2021 is over, and the new energy vehicles known as the "sons of the version" in 2021 have also reached the time of year-end summary.
Guess which car company sold the most this year?
The small and cute Mini EV brought SAIC-GM-Wuling to the top of the list with a market share of 19.4%, and the second place was Tesla, with a 12.5% share.
After Tesla, BYD won 10.7% of the market share, which is a well-deserved domestic big brother status.
As for the new car-making forces we are familiar with, Weilai ranked 6th with 4.3% and Xiaopeng ranked 8th with 3.8%.
There may be small partners will say, look at this market share, the new forces of car manufacturers should earn hemp this year.
In fact, the new forces of car companies sell every year, but lose money every year, and there are still many losses, only one can really make money by selling cars, that is, Tesla.
In 2020, WEILAI had a net loss of 5.304 billion yuan and a net loss of 2.732 billion yuan.
Tesla, on the other hand, had a net profit attributable to common shareholders of $721 million for the full year of 2020, but they also began to achieve positive net profits in 2019.
The new forces have lost money in making cars, and the cars have not sold much, nor are they like the traditional car companies that have a lot of money to use for publicity.
What to do with those car companies that rely on big factories or capital?
The new forces can only come up with their own housekeeping skills and use Internet thinking to do marketing.
That is, to engage in Internet community culture, so that car owners can do publicity for their own car companies from the heart.
In this way, not only did the cars sell more, but the stock also rose, and everyone was happy.
Then when it comes to the publicity and marketing of new forces to build cars, it is Tesla and Weilai, as well as the soul of two companies, "Iron Man - Musk" and "Smell - Bin Brother".
Let's start with Tesla.
Tesla is actually the first new energy vehicle company to engage in community culture, but this is not officially initiated by Tesla.
Tesla in 2011 was nearly bankrupt and had little money for marketing, so the initial marketing propaganda was initiated by the owners themselves.
A man named Sosten · Doey's owners set up a forum for Tesla, the Tesla Fahrer und Freunde forum (TFF).
The content of this forum is quite harmonious and the atmosphere is great. Whoever breaks down halfway, the first thing that comes to mind is not to call a trailer, but to shout in the community, and nearby Tesla riders will come to help.
They also often organize their own vehicle performance testing activities and hold offline forums on environmental protection. Among them, rich and powerful Tesla fans have also joined forces with European charging service provider Fastnet to prepare to establish the largest Tesla fast charging station in Europe.
Canadian entrepreneur Grewal also developed a social app specifically for Tesla, TeslaDating, as long as you are a Tesla owner, you can download the app and communicate online.
These forums and apps can be said to be the "originators" of the new forces car-making community.
And most of these early fans are not Musk's personality admirers, and their activities together revolve more around the word "environmental protection" related to electric vehicles.
However, with the heat of the global new energy market and the endless stream of pure electric vehicles rushing out, the fan effect brought by the word "environmental protection" is not so significant.
The original community forums that exchanged technology and discussed the future of green energy conservation of electric vehicles gradually evolved into fan marketing, and the fan circle community around the list was sold.
For only 699 yuan you can buy a Model Y "walker" for your child, if you have a lot of money, you can also spend 5999 yuan to buy your child's first Model S stroller.
In addition to strollers, there are some more suitable for adult leeks around.
For example, on the last day of the New Year's Day holiday, a new batch of Cybertruck pickup whistles were added to the Tesla official mall, priced at 350 yuan.
Before the old horse also swore a tweet, mocking Apple's 145 yuan price of screen wipes. This wave of old horses selling whistles is really fragrant.
Don't look at the Cybertruck pickup truck pigeon year after year, but this car has become a sharp leek scythe, cutting in the "fan base" of hundreds of millions of people across the old horse network.
In addition to whistles, Tesla's official website also has tequila glass empty wine bottles, the domestic price of 779 yuan, limited to 1500 pieces, the second-hand market has now been speculated to tens of thousands of pieces.
There is also a wireless charging treasure priced at 489 yuan and a rated capacity of 10000mAh, as for Tesla's limited underwear, there is not much to say.
Although the car was not built, the old horse's intention is "understood".
In addition to Tesla, the number of people who play community culture to the extreme in China is Weilai.
Weilai's surroundings can be much richer than Tesla' s, scooters, woks, mugs, umbrellas, cookies, what to have. Many of them are designer co-branded models.
And Weilai officials also encourage everyone to buy peripherals, and the official also held a Golden Centipede Award, which is selected once a year. As the name suggests, whoever buys the most around Weilai will be able to get this honor.
The prize is "Weilai custom thermos cup one".
In 2019, the top three consumption amounts of the Golden Centipede Award were 156,400 yuan, 107,000 yuan and 106,000 yuan, respectively. The top three spending amounts in 2020 were 185,000 yuan, 177,400 yuan and 170,600 yuan, respectively.
The owners also jokingly called themselves, entering is a golden centipede, and out is an earthworm.
Seeing this, you may say that selling a few peripherals can make a few dollars, and relying on this profit can support a car company?
To be honest, buying a few peripherals does not make money, but the person who sells this thing is not to make money, but to pull fans.
It's like you give your "brother" a list, buy your brother's peripherals, and the money is not much in your brother's hands, and even your brother doesn't care about the little money you buy around.
But you can create momentum for your brother by hitting the list, you can do publicity for your brother when you buy peripherals, and there are more people who know your brother by word of mouth.
It also brings the brothers what they want most - traffic, and it is also a truth for car companies to play the fan circle.
A 38-year-old manager of a sofa manufacturing and export company in the Weilai community, his WeChat avatar is a photo of himself wearing a cultural shirt printed with the Weilai logo, he claims to be a salesman of Weilai walking, and has helped sell 15 cars.
In 2019, when Weilai was in financial difficulties, many car owners spontaneously advertised for Weilai, and even engaged in a "billboard series" to solitaire in the community.
There is also a picture that is very popular on the Internet a few days ago, and the owner of Weilai even made up a song praising Weilai and Li Bin.
It's really "catchy and pleasant".
No matter how hard the car companies work hard to publicize, it must be that the effect of amway is not as good as the owner himself.
The Internet cultivation system is that set, this group of Internet car companies can really be accurate.
However, the fan economy is not good, and it is easy to bring reverse publicity effects.
For example, Tesla was previously deeply involved in the public opinion controversy brought about by the rights protection of the auto show, and several car owners made videos to stand for Tesla's safety, and even Zhu Xiaotong, president of Tesla Greater China, forwarded praise.
Tesla officials also sent a thank you Weibo, netizens replaced the "Tesla" in this Weibo with "brother", without any sense of violation.
As for the "milk tea PR" and "Tesla driver's license" PR behind Tesla, it also makes a laugh.
Of course, Weilai is also often embarrassed by fans.
In late July this year, some Weilai car owners complained in the community that the seat design was flawed, which immediately attracted an attack from another group of Weilai car owners.
Say "It's all Wei lai spoiled you" "You are brought to the rhythm by friends" or something.
In a word, the brother is not wrong, the black powder deliberately black brother.
So the two groups of car owners sprayed each other in the group, saying that the group of fans who turned a blind eye to the vehicle problem was "Wei Zhongxian".
Seeing that the farce could not end, Weilai officially provided a paid upgrade plan to resolve this dispute.
There are also fans who ignored the aviation management regulations before, chartered a plane to drive a party in the sky, and the Weilai official was also anxious enough.
So in the end, engaging in fan culture is not impossible, can promote the product well, car owners can also easily communicate with the official, timely solution to the problem, no better.
But the premise of playing fan culture is that the car itself is technically strong and can be taken.
And car companies must be correctly guided and rationally publicized. It's like Love Bean, where most of the fans' behavior is determined by whether Aidou can set some right examples.
And for those of us who buy a car and sit in a car, don't blindly consume because of the cult of personality of some people or brands.
You have to drive to work every day, and occasionally you have to drive your car to take the family out to play. Understanding your own needs and buying a car that you can drive with confidence and steadfastness is the most important thing.
All in all, in the matter of buying a car, everyone should put aside those personality cults.
Author: LYX Editor: Xiao Xinxin & Noodle Beauty Editor: Huan Yan
Images, sources:
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