current position:Home>Black materials continue, marketing overturns, does anyone dare to buy this brand?

Black materials continue, marketing overturns, does anyone dare to buy this brand?

2021-08-24 23:37:27 Wechat automobile

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Some people say , Why Weima suddenly fell behind , All cause “ Too fire ”, you 're right , Fire here refers to fire in the physical sense .

writing : Liang Zhihao


Weima again “ Rollover ” 了 , But we seem to be used to it .
stay 8 month 18 Japan , Chairman and chairman of Weima automobile CEO Shen Hui , Just “ Wei Lai died of autopilot ” the , He made some remarks that can be called self slapping on his microblog .
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He mentioned in his microblog :“ I have used the auxiliary driving function of every competitive model , Some are radical, others are conservative , But no one at this stage 、 Have the ability to 、 Achieve full scene automatic driving , Including Weima ....... Nothing is above life .”, At the beginning of the microblog, Shen Hui even added # Who misled assisted driving # The topic of .
Of course , Just look at this passage , There is nothing wrong with it , After all, in terms of the current level of technological development , Even the most advanced automatic driving technology can only achieve partial automatic driving in limited scenarios , It's still a long way from the real sense of automatic driving .
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However , On the homepage of Weima automobile's official website , Its brand new SUV Model Weima W6 On the introduction page of “ The first driverless mass production model in China ” The words... . It was the boss who slapped his own brand in the face , Or did the official website hit the boss in the face ?
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When we review Shen Hui's previous speeches on various occasions, it is not difficult to find , He keeps putting “ Autopilot ” As one of the biggest advantages of its own brand models , Attitude is different from 8 month 18 Japan's remarks are quite different , That's exactly what it is “ Jump left and right ” A formal speech , Let everyone feel that Shen Hui's speech is not sincere , But just want to rub the heat of Weilai accident , It's just to increase the exposure of the brand .



Marketing is by no means Wei Ma qiangxiang




The marketing of automobile enterprises is very important for the development of brands , Especially in the field of new power electric vehicles , Due to the rapid development of Technology , Once car companies lose the team in marketing , It is likely to be quickly robbed of the limelight by peers , So as to lose the advantage .
But marketing is also a matter of great skill , Not every auto company's image building can be like the golden power of the public 、 Toyota's never break down is as popular , As an emerging brand , Obviously, Weima is not so good at this , There are even frequent rollovers .
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such as , Last year, all major car companies became popular “ Out of circle ” marketing , Cross border co branding with brands in different fields , Weima chose to cooperate with Tsingtao beer , This also caused a lot of controversy at that time .
Although the official said later :“ Driving without drinking , You can't drive Weima ”, But as a car brand, cooperate with beer manufacturers , It's hard to avoid fantasies , After all, wine and cars are like two opposites in society .
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And in the 2019 year 10 month , At a time when Tesla's domestic version Model 3 The hottest time , Weima automobile openly to Tesla through the official microblog “ provocation ”, claim Made in China ≠ Made in China , In other words , although Model 3 It has been localized , But as a foreign brand, Tesla still can't compare with Weima , And Weima's EX5 Is really made in China .
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Maybe , What Weima expects is a piece of... In the comment area “ Have the same enemy and hatred ”, Support independent brands , But what surprised them was , Most netizens believe that Weima's copy is not only untenable , And there is the suspicion of forcibly rubbing the heat .
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And in May last year , Weima took out another ironic “ Sales list ”, It lists Wei Lai ES6、 Domestic version of Tesla Model 3、 Xiao peng G3、 Goodway EX5 And Wei Lai ES8 The sales of these models , Among them, Weima is 27692 Sales of cars “ leading ” To your opponents . However , The reality is that Weima EX5 This sales volume data is from 2018 year 9 Month to 2020 year 5 Total deliveries since January , Tesla Model 3 The data is 2020 year 1 Month to 4 Total sales in the month , Use one's own home 21 Months of sales to others 4 Compared to last month's sales , More or less “ Unauthentic ” 了 .
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By Weima “ Chase and fight ” Tesla is far from alone , as everyone knows , Because it hits the car demand of the grass-roots people , Wuling macro light MINI EV It has become a phenomenal product , Its sales even surpass Tesla , It has become the sales king in the new energy vehicle market , But at this year's mid year media communication meeting , Goodway CEO Shen Hui ended up in person “ Tear your hands ” Entry level new energy market , He At the meeting :“ Past history proves that , by A00 The way cars support sales is unsustainable , 10 Below 10000 yuan can only be called electric vehicles , Not smart electric cars .”
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Although Shen Hui insists that what Weima focuses on 15-25 The 10000 range will be the most mainstream price range of new energy vehicles , But it turns out , At this stage, the most vigorous demand for new energy vehicles is still in the head and tail markets , Its overall situation is quite different from that of fuel vehicles . Of course , We do not rule out that as the market matures , The subsequent consumption structure will change , But at least for now ,15-25 10000 price is actually the most competitive and “ The cake ” The smallest interval .



Saving sales still depends on the old way




Wang Xing of meituan once “ transboundary ” Predicted a wave of China's future auto market , He thought it was In the future, the Chinese market will form “3+3+3+3” The situation of , namely 3 A state-owned enterprise : faw 、 dongfeng 、 changan ,3 Local state-owned enterprises : saic 、 GAC 、 baic ,3 Private enterprises : The Great Wall 、 geely 、 BYD and 3 New forces at home : Xiao peng 、 Wei to 、 Ideal .
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Goodway CEO After hearing this, Shen Hui said he would bet with Wang Xing , Weima automobile will become a new force Top3 One of , The bet will be a Vemma , Although there was no further interaction between the two sides , However, this matter has also become the focus of many people in the industry .
Shen Hui's self-confidence has long been reflected . At the beginning of delivery in Weima 2018 year , They set a goal of selling 10000 vehicles a year , In the end, they failed to achieve their goals , However, Shen Hui gave Weima in 2019 The annual sales target is completely unrealistic, 100000 , Finally, Weima is 2019 Only... Were sold in the whole year 1.6 Ten thousand new cars , The so-called sales target eventually became a farce .
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stay 2020 year , Weima's total delivery increased to 22459 car , Although it has made great progress compared with last year , But with Xiao Peng 27041 There is still a gap , It is obviously far from the 100000 mark . And when time comes this year , In the first half of the year, Weima automobile delivered 15665 A new car , Although there has been significant progress compared with the same period last year , But when the opponents work together , Weima's performance in the market is “ Lost the team ”, By “ Wei Xiaoli ” The three opened a big gap . And always “ silently Unheard of ” The total delivery of zero running cars in the first half of the year reached 21744 car , The total delivery volume of Nezha automobile in the first half of the year also reached 21104 car , Once vowed to be Top3 Weima has now become “ Old six ”.
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And in order to save lagging sales , We found that Weima is also quietly following the old path of new energy vehicle manufacturers in previous years —— use B The power of the end digests the production capacity . Just as Cao Cao is to auspiciousness , Ruqi is to GAC ea , Weima also invested in building “ Wild geese travel ” Such an online car Hailing platform . And according to my observation , The visibility of Weima models on the streets of Guangzhou is rapidly improving with the emergence of wild geese .
little does one think ,2021 Years. , The digestion of new energy vehicles still depends on online car Hailing , It's hard to avoid the smell of reversing .



Only because “ Too fire ”




Some people say , Why Weima suddenly fell behind , All cause “ Too fire ”, you 're right , Fire here means Fire in the physical sense .
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In last year's 10 month , At a critical juncture when Weima intends to raise funds for listing , In Shaowu City, Fujian Province, two spontaneous combustion accidents of electric vehicles occurred one after another , The protagonists of the accident are Weima EX5. What's worse , stay 10 month 27 In the Institute of mechanics, Chinese Academy of Sciences, Beijing, July , A car EX5 Direct explosion , This explosion not only blew up Weima's listing dream , At the same time, the safety of electric vehicles is put on the table again .
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Although in the follow-up investigation , Officials found out that the lax quality control of battery suppliers was the main cause of these accidents , At the same time, the manufacturer's recall is timely , But after this battle , Weima also hurt his strength , Their reputation, which was not stable, collapsed further .



Lack of core competitiveness is a hard injury




In addition to quality concerns , Weima's various models also lack enough shiny product power . Not to mention Wei Lai 、 The ideal position is obviously higher than that of new force products , Even with GAC AIAN 、 Compared with the products of traditional manufacturers such as BYD , Weima's models are hardly superior . With their current main models EX5 For example , Its biggest NEDC The endurance is only 400-520km, and 520km The starting price of the version is as high as 17.68 Ten thousand yuan .
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Who is more like “ New forces ”?
As a contrast , life 600km GAC ea AION Y The price of the top model is only 14.86 Ten thousand yuan , Not to mention it has more “ New forces ” The exterior design and larger interior space , If EX5 Even traditional brands can't play , What do you take to compete with other new forces ?
and EX5 As Weima's earliest work , It's already a 2018 Year of “ Old car ” 了 , But then they spent a lot of money on research and development , Who claim to be smarter EX6、W6 The model still failed to hold up the sales banner ,EX5 Still occupy the brand super high 80% The sales of , In other words, consumers are satisfied with the automatic driving proposed by Weima 、 These concepts of intelligence don't really buy it , This is quite embarrassing .
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Look at your opponent , Weilai's nanny service 、 Xiaopeng's intelligent experience 、 The ideal incremental program routes have formed their own characteristics and advantages , If Weima still insists on focusing on all kinds of thankless wonderful Marketing , Then I'm afraid they will only be with the original “ Lofty words and aspirations ” Moving away .
( Some pictures are from the Internet )

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Can Weima still turn over ?

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