Weilai defendant, but there is a bigger "pit" behind it

Hurry up and make the brand into a brand.

Wen | Chinese Business Tao Lue Zhao Zhefeng

Weilai's life is not too good recently. In addition to testing the car falling, it has also been sued by Audi. The reason is simple -the two cars ES6 and ES8 have violated the trademark rights of the Audi S6 and S8 models.

There are countless cases named in the automotive industry. Why does Audi target Weilai?

[Sell well, is it victory? .

"BMW, Mercedes -Benz, Audi's BBA combination, add an NIO nIO to NBA."

This is the flag of Weilai founder Li Binshu. In reality, it looks a bit somewhere.

At the starting point of Norway, in 2022, Weilai sold a total of 457 cars. Audi E-Tron, which is close to Weilai ES8, sold 1581 units.

It seems that Weilai has not yet caught up with Audi's zero, but behind the trend is that Weilai sells better and better, and Audi's E-Tron is worse and worse-a decrease of 24%from last year.

▲ Weilai ES8 Norway sales

▲ Audi e-tron Norway sales

It is not the Audi family that is not sold well. Mercedes -Benz EQC and BMW IX3 also face the dilemma of decline in sales. Although Weilai's base was small, a small group of flames were lit in the European backyard.

▲ Mercedes -Benz EQC Norway Sales

▲ BMW ix3 Norwegian sales

Tesla has broken BBA, and now Chinese brands also want to share a share.

Red Flag E-HS9 and BYD Tang EV have sold 916 and 790 units in Norway this year.

Compared with sales, another change may make Audi more worry -Chinese brands that have previously grabbed the market by cost -effectiveness, and now they are changing their heads.

In Norway, the starting price of the Audi E-TRON is 336,000 yuan, and the starting price of the above three Chinese brand models is around 400,000 yuan.

Due to the unique market environment, the penetration rate of Norway New Energy Vehicles is nearly 90%. Therefore, China's new energy vehicles go to Europe and Europe. Most of the first stops are selected in Norway. But after all, the volume is too small, so German, Britain, France and other major car consumer countries are the focus of exactly the focus of going to sea.

It is reported that Weilai will enter the German market in the fourth quarter of 2022. Coincidentally, Audi prosecuted Weilai this time and chose the Munich Court in Germany.

In the era of fuel vehicles, the key areas of Chinese automobile exports were in underdeveloped areas such as Southeast Asia, Eastern Europe, Latin America, and the products were mostly low -end models. However, in the era of new energy vehicles, Chinese cars began to enter the base of traditional luxury giants to sell high -end models.

In China, Weilai has already achieved overtaking BBA.

In 2021, in the ranking of China's new energy vehicles, Weilai has more than 90,000 risks, more than 8 times that of Audi, and 20,000 more than BBA.

Among the top ten on this list, nine are domestic brands, and only Tesla's brand is the list of foreign investment. In addition to BYD and "Wei Xiaoli", SAIC -GM, Great Wall Euler, GAC Ean, and Changan Motor also performed well.

But if we see this as a comprehensive victory, then it is wrong.

[How did you bring a low -end brand hat? .

Weilai's victory does not mean the progress of all Chinese car companies.

The influence and value of local traditional independent brands are still obvious. Many independent brands are not at all about the brand, just have a brand.

Although Chinese cars rely on "electrification" and "intelligence", they have achieved curve overtaking, and they have begun to resist gifts in market segments and foreign companies. However, the shortcomings of the brand are still a problem with history.

After the reform and opening up, China Automobile opened the "market exchange technology" model. The typical representative is a joint venture car company like Shanghai Volkswagen.

They build cars to first use imported parts and domestic assembly CKD (all -loose part assembly) model, and then improve the localization rate through reverse R & D.

At that time, the Chinese people had a "worship of mystery" for foreign brands and German manufacturing. A 70,000 yuan cost of Santana, it is still difficult to find a car for 200,000 in China.

The huge profit margin made these joint venture car companies make a lot of money, but also ignored the importance of independent research and development. Its localization is only based on digestion of industrial facilities, which has laid hidden dangers for future development.

At the beginning of the 21st century, a large number of private capital rushed into the automotive industry, and the national car company also began to cultivate independent brands, but encountered a real problem: Chinese cars must take the old road of "cottage+reverse research and development", using cost -effective advantages Seize the low -end market.

As a result, a part of the market was snatched, but the price was that the independent brand was engraved with a "low -end" brand, and it was not removed to this day.

[Back the bill first, making money]

How can Chinese car brands be filled in the pit that Chinese car brands are dug in the hearts of consumers?

Numerous consulting agencies have made a large plan, but the reality is cruel. The cost -effective strategy of Chinese cars will be used for a period of time.

The meaning of the brand is not "what are you", but "what are you in the minds of consumers."

Therefore, "high -end" is not out of thin air. It relies on dozens or even hundreds of years. Without the basis of word of mouth, forcibly increases the price on the brand. Consumers will not only recognize it, but will become a laughingstock.

"Wei Xiaoli" did not eat this loss, because they were new brands and had not dug out pits before.

And new brands that have hatched by traditional car companies, such as Lingke, tanks, etc., can successfully enter the high -end market, which is also related to its lighter historical burden. But for most traditional independent brands, if you want a high -end brand, I am afraid that you need to pay back the old account of history first.

The word of mouth of the independent brand is poor, and the core difference is in quality.

Some domestic brand cars can be described as "rough -made". All the problems about the car you can think of the car can be seen in the early independent brand cars. The owner drove for several years, which is equivalent to studying car maintenance knowledge by himself.

For example, a certain independent brand sedan, a common problem, is not limited to: various abnormal sounds, oil leakage, large body gaps, waters of headlights, inaccurate speed meters/oil meters, abnormal water temperature, and so on.

However, after years of catching up, China Automobile has completed the preliminary industrialization accumulation, and the quality of the product has also been visible to the naked eye.

Then, the past cost -effective strategy is to grab the market, only pay attention to the price, but ignores the quality and accumulate countless bad reputation; now the cost -effective strategy is used, and it is necessary to accumulate a good reputation in order to accumulate a good reputation.

In this process, to short, it is necessary to go through the iteration of the 1 to 2 generations. In the long run, it may need to cross the whole generation.

[Be wary of the "Korean car" trap]

There are quality and price -ratio roads, not all the way. Korean cars are a lesson.

For a period of time, the most distinctive label of Korean cars is also cost -effective. And in the same time, its product level and core technology are not inferior to today's Chinese brands.

But it lost its former glory and fell to the edge. Not only did they not play German and Japanese, they were also eaten by Chinese brands to eat market share.

The reason is in the brand. When it comes to Korean cars, consumers can think of only "cheap and easy to drive", so when a cheaper brand appears, it is easy for consumers to choose.

This is the role of brand value.

Foreign luxury brands are the best teachers. They are extremely good at export their own ideas and values ​​to the outside world to combine their product characteristics, brand history, and even national culture.

For example, Mercedes -Benz is a "car inventor", BMW is "driver's car", and Rexus is "craftsman spirit".

In recent years, comments such as "Mercedes -Benz's most valuable is car logo", "BMW to comfortable compromise", "Lexus is a shell change Toyota", etc., but it is not uncommon, but it has not delayed these brands to sell cars at all.

In recent years, some independent brands have not invested in marketing, but the return is poor. In the final analysis, the brand value has not been up.

On the surface, it is caused by not paying attention to marketing and lack of experience in the past. But the most fundamental reason is that I did not find my position.

Because there is no clear brand positioning, I do n’t know where to start marketing. I can only focus on the technical parameters, similar to the promotional story of “super run -level driving” and “million -level chassis”. It still emphasizes cost -effectiveness. No matter how to promote it, it is also the cure of the standard.

And a group of new brands with excellent market performance in China have a common feature: brand labels are clear. For example, Weilai, ideals, collar, tanks, and Euler correspond to the positioning of "intimate service", "milk dad's car", "urban trend", "hard -core off -road", "female cars" and other positioning.

As the facade of the high -end manufacturing industry, the automobile industry hit a century -long change. At this node, Chinese cars seized some opportunities, won a few small battles, and sold a few more cars, making Audi feel unable to sit still. This is all inspiring people.

But the victory of the entire war relied on several battles, or even a few battles. Otherwise, the winners of World War II will not be the Soviet Union, the United States and China.

Volkswagen, Toyota, Honda, Tesla ... Before foreign -funded cars couldn't sit collectively, the Chinese automobile industry, which was still insufficient as a whole, was far from being qualified to be proud.

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