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Introduction
From the perspective of pragmatism, the solution to consumer pain points is the key to the success of Wuling MINIV, and it is also a factor that needs to be considered in the future development of the new energy market, which may be the key to studying the "Wuling MINI phenomenon".
Author 丨 Xu Jinkai
Responsible editor 丨 Xu Jinkai
Edit 丨 Chic
Since July 2020, when Wuling MINIEV was launched, the discussion about this car has never stopped.
In the eyes of many people, Wuling MINIEV is cheap and practical, which is the main reason why it can continue to sell and become a transportation artifact, and some people think that Wuling MINIEV is too simple, it is simply a copy of "old man music", which is not an industry subversion.
Although there is no small controversy, but the achievements of Wuling MINIV are obvious to all, driven by the model, the industry has even formed a "Wuling MINI phenomenon", SAIC, Changan, Chery, Dongfeng Xiaokang and a series of enterprises to join, so that this market gradually formed a scale.
Who the hell is buying? Whose interests have been touched by the advent of the "Wuling MINI"? I found the answer to such a question in the course of returning home during the Spring Festival.
"Dimensionality Reduction Strike"
The author's hometown is located in Linyi, Shandong, a typical third- and fourth-tier city in the north, where Wuling MINIEV has a high visibility. According to shanghai insurance data, in December last year, the total sales volume of Wuling MINIEV nationwide was 45,969 vehicles, of which Linyi sold 778 vehicles, ranking sixth in the national prefecture-level city, and is one of the main sales areas of Wuling MINIEV.
This state of affairs was also confirmed during the author's visit.
On February 4, during the Spring Festival holiday, Wuling's 4S store has come to a batch of "intended customers", both middle-aged couples and fashionably dressed young people. The sales staff in the store told the author that these are the typical users of Wuling MINIEV, middle-aged couples, most of the husbands are working outside, "left-behind wives" need to take care of the elderly and children, buying a car can improve their living conditions very well, is their rigid needs; and young people mostly come with a curious attitude to experience.
"Wuling MINIEV can sell more than 100 units a month, and our sales volume in Linyi is also very high in the country." While explaining, the sales staff pointed to the sales rankings in the store, as if they were full of confidence that Wuling MINIEV would reach a new high in the New Year.
In the author's opinion, Wuling MINIEV is selling well in Linyi, there are certain historical factors, and it is to a large extent the embodiment of "urban change".
Before the advent of Wuling MINI, Linyi was once the paradise of "old man music", cheap, affordable, no need to get on the card, charging with the car is also quite convenient, "old man music" to a large extent played the role of the bicycle, and to the New Year's Festival, for the elderly who stayed at home to buy a "old man music" is the embodiment of the "filial piety" of many wandering wanderers.
Although "old man music" is quite convenient to use, after all, it is not far away and cannot meet the needs of "young people" to go into the city from time to time to shop, and the advent of Wuling MINIEV has well met the needs of "young people", which is the main reason why it can be recognized by consumers.
In addition, with the passage of time, the "left-behind" group and demand have also undergone certain changes, from the initial "old man music" to pick up and drop off children, to the "poetry and far away" that now carries young people, Wuling MINIEV provides more convenience for the lives of young consumers with a more formal car experience, and such a "dimensionality reduction blow" has laid the foundation for the popularity of Wuling MINIEV.
"Upswing Breakthrough"
In addition to the brutal development of the "old man" market for "dimensionality reduction", Wuling MINIEV's "upgrading breakthrough" is also worthy of attention, and the main reason why it can separate some of the market share of low-end fuel vehicles and electric vehicles is because it is affordable enough.
At present, the international oil price has hit a new high in 7 years, affected by international oil prices, domestic oil prices have also risen frequently, which has a big impact on the "small town youth" who are in third- and fourth-tier cities such as Linyi and have low incomes. There are many people who can afford to buy a car, but can't afford to drive a car, and considering the cost of a car from the entire life cycle is an account in the hearts of these "small town youth".
And for now, charging is much cheaper than refueling, especially for "small town youth", most of them are from rural areas, and charging at home is more convenient, so electric vehicles have become their preferred choice for car purchase.
On the surface, in the context of the rapid development of the new energy market, there are more and more electric models to choose from, but this is not the case for "small town youth".
First of all, at the beginning of this year, the insurance cost of new energy vehicles ushered in a batch of increases, so that the expenditure of real money and silver reduced the enthusiasm of some "small-town youth" for electric vehicles. Secondly, the first batch of electric vehicles five or six years ago also ushered in the "scrap tide", whether it is the scrapping of the whole vehicle, or the replacement of new batteries to continue to use the car has become the embarrassment faced by the first batch of electric vehicle owners.
It is worth noting that in the new energy vehicles, the battery cost accounted for a high proportion, which means that the first batch of electric vehicle owners need to spend a lot of money to complete the replacement of the battery, in order to continue to enjoy the days of charging and refueling more economical, "get up early and greedy" charging to save the fuel cost, in the blink of an eye by the battery supplier to earn.
Coupled with the general low retention rate of new energy vehicles, the entry of pure electric vehicles means a depreciation of the price, such a variety of factors, so that this group of small-town youth who intend to buy a car are prohibitive.
The cost of fuel vehicles is high, the premium of electric vehicles is rising, the retention rate is low, and with the attenuation of the battery, it is also necessary to face the risk of replacing the battery after a few years, so that many "small-town youth" have reduced their expectations for car purchase and set their sights on the quite affordable Wuling MINIEV.
"Before thinking about seven or eighty thousand to buy a car, but the fuel car maintenance car is too expensive, seven or eighty thousand electric vehicles are not available, and the electric car does not maintain value, think about it or come to see Wuling MINI, after all, cheap, can not lose much money." Talk about why you pay attention to Wuling MINIEV, a "small town youth" who came to see the car said so.
From such a state, it is not difficult to see that Wuling MINIV can not only meet the needs of the vast majority of "small town youth" cars, but also its more affordable use characteristics have also made many consumers quite moved, so from the perspective of pragmatism, the solution to consumer pain points is the key to the success of Wuling MINIV, and it is also a factor that needs to be considered in the future development of the new energy market, which may be the key to studying the "Wuling MINI phenomenon".
| Xu Jinkai |
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