In the thirty-six years of China, how should people who know China people best deal with the "wind evaluation test"

On some special mornings, we inadvertently see the stall owner who didn't eat his own fried dough sticks earlier, and may also whisper in our hearts, can this drawer in front of us be eaten as an "old-fashioned" steamed bread?

Following this logic, most people may also feel that if people who work in car companies are unwilling to open their own brands, then the extended meaning and subsequent associations can drown out the brand's goodwill in their hearts.

Although this kind of thinking is not absolute, this logical path is very self-convincing on the cognitive level of synaesthesia after empathy.

In this way, it is easy to understand that some well-known domestic car companies stipulate that they cannot drive non-brand cars into the factory.

On the other hand, many times, if even the top executives of car companies can truly become the masters of their own homes, or even let them go, then at least it can show that this sub-category or this series of cars has the potential to awaken the ultimate love from top to bottom.

In the huge automobile market competition, the influence of this layer of "love" can never be underestimated. In the smoke-filled battlefield, it is like a brand's "arrow through the clouds". When many people look up, that kind of appreciation transcends distance and region, and it is also inner self-persuasion, which makes the desire to penetrate converge into a horde.

Thirty-six years of love

In China, the metaphor of being married for 30 years is "pearl marriage", which means that marriage is as precious as pearls, emitting dazzling brilliance; Comparing the two sides to pearls also symbolizes the initial state of success after going through hardships hand in hand.

Europeans also seem to care about the time node of 30 years, calling the marriage of 30 years together "ivory marriage", which means that this time is like an important target on a long journey, which is enough to test the loyalty and advantages and disadvantages of their marriage.

Stepping into the 265438+1920s, in this metaphorical context, "Volkswagen" and "China Market" have been "fertile fields" for 36 years, and they are like "companions who have known each other for many years".

Looking back, Volkswagen Group has won the China market for four consecutive years, and the overall annual base of more than 4 million vehicles is almost completely stable. The research reports of authoritative organizations clearly show that even after 36 years of love, the most popular car brand in China is Volkswagen, and the models of North and South Volkswagen continue to be the first influence.

Looking around the world, it has long been an unshakable fact that "those who win the China market win the world". Volkswagen, which continues to spread its charm in China, has been ahead of large multinational automobile groups such as Toyota and Renault-Nissan Alliance for many years in the world.

And if there are any variables that will affect this figure in 2020, it can only be that the COVID-19 epidemic will bring the same destructive power to global cars.

But since it is said to be "equal treatment", everyone on the "battlefield" will be affected, and the value of the previous system will become more obvious.

Volkswagen brand and its joint venture company in China delivered 455,000 cars to users in the first quarter of this year. At the same time, the overall sales volume of the whole group in China in April this year was also higher than that in the same period last year. According to the judgment of relevant analysis institutions, this trend will continue to rise.

The actual data shows that Volkswagen is gradually returning to normal, and many of its automobile brands are still the first choice for China consumers to buy cars. This phenomenon of increasing market share against the trend is actually very well understood in the underlying logic. After all, rational currency holders will be more inclined to choose strong and trustworthy brands in difficult times.

Relatively speaking, the whole group was able to achieve the above-mentioned achievements under the circumstance that the COVID-19 epidemic continued to have adverse effects, and it also benefited from audi ag, which has known each other for many years, paying enough attention to the epidemic as a whole and making active arrangements earlier.

As early as the traditional Lantern Festival in China (February 8th), Dr. Feng, CEO of Audi AG (China), publicly called on people all over the world to unite to fight the epidemic on his personal LinkedIn platform, and said in his article that only unity is the only way to overcome the COVID-19 epidemic, a challenge that affects all mankind.

From a certain point of view, in difficult times, people saw the brand of pearl ivory and recognized the situation for the first time. The top management of the group constantly awakens the extreme love of the younger generation from top to bottom. All kinds of things in the past 30 years will converge into unnecessary trust, and most of the feelings of "love is stronger than gold" will be consolidated in "giving charcoal in the snow".

"Listen to what he says and see what he does."

Of course, just expressing your position is meager and fragile for the maintenance of any relationship.

People who walk together will occasionally get lost in the long course; The new generation, in the absence of actual understanding, vaguely felt the narrative of their predecessors.

This kind of comment, which may change with time at any time, is not only the challenge that Volkswagen will face, but also the global automobile market without discrimination.

When solving this problem in every "feeling", those who cherish it will offset the pale words with practical actions, while those who talk eloquently will be doomed to failure sooner or later because they are not worthy of the name.

To sum up the public's success in recent years with the familiarity of China people comes from the fact that these people from Germany know China very well. Around this seemingly simple word, in fact, every gesture is full of distance across countries and barriers beyond cultural understanding.

On the practical level, people are often led by the eyeball effect, and feel that buying a "German quality" car is enough for them to experience the car life similar to that of Europeans in the north and south of the motherland. But they forget that objectively speaking, the road conditions, population density, driver habits and traffic rules in different countries are completely different.

The roads in China reflect the increasingly advanced infrastructure level, but the driving style of China people is quite spontaneous. People dare to block or not drive any car, and the speed limit requirement is also tailored to local conditions; Most Germans, on the other hand, stick to the consistent principle, so they don't need to worry too much about drivers' habits. Most expressways have no maximum speed limit, and even some expressways have a minimum speed limit of130km/h/h.

This problem in the context of car use does not necessarily have to be considered by consumers, but for a multinational brand that wants to "live a stable and lasting life", it is necessary to study different costs.

If we understand this clearly, we can dig out the starting point of "understanding China people" from an easily overlooked angle. As early as the 1970s, Volkswagen established a collision safety research department. The word "safety" here has gone beyond the Chinese people's cognitive concept of "body safety in collision" at that time, and the beginning of "understanding people" is "paying attention to people", and the active and passive safety system is the key product that Volkswagen keenly captured before others.

In order to support the safety and quality of products that are hidden in invisible places but have a decisive impact on users themselves, Volkswagen has more than 500 engineers working in these safety-related fields at its headquarters in Germany. As early as 15 years ago, Volkswagen became the first automobile manufacturer to establish a traffic accident research department in China.

In the field of product testing capability, Volkswagen, which relies on its in-depth understanding of China, has invested heavily: SAIC-Volkswagen's test site is recognized as a leader in the world, and its latest test center in Xinjiang has the vehicle testing capability under extreme weather conditions; At the same time, as far away as Changchun, the capital of Jilin Province in the northeast of China, Volkswagen is also committed to establishing a leading international standard test site, and the first phase of the project has been put into use; At present, about 65,438+050 engineers and designers are developing related safety technologies in the Center of Excellence for Advanced Driver Assistance Systems in Beijing, and the number will increase to more than 500 in the future.

▲ SAIC Volkswagen Anting proving ground (the total mileage of test run is as high as160,000 km, and rough calculation can circle the earth on average every day).

In the long-term theoretical accumulation and product testing practice, relevant authorities and third-party testing institutions in Volkswagen United Nations, together with China Automobile Research Institute, have formulated testing standards and safety standards suitable for specific traffic conditions in China.

It is with these sets of "combination boxing" that the people who "know China people" are transforming their unique understanding into productivity and into a "word-of-mouth moat" where products can be trusted by users at the initial stage. On the basis of constantly improving vehicle safety, they have begun to subtly publicize the definitions of "German safety quality" and "what is a truly safe car".

In the eyes of outsiders, the huge investment and weak return ratio do not seem to be reflected in the very intuitive sales data. Narrow-minded people may even ridicule it as "the spirit of internationalism" and the voice-over is "stupid".

But in fact, people who have been with the China market for 36 years are more aware of the potential value and far-reaching significance of a good market atmosphere and a safe use environment for products cultivated by * * *. Even if huge investment doesn't seem very smart, time will tell people that people who insist on quality are definitely worth it. Only on the basis of these basic works, talk about "youthfulness" and "diversification" and the trend of intelligent networking and electrification, can the public continue to expand its lineup and reshape its own cards.

Just when you are confused, you will hear other repeat customers say that today's steamed stuffed bun was made by the store after getting up at four or five in the morning. You look at the stall owner who is still busy with breakfast, and whether or not other ingredients are added, you will feel that this bowl has long been inexplicably delicious.

Query on "from point to surface" and "from top to bottom"

Projecting the research results of the above data to some cars that once swept the public, the outside world may have a deeper understanding of the cost of "knowing China people" and the mellow fragrance that "input cost" can gradually emit after years of fermentation. Like a product that entered the domestic market 20 years ago, it combines orthodox German genes and the painstaking efforts of a generation of China R&D team who participated in mass work, and has been in a leading position in the B-class car market segment, with a cumulative sales performance of more than 2.8 million vehicles. Logically, it scored five stars again and again in the C-NCAP test widely recognized in China.

From a certain point of view, this car, as the flagship model that SAIC Volkswagen has always been proud of, starts from a link from research and development, product definition, manufacturing, sales and after-sales. It must pay absolute attention to safety, and Volkswagen has proudly declared to the outside world for many times that this car is the first to use three-point explosive seat belts, AEB, ESP and other configurations in the China automobile market, which defines new standards for the safety performance of mid-to high-end cars, including active safety and passive safety configurations. From beginning to end, Volkswagen insists on maintaining the highest safety performance standards at the same level, and behind its continuous growth, it is precisely its four development policies of "insight first, research and development is king, quality first and safety first".

But even couples who love each other again will forget that "time can easily throw people away." Over time, they will become "cherry red" and "banana green"

All past achievements will become "insignificant" in the face of a casual misunderstanding.

So to tell the truth, recently, the relationship between consumers and mass brands in China, like a couple, left the stage of mutual concern and began to quarrel.

Speaking of this, we can't avoid a seemingly sensitive topic-cars.

In the positive 25% offset collision score test with rare real road conditions in China, the outside world interpreted the other party's "cheating of betraying feelings and loyalty for 30 years", but also forgot that it was the overall first in other test results.

But in fact, sensitivity is never necessarily the same as truth. Many times, the old adage that "bad news travels thousands of miles" continues to play a role, and people will also enter the stage of "taking points and covering areas" from their own opinions.

Some people even think that it is always wrong to "hand over" this trust to the public. After all, in the past years, when it comes to German products represented by the public, exquisite craftsmanship and superb quality will be mentioned, and at the same time, extreme accidents will be encountered and life and death will be faced. At present, German cars can definitely guarantee the owner's worry-free. The current "result" always seems to make people feel that "this drawer steamed stuffed bun" is not fragrant.

But as long as you calm down and think about it, it is the car that has been "negative" and had a brilliant performance of 2.8 million in that year!

If this steamed stuffed bun with drawers really doesn't smell good, why are there so many people waiting in line in the morning? And this team has been in line for 20 years, and it has always been the same day.

As a media, we should rely on the exaggerated ability of "fearing the chaos in the world" in the outside world, but facing the masses in China for more than 30 years, the responsibility of arousing conscience is becoming heavy.

After all, from the perspective of a cold-eyed person, the public is actually the same as before. How did it set standards more than 30 years ago? In the future, whether it is electrification or intelligent networking, the underlying safety standards will be the same. The reason is obvious. I spent 20 or 30 years and invested a lot of money to establish my own brand and the "rules of the game and benefits terms" of this corresponding market. How can the latecomers say they don't care? Even if there is an urgent reason to control costs, there is no need to make fun of past efforts.

To use a slightly exaggerated metaphor, the product safety rules formulated by the public and relevant domestic departments are like the "love crystallization" of this "pearl marriage". Tiger poison doesn't eat children, does it? What's more, there is no reason for such a public to exchange brand reputation for cost surplus. Anyone who knows something about the real economy knows that this is doomed to be a loss-making business. "The public over eighty?" How could I not know?

However, "quarreling red-eye partners" don't think so. Your public "doesn't care much" about this matter, and there is no "excuse" for another collision, which shows that you are not sincere.

Suffering from the sudden outbreak of the epidemic, it is difficult for the public to get the opportunity to "prove themselves again" from insurance research immediately, and it will take some time to come again, and the ever-changing public opinion is really not very friendly to this down-to-earth style.

Especially at the moment when the theoretical effects of "group polarization" and "silent spiral" are becoming more and more obvious, the overload of information makes people's brains more burdened, and people will be more willing to spontaneously screen out the sounds they want from the information sources they believe, thus forming an "information cocoon room" over time. Coincidentally, people in the same circle are almost always self-catering to external information under the screening of subjective will. Over the past year, the "echo wall effect" has been constantly superimposed, and the evaluation of the same thing is bound to be polarized.

To take a step back, it is important to rely on the quality of the car itself to reduce the loss after the accident, but in fact, safety is a systematic standard, and we should not only pay attention to one of the minor items, but the overall safety is more important. At the same time, how to effectively avoid accidents through active and passive safety configuration before accidents is actually the premise of the formation of safety system.

The "silent" public really doesn't seem to care about outside comments, because they are generally unwilling to fall into the aforementioned public opinion wrestling, but in fact they are anxious. In the final stage of epidemic prevention and control, in order to maintain the quality and safety of their own brand products, Volkswagen quickly held an in-depth media communication meeting. In the face of a number of domestic media, people who have gone through ups and downs with the domestic market for 30 years have painstakingly said that their trust in the past has always been there and has never wavered.

After all, the initial intention of "meeting time" and the commitment to safety and quality are still there, and the "pay" and "action" are always there.

During the epidemic, there was a saying widely circulated in the whole society, "A sound society should not have only one voice". The people who are now struggling with the people of China sincerely hope to hear more rational voices.

In fact, the destructive power is no less than the virus, and there is impetuousness in the background of Internet public opinion. It spreads like a virus, and an inexplicable rage will quietly breed in all directions from unknown places.

At this time, it is like a room with a gas leak. Mars with a little negative emotion will instantly detonate the whole network public opinion environment.

As a result, people's patience began to decrease greatly. No matter whether they are really "unfairly treated", when "spontaneous sense of responsibility" appears, they ignore the facts and only pay attention to the present.

For a time, it seems that everyone has become "infinite in double standards", which only stems from "the dishes are cooked deeply and filtered deeply".

But as long as the public dare to say that the standards they set when they entered China 30 years ago have not changed so far and will never change in the future, they will always be positioned as benchmarks. Everyone should give this confidence and cast sufficient reasons for trust.

In life, there are always some big truths, and you can't get into a small corner for a while. And how big the past grievances are, how big the joy of future victory is.

I believe that Dr. Feng, the owner of Passat, who is also a member of the management board of Volkswagen passenger car brand and CEO of Volkswagen passenger car brand in China, will understand this truth better.

Because as always, he will deeply love the Passat he is driving.

The transmission of this belief will eventually be transmitted to the whole mass group from top to bottom. From design to internal testing, to the research and development of vehicle safety configuration, we will continue to work together to produce high-quality and safest products.

The interpretation of "from point to area" is sometimes universal and sometimes needs to be adapted to local conditions.

But heartfelt love, ups and downs for a long time, will not disappear.

When the arrow through the cloud rushes to the sky again, in minutes, there will still be a large number of fans who once believed it, looking up at that little light together.

This is the great vitality that many roadside stalls can have at breakfast. Needless to say, the crowd gathered will be proved by the "steamed buns" with simple drawer surface but exquisite materials and temperature sooner or later.

If an "old brand" can survive in the storm for a hundred years, there must be some unknown "secret recipe", which is probably these.

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