Text | Joey
Some people say that what kind of car you choose determines what kind of circle you will be in. Today, the APP of the car brand has made this "circle" concrete.
Almost a decade ago, a friend of mine owned a Model S, and he showed me the ability to locate a car through an app. In my opinion at the time, this was a rather magical thing. The linkage between APP and car seems to have started from then on, and gradually become the mainstream direction of the development of automobiles (especially new forces).
Nowadays, I open the app of the car brand I own every day and do two things. The first thing is to complete the daily punch card task and get a point for it; the second thing is to take a look at the positioning of the vehicle. These are the ways that apps can bring me, and let me bond with the car.
But for more and younger new energy vehicle users, the meaning of automotive apps may be completely different. They can really find their own place to be good in it; in addition to traveling, they can expand their lives in more ways. Perhaps, to a large extent, a better car app will be the reason why they, and even younger people in the future, choose cars.
That's why I suddenly had an interest in studying several popular car apps (NIO, Xiaopeng, Ideal, Wuling, and Zhiji).
In addition to "OK", food and clothing are also very good
If you click on the WEILAI APP, in addition to the traditional car user posting, you will also be attracted by the positioning similar to the online mall. And the source of all this is gathered in a subdirectory called "Surprise".
In this "surprise" catalog, you'll see all the items that have nothing to do with cars but are related to life for sale. Yes, I'm not talking about its points store.
Here, NIO has set up a "Food Research Institute" that sells a variety of snacks and snacks; a "Micro-Drunk Club" that sells a variety of wines; and a clothing mall that sells everything from hoodies to outdoor ski equipment (if you like camping, then camping from tents to various gadgets and gadgets also has corresponding sections), as well as clothing malls for various shoes.
At the same time, you can also find bed sheets for your children in the household items section, and find exquisite wine vessels, teacups, and porcelain for yourself. Even more, you can find small digital appliances and exquisite car models.
These include a series of equipment including "food, clothing, housing and play" can be bought with cash, although this is certainly not weilai's main business as visible to the naked eye. But through the stacking of these peripheral products, not even peripheral products, everyone will begin to gradually understand and accept the lifestyle advocated by Weilai through it. This is obviously a good way to promote corporate culture.
For the owners of Weilai, since the cars have been bought, there is no reason to refuse the creation of this series of corporate cultures for the owner group. What's more, some products are also discounted for car owners. So, if the owner is going to buy these things, why not buy them all at once in the APP?
For more people, even if they don't buy Weilai's car, it is also a good choice to keep this APP as a shopping APP that can buy exquisite life goods and keep it in their mobile phones.
In addition to high-end life, it is also necessary to be more grounded
In addition to high-end gameplay, in fact, the store on the APP also has a more grounded operation idea. At this point, no one can ignore the LING Club of SAIC-GM-Wuling.
Starting from Wuling Hongguang MINIEV, SAIC-GM-Wuling began to walk at the forefront of the trend. Compared with Weilai, which is hundreds of thousands of dollars, the car of tens of thousands of yuan belongs to the road that is not painful to buy, and it is more willing to spend money when it is changed. Instead of letting the money for the transformation be earned by others, SAIC-GM-Wuling still decided to earn it itself.
Therefore, in the APP store of the LING Club, you can see a large number of car decorations and peripheral products for sale. From less than 300 reversing image modules, to floor mats, from more than 1,000 headlight groups, to home AC charging piles, and even film and body painting, you can buy them here.
Of course, there are also grounded daily necessities. Coffee cups, thermos, and individually tailored sweatshirts are also available at the LING Club. Even Wuling People's Edition Snail Powder, which has previously become an Internet celebrity food and triggered a rush to buy, can also be bought on this APP.
The price is close to the people and the supply is abundant, so that the LING Club APP has really become an APP built on top of automotive products, but jumping out of automotive products. Ten thousand steps back, even if it is just for snail powder, you should not miss this treasure car company APP.
Brand tonality can also be established through the APP
On December 26, the L7, the first model of Zhiji Automobile, which was established for one year, was officially rolled off the production line. However, compared with the thousands of calls of the product, in fact, the Zhiji Auto APP was launched earlier. Many people will wonder why the APP basically serves automotive products, why the App of Zhiji appeared before the car was owned.
This stems from the idea of creating an APP from the beginning to serve the product, but has become part of the core concept of the enterprise. Therefore, the Zhiji APP is more concise than other APPS in terms of functional settings.
Such simplicity is first reflected in the setting of the plate, the overall column directory in addition to the community and product introduction, is its most distinctive "Rough Valley" plate, as well as exclusive to each user of the "My" plate.
In terms of its functional settings, the basic functions of the two subdirectories of "Landscape" and "Camp" in "Community" overlap, and they are all shared by users, but the styles of these two plates are different. You can understand the difference in style and interface design between a letter circle of friends and a sweet potato.
Of course, in these two more important sections, the content shared is also quite different. For example, in the "camp" you can not only see a lot of praise, but also find the complaints of car booking users. I don't know if it was deliberate or a management oversight. In short, in this section you can see the real attitude of the real car users to the product and brand.
But in fact, in this APP, the more important plate is the "Rough Stone Valley". Here, whether the owner is a wise or not, he can obtain crystals through various means (such as daily punching and completing tasks, etc.) (the owner can get rough shards, not the owner). And through the daily "income of labor" in exchange for the corresponding remuneration.
These rewards can be used in the "IM Boutique" to exchange for photographs and paintings developed by Zhiji and co-artists, as well as the surrounding areas of life with a strong literary atmosphere. Although it doesn't look too practical, it is a good match for the artistic brand tone that Zhiji Auto has always wanted to create.
If you have not saved enough "crystals" to exchange for your favorite goodies, Zhiji has also opened a "real money and silver" shopping channel, and you can satisfy your hobbies with money. In the future, Zhiji APP will also provide a mixed payment method of crystal and money.
For the future owners of the zhiji car who can actually get the car, the rough stone with a higher value than the "crystal" is the driving force for their struggle. After all, compared with some photographic works and peripherals, the rough that can offset the various costs and expenses of the car is obviously more worth obtaining.
But in any case, the small hand that makes a fortune can get a good work of art, which does have a good attraction for specific groups of people. In this process, the overall positioning link between the zhiji brand and art has also been quietly established.
The academic atmosphere is strong, and the car version is known?
Xiaopeng Automobile's APP is actually basically not much different from the plate settings of most APPS. In addition to the traditional car owners' pictures and texts, as well as the small difference with Weilai, which contains a variety of food, clothing, housing and surrounding sales, its biggest feature lies in the transmission of the brand's leading technology.
This tonality is inseparable from Xiaopeng's great emphasis on intelligent driving assistance technology. Therefore, in addition to listing a directory section for the product introduction that everyone has, Xiaopeng also specially opened up a sub-section of "XPILOT" and a "Q&A" section similar to Zhihu Q&A in the discovery section.
In XPILOT, app users can not only understand all its important function demonstrations through video-by-video viewing, but also participate in a relevant knowledge point exam after completing the video viewing and learning through the "smart driving points" function.
At the same time, APP users can also answer small questions raised by other users through random answers in the "Q&A" section, such as the way of Zhihu Q&A. Of course, the settings of the problem are also varied, and finally create an interactive atmosphere for car riders in a loving community. It can help every user and potential user of Xiaopeng to achieve a deeper understanding of the product.
However, compared with the simple and clear APP plate settings of the overall design of Weilai and Zhiji, Xiaopeng's entire APP functional block division design is more complicated, and many functional plates overlap more seriously.
For example, the "Circle of Friends" and the "Hall of Fame" in my opinion have a great degree of overlap in basic functions; at the same time, the shopping malls that sell service options and peripheral products are designed in the "Service" section, and the degree of harmony is obviously not high.
And for those who like to operate more concisely, this design should indeed be quickly adjusted through upgrades to bring a better user experience.
Scoring system that lets owners tell the truth
If the complaints of the owner of the car are still in the stage of retreat, then in the ideal view, the user's experience in the process of using the vehicle is a real indicator that is really important and can drive the continuous progress of the product.
In the app of ideal car, a scoring system called word-of-mouth is particularly eye-catching. Such a scoring system does not only contain positive reviews of users in the process of use, but also users will point out the shortcomings of the product according to their real experience in the process of use.
In fact, the existence of such a scoring system proves positively that the ideal has confidence in the product and trust in the user. Also for more potential users, the app's own owner scoring function can point them to the direction of buying a car compared to the ratings of many car websites.
More importantly, in the app of all car brands today, only the ideal dares to fully open this system to users. Therefore, it also further enhances the user's confidence and recognition of the brand. At the same time, it will make the follow-up products better.
Features don't stop here online
For the new forces to build cars, although many companies are expected to exceed 100,000 sales this year, this figure is still very small compared to the sales volume of the overall automobile market. Therefore, being able to tap potential consumers as much as possible has also become an important function of the car company APP.
For example, after completing the mobile phone registration, I received sales calls from two brands. In the telephone communication, they will take the initiative to answer all the questions about the product for me, as well as enthusiastically arrange the test drive of the vehicle for me, and even have the service experience of delivering the car to the door.
In the face of such enthusiasm, for a person who wants to understand the app function, but does not have a car purchase plan in the short term, it is actually a little embarrassing. But for many potential consumers who are really interested, such a "feeding" car purchase consulting service can obviously reduce a lot of unnecessary time for answering questions and comparing.
Of course, if possible, I still hope that everyone can control the effective communication time. After all, it is not insisting on not hanging up the phone, and the turnover rate can rise. Maybe give everyone more time to turn over the APP, understand the culture of the company, the peripheral products that are interested, the "wool" that can be saved, and the scoring of past car owners, coupled with the recommendation and the test drive of the store, the success rate of the car may also be correspondingly improved.
After all, while finding a good product, you can have a good brand APP, and find your favorite social circle after owning a luxury car, it must be a good thing, right?