Before the Spring Festival in 2022, Weipai held two consecutive activities in Baoding, one was the "0 Anxiety Intelligent Electric New Technology and Mocha DHT-PHEV Pre-sale Conference", and the other was the "Super Call, Really Understand You - Weipai User Fan Festival" activity. Lively and lively, very good, but at the media dinner before the press conference on January 14, a remark by Mr. Wei Jianjun, the founder of Wei Pai, triggered media reports and interpretations, and also showed the problems of Wei Pai in a generous way, and overall, Wei Pai's marketing and performance could not satisfy him. Let's talk about the follow-up discussion in the media circle today, let's briefly talk about how Wei Pai can get greater development with the words of a family, for reference only, and where there are omissions, we hope to correct them.
It is the aroma of wine that is also afraid of the deep anxiety of the alley
On January 14, Wei Jianjun told the media about his views on Wei Pai, and we quoted a report from the Auto Industry and Economic Network: Wei Pai's products have no problems at all, which technology is leveraged; Wei Pai does not lack products and technologies, and it is also right to take the phEV category; traditional car companies rely on performance to speak, and new forces rely on concepts; Wei sells badly after transformation, just because marketing is not in place. This point should be learned from Wei Xiaoli; the next step is to get marketing up...
Chen Hao and Wu Xue, the authors of the Auto Industry and Economics Network, used "Wei Jianjun Disobedience" as the title, and also elaborated on some of the performances of traditional car companies and new car-making forces that did not accept each other.
In the view of AM car mirror, there is also a deep anxiety of "wine is also afraid of deep alleys", since the products and technologies are no problem, the problem is naturally in marketing, people "Wei Xiaoli" can sell well, how can The Wei brand supported by the Great Wall not sell well? Technology, products, channels are stronger than the new forces, Wei brand this pot of "wine" is fragrant, but the fragrance has not been fully spread, that is, word of mouth and momentum is not as good as the new forces, this pot, marketing back, right?
You want to say that marketers do not carry this pot, then look at Weilai, Xiaopeng, ideal, the product line is not rich, there are very few models, but they all sell well. Even Xiaopeng and Weilai are the traditional car-making Haima and Jianghuai OEM, you want to say that the Weilai ES8 is replaced by the jacques of Jachuai, and the Xiaopeng is replaced by the logo of the seahorse, it is estimated that they will be sprayed to death by the keyboard man on the Internet, and will soon break the sand in the market. But Weilai and Xiaopeng are different, iron powder, various referrals, take the initiative to maintain brand reputation, let many people shout do not understand, is this not the credit of marketing? You want to say that their products are good, the technology is good, take Tesla as an example, negative events one after another, many places do not let Tesla's car in, still can not stop people's enthusiasm for car buying, why is this?
Therefore, it is difficult for the marketing department to throw this pot out, and it is necessary to learn from others. AM Car Mirror believes that the Great Wall people are different from ordinary people, they pursue "a little bit of progress every day", there are problems are not afraid, everyone finds a way to solve it.
The product and technology are fine, but can they still be improved?
Let's go back and look at Weipai's products. From the beginning of the VV5, VV6, VV7 and so on to the current Mocha, latte, Macchiato, a few years of name change, which consumes a lot of manpower, material resources and time, the name of Wei brand is also from WEY to WEY faction to Wei brand conversion, unstable consistency also creates obstacles for consumer cognition.
More importantly, realistically speaking, many people who have driven VV5, VV6 and other models can easily get the driving and handling experience of Haval models from driving, which has to let people hook Wei and Haval, so that the question comes: Why is it so much more expensive than Haval H6? And now, driving a macchiato, mocha and other models, you will find that it is really reborn, the driving sense is completely different, more advanced.
However, the previous impression is difficult to change in a short time, so on January 14, the mocha DHT-PHEV pre-sale guide price came out, and online doubts followed, you are a Great Wall car, why do you sell so expensive? At this time, even if someone thinks that the price of weilai's entire series is 328,000-526,000 yuan, Xiaopeng sells for 409,900 yuan, and the ideal ONE price reaches 338,000 yuan, or will stubbornly think that the Great Wall can be so expensive? Yes, no matter how high the manufacturing cost of Wei Brand is, no matter how advanced the Great Wall's insertion and mixing technology is, the Great Wall should not sell so expensive! More than 300,000 is not the Great Wall!
Speaking of product design, Wei brand products should continue to break through the shackles and launch more attractive designs, and the current product styling can only be said to be good, but it is not amazing. The dream that has not yet been listed is good, and such a model needs more. For example, the tank independent from the Wei brand is to win by design, does not require much marketing, and the whole network is free to market it, which is also an important factor in its circle breaking and explosion.
Wei Pai's design must break the mold of the Great Wall, innovate the system, abandon the inheritance from Haval to VV series, from VV series to coffee series, and come up with extraordinary, in order to attract people.
So, why didn't Wei Pai "break away" from the Great Wall?
Wei Pai and the Great Wall are too tightly bound, and Baoding is also too tightly bound.
Weipai uses the technology of the Great Wall, the channels of the Great Wall, the supplier system of the Great Wall, and the Great Wall to take root in Baoding, using the laboratory of Baoding, which to a large extent saves costs for Weipai and obtains scale effects. However, this kind of deep binding with the Great Wall from the aspects of research and development, design, technology, culture, marketing, etc., also allows Wei Pai to firmly label the Great Wall and label Haval, and the impression brought to consumers is that Haval's products are shelled, even if it is not, netizens say that it is, and the keyboard man says that it is.
In the next stage, what the Weipai marketing department has to do is to let everyone know that the technology used by Weipai is not used in the Haval model, and when it is delegated to the Haval, Euler and Cannon models, it must wait until Weipai uses more advanced technology.
The design of Wei Pai should also go out of a different way, the way of moderation is not suitable for the current Wei Pai, at the same time, more durable quality should also be the pursuit of Wei Pai.
Look at Lexus, which was founded in 1983, and everyone knows that it was founded in the United States. Yes, it's a brand that originated in the United States, not a brand founded in Japan, not a brand founded by Toyota in Japan.
Weipai's marketing company should also go out of Baoding and set up independently in cities such as Shanghai, Guangzhou or Beijing.
This requires the Great Wall to reposition and sort out the Wei brand internally, and to re-elevate its position and make it different in terms of research and development, design, production, marketing and channels.
Only if Wei Pai is Wei Pai and Wei Pai is high-end, Wei Pai has further room. If the misunderstanding and even the erroneous perception that Wei Pai is the Great Wall is not broken, the resistance to the development of Wei Pai will become greater and greater, and even the opportunity will be lost.