Editor-in-Chief | Zhang Kehuan
Edit | Zhang Li
Author | Off the space
Reports from The GreatAuto
Off-road vehicles this category, it can be said that many consumers have a deep understanding, but also a subdivision with enough historical background, even today's SUV boom has swept the entire car market today, there are still many consumers will be based on experience, the SUV is called "off-road vehicle", which is enough to see how brilliant its past in the domestic market.
But on the other hand, the serious hardcore off-road vehicle market continues to decline. Data show that in the past decade, the market share of hardcore off-road vehicles has shrunk by 90%, and the market share in the SUV category has dropped directly from 20% 10 years ago to 2%.
On the one hand, consumers still have a good feeling for the subdivision of hardcore off-road vehicles from the bottom of their hearts; on the other hand, the actual performance of the market is continuing to decline.
There must be a problem in it, and it is a problem that car companies have not paid attention to before.
If we carefully analyze the user groups in this segment, we can know the contradictions.
Compared with other sub-categories, the circle culture of the user group of hardcore off-road vehicles is the most prominent, and various personalized modifications and car play demand emerge in an endless stream; but because it is the spontaneous behavior of car owners and the lack of guidance from car companies, coupled with limited market power, which in turn leads to a concentrated tendency of consumers in this circle to buy a car - only specific models can accommodate enough car owners.
And because the old owners are concentrated, the modification and play circles are relatively mature, and more new consumers can only enter these two models; even if these models cannot meet all their consumption demands.
This is a vicious circle of negative feedback, which directly leads to the continued sluggishness of the hardcore off-road vehicle market.
It was not until the arrival of the tank brand Tank 300 that this trend was completely reversed. Since its listing has been more than a year, looking back at its performance in the past year, it not only insists on opening a new choice of hardcore off-road market with the marketing style created with users, but also opens up a new subdivision of intelligent luxury off-road vehicles through the era of models, which can be said to be a new era of hardcore off-road by its own efforts.
Opinion: User co-creation + tide play crossover, tank 300 makes the hardcore off-road market "backwater" become "living water"
An important reason for the increasingly dead water of the hardcore off-road vehicle market lies in the contradiction between the car culture and market policies, whether consumers need to go through the Gobi shuttle or urban business transportation when purchasing a hardcore off-road vehicle, they often need to make personalized changes on the basis of the original car.
But "personalized modification" has always been a sensitive "gray presence" in China. Even if one or two cars have a mature and reliable large-scale modification program, but not the original factory filing, there is a possibility of being punished on the road; this directly leads to the fear of many consumers, and then give up the purchase of hardcore off-road models.
The Tank 300 is aiming at this pain point, and at the beginning of its listing, it clearly put forward the concept of "user co-creation", so that the back-end personalized modification brand directly cooperates with the front-end main engine factory, and after fully understanding the general direction of consumers' individual needs, it is directly put into mass production in the form of "original factory filing modified car".
As a practical product, such as the main urban luxury "Cyber Tank", off-road crossing of the "Wind Forest Iron Ride" are so coming, compared to the conventional version of the tank 300, they are "original car" identity, directly able to meet the personalized needs of more consumers.
The original ordinary version of the tank 300 can also provide users with enough personalized choices, from the city version to the off-road version, from the four-wheel drive to the tire to the auxiliary driving system, many things can be different, which fully meets the needs of consumers in this segment of the category market just need personalized expression.
In addition, the so-called "user co-creation" is not only "creating a car", but also "creating a new ecology".
At the beginning of the release of the brand model, Tank 300 had released the "Thousand People Co-creation Officer" recruitment activity, allowing more groups to participate in the co-creation, and jointly create all the elements needed for a new car, including the car, but also including the surrounding car ecology.
After the new car is launched, all consumers who participate in co-creation also enjoy exclusive co-creation rights. At the same time, it is precisely because of the existence of the co-creation plan that to this day, we can also find a variety of co-creation peripherals in the tank APP: cultural costumes, co-branded accessories lighters, and even officially certified remote control roof tents, sleeping bags and so on.
Once a collection of all market forces, but also need users to find one by one off-road vehicle play car elements, Tank 300 with a set of new system based on marketing, directly for the owners of the comprehensive; at the same time, owners can continue to participate in co-creation, and the effort into practical value.
This is the first important link in the success of tank 300 marketing, so that car owners can get enough convenience at the same time, there is a sense of participation and belonging; let users through the actual word of mouth, in the form of fission continue to extend the sense of trust in tank 300, this, before tank 300, the entire hardcore off-road vehicle market can be said to be unprecedented.
With ecology, there is naturally a cross-border foundation. But before the Tank 300, it was almost impossible to talk about cross-border SUV; in the eyes of many people, hardcore SUV was the standard male car, plus the wild image of "rough guy", that's all.
Tank 300 obviously doesn't think so, and from the first day of its pre-sale, they began to actively "do things".
On November 20, 2020, at the Guangzhou Auto Show, everyone knew that the Tank 300 would open pre-sale, everyone was waiting for this "hardcore" new car, and even many male consumers had studied the parameters and mechanical properties of various trailers in advance.
However, Tank 300 chose a "most cross-border" conference, pioneering the first women's special field in the field of hardcore off-road vehicles, and the scene was directly assisted by the popular goddess Yuan Shanshan and the sports goddess Zhang Weili.
Hindsight proved that this wave of marketing operations can be described as unprecedented success, its hardcore product power can still attract many male fans to place orders, and the pioneering creation of women's special sessions is directly for hardcore off-road vehicles to open up a new field. With its super high appearance and women's real appeal, the Tank 300 once became the most popular SUV model for women in this price range.
New categories, new consumer groups, a pool of backwater for hardcore off-road vehicles has been completely revived by tank 300.
In addition to the ecological marketing of the brand and the circle, the Tank 300 also linked the locomotive, trend and other circles in the following year, all of which formed a high emotional resonance with it.
Later, when the Tank 300 City Edition model was launched, the Tank brand also organized a relay activity called "Tide Journey" in 100 cities. By organizing car owners, potential consumers, media and other personnel to participate in photo contests, production factory visits, technology center exploration, long-distance multi-road test drives and other rich forms of activities, it not only enhances the interest of the model, shows the brand temperature, but also directly enhances the reputation of the product.
Successful marketing, together with the construction of the car ecology and circle culture, jointly forged the foundation of the tank 300 to open up new categories.
Write at the end:
For more than a year, the model has continued to sell well, the reputation has continued to explode, and the success of the Tank 300 has been fully recognized by all parties.
What makes us even happier is that the success of tank 300 also proves that marketing style, ecological circle layer, and the establishment of surrounding culture are all important links in the success of a car in addition to product power. Its experience has full reference significance for the entire Chinese independent brand and for more categories of models in the future, especially a series of logical and precisely positioned marketing methods, which are worth learning and reference for latecomers.
Of course, after the tank 300 successfully opened a new category, the tank brand will continue to have more categories of models, including the already listed tank 500, the future tank 400/700/800, etc., this large number of new categories of models born out of the hardcore off-road vehicles, will further promote the market share of hardcore off-road.
Even one day, we can even look forward to becoming the mainstream choice of the market again; and all this is possible.
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