Great Wall Motors unintentionally inserted willow, from the WEY brand degenerated out of the tank 300 model, become the 2021 car market net red model, different from the traditional car 4S shop sales model, based on the app booking model from the tank 300 also began to popular, by the way fire the tank app community, the formation of a unique off-road car culture of the manufacturer app native content system, a large number of car owners or prospective owners in the app to produce UGC-based owner interactive content, in the connection of car owners at the same time, The app itself has also become a self-owned and powerful communication channel for manufacturers.
It is worth noting that although it evolved from the WEY brand to an independent brand, the popularity of Tank 300 did not drive the development of the parent brand, WEY, which was named after the surname of Wei Jianjun, the founder and chairman of Great Wall Motors, and once pinned the entire Great Wall Motors exploration in the field of luxury SUVs. Today, the WEY brand looks slightly inferior to the Geely Auto Lynk & Co brand in terms of sales and popularity.
Back to the main topic, what kind of thinking has the rise of the tank brand brought to other car companies, or is it possible for other competing car companies to learn from or even copy a similar Internet celebrity model? To answer this question, we must first answer why the Tank 300 can explode. As we all know, in the field of SUVs that really have off-road capabilities in China, in the price range of about 200,000, it was a blank before, and the tank 300 just filled the gap that met the conditions of both, which should be the biggest reason for the tank 300 to burst out. Whether it is the Haval H6 that Great Wall Motors dominated the car world before, Changan's CS75 combination, or the Japanese German CRV, Tuyue, etc., they are mainly based on the urban SUV function and do not have the real sense of off-road capabilities, and these models are all tank 300 competitive models from the price level.
To take a simple example, friends who are familiar with off-road know that non-load-bearing body is a typical feature of traditional off-road vehicles, while the above models are all load-bearing body. In addition, before the emergence of tanks, riders had to choose hardcore off-road models, often expensive Wranglers, Prado overbearings, etc., and the price instantly reached the level of 500,000. The above arguments show that about 200,000 have off-road capabilities, which is the key to the success of the tank. Of course, it is undeniable that the handsome shape of the tank 300, the exquisite interior and even the rich configuration that domestic brands have never lacked are incomparable to the traditional and rough interior and simple configuration of the Prado. It is also an important factor in the popularity of the tank 300.
Answering the traffic secret of tank 300 popularity, let's see if other competing car companies still have the opportunity to create popular models. The answer is yes. After two years of the impact of the epidemic, as well as the emergence of endless new car-making forces, such as the addition of cross-border bigwigs such as Xiaomi, Baidu, oppo, and even the gradual mainstream of sales with new car-making forces such as Weilai, Ideal, and Xiaopeng, the competition in the automotive industry has become extremely fierce at the end of 2021.
One of the successes of the Tank 300 is to target or create a blank market and quickly build a model with superior product power, not that everyone's eyes are only on the off-road SUV market. From this point of view, Wuling, which holds high the slogan of "what the people need, we will make", knows the way, and the Wuling Hongguang MINI EV, which has risen quickly this year, is such a product. With a very cost-effective price, a small and cute appearance, and a three-plate axe of cross-border marketing communication, Wuling Hongguang MINIEV quickly climbed the sales list, under the trend of electrification, in the range of more than 20,000 prices, Wuling Hongguang MINIEV did fill this gap. Of course, such cost control and sales prices also benefit from Wuling's long-term mature procurement system, high-efficiency factory manufacturing system, and cross-border marketing system out of the circle. Chery, which reacted quickly, quickly learned from the popularity of Wuling Hongguang MINIEV and launched the Chery QQ electric version that was once popular in the era of fuel vehicles, that is, Chery Ice Cream, which achieved good results in the pre-sale stage, which is bound to have an impact on Wuling Hongguang MINIEV.
Another success factor of the tank 300 is the rich configuration of the exterior design, interior design, and intelligent technology. At this point, independent car brands have learned a lot and have repeatedly tasted the sweetness, so I will not give examples. In 2021, car companies will be affected by the lack of chips brought about by production capacity and sales, and now it seems that 2022 may not be able to completely solve this problem. Under the influence of multiple unfavorable factors, only under the premise of innovation and team unity, can we find a better opportunity to create popular models, under the law of survival of the fittest, brands that do not have cost performance and low product strength are eliminated is also the norm of the automobile market, whether it is an independent brand or a joint venture brand. (Text/UVIS Auto Old Zeng)
Note: The picture comes from the network, the rights belong to the original author, thank you!