"Don't close during the Spring Festival" is a marketing slogan played by many e-commerce platforms during the Lunar New Year period just past. Many friends enjoyed the convenience during the Spring Festival holiday and consumed a lot of New Year goods through online shopping.
Nowadays, the new forces of car manufacturing emphasize their own "new", in addition to using new product forms such as intelligence and electrification, they must also learn from excellent marketing methods and ideas from Internet companies.
One of the best, of course, is Weilai Automobile, which has now imprinted the "service" label in the brand culture.
At the end of February last year, WEILAI held a workshop with the theme of "all-weather marketing", summarizing its progress and innovation in the construction of the service system compared with traditional car companies.
On February 15 this year, the Japanese Yen Festival was held again. Unlike last year, when we sat down and summarized the "method", this year's Workshop focused on showing what solid quality services Weilai brought to car owners during the Spring Festival this year.
What did Weilai, who "does not close during the Spring Festival", do? What should the "user-oriented enterprise" that all car companies are emphasizing today look like? And, in addition to et7 and ET5, what new cars will Weilai have this year?
These questions, in this "24/7 marketing" sharing meeting, we can all find the answers.
24/7 marketing
In WEIO's official propaganda, the so-called "all-weather marketing" is based on its system competitiveness, from the four aspects of the car, the whole life cycle service, digital experience and the lifestyle beyond the car, continuous innovation in research and development, manufacturing, digital management, business model and other aspects, to create a pleasant lifestyle for users.
More simply put, this systematic marketing and service system is based on the three positions of product side, WEILAI APP online community, and offline NIO House store, which runs through online and offline channels and "saturated marketing and services" regardless of time and place.
The seven-day Spring Festival holiday is an excellent period to show this all-weather marketing effect. Through a series of data shared by WEI, we can also get a glimpse of how smart cars have evolved from simple "point A to point B" mobile tools to a new way of life.
Since it is a story about the service level of car companies, the first thing to tell is definitely driving. According to the "2022 Spring Festival Holiday Travel Report" officially released by WEILAI, THE TOTAL DRIVING MILEAGE OF WEILAI CAR OWNERS DURING THE SPRING FESTIVAL EXCEEDED 57.36 MILLION KILOMETERS, AND THE FOOTPRINTS COVERED THE NORTH AND SOUTH OF THE MOTHERLAND.
Electric vehicles travel such a long distance, naturally inseparable from charging and energy replenishment, the most convincing is the user experience of Weilai power exchange, one-click power-on and other services data:
During the Spring Festival, a total of 7,326 NIO owners experienced a longer battery life experience brought about by flexible battery upgrades. At the same time, the "one-click power-up" service was initiated 8,721 times by users. NIO provides 150,000+ services at the national substation, and 223 high-speed substations provide a total of 37,000+ services during the Spring Festival holiday.
At the sharing meeting, Weilai officially also took out a photo of the gas station queuing in the highway service area during the Spring Festival, which seems to remind everyone that during the period of large-scale traffic travel, the difficulty of high-speed refueling of electric vehicles is only a difficult point for new things to be amplified by news and public opinion. In fact, traditional fuel vehicles face the same problem.
Another photo of nio power "nursing mother car" charging non-Nio brand electric vehicles on the highway tries to tell everyone that NIO not only focuses on its own customers, but is willing to promote the progress of the entire electric vehicle industry with actions.
In addition to the biggest pain point of charging and replenishment, NIO also announced other travel protection data during the Spring Festival - users initiated "one-click maintenance" 3,147 times through the app, provided mobile services and road assistance 2,394 times, and repair and maintenance services 4,992 times.
One of the most representative cases occurred on the Qinling Highway late one night during the Spring Festival. A user suffered a puncture in a vehicle, but could not call a trailer. In the end, with the support of WEILAI's after-sales staff, it was safe to "go down the mountain".
If the product side can only represent the solidity of WEILAI as a car company in the after-sales service end, then the marketing activities launched by nio house and the online community of NIO APP can better reflect the close connection between WEILAI and users.
Traditional car 4S shops are often laid out in remote areas of the city, and the Spring Festival holiday is often inaccessible. At this time, NIO House, which is generally located in popular supermarkets, is bound to be more lively – in Nio's 384 stores, more than 690,000 customers have been attracted to the store.
These customers, in addition to watching the car, can also enjoy special drinks in the Year of the Tiger, redeem the Mug of the Year of the Tiger, and receive a hundred years of red envelopes... You can even test drive a pure electric supercar EP9 in the racing game Horizon 5.
Offline stores are crowded, and the WEIlai community has also carried out a variety of online activities. In the WEILAI APP, six major Topics of New Year's Flavor, including "New Year Dress Award", "Year of the Tiger Family Portrait Award", "National Chinese New Year's Eve And Dinner Award", and "New Year's Taste Photography Contest", attracted a total of 100,000+ users.
Nio's NIO Radio Chinese New Year Concert has been listened to more than 360,000 times by users. This small inspiration, which was originally temporarily generated during the epidemic last year, is being accepted by more and more Weilai car owners.
What's more worth mentioning is that this concert also requires users to stay in the car and listen to it when the vehicle is stopped - does it sound like the car becoming the "third space of life" that many manufacturers are now advocating?
Summarizing the "all-weather marketing" during the Spring Festival, we can probably see three different veins:
1. The perfect energy replenishment and after-sales system is another key plate that needs to be completed by all electric vehicle companies in addition to creating new cars.
2. Under the direct sales model, stores built in popular business districts can carry more user experience projects in addition to the basic function of "selling cars".
3. The online APP built by car companies is also a position that needs "strong operation" in addition to booking cars. In other words, every car company has the opportunity and should create its own "Little Red Book".
Regarding the "user-oriented enterprise", Weilai has published the answer without reservation, and then it depends on how other car companies "copy the operation".
One more thing
In addition to the slightly boring "show results", there are also Easter eggs at the end of this communication meeting.
The first officially stated Easter egg is a small public relations crisis - in the second quarter of last year, Weilai has begun to plan a new IP for the New Year of the Tiger, and later everyone knows that its name is "Fuhu Tianfeng".
Initially, this IP image looked like the image below.
Look closely, do you think there is anything wrong with this cute big yellow tiger?
If you,like me, don't think there's a big problem at first glance, then let's zoom in and take a closer look...
The beard of this "Fu Hu" was originally intended to correspond to the lower part of the WEILAI LOGO. But the problem with "Wang Ba" written on his face was discovered by enthusiastic users within two hours of its announcement...
In the face of the user's complaints, Weilai officials did not turn a blind eye, but quickly began to remedy: on the one hand, the operators sent a lot of points red envelopes in the user group and explained the original intention of the design. On the other hand, the redesign began urgently.
In the end, the new image of "Fu hu" was revealed through the following animated short film.
Subsequently, Weilai also opened a razor crowdfunding on the official APP. It has to be lamented that this is a model of crisis public relations.
Another Easter egg appeared in the final high-level interview. Weilai President Qin Lihong personally confirmed the existence of NIO's new car ES7:
The new car will be officially released in April, which was once the legendary "Gemini Gemini". Officially known as the NIO ES7, positioned between the ES6 and ES8, it will be a medium-sized and large SUV powered by the NT2.0 platform.
Qin Lihong said that the NIO ES7 "will be benchmarked against the BMW X5L, which will be the top five SUVs in the two fields of domestic fuel and pure electricity this year."
Relive the article a few days before the supercharger station Tesla has no new cars this year, what other electric cars are worth looking forward to? Let's look forward to the more lively Beijing Auto Show in two months.
-END-
The 2022 Super Bowl was fully electrocuted
Zeus drives the BMW iX, and Dr. Evil uses universal Ott to save the world
Have a Nordic love encounter with the Volvo V60