The centenary car is undergoing unprecedented changes. Have you ever wondered what is the biggest challenge facing car companies in the face of the increasing intensity of software-defined cars?
On April 17, at the 2021 Waterdrop Auto Dixingren Conference, Wu Weiqiang, founder and CEO of Waterdrop Automobile, gave the answer: not electrification and intelligence, but from the B2B2C model of "main engine factory - dealer - consumer" to the B2C2C model of "car companies - key C - ordinary users".
In this regard, the author deeply feels the same way, and there are similar assertions. Interested partners can check the article "Those "dead" car companies released by the Car Economic Society on September 4, 2020, what you lack is not users, but the ability to operate users".
The marketization process of reform and opening up for more than 40 years has completely solved the problem of product supply. As a large commodity, cars have gradually entered thousands of households. Nowadays, the manufacturing end and the product side are becoming more and more homogeneous, and people's consumption concepts have quietly changed. The car is not only a necessity for people to travel, but also a way of life.
Before the advent of the Internet, most car companies were brands that did not face consumers directly, but designed and manufactured cars, wholesaled them to dealers, and sold them to consumers. Since then, users have been thrown into the ocean - to find their own insurance companies, to find repair shops, to find modification shops, in short, to do a lot of things that they are not good at.
After the advent of the Internet, the automotive industry has undergone a lot of changes. Many auto websites and auto e-commerce are based on the Internet, and brands have begun to promote and promote frequently, but the upgrade with users is still in the 2.0 era.
With the rise of the mobile Internet, the 3.0 era of the automotive industry is coming.
In the future, the functional experience of the product is equivalent to the foundation of the house, the user is still concerned, and it is necessary to lay a solid foundation, and the core of the automotive industry has evolved to redefine the user experience and operate the user in depth, which is like the decoration of the house.
The great change in the automobile in the past hundred years is that technology has changed, but at the root is that people's hearts have changed. Different times, different business models, the core of the future operation of car companies will be the operation of users, from the "God perspective" of the product era to the "user perspective" of the new era. If you cling to the "product era" and lose the ability to operate users, the consequences will be unimaginable.
This is the new standard of enterprise value judgment in the "user era", factory, land, equipment, inventory and other assets do not represent the assets of car companies, and the user * user value will redefine the assets of car companies. Turning the "once-in-a-lifetime" trading relationship into a "once-in-a-lifetime" fan relationship will be the core of future user operations.
When it comes to "user perspective", we have to mention the water drop car. In terms of operating users, Waterdrop Auto has its typical approach. In the unprecedented transformation of the user ecosystem, the key C is the bridge facing the user.
At the event site, Waterdrop Auto released the Waterdrop Live Creator Alliance Galaxy Development Plan, and simultaneously announced the Waterdrop Live Creator Alliance Annual C-bit Live Broadcasting Award.
McN is a platform for practicing the role of a bridge, and after years of deep cultivation, this organization has now been upgraded to the Waterdrop Live Creators Alliance, with the support of hundreds of media, small town guest officials and youth media camps.
The concept of "small city passenger official" emphasized by Waterdrop Automobile is not KOL, nor KOC in the traditional sense, but city car enjoyment official, small city cargo official, ecological mass creation official, which is really facing the user's KOL and KOC.
With the influence of localization, the "small city guest official" will call the brand's voice strength. They understand the local ecology and needs, can create more derivative ecology, and become the key opinions in the consumption decisions of fellow villagers, relatives and friends.
Not only that, Waterdrop Auto is also committed to shaping a subversive, penetrating and interactive new communication ecology, paying special attention to grasping young people and grasping the future. At this Shanghai Auto Show, Waterdrop Automobile organized a youth media camp to interview emerging consumer groups, talk to leaders in the automobile industry, and use the voice of Generation Z to explain youth thinking.
In addition, Waterdrop Auto has also changed the evaluation standards of automotive media, and it is also based on user-centered evaluation. This can be seen in the evaluation system: 30% of the actual measurement, 20% of the professional media rating and 50% of the owner or passerby experience.
There is no doubt that the real evaluation of users is the most weighty, and it is also the most important thing in the selection of water drop cars. After careful professional testing and the real voice of hundreds of car owners, the "Drop Star Award" WaterDrop Car 2021 Annual Car officially surfaced.
Interestingly, the Di Xing Award has a total of "three walls and four elephants", including Tianshiyuan, Ziweiyuan, Taiweiyuan, as well as East Canglong, South Suzaku, West White Tiger, and North Xuanwu, which are awarded to models that represent the trend of future life, occupy the minds of consumers, create new categories, new rookies, the highest market heat, the best results, and the most technical strength.
Pentium T55, Geely Xingyue L, MG Cyberster, Xingtu Lanyue, Trumpchi Shadow Leopard, Changan UNI-K, the new generation of X-Trail, the new S-class sedan, Toyota Asia Lion, Tank 300, Lantu FREE, Polar Fox Alpha S and other 50 models won this year's Drop Star Award.
Write at the end:
In the era of mobile Internet, with the development of 5G and AI technology, the core competitiveness of the automotive industry has changed. Operating users will become the core competitiveness of an enterprise, and users will become the most core assets of enterprises.
Waterdrop Auto conforms to the development of the times, adheres to the company of users, builds an automotive content ecosystem with the young generation of "Internet natives" as the core, and creates a live broadcast, intelligence, dare to answer, information holographic dissemination ecosystem, which will change the existing communication ecology, efficiently link users and platforms, users and brands, users and users, and realize the value upgrade of the vertical platform of automobiles in the era of mobile Internet.
Looking forward to the water drop car getting better and better, looking forward to the next drop star award, looking forward to the Chinese car more and more wonderful!