MEGA didn’t share the order data when it went public, and Li Xiang, the best marketer, encountered a ＂boomerang＂

It is revealed that as of last night (March 4th), the number of MEGA-fixed products has not exceeded 10,000, and the number of small-fixed products has been limited. Many customers have returned to Tucki X9, Tengshi D9 and Wenjie M9.

Such achievements must not meet the original expectations of the ideal. However, the trend of online public opinion experienced since MEGA went public seems to point to this result …

After more than a year of well-designed publicity, on March 1, Ideal officially launched its first model in the pure electric market-Mega.

Probably in order to add a wave of hot search to the listing of new cars, before the press conference, Li Xiang (founder and chairman of LI) personally left the stage again as usual, trying to directly rub off the heat of "Apple gave up making cars".

However, factory director Li never imagined that the plot did not develop according to the design: the hot search was still on, but the topic was very embarrassing-the design of ——MEGA was called "coffin" by many netizens.

There are different opinions on the styling design of cars, and it is indeed the true view of some consumers that they can’t appreciate the alternative styling of MEGA. In the ideal offline store, the reporter of automobile sankei met many car-watching users bluntly, and they were very satisfied with the configuration of MEGA, but the shape was unacceptable.

In this public opinion offensive of MEGA in Bosnia and Herzegovina, "like a coffin" is a more understandable figurative expression, but it is indeed very bad. Especially for Chinese people, once the word "unlucky" is deeply bound to a car, it will definitely have a great impact on the terminal sales of the product.

In short, the trend of public opinion exceeded the initial expectation, and the ideal was completely angry. The official directly began to report, delete posts+lawyer’s letter warning. At the same time, many ideal self-media kols have come to the end, denouncing these behaviors as "shoddy and bottomless smearing".

In fact, MGEA is not the only one who has been given a similar title in automobile products. Around 2015, Tiguan accidents occurred frequently and were ridiculed by consumers as "earth coffins". When Krypton 009 went on the market in 2022, it was also "given" the same title as MEGA … But this information was not fermented, especially the latter, which was just a footnote when the new car was released.

This time, the "highway high-speed rail" MEGA that the ideal wants to build wholeheartedly, why is it getting worse and worse?

Many people think that it is, and public opinion is self-defeating. As the netizen said: the ideal just encountered a "boomerang".

Today’s bicycle marketing war is escalating, and the CEO often steps on the line and KOLKOC, and Li Xiang himself is indeed "indispensable".

The founder personally went off to rub off the heat, promoted the rhetoric, evaded the importance, and even manipulated the media, connoted friendship with businessmen, and attacked his own car owners … In the process of ideal development and growth, these communication means were used perfectly. Objectively speaking, the ideal L series is a good product, but the sales volume also has great marketing "credit".

After Ideal L9 went on the market, Li Xiang chose to attack the question that "500,000 luxury cars lack sincerity without aluminum" (the iron suspension used): "I suggest that netizens who think aluminum is better than steel and iron should tear down all the steel column structures in their houses and replace them with aluminum".

When MEGA, which went on the market last Friday, was questioned that "there is no rear wheel steering", the ideal was unified in the external announcement: rear wheel steering will make "the third row passengers feel faster lateral swing and feel uncomfortable", "rear wheel steering is not a very powerful technology, and our turning radius is one more palm than L9."

I won’t go into details about similar cases. Let’s take a look at the incisive summary of netizens:

Screenshot of social media

In fact, it is not a big "black material" to avoid some problems about new cars. This was originally the basic accomplishment of a car enterprise leader (except swearing). After all, no one is perfect and the car is not finished.

In addition to netizens and friends, the ideal control and control of the media has also reached the "extreme".

In February, before MEGA went public, a media test drive was organized in Sanya, and all participants signed a confidentiality agreement. Through this agreement, Ideal carefully grasps the rhythm of media publicity-only one activity arrangement allows each media to push information three or four times in succession according to the ideal scheduled time and content direction, and what consumers can brush every day is completely under control.

It must be boasted that when friends and businessmen are still thinking about how to polish technology and how to make an excellent press conference, the ideal has stood in another competitive dimension by virtue of the study of human nature. But those media that have been manipulated to such an extent, I’m afraid there is always something wrong with them.

I have to mention one thing that is unforgivable to both netizens and consumers: In an ideal L7 accident in Guangdong at the end of December last year, when someone questioned the ideal vehicle safety, Li wanted to expose the driver’s driving record information and video in Weibo, and misled public opinion to point to the accident owner’s speeding!

Such an ideal has been labeled as a "chicken thief" factory for a long time. Even the ideal car owner’s attitude towards the ideal and Li Xiang is: the car is a good car, and people don’t agree.

On the one hand, MEGA announced that it was overturned, because the ideal traffic was too high, and the gun hit the first bird. It does not rule out that it was really a competitor who deliberately played a hand in it. However, it must have incited netizens and the media who have long been uncomfortable with the ideal style of doing things to follow suit.

No matter who instigates it, people can’t help but want to return the classic famous sentence of factory director Li diss to himself: "I can’t stand this battle. Is it a giant baby?"

And for MEGA, this boomerang, the ideal must be borne.

On weekends, the largest gathering place of new power stores in Beijing is "Blue Harbor", and the ideal stores even need to queue up at noon. Most people come for MEGA, some are interested and some are curious.

It is undeniable that MEGA is an eye-catching product, but how much of this attention translates into final sales? It’s hard to say. The ideal of moving from extended range to pure electricity should be re-tested.

Many people have also noticed that after the listing of MEGA, Li Xiang did not answer all kinds of questions as usual, nor could he wait to share the legendary order data. Even after the press conference, Ideal experienced a decline in its share price.

How will MEGA’s public opinion and sales be intertwined? After this embarrassing public opinion storm, will Li think about it again? Wait and see.

(The original title is "MEGA’s plot, not developed according to Li Xiang’s vision")