Many people say that Weilai's service is particularly good, which can be called "Haidilao in the car circle"; some people say that Weilai's service is over-marketing, like engaging in religious pyramid schemes.
Recently, Li Bin, the boss of Weilai, said: "Everyone underestimates the difficulty of doing service, and it is much more difficult to do a good job than building a car." ”
Since the service is so difficult, why does Weilai still do it?
So today I will talk about it from three aspects: whether Weilai service is good or not, why is there so much controversy?
I'm Danny Jr., talking about cars and talking about technology.
Earlier, I told you about Weilai's four-circle model in the video of "How Long Can Weilai Live":
It was also manually liked by the co-founder of Weilai:
In fact, the four-circle model and the "Weilai system competitiveness" chart compiled by Li Bin Qin Lihong at the beginning of the founding of Weilai have similarities:
You can see that Weilai's car only accounts for a quarter of the upper left corner,
The other three-quarters include full-lifecycle services, digital experiences, and lifestyles beyond the car.
All of them are related to the WEIlai service that I will talk about later.
Therefore, if you think of Weilai as a car manufacturing and selling company, it is better to call it a travel service company.
Then I will talk about the advantages, disadvantages and double-edged swords of WEILAI service.
Let's start with the first point:
advantage.
From the four-circle model and the "NIO System Competitiveness" chart I mentioned earlier, it can be seen that NIO car owners can experience unique and diverse services.
For example, if you open the Weilai App now, click here, choose your own city, such as Shanghai, you can see the recent 71 activities in the same city organized by Weilai, including Kendo, Spelling Rubik's Cube, Intangible Cultural Heritage, Script Killing, Pizza DIY, Silver Ring DIY, Self-driving Tour, Chen's Tai Chi, almost moved square dance to NIO House to dance.
This is only a small part of NIO's "NIO Center" service in the "lifestyle beyond the car".
It can be said that Weilai does provide differentiated user value that other car companies do not have.
What is user value? You can refer to this "user value pyramid".
From the bottom up, it includes the functional layer, the emotional layer, the self-actualization layer, and the self-transcendence layer.
First look at the functional layer: including time saving, simplification, making money, reducing risk, orderly, complete, connected, labor-saving, trouble-avoiding, cost-reducing, high-quality, rich variety, sensory attraction and information communication.
Look at the emotional layer: including stress reduction, reward, nostalgia, design beauty, honor, health, healing care, fun, temptation attraction, shortcut sense.
Then look at the layers of self-actualization: including providing hope, a sense of accomplishment, positive motivation, inheritance, and a sense of belonging.
Finally, there is the layer of self-transcendence, with only one point: the transcendence of the mind.
It can be said that the more powerful the brand, the more user value it can provide and the higher the upper level, what value does WEILAI service provide? You can fill in the blanks based on the "User Value Pyramid".
Weilai provides so many unique and diverse services, and ultimately wants to leave an impression of "good service" in the minds of consumers, just like when it comes to car safety, it thinks of Volvo; when it mentions control, it thinks of BMW; when it mentions the bath center, it thinks of...
On the other hand, service is the barrier, or moat, built by Weilai's company.
Li Bin said that it is difficult to do service, even more difficult than building a car, what is the difficulty?
There needs to be a "three-level service".
The first level: the construction of infrastructure.
Just like building a car to build a factory, Weilai's services also need to build a variety of substations, maintenance service centers, NIO House/NIO Space offline stores and other infrastructure, and these infrastructures are still unique innovations of Weilai, the most typical is the substation and NIO House, which are exclusive to Weilai car owners.
Frankly speaking, in 2021, the speed of Weilai's car is not bad, much slower than Xiaopeng. For example, the delivery time of ET7 is too long, causing many people, including me, to return orders, but Weilai's infrastructure construction is very strong.
In particular, the infrastructure for power supply and energy replenishment, such as the substation, will build a total of 605 substations in 2021, a total of 777. A simple calculation, WEILAI was established in 2014, and 172 substations were built in the first 6 years, which is equivalent to 3.5 times the number of substations in the first 6 years of NIO last year. This year, NIO plans to build a total of 1,300 substations, and NIO plans to build more than 4,000 substations in 2025, which is equivalent to more than 5 times the current number of substations.
The construction of the substation is accelerated, of course, and the Weilai replacement power station 2.0 upgrade is related, occupying less land, higher efficiency, lower cost, this and so I will do a separate period weilai to change the video and then talk in detail, interested can pay attention to my future video.
The second level: the management system.
Typical is Cloud Service, such as NIO's Energy Cloud.
Last July, NIO's third anniversary event in Shanghai Dishui Lake NIO Power focused on promoting NIO Power Cloud, NIO's energy cloud.
I happened to be on the scene, and this picture is more important, summarizing the four components of the NIO energy cloud: Power Prime, Athena [ θi:n ], Power Go and Shield.
I simply summarize it into four sentences: collect weilai's various charging and power-up data, analyze and predict user power-up behavior, help users plan reasonable power-up scenarios, and make Weilai's battery system more safe and effective.
The third level: people.
This point is actually the most difficult, the number of employees in the past year has risen from 7,000 to 16,000, from values to internal management, from institutional mechanisms to daily implementation, it is very difficult, not to mention the management of 16,000 employees, is to let a small entrepreneurial team, a small family work together, is not an easy task.
Just to talk about the second point, Weilai service
inferior position.
Let's first start from the intuitive feeling of consumers buying a car: there are many types of services, it must be good service?
Not necessarily, many people have "choice difficulty", I talked to some front-line car sales friends, found that many consumers do not buy Weilai the reason is very simple: Weilai can choose too many projects, such as Baas battery rental, service worry-free, insurance worry-free, charging and replacing the power plus tram, etc., have been dizzy, afraid of being "routine".
Everyone buys a car for the sake of convenience, but Weilai you engage in so many services for me to choose, use it, I still have to study, afraid of loss, and afraid of trouble; no, and I feel that my money has been spent, do not use that is not a loss?
Frankly speaking, this situation is indeed common, which is not to blame consumers, after all, many of the services launched by Weilai are unprecedented, and there is indeed a great cost of understanding, such as the Baas battery rental service from August 20, 2020 to now almost a year and a half, when I was also in Beijing Nio House Oriental Plaza conference site, at that time many media people asked questions, and now many consumers are still asking, such as "is it cost-effective to buy batteries, or is it cost-effective to rent batteries?" ”
Not everyone will be like a professional media person, carefully studying the pros and cons of each policy. Note that I am talking about professional media people here, not those who only report parameters, when the manufacturer passes the microphone "car reviewer".
The second disadvantage, which I briefly mentioned earlier, is that the service is too difficult.
The difficulties here include the "three major difficulties":
The first difficulty: standardization is difficult, there are many accidents;
Because the service involves too many human factors, there are many accidents.
I feel that behind every problem, it is the pit that Weilai has stepped on.
The second difficulty: it is difficult to maintain service standards for a long time.
With more and more cars delivered by NIO, it is already very difficult to maintain the current service standards. Just like you can chat with a female classmate very casually, but if you want to chat with 10 female classmates at the same time, it is difficult to make everyone satisfied.
Especially with the large number of deliveries of NIO ET5 in September this year, as the price of ET5 continues to decline, NIO may face a group of more picky car owners, I know many early owners of NIO, they buy electric vehicles, such as the ES8 founding version, are used as a technology early adopter or a big toy, not only a car at home, or even more than an electric car. But now the home that buys the ET5 is likely to be this car, and naturally the expectations for the ET5 are also higher.
In fact, this is the same problem that Tesla faced before Tesla began to deliver a large number of Model 3 and Model Y, I know a Tesla senior old leek, it turned out that she also dared to recommend friends around to buy Model X or Model S, but now dare not recommend others to buy Model 3 or Model Y, because too many people look for her as Tesla "customer service", of course, this is also related to Tesla's service in China.
In fact, now Weilai's service standards, compared to the earliest service has also dropped a lot, I heard Weilai executives say: "In the early days, Weilai will do some personalized special services, such as being often complained about by everyone, several charging treasure oil vehicles to power up electric vehicles to accompany Xinjiang, but at present, Weilai is to do more standardized and replicable services." ”
This brings another problem, and there are also new owners of Weilai who complained: "Why did my friend call you before and change the tire in 30 minutes?" Now I have to wait a day? ”
In fact, the reason is very simple, before his friend encountered the early Weilai personalized special service, just next to a Weilai service car, it will be 30 minutes to help solve the problem, but this is not a routine operation, but also can not be sustained for a long time.
How to balance the rights and interests and relationships of new and old car owners is also a major challenge for Weilai to face, which Tesla does not do very well, which is why Tesla always says that Tesla cuts leeks.
The third difficulty: globalization is difficult to replicate.
From the beginning, NIO has planned to be a "global enterprise", whether it is a global team or a model design that not only meets China's C-NCAP standards, but also meets the European E-NCAP and IIHS Highway Safety Insurance Association standards.
However, WEIlai service is difficult to replicate globally, the high emotional intelligence is called: you can enjoy the best service of Weilai in China, the low emotional intelligence is called, and the service standard of Weilai in other regions is worse than one point or two.
The reason is also very simple, the service involves too many human factors, especially in developed countries where Weilai gives priority to going to sea, such as Norway, the labor costs of foreigners and management are much more difficult, do you want foreign brothers to get up in the middle of the night to drive a car to add electricity? Either the strike, or the money is too much.
In contrast, like Xiaopeng and BYD, who go to sea mainly rely on local dealers to sell cars and have very light services, the speed of going to sea is much faster, and the business model is also much lighter.
Finally, a third point:
Double-edged sword.
In fact, today I talk about the advantages and disadvantages of Weilai's service, which have their two sides, that is, double-edged swords, just like Qin Lihong, co-founder of Weilai, once said: "This world is a king and a loser." Many of the things we do are not all crimes, but also teaching materials. ”
For example, I said before that Weilai is too difficult to do service, and it is a barrier to the company to do it, and failure to do it is a drag.
For example, Weilai's service is unique and diverse, and it has cultivated some very loyal Weilai iron fans, such as Jing Weijun, "Wei Zhongxian" and so on.
At the same time, there are also some overly loyal Weilai iron fans who are too listening to others to say that Weilai is not good, and even injured teammates by mistake, such as I quoted the original data of Weilai's official original words on the Weilai app before, and also had to be sprayed by Weilai iron powder.
It's like you wanted to spray me with nonsense, but I didn't expect me to say what your dad quietly told me.
In fact, I hope that everyone does not have to overly enlarge the attributes of a certain brand of car friends, is not to buy a car, but also to use the points of high and low and low?
When I praised Tesla's advantages in the previous video, I was nicknamed "Special Filial Piety" by netizens; when I praised the three electric brothers Weilai ideal Xiaopeng, some people said that I was "three stupid dogs", which made my personality split.
In fact, each car company has its own characteristics, otherwise it would not have been possible to live until now, and the life is particularly good. While respecting your opponents, you don't get in the way of your own unique path.
As Electric Emma wrote: Weilai internally promotes the "persistent pursuit of beauty and perfection", and Musk will emphasize to employees: "Don't let perfection become the enemy of your progress" Don't let perfection slow progress.
Finally, I would like to give you a quote from a writer I like very much, Fitzgerald:
"If one can maintain two diametrically opposed ideas at the same time and can still act normally, this is a sign of first-class wisdom."
The so-called advantages or disadvantages, placed in different contexts, are all characteristics.
What else do you want to hear from me talking about "talking about cars and talking about technology"? Feel free to leave me a comment on the bullet screen. If you think this video is helpful to you, don't forget to help me like and follow, it will be of great help to me to continue the liver video. I'm Little Danny, talk about cars and talk about technology, we'll see you in the next episode!