Three British War Lv Bu: Wei Lai, Wei Ma, Xiao Peng How To Fight Tesla?

On the evening of May 10th, after a year later, the official launch of the new model EX5-Z was launched. The new car launched three new models, with a price range of 149 thousand and 800 yuan to 198 thousand and 800 yuan after the subsidy. Users can enjoy the "0 down payment" limited time retail financial scheme and the 3 year free charging rights and interests.

At the press conference, wimma also launched the concept of "Maven", which will realize mass production in 2021. It is a concept version of wimcar's first pure electric car. The comprehensive mileage of Maven NEDC reached 800km. It has L4 level automatic driving ability and 5G interconnect technology, showing the thinking of wisdom car's future travel mode.

In addition, at the press conference, the official launch of the brand new plan was launched.

As an important step in brand development, Wei Ma chose "Rain God" Jam Hsiao as spokesperson, hoping to reach a wider range of young user groups through marketing "circle".

"As a newly established company, there is room for improvement in brand awareness. But the beginning of his heart is to enable every Chinese family to own their own new energy intelligent travel life. Therefore, how to let users know that Wei Ma knows that vision, brand positioning and products is a very important job. On the morning of May 11th, Shen Hui, founder and chairman of CEO, said in an interview with the economic report reporters in twenty-first Century.

In Shen Hui's view, marketing "out of the loop", online and offline coordination and brand strength is also the focus of future development of the car.

And whether it is interaction with talk show actor Wang Jianguo, Kam, or at the press conference, singing rap "Tesla is not terrible, real smart can kill" real name diss Tesla, or "three British war Lv Bu" to describe the new competition between the head of the car, Wei, Xiaopeng and the competition and cooperation between them, in the face of the new energy vehicle market competition, Shen Hui will show the concept of "going out". Most incisive.

Founder and chairman of CEO, Shen Hui - Information photo

Wei Ma "out of the loop"

Economic report twenty-first Century (hereinafter referred to as twenty-first Century): why is the marketing strategy of this year different from previous years?

Shen Hui: Wei Ma has been established for five years, but objectively speaking, ordinary people do not know much about new energy vehicles, or even have no impression or impression. As a new company, the brand awareness still has room for improvement. But the beginning of his heart is to enable every Chinese family to own their own new energy intelligent travel life.

Therefore, how to let users know that Wei Ma knows the vision, brand positioning and products of the company is a very important job.

Twenty-first Century: Why did Wei Ma choose Jam Hsiao?

Shen Hui: first of all, Jam Hsiao is not an idol faction. He is a strength faction. This is the same as wal ma. The vehicle factory is its own, the battery pack factory is its own, the factory is in line with the strict national standards, and the cars and SUV are all qualified. At the same time, the new forces in the past and future development have bumpy, hoping to be like Jam Hsiao. In addition, Wei Ma also wants to build explosive products. From the genetic perspective, it is very suitable for Wei Ma and Jam Hsiao.

Twenty-first Century: online marketing and other aspects of "going out", what are the innovative initiatives of the company?

Shen Hui: the Internet emphasizes digital marketing. For Wei Ma, no matter what kind of marketing means, we emphasize brand awareness. It is far from enough for our brand to be "out of the loop". We have a word called "technology benefits and detonating the mainstream". We hope that in the mainstream market, more people will know more about the brand and products.

Second, we emphasize the interaction between online and offline, because many users in the mainstream market still want to try the driving test, hoping to have a fixed service point to provide follow-up services, so the development of the channel under the line is very fast. Through online digital marketing, let more users understand us, offline channels to better serve users, so that users can rest assured that they will be willing to buy or use such a consumer goods such as real.

"Three British wars Lv Bu"

Twenty-first Century: what impact will the new subsidy policy and Tesla cut on new car manufacturers?

Shen Hui: Tesla's coming to China is a very good thing for China's new energy automotive industry. Passenger cars sold about 23000000 cars in China last year, but only 1 million 200 thousand new energy vehicles. Tesla can stimulate consumers to pay more attention to new energy vehicles, which will help us in the whole industry.

At the same time, the price reduction of Tesla is a normal thing. In the past 20 years, all importing brands have come into China. It is difficult to build factories and deliver them in 12 months. But it takes a year and a half to two years for a company to make the core stuff domestically.

But Tesla dropped from three to tens of thousands to less than three hundred thousand, not called price reduction, the industry called configuration adjustment. This is a question of value strategy.

Some people say that Tesla is coming to the pressure of new forces in the car making industry, but I totally disagree with this statement. I think it is everybody's common development and mutual stimulation. Compared with Tesla, China's new force in car manufacturing is not disadvantaged. In many respects, we are stronger than Tesla. Only after 17 years of accumulation, Tesla's brand awareness has certain advantages. Therefore, I feel that Tesla enters China and then competes positively with the new force of China's car making and price reduction. This is a good thing. Competition can make progress together. This is a win-win choice.

"Twenty-first Century": Wang Xing of the US regiment said that if the new force of the new car had only three left at the end, what he hoped for is Wei Lai, Xiao Peng and the ideal. What do you think of this problem?

Shen Hui: I want to talk about this again when the ideal delivery volume reaches ten thousand. Less than ten thousand of the deliveries are not eligible for any new forces.

I think the three forces of new car making force are Wei Lai, Wei Ma and Xiaopeng. From the perspective of setting up a company, Wei Lai, Xiao Peng and ideal three are earlier than Wei ma. But we said we did not calculate the key, or the user has the final say. It is only meaningful to build new forces in the mainstream market. Li Xiang likes the sword to go sideways, but personally I think the future of new energy smart cars is mainly pure electric vehicles.

Twenty-first Century: how to see the competition between new cars?

Shen Hui: first, WWP (Wei Lai, Wei Ma, Xiao Peng) is not a competition relationship, but a common development relationship. Let's call it "three England war Lv Bu". Lv Bu is very powerful, just like Tesla, Wei Lai, Wei Ma and Xiao Peng how to compete with Tesla is more critical.

Twenty-first Century: how to look at consumers' doubts about new products? How can EVA avoid it?

Shen Hui: about the quality problem, in fact, the traditional car also has a lot of fire, and there are many quality problems. Because new energy vehicles as new things, consumers are prone to some unease; in addition, the development of new energy vehicles early relative disappointing. Although after 2018, with some good products coming on the market, the time is still relatively short and can not change the impression of consumers. So every time the new energy vehicle is on fire, everyone is very nervous. In fact, the spontaneous combustion rate of gasoline vehicles is higher than that of new energy vehicles.

Twenty-first Century: how to compete in the face of traditional enterprises' new energy vehicles?

Shen Hui: the real opponent of the new car making force is gasoline vehicle. Our challenge is how to get rid of the users of petrol cars and the next car to buy electric cars. For us, we still need to let users know about products and brands.

Annual targets remain unchanged

Twenty-first Century: what are the effects of the epidemic on new car manufacturers?

Shen Hui: the epidemic is still a great blow to us, but in the process of recovery, the benefits of private car purchase will be gradually released, and the state and various places have also promulgated policies, which will be relatively good for new energy.

Twenty-first Century: has there been any adjustment in this year's overall plan and sales target? How to view the trend of auto market this year?

Shen Hui: we believe that the second half of the year will resume, and the internal goals of the whole year will not change. But buying a car is a relatively long decision making consumption, and the recovery of the mainstream market will be slower; the luxury car market will recover a little faster, such as Tesla and Wei Lai.

Twenty-first Century: from 0-1 million, from 10 thousand to 1 million, what are the challenges and advantages of real?

Shen Hui: compared with Xiaopeng and Wei, I did not experience Internet entrepreneurship before I came out. But at different stages of entrepreneurship, goals are different.

Although there are many challenges, we have a certain foundation. The first fundamental is whether the product is safe and reliable, stable quality, excellent experience and reasonable cost. This is very important; secondly, the management of cash flow, the growth of sales, gross profit margin and net profit. These are the strengths of our team. So we are very confident in this respect.

Twenty-first Century: will target's ability to achieve hematopoietic self change this year or next year change?

Shen Hui: this goal has not changed. In terms of the gross profit margin of the whole year, it is probably the first car maker that can make it. The first is cash flow management; the second is growth, that is, sales growth; the third is gross profit margin and fourth is net profit. First of all, net profit is a challenge, but gross profit margin is positive. We believe that the stage can be achieved.

As for financing, it is actually affected, but it is very healthy that it is healthy, but financing is definitely delayed.

Twenty-first Century: is there any recent progress in cooperation with Baidu and Tencent?

Shen Hui: in the Internet business of the head, the ecological docking between Wei Ma and the Internet is very deep. Wei Ma is the first and only one to get through with the three major ecosystems. One is Baidu ecology, one is the Tencent ecology, the other is millet ecology. Cooperation with Baidu from the earliest Baidu map to the Apollo automatic driving platform to the joint research and development center. The cooperation with Tencent is to get through QQ music and WeChat; and it is also the first enterprise to get through with millet smart home and smart home appliances.