Text | There are fewer shanghai fronts
Edit | Small balls
I sincerely suggest that Wei Pai and Li Ruifeng can say more, or they can "dare to say", but when diss Weilai and other strong friends, do not say it blindly!
If you don't believe it, you can ask your so-called "core media" privately to see if they agree with it from the bottom of their hearts.
Originally preparing other topic manuscripts, I was suddenly stunned by a Short Video of Wei Brand "Brushing Screen" in the circle of friends.
Yes, it is still related to the listing of Weipai Mocha DHT-PHEV the day before yesterday (the evening of March 1st), and furthermore, it is a clip of a "wonderful" speech by Li Ruifeng, CEO of Weipai at the press conference that night.
Weipai officially released a video of Li Ruifeng's speech that was heavily forwarded by the media
I don't know what the first reaction of everyone (especially those who know a little bit about the new energy vehicle field) after watching this small video is, anyway, I think it is quite surprised, and even unabashed, some "thunder people".
Worthy of being the "love general" of Wei Jianjun, chairman of Great Wall Motors, Li Ruifeng is really bullish, really dare to say, really can say!
Mocha DHT is priced at 300,000 yuan, which is a helpless strategic choice
In fact, the author also watched through the live broadcast of the network that night.
At the first time, it also made an analysis and comment on the point of controversy in the industry that mocha DHT-PHEV sold for 300,000 yuan.
For details, see the related article "Li Ruifeng carries the flag Wei brand and then starts a business, is the Mocha DHT value worth 300,000?" , which will not be repeated here.
In a word, in terms of the brand image and premium of the Great Wall and Wei brand at this stage, the Mocha DHT-PHEV car may not be able to support the price of 300,000.
note! Whether it is worth 300,000 or not, and whether it can support 300,000, are two different things, and we have also deliberately explained in the article.
Of course, such a simple truth can be seen by the students, li Ruifeng, a marketing veteran who has experienced hundreds of battles, and Qiao Xinyu, will not understand?!
The author believes that knowing that it is impossible to do so, Li Ruifeng has his own difficulties and grievances, and can also be regarded as a strategic choice made by the Great Wall and Wei Pai after focusing on a longer-term future and weighing the pros and cons.
In short, six years of actual combat have shown that Weipai continues to "consume" in the 150,000-200,000 price range in the field of fuel vehicles, and there is no future, or it is difficult to achieve the same success as Geely Lynk & Co.
Long pain is not as good as short pain, Wei Pai wants to have a longer future, must break through to a higher market, and in recent years, the emerging wave of electrification and intelligent industry change will undoubtedly be a good opportunity point and strategic grasp.
Therefore, Wei Pai's self-transformation of "breaking the wrist of a strong man, scraping the bones and curing the poison" is also reconstructed, which is understandable, and we are certainly happy to see it succeed.
I think that at the beginning of the establishment of the WEY brand, Wei Jianjun shouted out such a vision, "ending the era of huge profits of joint venture brands", which is a great thing for each of us Chinese consumers. In the end, it is we Chinese consumers who benefit.
Wei Jianjun, chairman of Great Wall Motors
Just looking at the present, for the Mocha DHT-PHEV listed this time, everything is difficult at the beginning, and the first line is indeed quite challenging and not easy to play!
On why the Mocha DHT-PHEV is also priced at 300,000, 250,000 is not OK, the cost price is not 300,000...
This is another topic, and we will analyze and discuss it separately later.
Li Ruifeng so diss Weilai Li Bin, is not appropriate
Back to the topic that shocked people at the beginning - Li Ruifeng was so "high-profile and bold" at the press conference to publicly diss Li Bin, the founder of Weilai Automobile.
Of course, some people may have to drill the tip of the bull's horn, and Li Ruifeng did not directly call Weilai and Li Bin by their names in the video.
Ask yourself, but who in my big car (media) circle listened to Li Ruifeng's speech, and couldn't hear that he was shouting in the air and publicly dissing Li Bin?!
"Some time ago, the founder of a new force in the automobile circle said, 'I really don't understand why I want to buy a gas car?' Do you like to smell gasoline? 'I applaud the founder for his superb marketing practices'!
"They (New Forces such as Weilai) have successfully covered up the innate inadequacy of trams with the construction of social psychology superiority; they have covered up the lack of technology with the construction of Internet user designs in mass sociology; they have covered up the embarrassment of being good to you with their lives..."
Mocha DHT-PHEV listed Li Ruifeng speech
Thanks to Weilai Automobile, Li Bin was not at the press conference at that time.
Otherwise, after listening to Li Ruifeng's on-site operation and N consecutive fears, the most interesting "car circle big guy tearing each other apart" drama of the year, I am afraid that it will quickly detonate the Internet and the car circle.
Honestly, maybe it is the first time to see Li Ruifeng's such a tough speech and tearing, le tease the first look after the feeling is quite shocking, after all, in the Great Wall system vice president level boss, looks so polite and tall and handsome, visually not much, Ruifeng students count one.
Not to mention, as an executive at the level of deputy director of Great Wall Motor and ceo of Weipai, it is reasonable to say that Li Ruifeng, whether it is an industry identity or a personal level, is a big "circle" with the new upstarts such as Weilai Li Bin and other car-making forces.
No matter how "light on the same side", the elegance and decency that should be there will not be lost.
You say that it is normal for the uncles and aunts in the wet market to tear each other up and scold each other, but it is inevitable that people will be amazed by the fact that this class of business executives and bosses openly diss to lead the war.
So let's not comment too much, "Should this be the case, so diss business founder is not suitable" and so on.
Li Ruifeng diss Weilai Li Bin's point, can it stand?
As far as the matter is concerned, let's take a look at Li Ruifeng's disss Li Bin's "arguments and arguments", and stand up!
First, on products and technologies;
Even with the back of the Great Wall for thirty years of car-making accumulation, Li Ruifeng has full confidence to say that the mocha DHT-PHEV is "technically awesome and the product is bursting", but it cannot be easily concluded that the new forces such as Weilai, Ideal, and Xiaopeng cannot be lightly concluded that "technology is not good, products are not good, it will be marketed".
To be fair, these new forces hot models, including the Weilai ES6, ideal ONE, Xiaopeng P7, etc., are really only because the marketing packaging is done well, and they have harvested the IQ of so many consumers?!
The answer is clearly no.
New forces that will engage in marketing and packaging, as well as many traditional car companies, why have a few products such as Wei Xiaoli become "explosive models"?
Behind you you say that there is no technology and products to do the support and foundation, obviously does not make sense. Space limitations are not exhaustive.
In addition, Li Ruifeng must realize that the technology and products are not "cold", not to say that the technology in the laboratory and the proving ground is very good, it must be good and leading.
In the final analysis, various technologies are ultimately organically combined and connected together to be withdrawn to the vehicle level.
You may only look at the wei brand technology is very powerful, but combined together combined with the user's final actual experience and perception of the vehicle level, the overall favorability of your Wei brand products is not as good as the ideal Xiaopeng of Weilai.
In a word, the quality of technology is an evaluation criterion for engineers, but in the majority of users and consumers, who is better to use who has the best sense of experience, who is the "king".
Putting aside the sense of user experience and blindly talking about technology, it does not have great significance for car owners, and it is either stupid or bad.
Second, let's take a look at the "marketing" that Li Ruifeng deliberately emphasized.
If nothing else, the Great Wall disdained marketing in the early years, and the industry generally knows it, but you have to say that in recent years, the Great Wall is not good at marketing, and it is estimated that Marx will jump out of the ground to "sound uneven". To tell the truth, the Great Wall will play the fierceness of marketing these years!
You see, Haval Dog, Great Wall Cannon, Euler Good Cat, Wei Pai Mocha...
Just because of these novel "fancy" product naming, the Great Wall has led the way and even triggered a trend of friends in the industry.
For another example, take the Mocha DHT-PHEV listing conference as an example, the various PPT at the press conference and Li Ruifeng's various "hanging" new forces, there are many words.
It simply gives people a sense of déjà vu of the new product launch of the mobile phone industry, "friends are garbage, my family's world's first and most awesome"!
After the press conference, a small marketing video similar to "my first, people's not OK" is not still distributing the screen...
In a word, if you have a little understanding of the industry and peers, I want to watch This kind of marketing video of Wei Pai Li Ruifeng's "diss friends, Lao Tzu is the first in the world", I am afraid it is difficult to hold a highly agreeable attitude towards its arguments and arguments.
Rubbing the IQ of those netizens and melon-eating masses on the ground for unknown reasons may be OK, but we can't let everyone follow suit and "open their eyes and talk nonsense".
Le Tease Observation:
Still that sentence, in the long run, we certainly hope and hope that a number of excellent domestic car companies, including the Great Wall Wei brand, will concentrate on completing the rise.
But I can't eat hot tofu in a hurry, and I can't eat a big fat man in one breath.
Wei Pai's ability to carry out self-transformation and reconstruction of "strong men breaking wrists and scraping bones to cure poison" is worthy of admiration and encouragement, but the Mocha DHT-PHEV car used to take the lead is difficult to be optimistic about the current situation and challenges.
As Qiao Xinyu said, the comprehensive transformation of Weipai's high-end and electrification is destined to rely on a strain and system force to jointly support, and it is not a single product such as Mocha DHT-PHEV that is "not new" that can be achieved and reversed.
Wei brand CMO Qiao Xinyu
I sincerely suggest that Wei Pai and Li Ruifeng can say more, or they can "dare to say", but when diss Weilai and other strong friends, do not say it blindly.
If you don't believe it, you can ask your so-called "core media" privately, look at what you claimed at the press conference and "what you thought", and they agreed with it from the bottom of their hearts.