In ancient times, there was "those who won the hearts and minds of the people won the world", and now there are "those who win the user get the world", and any enterprise that wants to become bigger and stronger cannot get rid of the word "user". In the hot pot industry, there is Haidilao, which makes user service to the extreme, and in the automobile industry, there is a user enterprise Weilai that makes peers praise. Some people call NIO a user-run "Whampoa Military Academy", outputting graduates and methodologies, but in fact, IS NIO's user operation strategy really so easy to learn? I don't think so.
Copy is also not simple
The experience of Zhao Yuhui, vice president of Extreme Kr Intelligent Technology, illustrates this point, zhao Yuhui, who graduated from the "Whampoa Military Academy", has successively gone to the Great Wall, real estate enterprises, and then to Extreme Kr, focusing on various businesses that are connected with users.
At the beginning, the brand positioning of Extreme Kr was "the main user co-creation", but in the later operation, the user operation of Extreme Kr repeatedly overturned. Configuration changes, delayed deliveries, moldy mooncakes, and the most recent release of the "Outperform 2022" New Year benefit have angered 2021 subscribers. The successive accidents can't help but make people feel like a joke about the "user-type car companies" mentioned by Extreme Krypton. Many people "attribute" this result to Zhao Yuhui, who was born in Weilai.
To be honest, Extreme Kr really has not made less efforts in user operation, and each business line has set up user operation related positions, Weilai taste is very sufficient, but the reality is very bone. In fact, in addition to Extreme Krypton, new brands of "national teams" such as Zhiji and Extreme Fox have all turned over in the user service link. In general, in the user service link, there is no three-point image of Weilai, but there are many people who overturn the car in the first step.
Learning will not come, what is the reason
Taking Extreme Kr as an example, it was born shouldering Geely's "unfinished business", and unlike Weilai's long-term investment in establishing a distinct brand image, What Extreme Kr needs more is the rapid rise of sales, so quick success and quick profits, which lays the groundwork for its subsequent series of user operations.
In the final analysis, the most important thing about user operation is "is there a determination to do user operation"? Often two or three years in the field of user operation has no profit performance, can the company resist this pressure? A senior user operator of a traditional car company said that for traditional car companies and new brands established by traditional car companies, factors such as resource allocation and cost considerations have been included in the development of enterprises at the beginning of the establishment of the brand. This is the most fundamental difference from Nio.
In Weilai, user operation is the end, not the means. Other car companies that talk about transforming user companies have specific KPIs such as conversion rate and new number, which also shows that its original intention is the opposite of Weilai, and it is impossible to take "user satisfaction" as the ultimate goal like Weilai.
Seeing this, I am not impressed that history is always strikingly similar. At the beginning, many hot pot shops learned Haidilao, and as a result, hundreds of hot pot shops "killed" themselves, and now there are many car companies that learn Weilai, and at present, there are almost no success. If these car companies only learn the surface and do not go deep into the inner essence, the final result must be almost the same as those hot pot restaurants.