TU-TESL

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Only by going deep into the grassroots can we find the most real voice and touch the real appearance of China's car market. Yes, although the Spring Festival holiday this year is a little special, but in the wechat communication with many relatives and friends, the author still felt the intuitive feelings and views of the vast number of third, fourth and fifth tier consumer groups on China's car market. Take the hot new energy vehicles in recent years as an example. When talking about this topic, we all spoke out our pain points. "I originally wanted to buy a new energy vehicle, because the travel cost is very low, only a few cents per kilometer, which is one tenth of the fuel vehicle. However, the price of the model in the photo is nearly 200000 yuan, and the inconvenient charging and low maintenance rate make you cancel the purchase idea. " It is true that, although the words are sharp, they are the voice of the people. In this way, how to solve the doubts and pain points of consumers has become a challenge that major mainframe manufacturers must face. Interestingly, as the head car enterprise of the new force of car building, recently launched a new car purchase called "light in and easy out", which is expected to break the above pain points of users in the eyes of the insiders. And from the macro level, it will open a new retail era of "hardware + service" in the whole automobile industry. The new concept of buying cars put forward by Weima is called "light in and simple out". A lot of key information can be released from the keywords of "light" and "simple". The so-called "light" means easy, that is, to reduce the purchase cost of consumers. First, let's look at the traditional car purchase mode. Whether it's high down payment and low monthly supply or low down payment and high monthly supply, it's actually the relationship between one and the other, that is, users have to spend a lot of money before and after, and the cost of car purchase is always high. As for Weima's "light in" concept, users can have the Weima EX6 plus 400 light sharing model with a price as low as 94900 yuan and a half price after comprehensive subsidy of 189900 yuan. In this way, it brings two levels of "shock". First, compared with the same level of models, the 94900 yuan Vemma EX6 plus 400 stands out from the rest, because it has a 4.8-meter vehicle length, 400 km NEDC mileage, only 35 minutes from 30% to 80% and the industry's first thermal management 2.0 black technology, achieving 20% energy saving in winter. Compared with the competitive products such as ES6 with a sales price of 3580-548000 yuan, the product price ratio is obvious. Second, compared with traditional fuel vehicles, the RMB 94900 Weima EX6 plus 400 makes high-quality vehicles have great killing power. In addition to the above-mentioned hard core strength, the Vemma EX6 plus 400 also has the intelligent security technology configuration and excellent interior quality that young people like, even compared with more than 300000 joint ventures or luxury SUVs. Take the living engine developed by Weima as an example. The living Engine 2.0 system, which is installed on the EX6 plus, is the first to create six intelligent scene mode experiences in the industry. Calling the scene name directly can trigger the function linkage of software and hardware series. For example, in the most urgent "air purification" scenario that users need at present, just moving the mouth can trigger the automatic combination and adjustment of multiple functions in the car to realize the scene demand of clean air in the car as in northern Europe. Compared with young people's previous experience of using cars manually and item by item, EX6 plus has obvious advantages in intelligence and convenience. The so-called "simplicity" refers to the simplification, that is, a series of things that users face after buying a car, such as charging, follow-up maintenance and so on, are all simplified, so that users can really enjoy the fun brought, rather than worry about a lot of things at present, but anxiety from the heart. In detail, users can choose two travel packages of 0-1500km and 1501km unlimited mileage according to their monthly driving mileage, which makes the user's monthly fee as low as 1599 yuan (about 53 yuan / day), even if it is capped, it is only 2099 yuan (about 66 yuan / day). For small partners who need to pass through the city every day, it can be said that the more they drive, the more they save. Then look at the exit mechanism that users care about. The contract takes two years as a cycle and can be signed for up to six years. After expiration, users can buy it out, renew it at a more favorable price, or buy it back with the official value preservation of Weima. In this way, users will undoubtedly be reassured. The new concept of "light in and easy out" for the new energy vehicle market excited by the powerful empowerment is actually the same as the new retail model put forward by many Internet giants such as bat, but Weima integrates hardware and services to better take root and sprout in the automobile industry. From the perspective of consumers, the arrival of this new mode greatly reduces the cost of their purchase, especially in the past two years when the overall economic environment itself is stagnant, which can further stimulate consumers' purchase desire. As can be imagined, novel coronavirus pneumonia is a big threat to the market. At this time, Weima's new retail model is just like a timely help to restore their confidence in buying cars. For Weima itself, the new concept of "light in and simple out" car purchase has opened a good beginning for its journey in 2020, which is expected to further consolidate its position in the head of new forces in car building. However, in my opinion, the more important significance of this new concept is that it has a long-term impact on the whole new energy vehicle market and excited the whole industry. Looking back at the just past 2019 new energy vehicle market, along with the gradual decline, many people's desire to buy cars has been watered down. In addition, Tesla, the "barbarian", has made the new energy vehicle market complex this year. All practitioners in the industry are facing difficult tests, with a heavy "mountain" on their heads all the time. However, with the advent of the Weima model, efforts are being made to flatten and remove the "big mountain". It's true that given the size of the "big mountain", Weima can't say it can be done in a short time, but at least it gives a positive signal to the new energy vehicle market. A good start is half the success. As long as we put our efforts into it, a single spark will eventually start a prairie fire. Because of the strength, the hard core power can break the situation. Maybe a lot of small partners will ask why Weima can become the "first crab eater" with so many new forces of car building? First of all, it is inseparable from Weima's own hard power. Take the core three electric power of pure electric vehicles as an example. Du Ligang, its co-founder, established the predecessor of Weima as early as 2012, specializing in the research of "three electric" system. After that, Weima has built the talent system of the whole industry chain. At present, the team size has exceeded 3000. Among them, the number of R & D personnel has accounted for more than 30% of the total number of the group, and the proportion of software and hardware talents has reached 1:2. It is all these that ensure that the quality of Weima's products is excellent and guaranteed. In addition to product strength, it is also related to the personality of this car enterprise that "does not play the card according to common sense". As we all know, Weima chose to build its own factory when most of the new car building forces said that the OEM mode was the best choice. Although this road is doomed to be a lot of hardships, compared with the risks and uncontrollability of OEM, Weima finally came over and became one of the few models of mastering the autonomy among the new forces of car building. It can be seen from this that Weima is often the most cost-effective way to choose. It would rather spend more energy than make the quality of the car solid. Therefore, in its corporate philosophy, the word "user" has been put in a very high position, and it is precisely based on this highly responsible attitude towards users that the new concept of "light in and simple out" car purchase has come into being. In addition, the smart travel ecosystem built by Weima is indispensable. In recent years, Weima has been deeply involved in the new energy vehicle market. It not only makes its products very solid, but also makes users' follow-up vehicles more convenient. For example, the new retail channel network that Weima has been laying out has reached 186, covering 111 cities across the country, and the contact points have reached the third and fourth tier cities. Of course, Weima is also the first group of pioneers and practitioners in the new force of car building, which undoubtedly makes the miscellaneous car purchase procedures easier and more convenient. Another example is the cooperation with 12 charging service providers such as state grid of home appliances, which has access to 200000 public charging posts, covering 43% of the public charging posts in China. In this way, relying on the high-speed fast charging network of "ten vertical, ten horizontal and two ring" of the State Grid, it can provide convenient high-power DC fast charging service, further expand the travel radius of users, and enable users to realize the leap from "unimpeded travel in the city" to "worry free travel in the city". Novel coronavirus pneumonia is a special service system for users. On the line, Weima guarantees the smoothness of the 7x24 after-sales service hotline, and at the same time provides the intimate cloud car watching service for young people, so that they can learn the detailed information of the car model through the VR panoramic car watching function in Weima official at home. Plus the online booking and on-site test drive service mentioned above, it is convenient for users who just need to test drive and purchase a car in a special period. While offline, Weima organizes its own stores and Zhihang partner stores to strictly disinfect, and actively disinfects the vehicle interior after the maintenance and repair of vehicles entering the site. At the same time, during the epidemic, the partners of Weima automobile intelligent bank can still provide on-site services in some cities, and extend the free first service for users according to the actual situation, which warms the hearts of users.