Coordinate the participation of thousands of employees in multiple departments, plan and execute more than 1,000 Spring Festival marketing activities covering online and offline, and achieve the goal of million-level user participation. To complete such a large project, what does a business need to do?
Even if we have not participated in business activities, we will feel that this is a huge battle, its difficulty is no less than byte 1 month to complete the Spring Festival Gala red envelope project, behind the need for countless online and offline meetings to pull together information, the need for efficient project management and target management tools to ensure the implementation of the project.
However, at the all-weather marketing communication meeting of WEILAI on February 15, Wei Jian, senior vice president of user operations of WEILAI, shared that in order to achieve "Spring Festival without closing" to provide services for car owners; launched six topics in the APP with a total of more than 100,000 people interacting; and organized more than 1,000 offline activities nationwide to achieve 690,000 people entering the store in 7 days of the Spring Festival.
To complete this kind of large project involving thousands of employees across departments, the president at the headquarters simply pulled each department to hold a pull-through meeting of less than 40 minutes, and then it was executed.
Wei Jian described this as "naturally growing into what everyone sees."
On the same day, a news of "Weilai Automobile Technology Co., Ltd. deregistration" was accidentally on the hot search, and the official account also very easily used the "fastest this year, the latest next year" figure as a stem to explain this little oolong to the public.
In the face of this "devil-level" system execution, Weilai's "pill" naturally became a stem that could be laughed at by itself. How did Weilai do this kind of superpower?
Is it the architectural design that builds the contact points?
"Weilai users have a stronger sense of travel happiness than other car brand users in the 2022 Spring Festival holiday" is the goal of this battle. Achieving such a goal requires thousands of overtime.
Online, Weilai completed the interactive participation of 100,000 users by doing topic guidance in the APP, and also completed more than 190 live broadcasts through video numbers. On the car side, NIO launched a 5.1-channel Chinese New Year concert through NIO Radio, with a total of 364,700 plays, and many car owners were parked and sat in the car with their families to listen to the concert.
Offline, WEILAI has three major touchpoints, fellow, direct store, and power exchange service network. As the main front, each store has held different activities, such as inviting car owners to make dumplings together and play the "Forza Horizon 5" racing simulator game together, and the data shared by Wei Jian is 1107 activities and 690,000 people entering the store.
In addition to supporting the activities of offline stores, Hello also organizes car owners to go to the cinema to watch movies. The power exchange service network is actually also countless power exchange/ power transmission / maintenance brother, 150,000 times during the Spring Festival 7 days, including 40,000 high-speed power changes, 4992 times of maintenance and maintenance, and a total of 2394 times of mobile service roadside assistance.
Wei Jian shared an example, which was posted by the owner of the app. The owner of the car broke the tire at more than 9 p.m. on the mountain road in Qinling on the sixth day of the New Year, and contacted the staff to call the trailer, but all the towing companies were reluctant to go because of the relatively remote location and heavy snow, and finally the tires that the mobile service car used to change.
From the user feedback, the goal set by Weilai Spring Festival must be achieved, at least from the perspective of the Spring Festival 7 days, Weilai is indeed the car company that has invested the most resources in the purchased owners, and there is no one.
Behind the good user feedback, there must be countless Weilai employees working overtime, how does Weilai "PUA" employees fight like this?
The core behind it is still people
There is no doubt that WEILAI's direct operation, power exchange, service network, APP, NIO Life, NIO Radio, constitute a very competitive offline online contact points, but behind each contact is still a living person, can achieve a hundred responses to the superpower, the core is still the incentive to people.
How does WEILAI make so many staff work overtime with high quality? This is bound to be not a simple and crude bonus incentive, because once it is motivated by money, it is necessary to design a complex reward and punishment and supervision mechanism behind it.
If you don't work for money, you can only do it for faith.
I don't know exactly how to get employees to eat the amway of faith, so I can only quote Wei Jian's original Q&A quote from the original text:
"How do you ensure that employees can serve users very well?" The pressure of recruitment is too great, what if you recruit people who are not attentive to users? Now this is not really a major problem, why?
Our front-line employees, they are actually easier to provide quality service. Why is the Spring Festival closing different from others? Because we have repeatedly stressed to all employees that being good to users is our goal, never our means, many companies means to sell more cars, more cars is our means.
From Bin Brother to the executives below will appreciate the good behavior of users, condemn the bad behavior of users, front-line employees are very easy to feel, from the heart to do. For example, Qin Ling this matter, many people give him likes, he is very proud, he feels very happy, he will continue to accumulate this, he knows that his behavior will be seen, will be recognized, will be liked, and not only users will like, the company will also like, in this case, they are easy to provide warm service.
The things in the system design that contradict human nature are slightly adjusted to make it smoother, which is what I want to do, including the adjustment of the architecture. For example, there are many movie viewing parties this year, Weilai will rent a theater, invite our users to see the movie, before watching, we will first talk about the layout of this year's power station, and some users are doing their own business or designers, taking some of their own products as prizes, everyone draws a lottery together, and the participation is very high.
This kind of connection may be more difficult in other companies, because you may be able to learn it in form, but from the bones, these things that grow out of the concept of the user's enterprise are actually very difficult. As a person with a lot of experience outside the automotive industry, what is very good for me is that I don't have much inertia of auto companies, and I deeply understand Weilai because I am also a user. As a user, I have a very strong user perspective, and I know what users need. ”
I think this passage is suitable for partners who want to understand Weilai and learn Weilai to read it repeatedly, basically revealing the logic of Weilai's ability to do a good job as a user enterprise.
The Easter egg is the new car ES7
At the end of the communication meeting, Qin Lihong walked into the room, and interestingly, the reason why he came was because he wanted to arrest Wei Jian to go to a meeting. Although it was a short time coming, the president brought a big Easter egg.
Qin Lihong's Easter egg is the news that the new car Weilai ES7 will release in April. The ES7 new car is based on NT2.0 (that is, lidar + Orin intelligent driving chip + Qualcomm 8155 chip), benchmarking BMW X5L, positioning medium and large five-seat SUVs, and will get a more extreme experience in comfort compared to the existing product line.
Although there is no more news about the ES7 at this stage, based on the generalization ability of NT2.0, as well as the consistency of Weilai's appearance and cockpit design, I believe you can almost imagine what this car looks like when you close your eyes.
ES7 is positioned between ES6 and ES8, with reference to the price of ES6 and ES8, the starting price of ES7 will be around 420,000. The delivery time is not known until the April conference, but there is already ET7 to take the lead for NT2.0, I believe that the delivery pressure of ES7 will not be too large, the most important thing is the capacity consideration, if you need to make way for the capacity of ET7 and ET5, then the delivery of ES7 will be the fastest to Q4.