Group 1 - The core concept of the article is that Jietu is positioning its new model, the Mountain Sea L7 PLUS, as a "travel small RV," aiming to capture market trends and enhance its brand appeal in the outdoor travel segment [2][3] - Jietu's strategic transformation around 2023 has led to the successful launch of several "boxy" models, including the Traveler and Mountain Sea T1 and T2, resulting in a total sales volume of 231,000 units for the "boxy" family in 2024 [2] - The Mountain Sea L7 PLUS is not a traditional RV, as it lacks essential features like independent kitchen and bathroom, but rather enhances the flexibility and camping functionality of an SUV, extending Jietu's "travel+" concept [2][3] Group 2 - Key selling points of the Mountain Sea L7 PLUS include a pure electric range of 220 kilometers and a comprehensive range of 1,700 kilometers, along with features like a cold and warm armrest box and a hidden icebox, making it more suitable for outdoor travel [3] - Jietu has established a "travel+" brand positioning since its inception, creating a differentiated market path through travel scenarios, which has contributed to its continuous sales growth [3] - To reinforce its "travel+" positioning, Jietu has built a travel ecosystem comprising 320 alliance partners and 1,252 global rest stations, enhancing brand loyalty [3]

Group 1 - The core idea of the article revolves around the concept of family-oriented travel, highlighting the potential for shared experiences in off-road adventures rather than solitary journeys [1][2] - As of June, there are approximately 515 million car owners in China, with an estimated 3 million off-road vehicle owners, indicating a significant market for travel-oriented vehicles [1] - The Jietu Mountain Sea L7 Plus is introduced as a "travel small RV," featuring a spacious interior with options for 5 or 7 seats, and dimensions of 4810*1930*1705mm, showcasing its suitability for family travel [2] Group 2 - The Jietu Mountain Sea L7 Plus offers unique features such as a "32-variable" electric seven-seat configuration and four intelligent bed modes, enhancing comfort for both travel and home use [2] - The vehicle includes two refrigerators with varying capacities and temperature controls, catering to the needs of family trips and outdoor adventures [2] - The L7 Plus is equipped with a 1.5TGDI hybrid engine, long electric range, and advanced suspension systems, positioning it as a competitive option in the travel vehicle market [2][3]

Core Insights - The launch of the Jietu Shanhai L7 PLUS aims to address the declining sales of its predecessor, the Shanhai L7, by offering enhanced features and competitive pricing [2][3][5] Product Overview - The Jietu Shanhai L7 PLUS is positioned as a "long-range luxury seven-seat SUV" with a price range of 119,900 to 161,900 yuan, dropping to 109,900 yuan after trade-in subsidies [2] - It features a wheelbase of 2820mm, a pure electric range of 220km, and a comprehensive range of 1700km, with fast charging capabilities [2] - Key highlights include seven-seat electric adjustment, 32 seating combinations, dual intelligent refrigerators, a 15.6-inch rotating screen, and advanced driving systems [2] Market Performance - The Shanhai L7 has experienced a "high open low walk" sales trend, with a peak of 3,709 units in December 2024, dropping to 167 units by July 2025, totaling 5,573 units for the year [2][3] Competitive Landscape - The Shanhai L7's struggles are attributed to unclear positioning and competition from similar models, leading to user complaints about insufficient smart features and cramped third-row space [3] - The Shanhai L7 PLUS aims to improve upon these issues with upgrades in space, range, and smart features, directly addressing the pain points of the previous model [3][4] Differentiation Strategy - The Shanhai L7 PLUS differentiates itself with features like dual refrigerators and long-range efficiency, offering a pure electric range that exceeds competitors like BYD Song PLUS DM-i by 70km [4] - However, it faces challenges such as weaker brand recognition compared to BYD and the need for OTA upgrades for smart features [4] Marketing Strategy - Jietu aims to penetrate the market with a "high configuration at a low price" strategy, positioning the starting price close to that of fuel vehicles while offering lifetime warranties and trade-in subsidies [5] - The company plans to enhance brand trust and recognition through scenario-based marketing, such as camping experiences, to stand out in a highly competitive SUV market [5]