Recently, I am studying Weilai's marketing model. How can I put it? My feelings for this enterprise are very complicated. At first I thought it was a sand sculpture brainwashing cult. Later, I got a little understanding and affection for its marketing style. Especially in terms of insight into human nature, I think Li Bin is quite good. Here is a little explanation, not to mention the product function, but to talk about Weilai's marketing. The article is quite long, always divided into two parts. This paper mainly introduces my factual summary of Weilai mode, and then I will have some personal thoughts on Weilai mode below. 1. What is the marketing model of Weilai, and what is the essential difference compared with traditional marketing? When studying Weilai, the widely circulated summary is that Weilai has formed high efficiency in marketing with "ripple mode". Traditional brand marketing is mostly funnel-shaped, from large-scale brand exposure to making users understand and perceive, and then further forming goodwill and love, and finally realizing purchase, relying on the marketing funnel to screen down layer by layer, focusing on the process from user attention to transaction. Weilai is just the opposite. When there are core users who are extremely satisfied with the brand, rely on their recommendation to let other new users know about the brand, and then form a good impression and love, and finally realize the transaction transformation. It is through the cultivation of core old users that marketing is "rippling" at all levels, with the focus on the process of satisfaction of old users-recommending to new users. Generally speaking, traditional enterprises see big from small, and Weilai sees small from big. The former needs to make the funnel big enough to get the transformation, which will inevitably lead to high investment and high waste when the transformation is not ideal; The latter can form self-communication only by doing a good job of users' word of mouth, and users themselves can become brand spokespersons without too much investment from brands. Theoretically, the efficiency of marketing will be greatly improved. This is why everyone is interested in the Weilai model and wants to learn a thing or two from it. The most important part of Weilai's "ripple model" is the "extreme service" for core old users, which is used as a starting point to spread brand influence to the outside world. Weilai has indeed done quite successfully in this respect. According to the data, per capita car purchase 1.3, and 60% of the orders are recommended by old users. Awesome old users can recommend more than 90 new users to buy cars a year. The most important reason why old users are willing to recommend it is that they really enjoy the "extreme service" here, so they are really "extremely satisfied" with Weilai. The most important carriers that affect users' reputation for brands are products and services. In addition to 80-90 points for products, Weilai scored 200 points for functional services, which really achieved the ultimate. Users who are interested in buying Weilai will be surrounded by Weilai's "Haidilao" nanny service. Buying a car is not the end of brand service, but the starting point. Weilai's sales staff (their name is Fellow) will pull you into a group. From pre-sales to after-sales, from ordinary technicians to city managers, there are all kinds of Weilai employees to serve you. As long as there is a problem, just shout in the group and you will get a timely response. This is really beyond the understanding of most car owners and users in the traditional brand service of tanker. Weilai typically adopts the mode of "changing electricity". In order to solve the mileage anxiety of tram users, Weilai will provide charging cars and one-button power exchange services in addition to the traditional power exchange station. The charging car can help your car to charge anywhere, and the Weilai power changer will also come to your home to change the electricity. In terms of road safety and annual inspection and maintenance, it is also the owner who can take care of everything, and the staff of Weilai will help you get it. It is said that the cost of these "service-free" after-sales guarantee projects for Weilai users is 4,000 yuan a year. After writing this, I always feel that I am advertising Weilai, but I have interviewed many Weilai car owners and users. Weilai's service is really not blown out, but it really makes people feel the ultimate. What contemporary migrant workers lack most is time, and what they fear most is trouble. Weilai's time-saving and labor-saving butler service really hit the pain point of tanker users. It can be said that Weilai has truly achieved "no one has me" in the market, which is worthy of users' praise and recommendation for its service. 2. What demand does Weilai's existence cater to and what gap does it fill in the market? I always feel that the so-called ultimate experience provided by Weilai is just a general appearance. The most important thing is that it really pinpoints the target segments, effectively grasps the needs of these groups, and perfectly matches the service with the needs, thus winning the reputation among specific groups. Prior to this, it was not that user needs did not exist, but that no car companies actively and consciously explored and catered to the needs of these users. Weilai developed this market, amplifying and releasing the hidden desires of target users. Who is Weilai's target group? According to Wei Lai's own statement, it is a standard BBA, and the owner of BBA was robbed. But in fact, the price of BBA is very long. According to the pricing of Weilai 45 1 10,000 vehicles, frankly speaking, it is mainly aimed at the entry-level owners of BBA. Observing and investigating the surrounding users with colleagues, people who really drive luxury cars, such as Porsche Cayenne and Palme owners, generally don't buy Weilai. If they want to buy an electric car to experience new things, most people will buy Tesla. The market that Weilai can eat is actually the so-called "new middle class" that drives BBA entry-level models. What is the new middle class like? They are neither too rich nor too poor, and they are typical groups who are willing but unable. Professionally, I am the second generation of middle-level workers and self-employed people in Internet, professional and other enterprises. I earned 30,000 to 40,000 yuan last month, and first-tier cities have houses and loans. They don't worry about eating and drinking, and after meeting their basic material needs, they want to live a better life. Compared with low-income people, they have the money to buy 400,000 to 500,000 cars, but compared with the real rich, they are unable to do so, but they are extremely yearning for the lifestyle of the rich and want to look "high-end". Therefore, these "new middle class" have a strong desire for identity, hoping to label themselves as "high-end" and "good" and gain the envy of others. This kind of person is a very typical person who wants both "face" and "lining". Among the owners and users of Weilai I interviewed, their last cars were basically Audi A4 and A6, BMW 3 Series and so on. They will say that BBA's products and services are not as good as Weilai's. For these people, buying a car depends more on the price range and brand. They need a car of 300,000-500,000 to show that they can afford a car in this price range, but they do admit that BBA's price/performance ratio is very poor, and cars in this price range are not valued for users in the BBA system. For the brand and label you want to build, sacrifice the product experience in exchange for others' cognition of your identity. Real rich people don't care so much or "gnash their teeth" about the high brand premium of BBA, while real low-income people will buy products with higher cost performance under limited budget. The reason why Weilai people want both "face" and "lining" is that they hope the brand will bring them "title" and "label". In fact, they are still very concerned about whether the product itself is worth the money. And Wei Lai really caught this group of people. The above-mentioned after-sales service of Weilai Supreme actually perfectly meets the demand of the new middle class for "Lizi". Although Weilai's car is not cheap, users have gained perceived value from Weilai's ultimate service, which is the recognition of Weilai's service value. More importantly, on the basis of functional services, Weilai perfectly meets the needs of the new middle class for "face" through a multi-pronged lifestyle of "high quality and style", which other brands have never done or learned. Wei Lai has always said that it is necessary to create a "pleasant lifestyle" and "do a good job in the car outside the car". "Buying a car is not the car itself, but a ticket to a high-quality lifestyle." Through Weilai's online App community and offline NIOHouse store, this concept has been vividly demonstrated. If you download Weilai's App, it's really hard not to get on top. Just like the big combination of Weibo+Little Red Book+WeChat, it has created an advanced friendship community for car owners and non-car owners. In an era when everyone doesn't send WeChat friends, you can see that car owners actively publish what they did on weekends in Weilai App. Car owners here not only share their car experience, but also share their real life. This kind of life is also a kind of "advanced" life, which embodies a high-quality lifestyle of the middle class. They not only have beautiful photos, but also convey advanced "values", all about tourism, interests, public welfare, love for home and enthusiasm. On this platform between WeChat private domain and Xiaohongshu public domain, you can not shy away from showing off, but also welcome the sincerity and recognition of other riders. In the shopping mall of the App, NIOLife exported all kinds of daily necessities. They are not ordinary high-priced goods, but cooperate with designers all over the world to embody the concept of simplicity without losing beauty, making people look like high-quality gadgets. This is the style that the middle class likes. The offline NIOHouse store also shows a strong "advanced" atmosphere. They are beautifully decorated in an expensive shopping center in the city center, where car owners can read books, make friends and chat, and rent conference rooms. The decent "urban elite" of the middle class came out in an instant. What's more, for many potential car owners who are interested in buying Weilai, Weilai's offline circle activities are a highlight. It is said that Weilai officials and non-governmental organizations can organize about 60,000 events a year, with an average of more than 20 events per store per week. These activities are rich and varied, covering parent-child activities, fitness (lifting iron, yoga), hobbies (coffee, camping, arranging flowers), sports (golf, badminton, frisbee), lectures, etc., which meet the needs of the new middle class to pursue quality and fill their inner emptiness. In fact, the identity of the new middle class is very abstract and empty, just a general term for a middle-income group in society. This group is very complex and diverse, and its occupation, interests and even family wealth cannot be summarized uniformly. But one of their characteristics is that they have a "yearning for a better life" and a spiritual pursuit of enriching themselves and enriching their lives. In fact, this part of demand has always existed, but the reality is that there is a lack of efficient and convenient supply in the market. In today's exhausted work and family life, the high-quality and high-frequency circle activities provided by Weilai have greatly lowered the threshold for the middle class to meet the spiritual needs, because it has activities every day, with very diverse categories and exquisite activities. This allows people to directly participate in and enjoy this activity effortlessly, make friends with other like-minded and highly homogeneous Weilai car owners, and complete the group identity and sense of belonging in this "boutique" and "meaningful" activity. Therefore, Weilai seems to have provided the besieged city with the label of "middle class and high quality". The middle class inside has completed its self-definition in the community and activities, and is separated from people outside the besieged city. Walking into this besieged city and participating in its activities, you have internalized the "personal design" created by Wei Lai and fully demonstrated your "face". Third, why are the owners of Weilai so high up and willing to recommend them to friends for Weilai platform? When we analyze Weilai, we can't avoid thinking about why the owners of Weilai are so loyal to the brand, so sticky to the community, and so willing to recommend them to relatives and friends around us for brand promotion. People who don't know Weilai think it may be the advertising marketing of brand draft, or some people simply say that they recommend buying a car to earn points. But the host is really "above". I left messages for many car owners on Weilai App, consulting and investigating their views on Weilai. Not only did I receive a reply from 100%, but everyone really applauded Wei Lai, and after the exchange, they actively recommended Wei Lai to me. Now you will feel that this is a religious Sect with faith and magic, which can make people gain some unspeakable spiritual "sense of gain" within the system and drive people to "preach" from the heart. Then why? The bottom can be explained by politics. Any "fanatical" organization will deviate from the "Left" in ideology, and promote new ideas to be better than old ones in a more radical and revolutionary spirit. Only in this way can the audience be mobilized to a great extent. For example, the French Revolution fought against the unequal monarchy with more liberal democratic ideas. For example, the spread of early capitalism in China resisted the rule of feudal warlords in pursuit of a better society in the future. "Left" thinking makes people believe in the beauty of the new world after the revolution, which leads people to be willing to struggle for their ideals and bring a beautiful new society from theory to reality. In Weilai, a big industry framework is the confrontation and challenge of trams to tankers. People who believe in Weilai also believe that trams will be the mainstream of the future automobile industry, and will eventually replace oil tankers because of its advantages of environmental protection, high efficiency and intelligence. Therefore, the owners of trams, whether Tesla or Wei Xiaoli, are more enthusiastic than traditional oil owners. As early adopters and fans of "beautiful new things", they will demonstrate the advantages of trams. Just like a Weilai car owner we interviewed, he organized a road trip on the Yunnan-Tibet line in western Sichuan. In order to satisfy his interest in self-driving, he mostly proves to others that trams can travel long distances, and trams do not need mileage anxiety. When they truly believe in the beauty of new things and have "allin", they will consciously bind themselves to the future of new things. After all, no one in the subconscious wants to see that their choice is wrong. Only by making more people believe in the beauty of new things can we verify their correctness and give them a bright future. But why are the owners of Weilai more enthusiastic than other new tram forces? Some media only use the word "rice circle" to explain it, but the cultivation of this relationship is not only the owner's worship and respect for the founder, but also the relationship between the brand and the user, which is the most prominent point that distinguishes Weilai from other car companies. If the brand and users can grow up together, just like raising a baby and a pet, they have experienced ups and downs and witnessed each other's growth and transformation from small to large. How can they have no feelings? How to make users unwilling to pay for the brand? In order to realize this relationship of "zero distance and * * * companionship", Weilai deeply understands people's desire for intimacy and self-realization, so Weilai consciously pulls and lets users participate in Weilai's system, giving spiritual encouragement to this dedication, and two-way feedback forms users' strong loyalty to the brand. Weilai has opened up many links in the value chain, allowing users to participate. In terms of product development and new product testing, users can directly put forward any suggestions and opinions to Weilai senior management in the flat community, and Weilai will also respond positively. It is said that he and Qin interact with car owners in the community almost every day. This concern for the opinions of users who flow out of corporate DNA makes users feel respected. In the process of vehicle sales and delivery, Weilai also encourages users to be volunteers in exhibition halls and auto shows, so that old users can introduce and explain to new users. In the life outside the car, Wei Lai also encourages car owners to organize activities spontaneously. NIODay's annual meeting is also held by users themselves. In fact, the relationship between Weilai and the owner is just like the relationship between parents and children. You should give all-round and thoughtful care (reflected in the ultimate service), and also give your children independent and free space (openurl lets users make their own decisions). Only by pushing and pulling can children gain respect for their parents (users' recognition of brands). When users invest more in the brand and pay more, they will have more feelings for the brand and sincerely hope that the brand will develop better. On the other hand, users have not paid in vain, and Weilai also encourages users to participate through a growth system of "Weilai points and Weilai values". The more you participate in club activities, the higher your points and grades will be when you become a volunteer car owner and organize offline activities. Points can be exchanged for attractive gifts in Weilai Mall. The value of Weilai means some intangible but yearning scarce rights and interests, such as the qualification to participate in NIODay Weilai Annual Meeting and the opportunity to enter Weilai's top club EPClub. When interviewing the owners of Weilai, they will also mention the worship of the so-called "big brother" in Weilai's high-value community. You can feel that this spiritual "sense of gain" has sometimes surpassed the so-called equity incentive. You are an excellent student, which means everything. No matter how old you are, when you have a "little red flower" given by your teacher, you are already a "god" in everyone's eyes. Weilai attaches great importance to the achievements and respect of brands and core users, and where can you get such achievements and respect besides work? Without Weilai community, your talents can't be displayed, but in Weilai community, people respect honor, which is why users must seek "self-realization" in Weilai's platform, because there are really too few stages for you in real life. Therefore, the mutually beneficial mechanism created by Weilai has its own tacit understanding, which invisibly and silently binds the relationship between users and Weilai, which is why so many car owners and users are so "above" and immersed in the system of Weilai community.