People who can't look at Wuling are because they don't understand Wuling's explosive rules

Time has entered 2023, and the new energy A00-level market has ushered in a ceiling.

One of the most direct proofs is that the sales of the entire A00-class market fell sharply by 39% in Q1, and the phenomenal explosive Wuling Hongguang MINI EV, which was once red to purple in the A00-class market, suddenly stalled. For a time, Wuling's explosive rule failed, and all kinds of speculation about Wuling's future were rampant.

It is necessary for brands and products to break through to the A0 level, but this is a brand with a net profit of less than 900 yuan per bike in 2022, and it is not easy to tear off the labels of "cheap" and "low-end" once they are marked; On the other hand, the "sea creatures" of friendly merchants 600 km away from Liuzhou are also eyeing the A0-class market.

However, in the first full month after the launch of Wuling Binguo, 16,383 units were sold; In early June, Wuling Binguo handed over its second report card: the cumulative sales since its listing reached 42,154 units, of which 18,015 units were sold in May, an increase of 10.0% month-on-month. This may be the only brand that has been able to break through the encirclement under the hard bar with Diwang. The alternative model Wuling Yueya, which was just launched in early June, is said to have exceeded the manufacturer's own expectations.

I have to sigh: Wuling is really still that Wuling. This ability to create explosive models has not been lost because the brand goes up. Many people attribute this ability to Wuling's excellent cost control, but in fact this is not entirely accurate.

Wuling is undoubtedly a master of cost control. "Low cost, high value" has always been Wuling's car manufacturing philosophy.

People often only understand the first half of this car-building concept. That is, from the perspective of hardware, decades of car manufacturing experience combined with the global manufacturing system allow Wuling to have lower cost, higher quality, and platform and large-scale supply system as support, which can attract a large number of excellent suppliers and enterprises at home and abroad, such as Baosteel, Bosch, Continental Germany, etc., to cooperate with the most suitable parts for Wuling products.

However, the second half of the "low-cost, high-value" car building concept is often overlooked. This concept is actually completely interpreted that cost control must be combined with accurate control of product positioning. In other words, without accurate control of product positioning, it is meaningless to blindly reduce costs. Therefore, it is not so much that Wuling is a master of cost control, but rather that Wuling is a master who is good at accurate positioning of products and has unique knife skills.

So, how to accurately position the product? Back to Wuling's famous slogan: "What the people need, Wuling will build." We often understand this phrase simply as building cheap cars. But the connotation of this sentence should be the accurate matching of product selling points and user needs, and trade-offs are made according to user scenarios and needs, such functional selling points are what users can perceive.

Take the Wuling Hongguang MINI EV, which is positioned as a short-distance scooter. The range level of 120-170km can not only control the cost of the three electric systems, but also meet the needs of most office workers with a travel radius of about 30km. Driving in familiar routes and environments, the frequency of use of these configurations of central control and car machine is not high, then use a black and white monochrome dashboard. Equipping vehicles with short endurance and short-distance travel with fast charging only increases the cost, which does not make much sense, and the user perception is not strong. However, space is what everyone pursues, so the Hongguang MINI EV's seating space and storage space are still as large as possible. This is how engineers define the Hongguang MINI EV product.

The same goes for Wuling Binguo. As a more female model, appearance is put first. Therefore, Binguo has a visible improvement in the interior and exterior design, retro style, suspended roof, dual large screen, intelligent interactive system are used, plus larger space and larger capacity battery, running far, fast charging is naturally matched. Another new car, Baojunyue, is also the same, "pure electric tide play SUV below 100,000" such positioning actually means that it is a "big toy". Therefore, Yue also redesigns and looks good, for example, the Car-Watch at the rear of the car is an alternative design. Wuling official even immediately launched the official modification, the purpose is obvious. In other respects, enough will do.

As for the 800V platform, automatic driving, ultra-long battery life, ultra-fast charging, battery replacement, etc., which are being vigorously promoted by various new and old power manufacturers at present, it seems that they have never been involved in Wuling's products. In addition to cost considerations, perhaps more because Wuling believes that these are not functions with strong perception and strong demand by users.

On the contrary, when the user said that he wanted a Hongguang MINI EV convertible version, Wuling really met the needs to make such a convertible version; When users asked whether Yue could also have a range extender version, Zhou Bin, vice president of Wuling Brand Business Department, seriously discussed the feasibility of after-loading range extenders with netizens on the Internet. Many car companies say that they should listen to the voice of users and create products with users, but they may not be able to achieve Wuling in the integration of knowledge and action.

Therefore, Wuling has never been the idea of "wanting, wanting, and wanting", but must accurately make trade-offs according to user scenarios and needs. Only by controlling costs based on this idea is it in line with the concept of "low cost, high value". Therefore, people who watch the excitement will always think that Wuling's car is not here, that is not, shabby, and people who really buy Wuling and understand Wuling's car building ideas will feel that Wuling's car is super cost-effective.

This is Wuling's explosive rule, even in the post-Hongguang era, Wuling's explosive rule has never failed. (Text/Youshi Auto Old Cannon)

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