When we talk about a company going public, what we often say is "this company is going to raise more funds to do things."

However, there is such a company. After going public in March this year, not only did it not raise a penny, but it also raised more than 50 million yuan. It can be described as a spectacle in the capital market.

This company is actually familiar to you. It is called: Weilai Automobile.

So what is the reason why it subsidizes money? The answer is: for the users.

I remember that in 2018, when NIO last submitted its prospectus in the US stock market, I took guests and sent students to NIO to study. When communicating with Li Bin, a classmate asked him: "Both NIO and Tesla are positioned at the high end. As a founder, what do you think is the main difference between the two?"

I remember Li Bin’s answer at the time: “Tesla is a typical American hard-core technology company, and Musk believes in calculation. But I value more systematic operations and care more about people, so NIO’s The core competitiveness is 'user-centered'."

After hearing this, you may have a question, "user-centered theory" is not a new concept. Huawei is called "customer-centric" and Alibaba's values ??are called "customers first, employees second, shareholders third". In fact, all companies today have realized the importance of customers.

In fact, there is still a long distance between realizing and doing it.

As a leader in case studies, it is necessary for us to take you through the "How" of NIO: how it implements "user-centeredness".

There are three points.

The first point is to build a super service system. The system includes pre-sales, where users can make an appointment to have the car delivered to their home for a test drive, to after-sales, one-click maintenance, free repairs, etc.

Then Weilai has an APP. It is a phenomenal APP with 200,000 daily active users. This is something that most manufacturing companies cannot accomplish, and it also makes traditional companies with hundreds of millions of users around the world unable to achieve this. Car companies can be said to be jealous.

Of course, the other side of the coin is that it costs money. Comparing the quarterly reports for the three quarters of 2021, Weilai's marketing, sales and administrative expenses (4.52 billion) are equivalent to the sum of Ideal (2.366 billion) and Xpeng (3.29 billion). It can be said that Weilai is building a service system at all costs.

The second point is that everyone should come forward and provide good service. NIO's emphasis on users is not just a show, but something that is actually done by all employees. NIO’s user service was once called “Haidilao-style service” on the Internet.

For example, after a car is delivered, NIO will set up a “many-to-one” user-specific service WeChat group for users, with staff from various fields and levels working together to serve one person. users; and managed by a dedicated department in the background to ensure that users will receive feedback within 2 minutes of sending messages.

Not only that, Li Bin himself also died personally. You know, he is the owner of a company with more than 15,000 employees, has a net worth of more than 30 billion, and is famous on the world's richest list. However, many times when I talked to Li Bin on the phone, I heard that he was doing various things in person at the bustling customer event site.

I once shared with you in "Tingjie Case Collection: Anti-fragile Strategy" how Kazuo Inamori used "full sales" to turn the tide during the economic crisis. That was Mr. Inamori's explanation of The pursuit of the ultimate in business results, so today when a company wants to pursue the ultimate user experience, whether it really allows all employees to work hard and quickly is an important criterion.

The third point is deep trust and user innovation. With the help of a deeply bound community, NIO has set up a "NIO Value" points system for all car owners and users. The level of points directly affects the user's say in enjoying services, including the use of user funds, peripheral product production, and user activities. Plans etc.

What customers are most excited about is that Nio Day is Weilai’s annual brand event day. Where to hold this event and what the theme is are not decided by Weilai, but by Weilai. Car owners go and vote.

This innovation is very interesting, and has even become an important innovation phenomenon in today's era. For example, Bilibili is unique in the content platform. Its user production and user comments have actually evolved into important content values ??for the second or even third creation on the platform. The reason why our guest school has become a holy place for entrepreneurs to learn case studies is not only because of our unique courses, but also because of our "tree planting plan" to serve alumni, which everyone talks about, actively contributes, and is willing to share.

And Weilai’s user service is an extremely innovative exploration of no man’s land.