Wuling's ground-to-ground flight

1

What the masses of the people need

In the early days of New China, we were a poor and weak agricultural country, and the country needed to tighten its belt and systematically develop industry. Because the industry is not developed, it is impossible to build atomic bomb nuclear submarines, and there is no place to stand. China's industrial development in those decades solved the problem of survival. This is known as the farmer subsidy city model.

Therefore, to truly solve the problem of urban and rural duality, we must face up to the needs of the majority of workers. Most people actually overlook the enormous economic potential of the vast number of workers outside the city. However, this part of the economic potential is very difficult to tap, resulting in most companies are reluctant to open up this market. Leaders have said that there are 600 million people in China with a monthly income of less than 1,000 yuan, and a team of professor Li Shi of Beijing Normal University found another set of data that the current monthly income of 900 million people in China is less than 2,000 yuan, so when it comes to the "broad masses of the people", many people here do not have a particularly deep feeling.

Nowadays, the problems brought about by the urban-rural dual system are not only economic problems that are not only developed without coordination, but even developed into a cultural problem, and many times everyone cannot understand each other. The scary thing is that most people don't even notice the problem.

Because the consumption power of the vast majority of the people is not as good as that of the core big cities, and the sales profit is too low, many of our companies and brands look down on mass consumption. I know some friends of advertising agencies, who explain that many brands started by relying on mass brands, but under the name of so-called "product upgrade", they highlighted their "high-end" image, and tried their best to get rid of the public and go more and more to their own opposite.

There is nothing wrong with enterprises doing this, but there are indeed a small number of enterprises that do not think so, and their first principle is to "meet the needs of the grassroots", stand with most people, grow through this part of the demand, and take this as the foundation of their lives.

Products suitable for most people are not easy to tidy, let's take the bulk consumer goods car as an example. In the vast market outside the big cities, the automobile is a solid production tool. Dela's next whole construction team and building materials, pulling hundreds of pounds of grain, can get down the dirt road, to the market to open the trunk can be set up stalls, the price is cheap, the fuel consumption is low, and the skin is durable.

Long shafts and wide bodies also have to be multi-functional cross-border, and they have to be cheap and fuel-efficient. Is there really such a car? Yes! It is Wuling Hongguang, who is called "national god car" by netizens.

To say that Goryo Hiromitsu came down from Mt. Akina is really no joke. Because this kind of compact, low-displacement "mini-car" was indeed carried forward in post-war Japan. Honda and Suzuki basically started with this kind of "light automatic car", which is called K-car in Japanese. In the 1970s, the huge sales volume of more than 700,000 units became the foundation of the Japanese automobile industry.

To this day, there are still huge numbers of K-cars on the streets of Japan, and cheap, large space, and ability to pull people have become the main competitiveness. Alto, which dominated the streets of China in the 90s, is actually such a car. However, when our country first engaged in joint venture cars, each family went to the car with a brain, thinking that the premium rate of the car was high and the technical content was high. Only a few state-owned enterprises that originally had engine technology engaged in micro-vehicles to "subsidize the bank".

For example, Changhe, which is engaged in helicopters, Hafei and Xifei, which is engaged in airplanes, and Liuzhou Wuling, which is engaged in tractors. The others survived the difficult period and went back to their own business. Only Wuling, who is a farmer, knows that this kind of model with strong tool attributes is bound to make great achievements, and insists on deeply cultivating the micro car market when other companies look down on micro cars.

In the early days, the development of Wuling was not smooth, but it has been engaged in "micro-iteration", trying "subversion of the lower layer", identifying the needs of most people who really need it, removing all the bells and whistles, and putting all the priority resources into the improvement of product strength, and the speed of technological development is surprisingly fast. In 2002, the "Light of Wuling" rolled off the production line, and this extremely cost-effective divine car was quickly sold all over China!

Wuling has more than 2,800 sales and service outlets, covering 79% of the country's counties and 98% of prefecture-level cities! In Zhejiang and Shandong, the market share of Wuling is as high as 60%, and in some places, even the whole village and the whole township collectively buy Wuling, and other car brands are simply difficult to enter. At a time when other depots are scrambling to figure out how to make advertising more high-end, most of Wuling's sales are brought about by the word of mouth of the common people.

This is in response to what Charlie Munger said earlier, he is extremely opposed to the "barrel theory", he believes that the final winners are not worried about the "shortest board", but will go crazy to maximize the longest class, and the rest are ignored. He called this logic the "maximization model." This model is obviously in line with the development route of Wuling, and the advantage of Wuling is not "sports car shape", not "luxury internal control", nor "peach wood decoration", but "with the smallest investment in exchange for the fastest income, so as to cope with the family's no small expenses", which is the first principle of Wuling.

So wuling did not expect you to think it fashionable or tall, which day when you really need it, you can feel that "the real product design is to meet the needs of the target users", such as some models of Wuling, when the design of the back row is not entirely for people to sit, is to put a case of beer, the manufacturer in order to put more than one case of beer repeatedly measured many times, you may feel uncomfortable sitting on it, but the masses feel comfortable is not so important, a productivity tool, Being able to put one more case of beer is key.

In this context, if you don't need such a car, it is difficult for you to understand why someone will buy it, but if you urgently need a reliable, solid and cost-effective car, then Wuling is the light of the right way, blinding your titanium cat's eye.

I mentioned earlier that one of my relatives in my hometown went to Beijing to deliver couriers, save money, buy cars, move houses, and then call the small partners in my hometown, and now it has become a small and large-scale labor service company, and now not only he mixes well, but also the few who come from his hometown are also mixed well, far exceeding their own imagination limits. If there is no Wuling, a car with extremely high cost performance and resistance, everything is still in his imagination.

In this spirit, in line with the needs of users, the models launched by Wuling are almost all explosive models.

2

What the people need, Wuling will build.

In 2021, Wuling's cumulative output will exceed 25 million units, becoming a Chinese automobile brand with the most users and the most national appeal. Fu Yuwu, honorary chairman of the Society of Automotive Engineers of China, once commented: "The great era has created Wuling, and 25 million users have achieved Wuling!" ”

What many people don't know is that Wuling's predecessor was Liuzhou Power Machinery Factory, which was born in 1958, which initially produced marine engines, tractors, sewing machines, and looms, and manufactured means of production for the country. In the 1980s, Wuling seized the opportunity of reform and opening up and successfully transformed the production of micro-vehicles. It is precisely because of the historical period of arduous struggle in this country that the concept of creating "what the people need" is deeply imprinted in the bones of Wuling. It is not difficult to understand why it calls itself the "People's Five Diamonds" and has been deeply involved in the mass market for decades.

In the Spring Festival of 2020, Wuling decided to not care about the cost, do not ask for returns to produce masks, and only send them rather than sell them. Because of this incident, Wuling became the only Chinese brand car company to win the honor of "National Advanced Collective in Fighting the New Crown Pneumonia Epidemic". Looking back now, I understand how bold an auto company needs to make such a decision, and how difficult it was to do it at that time. Because of this news, many people reacquainted themselves with Wuling. The phrase "what the people need, Wuling will build" has also been countless fans of Wuling Circle.

In addition, Wuling also joined hands with the industrial chain and the China Red Cross Foundation to launch the "Fraternity Action" for rural medical and health assistance, donated the "Mother and Baby Love Car" to poor mountainous areas such as Sanjiang, and carried out the donation and funding of education, etc., which can be seen in the responsibility and feelings of this enterprise.

In line with this extremely pragmatic concept, when other brands feel that the urban transportation market has long been a red sea, Wuling is keenly aware of the potential huge demand, and with its young and diversified products, it has seized the main force of a new generation of consumers: young people who have just entered the city.

Hongguang MINIEV sells very well among young people, 90% of the owners are post-90s, and female owners account for more than 60%. This is something I didn't expect.

Later, I asked everyone in the headlines and found that the main three points were as follows:

1, to solve a lot of people 0 to 1 problem;

2, the same kind of price is the most cost-effective;

3, look at the time will find that it is still very good-looking.

Careful study of this car we are not difficult to find that if you are a young man who has just entered the society, this small and exquisite new energy vehicle is approachable at an approachable price, similar to the design of the Japanese K-car's "cut edge geometry", the shape is fashionable and pleasing, and there are a variety of colors to choose from, and the super modification potential... Almost everything hits the pain points of the young group, completely subverting the concept of the young group for the consumption goal of "buying a car".

Last month, Hongguang MINIEV's monthly sales exceeded 55,000 units, stabilizing Tesla's sales and becoming a global phenomenon- explosion. The impact is so great that Tesla also has the idea of launching a small electric car, there are not many companies that can make Musk think, and Wuling is among them.

In addition, the chip shortage crisis after the epidemic has become the norm plaguing the automotive industry, and Wuling carried forward the spirit of "China's intelligent manufacturing" as early as 2018 and began to develop its own in-vehicle chips. Last year, Wuling's chip was officially released, and the localization rate of self-developed chips in the future will exceed 90%.

The self-developed chip ensures the production capacity that Wuling regards as a lifeline, avoiding the possibility of being necked by foreign cards. With technical reserves, the brand has no worries about going to sea.

In 2017, Wuling established a subsidiary in Indonesia, deep ploughing overseas for 4 years, built a complete system of pre-supply chain, medium-term production and manufacturing, post-sales services, etc., other countries do not have to make car prices high because of imports, but also make the entire sales system more complete, the current Wuling has become the most popular car brand in the Indonesian market.

Wuling also became the first automobile company in China to lead the complete industrial chain to go global, and began to export intellectual property rights overseas, from paying money to receiving money. This is also the only one among Chinese car companies.

Last year, it was a bumper harvest year for Wuling to blossom and bear fruit overseas! Nearly 150,000 vehicles were sold for various models. Even if the price of some models is almost double that of China, consumers in Indonesia, Brazil and other countries still have great enthusiasm for buying! Sales can be compared to The Japanese cars that are known for their volume.

From a low-key and pragmatic domestic car company, to the new momentum of joining hands with Zhou Xun to march internationally, Wuling is subverting the imagination of the people again and again, and constantly moving in the direction of rejuvenation, diversification and globalization.

3

End

When I first went to Tibetan areas a few years ago, I kept thinking about a question, in that extreme environment, what kind of cars do people usually drive?

If they all drive land cruisers, it is obviously unrealistic, after all, too many people do not have that economic strength, if they drive others, will they not be able to run smoothly in the harsh environment of Tibetan areas?

I went to take a look and said that "everywhere is five diamonds" is a bit exaggerated, but I was surprised to find that there are indeed too many. You can often see a Wuling Hongguang, full of Tibetan families, and the carriage is also stuffed with all kinds of objects, speeding up the frightening winding road, one moment over a raptor, the next more than a land patrol. I've also seen a Wuling drag a Mercedes-Benz Big G to the city for repairs.

If you say that in China, which company's philosophy is closest to the "first principle", the answer should be many, but Wuling can certainly be counted as one, it has found a "traffic password", with the needs of the vast majority of people as the core, has been producing products that everyone needs, rather than forced products. Almost no advertising, all the resources are concentrated in the product force, and the extremely high quality is achieved at a very low cost.

After a long time, everyone will slowly get used to it, this car is really on the Qinghai-Tibet Plateau, down to the Sichuan Basin, can take you through the prosperity of the world, but also can take you through the no man's land.

After thinking about it for a long time, what word can describe the current state of Wuling, and finally found that it is "flying on the ground", and some people look at it without feeling, because it is not to solve your problem, but to solve the problem of most people in China. The problem of the vast majority of people is that in the case of limited funds, to travel, to pull goods, before this part of the market is almost blank, no one is willing to fill, they may not be able to get it done, Wuling did it.

At the end of the article, remembering a sentence before, I forgot who said it, and it is appropriate to change it slightly to today's article.

What is "consumption upgrade"?

Consumption upgrading is not to let the middle class in the north, Shanghai and Guangzhou drive a luxury car, but to let ordinary people who account for the vast majority of China's population have a solid and reliable car.

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