蔚来困局：靠粉丝文化还能走多远？

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蔚来困局：靠粉丝文化还能走多远？

全天候科技2021-08-22

一份车主联合声明风波，让蔚来“饭圈”出现了不同的声音，除了毫无保留地支持派，越来越多车主开始旗帜鲜明地表示抗议。如今，摆在蔚来面前的，已经不仅是NOP争议，其苦心经营的粉丝文化和自身业务暴露出来的更多问题，都在对蔚来形成强力冲击。李斌一定无法想到，一场突如其来的NOP（领航辅助驾驶功能）事故，让蔚来深陷旋涡，风暴不断。新浪科技报道，8月22日，蔚来死者家属表示，蔚来涉嫌帮助毁灭、伪造证据案已获...

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Comment（23）

怒放的羽毛
·2021-08-23
這種博眼球的帖子真是好笑，靠粉絲能賣出均價40萬的車，你當買車的都沒有判斷力嗎？
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丛郁
·2021-08-23
未來還靠未來
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1
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虎仔一二三
·2021-08-23
[賤笑]
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- 虎仔一二三:
  ?
  2021-11-08
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- 虎仔一二三:
  ?
  2021-10-29
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- 虎仔一二三:
  ?‍?
  2021-09-15
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云里梦里飞
·2021-08-23
別個品牌要你錢蔚來要你命
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- Andy_Wu:
  算了吧，自动驾驶和辅助驾驶都分不清楚也来买车。也说自己是中国人。回去小学读多几年语文，多多感受一下中华文化上下五千年的博大精深再出来混，不会太迟。不要在这里丢人现眼！
  2021-08-23
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- Andy_Wu:
  算了吧，自动驾驶和辅助驾驶都分不清楚也来买车。也说自己是中国人。回去小学读多几年语文，多多感受一下中华文化上下五千年的博大精深再出来混，不会太迟。不要在这里丢人现眼！
  2021-08-23
  Reply
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- Andy_Wu:
  算了吧，自动驾驶和辅助驾驶都分不清楚也来买车。也说自己是中国人。回去小学读多几年语文，多多感受一下中华文化上下五千年的博大精深再出来混，不会太迟。不要在这里丢人现眼！
  2021-08-23
  Reply
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快乐玩美股
·2021-08-23
[財迷]
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1
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- 云里梦里飞:
  [微笑]
  2021-08-23
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快乐玩美股
·2021-08-23
[財迷]
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神话者
·2021-08-23
[微笑]
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撒油那啦
·2021-08-23
好的
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撒油那啦
·2021-08-23
需要有改革，不然有點像傳銷組織
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撒油那啦
·2021-08-23
需要有改革，不然有點像傳銷組織
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向上学习
·2021-08-23
[微笑]
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3
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- CPY91:
  [微笑]
  2021-08-29
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- EstherPang:
  [微笑]
  2021-08-23
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- EstherPang:
  [微笑]
  2021-08-23
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Sentosa
·2021-08-23
已閱
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1
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yoyo6969
·2021-08-23
[微笑]
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2
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- yoyo6969:
  ?
  2021-08-23
  Reply
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- yoyo6969:
  [微笑]
  2021-08-23
  Reply
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- yoyo6969:
  [微笑]
  2021-08-23
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YourCFP
·2021-08-23
需要透明快速的處理，三兄弟其他倆個還在看着呢
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- 一茗王:
  ?
  2021-08-23
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- Wishonest:
  [丢脸]
  2021-08-23
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vanhan
·2021-08-23
閱
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2
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笑瞰
·2021-08-23
666永遠
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1
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小虎小虎小小虎
·2021-08-23
666
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1
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- 小虎小虎小小虎:
  666
  2021-08-23
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Linda2240
·2021-08-22
[微笑]
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1
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- Linda2240:
  [微笑]
  2021-08-22
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hangyuliang
·2021-08-22
[微笑]
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- hangyuliang:
  [微笑]
  2021-08-22
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yuliang559
·2021-08-22
[微笑]
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- yuliang559:
  [微笑]
  2021-08-22
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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202108222113247c31af69&s=b><strong>全天候科技</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>一份车主联合声明风波，让蔚来“饭圈”出现了不同的声音，除了毫无保留地支持派，越来越多车主开始旗帜鲜明地表示抗议。如今，摆在蔚来面前的，已经不仅是NOP争议，其苦心经营的粉丝文化和自身业务暴露出来的更多问题，都在对蔚来形成强力冲击。\n李斌一定无法想到，一场突如其来的NOP（领航辅助驾驶功能）事故，让蔚来深陷旋涡，风暴不断。\n新浪科技报道，8月22日，蔚来死者家属表示，蔚来涉嫌帮助毁灭、伪造证据案已获...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202108222113247c31af69&s=b\">Source 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.wx-sou","directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2161174781","pubTimestamp":1629641630,"sourceInfo":{"source_id":"tencent","name":"腾讯"},"weMediaInfo":null,"summary":"一份车主联合声明风波，让$蔚来$“饭圈”出现了不同的声音，除了毫无保留地支持派，越来越多车主开始旗帜鲜明地表示抗议。如今，摆在蔚来面前的，已经不仅是NOP争议，其苦心经营的粉丝文化和自身业务暴露出来的更多问题，都在对蔚来形成强力冲击。此前，蔚来方面否认存在工作人员私自接触车辆毁灭证据的行为。在官方未披露调查结果，案件还未完全明晰的情况下，蔚来内部原本坚不可摧的“车主粉丝团”也已经分裂成了两派。","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{},"translate_title":"Weilai dilemma: How far can we go by fan culture?","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/9405df2980c2fd1f9f2d01e6a3febbff","symbols_score_info":{},"content_text":"一份车主联合声明风波，让蔚来“饭圈”出现了不同的声音，除了毫无保留地支持派，越来越多车主开始旗帜鲜明地表示抗议。如今，摆在蔚来面前的，已经不仅是NOP争议，其苦心经营的粉丝文化和自身业务暴露出来的更多问题，都在对蔚来形成强力冲击。\n李斌一定无法想到，一场突如其来的NOP（领航辅助驾驶功能）事故，让蔚来深陷旋涡，风暴不断。\n新浪科技报道，8月22日，蔚来死者家属表示，蔚来涉嫌帮助毁灭、伪造证据案已获莆田市公安局涵江分局三江口派出所受理。此前，蔚来方面否认存在工作人员私自接触车辆毁灭证据的行为。\n在官方未披露调查结果，案件还未完全明晰的情况下，蔚来内部原本坚不可摧的“车主粉丝团”也已经分裂成了两派。\n在蔚来APP的社区内，不同意见的车主水火不容：一派表示理解、包容，另一派则激烈地抗议。\n尤其8月18日，一份声称由500位车主签署的《蔚来车主对NP/NOP系统认知的联合声明》（下称《联合声明》）被公开并在网络上广泛传播。该声明强调：“我们清楚知悉目前蔚来公司的NP/NOP系辅助驾驶系统，而非自动驾驶系统或无人驾驶系统：蔚来公司对NP/NOP的介绍、宣传未对蔚来车主构成混淆和误导。”\n简而言之，该部分蔚来车主认为蔚来没有问题，否认品牌宣传存在误导，并为品牌站台。\n蔚来“饭圈”为品牌站台已不是第一次，不过，这一次的情况和以往不同。\n这份《联合声明》一出，不仅在各大社交平台上引发激烈讨论，在车主内部也迅速引来反对声音。\n“本人是一名蔚来车主，但和蔚来**组织中的车主绝对不是一类人”、“没有我的同意，谁代表我谁***”……更多车主认为，此次事故责任未定，应以死者为大，不该过早站队，也不想被代表。\n截至目前，“反对车主联合声明”的话题已经有超过1万人参加，早已超越了签署《联合声明》人数，并且这一数字还在持续增加。\n\n而根据蔚来最新披露数据，蔚来汽车已经累积交付了超过10万辆。这或意味着，反对声音也迅速达到了10%，相比500人的联合签署，前者或正在成为蔚来车主主流声音。\n几天过去，摆在蔚来面前的，已经不仅是NOP问题，其苦心经营的粉丝文化和自身业务暴露出来的更多挑战，都在对蔚来形成强力冲击。\n1\n联合声明背后\n这份“捅了娄子”的联合声明由林蔚发起。\n在蔚来APP内，他的ID是“林蔚律师”。在“林蔚律师”的个人界面上，信息显示，他不仅是蔚来ES8创世版车主、蔚来2020车主志愿者，同时还是首届及第二届用户信托理事。\n蔚来用户信托基金成立于2019年1月，李斌当时已将自己名下的5000万股蔚来股票转移到该信托旗下。虽然李斌保留了这部分股票的投票权，但通过该信托，蔚来能让用户讨论如何使用这部分股票的经济收益。\n针对2020年1月的疫情以及2021年7月的河南暴雨，蔚来用户信托基金曾分别捐款500万元和50万元。\n该信托基金由8位理事以及一位信托保护人组成，林蔚就是其中之一。这样的身份，让这份声明的发布更加耐人寻味。\n在这份联合声明招来用户反噬过后，林蔚很快就在蔚来APP内更新了动态，表示该声明没有代表蔚来全体车主，“不用主动对号入座”。\n同时，林蔚称，该声明并没有与蔚来官方联系沟通过。并且发起的目的是想要对外展示一下蔚来车主的理性形象。\n但蔚来车主并不买账，在这条动态的下方，大量的留言都将矛头对准了林蔚。“这是专门来坑蔚来的吧？”“作为同行和车主，真的感到丢脸，而且严重质疑你的专业能力和职业素养。”\n也有车主一针见血地指出：“如果没有代表全体车主，请将联合声明的标题改为‘500名蔚来车主的联合声明’，而不要在标题单独使用‘蔚来车主’，有指代全体车主的歧义和嫌疑。”\n相比于国内其他几家造车新势力，蔚来强大的车主粉丝文化已经成为其显著竞争力。\n例如，在蔚来陷入资金危机的2019年，就有青岛车主免费为蔚来投广告，澳门车友会众筹资金替蔚来租站位、搭站台；今年的上海车展，在蔚来汽车展台担任“义工”的员工中，也有200位是蔚来车主。\n\n车主免费为蔚来打广告 来源：微博用户“社会我超er”\n凭借蔚来车主们诸如此类的“团结”之举，几乎每一次，蔚来都能登上热搜，而这些看起来积极正面的，甚至皆大欢喜的新闻，又无形中为蔚来的品牌增添了某种神秘光彩，吸引更多车主加入。\n但今年以来，过往整齐、和谐的声音开始频繁出现噪音。\n今年年初，蔚来深圳车友会包机前往成都出席NIO day活动。有视频显示，蔚来车主们在飞机上不仅不戴口罩，还一边蹦跳，一边高唱蔚来NIO day主题曲。这样的举动已经违背了防疫以及民航相关规定，为此，蔚来的粉丝文化一时间陷入争议。\n就在7月，蔚来车主投诉座椅存在缺陷的话题也一度冲上了热搜——而在此之前，这个话题已经在蔚来APP内产生了相当激烈的交锋，甚至有车主建立了“座椅发声总群”进行维权，封面是“蔚你折腰”的专属LOGO，加群维权的人数超过千人。\n蔚来很快响应了相应的“座椅升级”措施，但关于该措施是否应该收费的问题，蔚来粉丝内部又分裂成了两派，部分车主对蔚来把产品问题变成升级服务，并进行收费的行为感到不满。\n随着越来越多的争议事件，蔚来的粉丝文化已经出现了裂痕。\n2\n粉丝文化如何养成？\n“如果你在购买一辆汽车，你不仅仅是在买一辆车，而是在买一张通往新的生活方式的门票。”\n李斌的这句话很好的诠释了蔚来车主的特性，他们购车的目的不仅仅在于汽车产品本身，对产品背后的服务属性以及品牌营造的社交圈，或更加看重。\n蔚来对于粉丝文化的培育，真金白银的投入必不可少。尤其在用户的汽车维修保养、建设充换电体系，以及NIO House的铺设上，蔚来都投入了不菲资金。\n例如蔚来的NIO House，不同于传统的4S店，完整的NIO House具备7大功能，除了传统的展车以外，更多的空间仅为车主提供而并不对外开放。在NIO House，蔚来不仅提供了休息、办公等服务，甚至还设置有儿童乐园。\n\n北京东方广场NIO house 来源：蔚来官网\n据媒体报道，北京王府井的东方广场店，蔚来付出的年租金约为7000万-8000万元，签约时间为6年。\n不过，对于动辄能掏出四五十万购买蔚来汽车的用户来说，“外在”的吸引往往还不是最关键的。\n蔚来深知和用户们打成一片的重要性，李斌曾表示，蔚来从创立之初就想成为一家让用户有拥有感的企业，甚至宣传蔚来是“傻傻地对用户好”。线下的车展活动，李斌会亲自到场做演讲，蔚来APP上，李斌也会积极和用户互动。过去高高在上的企业家，在蔚来这里，成为了用户亲密的“朋友”。\n围绕蔚来APP打造蔚来值（车友称为“牛值”)、周边商品以及社交圈的玩法，让蔚来粉丝有了独特的粘性。\n而手握这张新生活方式门票的蔚来粉丝们也为蔚来带来了直接的经济收益。\n2019 年四季度，当时蔚来现金储备不超过 10 亿元，8000 多位车主为了帮蔚来挺过难关，冒着未来没有售后的风险付款提车，让蔚来得以获得足够的现金流；在今年年初的NIO Day上，李斌向媒体透露，蔚来老车主推荐带来的订单，在蔚来的销量中占比超过6成。\n李斌曾直言，“在蔚来最艰难的时候，是我们的用户拯救了蔚来。”\n而对于蔚来用户而言，好比饭圈对爱豆一路茁壮成长的热望，车主们获得了一种养成系的成就感，有了主人翁意识。这也让“蔚来车主”这一群体自带话题。\n为了升级“粉丝圈”，蔚来还打造了一个“高端社区”。\n“当‘牛值’达到一定程度后，蔚来会推荐你进入高端社交圈，里面的人非富即贵。”一位蔚来门店的销售人员对媒体表示。\n这个被蔚来称为“NIO品牌国内最高端的用户俱乐部” 的“蔚来EP Club”，车主想要进入需要跨过一个门槛——一次性花费一千多万购买EP9，或者为蔚来带来价值千万的卖车收入。\n根据蔚来官方介绍，这个高端社区的所能提供的服务其实并不特别，无外乎EP9驾驶体验、FE（电动方程式赛车）观赛、海外游学、大咖分享等权益。据媒体报道，实际更多为丽江、三亚等地的游玩安排。\n但这样的“高端社区”对蔚来用户的吸引却立竿见影，根据蔚来官方数据，2021年度EP Club会员中，新进会员有108人，所占比例超过六成。\n3\n蔚来需要新故事\n对粉丝文化的经营让蔚来尝到了“甜头”，不仅靠车主推荐强力带动了交付，而且几乎每轮舆论风波，蔚来车主们都会率先登场，充当品牌免费的“外包PR”。\n然而，随着蔚来交付量的提升，用户的构成更加多元，蔚来粉丝的内部分裂也越来越明显。500名车主的联合声明，让这种矛盾彻底公开化。\n成于粉丝的蔚来，也正面临被粉丝代表、裹挟的风险。外界对蔚来保有的高端、美好的印象，也开始变得复杂起来。\n\n蔚来es8及创始人李斌\n更重要的是，对于还未“上车”的蔚来潜在用户来说，一个如此分裂的社交圈，还具备和往日同等的吸引力吗？\n对于蔚来的粉丝文化，盖世汽车研究院总监王显斌认为“这是一个双刃剑”，“一方面需要企业能够去倾听不同用户的声音和痛点，比如蔚来的‘蔚你折腰’事件，企业愿意去倾听这些客户，然后再不断地去迭代这个产品；另一方面是，企业是否有这么多资源进行支持？”\n他告诉全天候科技，这不仅涉及投入的问题，还有资金的问题。和其他新势力相比，蔚来在销售服务方面的投入长期高于研发费用（2021Q2季度，研发费用投入接近销售及行政费用2倍），“相较于研发而言，用户运营服务、营销层面的资金投入难以量化评估效率，资金投资可能存在一定浪费。”\n北京周掌柜管理咨询有限公司创始人周掌柜认为，粉丝运营在不同时间产生的作用是不一样的，早期的时候价值会更大，但随着用户量的放大，更多新用户的加入其实是基于市场行为。在这样的情况下，蔚来不可能长期和如此广义的人群，形成价值观的互动和深度的交流。\n抛开这场NOP事故引发的风波不提，蔚来自身的业务也正面临着挑战。\n虽然蔚来的交付量一直在稳步增长，今年上半年还凭借41956的交付量，站稳了“蔚小理”之首。但随后的7月份，蔚来被挤下了头把交椅的位置。\n7月，理想、小鹏环比大幅增长，交付量都突破了8000辆，而蔚来的交付量仅为7931辆，环比下滑近2%，只排名造车新势力的第三位。\n在交付量出现波动的同时，蔚来的亏损仍在持续。根据财报，二季度蔚来净亏损5.87亿元，同比下降50.1%，但环比增加近3成；整车销售毛利率为20.3%，环比下滑0.9%。\n固守高端路线的尴尬，让蔚来至今仍未走出亏损，并且交付量还被后两家反超，加之近期爆发的舆论事件，为蔚来下半年的交付走势更增添了不确定性。\n对于当下的蔚来来说，无论是寻求新的增量，还是描绘一个更大的资本蓝图，或迫切需要一个新的故事。\n大众市场被蔚来盯上。\n在8月12日的财报电话会议中，李斌确认蔚来已经建立了核心团队，准备进军大众市场，对标品牌正是特斯拉。\n“我们希望有产品能够以比特斯拉更低的价格，提供更好的产品和服务。”李斌说。\n入华以来，特斯拉的销量一路走高，除了产品力的优势，随着零部件国产化，特斯拉一降再降的价格，也促进了销量的爆发。而蔚来的发展路径和特斯拉十分相似，都是从高端入手。只是此前蔚来一直执着于高端定位，缺席了大众市场。\n有市场消息称，蔚来计划推出的“下沉”品牌，产品售价预计在15万元-25万元之间。而这一价格区间尚处于中端范围。\n市场研究公司IHS 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