Some people have been driving trams for many years, have been to many places and have a lot of experience; Someone finally reached the goal, only to become a small white tram, full of question marks; Some people have watched the tram countless times, but only love a certain brand; Some people only drive one car, spit it out thousands of times, and still can't bear to sell it.
Without in-depth communication, it is difficult for me to know which car they are driving, what kind of evaluation they hold and what unforgettable stories they have experienced. But among them, there is one type of car owner exception.
Weilai car owner.
Many Weilai car owners' circle of friends are posters of Weilai cars, and some even put a sentence "Blue?" The sky? Coming "is the signature of your circle of friends. Whenever the sales volume is released and the stock price rises sharply, we can always see the joy that Weilai car owners share for the first time. More often, they will also attach an invitation test drive poster containing a personal QR code.
Yes, the owner of Weilai is known as the "king of goods". On April 18, at the delivery site of the new ES8, Li Bin, the founder of Weilai Automobile, even bluntly said, "During the epidemic, 69% of orders were recommended by old users."
Why do Weilai car owners love and support Weilai so much? Most of them helped Wei Lai sell several cars. Last week, an electric survey discussed these issues with 206 Weilai car owners. Today, we will try to uncover the mystery.
How many cars did you sell to Weilai?
Last Wednesday, I invited three real Weilai car owners in the circle of friends to help spread the questionnaire of this survey, and also shared it in a small range among the interest groups of the two Weilai car owners. A total of 206 valid questionnaires were received.
Among the 206 owners of Weilai, more than 5 have become owners of Weilai ES6, nearly 4 have become owners of Weilai ES8, and the remaining 9% are owners of Weilai ES8 and ES6.
In terms of car purchase time, 20 19 accounts for nearly 50%.
After combing the sample results, we found that 89% of the car owners who participated in the survey had actively recommended Weilai cars to people around them, and only 1 1% of the car owners who participated in the survey had not recommended them to people around them because of the short purchase time, the need for further observation, the price and other reasons.
The people around us include their family, friends, colleagues and even partners. For 37% of the car owners who participated in the survey, the above people will be their recommended targets.
This is a high recommendation rate, but what is the actual transformation effect?
According to this survey, up to now, 49% of Weilai car owners invited less than 5 people to test drive, 10 people were recommended to test drive, accounting for 19%, and 16% of Weilai car owners recommended more than 20 people to test drive. On the weighted average, inviting 10 people to test drive is the average level of participating Weilai car owners.
From the three dimensions of payment intention, big payment and delivery, it is still the interval with the highest proportion of less than 5 people. On a weighted average, the owners of Weilai who participated in the survey helped Weilai sell six cars.
Most of these car owners (accounting for 54%) have always enjoyed it and are willing to help Weilai bring goods at any time; It has also been said that after the excitement period, it is recommended to reduce it, but if people around you have plans to buy trams, they will definitely recommend Weilai.
In the communication with several Weilai car owners, more than one person mentioned to me four famous old car owners in the "Jingwei Army" represented by "Steel Head Section Chief". These four people helped Weilai sell more than 250 cars, with sales exceeding 100 million yuan, which is a "model" for bringing goods.
Why did you choose Weilai and why did you recommend Weilai?
Why are Weilai car owners so crazy to help Weilai platform? This must represent a high degree of user satisfaction?
Let's talk about why we chose Weilai.
Through this survey, I got to know two friends of Weilai car owners, one is Mr. Chang, a Beijing car owner who owns both ES8 and ES6, and the other is Mr. Chen, a Shanghai car owner who bought ES6 on October 20 19.
According to Mr. Chang, he actually saw the Tesla model before buying the ES8? S and Mercedes-Benz S, probably wearing ordinary clothes on the day of seeing the car, sold people to order food, and there was no contact and tracking afterwards.
After that, in NIO? Mr. Chang, who just learned about Weilai Automobile the day before, placed an order at the event site. Although Mr. Chang's mother was worried about pyramid schemes because she didn't see the 4S shop on the day of car booking, Mr. Chang didn't think it was a hasty decision.
In the process of waiting for the bus, he kept learning Weilai's technology, inspected Weilai's service, and learned more about Weilai's feelings through test drive.
Why did you choose Weilai in the end? Chang always first mentioned "higher configuration, better business, and the best of both worlds". But beyond that, I clearly felt from his words that Weilai brought him a feeling different from Tesla and Mercedes-Benz. For example, after an activity, Teacher Chang's mother talked with Li Bin for 40 minutes and thought that "only Weilai users can have an open interaction with the company's top management".
Mr. Chen from Shanghai has a similar experience in car selection. He admits that he is a "black to powder" person. When preparing to buy a car, Volvo XC60 and Audi Q5L are the first choice. When I saw the ES8 on the street, my first reaction was "It was really a fool who bought this car".
Later, I happened to see Tesla with friends. At that time, I thought the work was "funny" and selling 33W was like a joke. There is a Weilai experience store next to Tesla, and I also went to see it. "When you open the car door, it feels completely different" and "screen, human-computer interaction, killing Volvo", I am very interested in further understanding. Sales also give people a different feeling. In Mr. Chen's words, "Tesla's sales talk to you about how well this car sells, and Weilai's sales talk to you about the performance of this car."
Mr. Chen is engaged in the hotel service industry. In his eyes, heartfelt service is sincere service and good service. But sincere service should be based on excellent products, strong technical and data support and information enjoyment, which will also save a lot of service time. It is the dual function of Weilai's products and services that makes Mr. Chen finally "turn powder".
Combing the top ten reasons why Weilai car owners finally chose Weilai car, we found that the excellent configuration with high cost performance is the most important reason for more car owners to choose Weilai, which is also the basis for Mr. Chen to provide sincere service. In addition, 18% of the car owners who participated in the survey started from their love and recognition of the brand, and 13% of the respondents thought the power exchange service was the most attractive.
Many people have commented that Weilai Automobile is a user enterprise that sells services and delivers cars, but from this survey, only a strong service system attracts few car owners.
Satisfied with the product itself and the service system, and at the same time recognized what Weilai brand is doing and the community culture of car owners brought by Weilai. These factors must be at work at the same time when choosing Weilai.
Similarly, the car owners who participated in the survey also gave similar answers to why they constantly recommended Weilai Automobile to people around them. The proportion of products and services is very high.
This reminds me of what Dr. Shen Feng, Vice President of Weilai Quality and Chairman of Quality Management Committee, said in a collective interview with media including First Electric nearly a year ago. He said, "Quality is a kind of belief, and it is a matter for everyone. A smart company must want to achieve the ultimate quality, just to see if it has the ability to achieve the ultimate. In this way, the brand reputation will be good, which is what we really pursue. "
In the first five months of 2020, the personal insurance coverage of Weilai ES6 ranked in the top three, second only to Tesla models? 3 and baojun E 100. This is the real recognition of this brand by users.
As far as product configuration and service itself are concerned, which genes of Weilai are most satisfying to users? According to this survey, we have summarized the following points, which must be the core magic weapon to urge Weilai car owners to bring goods crazily.
Those warm stories that Wei Lai and I experienced.
Are products, services and culture really the fundamental reasons that can make Weilai car owners carry goods crazily? It's possible.
But in the communication with the owners of Weilai, I can clearly feel that these three words are too pale and empty for them. Because, in the real experience of every Weilai car owner, there are countless real cases of "Weilai is stupid and good for users". They will excitedly say "Let me give you an example" and proudly ask "Who can do it except Wei Lai?"
After listening to so many warm stories, I believe that these seemingly insignificant movements are the Weilai symbols that are truly engraved in the hearts of Weilai owners, giving them enough confidence, strength and persistence. This is the magic of Weilai, and it is also the secret that car owners are willing to hoard goods crazily.
Finally, some warm stories are extracted as follows, thanks to the friends of Weilai car owners who participated in the survey.
@ Pint Long Island Iced Tea: When passing the intersection on rainy days, a car suddenly turned in a blind spot. With the four-wheel drive and stable chassis, I haven't lost control. This sense of control and security makes me trust it.
@Will: Drive the ES6 to the track and prove Weilai's product strength with the results.
I stole God's wallet: I drove the ES8 to the Arctic Village!
@ Jingjing Jingjing Jingjing: I feel Weilai is the best friend, and I really think about my customers!
@ Zhang Hao: Weilai always does something to please users. For example, during the Spring Festival epidemic, I was given five disposable medical masks of N95 and 10 when masks were in the most shortage.
@SSSSSuper_Van: More like a friend with sales.
@ Tang Yin: I gave my son a birthday party with great care.
@Tony: My daughter was born at the end of last year. FL saw my circle of friends and secretly sent a baby suit as a gift. I'm touched, okay?
@ Up to 26x speed: When I was a volunteer, I talked with a prospective client for half an hour, and then that person told me that he was also the boss of Weilai.
Meng: Nothing special, but I feel very comfortable to get along with.
@ Xiaoyu: The villagers have love, the service team has love, the riders have love, and the Weilai company culture also has love and full of love.
@ Changhe Enterprise? |? Chang Luqiu: Too many. When rescue is needed, the car responds quickly. After-sales service is very good when the car needs maintenance. The seller F kept in touch, and I also attended F's wedding. There is another unforgettable thing. When I was traveling in London, I went to London Weilai's office and contacted Brother Bin, who was very efficient and willing to arrange it for me personally. I'm just an ordinary user.
@ Dr. Zhou: Solve problems in time and communicate without worry.
@ Y.: One-button boot brother drove for 3 hours during the rush hour and went to Qinling to charge me.
@HalloCai: I once called the power service of Xin 'anjiang. Brother Diantong, who arrived from downtown Hangzhou in the middle of the night, picked up the car in the early morning and sent it back to the hotel before 6 o'clock.
@ Zhang Hao: Driving ES8 from Shanghai to Beijing, the staff who changed power stations along the way made relay calls to help plan the trip and ask about the road conditions, and gathered at the gate of the service area in advance. More than a thousand kilometers away, it will always be remembered.
@ Swimming Ring: It took only one hour to get a new tire from calling for help when I experienced a high-speed puncture for the first time.
@ Qingqing: The charging pile has moved. The original charging pile was dismantled and replaced with a new module, and moved to another address. This complicated operation was also completed by Wei Lai for me.
@ Xiaoming: In less than half a year, I feel a feeling that cars serve people that I have never experienced before. From one-button startup, one-button maintenance to power change, it is very comfortable every time. What you think, what you didn't expect, are all felt and experienced. This shouldn't be called a story, it's true.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.