On the fifteenth Lantern Festival of the first month, Che Yunqi ushered in the first workshop and interview organized by the car company in the Year of the Tiger.
The organizers of this workshop are Weilai of "Spring Festival not closed", and in this Lantern Festival, they are ready to talk to everyone about Weilai's all-weather marketing.
Somewhat unexpectedly, the theme of this exchange was stolen by a big Easter egg released by Qin Lihong, co-founder and president of Weilai.
NIO launched a product offensive
For the first time, NIO will break the convention of only releasing new cars on NIO Day. In April, NIO will release a new car, the ES7.
This is the rumored "Gemini", "Gemini" is not a cheap brand of Weilai. Qin Lihong revealed that the ES7 will benchmark the BMW X5L. This means that NIO will have three new models of NT2.0 delivered to users this year. This kind of new product offensive is unprecedented in the new forces of car manufacturing. This also proves that WEILAI's R&D system has gradually matured and improved.
More interestingly, Qin Lihong said, "BMW X5L is a blockbuster new car that everyone is looking forward to in the first half of this year, 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 together with the excellent BMW X5L to meet the different needs of users." ”
It is equivalent to announcing the information of the domestic X5 from the side to help BMW. BMW was the champion of China's luxury car market last year, but Weilai has no fear, Qin Lihong said, "BBA this round of electric vehicles have been out of the card, in the high-end electric vehicle market of more than 300,000, Weilai first." We do a better job than BMW. ”
24/7 marketing
So what did Weilai do? Just the book back to the truth, talk about Weilai's all-weather marketing what is it?
In fact, the concept of all-weather marketing was put forward by Weilai during the Spring Festival last year. The general meaning is that all-weather marketing is not equal to marketing in the traditional sense, it is based on WEILAI's direct business model, which is the embodiment of the user-centered full-touch capability.
Let's see what Weilai did during the Spring Festival. Roughly speaking, it can be summarized into four aspects:
Online cloud accompaniment, stores to meet,
The service is not closed, and the goods are strong in the new year.
Online cloud companionship
Online activity has always been a traditional strength of NIO, which organized more than 190 live broadcasts during the Spring Festival and organized nio Radio's Chinese New Year concerts, showing 364,700 times, of which "Pergent Suite (Morning Song)" was the most popular.
On the WEILAI APP, #New Year Dressing Award#, #Year of the Tiger Family Portrait Award#, #National Chinese New Year's Eve Dinner Award#, #NianWei Photography Contest#, #Creative Fuzi Contest#, #Yingcai God Creative Yuanbao Contest #Six New Year Flavor Topics, 100,000+ users participated.
During the 2022 Spring Festival holiday, NIO users interacted with NOMI 8,054,435 times, initiated 69,978 navigation "home" commands, and chatted with NOMI 355,202 times, "Hello" and "Happy New Year" were the most talked about topics.
The online connection makes the connection between WEILAI and users closer. This is the most important feature of the all-weather.
Come to the cow house for the Spring Festival
Back to the offline point of view, WEI HAS CURRENTLY LAID OUT 384 stores worldwide. During the 2022 Spring Festival holiday, a total of 1107 activities were carried out in the national cattle house, an increase of 63% over the week before the Chinese New Year's Eve, and the number of people entering the store reached 690,000+.
This is almost impossible in the eyes of traditional car brands. Many traditional 4S stores have taken an early holiday during the Spring Festival, and they rarely engage in store activities during the Spring Festival.
From the first to the sixth day of the Chinese New Year, WEILAI New Year Special Drink [Tiger Tiger Shengwei] sold more than 1,600 cups; in order to stimulate the enthusiasm of users to enter the store during the Spring Festival, WEILAI launched the exchange of Fuhu Mugs or Four Seasons Tea Bags in the Year of the Tiger, and a total of 15,000 Fuhu Mugs were sent across the country; 12,000+ children entering the store received Fuhu New Year red envelopes. The "Forza Motorsport: Horizon 5" Chinese New Year National Challenge held by 30 NIO centers attracted more than 1,600 participants.
In the Spring Festival when the epidemic is still severe and many people can only celebrate the New Year in situ, the cow house has become the main place for Weilai car owners to gather and relax.
"Weilai's front-line employees are all good to users from the heart, especially during the Spring Festival, we require overtime to present our best side in front of users, although the number of receptions in the store is very large, but still to maintain the best state to make users satisfied." Wei Jian said so.
After many brands get together to enter the mall to open a store, the Spring Festival is not closed. However, the essence was not learned.
During the Spring Festival, it is also in Beijing's Oriental Xintiandi, an electric vehicle brand store next to Weilai, although it is also open normally, but the door is full of birds. Because this store basically only has the function of showing cars and selling cars, in the Spring Festival, almost no one will go to the store to see the car.
Even Qin Lihong admitted that the operating income during the Spring Festival was lower than usual. Careful observation will find that all of Weilai's marketing actions are not to promote direct car sales, most of them are welfare activities for old car owners.
Wei Jian introduced: "There are many scenes in weilai center, our users pull their friends there to drink a cup of tea, a cup of coffee, and then the following is a test drive, and then buy the car. ”
NIO improves the influence of the entire brand by being good to existing users. "Weilai had more than 90 marriage proposals in Niuwu last year, and all of them were successful, for this person, these two people's marriage proposals took place here, and the closeness between him and Weilai is completely different."
This is what the cow house means to Niolai.
The service system has been tested
The service is not closed, and many brands may be able to do it. But during the Spring Festival, Weilai's service is not only not closed, but also busier than usual. This year's Spring Festival, WEILAI has changed more than 150,000 times in 7 days, of which nearly 40,000 times have been changed at high speed.
"In general, this year's Weilai's energy replenishment system has withstood the test, except for a very few replacement power stations with short queues, most of the replacement power station user experience is very good." Wei Jian, senior vice president of user operations at NIO, said so.
This was helped by NIO's resolute investment in infrastructure such as substations last year. By the end of last year, NIO had more than 700 replacement power stations. This greatly alleviates the anxiety of Weilai car owners during the Spring Festival high-speed energy replenishment.
Qin Lihong revealed that Weilai plans to build more than 600 substations this year, and the layout of supercharged piles or destination charging piles will maintain a relatively high growth rate.
"Our basic idea is that this speed should be maintained for a few more years, until the electric vehicle in the experience of charging and replacing is at least about equal to the refueling experience of fuel vehicles, and in local places, local scenes, and even beyond the experience of fuel vehicle refueling, I think this construction will slow down." Qin Lihong said, "Now is a huge industry in the ascendant, I want to make a resolute investment in the early stage to improve the user experience, so as not to let friends who choose electric vehicles in the early stage suffer losses, this is our basic starting point." ”
In addition to charging and replacing, WEILAI's after-sales maintenance and roadside assistance are also on standby around the clock during the Spring Festival. Users initiated "one-click maintenance" 3,147 times through the App, NIO provided mobile services and roadside assistance 2,394 times, and maintenance services 4,992 times.
"In fact, our employees know that this time is to save people's character, and these users they contact on a daily basis are the most in need of protection during the Spring Festival." Wei Jian said.
What makes Weilai employees feel aggrieved and sad
Speaking of NIO's New Year goods, we have to mention NIO Life, which is NIO's lifestyle brand. Every year during the Spring Festival, NIO Life will launch a zodiac cartoon image, which is deeply loved by users.
However, after the release of fuhu image this year, it has attracted a lot of controversy, causing fuhu designers and many Weilai employees to feel aggrieved and sad.
However, Weilai's designers still used a very humorous way to resolve the embarrassment of this time, shaved the beard of tiger brother who was ridiculed as "Wang Bahu", and redesigned the image. The modification, replacement of the new image and the launch of Tiger Brother Boutique took only 72 hours. NIO Life even self-deprecatingly launched Tiger Brother's razor crowdfunding, unexpectedly exceeding the target value of 12 times.
Qin Lihong said: "For NIO Life, the main role of NIO Life is still an organic and important part of the lifestyle advocated by NIO, a component of NIO's system capabilities, and incidentally can become a relatively independent business." I want its gross margin to feed itself. ”
Write at the end
Unlike traditional marketing campaigns aimed at boosting sales, NIO's all-weather marketing aims to give users a better experience throughout the process. It is characterized by: all-weather, full contact, full style.
Weilai itself concluded that this is a pleasant whole experience based on the competitiveness of the system. It looks like a very big campaign that requires a general command, so many employees across the country don't take vacations, how the activities everywhere are designed, this must be a huge project.
However, "Weilai only held a meeting of less than 40 minutes, and this matter was fully arranged." Wei Jian said somewhat Versailles, "This shows that these things are already there, but we made some requests before the Spring Festival, and naturally they have grown into the way everyone sees." ”
Although this is a bit Versailles, the fact is that Weilai's Spring Festival all-weather marketing is staged almost every day.
There are also many people who are worried that many car brands are engaged in user companies, will Weilai's moat be broken soon?
Qin Lihong, however, said: "I am very pleased to see that the concept of Weilai's user enterprise, including many concepts and practices of community operation, has received a lot of response from peers, which is the highest praise, at least it shows that we are doing the right thing." But moats are not boundaries, and each has a good way for their respective users. “
Compared with many other industries, there are still many places to learn and improve, and only by allowing these users who bravely choose electric vehicles to get the best service will the emerging industries develop.