The second installment of these auto market memes this year: “People’s Wuling” hits 3.15

Through the floor-to-ceiling glass of the "Carpooling Club" office, the Pazhou International Convention and Exhibition Center and Guangzhou CBD Zhujiang New City can be seen from near to far. Two days later, the Guangzhou Auto Show, the grand finale of China's auto market, the three major domestic A-class auto shows, is about to open in this exhibition hall in front of us.

What has the Chinese auto market experienced this year? The answer may be different for everyone. On the occasion of the Guangzhou Auto Show, Heche Club tried to launch a series of reviews in the form of "meme" to stimulate the industry and explore the mystery.

Today, let’s talk about SAIC-GM-Wuling, which successfully used public opinion to promote itself to the sky, but was beaten back to the ground by the central media with a big stick.

A much louder slogan than other car companies:

“Wuling will make whatever the people need”

In any case, although Wuling used The topic of "Wuling Masks" has achieved a successful marketing and successfully created the concept of "People's Wuling", but the delivery (donation) of 1 million masks to the Liuzhou Municipal Government on February 14 is always a " positive energy". During that most stressful time, every mask was extremely valuable, not to mention that these 1 million masks and the production capacity Wuling organized in a short period of time mean that Liuzhou City can arrange the overall epidemic prevention work unlike other urgent Cities that lack epidemic prevention supplies are so passive.

At the beginning of the year, when people across the country were scrambling to fight against the epidemic and even if they had money, they could not buy supplies, SAIC-GM-Wuling joint suppliers actively produced masks by renovating production lines. They did not seek money or profit, but only It is indeed no problem to earn a reputation. Even after 9 months, it is still worthy of praise.

But we also need to see that when the epidemic was at its peak at the beginning of the year, Wuling was not the only car company that invested in mask production.

Also in February, Guangzhou Automobile Group’s mask production line was officially put into operation. The production of masks is undertaken by Guangzhou Automobile Group Parts Co., Ltd., with five production lines opened at the same time, with a daily production capacity of 250,000 pieces. GAC's self-made masks are coordinated by the Guangzhou Municipal Government and are given priority to be used by front-line personnel in epidemic prevention and control and public services such as medical care, buses, taxis, and subways. In addition, GAC Group donated 1 million masks to the Guangzhou Charity Association. This batch of masks is mainly used for medical personnel, family members of Guangzhou's medical team members assisting Hubei, grassroots community cadres, public security officers, epidemic prevention volunteers, and poor and lonely elderly people in the city.

In addition to self-production, as early as mid-January, GAC Group also launched overseas sales through foreign partners such as Honda, Toyota, and Hino, as well as in more than 10 countries including Myanmar, Kuwait, and Saudi Arabia. We will use commercial forces to coordinate global resources and logistics systems to donate approximately 600,000 masks to the medical frontline.

It can be said that when it comes to the keyword "mask", both GAC and Wuling have made considerable contributions. As long as they are contributions, they should be praised. Needless to say, whether GAC's contribution is greater than Wuling's, or whether it is They are equally matched and evenly matched, none of this is necessary. As for GAC's mask production, which is undertaken by its own parts company, Wuling's mask production involves coordinating with suppliers to renovate production lines. Who pays more is not a question worthy of detailed study. Whether they are donating masks to Liuzhou City or Guangzhou City, they are always thoughtful.

However, even after nine months, we can still see such a phenomenon on the Internet - "People's Wuling" has become a hot spot in public opinion, but there is no "People's GAC" GAC, which also produces masks for donation on a large scale, cannot be said to be unrivaled, but the sporadic reports are indeed very different from the popular belief that "Wuling will produce whatever the people need."

In addition to Wuling and GAC, BYD was also an early automobile industry company that invested in mask production. Not only did it hit a daily output of 5 million pieces in February, it also put into production N95 standard masks. In addition, car companies such as Beiqi Foton and Jiangling Ford canceled the Spring Festival holiday earlier and worked overtime to urgently produce negative pressure ambulances.

There is no "people's GAC (state-owned enterprise)", there is no "people's BYD (private enterprise)", there is no "people's Beiqi Foton" and "people's Jiangling Ford (joint venture)", there is only "people's Wuling" ".

Wuling's reputation-earning operation cannot be said to be wrong, and it really should not be criticized, but we must also see from it that car companies such as GAC, BYD, Beiqi Foton, Jiangling Ford, etc., although they have not stood up to the "people's XX" , but their contribution is not even half less than that of the "People's Wuling".

“People’s Wuling” realized:

People’s mobility scooter and people’s big four-seater

Half a year after the slogan “People’s Wuling” bombarded the Internet, Wuling finally realized this "word of mouth" or reputation. First, in July, it launched the Hongguang MINI, a pure electric car priced between 28,800 and 38,800 yuan and heavily promoted with the label "people's scooter." Then on November 1, it launched "People's four-seater" MPV, Wuling Capgemini enters the market with prices ranging from 85,800 to 116,800.

Choosing to monetize fame is a very common business operation, and it is also the daily routine of male and female stars in the entertainment industry. However, when labels such as "people's Wuling", "people's scooter" and "people's large four-seater" are repeatedly bombarded by SAIC-GM-Wuling through various channels, it will make people somewhat tired and even rebellious.

After all, car companies such as Guangzhou Automobile and BYD, which have also provided a large amount of anti-epidemic materials including masks, and Beiqi Foton and Jiangling Ford, which are working overtime to produce negative pressure ambulances, have stabilized the domestic epidemic. After that, this incident was not mentioned again.

This is a thing of the past. There is no reputation worth marketing, and there is no "People's XX" to hype. Among the new cars launched by GAC Group in 2020, none of them has the "People's XX" "" and other names, after the large-scale resumption of work and production in China, whether it is "masks" or "donations", they are already a thing of the past, and there is no need to mention them again.

Of course, although the operation of monetizing reputation is not so elegant, it cannot be criticized too much. There is really no need to be too harsh on a car company that has made contributions at the beginning of the year.

Each brand has a different style, and every car company cannot be forced to "give kindness without repaying it" - for the people, since Wuling has launched two models that seem to be reasonably cost-effective, Then it doesn't hurt to support him. Of course, this preference for SAIC-GM-Wuling began to change after this year's late "315 Party".

CCTV’s “315 Party” roll call:

The Baojun 560 “magic car” makes people worry

Don’t ask why Baojun’s incident should be blamed on Wuling. The "magic cars" Wuling Hongguang and Baojun 730, as well as the Baojun 560 named by CCTV's "315 Party" this time, as well as the new generation of "magic cars" Wuling Capgemini and Hongguang MINI, are listed on the same official website.

According to CCTV’s “315 Party” disclosure, the Baojun 560, a Baojun SUV that was once nicknamed the “magic car” by car owners, has been driven into the car time and time again due to gearbox failures in the past few years. Some car owners are in a dilemma.

The summary of "315 Party" is very rhyming:

The vehicle stalls frequently, and the gearbox failure remains the same after repeated replacements;

The recall plan is ineffective, and the maintenance is just a forced elimination Malfunction light;

The gearbox failure problem has not been solved, and the vehicle will have to be repaired at your own expense after the warranty expires;

If you want to return the car, you must not lose a penny of depreciation.

Baojun 560 gearbox problems involve many car owners, and their distribution range is also very wide. CCTV’s “315 Party” alone interviewed Mr. Zhao, a car owner in Zhumadian, Henan, Mr. Yang, a car owner in Zhongshan, Guangdong, and Mr. Yang, a car owner in Zhongshan, Guangdong. Mr. Shi, the car owner from Harbin, Mr. Liu, the car owner from Heihe, Heilongjiang, Mr. Wang, the car owner from Heihe, Heilongjiang, Mr. Jiang, the car owner from Tianjin, Mr. Hu, the car owner from Dongguan, Guangdong, and others.

Every Baojun car owner encounters similar situations. The vehicle suddenly loses power without warning.

Mr. Shi, a car owner in Harbin, Heilongjiang, said: There was no sign before the failure occurred, and the car suddenly lost power while driving.

Mr. Liu, a car owner in Heihe, Heilongjiang Province, said: "When I put the gas in gear, I can't walk, and all the big cars and small cars around me are whizzing by. This road is really life-threatening, and I'm afraid."

Mr. Wang, a car owner in Heihe, Heilongjiang Province, said: After the red light, he suddenly stepped on the gas and could not walk. It was very dangerous at that time.

After the "315 Party" was exposed, SAIC-GM-Wuling immediately issued a statement saying that a special working group has been set up to investigate the matter and set up a "Baojun 560? DCT exclusive hotline" ”, carry out personal communication. At the same time, we promise to "responsible to the end no matter the cost." The response from the offline Baojun 4S store is that the current solution provided by the manufacturer is an extended warranty. If you want to return the car, you must follow the "three guarantees" method. You can also go to the store to exchange the car. The price of returning the car is about 50,000 to 60,000 yuan.

In addition, some car owners immediately called the "Baojun 560 DCT exclusive hotline" announced by the manufacturer, but the feedback they received was that the final plan given by the manufacturer was the same as before, it was still an extended warranty plan, and it also I was asked to sign a one-time liability exemption agreement, but I didn't see any sincerity in "responsible to the end".

I don’t know if the stick smashed by CCTV’s “315 Party” will have the effect of inspiring SAIC-GM-Wuling (Baojun).

Written at the end:

On November 20, the 18th Guangzhou International Automobile Exhibition will conclude this year’s Chinese auto market. Looking down from the French car club’s floor-to-ceiling windows Go, the Canton Fair exhibition hall has begun to build and arrange the exhibition for the Guangzhou Auto Show. We don’t know how many people coming and going are setting up the exhibition for SAIC-GM-Wuling, but according to the news from the station organizing committee, the new Baojun will not be absent from this exhibition. car show. I hope that this car company, which shoulders the "people's expectations", can be worthy of the Chinese people who support it in the future.

Hecheshe

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.