"We do have the best users in the world. I don't think our company is the best in the world, but our users must be. " On August 18, during the "China New Automobile Consumption Forum", Wei Jian, Vice President of Weilai Automobile User Operation, was interviewed by car home, telling the story of why Weilai has such a high user stickiness and how he changed from owner of Weilai to executive.
"We and Tesla are not rivals, but teammates."
“NIO？ On the day when the voting results were announced, (Li) Brother Bin and (Qin) Li Hong went to Suzhou to appease users. " When talking about this voting activity, Wei Jian revealed the above small details. It turned out that the idea of hosting Weilai to bid for the city was put forward at a "Weilai Cup Football Match" hosted by Suzhou users. During the voting period, Suzhou and Chengdu also rose alternately. At the last minute, Chengdu won by a narrow margin, so there was a scene where Li Bin and others went to Suzhou.
This is probably the reason why Weilai can get great user stickiness: it redefines the user experience. In terms of user operation, Weilai has its own set of logic. On the one hand, it has opened a large number of brand flagship stores NIO? House and brand sales space NIO? Space, as the way of communication, sales, service and user interaction of Weilai automobile offline brand; On the other hand, Weilai App has developed into an important entrance for online user promotion, product sales, community building and car owner service.
『NIO？ House]
"In channel construction, mainly NIO? House and neo? Space, we plan to establish about 200 channel networks in China before the end of this year. " Regarding the specific site selection, Wei Jian said that it is still uncertain. "In addition to the contract and in the decoration period, the other can't be completely settled. Like other actions, Weilai's opening a store is not entirely the decision of the headquarters, but also needs to negotiate and communicate with users. " The membership system of the latter is constructed from two dimensions: Weilai value and Weilai integral. Users can improve their grades and points in various ways. The higher the score, the greater their voice and the deeper their participation.
The greater the user service system, the greater the capital investment. When asked how to balance cost input and user satisfaction with the growing user base, Wei Jian responded that Weilai is a growing enterprise, and its interior is constantly being optimized. For example, in February of this year, Weilai officially released two new service projects, Service Worry-Free 2.0 and Insurance Worry-Free. On the whole, compared with the existing 1.0, Service Worry-Free 2.0 reduces the resource input, eliminates the situation that individual resources occupy too much, and focuses on meeting the needs of most users. But in any case, the root of service users will not change.
In Wei Jian's view, the increase in user scale must be positive. There was a period of difficulty last year, mainly because the scale could not go up. Once the user base reaches an order of magnitude, many things will change. No company in the world has closed down because it is too good for users and particularly satisfied with users.
"Our growth rate is already very fast." Wei Jian said that it took Tesla more than ten years to achieve its present achievements, and we are an accelerated version of Tesla's growth. At present, Weilai is also concentrating on the strength of the whole company and wants to launch a Model that can be used with Model. 3 classic car model objection. However, in Wei Jian's view, Tesla and Weilai are not rivals, but more teammates. At the same time as the competition between the car and the sea, everyone is also cultivating the new energy market together.
"I am the owner of Weilai who broke into the enterprise."
Many people may not know that Wei Jian is the No.0069 user of the original edition of Weilai ES8, which is the first batch of car owners. When talking about why this car was chosen in the first place, Wei Jian said it was "cool". When I first saw and understood this company, I thought it was a group of cool people, doing cool jobs and making cool products.
Weilai ES8]
"When I drove the ES8, it was the first time I came into contact with an electric car. I feel like something from another world. It is very stable and comfortable. " Wei Jian said that after nearly two years of use, he really likes this car and this enterprise. "To be modest, I don't think we have any real competitors at present. This is also the reason why Weilai users sometimes confront external voices. Some people think that we are foolish to buy this car. But we have our own judgment, so we will speak. "
Wei Jian joined Weilai from 2065438 to May 2009. At that time, Weilai was in a difficult period, facing a series of problems such as sales bottleneck, large-scale layoffs, and spontaneous combustion of vehicles. The reason why he chose this time to enter Weilai is because he loves this company and hopes to do something for it.
In July this year, Weilai released the latest user data report.
Previously, he worked as an executive in consulting companies and real estate companies. After coming to Weilai, he felt that the biggest change was that this company did not assess KPI (key performance indicator), but adopted the working method of VAU, that is, the working method of "goal, action and promotion". When talking about this year's sales target, Wei Jian did not give a clear figure, but pointed out that it has been adjusted three times this year.
Since the beginning of this year, the delivery volume of Weilai has been continuously improved; Gross profit margin turned positive for the first time in the second quarter; Received an investment of 7 billion yuan from Hefei Jiantou. In the eyes of many people, Wei Lai, who will persist until 2020, can be said to be a "loyal wife". Wei Jian said that when he first arrived at the company last year, the company was not as difficult as the outside world said. It is not without difficulties at present, and it can even be said that the difficulties will be even greater in the future. "Taking people as an example, it will be easier if it is only for survival, but it is obviously more difficult to live a good life. Next, Weilai will obviously move towards becoming an excellent enterprise. " Wei Jianru said. (Text/car home? Zhang Wei)