How does Weilai Automobile with low frequency and heavy service operate as a user?

The huge industry differences and the uncertainty of user demand structure have not caused obstacles to the development of user operation for new car companies, but a brand-new marketing method. This paper summarizes and analyzes the user operation of Weilai Automobile, and talks about the changes of traditional user operation, hoping to help you. That morning, I wasn't going to talk to my colleagues about user operation. Our topic has changed from high-frequency drip to low-frequency and heavy-service Weilai automobile. Huge industry differences and the uncertainty of user demand structure do not seem to be obstacles to the development of new car companies as users. It is a brand-new marketing method. First, the marketing method under the change, establishing a strong brand reputation moat is different from the underlying model of traditional car companies. Traditional car companies first consider the channel sales of offline 4S stores, and strongly rely on channel sales to establish connections with users. Online, it relies on the new media traffic matrix for brand exposure. However, Weilai's brand building method is completely different from the deep communication of users' minds. For Wei, it is necessary to reform the brand and establish a rich enough online and offline dual-channel dialogue carrier. From the interaction of experience to the understanding of brand, users can quickly feel the same, and entering the concept of Weilai may break the conventional cognition of car owners. NIOHouse and NIOSpace are offline interactive scenes, and users can better get in touch with a more authentic brand: the 4S shop that has experienced Weilai has a similar open classroom area, which they call Weilai Center, and the slogan next to it is "Weilai Center, a lifestyle community where Weilai users share happiness and grow together". Strangely, the positioning and conversation contents of Weilai Center rarely mention the "car" itself, and more are Weilai. The positioning of NIOHouse also echoes the brand concept, emphasizing the lifestyle behind driving pleasure. The function of NIOHouse is joyful, emotional and close to users' lives. Conference rooms, brainstorming open areas, children's playgrounds, exclusive coffee lounges and Weilai's brand development history and product stories can be reserved. The construction of brand concept is inseparable from the real user needs, and it is also a barrier for Weilai to build a moat of brand reputation. NIOLife is an online community platform created by Weilai. Users can better enjoy the extended application services from car consumption to car owner interaction. Just like Weilai's own cultural propaganda, NIOLife is to create products with attitudes, stories and designs for Weilai users and create a pleasant lifestyle. There are some shadows of Netease YEATION, but this strong quality of life is very heavy, which is a deepening of experience for consumers, and once again emphasizes the connection between Weilai's concept and life. Second, from the perspective of the life cycle of new and old users, the premise of establishing high-loyalty users' network user training is deep connection and repeated interaction, understanding the brand in the process of continuous connection, deepening people's hearts and building a strong mind. AARRR mode has always been the golden mode under the user operation system, so has the traffic refinement of online platforms, and so has Weilai's user refinement. AARRR mode is also the basis for Weilai to be a user. Weilai integrates the development stages of the life cycle of new and old users into the whole product service system, so that every action of users is recorded, which is also the system of user data accumulation and user growth that we often say. "Weilai Integral", "Weilai Values" and "Weilai Card Voucher" are NIOLife's equity strategies. The activities of the user community can accumulate certain Weilai points, and the accumulated Weilai values can receive Weilai card coupons with different consumption intensities. A set of equity strategies well recorded the active growth track of Weilai users, enjoyed Weilai's service system and gradually formed a service relationship chain. The training plan from new users to old users is also strategically applied and scaled under Weilai's user operation system. Virtual point is a common means in user operation. From our common e-commerce platforms, Taobao, JD.COM and Pinduoduo, we will increase the virtual currency points system to encourage users to grow. The essence is to connect the frequency and depth of repeated interaction between users and platforms, and promote activity and user memories through a small amount of marketing costs. In addition to the recall of points by users, the next step is to retain users and improve their retention rate. In the application of this user training method, Weilai NIOLife has also continuously enriched the internal consumption environment and the life category structure is rich. The theme channel community UGC is rich in content, and its owners really need channels for social interaction. NIOLife's community ecology is more like the early Xiaomi/Meizu Forum, which encourages users to produce and share content, and together with Weilai's brand concept, produces more lifestyle scenes, including the "NIOBOOK" of Weilai's car use guide, which was jointly written by car owners, and the "NIORadio" similar to podcasts in the APP was also created and uploaded by car owners. An open ecology must be the basis for Weilai to build a highly loyal and sticky user network. Of course, offline theme activities are also the core means to retain users. The car owner is naturally a person with a strong social circle and has the same brand understanding and life pursuit. Weilai's user connection scene has moved offline. Car owners in the same city organize NIODAY Weilai Day, user meetings, car owners' welfare partners and other thematic seminars, and the user connection in the process can naturally attract more Weilai users' retention efficiency. Community marketing is our common means of user operation. Yes, Weilai has also moved to the owner's environment for application. Every owner of Weilai has a dedicated service group, and there are 3-4 dedicated consultants in the service group, who can communicate the car status in the group anytime and anywhere to quickly meet the needs of car owners; Secondly, it is important that there are communities based on hobbies, occupations, cities and identities in Weilai's APP, as well as certified industry communities. Users can join any circle you want, which can better release social needs. Third, the traditional user operation needs to iterate to the long-chain consumption environment. The positioning of user operations needs iteration. From the perspective of traditional user operations in the past few years, it focuses more on user activity or transaction transformation. We believe that it is not enough to support the needs of current enterprises. Iteration should be a long-chain service process, from brand marketing to transaction transformation to word-of-mouth communication, at least these three layers of relationship chain. User operations are scattered on these three core factors. The way of brand communication is often fragmented, and it is difficult for users to form a three-dimensional brand awareness in a certain subdivision and scene. Online user life cycle mode+offline immersive experience service may be a relatively successful solution at present, at least in Weilai. The consumption link of transaction transformation is usually closely related to the category structure of the enterprise itself, and the nature of high-frequency and low-frequency categories also determines the stickiness and connection times of users using services. Weilai's solution is more like the integration of Xiaomi's ecological chain, and low-frequency transactions drive high-frequency repurchase. The extremely low automobile category, based on lifestyle, brings out high-frequency accessories, clothing, snacks, etc., which can be applied to the repurchase category in life scenes. The essence of word-of-mouth communication is weak. No matter in the environment of new power car companies or traditional online e-commerce, in essence, to get through the high-quality word-of-mouth foundation, we must ensure our own perfect service and strong market competitiveness; Secondly, the main body of user operation is not the owner himself, but the owner's personal relationship chain. The combination of these two factors can form a moat of word of mouth. The ingenious application of Weilai Automobile is that the audience is never the owner himself, but the family unit, circle unit and friend unit, whether it is an offline open day or a seminar. In the same way online, the old owner of APP brings the test drive service of the new owner, and the rights and interests of the new owner are subtly digging deeper contacts of the owner. Fourth, the traditional user operation positioning can be applied more widely. The application of user operation needs iteration. From the early years, the methodology and application scale of user operation are more high-frequency e-commerce platforms, game platforms, live programs and development to the present. Taxi platform; All have a common feature, that is, high frequency is just needed. From Meituan to Didi, the service industry and user demand essentially determine that it is a natural user operation pool. With the blessing of the big data model, users' needs are constantly accumulating and learning. Subtle user classification and differentiation strategy are the embryonic form of initial user operation, and also the top-down demand that users rely on. The user operation strategy of the platform is only to better undertake and accumulate data. Weilai is just the opposite. Whether it is the category attribute or the consumption environment, it is contradictory for early users to operate enterprises. Weilai's solution here is based on positioning. As mentioned above, Weilai does not define user operation as a direct growth means, but a marketing method from brand to word of mouth, which is an indirect growth means with longer cycle and longer significance; Secondly, as a service-oriented car company, Weilai's core competitiveness is service first. From Weilai's five-minute power exchange service, it can be seen that new energy charging is no longer the consumption of time cost. We will not estimate the long-term nature of this model for the time being. From the current point of view, the consumption threshold of users is greatly reduced, and the user experience and connection are explained to users for the nth time in each power exchange process. Repeated scenes and connections are just needed to cultivate high-quality and high-viscosity user reputation. It is also a long-term and longer-term indirect growth means. Any marketing form needs to be changed. Differences in industries and applications in different consumption environments are good catalysts. User operation is a typical state of demand-driven iteration and demand change. Columnist Leon; ; Wechat official account: Lyon new retail notes, everyone is a product manager columnist. Former Tencent JD.COM Operations Manager, Senior Research Fellow of Social E-commerce /O2O New Retail Industry. This article was originally published by everyone as a product manager. 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