Lead
Introduction
Everyone can say the marketing skills of Bo Eyeball, but after landing, it is still the "hard kung fu" of hard horses and hard bridges.
Author 丨 Luo Chao
Responsible editor 丨 Du Yuxin
Editor 丨Zhu Jinbin
"They have successfully covered up the innate inadequacy of trams with the construction of social psychology superiority; covered up the lack of technology with the construction of Internet user designs in mass sociology; and covered up the embarrassment of me (the new forces such as Weilai) by playing with their lives to be good to you."
When the Mocha DHT-PHEV was launched, Li Ruifeng, who has always been calm and calm, and his mood is not colorful, but he rarely points the spearhead at the new forces. In three words, he has criticized the new energy route, technology system, and service ecology that the new forces are proud of.
"The new forces have not solved the anxiety for users, and even created new anxiety", the sharpness of the words is no less than the sentence "that stinks technology" that Li thought two years ago.
Li Ruifeng, not convinced
Some say it's a sharp out-of-the-box marketing plot; some say it's a long-planned vilification attack. However, in the view of "Automobile Commune", there is the unease of Wei Pai and Li Ruifeng in the unabashed public call board, and more is a determination to participate in high-end competition without leaving a way out.
Six years, Wei Pai along the way, although not smooth sailing, but to a large extent broadened the Great Wall and even the entire independent brand growth boundary, from the VV series of safety luxury to the coffee series of intelligent DHT, Wei Pai is in this unswerving innovation to tell their own story, this story is not long, but the emotions.
Times have changed, Tesla set off a huge wave of three stacks, the world has long been wolf smoke, Weilai, Xiaopeng, ideal holding high the banner of intelligent electric vehicles, while rushing forward, while gathering "competitive teammates", Huawei, Apple, Xiaomi wrapped in the unprecedented technology ecology and manufacturing system have responded.
Weipai has an introverted insistence on technology, brands and users, but this insistence has become the reason for people to characterize Weipai as a traditional force in the cry of "subversion" from the new forces. In the current rapidly changing automobile environment, the word "traditional" is definitely not a good evaluation.
But there is an old Chinese saying: the movement of the opposite tao. This means that there are always two opposing properties of things, and these two properties are always in the process of transformation to its opposite, returning at a critical point, and the cycle repeats.
Musk, who unscrupulously "speaks wildly", Li Bin and Li Xiang, who frequently speak amazing words, they put themselves in the opposite of the traditional automobile industry, and indeed shape a different market picture. However, when the long-standing concepts and old-fashioned inertia in the traditional automobile industry were broken one by one, the traditional car companies at that time may no longer be traditional, and the new car-making forces may no longer be subverted, which is also the reason why Li Ruifeng has some "indignation" and disbelief.
In his judging criteria, there is no obvious distinction between old and new forces in the automotive industry, and some are only technical differences. Everyone can say the marketing skills of Bo Eyeball, but after landing, it is still the "hard kung fu" of hard horses and hard bridges. "Only technology is the primary productive force, and only technology can eliminate anxiety."
Therefore, from the supply chain layout to technology research and development, from the brand strategy to the adjustment of the organizational structure, whether it is a desperate bet or a broken boat, Wei Pai and Li Ruifeng abandoned the previous introverted and gradual way of change, and instead used a more radical and more steadfast revolutionary form to strive for this only one chance of transformation, according to Li Ruifeng's words, "We must have the courage to live to the death, and do not leave any retreat for ourselves." ”
The unexpected impact speed of new energy, the unstoppable reconstruction trend of industry value, the ever-changing iterative environment of the technology system, the supply state of the supply chain, and the bold innovation of the service ecology... Under the heavy "siege", forcefully breaking out of a "way of life" is the most realistic and urgent problem in front of Li Ruifeng, and the bearer of this burden falls on the Mocha DHT-PHEV.
With the new intelligent DHT and coffee intelligent technology to open the strategic market, with the new category of 0 anxiety intelligent electric to create a differentiated high-end brand image, a change drama no less than the second entrepreneurship kicked off in the spring of Sanya.
"Weipai's intelligent DHT hybrid technology is the best new energy technology in the world at present", without any euphemisms, without any room for maneuver, Li Ruifeng strongly swore "technical sovereignty".
This argument is destined to push smart DHT to the cusp of the storm, and countless people will go forward to test the advanced nature of this technology from all angles and dimensions, but if they are not careful, they will be realized. As Li Ruifeng said, Wei Pai did not leave a way for himself to retreat, and there was no way to retreat.
Smart DHT, rewriting the rules of the market
Of course, the courage to expose themselves to the scrutiny of all people, behind this absolute confidence must be supported by absolute strength. In fact, intelligent DHT technology does have its own unique features, which is a highly integrated new energy system, which can achieve efficient operation of full-speed domain and all scenarios through various working modes such as EV driving, hybrid drive, and series drive.
In layman's terms, the advantage of this system is that it not only solves the anxiety of endurance and energy replenishment, but also further brings strong performance performance, efficient car efficiency, and excellent driving experience.
As the integrator of smart DHT technology and coffee intelligence, Mocha DHT-PHEV is a powerful response to new forces. The target of the price range of 295,000-315,000 yuan is also clear, that is, the ideal ONE that is unique.
From the perspective of market segmentation, ideal ONE is currently the only self-owned brand model positioned in the 300,000 high-end SUV market, with average monthly sales of more than 10,000 and annual sales of more than 90,000 units. In terms of sales, it has surpassed traditional giants such as Highlander and Tuon and become the benchmark model of a six-seat SUV in the minds of many consumers, which must be admitted to be unique in the previous competitive landscape.
Therefore, for the ambitious Mocha DHT-PHEV, the ideal ONE is a barrier that must be broken, a hurdle that must be crossed. This time, the offense and defense alternate, and Weipai and Mocha DHT-PHEV became the "subversives" who wanted to rewrite the rules of the market.
Comparing the main technical parameters of the two models slightly, the WLTC 100 km feeder fuel consumption of the two-wheel drive long endurance version of mocha DHT-PHEV is 5.55L, the WLTC electric endurance reaches the only 204km in the industry at present; the comprehensive endurance is 1000+km, and the zero hundred acceleration of the high-performance four-wheel drive version is 4.8 seconds; while the ideal ONE NEDC 100km feeder fuel consumption is 8.8L, NEDC electric endurance is 188km; WLTC comprehensive endurance is 890km, and zero hundred acceleration is 6.5 seconds.
Although the ideal ONE is an extremely complex model, its success is not entirely a market mapping of product forces, and some product parameters cannot determine whether the two cars are better or worse, the differences in some major product forces are enough to show that the mocha DHT-PHEV's attack is well thought out and prepared.
Wei Pai is to give full play to the long-term accumulation of technical advantages, block in the areas that the new forces are not good at, and at the same time use coffee intelligence to cooperate in the areas that the new forces are good at, and the two lines are parallel, to complete the counterattack and transcendence of the two dimensions of sales and brand.
"Smart DHT hybrid technology is too difficult for them, so the new forces must find a track of their own." If there is not enough technical reserves and zero technology starts, it is necessary to choose the technology with a lower threshold and relatively outdated range extender, or cut from the field of pure electric technology. ”
In Li Ruifeng's eyes, technical barriers are eternal, and the long-term reserve of engines, motors, transmissions and other technologies is an insurmountable wall in front of the new forces, and it is also the strategic foothold of Wei Pai's "late strike".
Of course, Weipai's "late-mover first-mover" is not just an attempt to plunge into the hotbed of sales and scale through the advantages of technical barriers, and Weipai, which uses the strength of the group, has a more severe mission - to become a benchmark for the upward breakthrough of the Great Wall Motor brand.
From traditional car-making to new energy vehicles, from the "new generation of intelligent cars" to the "0 anxiety intelligent electric" new category, Weipai's upward breakthrough is accompanied by the subversive innovation of "tearing down and rebuilding", and there is no room for slackness.
In fact, from the performance of the pure electric endurance product of Mocha DHT-PHEV204km, it can be seen that in a sense, Weipai is consciously anchoring new industry standards and rules in the field of new energy, and the general market is inextricably linked to the brand upwards.
What's more, Mocha is not alone. If you think about it a little, it is not difficult to find that the pricing range of 400,000 to 800,000 yuan of Sharon Zhixing is deliberately making room for the price system of Wei Pai, and as the sales base of the Great Wall, the development of the Haval brand objectively also needs sufficient upward space, once Wei Pai can not resolutely rise without hesitation, it is bound to affect the healthy development of the two core brands.
Therefore, after the Mocha DHT-PHEV, Wei brand's new product matrix will be connected with the BBA short soldiers. "Positioning the brand in the high-end market of more than 300,000 yuan is a price range supported by a common product, not a single product." The synergy of the multi-product matrix can provide Weipai's exploration attack with sufficient brand opportunities and sufficient depth of market space.
Death also requires change
Schumpeterian economists firmly believe that the accumulation and breakthrough of technology depends on disruptive innovation, and enterprise change has a more complex underlying logic. Simply relying solely on brand positioning transitions and product matrix renewals is obviously unable to adapt to the high-intensity pace of innovation iteration.
In Li Ruifeng's view, if Weipai wants to win this battle to the death, it needs the entire group and every dimension of research, production, supply and sales to face users directly, and realize the multi-dimensional and all-round renewal of brands, products, channels, users, research and development, production, and technology.
Praharad repeatedly reminds consumer dynasty that the "company-centric" approach to innovation is dead. Instead, consumers will play an increasing role in creating value through unique personal experiences.
The battle-hardened giants can naturally understand the reason, but in the face of huge capital investment, lengthy decision-making chain, and complex whole-value chain management, it is difficult for many traditional car companies to turn to "user-oriented enterprises" to answer the problem.
However, in the past three years, Great Wall has drastically reconstructed the organization, mechanism, process and enterprise ecology, forming a 3.0 version of the organizational structure of "strong back office, large middle office, and small front desk". With the small front desk for users as the core, the organizational form of "one car, one brand and one company" has been formed, and several operating organizations have been created to reconstruct the business model.
At the recent Weipai internal staff meeting, Li Ruifeng and a number of senior executives of Weipai stood in front of the 8 major combat units and solemnly swore an oath, which was a vivid interpretation of the reform of Weipai's internal management organizational structure. This internal system reform has largely broken the boundaries of the original departmental business, promoted cross-organization coordination in the form of combat units, and the flexible operation mechanism has undoubtedly greatly improved the efficiency and quality of Weipai's decision-making.
The user transformation of Weipai is undoubtedly painful, the pain of changing tracks after a path dependence for a long time, and the pain of seeking a balanced development between inherent advantages and rebuilding the system.
However, when the new forces represented by Weilai are lightly armed and constantly strengthening the value attributes of their "user-oriented enterprises" with flexible and effective user operations, Wei Pai knows that even if this process is painful, it must completely change the previous change model.
Taking advantage of the listing of Mocha DHT-PHEV as an opportunity, Weipai changed the previous operation system of to B-to C, and adopted a more direct to C model, and began to build and improve the user-centered brand and service value system from the aspects of organizational model setting, service brand and model building.
Careful people may find that just a few days before the listing of Mocha DHT-PHEV, Li Ruifeng and Qiao Xinyu opened personal microblogs and frequently interacted with users. This shows that under the flat and flexible organizational structure, Weipai is relying on the APP, relying on the car machine to achieve the intelligent connection between the brand and the user, which can obtain the user's ideas at the first time and quickly solve the user's needs.
In addition, the internal assessment mechanism of the organization is also undergoing earth-shaking changes, and the assessment indicators of the past market share and sales dimension are no longer the focus of attention, but user satisfaction, user reputation, and brand health have become the core assessment standards.
The same is true for the channel system, the traditional automotive industry to the quality of business results as an assessment, to determine the future agency rights and long-term profit dividends strategy has been thrown into the old paper pile, replaced by a user-driven business policy to build, from short-term interest-driven to long-term "user-centric" management model.
"Death also requires change, if you don't change, you have to die, and you don't hesitate to die." From Wei Jianjun's crisis-filled speech to Li Ruifeng's zero-zero transformation attitude, to a large extent, Wei Pai's behavior represents the complete awakening of independent car companies in the process of transforming into a "user-oriented enterprise".
Traditional car companies want to get rid of the development path for many years is not easy, standing on the shoulders of the giant of the Great Wall, the timely transformation of strategic thinking, so that the traditional growth boundary of Weipai has been quickly broken, intelligent DHT and coffee intelligence technology blessing, product experience, brand image, service system.....Weipai's value chain has been renewed, in a short period of time from all aspects of the underlying architecture to re-build a competitive system towards the future.
You remember that at the 2019 Frankfurt Motor Show, Wei Jianjun was passionate, "Wei Pai will officially enter the EU market in two years after taking the German market as the starting point!" Two years later, Wei Jianjun did not break his word, Great Wall Motors established Great Wall Motors Europe CO., Ltd. in Munich, and WEY Coffee 01 is about to be listed and delivered in the European market.
Wei Pai's goal of "basing on China and going global" did not choose the strategic policy of "saving the country through the curve" and gradually infiltrating, but instead fell the first stop at the doorstep of the BBA with a single blow.
| Luo Chao |
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