Today's automotive industry, has long been different from the past, with the outbreak of the new energy industry, more and more new forces poured into the ranks, and the three words of new forces, of course, will not only represent the "new people" who have just entered the game, but also represent the courage and thinking of the "innovative industry", in the face of the long-established automotive industry, how to innovate?
Direct operation is in recent years, hearing more and more enterprises planning, in the era of intelligent electric vehicles, with the fermentation and test of the long river of history, Tesla brand as a leading electric vehicle company, firmly adhere to the direct operation model, and Tesla CEO Elon Musk also said: "Tesla the reason why it adheres to the direct operation model is to ensure that all customers have the best experience of the whole chain from the beginning to the end."
The traditional model is about to become a thing of the past
In order to trace the new year and new atmosphere, SAIC Volkswagen released the much-watched Audi A7L model on January 1, 2022, that is, our New Year's Day holiday, before that, audi A7 has been defined as the most beautiful Audi model, the curve of the back has made many consumers and fans want to stop, and SAIC Volkswagen Audi has done a lot of "surgery" traces on the domestic A7L, which cannot be said to be changed beyond recognition, but it can be said that in order to better meet the needs of domestic consumers, it has changed the soul belonging to the A7 series.
When the A7L was listed, Jia Mingdi, general manager of SAIC Volkswagen's Audi marketing business, once set a goal for himself: monthly sales of 3,000-5,000 units, annual sales of more than 50,000; for the Audi brand we are familiar with, there may be many consumers who feel that this goal should not be difficult to complete, but behind the practice, this goal only has the possibility of "theory".
Now that it has reached March, according to the original goal, SAIC Audi A7L should sell at least 6,000 units, and after the real statistics, 316 A7L units were sold in January, and even lower in February, only 258 units were sold, and only 574 units were sold in two months; why would consumers be so cold to the previously talked about SAIC Audi A7L? Is this product really bad?
In 2022, the author in the automotive industry, heard more and more companies began to create a "people-oriented" business philosophy, people-oriented is not difficult to understand, is to consumers, users as the most priority, in product development and service concept, the user is defined as the highest, the product is only a fulcrum between the grafting enterprise and the user, only to make the user all-round satisfaction, the product can win more consumers' favor, which is also the root cause of whether many consumers will still choose the brand when buying products for the second time.
When sachinia Audi A7L was listed, Jia Mingdi, general manager of the marketing business, once said: "We must re-enter the automotive industry with the new forces of traditional strong online and offline"; but sometimes, the words spoken are like clouds of smoke, and the wind will disperse as soon as it blows.
SAIC Audi for A7L services currently have many flaws, through the SAIC Audi official APP after the payment, in the maintenance and maintenance and other after-sales links, but to rely on FAW - Volkswagen to achieve, in the face of such a "inconsistent" concept and links, compared to the original "oath" is completely unrealized, this is also the current SAIC Audi A7L consumers are very elusive "riot operation".
What is the interpretation of the new forces as "new"?
As mentioned earlier, the direct operation concept of the Tesla brand, for the Tesla brand, thousands of faces, some people feel that Tesla is the representative of the new force, and some users feel that the current Tesla brand has a very large sales data and user groups, and can no longer be called a new force; whether Tesla can be called a new force, it proves that Tesla's concept in the field of direct operation is very correct.
Mentioned above the service, I believe that when it comes to service, we have to mention the current domestic new forces frontier brand - Weilai, Weilai Automobile since its inception, in the service field, has always made many consumers praise, why there is such a great charm and influence?
In China, the NIO brand is also the adherent of the direct operation model, for the direct operation model, Weilai co-founder Mr. Qin Lihong has expressed his views: not to do direct operation can not be called a new force of car manufacturing, the way of direct operation is to target the relationship between the brand and the user, the core of competition is the user's whole experience, in the long-term relationship with the user, the user is the key to the status and success or failure of the entire brand. Regarding Mr. Qin Lihong's words, the author is deeply touched, why?
In the previous NIO DAY, the author had the privilege of participating in it, after learning about the spontaneous formation of a group and social attributes of many Niolai car owners, not only for the NIO brand, but also for the NIO culture, and spontaneously joined the services and concepts of NIO, and even in the NIO delivery center, will often see the old car owners to serve the new owners of the kind performance, and the NIO brand, why insist on direct operation?
Weilai brand because of the service, known as the automotive industry of Haidilao, Haidilao is currently one of the few brands in the catering industry that adhere to the concept of direct operation, Haidilao has a lot of branches in major cities in China, and the branch is also the Haidilao brand in the expansion mode, but in the expansion of Haidilao restaurants, all adopt the direct operation model, so as to avoid franchisees because of the different personalities and characteristics of different store owners, resulting in the lack of unity of the store. For example, if a restaurant, sales and word of mouth is particularly good, because it is too hot, there are many people who come to talk about cooperation, want to join in, the owner feels very good after hearing it, so that it can earn a lot of franchise fees, and then begin to expand stores rapidly, the major franchise stores have also opened, but a catering store is not suitable for all regions and places, after a number of stores appear different market performance, different franchise owners will have different attitudes, the business will certainly be as positive as ever, The business is dismal, and it will try to save costs, and finally there will be a brand of multiple stores with uneven levels, and finally it will slowly lose its reputation.
The automotive industry is the same, Weilai, Tesla adhere to the concept of direct operation is to want to through the direct operation model, so that enterprises and users directly connected, the traditional dealer model is more like a franchisee in the catering industry, after the franchisee joins, consumers are in communication and communication with franchisees, and the brand can not directly connect with customers, resulting in different dealers will have different attitudes and performances, different users will also have different evaluations of a brand, which is why the new forces adhere to the basic reasons for direct operation.
SAIC Audi A7L and Weilai, Tesla made a sharp contrast, from an objective point of view to analyze, SAIC Audi A7L as a well-known traditional luxury brand, and the A7 series is also a well-known model in the industry, after the listing, there should be no such performance, but the fact is that the performance is very unsatisfactory; Weilai brand as a new energy force of the late entrant, whether it is popularity and market reputation in the context of the test of time, can not compete with traditional luxury brands, But Weilai has done today's results from 0 hard, from the comparison of market performance, users are now in the purchase of products, not only to see the product capabilities, but also to consider the brand capabilities and brand affinity, after multi-dimensional consideration, will be willing to pay the wallet to buy.
Write at the end
Direct operation and traditional distribution model, just can represent the current industry's new forces and traditional enterprises, previously, the author learned that there are already a number of brands launched a new electric brand, and the future will also carry out direct sales model, direct connection to users, the real user as the highest priority of the enterprise, is to prove that the industry direct operation model has allowed more traditional brands to see the value and ability affirmation, so the direct operation model will certainly promote the development of the industry and word of mouth.
Behind the dismal saxo Audi brand, it can be more explained that the vision of domestic consumers has been more long-term, relying only on the brand wants to exist in the era of domestic glory, in the field of electric vehicles has been enough to witness, whether it is BBA's electric models, there is no good performance in the market, but many brands and products committed to the development and technology development of electric vehicles, after being seen and understood by consumers, sales performance is very good, which proves that users and brands need to treat each other sincerely.
Since ancient times, there is a saying that the customer is God, when you are alienating God at the same time, God will certainly alienate you; in this author, I would like to advise the new power brands that join the automotive industry now and in the future, have a long-term vision, can not only care about the product and ignore the user, otherwise it may also be PASSed by the user; but also to remind the so-called traditional old car companies, do not think that their many years of history and accumulation, you can sit back and relax, if you do not treat each other sincerely, you will eventually be abandoned by the user.