For a new power of the car, the negative news is full of flying, and it is not terrible every day. It is terrible to pay attention. The top flow of Weima seems to be in such an embarrassment.
Baidu Index shows that the daily concern of Weima has been about 1965 in recent months, and the 44% lower than that, and the attention of “Qi Qi” is completely uniform.
From the viewing speed, in 2018, it has set a $ 100 billion in the peak of $ 100 billion this year. Record, ideal and Xiaopeng are also easy to complete the old power of the car in the market. Only Weima is now planning a sprint book.
From the sales volume, the number of new power sales issued, and the first five in the top five have not seen the figure of Weima.
No heat, no popularity, no explosion, Weima, one of the “F4”, has a little lonely gesture. Therefore, we all forgot that in the past a year, We also won the throne of the new forces bicycle sales, and the annual sales were second only to Wei. It is now ran by the later person, which is easy to kill.
What happened to Wei Ma in “disappeared”?
Lack of Internet thinking
Tianya Jun believes that Weima and “理” essentially differences in: the former is a car The industry hugs the Internet’s executive, and the latter is the representative of the Internet embracing the automobile industry. This decided to compare new forces, and Weima’s “Internet” thinking is the weakest.
Weima founder Shen Hui once said: “I, including many high-rise, employees are born in traditional car companies, or have traditional vehicle companies. For Wemala, these experiences Can better help us to consolidate the foundation, lay the foundation.
Traditional product experience has brought a lot of convenience to Weima in the initial stage, such as the advantage of the person, Shen Hui established the Wei in 2015 When the horse, a set of luxurious car day; for example, when Wei came, Xiaopeng took the way to the way,Weima took the lead in acquisition of the Yellow Sea, and the invested capital was taken to obtain the quality of the car, and the most important quality was held in his hand, and the new car was delivered to the market. 
However, on the one hand, for the new forces without any brand accumulation, good products are important. How can I talk more important, this Lei Jun’s millet and Luo Yonghao’s hammer technology is the best example. On the other hand, at this stage, the objective customer value of the electric vehicle value is “personality” and “unique”, and they pursue brand, product and service all-round innovation. Weima, which is affected by traditional models, is inexhaustible in these two points on these two points on these two points.
First, brands and channels.
Shen Hui himself is relatively low, not like three founders, all of which are playing marketing.
Li Xi’s ideals, He Xiaopeng’s Xiaopeng. Both people put their names directly with the company, because they understand that they understand the Internet for many years, personal IP marketing charm in the Internet age. 
Li Bin, which is called “2019 the most wonderful person”, was crazy last year: renting in Shanghai Moon Rent 10,000 apartment, the face bitter, the rent is not cheap Also said that he is reading “Long March”. Some doubts, undoubtedly released signals to investors and consumers: I am, you can rest assured!
When “Qi Qi” is in the sale of force, what is Wema? In April last year, Wei Ma official Xuan Xiao Jingteng became the first new year to invite the star endorsement. This first, a very difficult, proper traditional car enterprise play. You must know that as a new forces, Mask, Li Bin has used the fact that the founder IP is much better than the star endorsement.
Take the channel and user viscosity.
The three major magical treasures of the awareness have binds the brand and users: direct camp, refused to make a difference in the fare; the bridge of the APP, users and Li Bin; Nio House highly confused Resort. Through these three magic weapons, Li Bin implemented users from the masses, to the masses “Thinking, and consumers are picked up.
In fact, Weima is also in the shackles of gourds, but it is not qualified for each, and the traditional car is too solid. weight. Taking channels as an example, Wema is divided into two major categories of experience stores and user centers. The experience store is direct, mainly responsible for the display of vehicles, docking the user’s test drive, and most of the user is mostly external franchisee, responsible for vehicle delivery and After-sales service. Because both parties are divided into different systems, and usually have almost no communication, the user’s demand is also reported to the official background of Weima and is unified.
Such sales ideas are not conducive to the standardization of brand image, which also limits the direct communication of Weima and users on sales and after-sales level. It is unsuitable, and once there is a problem, it is easy to easily take responsibility. Open the car quality network, the complaints of the Weima service process and sales attitude are not uncommon. It is welcome to say that the new forces will not even be as good as packets and wey.
So, the car has been sold for more than three years, and Weima has neither started a brand, and has not built his own distinctive IP and people, and there is no such as it, I have a dead loyalty.
Second is the innovation in technology and ideas.
There is a saying, early Weima still took out a lot of technology, such as the “diesel battery heating system” equipped with EX5, is said to alleviate the electricity anxiety of winter cars; there is also a V2G technology landed last year. Can achieve two-way interaction between electric vehicles and grids. However, these technologies “Huawei”, consumers have not visually or maximize the differentiation advantages of other new energy vehicles, and in the most important automatic driving areas, Weima is also subject to people.
As we all know, there is no NOP, Xiaopeng also has its own NGP, but the horse has only Baidu apollo. Back to Baidu Apollo Ecology, the initial Weima does have the first advantage, but from a long-term perspective, this also weakens the imagination of Wema in automatic driving, and it is limited to the technology company “to sell car” On the idea.
In fact, as a smart driving service provider, Baidu is impossible to put the eggs in a basket of Weima, and Baidu Joint Geely created a set of demonstrations. With the market, more and more apollo automatic driving electric vehicles have occurred, and the differentiation advantage of Weima products will also be further weakened.
There is a conceptual innovation. Or as an example, Li Bin provides a lot of IDEA, which is enough to affect the industry, unique power-saving mode, automatic driving monthly subscription, battery rental BAAS scheme, etc., so that consumers have seen Apple’s shadow on it. As for Weima, it is still lacking.
All, compared to the “spontaneous propagation” effect formed by the propelier user service and the power-exchange plan, ideal to solve mileage anxiety , As well as Xiaopeng’s intelligence and full stack research and development system, Weima does not establish too much product advantage from the design, core technology, and battery strength.
Take the main model of Weima EX5 as an example, the style, whether it is comparable to ES6 or Xiaopeng P7, Weima EX5 has retained relatively heavy fuel truck attributes, especially the side of the body and car , It is difficult to cover the label, which is an electric car full of futuristic; the comprehensive life-saving strength of the Future, the integrated endurance of the EX5 is 400-500 kilometers, and the battery life is not enough to look at the last 700 kilometers of Xiaopeng P7. It has launched a solid-state battery above NEDC 1,000 kilometers. We also said that it is said that the zero-hell acceleration score of 8 seconds is, and there is no experience in Wei, Tesla 4 second experience. Any attraction.
Of course, the price and cost limit the strength of Weim EX5 to some extent, but a close 200,000 electric vehicles, design , Life, performance, intelligent picked up a different highlight, and pay the new energy user who will make fun of the adopters?
Directions
In addition, Weame’s product route has problems.
First, Weima main attack market is 15-25 million public new energy consumer market.Players in this field in 2018 were very small, Weima naturally sold well, but now gathered a large number of the old power of the car, the public, Guangqi Yan, the product strength is not lost Horses, their appearance rapidly squeezed the market share of Weima; revealed that the high-end route is awareness and ideals, almost unaffected.
Secondly, in the early years of heavy B-terminal market, Weima, in the case of limited growth in the B-terminal market share, the later sales growth is weak; at the same time, it is further pulling the excess to B. The horses’ brand positioning, its private users are also reduced to the brand’s identity, which is also a key factor in the influence of Weima branding.
Total knot 
Weima’s lonely, inserted in the end: The old forces of the new forces. Brand marketing, product layout, lack of goodkeep, lack of core technical strength, almost no brand of Miga River naturally defeated the rise of the old power of the public, slowly disappearing in the field of view.
After completing the D-round finan, Shen Hui has issued the “Weima Book” in the “Weima Book”. As he wrote next: “Wei Ma is not safe to avoid”. For Wemala, if you want to be safe or driven, it is obviously a long way to make a thorough revolution.