The bass sounded and the spotlights flowed.
With the noise of the drum kit, the band on stage sang a loud song, and the audience sang along with it. The shaky phone screen and neon glow sticks are the best embodiment of resonance, and the adapted "My Future Is Not a Dream" has allowed many people to regain their former feelings.
Emotions follow the sound waves, radiating from the stage to the stage, from the singer's microphone to the hearts of every audience.
Maybe it's not like you think, this is not a music festival or concert scene, but a fan festival belonging to Weipai users.
On January 15th, a day ago, the popularity of Great Wall Motor's "0 Anxiety Intelligent Electric" new technology and Mocha DHT-PHEV pre-sale conference, with the theme of "Super Call, Really Understand You", the 2022 Weipai User Fan Festival was blue as the main color, and opened in the Great Wall Technology Center.
Weipai users from all over the country gathered together, and a user ceremony for "pet fans" officially began.
Unlike most of the old-fashioned and step-by-step press conferences, this fan festival does not have lengthy leadership speeches and no immutable and old-fashioned activity tone.
The whole event was imprinted with the distinctive imprint of Weipai users - vitality, openness, freedom and vitality.
The entire C position of the event is exclusive to Weipai users, from the actor protagonists, hosts, and even the band performances on the stage, they are all led, planned and participated in by Weipai users.
At the scene of the event, Wei brand owners from all over the country actively expressed themselves and spoke affectionately with the bits and pieces of the car.
When the spotlight shines on them, the confident them, like Wei Pai's car, are the unquestionable focus and the deserved protagonists on the stage.
▌ What the user needs, Wei brand can produce
If the emotional basis of friendship is trust, then the emotional basis between users and car manufacturers is the product.
Why did a die-hard Nokia fan become the Apple fan who abounds today? Why would enthusiasts who once had Sony PSP be conquered by glory of kings and chicken eaters?
There are many forms of commercial competition, but there is only one internal logic - understanding your product better is the only secret to building a new competitive order.
At the scene of the Wei Brand Fan Festival, whether it is the wonderful programs presented, the new car machine image of Xiao Wei 2.0, the intelligent car control watch, the Wei Dimension space station or the real To C user experience model, there is a key word - "understand you".
At present, the Chinese automotive circle has been repeatedly staging the story of white moonlight and cinnabar moles - there are not many cars that understand themselves, but more and more cars that they do not understand.
Although pure electric vehicles accelerate faster and have higher intelligence than traditional fuel vehicles, mileage anxiety and charging anxiety are everywhere.
HeV models run farther and have less anxiety than pure electric vehicles, but they can't survive in restricted cities without the right of way.
Although the traditional PHEV model is larger than the HEV right-of-way and can be green carded, it has limited battery life and higher fuel consumption.
Ever since I had a car, I was either anxious or on the road to anxiety.
In fact, riders don't want much, that is, to understand their own car - both to understand their own needs, but also to understand their own anxiety.
Therefore, a car that understands you is the beginning of the powder with Weipai Road.
Relying on the two core technologies of Great Wall Motors Intelligent DHT and Coffee Intelligence, Weipai has created a new category of "0 Anxiety Intelligent Electric". With a pure electric mileage of 204 kilometers and a comprehensive cruising range of 800+ kilometers, it has solved all the pain points of existing new energy vehicles.
Mocha DHT-PHEV is a car that understands you, it understands all your car scenes.
The new car is equipped with the world's largest ternary lithium-ion battery pack (PHEV range) of 39.67 kWh, which in turn has a pure electric endurance of up to 204 kilometers, which also makes it the longest pure electric range of PHEV models in the world.
What is the concept of 204 km of pure electric endurance?
It basically covers all the scenes of our daily commute, even in a super-first-tier city like Beijing, Shanghai and Guangzhou, the vast majority of people commute about 40 kilometers a day.
Well, for us, Weipai Mocha DHT-PHEV can basically be used as a pure electric vehicle, and a charge can cover 5 working days.
If there is a medium- and long-distance travel demand, Weipai Mocha DHT-PHEV does not have mileage anxiety, charging anxiety, even in the feed state of fuel consumption is far lower than the traditional fuel vehicle, performance and driving pleasure is much higher than the traditional fuel vehicle.
The data shows that the two-wheel drive version of mocha DHT-PHEV consumes 5.55L (6.3L of four-wheel drive) in the feed state, and the comprehensive fuel consumption is only 0.45L, which is not only far ahead of traditional fuel vehicles but also beats other PHEV models of the same level.
Because of "understanding you", a new category of "0 anxiety intelligent electric" has been created; because of "understanding you", Weipai has rewritten the competitive pattern of PHEV; because it wants to further understand you, Weipai has comprehensively transformed into a "user-oriented enterprise", and worked together with users to create an ideal "intelligent travel partner who understands you better".
▌ What the user desires, Wei Pai can cash in
When Weipai handed over the lighting, microphone and dominance of the Halo Party stage to Weipai users, the relationship between brands and users, products and owners, and car owners has a new definition and new interpretation.
Between Weipai and the owner, it is not only the relationship between service and being served, but also a deep interaction and two-way connection, and Weipai and users continue to resonate, resonate and co-create, bringing users more travel and new life experiences that are "more than cars".
Around 0 anxiety, Wei Brand is based on the product, and jumps out of the product, sublimating the 0 anxiety to the full chain and full dimension of the car user's car.
With users as the center, Weipai has launched services such as zero anxiety transparent orders, service OTA user service capabilities, and user co-creation ecology to build a real To C user experience model.
For example, 0 anxiety transparent order, this is our common anxiety when buying a car - whether this order has a routine, whether there is a disguised price increase, whether there is a long-term wait...
That is to say, once the vehicle enters the pending delivery mode, Weipai completely gives the user the right to know the product information. During the period, users can consult and complain about any problems through the Weipai APP.
The marketing model of traditional cars is ushering in a subversion, and the era of one-hammer trading without temperature and emotion has ended.
Through the platform of Weipai Fan Festival, Weipai's car friends are no longer just netizens in app or WeChat group, but also friends who can know each other and communicate with each other offline.
The trust between brands and users is getting higher and higher, the user stickiness in the "mutual powder" relationship is gradually deepening, and the brand and the user, the car friend and the car friend are wonderfully integrated.
This is an ecology, but also a circle layer, or a co-creation position.
As of January 10, the number of Wei APP user registrations has exceeded 1.4 million in one year, and nearly 900,000 new user registrations have been achieved in 2021 alone.
Users can learn everything about Weipai here, and Weipai can also understand the real needs of users through data, so as to share and co-create with more users.
In fact, many of the configurations and function optimizations on Weipai models are feedback and suggestions from Weipai car owners.
A circle of exclusive Wei brand riders can turn strangers into car friends, and can turn car friends into friends.
An exclusive Circle of Wei Cards can continuously expand the boundaries and ecologize the anti-, so that more people know Wei Pai, choose Wei Pai, and love Wei Pai.
If product competition is only the visible face of competition between car companies, then user operation is the invisible part of the competition between car companies.
Undoubtedly, Wei Pai has achieved both face and face.
To some extent, the Weipai Fan Festival is a carrier and a form of expression.
Through online and offline linkage and in-depth interaction with users, Weipai has established a closed loop of automobile life circle, and invisibly, Weipai has also jointly built a moat of the brand with users.
However, after careful consideration, I found that this is actually a luxurious upgrade of the Great Wall Motor category strategy. Weipai has grown with the user - to solve the 0 anxiety as the starting point, the C bit is handed over to the user.
And isn't this exactly Wei Pai's traffic password?