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Producer: Electric Planet News
Author: Crab Boss himself
"BMW electric car is not as good as Weilai", "Compared with BMW, Weilai is not a latecomer"
Today is the Lantern Festival, in the afternoon of the second half of the 2022 NIO all-weather marketing workshop, Qin Lihong, co-founder and president of NIO, appeared at the venue and said so in response to questions from the media.
Of course, Qin Lihong also stressed that he did not have any intention of belittling BMW, and he also respected this brand very much.
However, in high-end new energy vehicles, Weilai and BMW are not latecomers.
Because in the field of high-end new energy electric vehicles with more than 300,000 yuan last year, according to the number of insurances, WEILAI's share in China accounted for 40.7%, of which 36.9% in the first half of the year and 44.4% in the second half of the year.
Behind Weilai is Tesla. The reason for this is that Tesla's average unit price is 240,000, and in the market of more than 300,000, sales are more than 4,000 units less than Weilai. As for BMW, there are more than 20,000 units, Mercedes-Benz is more than 7,000, and Audi is more than 2,000.
In addition, Qin Lihong also disclosed for the first time that Weilai will release a year-round delivery model in mid-April this year, that is, the Gemini, which has been rumored for a long time, officially named ES7, a medium-sized, five-seat SUV, which is also an NT2.0 model.
The competition for this model is the X5L that BMW plans to release. In Qin Lihong's view, the ES7 and X5L will be the most anticipated medium and large SUVs in 2022.
Today's article, let's talk about the big news at the beginning of the New Year, and talk about the "why" behind the statement.
Let's get started.
First, "BMW electric car is not as good as Weilai"
Such a statement stemmed from a question from a media member. The question is roughly like this: Why does NIO dare to benchmark with BMW?
"I think they have a lot of courage, BMW electric cars are not doing as well as Weilai." Qin Lihong began his own answer with such a sentence.
Perhaps worried about causing ambiguity, before listing the data description, Qin Lihong added a special paragraph, saying that he did not have any intention of demeaning BMW, and BMW is also a very respectable brand. However, according to the number of insurances, in high-end new energy vehicles, "we are not backwards than BMW."
The relevant data, we have already talked about at the beginning.
In the field of more than 300,000 high-end new energy electric vehicles, BMW sold about 20,000 units in China, and according to previous disclosures, WEILAI sold 91,429 vehicles in 2021.
Compared with the two, the gap is still relatively obvious. This is also the fundamental reason why Qin Lihong made such a statement when facing this problem.
Perhaps because this question was asked too much, Qin Lihong went on to say that Weilai has been benchmarking BBA since its inception, and at the age of three, Weilai's current situation can already see some trends and can determine some directions.
Why do you mention "three years old to see old"?
Because he remembers that three years ago, many people, whether it was the media, the industry, or investors, etc., were saying that the window period of Weilai was about to be closed, because as soon as BBA made electric vehicles, the new domestic car would be finished.
But now, this is not the case.
BMW, for example, does a better job than Mercedes-Benz and Audi. However, Qin Lihong also mentioned that last year, the BMW iX3 was reduced by 70,000 yuan. Such a large price reduction is rare in the world.
Although it seems that the competition in the future will become more and more fierce, Qin Lihong believes that "we still stand on our feet" and is currently running in a relatively high position in the marathon competition.
2. ES7 will be delivered within the year of release in mid-April
Another important disclosure of Qin Lihong today is the official announcement of the new car ES7.
At that time, some media asked About WEI's delivery target for 2022.
Qin Lihong said that this year's delivery target, he said it does not count, the supply chain said it is counted, "how much to produce and how much to pay.". Together with its sister companies, NIO will gain a foothold in a very complex supply chain environment.
He also mentioned that the NIO NEO Park, which is under construction, is the Hefei Xinqiao Industrial Park, revealing that the first NIO new factory here will be put into operation soon, which will make WEILAI's production capacity step up to a higher level.
Then, as soon as the conversation turned, he mentioned another car, "Weilai is very rare, this car is well kept secret."
Interestingly, when Qin Lihong said ES7, many people were stunned. Probably no one expected that Qin Lihong would disclose this information on the day of the Lantern Festival. Previously, Weilai internally used gemini to refer to it.
Judging from the disclosure, the ES7 is another new car to be delivered by WEILAI in addition to ET7 and ET5 this year, and will be officially released in mid-April. If you count the time, it is almost during the Beijing Auto Show.
According to the information disclosed by Qin Lihong, the ES7 will be a medium and large SUV, with five large seats, intelligent pure electricity, and the positioning between ES8 and ES6.
Qin Lihong said that the ES7 will also carry NT2.0 and do more extreme comfort. He also mentioned BMW again, saying that the ES7 will compete with BMW's X5L and believes that these two cars will be the "most anticipated medium and large SUVs" in 2022.
In addition, it needs to be said that Weilai's investment in the replacement power station.
Qin Lihong said today that Weilai has previously disclosed that the goal of Weilai replacement power stations in 2022 is to accumulate more than 1300. At the end of last year, the number was probably more than 700, which means that more than 600 substations will be built this year.
And such a high growth rate, Weilai will continue for several years, until "the experience of changing electricity is about equal to the experience of fuel vehicle refueling, and even some areas have surpassed", it will slow down.
Why?
This year is actually the second year that WEILAI has held a workshop for 24/7 marketing. I sent a circle of friends, there are friends in the industry are very curious, entrust people to inquire, what is all-weather marketing?
This made me want to use the "why" to dominate the following text after writing the above two paragraphs.
One is to talk about his understanding of all-weather marketing; the other is why "BMW electric vehicles are not doing as well as Weilai!" Make an interpretation.
The keynote speaker of today's workshop is also Wei Jian, senior vice president of WEILAI, who is responsible for user operations. During the lecture, he disclosed a number of interaction data with users in the seven days of the Spring Festival.
For example, with a global layout of 384 stores, a total of 1,107 activities were carried out in the national cattle house during the 2022 Spring Festival holiday, an increase of 63% over the week before the Chinese New Year's Eve, and 690,000+ people entered the store;
For example, during the Spring Festival, Weilai's App issued six major Topics of the New Year, such as #New Year Dress Awards, #Year of the Tiger Family Portrait Awards, #National Chinese New Year's Eve Dinner Awards, etc., with 100,000+ user participation and 10,000+ UGC;
For example, during the Spring Festival, WEILAI reported the activity of entering the store with a "full of blessings" gift certificate to exchange for Fuhu mugs or tea bags in the four seasons of the Year of the Tiger, resulting in a total of 15,000+ Fuhu mugs sent across the country; 2,000+ children who entered the store received Fuhu New Year red envelopes.
Before talking about these figures, Wei Jian said in particular that the outside world may think that this is a huge project launched from the Weilai headquarters, there is a general headquarters, and there are a bunch of people staring at it every day.
But in fact, "we just pulled through, and after less than 40 minutes of meetings, it was all over."
Because, "These are all things that grow out of the NIO system."
"Grow up" is a very crucial sentence.
Although in order to facilitate the understanding of the outside world, WEIlai uses "all-weather marketing" to take over its own work in this regard, with special emphasis on system capabilities.
For example, the official definition of 24/7 marketing is:
Based on the user enterprise model, user-centered, full-touch system marketing capabilities, relying on NIO's system competitiveness, to build a pleasant whole experience, and strengthen the high satisfaction of NIO users. Unlike traditional marketing campaigns aimed at boosting sales, NIO's all-weather marketing aims to give users a better experience throughout the process.
But "growing up" may be the key. The system grows, and even sales grow naturally.
So how to understand "growing up"?
From a technical perspective, it comes from insight into the current user relationship.
For example, as early as 2106, Li Bin once said that WEILAI is a 3.0 car company, stating the following:
"The 1.0 enterprise is the enterprise that appeared before the Internet. Most car companies such as Mercedes-Benz and BMW were established long before the emergence of the Internet, and there is no direct relationship between users and enterprises; the enterprises that appear in the Internet era are 2.0 enterprises, such as Tesla's "software-defined hardware" car-making ideas and direct sales model subvert the automotive industry, enabling users to communicate directly with car producers and car brands. In the era of mobile Internet, there will be 3.0 enterprises. It is typically characterized by a more rigorous connection between the enterprise and the user."
If you look closely at Li Bin's statement at that time, you will find two special points.
1. Use the pre-Internet, PC Internet, and mobile Internet to make a distinction between generations;
2. The difference is set on the relationship between "user" and "enterprise".
And 24/7 marketing, a core point is set on how to ensure "24/7 interaction with users".
Listen to NIO Radio during the Weilai Spring Festival, look at the topics initiated by the Weilai App, the Spring Festival activities of the Cow House, the duty of the power station, the red envelope of the charging station....You will find that compared with other car companies, and even compared with users, Weilai's willingness to interact with users is stronger and more active.
Such "strong" and "proactive" requires a lot of heavy investment in digital technology.
Feng Wei, CTO of Weilai, said in an interview with us before that everyone has seen Weilai's investment in services, but what they have not seen is Weilai's investment in the underlying capabilities of data.
Weilai officially said: "Linking users, products and services with digital experience is WEILAI's innovative and unique marketing thinking."
What are the benefits of this? It is that Weilai's users can perceive the values and tone of Weilai through products, services, etc. very specifically through products, services, etc., and quickly form an "imagination" of Weilai, or anchor the sense of high-level of Weilai.
This also includes NIO LIFE! Because, there are already a lot of Weilai car owners, very willing to wear Weilai clothes, wear Weilai's hat, carry Weilai's bag....
This is actually unusual! The psychological motivation behind it is like a programmer who is keen to wear Google or Apple's T-shirts.
Insight represents only a technical level of observation, and more importantly values.
For example, Wei Jian has said many times that becoming a user enterprise is the purpose of Weilai, not the means. That is to say, it is not to sell more cars, to do user enterprises.
Values are a very mysterious thing, and sometimes it is not easy to make people believe. Therefore, in this part, let's directly talk about the efficacy, that is why many Weilai car owners really feel that Weilai is different.
First, in the interaction with users, Weilai's people have always been level-eyed, and even as Wei Jian said, they are humble and unobtrusive.
Such an attitude makes THE TOP MANAGEMENT OF WEILAI THE MOST EASILY FOUND BY USERS IN THE GLOBAL AUTO INDUSTRY. From Li Bin, Qin Lihong, to Li Tianshu, Ma Lin, Wang Wenxuan, the city general manager of each city, down to the user's own Fellow, the manager of the local repair shop and so on.
Secondly, Weilai has few secrets.
Of course, NIO will have its own secrets, but from the perspective of exposure, NIO is also one of the most "transparent" companies in the car company.
This makes Weilai a car company that does not worry about the water army, of course, it also makes Weilai an automobile company that is easy to be negatively reported outside the system.
Because, although the Weilai App does not necessarily put the posts that users complain about and accuse on the home page, it will not delete or hide these posts.
Finally, there is symbiosis.
This includes three levels, including products, organizations and values, which are entangled and slowly grow into the current Weilai. Even Wei Jian himself became the owner of the car before joining Weilai, and the time point is around June 2019, when Weilai is the most difficult.
The above is exactly what makes Weilai, as a new company, different from the current BBA and most car companies, and it is also my personal interpretation of why "BMW electric vehicles are not as good as Weilai".
Today is the Lantern Festival, and the topic of "growing up" will stop here. Happy Lantern Festival, and I'm going to retreat.
We'll see you next time.
(End)
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