{"config":{"moduleinfo":{"javascripts_count":[{"count_phone":0,"count":0}],"styles_count":[{"count_phone":0,"count":0}],"htmls_count":[{"count_phone":2,"count":2}]},"htmls":[],"styles":[{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.sub-logo .sub-logo-link .sub-logo-image{height:22px !important;}"},{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.sub-logo .sub-logo-link.pointer{display: flex;align-items:center;}"},{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.aliyun-language{display:none !important;}"},{"text":".aliyun-topbar {box-shadow: none !important;}"}],"javascripts":[{"text":"function isDingTalkFn() { var ua = navigator.userAgent.toLowerCase(); var isIn = /dingtalk/gi.test(ua); if (isIn) { var style = document.createElement(\"style\"); style.innerText = ` @media (max-width: 768px) { .aliyun-module.wb-aliyun-developer-h5-nav { display: none!important; } .aliyun-module[data-module-name=\"@ali/hmod-ace-homepage-2020-hmod-footer\"] { display: none; } } `; document.head.appendChild(style); } }; isDingTalkFn();"}],"countinfo":{"htmls":{"length_pc":0,"length":0}},"header":"activity","logo":"https://img.alicdn.com/tfs/TB1KR.SwYr1gK0jSZFDXXb9yVXa-160-40.png","logoLink":"https://chuangke.aliyun.com/"},"settings":{"uuid":"NOUUID"}}
X
{"config":{"moduleinfo":{"question":"","rightTitle":"个人中心","menu_count":[{"count_phone":8,"count":8}],"article":"","rightMenu_count":[{"count_phone":3,"count":3}]},"menu":[{"menuTitle":"出发吧创业者","menuLink":"https://startup.aliyun.com/special/gostartup"},{"ismoreList":false,"menuTitle":"首页","menuLink":"//chuangke.aliyun.com"},{"menuTitle":"资讯","ismoreList":false,"menuTag":"","menuLink":"//chuangke.aliyun.com/info/","submenu":[]},{"menuTitle":"融资","menuLink":"","ismoreList":true,"menuTag":"","submenu":[{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"投BP","morsubemenuLink":"//chuangke.aliyun.com/company/"},{"morsubemenuTitle":"源码资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/sourcecodecap"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/gaorongvc","morsubemenuTitle":"高榕资本"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/brv","morsubemenuTitle":"蓝驰创投"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/ebvc","morsubemenuTitle":"钟鼎创投"},{"morsubemenuTitle":"元璟创投","morsubemenuLink":"https://chuangke.aliyun.com/financing/visionpluscapital"},{"morsubemenuTitle":"靖亚资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/emventures"},{"morsubemenuTitle":"清流资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/crystalstreamcap"}],"moresubmenuTitle":"找融资"},{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"专精特新直通北交所","morsubemenuLink":"https://chuangke.aliyun.com/startup-program/zjtx"},{"morsubemenuTitle":"线下园区入驻","morsubemenuLink":"//chuangke.aliyun.com/city"},{"morsubemenuTitle":"赛道明星班","morsubemenuLink":"//chuangke.aliyun.com/star"},{"morsubemenuTitle":"赛道训练营","morsubemenuLink":"//chuangke.aliyun.com/demoday"}],"moresubmenuTitle":"加速与孵化"}]},{"ismoreList":true,"submenu":[{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuLink":"https://chuangke.aliyun.com/special/newstartups","morsubemenuTitle":"项目求报道"},{"morsubemenuTitle":"大企业创新场景对接","morsubemenuLink":"https://chuangke.aliyun.com/openinnovation"},{"morsubemenuTitle":"IoT框架技术内测","morsubemenuLink":"https://chuangke.aliyun.com/waft"},{"morsubemenuTitle":"阿里生态资源对接","morsubemenuLink":"//chuangke.aliyun.com/markets/aliyun/surpportive"},{"morsubemenuTitle":"深圳千万上云补贴扶持","morsubemenuLink":"//chuangke.aliyun.com/szwqsy/"}],"moresubmenuTitle":"资源对接"},{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"创业大赛","morsubemenuLink":"//chuangke.aliyun.com/event"},{"morsubemenuTitle":"88帮帮节","morsubemenuLink":"//chuangke.aliyun.com/special/88"},{"morsubemenuTitle":"创业节","morsubemenuLink":"https://chuangke.aliyun.com/chuangyejie/1111/2021"},{"morsubemenuTitle":"创峰会","morsubemenuLink":"//chuangke.aliyun.com/chuangfenghui"},{"morsubemenuTitle":"云栖TechDay","morsubemenuLink":"//chuangke.aliyun.com/techday"}],"moresubmenuTitle":"热门活动"}],"menuTitle":"资源与活动","menuLink":""},{"menuTitle":"城市站","menuLink":"","ismoreList":false,"submenu":[{"submenuLink":"https://startup.aliyun.com/city/nb/","submenuTitle":"宁波海曙站"},{"submenuLink":"//startup.aliyun.com/city/vanke-wanchuang/portal","submenuTitle":"万创科技城站"},{"submenuTitle":"聊城城市站","submenuLink":"//startup.aliyun.com/city/lc/portal/"},{"submenuTitle":"太原城市站","submenuLink":"//startup.aliyun.com/city/ty/portal"},{"submenuLink":"//startup.aliyun.com/city/xt/","submenuTitle":"湘潭城市站"},{"submenuLink":"//startup.aliyun.com/city/zz/","submenuTitle":"郑州城市站"},{"submenuTitle":"岳阳城市站","submenuLink":"//startup.aliyun.com/city/yy/"},{"submenuTitle":"上海金桥站","submenuLink":"https://startup.aliyun.com/city/sh/"},{"submenuTitle":"成都","submenuLink":"https://startup.aliyun.com/city/cd/"},{"submenuTitle":"镇江","submenuLink":"https://startup.aliyun.com/city/zj/"}]},{"menuTitle":"活动中心","menuLink":"//startup.aliyun.com/event","menuTag":"","submenu":[],"ismoreList":false},{"menuTitle":"创业白皮书","menuTag":"","menuLink":"https://chuangke.aliyun.com/special/ebook"},{"menuTitle":"更多服务","menuLink":"","ismoreList":false,"submenu":[{"submenuTitle":"政策指南平台","submenuLink":"https://sme.aliyun.com/policy/"},{"submenuTitle":"创业直播间","submenuLink":"//chuangke.aliyun.com/live/"},{"submenuLink":"//market.aliyun.com/shuangchuang","submenuTitle":"创业服务市场"},{"submenuTitle":"人才招聘","submenuLink":"//edu.aliyun.com/recruit"},{"submenuTitle":"云栖大会科技专场","submenuLink":"https://chuangke.aliyun.com/special/yunqi/2021/live"}]},{"menuTitle":"直播间","menuLink":"https://chuangke.aliyun.com/live/","submenu":[{"submenuTitle":"云谷创新谈","submenuLink":"https://chuangke.aliyun.com/live/room/4"},{"submenuTitle":"星云计划公开课","submenuLink":"https://chuangke.aliyun.com/live/room/2"},{"submenuTitle":"一汽奔腾“智“”悦”座舱云上对接会","submenuLink":"https://chuangke.aliyun.com/live/video/250792"},{"submenuLink":"https://chuangke.aliyun.com/live/video/250721","submenuTitle":"钉钉专场:钉钉PaaS开放及生态策略"}]},{"menuTitle":"中小企业服务平台","menuLink":"https://sme.aliyun.com/"},{"menuLink":"https://chuangke.aliyun.com/brand/duoguan/","menuTitle":"品牌馆","submenu":[{"submenuTitle":"IT桔子","submenuLink":"https://startup.aliyun.com/brand/itjuzi/"},{"submenuTitle":"夺冠","submenuLink":"https://chuangke.aliyun.com/brand/duoguan/"},{"submenuTitle":"蓝驰创投","submenuLink":"https://chuangke.aliyun.com/financing/brv"},{"submenuTitle":"高榕资本","submenuLink":"https://chuangke.aliyun.com/financing/gaorongvc"},{"submenuTitle":"元璟资本","submenuLink":"https://chuangke.aliyun.com/financing/visionpluscapital/"},{"submenuTitle":"源码资本","submenuLink":"https://chuangke.aliyun.com/financing/sourcecodecap/"}]},{}],"rightMenu":[{"menuTitle":"我的项目","menuLink":"//chuangke.aliyun.com/project/my"}],"countinfo":{"menu":{"length_pc":0,"length":0},"rightMenu":{"length_pc":0,"length":0}},"publicity":{"img":"","link":""}},"settings":{"uuid":"NOUUID"}}
{"config":{"moduleinfo":{"searchLink":"//m.aliyun.com/product/search","channels_count":[{"count_phone":12,"count":12}],"searchText":"ecs","noAppDownload":true,"logo":"//gw.alicdn.com/tps/TB11eICOFXXXXaLapXXXXXXXXXX-130-39.png"},"channels":[{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"//chuangke.aliyun.com/","title":"首页"},{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"//chuangke.aliyun.com/info/","title":"创业资讯"},{"link":"","title":"找融资","subChannels":[{"title":"投BP","link":"//chuangke.aliyun.com/company/"},{"title":"云融资","link":"//chuangke.aliyun.com/product/financing"}],"isOpenSubChannel":true},{"spmId":"0","channelStr":"频道描述","maxShowNum":"6","isOpenSubChannel":false,"link":"","title":"孵化与加速","subChannels":[{"title":"线下园区入驻","link":"//chuangke.aliyun.com/city"},{"spmId":"0","tce_rule_count":"1","link":"//chuangke.aliyun.com/star","title":"AI赛道明星班"},{"spmId":"0","tce_rule_count":"1","link":"//chuangke.aliyun.com/demoday","title":"赛道训练营"}]},{"spmId":"0","maxShowNum":"0","isOpenSubChannel":false,"title":"资源对接","subChannels":[{"title":"大企业创新场景对接","link":"https://chuangke.aliyun.com/openinnovation"},{"link":"//chuangke.aliyun.com/markets/aliyun/surpportive","title":"阿里生态资源对接"},{"link":"//chuangke.aliyun.com/szwqsy/","title":"深圳千万上云补贴"}],"link":""},{"link":"","title":"走进城市站","isOpenSubChannel":false,"subChannels":[{"link":"https://chuangke.aliyun.com/city/vanke-wanchuang/portal","title":"万创科技城"},{"link":"https://chuangke.aliyun.com/city/lc/portal/","title":"聊城城市站"},{"link":"https://chuangke.aliyun.com/city/ty/portal","title":"太原城市站"},{"title":"湘潭城市站","link":"https://chuangke.aliyun.com/city/xt/portal"},{"title":"郑州城市站","link":"https://chuangke.aliyun.com/city/zz/portal"},{"title":"岳阳城市站","link":"//chuangke.aliyun.com/city/yy/"},{"title":"上海金桥站","link":"https://chuangke.aliyun.com/city/sh/"}]},{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"","title":"热门活动","subChannels":[{"title":"创业大赛","link":"//chuangke.aliyun.com/event"},{"title":"88帮帮节","link":"//chuangke.aliyun.com/special/88"},{"title":"创业节","link":"https://chuangke.aliyun.com/special/chuangyejie/spring2021"},{"title":"创峰会","link":"//chuangke.aliyun.com/chuangfenghui"},{"link":"//chuangke.aliyun.com/techday/","title":"云栖Techday"}]},{"link":"","title":"更多","isOpenSubChannel":false,"subChannels":[{"title":"求报道","link":"https://chuangke.aliyun.com/resource/apply/8/140#/"},{"title":"创业直播间","link":"//chuangke.aliyun.com/live/"},{"link":"//market.aliyun.com/shuangchuang","title":"创业服务市场"},{"title":"人才招聘","link":"//edu.aliyun.com/recruit"}]}],"countinfo":{"channels":{"length_pc":0,"length":0}}},"settings":{"uuid":"NOUUID","recommend":{"visibleMode":"default"},"anchor":{"visibleMode":"all"},"pc":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"","marginBottom":"","contentBackground":"","paddingHoz":"","paddingTop":"","paddingBottom":"","backgroundImage":"","autoHeight":false},"h5":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"","marginBottom":"","contentBackground":"","paddingHoz":"","paddingTop":"","paddingBottom":"","backgroundImage":"","autoHeight":false}}}
{"config":{"adConfig":{"target":"_blank","pcImg":"","h5Img":"","icon":"","mode":"all","extraList":[],"linkList":[],"href":""},"windowSet":{"open":true,"dataList":[{"list":[{"url":"https://chuangke.aliyun.com/special/newstartups","text":"求报道"},{"url":"https://chuangke.aliyun.com/company/","text":"找融资"}]},{"list":[{"text":"创企榜","url":"https://chuangke.aliyun.com/special/startup"}],"bgi":"https://img.alicdn.com/imgextra/i3/O1CN01vevPS31ofSq4izkDg_!!6000000005252-2-tps-84-232.png","color":"#fff"}]}},"settings":{"recommend":{"visibleMode":"default"},"anchor":{"visibleMode":"all"},"pc":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"0","marginBottom":"0","contentBackground":"","paddingHoz":"0","paddingTop":"0","paddingBottom":"0","backgroundImage":"","autoHeight":false},"h5":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"0","marginBottom":"0","contentBackground":"","paddingHoz":"0","paddingTop":"0","paddingBottom":"0","backgroundImage":"","autoHeight":false}}}

保时捷的“秘诀”都写在招股书里了

保时捷能造豪华车,还能卖到飞起,其他人行吗?

豪华还能走量

保时捷能造豪华车,还能卖到飞起,其他人行吗?

2021年,保时捷销量为30.1万,比上一年增加11%,车型均价近百万却有如此成绩,前无古人

豪车=保时捷,在中国汽车工业和普通用户的BGM里,这几乎成定律。瞄准豪华车的新势力,不约而同把复制保时捷、超越保时捷作为第一目标。

不久前刚刚亮相的新势力Beyonca说要造出中国第一款对标保时捷宾利的产品。

李书福旗下的极星3售价为88万起,对标保时捷卡宴;极星6预计售价为168万,对标保时捷911

也是吉利旗下的路特斯,路特斯ELETRE,售价82.8万起,同样对标保时捷卡宴

号称50万以内最好的小鹏G9,依然把保时捷作为对比产品。

保时捷成功在哪?到底该怎么复制它的模式?

其实,在招股书中保时捷毫无保留地坦白了自己的秘密。

保时捷没有秘密

保时捷目前在售车型有:

保时捷最著名的就是其标志性设计,最典型的保时捷911,1963年推出,目前已经更新到第八代,经典造型深入人心。

大街上看到跑车,一眼就能认出来哪一辆是保时捷。

此次保时捷上市发行股票9.11亿股,也是为了纪念这个特别型号。

作为对比,与保时捷定位相似、价格区间相近的豪车品牌2021年销量为(单位:辆):

燃油车时代,保时捷是卖得最好的豪华车品牌。

而在转向智能化、电动化后,保时捷不但是走的最快的,也是成效最显著的。

保时捷最经典、最有人气的标志性车型911,销量不及纯电车型Taycan。

据保时捷官方透露,Taycan车主超过60%都是首次购买保时捷。

另外,保时捷全部销量较上一年同比增长11%,即301915辆。

也就是说,纯电车型Taycan不但贡献了保时捷全部增长来源,还成功弥补了纯燃油车的销量下滑。

甚至现在可以断言,销量最大的Macan纯电版推出后,保时捷的财报业绩会更加令对手眼红。

100万左右的Taycan上市一年就卖出4.1万辆,但Taycan仅具备定速巡航车道变换辅助系统,智能座舱是大众的MIB3方案,搭载高通820A芯片,在智能化方面其实远没有达到当下“智能车”的平均水平,甚至落后于同是大众集团旗下的ID系列。

但智能化不及格依然阻挡不了保时捷一路高歌猛进。

谁在一直买?为什么买?

答案还在招股书里。

保时捷的用户画像

深扒招股书,保时捷提供了一些客户数据。

2021年,在保时捷总交付量中,中国、德国、欧洲(除德国)、北美和世界其他地区分别占32%、10%、19%和13%。

超过1/3的保时捷销往中国,而新车购买者的平均年龄在40岁以下,家庭平均年收入为304万元(41万欧元,含税)。

其中女性用户占全部中国用户的50%。

所以,在保时捷销量最大的中国市场,年轻白领女性,是最主力的用户。

保时捷强在历史积淀、运动基因,但官方对于当下的成功给出了截然不同的解释:

个性化和无缝体验

保时捷的核心用户群体和忠实客户群体是高净值人士。而高净值人士中,80后90后的比例在增加,女性的比例也在增加。

这些人群正在用消费定义奢侈品,很重视个性化的产品和服务,愿意为个性化买单。

而保时捷恰好是“选装之王”

保时捷特征消费群体也很看重客户体验全渠道的接触

也就是说,买车除了看个性化,还要看能不能给用户提供全面的奢侈品体验。

保时捷线下,全球有超过900个保时捷销售网点,在中国有139个;9家保时捷体验中心,上海就有一家。保时捷体验中心通常包括一个驾驶赛道,历史车辆展览,商店和其他用户体验功能。

在线上,用户可以从保时捷官方网站(Porsche.com)、“我的保时捷”(My Porsche)应用、“保时捷市场”(Porsche Marketplace)等各个渠道获得与保时捷新车和二手车相关的信息、定制保时捷、预约看车等。

保时捷也活跃在各个社交媒体。截至2022年6月,保时捷社交平台粉丝超2700万,在抖音(tiktok)点赞量是汽车品牌的前三名。

无论是在线上访问社交媒体、网站,利用手机软件,还是去往线下用户中心,保时捷提供各种用车买车玩车的服务。

换句话说,保时捷车主买到的不仅是一辆车,还是一个圈子、一种身份、一种生活方式

服务、体验渠道也不只是保时捷一家独有,为什么保时捷的品牌形象能高于奔驰迈巴赫、玛莎拉蒂等等其他豪车品牌?

保时捷不同在哪

保时捷最重要的价值在于对百年汽车工业的全程参与和独特贡献,以及由此积累沉淀的品牌价值和工程技术。

如今保时捷的绝大部分用户,可能都只存留50年跑车常青树911这个最独特的标签。

但在历史上,一级方程式蒙特卡洛拉力赛德通纳等国际赛事和赛道上保时捷都留下了传说背影。

比如自1970年以来,勒芒24小时耐力赛19个总冠军;勒芒大奖赛110个级别冠军;连续三次获得世界耐力锦标赛冠军制造商;2022年6月,勒芒24小时耐久赛GT组冠军……

从赛道到道路,拿下1979年勒芒24小时耐力赛冠军的保时捷935,对应到乘用车,是保时捷911 turbo。

赢得包括Targa Florio 和德通纳24小时耐力赛冠军的,是911 Carrera RSR(自然吸气发动机版)。

保时捷718一开始是为方程式赛车开发的车型,其中保时捷718 RS 60拥有多项赛事冠军。

除此之外,保时捷911 GT1、保时捷911 GT3等多款赛车,都能在如今的保时捷乘用车上看到它们的影子。

水平对置发动机、PDK双离合变速箱、可变几何涡轮增压…

保时捷的乘用车的发展和赛车运动一直保持着紧密联系,也正是保时捷多年来在赛事积累下的口碑令车迷称道的技术,才是保时捷品牌价值真正所在。

今天的用户可能不再对保时捷的历史头头是道,保时捷大部分独特的技术在电车时代也不再有用武之地,但保时捷本身的不可代替性已经无法撼动。

“豪车”和“走量”本是两个完全相悖的标签,而保时捷这里却能把他们统一。

保时捷到底有什么秘诀?

答案保时捷自己已经给出:“标志性的保时捷品牌是设计和工程传统、赛车传统、性能、现代和可持续奢华、声望、创新、技术成就和可靠性的代名词。”

没有比这更毫无保留的秘诀,但的确也没有比这更难复制的秘诀。

蔚来、理想、吉利、Beyonca等等后来者,几乎每一家心中都有一个“再造保时捷”的雄心。

现在可以肯定的是,智能电动化浪潮下,后来者在供应链、技术、设计上,与保时捷相比没有任何差距,甚至占有一定优势。

那么,中国的“保时捷”,还有多久才会出现?