An Introduction to the Azure Marketing Model

Recently, I've been studying the marketing model of Azure. How to say, the feelings of this enterprise is very complex, at first I think this is what sand sculpture brainwashing cult, and later on its marketing method has a little understanding and *** love, especially in the insight of human nature I think Li Bin is still quite cattle, here a little bit to do a little record it does not talk about the product features, only talk about the marketing of Azure. The article is quite long and is divided into two parts. This article mainly introduces some factual summaries of my Azera model, after which the following will have some of my personal thoughts on the Azera model. First, what is Azera's marketing model and what are the essential differences compared to traditional marketing? When researching Azalea, the widely circulated summary is that Azalea's "ripple model" forms a high efficiency in marketing. Traditional brands do most of their marketing in a funnel style, from the brand's extensive exposure to let users understand and perceive, and then further to form a good feeling of love, and ultimately to realize the purchase, is a layer by layer relying on the marketing funnel down the sieve, the focus is on the process of the user from attention to the transaction. Azalea is exactly the reverse, when there is a core user who is extremely satisfied with the brand, relying on their recommendations to let other new users understand the brand, and then form a good feeling and love, and ultimately realize the transaction transformation, is through the cultivation of the core of the old users to let the marketing layer by layer to the outside of the "ripples up", which focuses on the satisfaction of the old user The focus is on the satisfaction of old users - recommended to new users of this process. In summary, is the traditional enterprises to see the small, Azure is small to see the big, the former in order to get the conversion need to do the funnel is big enough, will inevitably form a high investment, when the conversion is not ideal will result in a high waste; the latter only need to do the user word of mouth, can form a self-propagation, do not have to invest too much in the brand, the user itself can become the spokesman of the brand, from the reasoning that the efficiency of the marketing would be The efficiency of marketing will be greatly improved. This is why people are interested in the Azalea model and want to learn from it. The most important part of Azera's "ripple model" is the "ultimate service" to its core customers, which is the starting point for spreading the brand's influence to the outside world. Azalea has been successful in this regard, as evidenced by some data: 1.3 cars per capita, 60% of orders come from recommendations from old users, and a powerful old user can recommend more than 90 new users to buy a car in a year. The most important reason why old users are willing to recommend is that they really enjoy the "ultimate service" here, and therefore are really "extremely satisfied" with Azera. The most important carrier that affects users' reputation for a brand is its products and services, and Azera has achieved 200 points for its functional services in addition to 80-90 points for its products, which can be considered as the ultimate. Users will be surrounded by Azera's nanny service from the moment they have the intention to buy a car, and buying a car is not the end of the brand's service, but the beginning. Azera's salespeople (they are called Fellows) will pull you into a group of pre-sales to after-sales, general technicians to city managers of various Azera staff to serve you, as long as there is a problem, just shout in the group, you can get a timely response, which is really most of the owners of the user in the traditional gasoline car brand service can not be experienced. In order to solve the mileage anxiety of trolley users, in addition to the traditional power station, Azera will also provide charging cars and one-key power exchange service. The charging car can help you charge your car anywhere, and Azera's power exchange staff will also come to your home to change the power of your car. In the road security and annual inspection and maintenance, the owner can not care about anything, Azalea staff will help you get it all done, it is said that these "worry-free service" after-sales protection program for the Azalea single-user cost is 4,000 yuan a year. After writing this, I always feel like advertising for Azera, but after interviewing many Azera owners and users, Azera's service is really not blown out of proportion, but really makes people feel the ultimate. Contemporary workers are the most lack of time, the most afraid of trouble, Azalea this time-saving butler service really hit the pain point of the oil car users. It can be said that Azalea in the market in the service of this piece really did "no one I have", worthy of praise and recommendation for its service users. Secondly, what needs does Azalea cater to and what gap does it fill in the market? I always think that the so-called ultimate experience provided by Azera is just a kind of summarized appearance, but the most important thing is that it has really identified the target segments of the population, and actually grasped the needs of these people, and made a perfect match between the service and the needs of these people, which is why it has won the reputation of a specific group of people. Until now, it was not that user needs did not exist, but that no car company had taken the initiative to consciously explore and cater to them. Azalea has tapped into this market, amplifying and releasing the pent-up hidden desires of its target users. Who is Azera's target demographic? According to Azalea's own statement, it is benchmarking against BBA and snatching the users who are BBA car owners. However, BBA's price range is very long, and according to Azera's pricing of 400,000 to 500,000 dollars a car, frankly speaking, it is mainly targeting BBA's entry-level car owners. After observing and researching the surrounding users with my colleagues, the people who really drive luxury cars, such as Porsche Cayenne and Parmesan owners, usually don't buy Azera, and if they want to buy a tram to try out a new car, most of them will buy a Tesla. The market that Azera can eat is actually the so-called "new middle class" who drive BBA's entry-level models. What kind of people are the new middle class? They are not too rich and not too poor, and are a typical group of people who have more than enough than the top and more than the bottom. Occupation is the Internet, professional and other enterprises, such as middle-level workers and self-employed small second generation, income monthly income of 30,000 to 40,000, first-tier cities have a house also have a loan. They do not worry about food and drink, and want to have a better quality of life after meeting the basic material needs. Compared to the low-income people, they can afford to buy 400,000 to 500,000 cars, but compared to the real rich, they are unable to do so, but they also desperately aspire to the lifestyle of the rich, and want to make themselves look "high-end". Therefore, these "new middle class" have a strong desire for recognition, and hope to label themselves as "high-end" and "classy" to be envied by others. These people are typical of those who want both "face" and "substance". Among the Azera owners I interviewed, their last car was basically an Audi A4 or A6, a BMW 3 series, etc. They would say that BBA's product features and services are not as good as Azera's. For these people, it's more important to buy a car to be envied by others. For these people to buy a car, more is to buy the price range and brand, they need a 300,000-500,000 yuan car to show that they can afford this price range, but also do admit that BBA's cost-effective is very poor, as well as the price range of the car in the BBA system is not valued to do user operations. For the sake of the brand and the label they want to create, they sacrifice the product experience in exchange for other people's perception of their identity. The really rich for BBA's excessive brand premium is not so concerned about or "bite the bullet", while the real low-income people will take a limited budget to buy more cost-effective products. The reason why I say that the Azera crowd wants both "face" and "inner" is that they want the brand to bring their own "title" and "label". They want the "title" and "label" that the brand gives them, but in fact they still care about whether the product itself is worth the money or not. And Azalea has gotten this group of people exactly right. As mentioned above, Azera's excellent after-sales service perfectly meets the needs of the new middle class for the "inside". Although Azera's cars aren't cheap, users get the perceived value from Azera's excellent service, and recognize that Azera's service is worth the price of the car. What's more important here is that, on top of the functional services, Azera's multi-pronged approach to creating a "high-quality and stylish" lifestyle perfectly meets the needs of the new middle class for "face", which is something that other brands haven't been able to do and can't learn from. Azera has always said that it wants to create a "pleasurable lifestyle", "do a good job of car life outside the car", and "buying a car is not the car itself, but the ticket to a high-quality lifestyle". This philosophy is fully demonstrated through the Azera App community and NIOHouse stores. It's really hard not to get hooked if you download Azera's App, which is like a large combination of Weibo + Xiaohongshu + WeChat, creating a high-class dating community for car owners and non-car owners alike. In an era when people don't post much on WeChat, you can see car owners actively posting what they did over the weekend on the Azalea App. Car owners here not only share their feelings about using their cars, but also share their real lives, which is also a "high-class" life, reflecting the high quality lifestyle of the middle class, which is not only beautifully photographed, but also conveys a sense of high class lifestyle. Not only are the photos beautiful, but they also convey high-level "values", which are all about traveling, interests, public welfare, love of family, and a positive outlook. On this platform between WeChat's private domain and Xiaohongshu's public domain, you don't have to be shy about showing off, and at the same time, you can usher in other enthusiasts' sincere ****ing and recognition. In the App's mall, NIOLife output all kinds of living supplies, they are not labeled high price to sell ordinary goods, but with a global scope of designers to cooperate with the embodiment of the concept of simplicity without losing the beauty of the concept, so that people look at the quality of the contraptions is the style of the middle class love. The offline NIOHouse stores are also a reflection of the strong "high-class" atmosphere, they opened in the city center in expensive shopping malls, beautifully decorated, owners can read books here to rest, make friends and chat, you can also rent a meeting room, the middle class of the decent "urban elites! The middle-class decent "urban elite" model is instantly called out. More and more, for many potential owners who are interested in buying an Azera, the Azera's offline circle activities are a major highlight. It is said that Azera officials plus private citizens can organize about 60,000 events a year, averaging more than 20 events per week per store. These activities are diverse and cover a wide range of topics, including parenting, fitness (iron lifting, yoga), hobbies (coffee, camping, flower arranging), sports (golf, badminton, Frisbee), and lectures, which fits the needs of the new middle class to pursue quality and fill their inner emptiness. In fact, the identity of the new middle class is very abstract and empty, just a collective term for a group of people with medium income, and this group is very complex and diversified, and cannot be uniformly summarized in terms of occupation, interest, and even family wealth. In addition to the material, they also have the spiritual pursuit of self-enrichment and life enrichment. This demand has always existed, but the reality is that there is a lack of efficient and convenient supply in the market. Today, when people are exhausted from work and family life, the high-quality, high-frequency circle activities provided by Azera greatly lower the threshold for the middle class to fulfill their spiritual needs, because it has activities every day, with a wide variety of categories and very sophisticated activities, which allow people to directly participate in and enjoy the activities without effort, and to make friends with other Azera owners who share the same aspirations and high degree of homogeneity through the activities, which is a "boutique" and "exquisite" activity. The "boutique" and "meaningful" activities allow people to identify and belong to a group, and proclaim to the people around them that this is how the middle class lives, and so on. So Azalea is like providing an enclosure labeled "middle class high quality", where the middle class inside completes its self-definition in the community and activities, and separates itself from those outside the enclosure. By entering this enclosure and participating in its activities, you have internalized the "persona" that Azera has created for you, and you have fully demonstrated your "face". Third, why are Azera's owners so motivated and willing to recommend it to their friends and stand up for Azera? When we analyze Azera, one of the points we can't get around is to think about why Azera's owners are so loyal to the brand, so sticky to the community, and so willing to promote the brand and recommend it to their friends and family. People who don't know Azera think it's just advertising and marketing for the brand's press releases, or that it's simply a matter of earning points for recommending the brand to buy a car. But car owners are really "on board". I've left messages on the Azera App with many owners trying to find out what they think of Azera, and not only did I get 100% responses, but everyone was genuinely happy for Azera, and proactively recommended Azera to me after the exchange. You get the feeling that this is a religious sect that has faith and magic, and can give people a sense of spiritual "acquisition" in the system, and can drive people to "evangelize" from the bottom of their hearts, so why? The bottom line is that it can be explained by political science. The ideology of any "fanatical" organization will be on the "left" side, promoting new ideas over old ones in a more radical and revolutionary spirit, which is the only way to mobilize the audience to a great extent. The French Revolution, for example, used the idea of a more liberal democracy to fight against the unequal monarchy, and the early spread of ****productivism in China, for example, used the pursuit of a better society to fight against the rule of feudal warlords. The "leftist" ideology made people believe in the goodness of the new world after the revolution, thus pulling people to be willing to throw their heads and shed their blood to fight for the ideals in their hearts, and bringing the new good society from theory to reality. Putting it in the context of Azalea, a big industry framework is the confrontation and challenge of trolley cars against oil cars. People who believe in Azalea also believe that the tram is the mainstream of the future automobile industry, and will eventually replace the oil car because of its environmental protection, high efficiency and intelligent advantages. That's why tram owners, whether they are Tesla or "Azera" owners, are more fanatical than traditional oil car owners. As tasters and fans of the "new and wonderful thing", they will put it into practice and show the superiority of trams to the public. For example, one of the Azera owners we interviewed organized a self-driving trip along the Yunnan-Tibet route in western Sichuan to satisfy his interest in self-driving, but also to prove to others that trams can also cover long distances, and that trams don't need to suffer from mileage anxiety. When they really believe in the beauty of new things and have "allin" a little, they will consciously bind themselves to the future of new things. After all, subconsciously no one wants to see their choice is wrong, the only way to verify their own correctness, and at the same time give the new thing a better future, is to let more people also believe in the beauty of the new thing. But why is it that the owners of Azera are so much more "fanatical" than other new trolley cars? Some media only use the term "rice circle" as an explanation, but the formation of this relationship is not just about the owner's worship and respect for the founder, but I think it is also about the brand's relationship with the user's zero-distance, **** companion, which is the most remarkable thing that Azalea has done to differentiate itself from other car companies. If the brand and the user can *** with the growth, just like raising children and pets, through the wind and rain to witness each other from small to large growth and transformation, how can not produce feelings, how can the user not willingly pay for the brand? The realization of this "zero distance, *** companionship" relationship is the result of Azalea's in-depth understanding of people's desire for a close relationship, the desire for self-fulfillment, so Azalea consciously do traction, so that the user to participate in Azalea's system and to pay, and to give spiritual encouragement to this dedication to the spirit of dedication, the two-way feedback to form the user's strong loyalty to the brand. The two-way feedback creates strong loyalty to the brand. Azera has opened up many parts of its value chain to user participation. In product development and new product testing, users can make suggestions and comments directly to Azera executives in a flat community, and Azera will respond positively. It is said that Li Bin and Qin Lihong spend almost every day in the community interacting with car owners, and this kind of emphasis on user opinions flowing from the company's DNA makes users feel respected. In the vehicle sales and delivery process, Azalea also encourages users to become showroom volunteers and car show volunteers, so that veteran users can introduce and explain to prospective new users. In the life outside the car, Azera also encourages owners to organize their own activities, NIODay annual meeting is also held by the users themselves to think of their own creative ideas to get their own planning in fact, Azera's relationship with the owners of the car is just like the parents of the child, you have to give a full range of attentive care and care (through the ultimate service to reflect), but also to give the child independence and freedom of space (open link to let the user to do the main decision-making), this kind of push and pull in order to get the child to the parents of the parents, and to get the child to the parents of the parents. Push and pull in order to obtain the child's respect for parents (the user's recognition of the brand). When the user invests more in the brand, the more he pays, the more affectionate he will be towards the brand, and he will hope that the brand will develop better from the bottom of his heart. On the other hand, users don't pay for nothing, and Azera encourages their participation through a set of "Azera Points and Azera Values". The more you participate in community activities, the more you volunteer as a car owner, and the more you organize offline activities, the more points and levels you'll earn. Points can be exchanged for attractive gifts in the Azera Mall, while the rank embodied in the Azera Value implies some unseen and unattainable but desirable rights and benefits, such as the qualification to participate in the NIODay Azera Annual Meeting, and the opportunity to enter Azera's most high-end club, the EPClub, and so on. When interviewing Azera owners, they would also mention their admiration for the so-called "bigwigs" in the community who have a high Azera value, and you can feel that this sense of spiritual "acquisition" sometimes goes beyond the so-called incentives, and that being a good and outstanding student in itself already means everything. Being a good and excellent student in itself means everything. No matter how old you are, when you have a "little red flower" from your teacher, you are already a "god" in the eyes of everyone. Azera gives its core users, who have given so much to the brand, status and respect, and where else can you get it outside of work? Outside of the Azera community, there is no way to display your talents, while in the Azera community, you are honored and worshipped, which is why users must seek "self-fulfillment" in Azera's platform, as there are too few arenas in real life that can give you that. So the mutual benefit created by Azera has its own tacit understanding of the mechanism, which invariably binds the user to the relationship with Azera's *** life **** glory, which is why so many owners and users are so "on the head", immersed in the Azera community system can not be extricated from the reason why.