Core Insights - The article highlights the emotional connection and long-standing trust that customers have with the Aucma brand through their old appliances, showcasing the company's successful "trade-in" program that encourages users to share their stories and experiences with Aucma products [1][3][5][12]. Group 1: Customer Experiences - Many customers have shared heartfelt stories about their long-term use of Aucma appliances, with some using products for over 30 years, indicating strong brand loyalty and product reliability [3][5][12]. - A customer named "Niu Nainai" expressed pride in her Aucma freezer, which she purchased in 1995, highlighting its durability and efficiency over the decades [3]. - "Liu Dajie" from Shaanxi shared his experience of replacing a 25-year-old freezer through the trade-in program, emphasizing the quality of Aucma products and the excellent service provided by the company [5]. Group 2: Brand Recognition and Awards - Aucma has been recognized as the top brand in the "2024 Annual China Household Freezer Brand Reputation Research Report," marking its 11th consecutive year of achieving this honor due to high quality and customer satisfaction [12]. - The company was also awarded the title of "Leading Enterprise in Household Appliance After-sales Service" at a conference, reflecting its commitment to customer service and support [14]. - Aucma's philosophy of "no best, only better" resonates with its approach to continuous improvement and innovation in product offerings [14]. Group 3: Emotional Connection and Legacy - The stories shared by customers illustrate how Aucma appliances have become integral parts of their family histories, creating cherished memories and a sense of belonging [10][12]. - The company aims to continue fostering these emotional connections by providing innovative products and attentive service, reinforcing its brand legacy [14].

Core Viewpoint - The recent launch of the Bluetooth remote key for the Zhijie model by Hongmeng Zhixing has sparked significant backlash from car owners, who feel it is unfair that they must purchase this feature separately while other models from the same brand come standard with it. This dissatisfaction coincides with a notable decline in sales for the Zhijie brand in April 2023, raising concerns about its market performance and brand reputation [2][3][5]. Sales Performance - In April 2023, Zhijie brand's sales were only 4,461 units, representing a year-on-year decline of 10.99% and a month-on-month decline of 55.41% [3][5]. - The brand reached a peak sales figure of 17,736 units in December 2022, but has seen a significant downward trend in 2023, with January sales at 13,000 units, followed by 10,004 and 10,005 units in February and March respectively [5]. - The sales performance for the week of April 28 to May 4, 2023, was also poor, with a reported sales figure of 1,100 units, reflecting a 23% decline [6]. Competitive Landscape - The decline in Zhijie sales is partly attributed to increased competition from the newly updated Tesla Model Y, which has introduced attractive financing options and a competitive price point that diminishes Zhijie's pricing advantage [7][8]. - The Zhijie R7 model competes directly with the Aito M7, leading to potential internal competition that could further impact sales [8]. Customer Sentiment - Customer dissatisfaction is evident, particularly regarding the Bluetooth remote key, which is not included as standard equipment for the Zhijie models, unlike other models from the same brand [10][11]. - The pricing of the Bluetooth remote key, originally set at 719 yuan and currently offered at a promotional price of 498 yuan, has also been criticized as being too high [10][11]. - The official response from Hongmeng Zhixing indicates that the Bluetooth key is an optional feature, but this has not alleviated customer concerns regarding the initial marketing of the product [11]. Brand Strategy - To improve sales, Zhijie must address the competitive pressure from Tesla and enhance customer satisfaction to rebuild its brand reputation and market presence [11].