Text: Tan Qing said that AI author Zheng drove
Li wanted to "shell" the war of words of the regiment car, and on January 18, there was a new action, and Wen Wei, the CEO of the regiment, directly came to a wave of thirty-six plans that did not dare to write "Li wants to kiss me with pain, but I repay it with a song", which pushed the incident to another climax.
Let's sort out the beginning and end of the event.
On the morning of January 16, a self-media blogger published the article paragraph interviewed by Wen Wei, CEO of Tuanche, "An external team of more than 100 people", "more than 20 years of car manufacturing experience", "48 months of international car manufacturing cycle, we can do 18-24 months", "This team can do more than 20 million yuan of cars, but also can do cars below 50,000 yuan"...
Wen Wei's confidence in building his car can be described as a "golden sentence".
On the afternoon of January 16, Ideal Auto CEO Li Xiang forwarded this Weibo, saying that he couldn't help but "talk a lot", "there are people who can openly tell this view to the public without shame, which really refreshes the bottom line of entrepreneurs", and finally sublimated to "the essence of entrepreneurship is: rhythmic and patient long-term growth".
A war of words between the juniors and seniors of the new forces began, causing the melon-eating masses to smile.
After all, it is not a positive event, according to the development of the situation, usually the next step is either for both parties to calm down, or for the group to carry out a recoil to save their own image, in fact, Wen Wei also did so, Wen Wei shortly afterwards with "no one should think of themselves as a prophet" back and forth to Li Xiang.
It seems that the matter can end here, but on January 18, Wen Wei issued an invitation letter, "Inexplicably on the hot search, thank you Mr. Li Xiang", and sincerely invited Li Xiang to attend the first product launch that did not determine the time and place or even the product.
Traffic has been earned, and "complained with virtue", I don't know if Li wants to think more and more angry, but Tan Qing said that AI can't help but have a question, that is, the "negative marketing" of the group car that has not succeeded in the word of mouth collapse first, is it really cost-effective?
The group car is made by Li want to "reverse the goods"?
In fact, since the emergence of the electrification reform, whether it is a traditional car company or a new force, there are not a few people who have entered the game with big speech or big scenes.
At the Shanghai Auto Show in April last year, if it were not for the Tesla bombing, Hengchi was undoubtedly the C protagonist of the day. The largest booth, 9 new cars, from cars to coupes, SUVs, MPVs, crossovers are all round, although it has been questioned that all are model cars, but the pomp is indeed not small.
Not only is the scene big, but Evergrande has also set up a flag on the car manufacturing that "plans to achieve annual production and sales of more than 1 million vehicles by 2025 and more than 5 million vehicles in 2035".
If the new forces need to get a good lottery head that is born and exploded, then Old Money like Toyota has begun to let go of itself, which actually makes us see that in this era of car electrification, high-profile admission seems to have become the "propaganda correct" of car companies.
At the end of last year, Toyota head Akio Toyoda exposed 15 new cars in one breath at a press conference, all of which were charged without exception, more arrogant than Hengchi. However, the high-profile Toyota did not handsome for three seconds, and then it was pointed out that the new car was suspected of modeling products, and released a stone hammer screenshot, which was ridiculed by netizens, "Looking at Toyota's chassis active sinking technology, I can't help but feel that the gap between us and Japan is still very large, and Hengchi has to work hard." ”
In fact, whether it is Hengchi or Toyota, although they have entered the era of electrification in a high-profile manner, in any case, this high-profile has really been seen by the world, and it has caused extensive discussion on the Internet.
On the other hand, tuanche, Tianyancha APP shows that this is a group buying website for automobiles and auto supplies founded in 2012 with offline marketing and virtual distribution as its main business.
Although it was listed in the US stock market in 2018, compared with many new power players and technology giants who are currently entering the car manufacturing game, the market value of the group car network is less than 60 million US dollars before the press release.
We further observe the Baidu index, on January 5, after the official announcement of the car, its search index was almost no wave compared with the past, and then look at the search index of the group car after being shelled by Li Xiang, it is a straight line.
Through the sharp contrast between Hengchi and the group car, Tan Qing said that AI has realized a truth: the car circle is not afraid to say big words, and the most afraid of saying big words is not listened to.
In fact, from the January 5th tuanche network official announcement of the car weibo can also be seen, it seems that there is a deliberate "touch porcelain" head Wei Xiaoli suspected, although at that time did not attract the attention of Wei Xiaoli, Tan Qing said that AI believes that now a bit of an afterthought to see this matter, if Wen Wei's "big words" have the intention of being drunk, then Li Xiang in these two days can be described as dead bite the fish hook.
At this step, Li wanted this seemingly unintentional "reverse cargo", although the group car was playing well in marketing, and Li wanted to interpret the barefoot who was not afraid to wear shoes, but another question was also born, that is, did the group car make money in the end?
Car companies are crazy to "negative out of the circle", is it worth it?
Although the incident of the group car is a war of words between the heads of the two car companies, there is no need for anyone to apologize to whom, but then again, the group car network just announced that the car was not long ago, let people have the impression of "no reverence for the car", which is not a positive event after all.
The group car not only did not close in time in the follow-up reply, but used the "yin and yang strange gas" to further ferment the incident, which seems to lay hidden dangers for future development.
After all, in the car circle, such as last year's "Nezha asked Wu Moufan to endorse" incident, Mercedes-Benz asked Yang Kasa to endorse, Rolls-Royce asked Internet celebrities to endorse, all gave these car companies a short circle of style, but they all apologized for things, and there are few players who are so brave as the group car.
In this regard, Tan Qing said that Li Xianghuang in the AI reader group said, "There are actually many negative marketing (cases), and many of them can bring good results. ”
As he said, for example, in the Internet field, our familiar Weibo collapsed, Douban collapsed, Zhihu just got off the plane, and the Little Red Book Girl per Capita Porsche...
However, it is not difficult to find that these so-called negative marketing often have more benefits than losses for specific enterprises, and more orientation is to trigger ridicule from netizens. For example, Weibo collapsed, which reflects the very high activity of Weibo; Zhihu just got off the plane, although it became a terrier, but also attached a high-quality crowd tag to its community user attributes.
Let's look at another familiar case - "the source of all evil" coconut brand coconut juice, because "from small drinking to large" is suspected of spreading vulgar information, which has aroused extensive discussion among netizens.
But in fact, on this negative news, Coconut Tree Group also used a wave of negative marketing to reverse the goods, first said that this advertising phrase "approved by the China Advertising Association, the industry and commerce department also recognized", and then Amway's own products, easily renew brand traffic.
However, in contrast, the negative marketing of tuanche actually has two losses that are greater than the risk of gains.
On the one hand, whether it is the Internet field or the Coconut Tree Group, the negative detonation of the initiative does not interfere with the core of the product, and the war of words of the group car involves the car-making ability of the future core. Wen Wei's many "anti-mainstream" views expressed on car manufacturing will inevitably bury hidden dangers that make public opinion question his future products.
On the other hand, whether it is An Internet product or a FMCG product, there is an essential difference between it and a car. The low price of FMCG products is high-frequency, which means that consumers' purchase decisions are not complicated, and it is not surprising that consumers have more power over brand power than product power when making decisions.
Automobile as a typical high-priced and low-frequency products, consumers' purchase decisions often have a lot of measurement factors, product strength is the foundation of car companies, the group car negative marketing to take the car product view to open the knife, objectively there is a certain risk.
As strong as another brave Mercedes-Benz in the marketing of the car industry, such as the domestic glb was criticized by car friends for the 1.33T engine small horse-drawn car, Mercedes-Benz directly asked the special actor to touch the lower height player of the NBA Iverson (1.83 meters), and used "height is not the only criterion for basketball" to imply that the pony can also pull the big car, which was intimidated by netizens.
It is not difficult to find that at the expense of hurting the strength of the product for negative marketing, in the car company is almost unprecedented, although the group car official announced that the car needs traffic out of the circle, but whether this account can be calculated, it is still worth marking a question mark today.
Is it ideal to build a car with a group car?
After being shelled by Li Xiang, it is not difficult to see from Wen Wei's reply that "no fear is not blind, and car building is not a drama", after experiencing a round of war of words, Wen Wei still firmly believes in his car-making concept and attitude.
This can't help but make people ask, after the mysterious team of more than a hundred people, where is the difficulty in building cars?
Is there enough money?
In 2013, He Xiaopeng sold UC UVIS to Ali for $4.35 billion, and then entered the game of car manufacturing, and said in 17 years, "Now I jumped into it (to build a car) to know that 20 billion is not enough to spend."
Xiaomi also said that "10 billion US dollars invested in 10 years, the first phase of investment of 10 billion yuan", Weilai founder Li Bin once said that 20 billion yuan is the minimum threshold for car manufacturing, and later said that if the capital reserve is not 40 billion yuan, the possibility of failure of new energy vehicles will be much higher.
Money is the first keyword of car manufacturing, which is well understood by both Wei Xiaoli and xiaomi technology giants. Let's take a look at the financial strength of the group car.
Relevant reports show that as of September 30, 2021, the total cash and cash equivalents and restricted deposits of the group car were 134 million yuan, compared with the tens of billions of investment when the predecessors of the new forces entered the game, the current deposit of the group car was only a fraction.
Tan Qing said that AI believes that although the mainland automobile industry chain is very developed today, further reducing the entry threshold for car manufacturing, but compared with the predecessors' investment of tens of billions, there is more than a hundred million group car network on the account to build a car, just to Wen Wei said that the salary of the hundred people team is a huge expenditure, if you really want to build a car, solving the problem of funds is undoubtedly the first step.
How to play?
In 2021, Wei Xiaoli has gradually become the head of new domestic forces, at the same time, the new players who continue to emerge in the track are making this track more and more crowded, but in fact, crowding is only one aspect, and a large number of players bringing their own hard power into the game makes this track look more dangerous.
For example, the start-up team of new power players such as Wei Xiaoli is a star lineup, and it is not surprising that there is a huge amount of money at the beginning. On the other side, Baidu, Xiaomi, Apple, and even Sony, which just entered the game this year, also entered the game with huge funds and technological strength.
If there is neither capital nor the technical strength visible to the naked eye, then in today's car building, the group car undoubtedly needs to find its own differentiated advantages. Wen Wei said that "the first car will be priced at 100,000-200,000 yuan", which seems to mean that the group car is eyeing the sinking market.
The sinking market has always been a dividend that is difficult to ignore, just like Taobao Jingdong battled out of a Pinduoduo. In the automotive world, history is always strikingly similar.
Many years ago, great wall, geely, BYD and other independent brands can kill a dawn in the former joint ventures and imported car companies, so that cars can truly be popularized in the mainland, relying on the use of cost performance to lay a vast sinking market. In 2021, Nezha Automobile, as a well-deserved dark horse, rushed into the first echelon of new forces in terms of delivery volume, and the same is true.
Let's look at the main business of Tuanche.com, offline marketing and virtual distribution, whether it is its own brand auto show, exhibition platform Tuanche Festival, or Tuanche Meeting, special sale meeting, etc., Tuanche has actually been deeply cultivated outside the fifth ring road for many years.
Tan Qing said that AI believes that although the "omnipotent" team of 100 people sounds a bit unreliable, but thanks to the current degree of development of the mainland automobile industry chain, if the group car can overcome the problem of funds, the channel experience accumulated by its deep ploughing in the sinking market for many years will be a very differentiated advantage in its layout and car manufacturing.
Can i build a car? This is a rather complicated science, in contrast to the "opening red" after the official announcement of the group car network, will this be a bright red scar that can never be erased on its future car-making road, or a crucial breakthrough out of the circle? It will take time to test.