For major car companies, especially the new forces, with the rejuvenation of the target population, it is almost the trend of the times to work some things that young people like to hear, such as their own APP.
I know that talking about the APP at the end of 2021 is indeed august 15 selling door gods - too late. Mini programs cover almost 90% of third-party software, there are fewer and fewer apps in everyone's mobile phones, and the memory occupied by WeChat is getting larger and larger.
But the more this time, the more it can show the unique status of the APP. Everyone who is willing to download the CAR company APP, almost all of them are their potential users, when the "xx car" is placed in the mobile phone app store, it shows that this user is at least interested in this brand, so how to truly convert these private domain traffic into orders, that is, "eight immortals across the sea, each showing its magic".
Paving so much, in fact, I want to tell you that we have opened a new series, starting from the "Weilai APP", and strive to try out a car company's APP for everyone every week, take everyone to see what kind of world they have hidden in the APP.
Search box, is it simple?
Whether Weilai can win the new power sales championship this year I don't know, but its APP downloads must be the most among all car companies this year.
Whether it is the number of 3813 comments, or the rating of 4.6, basically do their own alone file, the legend of Weilai's 200,000 daily life seems to be true,
Open the APP, what comes into view is the ET5 that has just opened the reservation, and the update speed of the Weilai APP exceeds the official website, official micro,weChat public account most of the time, which also shows that Weilai attaches great importance to this publicity platform.
The above search box is actually very mysterious, after clicking on, Weilai cleanly and concisely gave three content modules, namely: search history, hot search, and hot topics
The wonderful thing is that the hot topic Weilai only gave 5, not like many news APPS often 20 rankings, people are dazzling. Weilai not only marked the number of participants after each topic, but also did not rank the topics according to the number of participants, and would use the two labels "HOT" and "NEW" to distinguish them.
This shows that Weilai is very confident in the number of participants in its own topic, and dares to make such an accurate figure public.
After clicking on a top search hashtag, something more interesting comes. For example, when I click on the "ET7" label, the first sub-column is not the product introduction of ET7, but all users with this entry, and the Weilai employees related to this car will appear in the top.
It can be seen that Weilai does not want to throw a cold product introduction in front of you, but hopes that you can pay attention to the manufacturing of this car and the people who also care about this car, which is a very warm and intelligent product logic, for an APP, having social attributes is far more important than news attributes.
When you connect with the maker of the product, the product will be a "unique" experience for you
Back to the beginning, a simple search box we talked about nearly 1000 words, it can be seen that each module of Weilai has many product details worth playing.
What is recommendable?
For an APP, the core functional area almost determines the life and death of the APP. And what Weilai gives is: recommendation, at this moment, here, consulting, NIODay five modules, let's take a look at them one by one.
Weilai's "recommendation" section is actually very simple, divided into three parts: the warm-up article that occupies half of the picture, the entrance to quickly book a car, and the circle of friends who see various car owners Xiti Weilai.
The first two we will not say, mainly to see everyone is most interested in the "Xi ti new car" link, because the RECENTly released ET5, so I in accordance with the ORDER of the APP to recommend to me in turn cut off three Weilai car owners circle of friends, you can feel the style of this painting:
This "little RED book blogger Kitti Lamborghini" style almost runs through my "recommended" interface, I have stroked five or six times, and the following title is probably:
"Bought against the atmosphere lights, es8 can't give me et5 can give me"
"The wife opened this, the contract was booked first and then said"
"I guess I have no reason to say no and don't care about an extra car"
"Less than a year into the second Weilai, impulsive orders, buy for the wife" and so on
People can't help but sigh that the men who love their wives the most in all of China and the middle class with the most abundance on hand are probably coming.
This is of course a good thing for Weilai, such a high fan stickiness and the user's strong desire to express it can make the Weilai APP complete the feat of "nearly half of the active users are not Weilai car owners, co-users and deposit owners, but fans who have not bought a car at all".
But everything is good and bad, convergence of recommended content can bring a sense of belonging, but also easy to form an information cocoon, people tired.
This is a problem that the algorithm logic cannot avoid, and it is also a problem that Weilai needs to think about: in addition to the good news that the owner picks up the car, what else is worth "recommending" to a potential user who has just downloaded the APP.
Simplicity is king
In addition to recommendations, Weilai's "at this moment" is very similar to "Weibo's information flow promotion", hoping that you can establish a unique "Weilai" circle of friends.
And "here" includes the Weilai Center, the power station and the activities organized by Weilai itself, including board games, Christmas and other activities that are very suitable for the preferences of young car owners, but I turned it over, basically in the face of "intention to participate in the gold and above car owners".
"Information" is the most amazing section of this time, NIO's product manager very accurately and concisely divided 9 modules, and sorted all the information about NIO according to the three major systems of vehicle, service system and community. The content in each module is very organized, and the content is unexpectedly enriched, not randomly filled in.
And one word that runs through these three plates is "simple.". Without any learning costs, without any complicated steps, you can find what you need in seconds, which is the most important lifeline for a mainly information-based app.
Weilai almost made this "simple" to the extreme, and I went around all the sections for a week, and I couldn't even find a superfluous content.
This "simplicity" has also been placed in the proud community operation model of Weilai, checking in to give points, points for prizes, no extra rules, and no need to do complex math problems.
I believe that the operation mode of "making users feel simple" is the real moat of Weilai, especially the Weilai mall has now launched a large number of peripheral goods that have nothing to do with cars, and has truly completed the "breaking of the circle", and the word-of-mouth and experience accumulated in the middle are like the number of iterative updates of as many as 100+ versions of the APP, so that the Weilai APP is almost completely unafraid of the "reference" of friends.
Weilai is even "generous" to show everyone the logs that are open to users every time the APP iteration is made, and explain in detail what content it has updated, this kind of "putting the answer in front of competitors" is indeed not something that ordinary manufacturers can learn for a while and a half.
Write at the end
Finally, I want to end with a small story, after I downloaded the Weilai APP, the staff of Weilai quickly called me, invited me to the nearest Weilai center around the house to experience and test drive, after I made it clear that I could not afford to buy a car, he said on the phone that even if I did not buy a car, I could come to eat and make a friend. And after that, he will still communicate with me every three or five minutes and keep in touch.
I do not evaluate the good or bad of this behavior itself, because some people may feel offended to privacy, what I want to say is that I am just the most ordinary and simplest user who can't afford to buy a car in the Weilai APP, if according to the logic of ordinary e-commerce, I am not their target group, but Weilai still invests the cost of a consultant in me, hoping to let me contact their corporate culture. At the very least, they're serious about doing it.
And for serious people, luck and results are always not too bad. You tell me?