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Introduction
"Last year, it was the dumplings that the brother of the power station could not eat Chinese New Year's Eve night. This year, it is the spring league that cannot be finished. ”
Author 丨 Cui Liwen
Responsible editor 丨 Yang Jing
Edit 丨 Chic
"If a traditional car company launches a pure electric vehicle of more than 400,000 yuan, do you think it can sell well?"
"At this stage, I think it is basically impossible."
Definitely not a fabrication, a conversation at the beginning of the article took place between me and my colleagues this week.
As for the root cause of such a conclusion, it is still found after communicating with a large number of consumers that it is a very simple and easy to understand truth.
If at present, the potential passengers who buy a new car of about 200,000 yuan are the most rational and picky existence, they pay more attention to how much configuration, function and experience the vehicle itself can provide to themselves.
Then, the potential customers who buy 400,000 yuan or more are a group of more emotional animals, and this just gives birth to them in addition to product power, but also pay attention to many other things.
For example, how much added value the brand can bring, whether the corresponding supplementary system is mature and convenient, the after-sales service system provided does not have a sense of exclusivity, and even whether the culture conveyed by the company can fit its own tone.
In simple terms, the requirements are more complex and complex.
Using this as a yardstick, I return to the question at the beginning of the article again. It must be admitted that as of now, there has not been a traditional car company that can do all the above things.
So, why talk about selling an electric car with more than 400,000 yuan?
As everyone knows, just yesterday, coinciding with the 15th Lantern Festival of the first month, NIO House in Shanghai MixC held a sharing meeting with the theme of "all-weather marketing", which deepened my understanding even more.
First of all, it should be noted that this is a new force car that delivered a total of 91,429 new cars last year, and the average price of products has been stable at more than 400,000 yuan for a long time, which is properly in line with the theme discussed in this article.
Wei Jian, senior vice president of user operations of WEIRA, who served as the guest sharing guest of this event, is currently in charge of related businesses, including store expansion, offline sales, maintaining user satisfaction, user community construction, and opening up new city terminals.
In other words, in charge of this so-called "user enterprise", something very core. As for the original intention of this event, it can be fully understood as conveying to the outside world what Weilai did during the entire Spring Festival holiday.
To this end, once again moved out of the opening chapter has mentioned that selling more than 400,000 yuan of electric vehicles need to do four dimensions.
Brand-by-brand, during the 2022 Spring Festival holiday, WEIO carried out a total of 1,107 activities in the national cattle house, an increase of 63% over the week before the Chinese New Year's Eve, and 690,000+ people entered the store. 12,000+ children entering the store received Fuhu New Year red envelopes.
During the Spring Festival and holidays, users initiated 8,721 "one-click power-ups", and the national substation provided 150,000+ services. The 223 high-speed substations have provided 37,000+ services during the Spring Festival holiday.
The most frequent power exchanges are G15 Shenhai Expressway, and the top three most popular power exchange service areas are G15 Shenhai Expressway Rugao Service Area 674 times, G6 Beijing-Tibet Expressway Baige Service Area 563 times, S26 Zhuyong Expressway Dongyang Service Area 535 times.
During the Spring Festival holidays of 2022, NIO charging stations provide 104,792 services.
In terms of services, in addition to replenishment, NIO users initiated "one-click maintenance" 3,147 times through the APP, provided mobile services and roadside assistance 2,394 times, and repair and maintenance services 4,992 times.
Culturally, it is believed that Wei Jian's sentence is memorable, "All employees of Weilai have no rest in the Spring Festival holiday, last year was the dumplings that the brother Chinese New Year's Eve of the power station could not eat overnight, and this year it was the spring league that could not be pasted, and these actions were carried out spontaneously." ”
There is no doubt that being good to users is an end, not a means, and has long been firmly engraved in weilai's DNA. What users do is a reward for recognizing their company culture.
Writing this, I want to enlarge the perspective.
In 2021, China's new energy market ushered in a "blowout" that was far more exaggerated than imagined, and the double increase in total sales and penetration rate gave several new forces that have achieved large-scale delivery the opportunity to build cars and gain a firm foothold faster. As a result, some people have caught it.
But it must be understood that at this moment, far from the stage of sitting back and being complacent, "survival" is still the most important task before them.
"We, where is the Spring Festival holiday?" A bitter smile, all helplessness and relief.
On February 1, Beijing time, the first day of the Chinese New Year, there is no difference from the working day, and the January delivery data of the new forces to build cars still appeared in the tweet of the official WeChat public account as scheduled. In just seven days of vacation, the directly operated stores opened in the commercial districts of major city centers are also receiving more traffic than usual.
If for traditional car companies, the Spring Festival holiday is more like the off-season where you can get a short break, then for the new forces to build cars, it is the peak season when we must concentrate on it.
Whether it is the product side or the brand side, it is a self-promotion and marketing, an excellent opportunity. Therefore, we must firmly grasp and even invest more human, material and financial resources.
"During this year's Spring Festival, the satisfaction of our users came from the real convenience on the one hand, and from the comparison with other brands on the other hand, not only from the tram, they are also starting to compare with the oil car."
Focus on Weilai again, as Wei Jian said, as long as you have the determination and are willing to spend energy to do something, users will deeply perceive it.
However, while affirming the achievements, while still trying to move out of the clichéd problem: when the base of car owners increases exponentially, how does Weilai ensure that the service experience will not decline?
"Li Bin and my main job at the moment is to let Weilai have 10,000 Li Bin in the entire service team after 5 years." Rather than rigid rules and regulations, we want to be values-oriented. ”
In fact, as early as the end of last year, in a media interview, its co-founder and president Qin Lihong has given the answer, and the key point is focused on the concept of convergence between most employees and management.
But as a bystander, I still want to refute that "many things are easier said than done, and the result is still left to time to feedback." ”
At the end of yesterday's event, Qin Lihong was also very surprised to arrive, revealing a very important information point: Weilai will release a new car in April, that is, the "Gemini" Gemini star that has been rumored for a long time.
Officially named ES7, the model positioning is between ES6 and ES8, is a large five-seater (medium to large) pure electric SUV, with more pursuits in comfort, born from the NT2.0 platform.
Subsequently, he also added: "The biggest competitor of the ES7 is the BMW X5L. The latter is also the first half of this year, a heavy new car that everyone is looking forward to, we also looked at the entire market, maybe Weilai ES7 and BMW X5L will become the two large five-seat SUVs that everyone is most looking forward to this year, respectively, in the traditional fuel and emerging electric two markets to make efforts, we hope to be able to work with the excellent BMW X5L to meet the different needs of users. ”
It is very interesting that after the release of NIO ET5 in 2021, the benchmark model given by Qin Lihong is also the BMW 5 Series.
And this time, the WEIO ES7 pointed directly at the BMW X5L...
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