In the last month of 2021, ideal cars drove full horsepower, not only 14,000 monthly sales reached a new high, but also sold more than 10,000 for two consecutive months, and the annual sales of ideal cars also raised the annual sales of ideal cars to the 90,000 mark. Since its delivery, the cumulative delivery volume of the Ideal car has reached 124,000 units.
For a product that does not have absolute advantages in itself, it can be a "new car-making force bicycle sales champion", the ideal ONE naturally has its unique features. For example, at the important marketing level, the ideal is very aware of its own advantages, whether it is to find a category gap of "six-seater car" or to accurately grasp the selling point of "no mileage anxiety", all in order to consolidate the product positioning of "Daddy Car".
For the APP is actually the same, in the early stage, the APP's product positioning is far more important than the user experience, the reason why many Internet companies operate multiple APPS at the same time, is to hope that the different positioning of each APP is firmly engraved in the user's brain, such as Tencent's development of WeChat (social), QQ music (entertainment), Tencent video (video), Tencent news (information) and other APP, covering different functions. This product idea is not exclusive to large companies, and even the very niche male community Tiger Punch has also differentiated into an APP specializing in trendy e-commerce, which shows how important the product positioning of the APP is.
Due to the small traffic, the automotive APP is usually made into a comprehensive APP, covering important sections such as information, community, shopping mall, car control, etc., but in fact, this difficulty is far greater than that of multiple APP, because "comprehensive" can easily become a chaotic "four unlike", and users do not have a clear concept of the use of the entire APP. How to make trade-offs between each section is the time to show the product thinking of various car companies.
Is "straight man set" good or bad?
Ideal APP in the app store has more than 800 reviews and 4.6 ratings, in the car companies are counted as the top, it is worth noting, I looked at the ideal APP version history, the ideal APP update frequency is about 2-3 times a month, each time there are new features, such as the mall new "commodity evaluation function", door-to-door car pickup new "service provider Didi driving", mall new "search function", home page new "installation of goods independent reservation function" and so on.
Most importantly, the provenance of these functions can basically be found in the APP comments, almost all of which are the modification suggestions proposed by the users of the ideal APP, and the response speed of "today to propose to solve next week" also makes users very willing to ask questions, forming a virtuous circle.
Open the home page of the ideal APP, my first feeling is: are the product managers of the ideal APP "steel straight men"?
The icons of these four secondary entrances perfectly fit the two most classic requirements when Party A communicates with you: enlarge and bold. Although it doesn't look very designed, it does meet the straight man design of the ideal "Daddy Car".
This reinforcement of human design is also reflected in the following recommendation information flow, and inserting "recommended users" and "hot topics" into user posts like advertisements will bring a bad reading experience and make the entire information flow appear cluttered. Of course, under the filter of "straight male aesthetics", these layout problems seem to be forgiven.
Of course, the "straight man setting" is not all bad, but also brings eye-catching features, such as the "word of mouth" of the top navigation bar.
Ideal gengzhi put "expecting improvement" in the first three positions of the label, and after clicking on, it was found that the ideal was not a formality in this column, and it did not hide the negative evaluation of all users, and you can clearly see the real complaints of each car owner for the ideal. In a sense, not blocking the owner's mouth is not a kind of confidence in their own products.
I roughly flipped through the 20 mainstream car app on the market, and only the ideal is to fully open this function. And the most critical thing is that the ideal will release the owner's "current mileage", "100 kilometers of fuel consumption", "delivery time", "car city" and other very fine information.
This degree of confession to potential intended owners can be more real and credible than various car evaluation websites, it can be seen that the ideal also spent the greatest effort to operate this section, not only the label classification is very accurate, and the entire interface display and use experience is simply different from the previous "recommended" section.
I don't even know if the information given by this section is too detailed, resulting in the "Q&A section" next to it not as lively as Krypton, the update frequency is also worrying, and the latest Q&A is still stuck a month ago.
In general, the ideal APP interface is like two sides of a straight man, with rough design and lack of aesthetics in details, but frank and straightforward on key issues. Ideal very precisely controls the product portrait of its own users and knows what they are downloading the ideal APP to see. Therefore, the ideal does not bend the corner, abandons a lot of fancy filling content, and puts the most real user feedback in front of them, without covering up or escaping.
Making a car or an APP, which is more difficult?
After I originally downloaded the APP, received a sales call from the car brand, and indicated the identity of the media, most of the sales staff would say "then it will not bother you", only the ideal sales, will then ask me if I have the need to borrow a car, in two days they have a test drive activity, you can invite me to experience it.
I chatted with him along this topic about a lot of views on the APP, the most impressive thing to me is that he said that the APP does have a convenient job for them, a lot of the above introduction of the content and the real owner feedback greatly reduces their workload, the customer's questions can basically find the answer on the top, and the owner of his service will take the initiative to communicate with him about the problems seen on the APP, and will share his real car experience on the APP, he will also go to like the comments, come and go, always make a few friends.
I concluded: "Then this APP is not equivalent to a universal sales." He was stunned, smiled and said, "Yes, it's a sale." ”
The question in the title was actually asked casually by the end of the conversation with him, and I had a sudden idea. I thought he would be very firm in choosing to make a car, but I didn't expect him to ponder for a while and said: "Making cars is made for hundreds of thousands of users, and doing APP is also difficult to adjust, so it is difficult." ”
This is a very interesting answer, before this, in fact, few people realized, and the audience of the car, app users are also tens of thousands, many people will app as an accessory to the car, but when Weilai Car played the APP as a traffic entrance, feeding the line, the major car companies realized the value of the APP. In the face of the ultimate proposition of "how can APP attract users", the answer given by each car company is completely different.
Ideal will be the idea of making a car to do app, do a good car and do a good APP need a product positioning, the ideal clear and clear APP into a sales, but this sales, is composed of tens of thousands of ideal car owners, after all, there is no sales skill than you really bought this car more convincing, isn't it?