Uncover the secrets of Weilai high-end EP Club: some people mix in the circle and others improve it. The entry threshold is equivalent to selling 50 cars

500位威莱车主的联合声明不仅将威莱的"社区之泪"推到了最前沿，还将威莱最高端的车主社区"epclub"推到了聚光灯下。

The joint statement of 500 Weilai car owners not only pushed Weilai's "community tear" to the forefront, but also put the most high-end owner community "epclub" in Weilai under the spotlight.

关于威莱易趣俱乐部的传闻很多，比如会员门槛高达1000万元，帮助威莱人均销售25辆车，"高质量的人类社交圈"等等。在社交媒体上，有人说，威莱易趣俱乐部的大多数成员都是"社会专家"，有经济自由，对他们"绝不冷淡"。还有人说EP俱乐部的一些成员是为了"混血圈"。为了进入这个俱乐部，威莱车主之间有大量的积分灰色交易。

There are many rumors about Weilai epclub, such as the threshold of membership is as high as 10 million yuan, helping Weilai sell 25 cars per capita, "high-quality human social circle", etc. On social media, some people said that most of the members of Weilai epclub were "social experts" with financial freedom, and "never be cold" with them. It is also said that some members of EP club are for the purpose of "mixing circles". In order to enter this club, there are a large number of points grey transactions among Weilai car owners.

真正的威莱俱乐部是什么样子的？最近，第一财经记者采访了几位威莱易趣俱乐部的早期员工、易趣俱乐部业主成员以及威莱es8 genesis的业主。在他们的描述中，威莱俱乐部被外界"妖魔化"了"社交圈是存在的，但不能完全定义为被外界理解为经济自由的人组成的高质量社交圈。"威莱俱乐部的一名成员告诉记者。

What does the real Weilai epclub look like? Recently, the first financial reporter interviewed several early staff of Weilai epclub, members of epclub owners and owners of Weilai es8 genesis. In their description, Weilai epclub was "demonized" by the outside world" The social circle exists, but it can not be completely defined as the high-quality social circle of financially free people understood by the outside world. " A member of Weilai epclub told reporters.

根据威莱app发布的信息，成立于2018年的epclub是威莱社区最高端的官方用户俱乐部，"服务于为威莱社区发展做出突出贡献的用户"。

According to the information released by Weilai app, epclub, founded in 2018, is the most high-end official User Club of Weilai community, "serving users who have made outstanding contributions to the development of Weilai community".

成为epclub会员主要有两种方式：一是以148万美元（约合人民币956万元）的价格购买ep9，自动成为epclub会员；第二，成为威莱的所有者，根据威莱的规则积累威莱价值（用户通常称为"奶牛价值"）。Epclub每年根据社区威莱价值的排名和增长授予年度会员资格。

There are two main ways to become an epclub member: one is to buy an ep9 with a price of US $1.48 million (equivalent to about 9.56 million yuan), which will automatically become an epclub member; Second, become the owner of Weilai and accumulate Weilai value (commonly known as "cow value" by users) based on Weilai's rules. Epclub grants annual membership according to the ranking and growth of community Weilai value every year.

2021年会员的筛选方法是在2020年12月10日的零点截取用户的Weilai值，取前120位Weilai值，2021年，年度增长最快的前30名威莱价值和区域公司的前2名威莱价值将成为epclub的年度会员。每个季度威莱价值增长最快的前十名用户可以成为体验会员并参与单个epclub活动。

The screening method of members in 2021 is to intercept the Weilai value of users at zero point on December 10, 2020, take the top 120 Weilai value, the top 30 Weilai value with the fastest annual growth and the top 2 Weilai value of regional companies to form the annual members of epclub in 2021. The top ten users with the fastest growth of Weilai value every quarter can become experience members and participate in a single epclub activity.

"epclub最初的定位是成为一家类似于梅赛德斯-奔驰AMG的汽车赛事体育俱乐部。从早期es8车主中挑选一批人开展围绕EP life的活动，但经营它已成为一家高端俱乐部，epclub的早期参与者告诉记者。

"The initial positioning of epclub is to become an automobile Event Sports Club similar to Mercedes Benz AMG. A group of people are selected from early es8 owners to carry out activities around EP life, but running it has become a high-end club, weakening the sports attribute and strengthening the social attribute." Early participants in epclub told reporters.

有人把威来俱乐部的成员称为"社会专家"和"财富自由"，说他们永远不会对他们冷淡。epclub会员、2021年ES6所有者水水（Weilai APP的昵称）不同意这一观点。他认为有一个社交圈，但不能完全定义为被外界理解为"金融自由"的高质量社交圈。

Some people refer to the members of Weilai epclub as "social experts" and "wealth freedom", saying that they will never be cold with them. Shuishui (the nickname of Weilai APP), a member of epclub and owner of ES6 in 2021, does not agree with this view. He believes that there is a social circle, But it can not be completely defined as the high-quality social circle of "financial freedom" understood by the outside world.

"威莱EP俱乐部拥有大量会员，他们驾驶威莱普通ES6，即威莱最便宜的汽车。如果一个俱乐部是以金钱来衡量的，那么那些外国奢侈品牌的高端汽车俱乐部根本不会带来入门级的车手。"水说。

"Weilai EP club has a large number of members who drive Weilai ordinary ES6, that is, the cheapest car in Weilai. If a club is measured by money, those high-end car clubs of foreign luxury brands don't bring entry-level riders at all." Shui Shui said.

然而，epclub的一名成员告诉记者，epclub中有很多人"有钱、有权、有闲"，有些人进入epclub是为了"混圈子"。对此，水水说："我认为epclub不能排除有些人有这样的想法。到处都会有圈子和显要人物。Epclub基本上是基于对品牌价值的认可。"

However, an epclub member told reporters that many people in epclub "have money, power and leisure", and some people enter epclub for the purpose of "mixing circles". In this regard, Shuishui said: "I think epclub can't rule out that some people have such an idea. There will be circles and dignitaries everywhere. Epclub is basically based on the recognition of brand values."

去年，水水曾参加过丽江爱普俱乐部举办的活动。据他介绍,整个活动行程为三天。第一天，他来到丽江参加晚宴，观看车手们导演和表演的节目。李斌与骑手们面对面交流。第二天早上爬玉龙雪山，下午在古城丽江进行类似定向运动的任务活动，并进行团队比赛。晚上举行了以武术为主题的角色扮演活动。包括李斌在内的所有成员都扮演了成龙武侠小说中的英雄。第三天回来。

Shuishui once participated in the event held by epclub in Lijiang last year. According to his description, the whole itinerary of the event is three days. On the first day, he arrived in Lijiang to attend a dinner and watch the programs directed and performed by the riders. Li Bin communicated face-to-face with the riders. Climb the Yulong Snow Mountain the next morning, do task activities similar to Orienteering in the ancient city of Lijiang in the afternoon, and have a team competition. In the evening, a role-playing activity with the theme of martial arts was held. All members, including Li Bin, played the heroes in Cheng's martial arts novels. Return on the third day.

"魏来只负责我们当地的住宿，我们还需要自费支付往返机票的费用。而且，当地的旅行不像观光旅游团在网上说的那样。活动内容有点像综艺节目。我们需要在一定的时间内完成一定的任务。爬上玉龙雪山后，我们必须打卡完成任务。事实上，它很累。"在水水看来，威来的旅行远不如免费旅行那么悠闲，更像是公司组织的团队建设。

"Wei Lai just covers our local accommodation, and we still need to pay for the round-trip air tickets at our own expense. Moreover, the local trip is not like the sightseeing tour group said on the Internet. The activity content is a bit like a variety show. We need to complete certain tasks in a certain time. After climbing Yulong Snow Mountain, we have to punch in to complete the tasks. In fact, it's very tired. " In Shuishui's opinion, Weilai's travel is far less leisurely than free travel, and more like the Group Construction organized by the company.

除了威莱官方组织的线下活动外，epclub会员还将通过自己的社会资源组织和开展线下活动。威莱的所有者张晨告诉记者，在威莱的所有者中，还有一个名为BN俱乐部的非官方组织。这个团体有许多俱乐部成员。该小组组长曾在活动公司担任主管。几乎每年，组长都会为俱乐部组织几次线下活动。

In addition to the offline activities officially organized by Weilai, epclub members will also organize and carry out offline activities through their own social resources. Zhang Chen, the owner of Weilai, told reporters that among the owners of Weilai, there is also an unofficial organization called BN club. There are many epclub members in the group. The group leader previously served as an executive in the activity company. Almost every year, the group leader will organize several offline activities for the club.

张晨说："活动的质量甚至不比官方组织差。"。

"The quality of the activity is not even worse than that of the official organization." Zhang Chen said.

在马斯洛的人类需求五层理论中，社会需求被列在金字塔中心的第三层。伟来es8创世版车主沈军认为，伟来易趣俱乐部为部分车主打造了精准的社交平台，通过官方活动将这些人从线上带到线下，满足这些车主的社交需求。

In Maslow's five-level theory of human needs, social needs are listed in the third layer in the center of the pyramid. Shen Jun, the owner of the genesis version of Weilai es8, believes that Weilai epclub has created an accurate social platform for some car owners and brought these people from online to offline through official activities to meet the social needs of these car owners.

"我个人更喜欢打篮球。早年，我经常和朋友们一起出去玩，但一年比一年少，参加体育运动的人越来越少，在过去的几个月里，我不一定玩一次。一方面，这是因为生活和工作。另一方面，人们通常关注手机。旧的社会关系逐渐消失，新的社会关系无法扩展。"沈军说，epclub聚集了一群志同道合的人。他们沟通更顺畅，有更多共同的话题。每个人的关系都很容易变得亲密。在这个社区里遇到许多热情、精力充沛和优秀的人，对他们自己来说也是一种进步。

"I personally prefer to play basketball. In the early years, I often went out to play with my friends, but year by year, fewer and fewer people played sports, and I didn't necessarily play once in the last few months. On the one hand, it's because of life and work. On the other hand, people often focus on mobile phones. The old social relations gradually fade, and the new social relations can't be expanded. " Shen Jun said that epclub has gathered a group of like-minded people. They communicate more smoothly and have more common topics. Everyone's relationship can easily become close. Meeting many enthusiastic, energetic and excellent people in this community is also an improvement for themselves.

进入门槛相当于销售50辆汽车

The entry threshold is equivalent to selling 50 cars

"在过去两年中，大约需要4000到5000头牛才能进入epclub。现在应该需要7000头或更多的牛。"张晨告诉第一财经记者。

"In the past two years, it took about 4000 to 5000 cattle to enter the epclub. Now it should take 7000 or more cattle." Zhang Chen told the first financial reporter.

对于目前只值1700头牛的张晨来说，epclub更像镜中花，水中月，"很难想象如何实现7000头牛的价值。首次购买威莱将直接产生1000 n的价值。重新购买一辆威莱汽车可以获得500 N的价值。建议每辆新车能获得100 N值。具有10 N值和20 N值的其他活动可以忽略。为了达到7000头牛的价值，至少应该引进50辆新车并进行交易。"张晨说。

For Zhang Chen, who is currently only worth 1700 cattle, epclub is more like a flower in the mirror and a moon in the water" It's hard to imagine how to achieve 7000 n value. The first purchase of Weilai will directly give 1000 n value. Re purchase of a Weilai car can get 500 N value. It is recommended that each new car can get 100 N value. Other activities with 10 N value and 20 n value can be ignored. To reach 7000 cattle value, at least 50 new cars should be introduced and traded. " Zhang Chen said.

根据威莱官方披露的信息，2021年威莱epclub共有177名会员，拥有397辆威莱汽车，平均推荐25辆，最多推荐95辆。

According to the information officially disclosed by Weilai, there were 177 Weilai epclub members in 2021. They owned 397 Weilai cars, with an average of 25 cars recommended and a maximum of 95 cars recommended.

水水告诉记者，他于2019年底成为威莱的业主。在接下来的一年半时间里，他成功推荐了200多名业主选择威莱。以每个新用户100头牛的价值计算，水水的威莱价值超过2万头牛。

Shuishui told reporters that he became the owner of Weilai at the end of 2019. In the next year and a half, he successfully recommended more than 200 owners to choose Weilai. Based on the 100 cattle value of each new user, the Weilai value of Shuishui exceeded 20000.

一般来说，一线奢侈品牌专职销售人员单月销售业绩约为6~10辆，8月份可销售车辆约100~180辆。一年半内推荐交易量超过200台，并不亚于一线奢侈品牌的全职销售。

Generally speaking, the sales performance of full-time salespeople of first-line luxury brands is about 6 ~ 10 units in a single month, and about 100 ~ 180 vehicles can be sold in August. The recommended trading volume of more than 200 units in a year and a half is not inferior to the full-time sales of first-line luxury brands.

对此,水水表示,作为威来的主人,朋友们经常会问他威来的使用经历。他会借此机会向朋友推荐购买威莱产品，并进行了大量交易。其次，威莱将定期举办线下活动。作为车主的志愿者参与，不仅可以增加牛的价值，还可以联系潜在客户。潜在用户更信任车主的真实体验，而不是专职销售顾问的专业话语，这更有利于他们的推广和转型。

In this regard, Shuishui said that as the owner of Weilai, he would often be asked by his friends about Weilai's use experience. He would take the opportunity to recommend his friends to buy Weilai products, and a lot of transactions had been made. Secondly, Weilai will regularly hold offline activities. Participating as a volunteer of car owners can not only increase cattle value, but also contact potential customers. Potential users trust the real experience of car owners more than the professional words of full-time sales consultants, which is more conducive to their promotion and transformation.

水水告诉记者，易趣俱乐部成员"东迈迈"（Weilai应用程序昵称）本身也是一名视频博主，通过分享汽车体验和货运视频扩大粉丝群的新客户。通过查询视频、B站、微博等社交网站，记者发现董脉粉丝超过28万，主要涉及新能源汽车和消费电子产品的介绍和使用体验。魏来相关视频播放完毕后，董迈迈会留下自己的推荐二维码，推荐用户参与试驾和购车。Weilai app显示，董迈迈已在2019年、2020年和2021年连续三届成为EP成员。

Shuishui told reporters that epclub member "Dong Maimai" (Weilai app nickname) itself is also a video blogger, expanding new customers in the fan group by sharing car experience and cargo videos. By querying videos and social networking sites such as station B and microblog, the reporter found that Dong Maimai has more than 280000 fans, mainly involving the introduction and use experience of new energy vehicles and consumer electronics. After Weilai Related videos, Dong Maimai will leave his own recommendation QR code and recommend users to participate in test drive and car purchase. Weilai app shows that Dong Maimai has become an EP member for three consecutive terms in 2019, 2020 and 2021.

威莱创世纪es8的所有者沈军告诉记者，一些所有者会通过一些灰色手段快速积累威莱价值，以便进入epclub。

Shen Jun, owner of Weilai genesis es8, told reporters that some owners will quickly accumulate Weilai value through some grey means in order to enter epclub.

"威来的'老带新'（老客户介绍新客户），新老用户可从威来获得12000分。销售人员可以告诉新顾客谁是自然来到商店的。填写推荐人可以增加12000点。同时，如果填写了指定的推荐人，推荐人将放弃12000分，并将其分配给新客户。"沈军说,作为老车主,当时为他们服务的许多销售人员和同事(服务伙伴)都成为了威来市公司的董事,有的甚至成为了威来市公司的总经理。他们可以通过某种"黑箱操作"帮助熟悉的老用户快速增加推荐交易量。

"Weilai's' old brings new '(old customers introduce new customers), new and old users can get 12000 points from Weilai. Sales can tell new customers who come to the store naturally. Filling in the recommender can increase 12000 points. At the same time, if filling in a designated recommender, the recommender will give up his 12000 points and give them to new customers. " Shen Jun said that as old car owners, many of the sales and fellow (service partners) who served them at that time had become the director of Weilai city company, and some even became the general manager of the city company. They could help familiar old users quickly increase the recommended trading volume through a certain "black box operation".

在威来商城，售后或收费服务，12000点的使用价值相当于1200元。沈军说，一些车主用现金购买积分，折扣率在20%到10%左右，也就是说，12000积分可以兑换1000元左右的现金。记者在威来app上看到，大量持证车主张贴帖子获取积分，或介绍他们获取积分的经验。

In Weilai mall, after-sales or charging services, the use value of 12000 points is equivalent to 1200 yuan. Shen Jun said that some car owners buy points in cash, and the discount ratio is about 20% to 10%, that is, 12000 points can be exchanged for about 1000 yuan in cash. The reporter saw on Weilai app that a large number of certified car owners posted posts to acquire points or introduced their experience of acquiring points.

沈军说，一些老用户甚至直接给用户同等的现金补偿，以增加威莱价值。一位认证信息为"2020 EP会员"的威莱车主在帖子中说，"订购汽车时，威莱将奖励订购者11000分。。。积分也可以卖给我。它以现金购买，永远有效"。

Shen Jun said that some old users even directly give users equal cash compensation in order to increase Weilai value. A Weilai car owner whose certification information is "EP member of 2020" said in a post, "when ordering a car, Weilai rewards 11000 points to the ordering person... The points can also be sold to me. It is purchased in cash and is valid forever".

"买车的人可以多获得1000元的福利，老车主也可以得到他们想要的价值。同时，这种福利本身不需要出售任何额外的东西。它还可以通过福利促进转型。为什么不呢？"在沈军看来，这是"三方共赢"。

"People who buy cars can get 1000 yuan more benefits, and the old car owners also get the cow value they want. At the same time, this kind of welfare itself does not need to sell anything extra. It can also promote transformation through welfare. Why not? " In Shen Jun's view, this is a "tripartite win-win".

在回答第一财经记者的提问时，威莱汽车相关人士表示："威莱一直在打击禁止积分交易。"消息人士还表示，epclub会员并不特殊。如果新用户扫描他们的推荐码，威莱车主会这么做。车主和销售顾问之间并没有秘密行动来进入易趣俱乐部。

In response to the question raised by the first financial reporter, the relevant person of Weilai automobile said: "Weilai has been cracking down on the prohibition of point trading." The source also said that epclub members are not special. Weilai car owners will do it if new users scan their recommendation codes. There is no secret operation between car owners and sales consultants in order to enter epclub.

（应受访者要求，张晨和沈军为笔名）

(at the request of the interviewee, Zhang Chen and Shen Jun are pseudonyms)

Link：https://new.qq.com/omn/20210831/20210831A04J8Q00.html

update time：2021-08-31 13:35:17