Wu Yingqiu: At present, it is the best time for the brand to be high-end| a long shot of Su Yunong

Lately, Weipai Mocha has been very hot. Originated from the launch of a new MOCHA DHT-PHEV car. More because the media hyped up the "drunken truth" of Wei Jianjun, chairman of Great Wall Motors, and the "full firepower" of Weipai CEO Li Ruifeng in this new car listing activity: many Internet cars, new forces to build cars, and even traditional luxury high-end brands, they did not really solve the anxiety for users. Even new anxieties were created!

"0 anxiety" should be the most targeted card played by the new owner of wei brand mocha DHT-PHEV. What is anxiety? From Li Ruifeng's speech, two meanings can be seen: one is the anxiety of the electrification range; the other is the intelligent anxiety brought about by the lack of intelligent technology level. The solution given by Mocha DHT-PHEV is: long endurance PHEV (204km ultra-long pure electric endurance) and intelligent DHT hybrid technology. From the perspective of consumers, these two points can be said to be leading in the current market in terms of performance indicators and description logic.

It can be seen that the debut of Weipai Mocha DHT-PHEV is full of "confidence". The difference is that it appears in front of people as a challenger, which is a little more explosive than every product appearance of Great Wall Motors in the past. Around the listing of this new car, under the series of noises before and after, it is obvious that people have a feeling: the Great Wall Motors are full of unconvincing energy up and down. Moreover, this gas has been held for a while, and finally took the opportunity to vent it today. Naturally, there is also what some people think is "high-profile".

I understand very well the mentality of the Great Wall Motors side today. On the one hand, for some time in the past, in the eyes of some people, the Wei of the Great Wall was no longer good. The road to high-end did not go through. This put Wei Jianjun and his Great Wall Car under inexplicable pressure. On the other hand, in recent years, brand high-end has been all independent car companies are working hard, especially the new car-making forces "step to the sky" stood on the 200,000 yuan, or even 300,000, 400,000 yuan of steps, has become a target object sought after by many people, and as the earliest explorer of high-end, Great Wall Motors has dropped a "big early catch a late set" evaluation. Such a thing is not pleasant to anyone.

Great Wall Motors has always thought of "having something to say". The arrival of the MOCHA DHT-PHEV gave them this opportunity. It can be said that now is the best opportunity to take the "microphone" in your own hands. In my opinion, this time, the timing of their voice is right, and the point they are looking for is also accurate. 0 anxiety will definitely touch the hearts of many consumers. But we can't just understand it as a selling point for mocha DHT-PHEV. The core purpose of Great Wall Motors is to prove their high-end road and establish Weipai's market industry position.

Released in 2016, Weipai is the earliest representative of the high-end of China's own brands. In particular, it is named after the surname of Wei Jianjun, the founder and chairman of Great Wall Motors, which has attracted countless attention for a while. In the past 6 years, there have been various discussions and evaluations. But inside Great Wall Motors, they define three stages of development themselves. Brand 1.0 era: VV series, the main competitors are first- and second-tier joint venture brands, as well as independent high-end brands such as Lynk & Co and Hongqi. In 2017, the first model, the VV7, was launched, priced at 167,800-188,800 yuan. Sales hit a brand high in 2018, up 61.4% year-on-year to 139486 units. Brand 2.0 era: coffee series, the main competitors are first-line joint venture brands, as well as independent Lynk & Co. Hongqi, Changan UNI series, etc. In 2021, the brand positioning and product strategy will be adjusted. The tank series is separate from the brand. Ushered in a new product lineup. Launched a coffee series, including Mocha (2.0T+48V), Macchiato DHT, Macchiato DHT-PHEV, latte DHT four products. Brand 3.0 era: "0 anxiety smart electric" new categories, including SUVs, retro, MPV three product lines. The price has risen to 250,000 or even 300,000 yuan. Mocha DHT-PHEV is the representative product of this era. The main competitors are the new forces of head car manufacturing, as well as the traditional luxury brands represented by Mercedes-Benz, BMW and Audi (BBA).

Obviously, the goal and idea of building a high-end brand with Wei Pai as the core of Great Wall Motors is very clear. What they need now is an external sense of identity. Especially at a time when some new car-making forces have come to the fore, in what way will the high-end road of Great Wall Motors be transmitted to the outside world? New thinking is needed for them. From the launch of the MOCHA DHT-PHEV this time, we have seen some changes in them.

Under the current situation, it is meaningless to say that the right and wrong of the high-end of independent brands are no longer meaningful. It must be said that now is the best time for independent brands to high-end. In other words, Great Wall Motors took the lead in starting high-end in that year, and from the perspective of internal conditions, it may be possible, but external factors and environment are lacking. No matter how well you do it, you just lack a sense of identity. This is the biggest obstacle to the high-end of independent brands. In the past, everyone said that this was a matter of brand identity and it would take time. When I think about it, I always feel that this answer is not so simple. Mercedes-Benz has been born more than 130 years ago, and other mainstream traditional brands are also in the past century. Take the time to measure the brand and talk about the opportunities for latecomers? Today, the new reality negates the original answer. Don't talk about Tesla, let's say that people often say "Wei Xiaoli" which does not show people with high-end? What's more, the "Gaohe" listed last year was priced at 800,000 yuan. From birth to the present, these companies have been shorter than the time for Great Wall Motors to launch the Wei brand, but they have not affected their "high position". From this point of view, time is not needed, timing is more important. This is also one of the reasons why the Weipai Mocha DHT-PHEV listing has made such a big move. The opportunity must not be lost, and the loss will not come again!

What is the timing? In the past, we used to say: thick accumulation and thin hair, water will come to fruition. There is nothing wrong with this view. Today, the rapid growth of independent brand cars, including Great Wall, Geely, BYD, Chery, Changan and many other independent brand competitiveness has entered the joint venture brand circle. In the new automobile era, the intelligent and digital technology of Chinese automobiles has led the world. We do have the conditions and foundation for the brand to rise. However, if you still use traditional thinking to promote high-end, and use time cost to calculate the goal of high-end, this is a mathematical problem that is difficult to balance. High-end, we must have new thinking! Find new opportunities under new thinking.

What are the new opportunities under the new thinking? In the Internet era, the characteristics of de-branding and decentralization are the best opportunities for high-end automobile brands. This car world is no longer just the era of Mercedes-Benz, BMW, and Audi. Over the past period of time, the word "defining" the automobile has been repeatedly mentioned, and it shows that the car is new. New concepts, new technologies, new products, new models, new methods, new experiences. It's up to the user. For enterprises, finding new "tracks" and "spaces" to resonate with users is more important than doing anything. Why so many people agree with the emergence of new car-making forces is that they are new. Although they still have such and such criticism from the outside world, it does not affect their image in the minds of young consumers. Obviously, such a new phenomenon, Great Wall Motors is seen. All they're doing now is putting themselves on a new track and starting over. Li Ruifeng said that this is a self-subversion and self-revolution of Wei Pai. One of the important implications is here. Compared with the time accumulation disadvantage of the new forces of car building, there is also their own determination to run to the new track. This time, the listing of Mocha DHT-PHEV, if you want great wall motors and Wei brand not to be high-profile, you can't do it!