Recently, Yang Dacheng, Vice President of Jike Intelligent Technology, posted a video of eating hotpot in a car on his personal social media, which sparked a heated discussion among netizens.
Video screenshot
In the video, Yang Dacheng is sitting in the upcoming new model of Jike, Jike MIX, with three people facing each other in the car. Hot pot, tripe, and dipping sauce dishes are placed on the expandable table in the middle. In the caption of the video, Yang Dacheng wrote, "As a product, we still need to listen to the users' most authentic voices. In the product definition stage, co creating Extreme Krypton MIX with users is still very effective
Sina Weibo @ Jike Yang Dacheng
As the fifth brand new model under the Extreme Krypton brand and also the first family car built by Extreme Krypton based on the Haohan-M architecture, the Extreme Krypton MIX made its debut during this year's Beijing Auto Show and attracted a lot of attention with its unique shape and design. One of the highlights is that the front seats of the Extreme Krypton MIX can achieve 180& deg; Flip it over to form a "face-to-face" layout with the rear seats. Yang Dacheng, through video agency Shao Dao, said that in Jike MIX, not only can you eat hotpot, but you can also play mahjong.
Sina Weibo @ Jike Guan Haitao
However, netizens have different opinions on the scene of eating hotpot in the car. A netizen said, "The last car tasted hot pot, and the roof and seats were full of oil droplets. I don't think it's practical for most people
Sina Weibo
Sina Weibo
But there are also netizens who hold different opinions. Some netizens said, "Isn't it a pleasure for a family to sit in the car and enjoy themselves?" "I feel like this is a successful reverse marketing, using 'eating hot pot in the car' to attract users, and there is no need to criticize the design. Outdoor camping is becoming popular, and Jike has strengthened the imagination of space utilization through this
Sina Weibo
Sina Weibo
On October 13th, Yang Dacheng responded to the above incident on his personal social media, stating that the original intention of "eating hot pot in the car" was to showcase more diverse scenes of the new Jike car, but he did not expect it to trigger discussions among netizens. Regarding the issue of odor in the car that may be caused by eating hotpot, Yang Dacheng stated that the vehicle is equipped with an efficient fresh air system, but more technical details cannot be disclosed at present.
It is worth mentioning that while "eating hot pot in the car" sparked discussions, Guan Haitao, CMO of Jike Intelligent Technology, revealed the latest update on the "protagonist" - Jike MIX. Guan Haitao said on his personal social media that the Jike MIX "is coming this month", or hinted that this new car is about to be launched.
Sina Weibo
In fact, with the increasingly fierce competition in the new car market, it is not uncommon for car companies to "liven up" and "get out of the circle" in marketing. For example, Liu Tao, co CEO of Zhiji Motors, once made dumplings and boiled hot pot in the back seat of the car; Founder Chang Jing of Jishi Automobile proposed the idea of a car toilet and launched corresponding products; Skyworth founder Huang Hongsheng once sparked discussions among netizens about "health oriented marketing".
In response to this phenomenon, Red Star News quoted industry insiders as saying, "Although scenes such as eating hot pot in the car and using the car toilet are 'confusing', they can leave a deep impression on consumers. Currently, intelligent car roll technology, roll configuration, and roll service are almost out of roll. Some car companies without brand advantages are taking a wrong approach and using marketing in a certain scene to gain traffic, which carries the risk of excessive force or even collapse
However, another viewpoint suggests that based on feedback from the terminal market, Jike may not have reached the point where it needs to "take a sharp edge" and "gain traffic". Official data shows that in September of this year, the delivery volume of Extreme Krypton exceeded 21000 vehicles, a year-on-year increase of 77% and a month on month increase of 18%; From January to September this year, Jike delivered a total of 143000 new cars, a year-on-year increase of 81%. As of now, Jike has delivered nearly 340000 vehicles in total.
The gradual increase in sales has also accelerated the improvement of Jike's performance. According to the financial report data of ZK.US, it achieved a revenue of over 20 billion yuan in the second quarter of this year, a year-on-year increase of 58% and a month on month increase of 36%. Under Hong Kong accounting standards, after excluding the impact of share based payments, Jike's net loss in the first half of the year significantly narrowed to 70 million yuan, and it achieved a turnaround from loss to profit in the second quarter, "Jike said.