Electric Vehicle Product Planning Exploration Analysis (1)

1. Ideas for product planning (1) Market research of products Most companies always conduct market research when they are not at the end of the year or when new product development projects are initiated. Through market research, they understand market competition patterns and understand the market environment. . However, strangely enough, most of the company's surveys are due to less professionalism, or problems in the implementation of the survey itself, and the survey methods are basically the same. In the end, the results of the survey are all similar.

Market research is not some qualitative information or some ideas that can be regulated. Consumers' many sensible factors cannot be reflected by questionnaires. Market research is mostly a very optimistic result, but these results are often quite different from the actual situation.

As the product's core decision to develop this relationship, the product factor is only a reference factor and its role is limited. The need for managers to be calm and calm and to judge the macroeconomic development of the industry requires rational thinking.

(2) The target customer of the product researched through market research and grasped some basic market information materials. The research and analysis of customer information, the conclusion of its analysis, and the decisive guiding significance for product planning.

The basic input information of product development generally comes from two aspects. First, the customer complains and dissatisfaction with the product. This part mainly comes from the market and information, which is to meet consumer demand, and the second is through market personnel and professional R&D personnel. The bold brand new idea of ​​the product has a little taste of invention. It has nothing to do with the consumer's consciousness. After the product is on the market, consumers just say that this thing is really good.

For electric vehicles, more products on the market improve input information and come from the market, which leads to the overall capability of the product is not strong, the ability to promote the market is limited, lack of innovative new technologies to promote the development of the industry, so that The limited integration capacity of the electric vehicle industry has obviously constrained the development of the electric vehicle industry. (3) Product planning is based on the company's market and brand positioning. Many companies are surpassing their own target markets through the launch of new products when planning products. Customers, who strive for higher-level competitors' customers, sell directly to the target groups of higher brands in order to obtain a higher product premium, and the results are basically difficult to achieve.

In fact, the real goal of the development of new products for enterprises is not to strive for the target customers of higher-level competitors, but to effectively satisfy the higher requirements of their target customers and guide their target customers to higher levels. The level of consumption.

Among the target customers' groups, there are a large number of consumer groups that can move up or down between the high, middle and low-grade categories. The products or services provided for them contain huge market benefits and opportunities. The development of its products must correspond to the company's own market positioning and brand positioning. Of course, there can also be space for upward or downward, but the scope is limited.

(II) Actual operation of product planning Product planning is a system work and requires many aspects of innovation. The work involved involves not only the product development system, but also the production management system and marketing promotion system. In the product development system, the focus is on product quality positioning and technology implementation. The production system focuses on the quality assurance of the production process. Market promotion includes price strategy, channel strategy, and promotion strategy.

1. New Product Strategy for Entering the Electric Vehicle Industry (1) Market Positioning: Enterprises entering the new electric vehicle industry at this stage need a new orientation to the market and products. At present, the market for China's electric vehicle companies is broken down into three major categories based on the use of consumers' products. These are the transportation, leisure, and business markets. The travel-oriented market, mainly to chartered vehicles, its consumer characteristics are the requirements of practical products, low prices, long warranty period, can bring people, etc., large-capacity batteries, a total market price range between 1500-2000. The leisure sports market is mainly based on simple bicycles, requiring a simple and stylish appearance, light weight and easy to move, the battery is preferably a lithium battery, and has good foot function and assist function. Its market price range is 2000-4000 yuan. between. The business type is mainly a special working group. It is used to carry goods and carry passengers. It is mainly based on the most popular trucks in the current market, requiring heavy loads and long mileage.

For newly-entered electric vehicle companies, when customers evaluate their own resource capabilities, they make choices in the market. Each company can't do a good job for all products. You can only do products in the target market you choose. Positioning, of course, can be further subdivided for the above three categories of target markets.

(2) Selection of products: After positioning the market, make product selections, usually choose the best-selling products to be located, and the new products should not exceed 10 models. In these products, you can plan 2 to 3 products that are their own new ideas, and the products are improved on the original market products.