Author | Huang Can
One of the great virtues of a great person is that he perseveres in the face of disadvantages and hardships.
—Beethoven
In November, the data of new forces to build cars believe that everyone knows, in the case of passenger car sales fell by 16%, the new car-making forces represented by Weilai, Xiaopeng and Ideal rose against the trend, and sales exceeded 10,000. This does not include Tesla, which has been at the forefront of sales of passenger cars.
You know, the price of new forces to build cars is generally around 300,000, and the new energy vehicles produced by domestic traditional car companies can only grab about 100,000 markets, and the so-called high-end production of these traditional car companies basically has no market for products, which is unreasonable, not only many people can't understand, even Toyota Akio can't understand.
According to common sense, cars actually have a great relationship with safety, so the iteration of technology updates may be slower, and in the face of technology, we prefer to be safe.
At first glance, it sounds like this is the case, but think about it, who secretly implanted these concepts into your brain? Yes, it's the traditional fuel car manufacturers that, on a little thought, should know: Aren't advances in technology making cars safer? Why is it said that security must be associated with technological backwardness? It should be that the technology is backward is more insecure, right?
With the above questions, we will come to pick a pickpocket, how the "common sense" of traditional automobile manufacturers comes from, if there is offense, please also ask the reader Haihan.
Bill Gates said a long time ago, saying, "If GM keeps up with technological developments like the computer industry, we'll all be driving $25 cars that drive 1,000 miles per gallon of gasoline." ”
This means that the development of the car was very slow, and although the CEO of GM at the time gave a blowback, it now seems ridiculous and childish, and the auto manufacturing industry wrapped itself up through an information cocoon and tried to convince everyone that this was true - safety equals technological backwardness, and I was right behind.
Why does the automobile manufacturing industry have such a mindset?
Humans have 3 core needs, one is survival, the second is reproduction, and the third is social.
Survival = survival, reproduction = long-term survival, socialization = better survival. This is the weapon that human beings dominate the earth. Travel meets people's social needs, so the car, a means of transportation, from the design is to meet people's core needs.
The core demand, the elasticity is not high, is a proper seller's market, some people think that rice is not delicious, would rather starve to death than eat?
Of course not, if not, why consider the user's feelings?
The evolutionary history of the car has never been driven by the needs of users, but by the pressure of competition, after all, there is more than one car produced, everyone has to eat, as for what is customer demand, is it important? The truth is: it doesn't matter.
Unless competitors think so.
Ford once came out with such a car, the fuel tank and the chassis are too close, which will cause the fuel tank to explode and catch fire after the collision, but when Ford found out about it, the car had sold many cars, and it was very simple to solve, just need to add a small iron plate to the fuel tank to isolate and protect the fuel tank, the cost was only 11 US dollars.
But Ford's riot operation is not to deal with it, preferring to wait until the owner has an accident to find them a claim. The reason for this is that Ford has calculated that according to the probability, only 180 people will be in a car accident, and if all the cars are installed with this small iron sheet, it will cost $137 million, but if it is not processed, the claims of 180 people will only cost $50 million, so Ford does not hesitate to choose to save $80 million.
At that time, no car company thought that Ford's approach was very strange, too normal, and you had the ability not to buy it.
Only forced by the pressure of competition and the pressure of the government can make the car companies pinch their noses to consider the user's life safety needs, which is not their subjective will, closer to say, the Passat helmet incident has not long passed, I believe everyone remembers.
Customers, is the traditional car companies do not have to worry about the factors to consider, on top of this awareness, traditional car companies only produce the cars I want, never produce the cars that customers want, this awareness has been deeply entrenched in the culture of traditional car companies, all the processes, all the actions are to sell the car, not customer demand.
Take the 4S store, is it convenient for customers or convenient for car companies?
To know that 4S stores are generally built to remote places, traffic is not convenient, and, after-sales marketing taste is very strong, new car maintenance 8000 kilometers on the oil road cleaning list. If it is not state intervention, the overlord clause that does not change the oil in the after-sales 4S shop designated by the manufacturer still exists, which is a fact, as for your side is not convenient to go to the 4S store? Which way to go? Is maintenance expensive? Does it matter?
Car owners have always been vulnerable groups, and under the publicity of the public opinion machine of car companies for nearly a hundred years, vulnerable groups have become accustomed to such a way, under the influence of self-perception disorder, there are also strangers who bring their own dry food to protect the interests of these car companies.
To put it in the past, I am afraid that there is no good way, the problem is that the Internet thinking intervenes in automobile manufacturing, and this situation begins to be subtle.
When the information explosion is now, when the information age is so deep, when the product supply is oversupplied, the thinking of automobile production is also changing, as a sentence in "Let the Bullets Fly" said: If you are not decent, it is natural that someone will help you decently.
Of course, traditional car companies have not yet understood the reasons for this, and they do not know why consumers have voted with their feet to choose new power car companies.
If they understood, in fact, there was still room for Wei Xiaoli's new forces.
What is the core of internet thinking?
Internet thinking is as invisible as water, but it has been in a high-speed evolution until a unified mode of thinking emerges, which is called "common sense" by later generations, and then overturned by another wave of thinking.
The Internet thinking of 30 years ago was efficient communication, and the Internet was invented to better meet human desires for social interaction. People through the Internet, can greatly shorten the distance between time and space, and the amount of information is much larger than the telephone.
20 years ago, the Internet thinking is to share, at that time, there are many gods on all kinds of BBS, people surfing the Internet have a heroic style, to share knowledge and help others as their responsibility, the amount of information began to explode, at this time, gradually some people recognized the huge commercial value of the Internet: If I can monopolize information, everyone can only publish information here, just like the toll station of the highway, won't you get rich?
10 years ago, the Internet thinking is a platform and monopoly, everyone wants to open a high-speed toll station, only other toll stations are all collapsed or merged, in order to safely collect high-speed tolls, just such a logic, for a time, the Internet is bloody, subsidy monopoly bragging, what tricks are to the inside.
What now? Didi's tragic situation makes people understand that platforms and monopolies are not Internet thinking, or this kind of thinking is no longer in line with the current Internet, because it is not in the interests of most people. However, quietly, two Internet companies with a different mode of thinking have gradually moved to the top of the world, one is Tesla, and the other is Amazon.
Their thinking is very simple: the user is the origin of all actions, what the user needs, we do, this mode of thinking is: user thinking.
User thinking is very simple to say, but it is very difficult to do, because it means focusing on the real needs of the customer and preferring to give up the benefits that are at hand.
Tesla insists on user thinking, adheres to the global unified price when entering the Chinese market, and does not increase prices; Amazon insists on user thinking, and introduces Toyota's press lamp culture and five-question method into the after-sales system, preferring to face huge economic losses.
The vehicle sales model of the new force car is very different from the traditional car companies, I don't know if you auto aftermarket practitioners have found that the new force car companies from the customer contact with the transaction, is the three points of the ladder: first of all, the display center, followed by the delivery center, and finally the maintenance center, this alone, there are many traditional car companies can not understand, build a 4S shop are solved, what to do with such trouble?
But they may not have thought at all: where is the target customer? How do I reach them? What did he think of me when he came into contact with them? What can I do to better meet his needs? What was he worried about?
These problems are not considered by traditional car companies at all, because of the difference in thinking modes.
The reason for doing the exhibition center is that the target car owner will take his children to visit Wanda or Aeon on the weekend, so it is necessary to be as close as possible to the customer and display in the place where the customer is most likely to appear.
Because customers have social needs, then my delivery center is actually a place for car friends to socialize, with rich content and activities;
Because the customer who buys the car is not willing to run after-sales, then I can pick up the car at home;
Because the owner has high requirements for the timeliness of maintenance, my each repair has timeliness;
.......
Maybe readers who see here will say, what is so difficult about this, this gourd painting scoop will not?
Sorry, I really can't do it, Mercedes-Benz only let the wind, was scolded by the original dealer system and vested interests attached to this system a dog bloody head, not to mention the brand power is worse than its car brand?
Cut off your hands and feet, what if you don't grow up?
Today, the cars manufactured by traditional car companies can be smoothly connected to Bluetooth, and the car machine is only an accessory to the car, which clearly shows that the traditional car companies are trying to reject evolution.
But the new force car companies, the big screen is already standard, which feels familiar, this car is a large smartphone. The car is an extension of the mobile phone, when the owner's mind will unify the car and the mobile phone, who will choose the old-fashioned fuel car?
If it were you, would you rather use an old man's machine all the time?
So, at this point, do you readers understand the idea of car owners who are willing to spend hundreds of thousands of dollars on new power passenger cars, and do they still feel strange?
In fact, not at all, they really experienced the feeling of customer first from new energy car companies, rather than traditional car companies just blowing on their lips and spirit PUA, so they chose to vote with their feet.
And what should automotive aftermarket practitioners who witness all this learn?
How to drive the performance growth of stores through users, rather than cutting leek-like projects and gathering activities?
Because customer needs are subjective and complex, it is difficult to quantify them as if customer satisfaction were immeasurable. This still means that the previous set of factory assembly line process management is no longer applicable to the user-driven mindset.
At least in the field of CRM, practitioners need to start over and change the management science they have learned before from results to behavior; the management model oriented by external drive to the management mode of internal drive; and the driving strategy based on reward and punishment to the driving strategy based on mechanism and incentive.
Just hearing these terms seems to be difficult, requiring future automotive practitioners to make hard efforts.
But in fact, it is like a layer of window paper, a poke will be broken, compared to the future of the uncertain automotive aftermarket, it is more difficult than the money invested in the repair shop to float, is it difficult to try?
Welcome to pay attention to the "Rent-to-Buy Research Institute" WeChat video number: