晚点LatePost·2025-05-20 13:18Core Viewpoint - The company aims to transform the Wei brand into one that truly understands its users, emphasizing a commitment to user-centric changes and long-term growth in the competitive automotive market [3][5][6]. Group 1: Brand Development and Challenges - Wei brand, established in 2016, initially gained traction with the VV series, achieving over 200,000 cumulative sales in 2017 and 2018, positioning itself as a benchmark for domestic luxury SUVs [3][5]. - The brand faced challenges during the early stages of the new energy wave, leading to strategic confusion and a decline in sales to 36,400 units in 2022 [3][4]. - Despite setbacks, the chairman expressed unwavering commitment to the brand, viewing the automotive journey as a marathon rather than a sprint [4]. Group 2: User Engagement and Service - The new brand strategy focuses on "changing for users," with initiatives to enhance direct engagement through physical and digital touchpoints, including the establishment of user centers across 110 cities [5][8]. - The company has accumulated 600,000 family users over eight years, with plans to expand user centers to over 1,000 locations [5][8]. - The introduction of new vehicle colors and upgrades based on user feedback demonstrates a commitment to co-creation and responsiveness to customer needs [12]. Group 3: Channel and Sales Strategy - The company is restructuring its channel system to include direct retail centers, aiming to improve user interaction and feedback responsiveness [6][9]. - A significant number of user centers are planned to enhance service delivery and customer experience, with a focus on high-end models [8][9]. - The direct sales model is designed to complement the existing dealer network, addressing the challenges faced by traditional dealerships in selling high-end vehicles [9][10]. Group 4: Technological and R&D Investment - The company has invested heavily in R&D, with expenditures rising from 1.69 billion in 2013 to 8.054 billion in 2023, maintaining a higher investment level than industry peers [14][16]. - A robust technical foundation supports the Wei brand, with over 1,200 engineers and a commitment to continuous innovation in energy and intelligent systems [13][16]. - The launch of a new multi-power platform reflects the company's strategy to remain versatile amid industry transitions, prioritizing technological advancement [18]. Group 5: Safety and Quality Assurance - The company emphasizes safety as a core value, investing in advanced testing facilities to ensure high-quality standards and reliability in its vehicles [20][21]. - The establishment of a large-scale collision testing facility underscores the commitment to safety, with rigorous testing protocols in place [21][23]. - The company's approach to safety is not only about compliance but also about exceeding standards to protect users, as demonstrated in a real-world incident where the vehicle's safety features were highlighted [24].