Where is the car? Will you pay a deposit for a brand-new brand?

The owners of these brands, Weilai, Tesla, Ideal, Wisdom and Baiteng, constantly subvert the public's cognition.

I am a community operation manager with millions of daily active users. Let me talk about the users of these car brands I have met.

People lack a sense of belonging and want to be organized.

Why did you buy an electric car and pay the order before the factory was built, becoming a prospective owner?

Isn't it uncomfortable for friends who oppose electric cars to be called electric donkeys or electric dads?

Anyone in their right mind will know that the first consumers of electric vehicles will definitely have trouble with infrastructure.

So what are they looking for?

Is it because of the cool press conference of "suffocating for dreams"? The founder has not returned to China.

Is it because of the aura of the founder? The godfather of travel, the father of electric cars, the father of the largest car community or one of the Internet hegemons? But some time ago, "20 19 worst man" said one of them.

Buying a car is beautiful, easy to drive, convenient and safe. These friends have to bring their own dry food to fight when they buy a car to defend their brands. I sometimes wonder, who should pay for whom?

I also do community operations myself. At first, I thought the community was just a place for everyone to chat. With the deepening of the operation, I found that the core users feel that they are not guests, but owners.

In the past, I felt that brands were piled up by intensive advertisements, such as "Hengyuanxiang Yang Yang Yang Yang". Now some new brands begin to drive brand growth from user relationship, and CRM will become more and more important in the future. Because people lack a sense of belonging, their inner hopes are stimulated.

At Guangzhou Auto Show, I participated in an open dialogue between Baiteng order users and Baiteng management. This scene shocked me. These users treat the company like shareholders, and the questions of these order users are so direct.

This user bluntly told Dai Lei, the founder of Batten, "I am also the owner of another high-end brand. I am often cheated to buy insurance in 4S stores, and often take advantage of me after sale. If Baiteng takes the dealer model in some cities, will the pain points of luxury brand owners reappear in Baiteng? "

Dai Lei is more real when facing his core car owners. He said: "I have been engaged in automobile marketing and sales for decades and have made different luxury brands. On the dealer side, I not only know what happened, but also know the reason. If we put a lot of pressure on dealers, regardless of their profit and financial pressure, even the best dealers will choose reversely. Therefore, we are very cautious when choosing distributors and making development plans. "

Another Baiteng owner asked Dai Lei, "Will the Baiteng brand over-promise to win the support of the owners? Does Baiteng consider its own sustainable development? Will the troubles of Weilai car owners become the troubles of Baiteng car owners? "

The communication between these order owners and bosses is like soul torture. The bigger challenge is that the boss is working with some order owners, and this kind of torture is inevitable in 7*24 hours.

Delivered in 2020, is the owner of Baiteng emotionally stable?

While everyone was not paying attention, I also chatted with the order users.

I asked Baiteng's order users, have everyone persisted in these two years? Has anyone unsubscribed?

They said there must be. Some people need a car badly, so they decide to retire. More users who have paid the deposit have other cars at home, and they are chosen because the car is attractive enough for them.

The brand of electric vehicles has changed the industry's understanding of SOP (start? Yes? The definition of production). Before the user got the car, the brand announced that it would take longer than expected to start production. I asked Batten's order users, are you really patient?

Users say that every new force has to wait, and there may be some problems in timely delivery. They will even tell the brand not to control the quality quickly. If there is a problem with the quality, word of mouth will collapse, which is even more irresponsible to users.

I asked the user if there was a time when the brand would get up and make trouble if it could not be sent out.

They said that after waiting for so long, what they expected was no longer the moment of delivery, but everyone worked together to create a good work. However, if Baiteng has any plans or promises to adjust, it must inform the users promptly. As a brand lover, you need to have the right to know.

I also asked them if they were involved in product development planning.

They said someone had participated. Batten has a user plan for manufacturing personnel. Core users can go deep into the enterprise, communicate with designers, engineers and product managers and tell the enterprise what they want. The front-line personnel of the manufacturer will constantly update and improve the products according to their suggestions.

The interesting thing about this company is that the top management of its products also likes to mingle with users. Is the user talking about Jacob, vice president of Baiteng Design? Benoit was very excited when communicating with users. Deep and high-frequency communication between users and product planners is rare in traditional car companies.

Another feature of these core users is that they dig deeper into the brand than the media. They will go over the wall to watch the news on Facebook and Twitter, and also go to LinkedIn to see who new employees are in Baiteng, what the top management has said, and why this information is liked.

They translated this information into Chinese and put it in the car owners' group and Weibo. User feedback is sometimes faster than the public relations department, which makes the public relations department both excited and stressed. This requires them to confirm and explain faster than the traditional public relations department of car companies. You can't pretend not to see it yet, because you are in a group with the core users. Even if you are not in a group, someone will transfer it to you in the shortest time.

Most of these predetermined users are attracted by the styling and big screen. For the big screen, they are both looking forward to and worried. They don't know whether Baiteng can make such advanced black technology. While waiting for product development, these users also inquired about the news of screen supplier BOE everywhere. Finally, I saw that the prototype of mass production actually exceeded the expected value. Users of these orders had worried that the whole big screen could not be realized, and it might be that several screens were put together; I'm afraid that even with such a big screen, there is nothing in it.

At the press conference of Guangzhou Auto Show, Baiteng did not show the highlights of his products like traditional car companies, but described the scene of the owner's car and the value brought by the products in the scene, which was very user-thinking.

The owner of Baiteng said that in addition to the IMAX-class big screen, the most exciting thing for the owner is the interior space. The passage between the front driver's seat and the passenger's seat is completely open, and the transparent fuel car is unprecedented, especially the lateral space is unforgettable.

I asked them about privacy. For example, more and more electric car brands are collecting user information.

They asked, which APP doesn't collect user information? Otherwise, how can I check the ticket in Ctrip with my front foot, and I can see Ctrip's ticket advertisement in Baidu and headlines with my back foot? They think it is ok to collect user information, but it must be authorized by the user. This is the bottom line.

I'll talk to them. Will the owner of Baiteng have an offline party? Is it true or false to communicate offline with brand owners?

The feedback they gave me was that the basis of offline communication is that everyone has the same life and interests. If you just agree with a brand and feel that users who become brands have a sense of belonging, online communication is also good. What excites them most about online communication is the Frankfurt Motor Show. They feel that the products they ordered have been highly praised in Europe and attracted the attention of European journalists and European manufacturers in product planning, which makes them very proud. Because of these, Wei Lai didn't do it before.

Their view of Weilai's first car is that there are many bright spots, many selling points and obvious shortcomings. In this case, the attack is not focused enough, and the defense is easily caught by the short board. Baiteng is relatively simple and does not emphasize the sense of acceleration of electric vehicles. It uses the new body layout of electric vehicles to create a new interior space. Baiteng planned the world's largest mass production screen, which is the embodiment of his cleverness. Baiteng guides the public from focusing on vehicle performance to focusing on intelligence.

Baiteng is the next Wei Lai? Or the next Tesla?

I talked to Batten's boss about the company's investment. I asked them if they were a little worried. Everyone always says that Baiteng is a bit backward, and Baiteng is not valued by the funds of China Internet circle. People in the internet circle are more willing to vote for He He.

Car owners are very concerned about the source of investment. They said that if internet companies invest in new energy, it means that they may be laid out by giants in the field of car networking, and more achievements may be needed in UI/UX. Being invested by the capital of traditional automobile genes, investors may have higher requirements for traditional transformation. Batten's current investors come from FAW, Contemporary Ampere Technology Co., Ltd., the world's most important battery supplier, and Nanjing Municipal Government. Most of these capitals have strong traditional autobots genes. This shows that capital recognizes Baiteng's product planning ability, platform planning ability and supplier integration ability.

Recently, Baiteng won the C round of financing. Marubeni, one of Japan's largest trading companies, and Myoung, a Korean car supplier, participated in the investment. Shen? Company.? In addition to investment, the former also plans to become an overseas market expansion partner of Baiteng and sell Baiteng's products to other countries. Ming ang? Shen? Co is a supplier of Hyundai and Tesla in Korea. Ming ang? Shen? Co？ 20 18 bought a factory of GM in South Korea for 94 million dollars. They intend to use this factory to produce slatted cars.

In the eyes of the owners, the money that Baiteng got was not hot money. The money did not particularly strongly promote the demand of Baiteng IPO to raise its share price and then quit. On the contrary, they all strive to achieve * * * win in ecology. For example, there are quite a few chemical reactions between Baiteng and Hongqi.

At present, car owners are willing to believe that Baiteng spends more time polishing products. Although the delivery time is at least half a year later than originally promised, the user's mood is still relatively stable. They think that more polishing will make the product more stable and beneficial to word of mouth.

I also talked to Bi Fukang, the pre-scheduled owner of Baiteng and the co-founder before Baiteng. When Bi Fukang resigned from Baiteng, the owner was still a little shocked.

The owner said that at that time, Baiteng's boss and members of the public relations department did not evade this issue and had frank and good communication with users. At first, everyone was suspicious, but when the car owners saw Bi Fukang jump ship twice in a year and finally settled in FF, the car owners were very calm.

The reserved owner of Baiteng does not like others to compare Baiteng with FF. They don't think Bai Teng looks like Wei Lai either. They think that Baten and Weilai have different genes. Baiteng users prefer Tesla.

I once talked to Li Bin from Weilai. What changes has Tesla brought to the world, so that it has such a high valuation? Li Bin believes that Tesla has changed the relationship between car companies and users, such as the direct sales model, such as the closer relationship between users and OEMs. I also asked Barton Dai Lei what he thought of Tesla. Dai Lei's point of view is that Tesla has changed the internal organizational structure of car companies and made intelligence the driving force of car development. Tesla is not only a car company, but also an IT company. It is difficult or even impossible for traditional car companies to evolve Tesla's organizational structure. To put it bluntly, which car company's CIO can enter the board of directors or communicate with the president on an equal footing? How does a marginal department become an engine of progress?

Among electric vehicle enterprises, Weilai, Ideality Zhizao and Baiteng all have clear fan attributes, and their brands are also striving to create a sense of belonging for users. The order users of these brands really bring their own dry food to help them sell it everywhere.

Some time ago, someone asked me if Weilai automobile would die. I told the consultant that its brand and its relationship with users are actually of high value. Not making money doesn't mean it's worthless. I also have colleagues and friends who ordered one for Li. They have a high tolerance for ideal intellectual creation. There must be some shortcomings in the product, but the enterprise is willing to listen to the voice of users and change together. This feeling is unprecedented in China and even in the world automobile industry. Similarly, many people hope that they can survive in this fierce competition.

Tesla's Model3 is made in Shanghai. He should speed up the meat grinder war. Only when someone dies faster can someone live better.

I wish the lovely Baiteng car owners an early opening of your "Walking IMAX Cinema".

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.