"Standing on the wind, pigs can fly up, the wind past, fall to death are pigs", this is the industry people talk about the new car-making forces to say the most words, especially not long ago, three new car-making forces in Jiangsu Sailin, Baiteng, Bocian closed down one after another, we jokingly move the bench to see who will be next! Who will be the next to "land".

The automobile industry is cyclical, in 2018 the economic growth rate slowed down, the demographic dividend disappeared, China's automobile market ended 28 consecutive years of growth, and gradually stepped into a comprehensive adjustment of the development of a new stage, during which the development of China's automobile industry opportunities and risks will increase significantly. And the new energy subsidy slopes as well as the beginning of the year the sudden epidemic, further compressed the survival space of the car companies.

Many of the new car-making forces have fallen into the cold winter, with waves of layoffs and closures surging. Of course, under the adversity, the heroes, the new car-making forces are not all Sailin, Baiteng, Boshun and so on.

According to the sales data from Cars, the head of the new car-making forces in the first half of this year had a stable sales performance, with Azera firmly occupying the champion's seat in the first half of the year, with 14,045 units sold, ahead of the second-place ideal of more than 4,000, making it a role model for all the new car-making forces and even for some traditional car companies to learn from.

Of course, it hasn't all been smooth sailing. Azalea has experienced the spontaneous combustion of vehicles, the departure of executives, the U.S. listing, financing difficulties and other events, the founder Li Bin has also been teased as "the worst person in 2019".

However, in 2020, the epidemic did not defeat Azalea, but ushered in 7 billion investment in Hefei, 10.4 billion bank credit, sales are also getting better and better, recently ushered in the 50,000th Azalea vehicle off the production line, Li Bin jumped to become the "2020 happiest person".

Talking about the way of survival of the Azera, in the words of Li Bin, to do a good job of service, to do a good job of the product, the consumer will give return. In my opinion, the current Azalea rely on the service harvest owners, brand faith than the mainstream brands and even luxury brands, this is the Azalea efforts to do a good job of the results of the service, but also the Azalea fight the most valuable asset.

The biggest advantage of the new car-making power compared to traditional car companies is that they are not restricted by the Internet, big data to create a more flexible and changeable sales system, and for the product update iteration is relatively fast, according to the user's needs to quickly adjust the model or strategy, which is much faster than the traditional car-making enterprises in three or four years to update and change.

And Azalea has given full play to its flexibility, pointing all its services and resources to Azalea's user groups, that is, in order to cater to the real Azalea owners, the loyal clusters, to create a circle of core users, and did not pay attention to a wider range of ordinary groups, hoping to rely on the circle of users to influence the ordinary users.

Azalea has created a service system that can't be hacked, and any service and experience of NIO?House is aimed at Azalea's loyal user groups; Azalea APP, a community for rational discussion among car owners, listening to user feedback; the launch of a free lifetime warranty, and a free power exchange, while peers are subject to certain constraints, either time time, kilometer limits.

And at the product level, there are certainly imperfections, this point even Li Bin did not avoid. Starting from ES8 range, car machine, and then to the current ES6 and EC6, range improvement, car machine problems, has been gradually changing, and all-aluminum body, air suspension, L2 assist, induction + permanent magnet synchronous motor, raging driving experience ...... These are all attracting users to the actual product performance.

Qian Zhongshu's "Siege of the City" wrote that marriage is a walled city, people outside the city want to go in, and people in the city want to come out. Of course, I'm not talking about marriage here, but I'm trying to say that Azera owners or fans are just like a wall between them and the people who eat them.

The owners who spend 300,000-500,000 yuan to buy an ES8 or ES6 are mostly those who have already experienced luxury cars such as the BMW X3, Mercedes-Benz GLC, Audi Q5, or the Cadillac XT6, and they lack a sense of freshness and "God's service," which is exactly what Azera can provide. The question for the masses is, why not consider a BBA or a Tesla instead of an "accident-prone" domestic brand for that kind of money?

If you use the thinking of a 15w product to discuss the thinking of a 30-50w product, it is undoubtedly like talking to a cow. The potential consumer groups of high-end products have a stronger perception of the quality of the product, while the expectations of the product is also more rational, usually your advantages are good enough I can accommodate some of your shortcomings. On the contrary, the users of entry-level products (such as Weimar car, Xiaopeng car), not only is very sensitive to the price, but also hate to spend 100,000 money to buy 200,000 configuration of the product.

In the opinion of Azera owners, most of those who curse the ES8 or ES6 online are perhaps people who have never even seen a real car, much less test-driven one. There are black spots, but Azera's greater virtues are never seen in the right light.

At the moment Azera and Azera owners, under the sway of public opinion, have become a group of people who are not recognized or understood, but people are eager to be organized and recognized by each other. It's like when you come up with a really marvelous topic and it's hard for the average person to understand. It's a marvelous feeling to suddenly have someone talk to you about that topic after you've been holding it in alone for a long time.

But this lack of understanding has made Azera's owner and fan base more cohesive, and that's what makes Azera unique. At a time when the auto market is still in a period of adjustment, 50,000 owners are the most convincing asset in Azera's hands, and in terms of the category of "user enterprise," there is no other auto company that has been more successful in building brand loyalty than Azera.

This article was written by the author of AutoNavi, and does not represent the views of AutoNavi.