Ms. Zhang Ailing, a famous female writer of youth pain literature, once left a famous quote that was used badly: "To be famous is to be famous early." Later generations of major marketing numbers and chicken soup texts have used this sentence to compare with Ms. Zhang's middle-aged sloppy deeds to advise young people not to be too anxious.
In fact, Ms. Zhang also explained in the second half of the sentence, "If you come too late, the happiness is not so painful." ”
Although I don't know if the young people who grew up watching Chicken Soup Wen adopted the good words, the Tank APP must have listened.
Because in early February, the monthly sales data of the previous month officially disclosed by Great Wall Motors had such a line of small characters.
"Millions of fans", this Lynk & Co APP used for 4 years, Xiaopeng APP is still working hard, tank APP only took 9 months to do.
Along with this, amazing community data such as "more than 250,000 high-quality content sharing" and "more than 2.44 million cumulative communications" were disclosed. There is no need to doubt the authenticity of these data, because when the tank APP was launched for only 4 months, the total number of users exceeded 400,000, and the average daily active life exceeded 80,000 people, and breaking one million was only the difference between 9 months and 9 months and one day for the tank APP.
And all because tanks do one thing: set the APP as the only way to place orders.
Everything is for orders
When I opened the app store, what surprised me the most was not the low rating of 4.0 and the number of 790 reviews, but the speed of "only" 1-2 version iterations per month of the Tank APP.
When many new brands have iterated on the unit of "week", just to meet the users' various fantastic new features, tank APP is like a superficial Buddhist college graduate, watching peers fall into the ocean of internal volumes, and actually got an offer with an annual salary of 50 W behind the scenes.
Screenshot of the version iteration: left tank APP, right extreme krypton APP
Opening the APP, what caught me a little off guard was that the Tank APP actually let me go directly to the main page.
There is no need to bind a mobile phone number, no identity information, or even any prompt to force login, and there are not too many browsing restrictions after entering the community, and you can browse the topics of the community completely as a tourist. The Tank APP doesn't have any desire to ask for personal information, which is the only one in the car company APP I've played.
What comes into view is the order information of tank 300 and tank 500.
Compared with the implicit new car-making forces who put "Valentine's Day activities" and "mall publicity" on the home page carousel, tanks are obviously more pragmatic, and the next link is directly placed in the two most eye-catching car-casting slots.
This pragmatism is also reflected in the top navigation and bottom navigation, the top directly takes the model as a small label name, which is convenient for users to click directly to place an order, and the core C position at the bottom is also reserved for the test drive and ordering of the two models.
There must be a reason why the Tank APP attaches so much importance to the "simplification of the ordering process", after all, if you want to choose a keyword for the tank brand in the past year, it must be "order".
Whether it was the announcement at the end of March last year that the order was stopped because of too many orders for the tank 300, or the scalper who held the tank 500 order in November was so rampant that it needed to be officially rectified, these two out-of-the-loop events were caused by orders, which also showed the hot sales of the two models.
According to the sales staff, in the tank APP, the order user row number of the tank 300 model has exceeded 250,000, and the current pick-up cycle of the light tank 300 can reach 7-8 months, and the shorter one is also 3-4 months.
The official has also been emphasizing that the tank APP is the only pre-sale channel, the price is completely transparent, all the products of the tank will be set on the APP, there will be no dealer price increase, and the brand has strict control over the dealer. In this regard, the sales also said that even if there are exhibition cars in the store, they need to place orders from the Internet and then pick up the cars in the order of the order number.
Screenshot of the official announcement section
But there are still users who want to go to the second-hand market to pick up leaks, and then they will be surprised to find that the second-hand tank 300 is more expensive than the new car, generally adding 20,000-30,000, and the popular model can be added to 50,000-70,000. Not to mention that the second-hand car with the increased price will also face the reality of various lack of rights and interests, resulting in the final having to return to the APP to obediently queue.
In addition to the "difficult to deliver" tank 300, the tank 500 that opened the pre-sale at the 2021 Guangzhou Auto Show did not let much go in terms of sales, and the tank 500 started the pre-sale within 20 minutes, and the order volume exceeded 13,000; of which the national limited 500 tank 500 Black Samurai version model was sold out in 20 minutes.
Behind every order is a user waiting to pick up the car, they form the "million users" of the tank APP, so the primary task of the tank APP is naturally to serve the anxious car owners. After all, according to the sales, if you order a minute late, you may pick up the car a week later.
Real men only shoot short videos
If you carefully read the previously mentioned tank APP version update chart, you will find that the tank APP has been continuously optimizing the video shooting function and short video experience from a very early age, and the short video of the "joy of picking up the car" is definitely the future trend, and the tank APP has taken the lead in doing this.
Since most of the tank users are men, you can see a group of big bosses in the Internet community are very rare, a group of big masters made, with a clear "straight male style" short video.
In stark contrast to the little sisters in Douyin watching cars, the short videos in the tank APP are often rough editing filters, simple shooting conditions, majestic sounds and hardcore content, including but not limited to: desert drift, off-road activities, climbing experience, testing the snow in Harbin can play a few turns of steering wheel... And the most direct title I've ever seen: Winter in Harbin, TankLand.
Have to sigh again, men's happiness is indeed very simple.
What makes me feel most innovative is the newly launched "column" function of the Tank APP, which according to the official, is the hundreds of talents they have accumulated in the outdoor, photography, modification and other circles through continuous recruitment and incubation of talents.
Among them, the Tank Road Book, the Tank Academy, the Tank Red Man Museum are the most famous, including tourist route recommendations, off-road guides, etc., its planning and itinerary of scenic spots, so that I like to travel but are too lazy to do the strategy of the White Party ecstatic, its degree of intention to apply the recent B station is very popular bullet screen is: he seems to really try to teach you to travel around China.
The Tank Academy and the Tank Red Man Museum are mostly known for their videos, which is also the trend of tank columns, which can be replaced by short videos, and never type more than one word, which can be described as "real men only shoot short videos".
Of course, the most commented below each video is the cry of the owner from the soul: "When can I mention the car?" And the scalper's soul tortured: "Have a ticket to cut?" ”
Write at the end
Many people say that hardcore off-road is a niche preference in China, but tanks use online madness and offline scalpers to illustrate: in China, there is no niche market, and even the small proportion is behind millions of users. On the contrary, such car owners do not have many choices on the market, coupled with unique preferences, it is easy to trust and bondage to the brand, so if they want to be famous, they must be early.
The phrase "be famous early" actually comes from the preface to a collection of novels by Zhang Ailing, "Legends", and I think the most interesting thing is the paragraph before this sentence:
"I've always thought of it this way: When my book is published, I'm going to go to every newsstand to see it, and I'm going to have my favorite blue-green cover open a little night blue window on the newsstand, where people can watch the moon and watch the bustle. I'm going to ask the newspaper sellers, pretending to be irrelevant: 'Is the sales okay?' —— Too expensive, so expensive, is there really anyone to buy? ’“
At this moment, just like at that moment, perhaps the scalper of the tank is also looking at the moon at a certain window, replying to see the lively customers: "Hey, you don't say, there are really people who buy, I don't believe you go to the APP to see, it is full of people." ”