The topic originated from a small communication meeting of the tank brand a few years ago, the tank official said that the next few new models will be benchmarked luxury brands or even achieve a higher premium, the original words are more luxurious some inconvenient to quote, after all, considering the scene, part of the description may only be half-joking state, but the tank's determination to continue to try "high-end" can be felt.
Since the words have come to this, let's talk about "high-end Chinese brands" again, which is not a new topic, but it is good to be able to talk about new insights every time.
· The good news is that the tank brand premium ability, the starting point is not low
It means selling the car to the rich, which the tank has done, perhaps as an unexpected result of inadvertent willow planting, or it may be perseverance and finally being favored by the goddess of luck.
Tank 300 once launched on the praise of the tide, but the real realization of its premium sales is due to the epidemic caused by the shortage of chips, and then sharply reduced production capacity; but where there is a tight supply and demand, there will be "traffickers" smelling over, there are people on the network to increase the price to transfer orders, dealers also want to take the opportunity to share a piece of the pie, and finally tank officials came out to the dealers to make penalties to cancel the agent qualifications, the whole thing because of this wave of "hype" heat is burning more and more.
BuyIng Chinese brands at a higher price, tanks achieving milestone goals, and there is no shortage of "rich people" who follow the rush to grab orders...
Relatives and colleagues around them are interested in a small batch of tank 300, of which the more outrageous plan to replace with Cayenne, is a small boss who raises a big car, the peer side in the Internet company (new media industry) or their own studio income is not low, anyway, there is a period of time Tank 300 is a high-frequency topic in the circle of friends (family), topic participants can come up with hundreds of thousands of car purchase budgets, in my opinion, the economic level is appropriately well-off.
Winning the favor of this part of the people is a good thing to consolidate and enhance the brand image and continue to promote the high-end process, and objectively speaking, the tank 300 successfully took root in the 250,000-300,000 range, and the starting point is very high; such a high starting point can become a hit, no wonder the tank brand is as quick as independent as the discovery of traffic codes, and quickly expand the product use scenario (from outdoor to outdoor + city) and the audience (the starting price of the tank 800 is estimated to reach 500,000+).
· Selling cars to people who will buy them, the car is not the key, the "people" are
The more you listen, the more you will feel that selling a car is trying to cut through the psychology of some people.
For example, tank 300, car owners have no shortage of wealth semi-free people with excellent economic conditions, user portraits are mainly middle-aged men, between the ages of 35 and 55, the income is good but know that it is not easy to make money, hard work for more than ten years or even half a lifetime want to reward themselves, but can not really resign to travel around the world, they buy not tank 300, but the heart wants to escape the hustle and bustle to embrace the outdoor emotional sustenance.
Can a Wrangler afford it? I can also afford it, but unfortunately the fun color is too strong, and I have to live a down-to-earth life; is the tank cheap? It's not cheap, but it's nothing wrong with using it as a reward for half a lifetime.
This generation of Wranglers has very low visibility on the road
Tank 300 This wave of "cut-in psychology" is perfect, or that sentence, I don't know if this is the brand side of the precise layout or unintentional willow.
The Chinese brand "cut to the heart" can also be an example, not a gas truck, but Weilai. Weilai is more common in the first-line purchase restriction city, many years ago the owner did not live in Beijing, after coming to Beijing has been limited to get the oil car indicators as difficult as the sky, their own income is good title is very dazzling, do not want to open Roewe BYD, Model 3 is a street car, Audi e-tron or Model X and a little bit of effort, then what to do, Weilai is a good answer, everyone who knows the goods know that this car is 400,000, which is enough.
"Cut to the heart" can achieve a premium, which is the only way for Chinese brands to promote the process of high-end, otherwise, how about real knives and real guns to fight BMW 3 Series / Audi A4L? Do you feel like you have a chance in front of the screen? If this car comes out with the plan to sell to everyone, then it is dangerous, it can't fight Toyota BMW; if it only targets a small part of the psychology and accurately positions, I think there may be a drama, and luck can sell the car to 300,000 or even more than 500,000.
I have to give a few counterexamples of positioning the public but good sales, BYD Han counts one, Trumpchi GS8 also barely counts as one, unfortunately these two prices are not expensive, the level of early 200,000 is not how great a contribution has been made to the high-end process of Chinese brands, the essence is still to compete for cost performance, people have no I someone has my excellent traditional ideas, the current performance is good but the upper limit is not high.
Selling the car to the people who will buy it, what part of the tank will buy the tank 500/tank 800 next? Whose psychology are these two works trying to cut?
· Thinking like a "rich man", with 500,000 (5 million) in my hand, I'm going to buy a car
Young people have strong patriotic feelings, and they don't have a mustard for the brand, but they don't have money (Mo Raise Bar, who doesn't have a few rich second generations around); successfully eat the development dividends of the times or the middle and high-level income of the enterprise is not cheap.
The upcoming tank 500 pre-price is 335,000 yuan, the second chinese brand fuel car after Lynk & Co 09 to try to sell the car to more than 300,000 Chinese brands; and then, the tank 800 positioning full-size SUV, the auto show to see the highly personalized four-seat version of the price is likely to exceed one million, even if the conventional version, conventional power specifications consider the 300/500 price, the threshold price will fluctuate around 500,000.
Let's start with the 300,000 this hurdle, Lynk & Co 09 sold a total of 1426 units in January this year, of which PHEV (duty-free) 1057 units, last December the car sales of 1938 units, decent; some people explain the low delivery volume as a capacity problem, it is very strange, if the real order is hot, should not concentrate resources on the highest premium ability, it is important to make money, and the flagship sells well to publicize PR, which can greatly enhance the brand power.
Speaking of which, the price system that Chinese brands can afford is relatively low, 100,000 budget to buy a car, the customer base can still be direct and efficient, more than a million budget to buy a car is also simple, clear demand for Buddhist selection, the range of options is not large, mainly 30--500,000 budget to buy a car This batch, looking forward and looking forward to the future, compared to the future, low afraid of no face, afraid of being dismissed after the age of 35 Years old, the income is reduced, and the idea of three changes a day is delayed in putting into action.
The aura of the shell XC90 did not make the Lynk & Co 09 a hit
Because these people know that money is a good thing, but also know that it is not easy to make money, think carefully about the problem, even if you really spend 500,000, you also hope that the money will be spent on the blade, easy to use, value preservation, and satisfaction of vanity; it just so happens that Chinese brands at these levels are not good at it, but where the emotional blessing is weakened or the "cut-in-the-heart psychology" is invalid, BBA is good, Lexus is good, they stand there, as long as the car is priced to more than 300,000, they have to face.
Tank 500 has no emotional blessing, nor can you see whose psychology is cut, such a conventional positioning has deviated from the spiritual core represented by the tank 300 at the beginning, it emphasizes that I am very large in size, I am very luxurious, I have a lot of configuration, I have a six-cylinder 3.0T power, in the final analysis, these are functional, functional Chinese brands are many, can meet the "poetry and far away" desire or commuting white-collar style is very few.
Tank 800 is the same reason, keeping the same price, the domestic Lincoln aviator also only needs 500,000 pieces (sales are very small), and then add tens of thousands of can touch the Land Rover discovery threshold, and then add a few million to buy Audi Q7, and then add some BMW X5 landing, the budget every time you increase the "functional upgrade" it is easy to encounter marginal benefits, users are more concerned about added value, even a simple first-glance feeling.
To sum up, the tank 500 / tank 800 customer portrait is as follows: rich, male, like large-size models, mild demand for off-road, do not care about the brand does not care about the retention rate, the use of scenes of the city as the main occasional family long-distance commuting needs ... I also said that I can't say well, maybe the only good thing is that the Japanese off-road vehicles are not allowed to sell.
More than 200,000 to buy a toy, very worthwhile; 500,000 to buy a big car, then you have to go to see Mercedes-Benz BMW, it is so realistic and casual.
· Say at the end
Referring to the previous Chinese brands that have contributed to the high-end process, they are basically taking a different path, and there are no successful cases of selling car accumulation functions to compete for cost performance. Tank 500 / Tank 800 is derived from the brand confidence laid by the previous tank 300 explosion, the logic seems to make sense, and if you think about it carefully, it is not the same group of people behind it.
Really talk about opportunities, jump out of the conventional price point to really sell the car to the Range Rover, Bentley that level may be able to attract traffic, for the main sales of products with goods. Just like the red flag L5, the price of a sky-high price anyway no one buys, the top rich want to collect a throw in the garage, just like they collect complex function independent watchmaking, attracted by a certain feature or simply out of social needs can place an order, this is called taste, millions of well, buy to play ...