Text | There are fewer shanghai fronts
Edit | Small balls
New brands such as Euler and Tanks have become better and failed;
Wei Pai is different, only success is not allowed to fail, because it is the façade and face of the car tough guy and the "veteran" Wei Jianjun
Wei Jianjun, who "does not play a joke" in the capital market, rarely "gaffes" in real life.
"They know a fart..."
On January 14, Great Wall Motor's high-end brand, Wei Pai (formerly known as WEY), held a high-profile new car launch conference in Baoding, Hebei Province.
Focus on the external promotion of Mocha DHT-PHEV as the representative, the Great Wall high-end hybrid technology and products.
Mocha DHT-PHEV launch
At the media dinner before the press conference, some media colleagues threw an industry view to Mr. Wei: If the ideal ONE is replaced by the car logo of traditional car companies, it will definitely not sell so much...
Originally this was just a very realistic topic.
Not to mention the ideal ONE, replacing the Tesla Model 3 with BYD's car logo can basically assert that it cannot sell such a good sales volume.
But Wei Jianjun didn't love it when he heard this, "Long Yan was furious" and threw out the above sentence - "They know a fart"!
Obviously, in the face of the strong rise of new forces such as Weilai, Ideal, and Xiaopeng, as well as the frustration of its own high-end brand Wei Brand, Wei Jianjun, a car "veteran", has lost his attitude.
Wei Jianjun, chairman of Great Wall Motors
Old Wei's gaffe is not only shocking, but also causes people to think deeply.
Wei Jianjun was not convinced
Combined with the situation at that time and the relevant reports of some participating media afterwards, it is not difficult to find that Wei Jianjun is very unconvinced.
The point of disbelief is mainly based on the following dimensions:
First, the same positioning of high-end, the great wall Wei brand products, sales performance and Wei Xiaoli and other new forces, the world is different.
Public data shows that from WEY to Weipai, after several years of actual combat, the market sales of high-end brands in the Great Wall have opened high and gone low;
At first, the monthly sales of VV5 and VV7 exceeded 10,000, and the monthly sales of VV5, VV6 and VV7 models were only barely 10,000.
After the Great Wall changed the way the product was named and the new way of playing, although there was a little success in the momentum, the sales performance of mocha, latte and macchiato was still unsatisfactory.
On the other hand, the new forces of car manufacturing, taking the ideal ONE as an example, a model hit the world not only a mess of online "fire", but also a rising sales volume in reality, and a car has achieved monthly sales of more than 10,000 results.
Second, on the accumulation of technology, car manufacturing experience, process level, etc., Wei Jianjun believes that the Great Wall Wei brand is leading the new forces in an all-round way, and the technology and products are not worse than people or even stronger.
The actual sales volume has been crushed by the new forces, of course, can not swallow this breath.
Wei Jianjun said, "Wei brand products are not at all problematic, which technology is leveraged", the reason why no new forces sell well, "only because the marketing is not in place."
Third, Li Bin, Li Xiang, He Xiaopeng, the founders of new forces car companies, do not have Lao Wei "understand technology", but they can "play with concepts" than Lao Wei.
Wei Jianjun is also very direct about this, in his view, Li Xiang, who is a product manager, and Li Bin, who studied sociology, do not understand technology, while He Xiaopeng only understands software.
Li Bin (center) Li Xiang (right) He Xiaopeng three brothers
As for himself, Lao Wei did not emphasize what techniques he understood, but the "old seniority" was obvious outside the words.
A pair of "Lao Tzu has been working on cars for decades, and these new recruits who are born on the Internet know what they know", the sense of sight...
The aberration is light on each other, who has served whom
As we all know, since its inception, WEY is a high-end SUV brand created by the "surname" of Wei Jianjun, chairman of Great Wall Motors, and Wei Jianjun attaches great importance to and cherishes it needless to say.
Now, five years later, we'll leave again.
WEY not only changed the brand name to Chinese (Wei Brand), but also fundamentally changed the positioning and tonality of the brand:
No longer limited to SUVs, nor blindly focusing on the traditional luxury of fuel vehicles, and want to conform to the trend of the times to grasp the transformation of intelligence and electrification...
In a word, from beginning to end, Wei Jianjun has attached great importance to the brand of "Wei", and has not done a good job before, and now invests new human, material and financial resources, and it is necessary to continue to do a good job!
In this regard, it is not difficult to see from Li Ruifeng, a senior executive talent of the "Shaoshi Faction" who was trained by his hand-picked confidant and the Great Wall system, to sit in Wei Pai. The core and most important bunkers must be handed over to the most trusted "own people" to guard and conquer.
Therefore, in the face of the rapid rise of new forces such as Weilai, Ideal, and Xiaopeng, compared with Wei Pai's fall behind and frustration, Wei Jianjun's "unconvincing" and even "gaffe behavior" can still be understood by comparing hearts to hearts.
Not to mention the old Wei this level of the car circle big man, even if the volume and value of a higher jack horse, people in some relatively small range and gatherings, not a mouthful of a "TMD".
Even in the face of the strong rise of JD.com, Xiao Ma Ge also had a "gaffe" to give public diss that year.
Since this is the case, after the shock of Wei Jianjun's gaffe at this dinner, everyone actually does not have to be too real and concerned.
Lao Wei was exposed by the media participating in the meeting this time, more often "the big guys between each other, even scolding each other", in addition to their own outside who knows?!
Wei Jianjun's confidant Wei Pai CEO Li Ruifeng
The word peer lightening is more or less so.
Wei Jianjun disobeyed Li Bin and Li Xiang He Xiaopeng, and in turn, why did Li Bin ever serve Old Wei? Otherwise, knowing that "nine deaths and one life", who will resolutely transform and rise up and join the ranks of new cars.
Wei Jianjun's disbelief, is it reasonable?
Back to the beginning of the topic, in the face of the strong rise of new car-making forces such as Weilai, Ideal, and Xiaopeng, the reasons for the various unconvincing reasons shown by Wei Jianjun of the Great Wall are reasonable?
The core thesis is that the Great Wall Wei brand technology and products are not worse than Wei Xiaoli, or even stronger and better, but the marketing is not as good as they do?
In this regard, the author does not agree with Wei Jianjun's above views. We may wish to analyze from the dimensions of technology, products, and marketing:
First of all, it is true that the Great Wall built cars many years earlier than the new forces such as Wei Xiaoli, but can this be equated with the technology and products of the Great Wall Wei brand, which must be better and stronger than the new forces?
Objectively speaking, Wei Jianjun can confidently believe that Wei Brand's technology and products are not weaker than those of the new forces and friends, but they must be better and stronger, which belongs to the typical "old qualifications".
On the one hand, it is difficult to have a unified judgment standard for technology, especially for consumers and ordinary users, it is difficult to define whose technology must be stronger than whose.
On the history of car manufacturing, French cars can be the father of Japanese and Korean cars, but can you say that the technology of car systems must be stronger than Japanese and Korean cars? Similarly, nowadays, do you dare to say that foreign brands must comprehensively crush domestic brands? Obviously not.
On the other hand, new forces such as Weilai, Ideal, and Xiaopeng have entered the car-making industry to cut into the new track of intelligent electric vehicles, in principle, there is no absolute "old qualification" in this track, everyone is a novice, and the technology update iteration is the same every year.
Therefore, the technical significance of technology alone, especially in a certain dimension, must return to the comprehensive product strength of the vehicle and the actual user experience that are finally presented to consumers.
From this point of view, Wei Pai can express his dissatisfaction with himself and is not weak and obviously weak, but stronger and better is obviously untenable.
The marketing of Great Wall brands in the past two years has actually been quite fierce
Secondly, in addition to the debatable technology and product strength, in the marketing field where Wei Jianjun is most unconvinced and satisfied, I am afraid that Wei Pai's marketing team does not want to carry this pot.
It is true that thanks to the Internet cross-border car manufacturing, as well as the unique aura of li bin, Li Xiang, He Xiaopeng and other founders, Wei Xiaoli occupies a lot of innate advantages in brand marketing;
But realistically speaking, to say that the Great Wall ten years ago or even five years ago was not good at (or disdainful) marketing, everyone can still understand, who wants to say that the Great Wall marketing in domestic manufacturers is not good, I am afraid that the media old wet will jump out and scold the mother.
In a word, Wei Jianjun can express his dissatisfaction with the Marketing Team of Wei Pai, and feel that the level and quality of Wei Pai's marketing are far from meeting the expectations in his mind;
But if you simply blame the marketing for the lack of sales of Wei brand and the failure in actual combat, it is obviously unfair.
No wonder some colleagues said bluntly that before there were marketers in the Great Wall system who "complained" that it was really not a good job to do marketing under Boss Wei.
"The sales volume is all good technology and good products, and the sales volume is not going to go to the marketing back pot"...
Le Tease Observation:
"The WEY brand bet on my last name, and I can only succeed and not fail."
A few years ago, the predecessor of Weipai, the WEY brand, was born, and Wei Jianjun, chairman of Great Wall Motors, publicly shouted out such a Zhengzheng oath.
Speaking of emotions, Wei Jianjun once played the golden sentence that is still talked about by the industry, "Do not be moved by feelings, willing to use strength to persuade"!
There is no doubt that as one of the many sub-brands of Great Wall Motors, from WEY to Wei brand, Wei Jianjun has poured too much effort and placed great hopes on it.
If it doesn't matter if new brands such as Euler and Tanks have become better and failed, then as far as the Wei brand is concerned, it is really only allowed to succeed and not to fail.
Because it is the face and façade of the car tough guy and "veteran" Wei Jianjun.
Living to the age and rank of Old Wei, There is no shortage of li long ago, and the name is extremely important.
As the title of the article, Wei Jianjun's gaffe, Wei Pai needs to use action and strength to justify his name.
Old Wei Ai will be Li Ruifeng's burden on his shoulders, 2022 will continue unabated, the Year of the Tiger must rise!