Original Li gang
The 1920s is undoubtedly an era of deconstruction and reconstruction. Culture, politics, economy, and global scanning are no exception.
Therefore, following the old map, we can’t find a new road.
ToB, or toC, has become the entanglement of the marketing model of the automobile industry.
In recent years, "direct marketing" is like a nightmare, which has been tormenting the choice of the industry elite.
Deconstruction and reconstruction, toB or toC, the "third track" of krypton, face the greater challenge of marketing evolution! ,
wake up from a dream
Starting from Tesla, the new forces tried to deconstruct the existing model, to go to the intermediate link, to change the life of dealers, and to directly face consumers.
Without the experience in the automobile industry, the in-depth observation of business logic, and the system design of business model, I am afraid it is difficult to sustain.
Sure enough, the initiator who was helpless and keen on "direct sales" began to wake up, and now it seems that while continuing to expand the network, he began to get close to the dealers.
At the moment when electric vehicles are on the rise, Tesla has expanded production and reduced prices. The pragmatism of "bonus hunter" is direct enough, which really makes people sigh.
The new force "direct selling" is gradually drifting away, and experts in the industry have described it as "fried dough sticks or twists".
On the contrary, Krypton, who came first, saw the correct direction of marketing evolution in "chaos", and then outflanked it from behind with unstoppable momentum.
When the shortage economy transits to the surplus economy, when the industrial production capacity is greater than the social demand, when the market segments call for differentiated products, the market competition of automobile enterprises is "under great pressure".
In the public opinion environment where electrification, intelligence and networking are popular, all kinds of new energy vehicles are rushing into the ignorant and waking market, and consumers have added the trouble of "choice".
The rapid development of products and technology, market and demand, especially the exploration of channel mode triggered by new energy automobile products on a global scale, is forcing the automobile circulation industry to accelerate the transformation and upgrading.
Therefore, it is the guide to the transformation and evolution of the automobile industry to promote consumption upgrading with technological progress, guide product evolution with user thinking, and realize the opposite direction with the same frequency resonance.
How to innovate differentiated competitive advantage and how to reconstruct business model?
Extreme krypton believes that direct marketing is imperative, and the sword refers to toC!
Brand new image
On November 6th, the owner of Seven Star Zhai was lucky enough to attend and inspect the opening ceremony of "Extreme Krypton House".
This is the first Kryptonian store in China called "Kryptonian Home", which is located in Shi Xiang Road, Gongshu District, where major brands are clustered.
Here, different from the single functions of the existing supermarket exhibition, krypton center, krypton space and delivery center, the "krypton home" includes all the functions of experience, sales, delivery and after-sales, creating a "home" for consumers’ warmth and empathy.
It is said that the "extreme kryptonian family" will increase the number of stores where conditions permit, and upgrade the decentralized operation to intensive operation, which will facilitate consumers and reduce operating costs.
The internal functions of "Extreme Krypton Home" are complete. Especially refreshing, specially designed audio-visual teaching place, "teaching car" for users.
Why is there a "teaching car" link? The three key words of intelligence, high-end and pure electricity are connected with intelligent driving, intelligent cockpit and intelligent chassis. The so-called intelligent high-end is bound to "hide" some new technologies, new functions and new operations.
How to operate and experience is unprecedented and unheard of. You said, "Don’t teach or learn" will do?
In the delivery process, you will see the highlight moment of the user! Pictures filled the scene with joy and seemed to float out to share with more people.
"Kyojia" also has a second-hand car replacement business. As long as it is the owner, no matter what brand or model it originally owned, it can be exchanged for "new life" here.
If you pay attention, you can link to this service in any krypton store in any city, and you can get one-on-one answers. Anyone who passes by and drops in for coffee or cocktails will be warmly received …
Walking into the krypton center of Chengdu, you can see local elements everywhere. Bamboo forest is planted in the center of the spiral staircase, which is the user space on the second floor. Bar, leisure area, free space, forum area, conference room, etc., make people feel at home.
Users talk with tonality, brand culture is spreading, and products resonate. It is by no means a car selling outlet, a living room, a window, and a spiritual communication.
In the 2022WD Awards World Design Award, the Krypton Center Chengdu Taikooli won the highest honor of the Winner Award.
This award is hard-won. Previous award-winning companies include world-class excellent design companies such as Foster and Jean Nouvel.
Chengdu has a population of 21 million+,and its consumption potential is huge. The radiation capacity of the city itself is also huge. The completion of Chengdu Krypton Center will naturally drive the pulse of the whole southwest and even incite the western market of China.
Due to strategic considerations, the extremely krypton network layout has indeed made great efforts. According to reports, at present, there are more than 220 stores in major cities across the country, and delivery services are spread over 330+ cities across the country.
"Extreme Krypton Home" has completed the initiative of a brand-new business model in the new energy industry, and at the same time made the reputation of the extreme Krypton brand more brilliant.
Some willing and powerful partners in relevant cities across the country, with local superior resources, enthusiastically joined the cooperation when they heard the news, tied up extremely direct sales experience, shared toC, directly hit the pain points of users, and ensured the ultimate experience of every user without difference.
The ultimate experience, user activity is an important content of extreme empathy.
Those who participate in the Kryptonian community activities are all users who have decided or have already picked up the car. "Dading" is equivalent to "engagement".
The video raiders produced by Krypton sent an APP to guide new users how to participate in Krypton community activities.
The activities carried out by Krypton in various regions of the country have different forms, all of which are very close to "earth and gas" and "popularity", forming an ecological circle of Krypton owners.
There are many activities after delivery, and there are 2 or 3 events every week in each city, which is very active online and offline.
Users’ feedback to Krypton is very direct, and they basically communicate and interact on the APP. After the event, users often post posts to express their feelings about participating in the event.
These ingenious marketing forms are obviously designed to penetrate the user’s thinking.
In the Insight Report on User Net Recommendation Rate of Passenger Car Market in China (2022 Edition) released by Easy Car, Krypton achieved a net recommendation rate of 70.29% by virtue of its ultimate products and the concept of co-creation with users.
According to the report, Krypton ranks first among the mainstream brands of passenger cars in China, surpassing luxury brands such as Tesla and Porsche.
It is also an inevitable logic that there is a gain from a hard work.
Underlying logic
Isn’t the product king? Why do you have to work hard on marketing?
Classical economics tells us that commodities must go through three links: production, circulation and consumption to realize their life value.
Marketing, in short, is the knowledge of "buying and selling" and belongs to the circulation link.
From the perspective of supply side, production and marketing are like people’s two legs. If one leg is long and the other is short, can this road go fast?
Therefore, it is not enough to just "product is king".
In fact, the necessity of marketing evolution has been further strengthened in the buyer’s market.
With the transformation of automobile industry, a variety of energy technology routes are parallel, and facing the formats of buyer’s market, stock market and market segments, we need a suitable marketing model.
Not only the automobile industry, so researchers say abstractly that products are ships and brands are sails.
Practitioners developed and said, "Marketing is the wind".
Extreme krypton extension says: users are the vast sea!
Wow, the eternal swan song of "water can carry a boat and overturn it" meets a bosom friend again in the crisscross of time and space.
In the past, the connotation definition of a brand was its long-term reputation. Consumers with money and no money will flock to them and stare at the "brand" of a century-old shop.
Now it’s completely different. There are abundant commodities, oversupply in the market, innovation in products and dazzling new technologies, and consumers have long been at a loss.
Follow the crowd, you may be disappointed, and you can only see the "true chapter" if you experience it yourself. Therefore, the experience economy meets unexpectedly.
Therefore, in the Internet era, "user word-of-mouth big data" has ruthlessly refreshed the original definition of the brand.
The surging traffic brought by users’ word-of-mouth communication can make the brand image colorful.
The marketing concept of "Don’t compare, don’t try, don’t sell" in Dajili automobile industry has been inherited under the innovative direct marketing mode, and more forms and deeper consumer experience have become the top priority of active marketing.
For me
In addition to the "4S" function, traditional dealers also have an important function-the "reservoir" function.
Building and maintaining a "reservoir" for finished products is an unavoidable need for manufacturers and markets.
Because of the randomness of market demand, there is a pair of contradictions with the basic requirements of balanced production of enterprises. Previously, the task of "neutralizing" contradictions was completed by dealers to adjust the relationship of unity of opposites.
Organizing production according to the order, producing a car and frying a fried dough stick, the process and timeliness are very different. Without a proper reserve of finished products, the market simply can’t wait, and the complaining subscribers will definitely destroy a brand by themselves.
The ideal is full and the reality is skinny. With the direct operation mode, the construction and maintenance of the "reservoir", and the huge capital occupation of its heavy assets, the manufacturer must be unable to support it alone.
Not only that, but there are also three "huge stones" lying across the kryptonian track, which are equally tangled.
First of all, the pressure of capital investment and human resources; Secondly, the ability to create the social ecology of direct marketing places; Third, the determination to resist the forces of habit.
Direct sales, not to mention how much investment is needed, and where professionals come from, are many departments of land acquisition, demolition, industry and commerce, taxation, environmental protection, fire safety, etc. in stores all over the country. Who can "have thousands of buildings, which is a great shelter for the world?"
A manufacturer who is partial to the corner must be "owned by me" in direct sales?
Extreme krypton is no longer entangled, I believe that "all roads lead to Rome"!
(of a situation) be getting better
Thanks to the cooperation of compound foreign talents and endogenous talents, more in-depth innovation strategies have surfaced.
Like-minded, various forms, risk sharing, benefit sharing. Specific practices, trade secrets, inconvenient to disclose!
Actually, I don’t know how to divide the money.
Manufacturers and distributors, including powerful and willing partners, are led by manufacturers and cooperate to become "a family", a model and a goal, heading in the same direction.
The "extreme kryptonian family" with full-function management is the innovative result of this model.
Evolution is progressing rapidly, and more open social cooperation is beginning to take shape.
Before sticking to the after-sales service in 4S stores, manufacturers began to make high-quality professional automobile maintenance outlets show their talents in a special and franchised way, which was very popular among car owners.
"Don’t want everything, but want to use it", which is a socialized division of resources and a high-level cooperation form that can complement each other, enables the leading party, partners and consumers to achieve maximum empathy, sharing, co-creation and win-win.
An experienced executive who "digs" from new forces believes that the direct marketing model of "seeking for use" is the most ideal format.
The capital market is not only optimistic about product development, but also concerned about whether the "nuclear fusion" of industrial deconstruction and reconstruction is successful, and the evolution of marketing model will undoubtedly become a powerful driving force for market realization.
reach the same goal by different routes/means
The krypton gene comes from Geely automobile industry. However, whether it is product definition and technical logic, or business model and user thinking, Krypton is different from the previous "matrix".
Extreme krypton stands out from the "matrix", fundamentally speaking, it is a corporate culture in which the spirit of learning is superimposed on the spirit of struggle.
Krypton’s strategic positioning has been endowed with the glorious mission of being the vanguard and experimental field of transformation and reform of Dajili (referring to Geely Holding Group).
Despite the rich heritage and color accumulated by traditional automobile companies for many years, Krypton has attracted much attention from the outside world since its birth. It not only entrusts with the earnest expectation of Geely automobile industry, but also is regarded as a reference system for strategic transformation by the whole traditional automobile industry.
The evolution of extremely krypton marketing is not alone, but has been passed down and developed in the great Geely system.
This can’t help but mention the link. The gene combination of Lectra is not only a "hybrid" between Geely and Volvo, but also plays an important role in connecting the past and the future, and plays a decisive role in the development of the automobile industry of Geely!
Krypton’s 001 hunting coupe, its previous life was the concept car of Lexus Zero, which was an open secret before Krypton came out.
Based on the "Two Blue Geely Action Plans", Dajili decided to launch the intelligent pure electricity project. According to the overall planning of the group, this concept car was reluctantly "adopted" to the new students.
In addition to the inheritance of products, the avant-garde Link has added two new functions of "Social" and "Share" on the basis of "4S", taking the lead in opening up the link between production, circulation and consumption.
What is even more gratifying is that an executive of Geely Automobile Group, who asked not to be named, revealed that a new management system has been established for existing dealers, with vertical business processes and redistribution of benefits, so that bosses and employees have their own places.
Dealers receive more systematic education, integrate into more attractive new models, and get more stable returns.
Completely dominated by Geely.
Ownership remains unchanged, but the "playing style" has been changed. From the perspective of human nature and common sense, there is no need for dealers to follow the old rules.
Geely’s "first try" in another pure electric brand has achieved remarkable results.
Great Geely automobile industry transformation, unforgettable old friends who have cooperated with toB for many years, sincerely invite dealers to evolve together.
Dealers have actually begun to transform themselves, but it is difficult to achieve great things without the lead of manufacturers.
Direct toC, extremely krypton start a new stove, Geely cooperate, "play" is different, and all roads lead to the same goal.
Deep thinking
"4S" store is an automobile sales enterprise integrating vehicle sales, Sparepart, after-sales Service and information Survey.
It can be seen that the primary task of 4S shop is to "sell cars" and "clinch a deal and sell" is its interest.
ToB model, the excitement of buyers and sellers, focuses on the game between transaction price and rights and interests.
ToB mode, the bargaining session climaxes instantly, once the transaction is completed, the passion immediately fades and the empathy relationship comes to an abrupt end; In toC mode, there is no bargaining link. After delivery, the honeymoon journey has just started, and various user activities make people fascinated.
This is "stickiness", the specialty of krypton toC. People have the same heart, and the heart has the same reason.
In-depth study of the law of value-prices fluctuate up and down around the relationship between supply and demand, such as the same Sin (sine) curve;
Affected by "variables", commodity prices always fluctuate around value.
Price is affected by the relationship between supply and demand, which in turn affects the relationship between supply and demand; Similarly, price is determined by value, and price determines value.
It can be seen that the nature of the transaction has not changed, and the fundamental appeal of both parties is to maximize interests, not simply to reduce prices and promote profits.
Starting from this logic, the established price is no longer sensitive, and the maximization of cost performance is the balance point of the expectations of buyers and sellers, thus maximizing their respective interests.
The key is, if the cost performance is maximized, the after-sales service is optimized, the travel quality is modernized, and the value for money is excellent, will it be greatly welcomed by consumers?
Some people say that the definition of consumption upgrading mainly refers to the upgrading of consumer demand, from quantity consumption to price consumption, and now to brand consumption (value), which is in line with Maslow’s demand theory.
According to the market survey, consumers believe that the consumption upgrade certainly pursues value and use value, but it cannot be expressed by raising commodity prices, and improving the price-performance ratio of products is the best embodiment of dialectical unity.
Maslow’s hierarchy of needs theory, the highest level is self-realization. Here, it can be understood as the pursuit of consumers: the unity of metaphysical material application values and metaphysical financial proliferation concepts.
The level of human material needs means the embodiment of spiritual self-worth; The gene of "profit-seeking" of human nature drives consumers to pursue the maximization of cost performance.
Measuring the cost performance, relying on bluffing and telling lies, all won’t work. Saying that 300,000 cars are "the best cars within 1 million" is not only self-destructive, but even "dirty" the foundation of their corporate culture!
There are also brands that design the main driver’s seat as a variable luxury bed, which can sit and lie, and it is expensive. I wonder how many consumers have this demand? What is the logic among its price, value and use value?
It’s confusing
Therefore, the most important thing is to raise the premium level of asset conversion for consumers, that is, the value beyond the price.
Converting the buyer’s monetary expenditure into goods with greater use value also shows the level and value of the seller!
The market characteristics of the experience economy are fully suggested here.
Following this logic, improving the efficiency of product experience is the biggest "variable" for all parties to benefit.
ToB mode, the experience activities organized by dealers, the quality of communication, the symmetry of information, the smooth flow of pipelines and the speed of transmission are not the same as toC.
In order to compete for market advantage, manufacturers have invested a lot of resources and carried out various forms of experience activities, with the original intention of empowering dealers.
Just like "scratching the boots", the geometry that dealers can benefit from it is not yet known; The wishes and expressions of consumers and the discount given to manufacturers are also unknown.
It seems to be an impossible task how to smoothly drain the energy generated by the activity to the store and convert it into sales volume, and how to timely and completely transmit the user experience opinions to the manufacturer to improve the products.
"two-lane sports car" is due to the toB attribute.
Key to success or failure
The evolutionary practice towards toC, with rich and colorful test drive experience, will be gradually developed in Lectra, Krypton and even in more brands of Dajili.
They carry out user test drive activities of different scales, multi-scene media test drive tasting activities, professional track scene measurement activities of authoritative organizations, and in-depth experience of R&D and manufacturing bases.
OtoO information interaction has more conveniently realized the efficiency of offline experience and online sharing, promoted the continuous production and marketing, greatly shortened the distance close to consumers, and greatly improved the efficiency of improving products and operations.
Looking back at the beginning of the delivery of Krypton 001, it once attracted public opinion. For some time, there have been negative comments, bad reviews, and a lot of fate.
There are media misunderstandings, user confusion, product bugs and the company’s own work is not in place.
However, the criticism and the object of blame are all hidden!
In the end, TOEFL found the crux of the problem by opening consumers’ hearts, friendly communication and symmetrical information, and the medicine got rid of the disease.
On July 11th, 2022, a set of highly targeted and very close-to-the-people marketing strategies won back users and won great welcome from social consumers.
One of the declarations that 8155 replaced the old chips for free suddenly subverted users’ cognition and was praised as a classic case by the industry.
More media commented that "7.11" finally established a positive image and headed for a different correct path!
ToC, direct users, direct people’s hearts.
Orders continued to grow, brand reputation rose sharply, including negative public opinion flip, all benefited from the user’s wishes brought by toC.
Connecting with users’ hearts is the key to the success or failure of an enterprise.
Consumption is upgrading, evolution is continuing, and reform is on the way, regardless of content or form!