Che Jujun has a friend who once worked in the new forces.

One day when we were chatting, he suddenly felt: I didn't understand why this new force was called "user-oriented enterprise". What's the difference between this and the last century's saying that "the customer is God"? More like a flashy slogan.

First, what is a user-oriented enterprise?

One thing touched him very much. Where the company's annual brand day is held is decided by users' voting. This is an awakening of group consciousness, which allows each participating individual to see the results of his own efforts; Even if the supporters of the unsuccessful city believe it.

Although the supply and marketing cooperatives in the1980s wrote that "customers are God", they are often looked down upon by salespeople. Because this "god" did not participate in the decision-making process, only the so-called decision-making right to choose "buy" and "not buy". Just like the Queen of England, even if she is faced with a decision that is not conducive to her, she must sign it.

The biggest feature of user-oriented enterprises lies in their sense of participation and influence on the results.

▲ Image source: Cheju.com

Therefore, this new force, under the guidance of "user-oriented enterprise", has made service a trump card, and users have become its die-hard fans, which once brought it back to life and flourished. The executives related to their user operations have been poached by friends with high salaries.

Strangely, however, these executives' friends did not grow into "user-oriented enterprises".

"Oranges grown in Huainan are oranges, and those born in Huaibei are oranges", which is a bit simple to explain. So Che Jujun has been thinking, where is the problem?

On a recent weekend, my colleagues and I went to a shop in the suburbs of Shanghai. As night fell, he wanted to eat rice noodles, so he found a shop called "Aunt Ruan Hunan Rice Noodles".

The shopkeeper is a smiling aunt, and her daughter also helps. The shop is clean and considerate, and the taste of rice noodles is also very positive. We left soon, leaving only a little soup base.

At this time, my aunt came over and asked how it tasted. Where improvement is needed.

I heard that my colleague is also from Hunan and brought a plate of secret Tianjin beef for him to evaluate whether it is authentic or not. Wonder why the boss pays so much attention to customer feedback?

So the chatterbox opened.

Aunt Ruan is from Xinhua County, Hunan Province. She came to Shanghai that year and took a fancy to her daughter who went to college. Her daughter suggested that she open a rice noodle shop in Shanghai. How can she open a shop in Shanghai with the skill of a small county? One day, my daughter took her to eat a rice noodle which is said to be the hottest in Songjiang University Town. The shop is full of people, but the taste of powder is ordinary to her.

So she has confidence.

Jiuting, a store, was the first one that Aunt Ruan settled in when the developer just delivered it. After four years of ups and downs, the shops around her were good and bad, but she persisted. Even if there is an epidemic, there is no loss.

Che Jujun asked her aunt's secret, and she gave several examples:

▲ Image source: Cheju.com

Rice noodles were specially shipped from Hunan, and were improved for Shanghai users, such as reducing the spicy degree, reducing the salt content and increasing the local toppings. I noticed a detail. Braised eggs are fried tiger eggs, not as simple as those in other stores.

Specially developed special pig's foot powder-yes, Aunt Ruan used the word "research and development". Pig's trotters only choose the front hoof, which is cleaner and more elastic; At the same time, only select the embarrassing ones to ensure the taste. I often go to the market early and buy raw materials with moderate prices, so I dare to set high prices. This new product sold so well as soon as it was launched that it cancelled the take-out aisle and only served in the lobby.

Another sign: red pestle egg noodles. At first, the guests thought it was new. Who wouldn't do it? The taste is really different. Tomatoes are naturally cooked small tomatoes in Xinjiang, and noodles are made by professional masters with special relationships, not simple machine noodles.

The most important thing is that before pushing new products, she will invite a group of regular customers to do internal testing, try them out for free, solicit opinions repeatedly and constantly revise them. It was not officially launched until most people said it was delicious.

"The old guest said yes, that's good." Aunt Ruan primly said:

Second, what about user enterprises without "user research"?

Che Jujun believes that this aunt from the county has never studied an MBA course or worked in a big company, but her practice is the "user research method" commonly used by international big car companies.

That is, when a new car goes on the market, it is necessary to be a car clinic; ; As small as an advertisement, you need to copy the test. The core is user research. Only when the target users approve, will new models and new advertisements be launched. Many times, user research is not only their own target users, but also industry experts and even competing users to do internal evaluation.

On the other hand, Great Wall, a respectable China brand car company, has also made brilliant achievements. However, in June 5438, 2022+10, Wei 80, the flagship SUV―― of its high-end brand Wei brand, became the target of public criticism as soon as it was listed in the declaration catalogue of the Ministry of Industry and Information Technology. Everyone unanimously commented that ugliness is out of the sky, let alone under the Wei brand, even under the Harvard brand, which is unacceptable.

Fortunately, the Great Wall also listened to the suggestions and announced that it would be rebuilt. Then, combined with the opinions of netizens, dealers, employees and, of course, users, it re-launched Weipai Blue Mountain.

▲ Image source: Cheju.com

The new design can't be said to be perfect, at least it has won the approval of most people. However, it also set a record for a car to change its design after it was listed in the catalogue, which is equivalent to changing the model without listing. The period cost must be high, and the loss of time cost and opportunity cost cannot be measured by money.

So who is the decider behind this toss? Everyone in the industry knows that such a major decision can only be made by Wei Jianjun alone. In other words, the shape of Wei 80 was decided by Mr. Wei. After receiving online public opinion, it was also Mr. Wei who decided to revise it again.

According to insiders close to the Great Wall, from June 5438+1October 65438+March, Wei went to the Ministry of Industry and Information Technology for the catalogue of August 80, and from June 5438+July, the general manager Wei instructed to redesign it. In just four days, it decided the great change of a flagship model.

You can say that the Great Wall or Wei Jianjun made a mistake, complied with public opinion, and finally turned crisis into opportunity. On the other hand, you can also say that this decision-making mechanism is risky and unreasonable.

Because teacher Wei believes that no matter how good the design is, the user will eventually pay the bill; If Mr. Wei is the only one who thinks it looks good and everyone thinks it doesn't, then this is an invalid decision, even a dangerous one.

As a post-60s, Mr. Wei can't grasp that the post-90s aesthetics is a high probability event.

Then why did so many designers, returnees and senior employees inside the Great Wall fail to stop Wei 80' s design decision before exposure? There is only one answer. The Great Wall is a Webster's enterprise, not a user enterprise.

At this time, you will see that at the beginning of the article, New Power emphasizes that it is a "user enterprise".

By the people, by the people and for the people.

"User-oriented enterprise" solves this problem, so it will come naturally soon. "Wei's enterprise" can't let go of this problem, so it will become an empty talk over time. No matter how many user-oriented experts are in command, there will be no fundamental change.

Therefore, Wei Jianjun needs to learn from Aunt Ruan.

Third, what about user-oriented enterprises without "services"?

In addition to the product itself, Aunt Ruan also attaches great importance to service.

For example, it is easy for her to spill soup on her clothes when she is talking about powder, so she has prepared a special decontamination spray. Once I hired a working girl, I sprayed it immediately, and it was immediate. The girl said excitedly that she must write praises of 100 words or more.

▲ Image source: Cheju.com

I said, isn't this the same as a car? The new power of a brand attaches great importance to service, and users are moved and spread widely. Even if the product is not perfect, everyone will maintain the brand like religious worship.

The reason is simple. If you are good to me, I will be better to you.

But many enterprises just can't understand this simple logic. Users will reply as soon as they complain, send a lawyer's letter and even go to court. Why bother? Why bother?

The Great Wall is kind. It doesn't intimidate or rub users like friends and businessmen. Only its problem is that it is too cold to users. How cold is it? Che Jujun, as the owner of VV5, has never received greetings from 4S stores or invitations from users for activities for more than four years, so he has no sense of existence.

High-end brands don't do this. Leng Yan used it in the wrong place.

The human touch can be said to be the best brand in China, with the lowest investment and the best effect, but it is also the most easily overlooked.

Aunt Ruan is not like this. She remembers that all important users, including a fellow villager in Hunan, took the subway for more than an hour every week to eat powder in her shop, just to talk about their family, their troubles in life and their yearning for the future. Many neighbors regard this place as a platform for communication.

Isn't it a bit like Tongfu Inn in Wulin legend?

So her shop is no longer an ordinary rice noodle shop, but a station agent where users can communicate frankly.

Similarly, cars are no longer ordinary means of transportation, but large wearable devices with social functions for users.

If you can't understand the change of this definition, you will fall into "I am sincere in stacking materials, why don't users appreciate it?" Are you sure all the materials you piled are ergonomic? Are they all highly consistent? Can you hit the sweet spot of users? Do they all have high aesthetic and social functions?

Besides, are you sure your service can meet the expectations of users?

In March this year, Che Jujun participated in the "Dry Goods Conference" held by the Great Wall in Baoding. Before the meeting, as usual, the staff will lead the media to the lobby on the first floor, where all the main models of Great Wall brand and various new technologies, from cobalt-free batteries to hydrogen energy, from DHT to integrated headlights, are available. ...

There is indeed a lot of dry goods, so that Che Jujun's mouth is a little dry and he wants to have a cup of coffee before attending the press conference. Because there is a Luckin Coffee in the center of the lobby on the first floor. Who says the Great Wall has no coffee culture?

▲ Image source: Cheju.com

Unfortunately, I was hit in the face by reality again. The clerk's sister said, we closed at 7 pm. I looked at my watch. It was 6: 50. The younger sister said that we should clean the equipment in advance.

Che Jujun and several media teachers in the same industry all expressed regret. Such a good opportunity to "promote the Great Wall coffee culture" and "show the great wall user service consciousness" was easily discarded. When Che Jujun wanted to take a photo as a souvenir, send a circle of friends or Weibo, and want to praise "The Great Wall is very foreign", Xiaomei said:

"Photographing is not allowed here!"

The dry goods festival that day was really dry. Especially in the final public relations statement, cool is cool, but where is the user's value perception point? Is this meeting for users or peers?

The Great Wall may not understand the true meaning of coffee.

At the end of March, my colleagues and I went to Anji to test drive the Blue Mountain and drove back to Shanghai. I passed by the service area and bought a bottle of Starbucks. Asked how much my colleague was worth, he said 12 yuan, but it was actually 25 yuan. At Starbucks, it's 30 yuan.

Why is it normal for the same brand of coffee in the store to sell for 30 yuan? 25 is too expensive in the supermarket?

Because the coffee in the store is not only coffee, but also service, atmosphere and experience. And supermarkets, beverage shelves of similar products are mostly 3- 15 yuan, you sell 25 yuan, of course, expensive. This is also why the new forces will go to the big shopping malls in the city center to open stores, because that environment makes people feel more valuable.

Therefore, when the coffee shop of the Great Wall Headquarters has the same atmosphere, service and experience as Starbucks in addition to standardized coffee products, it may be possible to understand how to provide users with high-end services.

Otherwise, the pricing of Blue Mountain will be criticized as too expensive.

Fourth, small partners are also "internal users"

Fortunately, it is said that Mr. Wei has stopped attending the weekly styling meeting, giving young designers more space to explore the aesthetics of users.

▲ Image source: Cheju.com

Che Jujun still misses the beauty of the first generation design of WEY. Both VV7 and VV5 have a vigorous beauty, with the appearance of Jaguar, but there is no trace of plagiarism. Similarly, the first generation of Harvard big dogs, cute and alert, not only pay tribute to the classics, but also have an independent personality, which makes people unforgettable. However, after the design, it is interesting to say that the dog's tail continues, but the generation is not as good as the generation. This is the understanding of many old users, including Che Jujun (the owner of VV5).

Pierre leclerc and Phil Simmons contributed a lot. Where are they?

WEY's name is quite good, which can be associated with: we agreed that we were on our way. Concise, fresh, lively and meaningful. We can be understood as experts and users here, and we have reached an agreement. After changing its name to "Wei School", it is more localized and rustic, which also marks the retrogression from "user-oriented enterprise" to "Wei enterprise".

Therefore, user-oriented enterprises should not only fully respect the feelings of each user, but also respect the opinions of internal partners.

"Employees are internal customers" is a cliche in MBA textbooks, but Mr. Wei still doesn't seem to understand. The international designer of the Great Wall, Leftover Custom, is an example.

It is not that foreign designers must be powerful, but whether the leaders of enterprises have enough brains and patterns.

If one or two people leave, it is normal; Washed away, shouldn't leaders reflect? Even if they really should go, why did they invite people in the first place? If the backbone employees inside can't communicate harmoniously, how can you imagine him communicating effectively with the uneven users outside?

Wang Fengying's departure will not begin.

▲ Image source: Cheju.com

You see, there are two soul figures at the beginning of the new power, but it does not hinder the authority of the top leader and the vigilance of the second leader. Modern enterprises do not necessarily apply the feudal thought of "there are no two kings in the country"

Aunt Ruan's shop originated from her daughter's encouragement; During the operation, my daughter was also very helpful and used her spare time to help from time to time. When Che Jujun shared the marketing case, she and her daughter listened carefully like sisters, and participated in discussions from time to time, reminding and affirming each other. It was a harmonious scene.

Everything goes well at home, no matter how old you are.

Jeju tubercle

As an autobot who has been optimistic about the Great Wall since 2007, Che Jujun is a little sad about today's Great Wall.

Is it necessary to be outspoken or always amiable? But I feel that the situation is getting more and more critical now. If no one acts as the child again, the emperor still thinks the new clothes fit me well. But when winter comes, people will die naked.

The rice noodle meal at the weekend made Che Jujun realize that even an aunt in a county knows how to run a "user enterprise": user research, special service and kindness to partners. Wei Jianjun, a senior car owner, should know it.

Maybe I know, but I can't erase my face.

Great Wall Motor: A Debate of Life and Death, this is a group drawn by the Great Wall in July, 2020. At that time, the activity was accompanied by an affectionate advertisement, which showed Mr. Wei's thinking in peacetime. Looking back, it was a bit of a show.

Now, it's time for the Great Wall to be truly a matter of life and death. Let go of the so-called face and embrace the user.

Aunt Ruan can survive, so should tough guy Wei Jianjun.

This article is from Jeju. Com, the author of Easy Car Number, the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.