On January 14, at the small-scale media dinner before the Weipai Baoding conference, some media mentioned that if the ideal ONE was replaced by the car logo of a traditional car company, it would definitely not be able to sell so much. Who knew that Wei Jianjun was furious, and the "smell of gunpowder" replied that XXX knew a fart... The day became the focus of attention in the automotive circle.
On March 1, at the Mocha DHT-PHEV listing conference, Weipai CEO Li Ruifeng threw out the view that "DHT mixed alliance can achieve suspension of 'Wei Xiaoli'", which caused great controversy and discussion, and even appeared on Weibo hot search.
Before there was an old Wei out of shape and angrily scolded the new forces, and then there was a confidant General Li Ruifeng diss the new forces, the time interval between the two people speaking was not too long, it was inevitable that the industry would suspect, Wei Pai What is wrong with this? Why is there so much anger in 2022?
Some media interpreted that this is the marketing of the porcelain "Wei Xiaoli", and the pioneers of China's luxury SUV are actually humble enough to take advantage of the "Wei Xiaoli" to be on the hot search.
Realistically speaking, Wei Pai is indeed solid in the field of research and development, and the technology is also obvious to all in the industry. Coupled with the pragmatic brand image of the Great Wall, it is actually not touching porcelain marketing. Besides, if you want to touch it, you've already touched it, more than now, right?
In fact, as the title says, Wei Jianjun's gaffe and Li Ruifeng's anger at the new forces are behind the anxiety about wei's sluggish sales.
Let's review the sales trend of the WEY brand in recent years, that is, the line chart below compiled by the author.
Before the 2016 Guangzhou Auto Show, the WEY brand was officially released, and the Chinese name was Wei Pai. At the 2017 Shanghai Auto Show, the first model of the WEY brand, the VV7, was officially launched, kicking off the wey brand conquest.
In 2017, WEY won the first battle, sold 86427 units, and slapped the doubters hard. In 2018, the WEY brand reached a new high, and sales reached 139486 units.
Just when everyone thought that WEY would usher in a wave of growth, they did not expect that this was the peak of WEY. In 2019, WEY began to decline, sales barely broke through 100,000+, and in 2020, good luck was no more, all the way to the bottom of the 78,500 units.
Although in 2021, the trend rose against the trend, and the annual sales reached 131788. But considering the "small goal" of challenging 300,000 vehicles a year in 2025 mentioned by Lao Wei on the third anniversary brand night, it is far from the so-called comfort zone.
Let's look at the delivery volume of the first echelon of the new forces in 2021, Xiaopeng 98155 units, ideal 90491 units, Weilai 91429 units, almost into the 100,000 + clubs, and the gap between Wei Pai is actually not much.
Not to mention that the ideal ONE is still a car sold to 90491 units, for its layout of the mocha, latte and Machetto three SUVs Weipai, it is impossible not to feel anxious.
Like colleagues in the company, he knows that he works very hard, is very diligent, his business ability is not bad, and he is often praised by his boss. In the end, it is the colleagues who do not have more work experience than themselves who have exceeded their own performance, can this not be anxious?
We ordinary people are very anxious when they encounter such a thing, not to mention car companies.
In addition, when the WEY brand was released that year, Lao Wei ke bet on his surname, and even said that he would fight a war against the water, and only success was not allowed to fail, because the WEY brand represented an honor. Coupled with the release of a lot of sales targets and a grand blueprint for impacting the European and American markets in many activities, contrary to the current situation of the WEY brand, this contrast naturally makes him anxious.
By the way, Li Ruifeng recently opened a Weibo, sent a lot of messages in a row, and interacted with netizens. For the suggestions and opinions put forward by netizens, he gladly accepted and said that he would digest and absorb them.
This is actually learning from "Wei Xiaoli", which does have a set of marketing and uses a strong personal IP to enhance brand attention. Wei Pai started a frontal war, with the other way to give the other body, learn from the opponent's strong places, to make up for their shortcomings, with their own strength in research and development and technology, it is also a safe upward path.
2022 is very critical for Wei Pai, the war book of the beginning of the year has been established, whether we can snatch the cake that Wei Pai thinks belongs to from the hands of the new forces at the end of the year, we may as well let the bullet fly a little longer, and time will tell us the final answer.