The tank 500 is really on fire, and at the current rate of increase in orders, it won't be long before even Wei Jianjun gets the factory to help screw up.
According to the data released by tanks, within 20 minutes of the start of the pre-sale, the order for the tank 500 exceeded 13,000 units, and the number of units scheduled on the first day had reached 22,654 units. According to all sources, as of now, the order for tank 500 has exceeded 40,000 units, and it has increased rapidly towards 50,000 units. You know, this car has just begun to pre-sell on the day of the opening of the Guangzhou car show (November 19). For models with an average bicycle price of 350,000 yuan, it can reach this order of magnitude in a short period of time, which should be the first time in the history of Chinese brand cars.
These days, everyone is thinking about the reasons why the ideal ONE sells more than 13,000 units a month, but in my opinion, it is better to think about why the tank 500, which has an average higher average price, has torn a gap in the long-solidified fuel vehicle market and found a sky that Chinese brands have never seen.
Because, to break through the threshold of 300,000 yuan price, the difficulty of fuel vehicles and new energy vehicles is not at all on the order of magnitude.
01The Chinese market needs top students
Chinese brands have made many attempts to hit the high end, but none have been as successful as tanks. From tank 300 to tank 500, the average selling price is 200,000 yuan and more than 350,000 yuan respectively, which is already the unit price level of quasi-luxury brands, and even first-line joint venture brands can only hope to reach.
For Chinese brands, the top students are too important, to avoid invalid rolling in the middle and low price range, the best way is to break through upwards.
The reason is very simple, suppose there are two middle schools, similar in scale, one is the good news is "undergraduate (including two and three) admission rate of 80%, a new high", the other good news is "10 science students entered the province's top 100, 30 people were admitted to Tsinghua Peking University".
Which school will people identify with more? There is no doubt that as long as it is a student with good grades, it will definitely choose the latter.
For today's Chinese car brands, the share of the low-end market continues to expand, and it does not allow their brand image to be further enhanced. In the case of domestic market share has reached a new high, the most important challenge facing Chinese auto brands now is to make greater and more breakthroughs in the high-end, or high-end market.
This breakthrough is much more difficult than an increase in market share at the low end. In fact, with the further acceleration of automobile consumption upgrading and the further opening up of the automobile market, the space for further improvement of the market share of local brands in passenger cars has been very limited.
According to the latest data from the Association of Passengers, the market share of Chinese brands from January to October this year is about 40%, if it is not Q3 to pull hard, it may not be as good as the same period in 2018.
At the same time, the impact of the tip effect on the entire Chinese brand is positive, and the tank's use of two products once again proves that consumers are not exclusive to the high-end products launched by Chinese brands. So, can the success of the Tank 500 simply be attributed to the strength of its product power?
Yes, but not all.
02 Did you have a choice before?
I've thought about many ways to find out why the Tank 500 can get such an explosive order volume, and I even went to find out if there are any Q&A questions and answers like this that can be referenced. The answer was not found, but I did encounter many people who posted similar questions.
Picking one of them, the original question was "Why is the Tank 500 sold so hot?" Is it really as good as advertised? ”
At the bottom of a bunch of car dealers, fans, melon eaters collected all the product advantages of the tank 500 listed to the people who asked questions, such as China's first self-developed 3.0T engine and longitudinal 9AT, hardcore off-road with girder, "Baoding Land Patrol", "China version of the big G" and so on, which is considered to be the tank 500 itself is good enough. But we all know that there are not a few excellent products born by Chinese brands, but there are almost no ones who can reach such a hot level in the high-end field.
I think the most fundamental reason is that in addition to the product itself, there was once when we didn't have a choice, and the Tank 500 is just the "second option" of this market segment. That is to say, the real advantage of the tank 500 is not a technical advantage, but a breaker of monopolies.
What were the large-displacement medium and large SUVs that used to be? What channels came from? How much? A little understanding of parallel imported cars are clear, can pay attention to this market, are want to buy a car, but also want to play with the car, who does not know who? It is precisely because everyone knows that everyone's heart is like a mirror, people choose the tank 500.
Once upon a time, when FAW Toyota Prado stopped production, the price of Prado stopped at the port rose by more than 100,000 yuan, and the second-hand market in the market was even more expensive than new cars. After the Land Cruiser, commonly known as the Land Cruiser, entered the country, it has long been the norm to increase prices by hundreds of thousands. The new car costs less than 600,000 Raptor F-150, and even landed more than 1 million.
If you want to say that this is some deformity in the niche market, it is normal, and I have thought so in the past, lamenting that the environment is like this. Until I saw the order volume of the tank 500, I found that there are not a few people who like and pursue large-displacement luxury SUVs, and the demand has always been there, but the deformed market has suppressed the demand.
In the same way, why is it that now that Highlander does not increase the price, no one will think that Toyota has begun to manage various out-of-line behaviors in the store? Obviously, the fundamental reason is that the seven medium and large SUV markets are no longer the only one in Highlander, and consumers have other choices. Raise the price here? Sorry, I could have checked out other brand showrooms across the street. Even Toyota's proud THS has been equipped with the second-generation Trumpchi GS8, and the uniqueness of the Highlander has long been incomparable.
On the other hand, the concern of buying a tank 500 is nothing more than the performance can not achieve the publicity effect, and the new engine may have a high failure rate. But compared with the previous cars, especially in terms of additional expenditure investment, the advantages of the tank 500 are too big, so big that everyone prefers to believe in the "unknown" rather than take the old road of "known".
What's more, because of the Great Wall Gun and tank 300, the tank does not say that there is a "golden signboard" in the off-road circle, but a "silver signboard" is always there. Therefore, consumers will feel that the performance of the tank 500 as a fist product will not be bad. It is precisely for this reason that the fire of tank 500 is inevitable.
As someone who has been following the cross-country circle since I entered the industry, I understand how it feels to buy high-displacement hardcore off-road people in the early years. Before the advent of the Tank 500, almost all models began to turn to a buyer's market, only this market was still in a seller's market.
03 Reject the inner volume
As mentioned at the beginning, the Tank 500 is the first one that can reach this predetermined amount of Chinese brand fuel vehicles at a price of 350,000 yuan. From the hardcore of the Tank 300 to the luxury of the Tank 500, the "Tank SUV" has become the strongest kicker in the off-road circle. So, how exactly does the Great Wall do it?
Although this is a bit of an hindsight, I believe that every brand has not made a choice in the face of the unknown in the first place. If I had to make an assessment, my answer would be only 4 words: reject the inner volume.
Looking back now, you will see how correct the independence and premiumization of the tank brand is. I chose high-end SUV products because I really have insight into the pain points of the market segment: for example, when I can only have one car, how to meet the requirements of luxury, off-road, space, and power?
Do not underestimate the power of these four words, before the emergence of tanks, Chinese brand SUVs can meet these four major needs at the same time.
Therefore, when the tank 500 project was established, I believe that the inside of the Great Wall must be tormented, they are anxious that the Chinese brand fuel vehicle has never really stood at such a height, and they are worried that the failure of the tank 5 million will not affect the tank 300.
Fortunately, they face anxiety, solve anxiety, attach importance to yearning, and achieve yearning.
From the Tank 500, what I saw was that in addition to this is an excellent product, there is also a great way to refuse the inner roll: jump out of the circle and make a splash!