Editor-in-Chief | Zhang Kehuan
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Author | Fu Yu
Reports from The GreatAuto
Cowering, how many are there?
- "The Seventeenth Year of Zuo Chuan Wengong"
Subversive reform, Weipai transformation soared
The head is also afraid, the tail is also afraid, so how much of the body is left? The tone of the rhetorical question expresses Zheng Guo's spirit of daring to be the first more vividly, and Zheng Guo in the Spring and Autumn Period is well versed in this principle, and the current Great Wall is even more vivid in the use of this tactic.
"Wei Pai's renewal is no less than the second venture." Before the official listing of Mocha DHT-PHEV, Weipai CEO Li Ruifeng said so in an interview with the media. Different from the traditional new forces and new entrants such as Xiaomi, weipai, which has crossed from a traditional fuel vehicle brand to a high-end new energy brand, needs to achieve drastic reforms from multiple dimensions of research, production, supply and sales. In the face of all kinds of difficulties, Wei Pai can only let go of his fists and feet in order to achieve the transformation goal.
In fact, in this media communication meeting, led by CEO Li Ruifeng, including CMO Qiao Xinyu and Mocha Global Commodity Director Liu Pengkai, the Wei brand "high-level group" explained how Wei Pai should transform from the brand level, technical level, product level and marketing gameplay.
In 2019, Wei will be the "leader of China's luxury SUV", and after three years, Wei no longer emphasizes luxury, and "a new generation of intelligent cars" and "0 anxiety intelligent electric new categories" have become its new pursuits. Although the word luxury is not mentioned, Wei in 2022 is more advanced. Of course, this sense of luxury comes not only from its deeper pursuit, but also from the technical background behind its subversive revolution.
Wei, who shouldered the upward mission of the Great Wall brand since he was born, not only set off the first wave of high-end development of independent brands at that time, but also undertook the mission of the group's high-end new energy transformation under the background of today's diversified market of new energy tracks.
It is more like the beginning of the Multi-brand Rush of the Great Wall Group, under the support of the two core technologies of long-endurance intelligent DHT and coffee intelligence, the group will almost tilt all resources to it, in the words of Li Ruifeng: "Only the success of Wei Pai Chong Gao can lead the future differentiation of various subdivision high-end brands to break through." In Weipai's planning, the first shot of the rush was fired by the Mocha DHT-PHEV, which was launched on March 1.
29.5-315,000
What is the strength of mocha DHT-PHEV?
From the pricing point of view, the price of 295,000 and 315,000 yuan, although mocha DHT-PHEV has achieved its own positioning of the rush, but in the eyes of many people, whether the price of about 300,000 is really worth this price, in this regard, Wei Pai's "high-level tiantuan" also gave the media a more detailed explanation.
In fact, in the planning of Wei brand, if you want to achieve a breakthrough in the brand, it is not a single product, in addition to the new cars listed this time, including the subsequent dream series, MPV series, etc. will be priced at 300,000 yuan. The rush of the brand is essentially a high-value product system composed of a price range supported by the common support of the strain. In Wei brand's product system, technology is one of its most solid backing.
In the 300,000-400,000 product camp, what reason can the new forces do it, and what reason can Wei Brand, which is backed by such a large factory as the Great Wall, not be able to do it? "Under the general trend of consumption upgrading, the market of more than 300,000 is growing rapidly, increasing by 60% last year, and we have also seen the success of large items such as Ideal ONE." In such a fast-growing market, since the ideal has succeeded through the smart + new energy track, why can't we? Wei Pai CMO Qiao Xinyu said in an interview.
In the view of the "high-level Tiantuan", Weipai, which occupies a leading position in technology, has more advantages to compete for this high-end new energy market cake. And from the technology shown in the Mocha DHT-PHEV, we can glimpse the confidence of Wei Pai. Intelligent DHT with full autonomy has applied for 199 patents, including 80 core patents, covering a set of DHT highly integrated new energy systems, two power forms, three sets of powertrains, can achieve EV driving, hybrid drive, series drive and other working modes, is to achieve a full scene zero anxiety of the new category of intelligent electric.
In addition, intelligent DHT hybrid technology maximizes the advantages of electric motors and engines to achieve the best balance of fuel economy and power performance. Its free switching mode of work in the current 6.8:1 market environment of the vehicle pile ratio can not only make up for the endurance anxiety caused by pure electric, but also further reduce the cost of the car relative to the fuel vehicle, and achieve the optimal solution for urban vehicles when the electric vehicle supporting is not very perfect.
As a strong technical product, although it has entered a new track, the technical barriers to new energy vehicles still exist. Compared with the technical reserves of the new forces from scratch and less than a decade, Wei Pai, which is backed by such a large factory as the Great Wall, has a long-term accumulation of engine, motor, gearbox and other technologies more convincing.
Deepen reform and face difficulties
From the luxury positioning three years ago to the impact on the high-end new energy market, Wei seems to have given up the pursuit of luxury, without mentioning luxury, but essentially luxury everywhere. Whether it is the Mocha DHT-PHEV, or the Dream Fulfillment Series and MPV Series that will be launched successively, its price of about 300,000 yuan not only has a minimum gap of 100,000 yuan from the original fuel vehicle price, but also penetrates into the hinterland of BBA and high-end new power models.
In addition to the subversive innovation of product technology, Great Wall Motors, which operates with multiple brands, also understands that the brand needs to be upward, and it needs multiple dimensions to consider. In terms of products, the initiative to set the price is in the hands of the enterprise, and whether it can be accepted is a matter for consumers to decide.
To judge whether a brand is successful, sales volume is the eternal first criterion. In addition to the quantity of Wei brand, the quality growth represented by its sales volume is also an important factor. Thanks to the price positioning of 300,000-400,000 yuan in the whole system, Weipai can maximize the proportion of high-end model sales. Coupled with the experience of using a car with zero anxiety in the whole scene under the empowerment of technology, the brand label has been strengthened, which is the key to the success of Weipai.
Hard power technology is the foundation of enterprises, and in the new energy market, soft power from user operations is also a must for all car companies. As a traditional car brand, the new gameplay of the Great Wall in recent years has not been strange, and in Weipai, its user service system will be deepened again. Under the existing model, Weipai will further adjust the organizational structure and channels and business forms, establish a new mechanism, and continuously change from the aspects of model, awareness, ability, system, mechanism and form, and renew the user service system.
The Great Wall, which has always attached great importance to overseas markets, has not given up this link in Weipai's planning. Different from the choice of most domestic new energy vehicle brands to go to Norway, Weipai set its first stop in Germany, the home of BBA with a century-old car manufacturing foundation. Under the most stringent standards, accepting the market test with the longest development of automobile culture is not only a key step for Weipai to be full of confidence in its own technology, but also a key step for it to establish a high-end brand image.
Write at the end:
Zheng Guo, who expressed his courage to be the first in a rhetorical tone, eventually won the trust of jinguo. At present, Weipai, which is determined to transform and undertake the group's mission of soaring the "first person", will further improve its product matrix and mechanism reform in 2022 and 2023, including the renewal of user service system, sales model, business model and other fields. As a brand that once set off the upward trend of its own brand, the transformation of Weipai seems to have abandoned the luxury positioning, but it is actually moving towards a more high-end and more promising market. With a firm concept of innovation and a thick accumulation of technology, it is clear that Weipai is ready to accept the test of the market.
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