Written by | Zhao Lingwei
Editor| Yang Guang
Produced | Automotive Sankei
Musk wants to buy McDonald's and Coca-Cola, probably like Wang Yibo learning French in his spare time, the show component is greater than everything.
But the former is only one foot away from creating "the highest cultivation of a KOL" - buying the world's largest social platform.
After all, whatever he tweets can make Tesla's stock price feel like it's being possessed by a spring, and even instantly bring the infamous Dogecoin.
The mouthless Musk and his disciples are the "party queens" of the entrepreneurial army that rises and falls again and again. And traditional carmakers are also reluctant to continue to exercise restraint and are trying to fit into this future party.
Seeing the various sweetness of passionate wheat, the entire automobile circle seems to be caught in a strange circle of "only surprising words will build smart electric vehicles".
NO.1
[ Game of Individual Heroism ]
The concept of smart electric re-sorted the automotive industry, almost all brands are flattened into the same "leaderless group", and the performance desire and expression ability of the Leader role have become the key qualities of the first beat.
When being able to speak eloquently equals a smart car, some CEOs start to go crazy.
Li Bin "has the confidence to fight with the BBA", Li wants to be grumpy about "a group of users who don't understand technology at all", He Xiaopeng is faced with a warehouse of liquor, worried that "in May, the country will not be able to build a car".
In the face of the car circle descendants who do not talk much about martial arts, the traditional car companies "he is anxious".
Wei Jianjun, chairman of Great Wall Motors, threw out the view that "What Li Bin and Li Xiang are best at is not technology, one is good at user communication, one is good at products, and He Xiaopeng is good at software from the Internet."
Since the boss has taken the lead in expressing his attitude, the tough will naturally "kill crazy".
Auto Industry and Economics learned that Weipai CEO Li Ruifeng said in an internal meeting, "The press conference will create a feeling of 'Li Ruifeng is crazy'."
It is said that Li Ruifeng likes this setting very much, and judging from his words and deeds, he is also really trying to operate -
He said, "The construction of Internet user personnel masks the lack of technology." Playing with your good and covering up my embarrassment. Building a car is not a noun. Simply change the backward technology to a package, and the era of cutting leeks is gone. ”
"Charge for an hour, queue up all day." Go out for a day trip, seconds to recharge the tour. ”
Fearing luxury brands, he said, "the transformation of traditional luxury brands is too slow, the value output is single, always using the old luxury standards, standing still, and forcibly continuing to live by nibbling on the old." ”
Previously, Wei brand CMO Qiao Xinyu also opened a wheat on Weibo: "The new forces are more like using cars as mobile phones, only doing what they are good at or the most superficial things (such as UI, software), and then frantically spending money to use the so-called 'new' to make consumers blind." When the new forces spend their budgets on marketing, we do spend it on research and development."
The "true temperament" that emerged from the car circle did attract attention, so that the executives who have always been hidden in large companies saw another possibility.
Regarding the BBA, Liu Tao, co-CEO of Zhiji Automobile, also said in a recent interview, "I think it is more tragic to spend more than 400,000 BBA users."
At the other end of the battlefield, the leader of the battle is Huawei's executive director, terminal BG CEO "big mouth" Yu Chengdong, he admitted in the interview, previously for the new car brand to ask the world AITO set this year's 300,000 units sales target can not be done at all, the first year to be able to do 100,000, 200,000 units is already a miracle. But he quickly followed up with a sentence that Huawei will definitely help those car manufacturers that work closely with them to become the first in China and then the first in the world.
The next day, Lantu CEO Lu put on Weibo to connote Huawei:
After a long period of time, the sudden "true temperament" has risen, and it is inevitable that the outside world will be chased by the wind and shadow to analyze the purpose behind it. And if Yu Chengdong said something similar, public opinion mostly stopped at "he drank too much."
However, their utilitarianism is indeed too obvious. If you look at the time when the top management of the car company opened Weibo, it is accompanied by the iconic event time of its brand.
There are also early play, such as:
@Yang Xueliang victor is currently the senior vice president of Geely Holdings, with a total of 21,147 weibo posts and 400,000 followers;
@Tan Benhong_Changan Automobile is currently the chairman and CEO of Avita, and his last Weibo message stayed in December 2014.
Look at the side of the new forces:
Among the three musketeers of the new car, only He Xiaopeng still has all his microblogs open. He moved to the platform in October 2011, and for a long time since then, he has been sharing his entrepreneurial experience and thoughts on products and industries.
Their long-term management of their own people, so that even if they start a cross-border business, brand building is not from scratch, but early in the morning hung up the founder's name bonus, becoming a star seed.
Nowadays, the "elderly in the traditional system" also needs to stand at the forefront of the brand, face users and attract traffic. I have to admit that this is a step for traditional car companies to go out of the circle, and it is also a choice that is forced to be helpless.
NO.2
[The dilemma behind "madness"]
It is not so much that traditional car companies are difficult to integrate into the context of young people, but rather that they are trapped in this era.
This time it was indeed Musk's hand that moved first.
When Tesla involuntarily broke into the car market, Chinese traditional humility and introversion became the enemy of brand marketing.
Musk reconstructed the product logic with "first principles", and at the same time, several of the top leaders in the Wave of Internet Entrepreneurship risked their murderous spirits to enter the then Wentn's automobile industry. Outside, contemporary consumers have been trained by various new species to quickly embrace new things.
Challenging rule-makers on the home of others, it is difficult for traditional car companies to show their fists.
In terms of hardcore sales, Weipai ("WEY") fell all the way after achieving an all-time best of 139,000 units in 2018. At that time, Lu Fang had just joined Dongfeng Motor and began to draw "Lan Tu", and that year was also the moment when the delivery of new car products began to become a hot topic.
Regarding Lu Fang's opening of Weibo, Lantu insiders told Auto Sankei that "we must keep pace with the times."
In the eyes of the outside world, the new brands created by some traditional car companies have been lackluster in marketing, the private domain traffic cannot be leveraged, the public domain traffic is too strong, and the marketing and products are not seamless, so the heat subsides prematurely into the flat.
It can be said that the madness of the CEO of a traditional car company is an attempt at private domain traffic.
As a result, there has been a subtle change in the public opinion position of the old and new forces. Latecomers are good at stirring up traffic, and traditional car companies are bent on "wine, deep alleys, and stupid mouths".
Roll back, starting with the CEO falling into "madness." In fact, in such a magical reality, we also see the meaning of the determination of traditional car companies to transform.
From this point of view, it can be seen that their starting point is to take the initiative to meet changes.
Especially Lantu, Avita, etc., the background of central enterprises needs greater boldness to take this step. Therefore, it can be seen that in the organizational structure of their respective groups, whether it is Dongfeng or Changan, they have created more space for Lu Fang and Tan Benhong (CEO of Avita Technology).
And Li Ruifeng, more like being forced to save himself under difficult circumstances, expects to use magic to defeat magic and stage a cannon.
In the 2.0 stage, Weilai is more volume.
Li Bin rooted the concept of "user-oriented enterprise" in the car brand, and the user became the foundation of everything. This car, traditional car companies scramble to keep up.
From the development of the APP, to the offline with the owner of the flower arrangement, making coffee, the process has gone through, or can not reach the super high sense of belonging of Weilai fans.
NIO DAY car owners perform "Self-cultivation of electric vehicle owners"
Weilai and Musk have been analyzed to transparency today, since they are difficult to be copied, then the traditional car companies should not know more about themselves, on their own home field to swing, "rolled" friends.
On the one hand, they insist on reverence for car manufacturing, which is a long board that traditional car companies must keep in the long run; on the other hand, they have to rush to understand the logic of practicing intelligence and user thinking.
In addition to the technical pillars such as lemon platform and hive energy, the Great Wall is also the first to play the user co-creation model of the whole network to collect names; the first step of Lantu, which bears the upward trend of Dongfeng's own brand, is also very stable; the cooperation with Huawei has allowed Jihu to harvest traffic and intelligent vision...
As the cool-off Liu Yu said, "Like us, traditional enterprises are driven by the system, and the power of the individual is to solve the problems of resource allocation, productivity, and organizational system construction, so the personal image does not need to be shaped." I am a practitioner of the automotive industry, and it is easy to learn (new forces) to apply to the east."
Whether the product positioning is accurate, whether the soul is in the hand, whether there is the courage to transform, whether the top and bottom are consistent... Solving these problems is far more important than playing by the rules of others.
NO.3
[Written at the end]
Traditional car companies are very depressed, deeply trapped in the embarrassment of holding ancestral technology but having nowhere to go, while envying the new forces are all mouths, but "concubines" are really unable to do it.
Then again, isn't it really a bad brand without a mouth cannon? Wuling Hongguang relied on the precise positioning of MINI EV to catch fire, ANDD is likely to become the only traditional car company to increase sales in April...
The crazy era of mouth cannons is nearly over, and traditional car companies see their shortcomings in the bombing field, and it is of practical significance to rush to make up for it, but they forget that the highlight of the new forces lies in whose longboard is longer.
In fact, no one really expects the Great Wall and Dongfeng to win this empty line by mouth, and rather than watching the lively, they want to see them use the hard results of products and sales to give the new forces a sliding shovel.