Yang Li constellation _ What is Yang Li constellation?

Weipai, who has been building cars in a low-key way, is now playing a traffic game.

Recently, Weipai is carrying out a G3 18 challenge. According to the activity plan, from June 2/KLOC-0 to July 22, Weipai will drive Moka DHT-PHEV along? The most beautiful? The national highway G3 18 passes through Wuhan, Chengdu, Linzhi and Lhasa, and reaches Xigaze, Tibet, with a total length of 5476km. At present, the team has gone to Hubei, and one-fifth of the trip has been completed.

This is Wei Pai's challenge to G3 18 again after three years. The last time was in 20 19, and the protagonist of the model was the fuel vehicle VV6. This time, it is the first new energy vehicle of Weipai, Mocha DHT-PHEV. Micro-party attached great importance to this re-start, made a long-term warm-up on platforms such as Weibo in advance, and accepted interviews with many media including Pacific Auto the day before the team set off, further creating momentum for the event.

About this G3 18 trip, most of the online publicity is products and activities. In fact, there is a very important part of the activity, which is hardly mentioned by the media. Is that Wei pai Qiao Xinyu's big talk and interview? Bitterness? , repeatedly attacked joint venture car companies and new forces to build cars.

▲ Wei Pai Qiao Xinyu

In the media interview, Qiao Xinyu revealed the three purposes of the G3 18 Challenge: First, carry forward? All the way up, indomitable? Brand spirit; The second is to test the strength of Moka DHT-PHEV, the first model after the new energy transformation, and the second is to open it? The correct way for high-end new energy to enter Tibet? .

One last point? The correct way to enter Tibet? Qiao Xinyu mentioned it many times, and used it to attack the endurance of the new car-making forces, highlighting the endurance advantage of Moka DHT-PHEV.

? Some new power brother brands, very? Stubborn? I really want to prove that my product can run G3 18. But all the way? Stumbling? Looking for fast charging, especially on the Qinghai-Tibet Plateau, is it really an ideal way to enter Tibet when users see that the charging station is like a gold medal to prolong life? ?

? If the 1 pure tram is followed by n charging guarantee vehicles, you have been looking for charging piles and changing power stations, and you are ready to get off the cart at any time, or you can stumble into Tibet. However, the anxiety along the way is not what we want, and the anxiety along the way is too bad. This Wei brand? Will you drive China Warwick in your life? Is to make a sample and open the right way for high-end new energy to enter Tibet? .

Although Qiao Xinyu did not directly point out this article? Stumbling? New power brothers, but have contacted G3 18 before, and then superimposed? Change electricity? The answer to this keyword is obvious, except for directly using Wei Lai's ID number.

Of course, in addition to alluding to Wei lai, Qiao Xinyu is still? Care? Joint venture car companies and other new forces to build cars.

? Traditional joint ventures and luxury brands started late and turned slowly in terms of new energy and intelligence, and their functional value weakened, so the corresponding consumers' emotional and psychological cognition of their brand's new energy attributes naturally declined. ? At the event site, Qiao Xinyu bluntly said that the joint venture brand is outdated on the smart+new energy track and will be branded by Weilai? New power? replace

? For three years, Wei Pai? Stubborn? We chose the hard and correct path. We didn't want to take the easier route of pure electricity and extended range, but chose the long battery life PHEV that can really bring 0 anxiety to users, but the technology is more complicated, the cost is higher, the research and development cycle is longer, and the manufacturing process requirements are higher. ? This remark is obviously aimed at the new power of building a car based on pure circuit lines. Extension program? It's clearly propaganda Li.

1 Wei brand challenges joint ventures and new forces. There is no doubt that Qiao Xinyu deliberately caused the topic.

According to the certification data of Weibo, Qiao Xinyu, the current chief marketing officer of Wei brand, was born in 198 1 12. What is the constellation? Workaholic is rigorous and pragmatic? The famous Capricorn.

I'm not sure if this CMO is a constellation fan, but judging from its Weibo dynamics, he has at least some concerns. Weibo of Qiao Xinyu has paid attention to more than 60 people. Except the official numbers of Yangguang.com and other media and some service platforms, the rest are basically related to automobiles, either automobile media and KOL, or the official brands of Great Wall Motor, or luxury car brands such as Mercedes-Benz and BMW. Except for one minority constellation blogger.

In the eyes of an auto industry person who has contacted Qiao Xinyu, the marketing youth in the auto industry is an activist who dares to think and make decisive decisions. However, it is such a Capricorn man who has been repeatedly befriended by diss in Weibo and public places.

On the Weibo, Qiao Xinyu scolded his opponent more than once. March 3 problem: the ideal extension scheme is not as good as the new energy technology of Wei two-speed DHT; March 15 said; Joint venture fuel vehicle has no future, welcome to face it; /kloc-In May of 0/4, the joint venture was called: The brand aura reflected by logo faded. Do joint ventures and even luxury brands really dare to compete with China brands? Product value? Really? May 16 directly stated that luxury cars only have logo and luxury prices. ......

▲ Qiao Xinyu challenged Li in Weibo.

Weipai has repeatedly called on new forces and joint ventures to build cars on official platforms such as Weibo.

Besides being like Qiao Xinyu? Provocative? Benchmark car companies. In May, Weipai promoted an advertisement named # Don't talk about heroes with logo # on CCTV and other platforms. The core word of advertising is: the era of looking at the target has passed.

At the G3 18 event, Qiao Xinyu explained the intention behind this advertisement: in the era of traditional fuel vehicles, traditional joint ventures and luxury brands have a leading edge in functional value, thus overlapping advantages in emotional and psychological identity. These brands have naturally gained a higher brand premium and formed a brand moat, but what supports the brand premium, or the moat of the brand, is essentially technology, products and services.

All in all, Weipai wants to show that he has confidence in technology, products and user experience, and wants to compete with joint venture car companies.

2 ? Honest man? Don't want to suffer from the abnormal behavior of Qiao Xinyu and Wei Pai, actually? Honest man? A well-planned operation.

It is said that one side has soil and water, and one side has people. The automobile circle also has regional culture. Since ancient times, the land of Zhao Yan has been full of generous warriors. Great Wall Motor, which grew up in this land, has a catty of white wine in its blood, and has always shown itself as a simple tough guy in the automobile circle.

Although Wei Pai has made great changes in propaganda, the style of play has also become more flexible and younger. But in Qiao Xinyu's view, what is such a Wei brand? Talk less and do more, but don't understand marketing. ?

Qiao Xinyu is often active in social platforms such as Weibo and interacts with users. More than two months ago, he turned over the information of a car owner, and the other party expressed hope? Honesty and integrity? The badge is a bit flashy. Qiao Xinyu's last picture in Weibo once again emphasizes the Wei brand? Honesty and integrity? .

I can see that Qiao Xinyu is playing Wei? Is it honest? I am proud of making cars, but I don't want to be limited to this. In most people's minds? Honest people get bored easily? . In the car circle, too honest, there is no concern and traffic.

This is the experience of Wei brand's five-year marketing exploration.

? Don't talk about heroes with logo? The last line of the advertisement is:? Is there anything wrong with buying a car? Yes, but only people who know more about cars can read the logo? . Weipai, named after the founder's surname, has placed deep feelings for the automobile industry in its name and logo.

▲ Wei brand logo

When Wei brand logo was first released, many people thought it was a porcelain Lincoln. In fact, the prototype of Weipai logo is the big flagpole of Baoding Governor's Office, a landmark building in Baoding, Wei Jianjun's hometown. Wei Jianjun hopes to upgrade its brand and become the benchmark of luxury SUV in China.

In brand marketing, Weipai has honestly left? Seriously? Propaganda routine.

At the beginning, Wei Jianjun personally stood for the brand and conveyed it to users? Betting on surnames to build cars? Determination and sincerity. However, the attention of the automobile circle is far less than that of the Internet, and not all founders can be as responsive as Jobs and Musk. Later, Wei Pai invited C Ronaldo to endorse, which consolidated the high-end positioning of the brand to a certain extent, but the communication effect was limited.

From the founder Wei Jianjun, to the comedian Yoko Ono Lennon Spicy Cristiano Ronaldo, to the traffic star Victor Ma, and then to the rescue hero Ma Chenglong ... Since its establishment more than five years ago, Weipai has tried to cooperate with different types of stars and KOL to promote its brand. Among them, there is a brief splash, but also the sinking of the sea. Until please Huawei? Second princess? Yao Anna endorsed Mocha, and Weipai boarded the hot search and became the object of discussion for people outside the automobile circle after dinner.

Since then, Weipai has gradually mastered the password of traffic. 202 1, Wei brand, mainly male users, please use it? Puxin man? Yang Li, an outstanding talk show actress, promoted "Tank 300", which triggered a wide discussion among netizens. According to Weibo, the official brand of Wei, three Weibo articles about Yang Li have more than 1,000 praises on average, and the highest one is 2 102.

In the matter of choosing a spokesperson, Wei Pai realized that criticism is also a concern, and black and red are also traffic.

3 The underlying logic of Qiao Xinyu's tactics From a series of actions of the brand, since Qiao Xinyu took charge of Wei brand marketing, Wei brand has repeatedly challenged new forces and joint venture brands, which is definitely not a slap in the face, but a strategy.

Are Weipai and the Great Wall Motor behind it all American? The father of positioning? A big fan of Iris. Earlier, Wei Jianjun said that the Great Wall was successful only after accepting Iris's suggestion to give up cars and specialize in SUVs. Weipai, also following Iris's suggestion, was named after the founder's surname.

Positioning is in the field of advertising marketing? The bible? Its core is to grasp the minds of consumers. There are two important positioning methods: 1) analyze the industry environment, understand the minds of potential users, and determine the advantages and disadvantages of competitors; 2) Determine brand advantages and find core differences. This is the strategy that Weipai is currently implementing.

At present, there are three series of five Wei brands, namely Mocha, Mocha DHT-PHEV, Macchiato DHT, Macchiato DHT-PHEV and Latte DHT. Mocha is a medium-sized SUV, and Macchiato and Latte are compact SUVs.

Judging from the market situation, Mocha's medium-sized SUV is currently dominated by foreign capital and joint venture brands. According to the data of the Federation, in the past six months, the top ten sales were: Model Y, Mercedes-Benz GLC, Tiguan L, Hongqi HS5, Audi Q5L, BMW, Highlander, Tang DM, Tiggo 8 and. Among them, only Hongqi HS5, Tang DM and Tiggo 8 are self-owned brand models, and the latter two are positioned lower than Wei brand and are not the benchmark models of Mocha. The ranking of DHT-PHEV in Moka and Moka is 365,438+0 and 665,438+0, respectively, and there is much room for improvement.

However, the competition in the compact SUV market where Macchiato and Latte are located is more intense, the independent brands are seriously involved, and the price of the whole vehicle is very low. In this market, Haval H6 owned by Great Wall Motor has the highest sales volume. In addition, Haval Dog and Tank 300, which are independent from Wei brand, are also among them. Wei card is left hand playing right hand.

When Wei brand was founded, the new force of making cars was still in its infancy. Wei Jianjun said that the market target of Vevey brand is the foreign luxury car market in China. With the gradual growth of the new force of building cars, the market task of Weilai brand is to seize the medium and large SUV market, including Weilai ES6, Li ONE and a number of joint venture models.

So far, in the G3 18 activity, Qiao Xinyu made it clear that the competing models of Wei brand are: High-end independent brands such as Huawei Wenjie and Lan Tu, and BBA medium-sized SUVs such as X3, GLC L and Q5L. Another typical competing model is Li ONE? .

Mining prestige brand for mocha DHT? 0 anxiety? As can be seen from the core selling points, Wei brand is based on positioning theory and seeks self-differentiated value by refining the shortcomings of competing products. Smarter than the joint venture, more durable than the new car-making army mainly based on trams. To extract? Endurance 0 anxiety? 、? Smart 0 anxiety? 、? Show 0 anxiety? 、? Luxury 0 anxiety? Four selling points.

? Compared with Nissan, Ideal and other new energy technologies that adopt series drive, Weipai Intelligent DHT has better climbing ability, fuel saving efficiency and driving experience. Compared with Honda's first-gear hybrid drive technology i-MMD and Toyota's power shunt system THS built with planetary gears, Wei brand intelligent DHT has a two-gear hybrid topology, which has better acceleration and overtaking performance and covers more driving scenarios and driving experiences. ? In an interview with Pacific Auto, Qiao Xinyu repeatedly described the differentiated value of DHL -PHEV in Moka.

4 Independent brands are caught in the traffic dilemma? Is it honest? The tough guy who built the car, to the marketing genius who began to study traffic, prestige? Black and red? The route actually exposed the traffic dilemma of independent brands.

Compared with the new car-making forces with internet genes and joint venture brands with foreign capital aura, it is hundreds of times more difficult for independent brands to obtain traffic.

Also a brand executive, the number of followers of Musk Twitter has exceeded 1 100 million, and the number of Weibo fans operated by employees has exceeded 2 million. A tweet can make Tesla's share price soar, and a "Seven Steps Poetry" can get 104000 likes from China netizens.

▲ Tesla CEO Musk "Seven Steps Poetry" Weibo

Looking at China, He has more than1million Weibo fans, more than most listed companies. Previously, He made a Weibo that could touch a duck's desire for a chip, which attracted the attention of various media such as Observer.com, surging, Sina, Straight Flush, 36Kr, Tiger Sniff, Interface and Tencent. Not long ago, a short video of personally testing the NGP of Xpeng Motors also attracted dozens of media reports, easily putting Xpeng Motors? Smart? The label is welded to the seat.

In contrast, the media and netizens pay much less attention to traditional manufacturing. In the automobile circle, a hot topic of independent brands is to donate money for the floods in Henan, among which Chery, the most popular one, has become the focus of hot search because of # Chery's donation of 35 million yuan and profits over the past year #.

What if it was before? Product is king? In the new era, making products with heart can also create a world. But in this? Traffic is king? In the new era, the smell of wine is also afraid of the depth of the alley.

However, the traffic of the new forces of building cars is beyond the envy of independent brands.

Compared with founders, network celebrities, new car-making forces who rent planes to organize riders' parties, and traditional car companies wearing white/blue shirts, black pants and black shoes, they have left an unsmiling stereotype in people's minds. Unless it is a major negative news, it is difficult to circle positive news.

For Wei brand, a brand with a traditional automobile background, it can't be an online celebrity, and cyber bullying may also be a direction. Qiao Xinyu's approach is to defeat the new forces with the magic of building cars.

@20 19