor and shower features are not standard but require additional purchases, raising questions about their practicality and consumer demand [10][12]. Market Competition - The automotive industry is highly competitive, with both traditional and new energy vehicle brands vying for market share, making it difficult for Zhiji Auto to stand out [17][18]. - The introduction of controversial features may negatively affect the brand's image and consumer perception, further complicating its sales efforts [18].

Core Insights - The article highlights the success of companies that identify and capitalize on niche markets, particularly in the realm of everyday products that fulfill genuine consumer needs [1][9]. Group 1: Market Opportunities - A company discovered a waterproof box for outdoor electrical sockets, which had consistent search demand despite not being a bestseller [1][3]. - The market was filled with low-quality, generic products, indicating a significant opportunity for improvement and branding [5][9]. - The company Hrensaw was established with an initial investment of 350,000, achieving sales of 50 million in two years and surpassing 100 million in the third year [1][3]. Group 2: Product Development and Innovation - Hrensaw focused on product quality by using low-temperature resistant ABS material and adjustable designs, leading to genuine consumer demand without gimmicky marketing [3][9]. - Another company, Tessan, created a universal power strip that adapts to various international plug standards, addressing a common issue faced by travelers [5]. - Continuous product improvements, such as enhancing packaging durability and user-friendly features, have resulted in significant reductions in damage rates and increased customer satisfaction [7][9]. Group 3: Consumer Behavior and Market Trends - High repurchase rates for Hrensaw products indicate strong customer loyalty, particularly among electricians who require multiple units [9]. - The success of niche products like Bravo Sierra's military-focused personal care items demonstrates the potential for specialized offerings in underserved markets [5][11]. - Companies that innovate in overlooked areas can disrupt established markets, as seen with Tessan's multi-functional chargers prompting responses from traditional manufacturers [11].