Text/"Autobot" Michael
NIO？ Day is a large-scale car owners' party held by Weilai every year, and 20 19 is no exception. February 28th, 65438, Spring Cocoon Gymnasium of Shenzhen Sports Center, NIO? Day? 20 19 was held as scheduled. The atmosphere that night was warm and touching. The tearful micro-film and chorus program "Self-cultivation of Electric Vehicle Owners" written and directed by Weilai owners makes people wonder whether the tears on their faces are crying or laughing. What about the old NIO? The day is still dominated by Weilai product launch, so what about NIO of 20 19? Day is more like a big party-for Weilai car owners-from the programming to the beauty of the venue, Weilai car owners are deeply involved in customization.
Weilai car owners are phenomenal groups in the whole automobile consumption circle of China, and their feedback, mutual support and encouragement, including high professionalism and organizational ability, are unique. In 20 19, Li Bin and Weilai had a smooth life, which can even be summarized as "miserable". However, the owners of Weilai still supported their "Bin Ge" without reservation. This kind of user culture makes many friends and businessmen envy and even envy.
What magic does Weilai have to make users so tolerant and supportive? In NIO? Day? On the morning of 20 19 ceremony, Autobots had an exclusive interview with Li Bin. Let's listen to what this person, who is nicknamed "the worst person in 20 19", has to say.
Being a user enterprise is Weilai's creed.
"Other companies talk about' customer first', but Weilai wants to be a real user enterprise ... A company is really born for users, and I think this feeling is different." After the boiling and noise of the night before, the sunshine at 8 o'clock in the morning reflected on Li Bin's face, showing a rare peace. He went on to say: "Specifically, for example, we set up a user trust committee to let users decide how to dispose of their assets ... I personally took out 50 million shares to set up this user trust, but it was $ 10 per share."
The establishment of "Weilai User Trust" was decided by Li Bin in the letter from Weilai IPO prospectus to shareholders in August 2065438+2008. At that time, Li Bin, with the slogan of "growing with users * * *", was determined to truly turn Weilai Automobile into a user enterprise-it was not until 1 year and three months later that Weilai User Trust Council was established and eight user directors took office that 50 million shares of Weilai in Li Bin were truly "presented" to Weilai users.
"There will be a meeting with the directors at noon today. The directors of this trust board are all elected by the Weilai APP community. " Li Bin said: "Now if the company wants to do something that harms the interests of users, it must first evaluate my 50 million shares to see if the users agree ... Although this is only a small matter, it is indeed quite iconic."
Bosses repay users with their own money, and users will naturally trust and support bosses and enterprises more. NIO？ Day? On 20 19, Weilai users spontaneously organized a large number of activities, in addition to deeply participating in customizing NIO? On this day, they also did many touching and exciting things off the court. Weilai users, is this NIO? Day mobilized a large number of car owners' volunteers, from the shuttle bus to the on-site-hotel shuttle service, many of which were completed by Weilai car owners with their own private cars.
"In essence, Weilai is a user enterprise that respects and trusts each other and is kind and grateful to each other. This is the lowest thing of human nature and my own creed. " Li Bin fundamentally expounded the principles and beliefs that Wei Lai and himself adhered to in building user enterprises.
"Weilai started from an ordinary enterprise, giving users a sense of participation and ownership, which will let everyone slowly feel the concept and feeling of the user enterprise, which is also the change brought by the mobile Internet." Li Bin, an entrepreneur from an Internet company, said: "The mobile Internet has brought the distance between enterprises and users closer. For example, when I went back last night, the first thing was not to send a circle of friends, but to interact directly with users in Weilai APP and greet users. " Internet has made Weilai's user culture and Weilai himself.
Innovative thinking is Weilai's advantage.
The biggest advantage of the new forces in building cars is Internet thinking, especially in the field of electric vehicles. The threshold of industrial technology is relatively low, and most industrial characteristics are closer to the field of service-oriented Internet. The rapid iterative transformation of products and the closer distance between enterprises and users are also the basis for Li Bin to persist in operating, building and developing Weilai Automobile in the "adversity".
"If traditional car companies are elephants, we are leopards." Li Bin described Weilai as a new car-making force. "Although they are big, they are not as fast as us ... far from users, and' survival desire' is not as strong as us."
Striving to close the distance with users is the goal that Wei Zi has been pursuing since its establishment. From the user's point of view, Weilai not only makes continuous progress in hardware, but also actively adjusts its services, striving to meet the needs of users accurately and constantly thinking about innovation.
Charging and replacing electricity service is one of Weilai's core competitiveness. Li Bin attaches great importance to this service and is full of confidence: "We are committed to building a nationwide (charging/replacing) network. Just like building a reservoir, you can't wait for the flood to come before building a dam. First of all, we must do a good job in the system and network. The more cars are sold, the more users are increasing every day, and the service must be done first to form a virtuous circle. "
With the increase of Weilai users, the service pressure of Weilai charging and replacing power stations and security vehicles has begun to appear at this stage. These services are no longer gimmicks in people's eyes, but value-added services that Weilai users are enjoying and willing to pay for.
In fact, compared with charging, changing electricity has incomparable innate advantages. In this regard, Li Bin also explained: "The most important significance of the power exchange service is to separate the car from the battery and make an ecological separation. We know that the life of electric vehicles and the life of batteries are out of sync, and the frequency of using batteries by different users is also out of sync. " Battery quality and battery performance management is a project that every electric vehicle enterprise is trying to do well. If all the batteries of electric vehicles can be managed and maintained in one pool, it is of great significance in terms of cost and efficiency.
"Batri? As? Answer? Service, this is an important concept I put forward yesterday. We should make the battery a service, not a narrow commodity. " Li Bin went on to elaborate: "There is a misunderstanding that Weilai's service is very expensive and costly, which is one-sided."
Weilai's innovative service is value for money, even value for money. This is the knowledge of Weilai car owners, and it is also one of the secrets of Weilai having such a loyal user base. Weilai car owners are willing to pay for the services they enjoy. In addition, Weilai's sales model also has the characteristics of short, flat and quick response. There is no sales area, and 40 regional sales departments report directly to the president Qin, which is one of the advantages of Weilai intelligent people.
In terms of products, NIO of Li Bin? Day? Not only did the 20 19 festival launch a cross-border electric SUV? EC6 and brand-new ES8, the more industrial significance is the appearance of 100 kW battery pack and 20 kW household DC charging pile. The new battery pack can not only be bought out for life, but also be rented flexibly according to users' needs, which is an innovative battery ecological creation.
Globalization and expansion are Weilai's future.
"Don't be surprised if Weilai sells to dozens of countries next year." When it comes to Weilai's new plan for 2020, Li Bin is full of grandiloquence. "An important task for us in 2020 is to develop globally and sell our cars abroad."
Using the existing sales model, Weilai has sold its products to 296 cities in China, and its business coverage can be said to be extensive and in-depth. Drawing lessons from the successful domestic business model, Weilai aims at overseas markets in 2020, hoping to sell domestic good technologies and products abroad and build a high-quality electric vehicle brand from China.
"Global supply chain+localized data service, this is a new gameplay and a very important logic for the future automotive industry." Li Bin said, "Weilai is a company that pursues global management from the beginning. The management model has matured in recent years, and now it is time to pay back. "
Weilai Automobile has the background and culture of Internet companies and natural industry competitiveness. Internet companies in China have never been afraid of the challenges of multinational companies and European and American giants, and even defeated many foreign rivals in a normal way, which is one of the sources of confidence for Weilai to enter the global market. At the same time, the state's support for the "going out" of the automobile industry, including the liberalization of policy restrictions and the softening of attitudes, has promoted the future globalization process of Weilai Automobile.
"Weilai's global operation platform is already in operation." Li Bin said with confidence. The technical homogenization of electric vehicle products itself has begun to appear, and no one has the advantage of expanding from hardware itself to generation difference. China electric vehicle products represented by Weilai are not backward in technology in the international market, and even more competitive in some aspects. This is where Weilai's confidence lies-coupled with its comparative advantages in price and service with its luxury car competitors, it has increased Li Bin's chances of winning.
NIO？ Day? On the third day after the end of 20 19, that is, on February 30th of 20 19, Weilai announced the financial report for the third quarter of 20 19. In this financial report, Weilai's revenue increased by 25% year-on-year, higher than market expectations; Although the loss continues, it has narrowed by 10.3% compared with last year. Affected by the third quarter financial report, Weilai Automobile's share price rose by 20.66% on Monday. At the close, Weilai's share price closed at $3.72, an increase of 53.72%, setting a new high in three months.
Although the China auto market continued to slump and the battery recalls in May, June and July, the rhythm of Weilai appeared some disorder, and the voices of Weilai and Li Bin were heard for a time, but judging from the trend at the end of the year, Weilai has recovered the lost rhythm. Not only ushered in the return of investor confidence in the capital market, Weilai also found a foothold in the new car sales market. After experiencing "unexpected troubles" in the second quarter, the sales volume of ES6 in the third quarter reached 465,438+096, and it is expected to reach the delivery level of 8,000 vehicles in the fourth quarter.
Li Bin, an entrepreneurial genius, has gone from complacency in the founding stage to the bumpy progress of 20 19. He has devoted all his energy and enthusiasm to Weilai, and his original intention of making Weilai a "user-oriented enterprise" has never changed.
"We are more concerned about the relationship between people and cross cultures and beliefs, which is the lowest level of human nature." Li Bin concluded: "People are very complicated, but we believe that human nature itself is good, and everyone's lowest human nature will always show a good side." Weilai's user culture is based on this. This entrepreneurial spirit and belief foundation with China's traditional cultural heritage has enabled Weilai to grow into an electric vehicle enterprise with strong cohesion in China, and has also given China automobile practitioners and consumers a sense of pride beyond imagination.
China's electric vehicles are heading for the world consumer market, and Weilai is about to hit the road, behind which are Weilai users who are close to the enterprise. After all, the development of Weilai Automobile has become the business of Weilai users. (Text/"Autobot" Michael) Copyright statement This article is an exclusive original manuscript of Autobot, and the copyright belongs to Autobot.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.