Dialogue with Qiao Xinyu: the user is the product manager of Wei brand, and zero anxiety defines luxury

The automobile industry can break the circle of marketing IP Not much , Go across G318 Of “ In this life, I will drive the Chinese Wei Dynasty ” Count one .  

6 month 21 Japan , Wei brand has once again polished the marketing that has been covered by the epidemic IP,“ In this life, I will drive the Chinese Wei Dynasty mocha DHT-PHEV Wisdom and action G318” The ten thousand mile trip officially started in Hangzhou . Star yard learned , This time, G318 The total number of participants is close to 400 people , Some of them come from all over the country 60 Name Mocha DHT-PHEV user .

In the past three years disturbed by the epidemic , Wei Pai has fallen , There is reflection , More action . Initial acquisition 3 year 30 After the achievement of 10000 vehicles , Wei brand has encountered unprecedented challenges in building luxury brands . With it comes electrification 、 Intelligent trend , It makes this challenge more difficult .2019 year , Wei Jianjun established Wei brand as chairman of Wei Pai company “ User brand ” Development direction and train of thought . Over the past two years , Wei brand has experienced a new product matrix 、 New category development 、 Independent brand operation and electrification transformation , Step by step, build a brand value foundation that conforms to the trend of the times .

Before this year 5 month , Wei brand has sold more than new cars 1.9 Thousands of cars , Year-on-year growth 4.49%, Gradually move towards the recovery track in the process of electrification .

Who defines luxury ？

from 2019 Year to 2021 year , The decline in sales of Wei brand proves , Luxury products do not equal luxury brands , The top-down product definition of traditional car companies is no longer in line with users' value imagination of new luxury . contrary , Wei to 、 Ideal and other new car brand products , But it can be widely recognized by users , If Wei Lai still has service value blessing , The ideal is to conquer users purely by product definition .

For Wei pai , How to define the product ？ Wei Pai CMO Qiaoxinyu's answer is user . In his opinion ,To C It is not the patent of the new forces , Wei Pai wants to To C Ability becomes the long board of the enterprise . at present , Wei brand is based on a new brand positioning , And will open a comprehensive TO C Innovation and change , The current focus is on user operation 、 Marketing channels 、 Three dimensions of organizational model .

Wei Pai CMO Qiao Xinyu   

According to introducing , Wei brand executives are beginning to face users , Let users be Wei brand “ The product manager ”, Realize user co creation . Next , WeiPai management 、 Technical level and other posts , Will be posted on Sina Weibo one after another 、 wei APP、 Microblogging 、 You know 、 Forums and other platforms open executive accounts , Build the ability of executives to directly connect users , Create a social media platform to communicate with users , Establish full trestle depth To c system .

What makes qiaoxinyu feel most , A user wrote to Wei pai 5000 Word suggestion ,“ We cherish this very much , And set up special projects for research .” So , Wei Pai will convene a representative user organization roast conference , Sincerely listen to the professional opinions of users , And push it to the technology center and Service Center for feasibility study and project approval , The future will be in APP In a transparent form , Open project number and internal progress to users .

Marketing channels , Qiaoxinyu also said , Wei brand will restructure its brand 、 The relationship between channels and consumers , Make full use of the coverage of existing channels 、 Terminal service capability , Continuous innovation to increase user contacts , Realize the direct connection between the brand and users , Where are the users , Where the channels are open , Efficient direct access to users ; The channel layout of Wei brand in the future is “1+N” Channel layout mode ： WeiPai's future channel services will achieve a qualitative leap , In the mode of direct partnership , Gather the best marketing service resources in the whole society to serve Wei brand users .

It can be seen that , WeiPai is not only promoting electrification transformation at the product and marketing levels , The whole brand management concept and enterprise operation system are also undergoing in-depth changes , Everything is user centric , Keep moving closer to household enterprises .

Where is Wei Pai's imagination ？

Although Wei Pai before this year 5 The sales volume increased in January , But this does not mean that Wei Pai has got rid of the development dilemma . On the contrary , The tank brand operates independently and takes away the high-end off-road market 、 After the establishment of the salon brand and its separation from the luxury pure electric market , Wei brand has encountered the same doubts as link brand , That is where the imagination of the future of electrification lies ？

actually , It is not only the construction of Wei brand household enterprise system that can bring full potential to the enterprise ,PHEV The market is not as small as the public thinks . Qiao Xinyu said ：“ Since the second half of last year PHEV The sales growth has obviously outperformed the sales growth of pure electric vehicles , Take the more mature Western European market as a reference ,PHEV And EV The proportion in the new energy vehicle market is 4:6, At present, China is 2:8, in other words PHEV The market potential is huge .”

at present , The domestic hybrid vehicle market is growing exponentially . It is fully rolled out in BYD DM The 2019 year , At home PHEV The scale of market sales has just been completed 20 A breakthrough of 10000 vehicles ;2020 In the year , The sales volume of this segment is only 25.6 Thousands of cars ; Get into 2022 year , Data display of CAAC , Before this year 5 Month domestic PHEV Model sales reached 41.6 Thousands of cars .

In the Great Wall lemon mix DHT、 BYD DM-i outside , Geely Raytheon power Hi-X hybrid 、 GAC giant wave hybrid 、 Chery Kunpeng hybrid 、 Dongfeng Mach twin engines MHD, And the subsequent mass production of BAIC Magic Cube DHT And SAIC hybrid technology , Will launch new products in batches . Wei Pai, who entered the luxury market early , Will become the leader in this segment .

Next , Wei brand will rely on long endurance intelligence DHT PHEV framework 、NOH Advanced intelligent driving assistance , Continuous optimization and upgrading , Create richer “0 Anxiety intelligent motor ” Product matrix . Qiaoxinyu revealed ,7 month , Wei Pai will launch latte DHT-PHEV, Then there is a six seat SUV C01; Yuanmeng and another compact retro trendy car will also meet with consumers soon , There will also be MPV product .

On the global market , Wei Pai is also fulfilling Wei Jianjun's bold words .2022 year , Is defined as “ The first year of overseas strategy ”, Wei Pai has officially started its journey into Europe . According to introducing , Wei pai in this year 4 In January, the user appreciation meeting in ten European cities began to be held , At present, Munich has been held 、 Frankfurt 、 Stuttgart three stops , Subsequently, the establishment of Wei brand experience center in Berlin will be completed , Achieve German customer handover . Qiao Xinyu also revealed , Wei Pai will be released at this year's Paris Auto Show COFFCE 02（ Domestic lattes PHEV edition ）, At the same time, it will also appear in six SUV—C01.

Not hard to foresee , Let users be product managers , It will become a company that takes user experience as the only standard “ New strength ” Enterprises , And in the domestic and even global luxury car market , Launch a powerful impact on traditional luxury brands .