The successful password of the tank! Promote * * * to create a model, establish a user brand, and carry * * * through to the end.

In two years, 200,000 vehicles and 50% market share, behind the achievements of tank brands today, it is actually the two-way rush of brands and users.

In the traditional automobile business model, apart from the after-sales problem of maintenance, once the car goes out, it basically declares the end of the relationship between car companies and consumers. However, for brands that have just been independent for two years, selling cars is only the beginning of the relationship between them.

For example, at the beginning of the release of Tank 300, Tanks invited users from different groups to deeply participate in product design and development. Last year, they brought * * * model tank 300 fighters 02 and tank 300 cyber knights, which were sold out immediately after listing. For another example, after several user activities, the tank 500 PHEV, which was unveiled last year, resolutely launched the long-life version of the tank 500 PHEV with pure battery life 100km, which was well received.

For this reason, many successful cases of users in the past have also given tanks further confidence and confidence. On March 1 1, Tanks held the first brand user conference in Zhuhai, which was the largest user celebration since the establishment of Tanks, and also marked a new chapter of * * * playing, * * creating and * * enjoying between Tanks and users.

With the "user * * * innovation" becoming a hot word in the automobile circle in the past two years, the professor has also participated in the * * * innovation activities of many brands, but it is the first time for a traditional automobile company to meet such a user conference with high user participation.

Different from those brands that only invite users to tell stories about car purchases, Tanks gave users a high degree of freedom in this * * * creative activity. They played the role of masters, completed the planning of user conferences, and even participated in hosting and performing.

Among them, the most attractive thing for professors is the modified car. Tanks built a transformation town with an area of 6700㎡. The purpose is not to sell cars, but a stage specially prepared for users to modify cars.

Because most of the cars on the scene came from users, they did not hesitate to let their cars join the mini-refit show, and even spontaneously formed a fleet of 40 cars to patrol the event venue, and the tank models of the fleet were personalized, which reflected that "no tank is the same".

In addition, the modified town has settled in 32 modified brands, all of which are recommended by users. With professional modification introduction and real modification feedback, "off-road white" and "modified white" can also avoid the pain of unsafe and illegal self-modification.

This is probably the purpose of tanks to build modified towns. Strolling through it, watching professional refitting brands introduce users and exchange refitting experience with users, the professor can't help but sigh: Wow, it's so happy to be a tank owner.

It is true that users are the core of this conference. Tanks are more like a platform for users to get together, while modified cars link users and brands well.

That night, it was even more lively. In addition to the speech by Liu, CEO of tank brand, other projects such as hosting, singing and story sharing are contracted by users.

"One person can run very fast, but a group of people can run further", "Gathering is a fire, scattering is a sky full of stars" and other golden sentences frequently appear in users' mouths.

What impressed the professor most was a good thing sharing officer. He actually bought more than 470 tanks from relatives and friends in Amway, and his two-year turnover exceeded 654.38 billion yuan, which is astronomical for professional sales, not to mention users.

Good people are also kind. Tanks' concern and understanding of users naturally get positive feedback, and users also join the development of brand creation with stronger initiative, helping each other to go further.

After this brand user conference, the tank brand "rigid and unbounded, undefined" has a deeper interpretation, the relationship between tanks and users has warmed up again, and users * * * have been engraved into the tank brand gene.

To this end, the tank also announced a very important decision this time, that is, to release the long-brewing user brand-tank life tank? Burning life.

It has been brewing for a long time, because at the Guangzhou Auto Show not long ago, Tank just released the platform * * *(Tank Life * * * *, which has now become a user brand, which means that the tank should raise the user operation to the brand level, which seems to be the first in the industry.

Moreover, the tank did not officially release the user brand until today, but the things with the users have been done by the tank since the brand was established. For example, * * * created the model of Tank 300 Warrior 02 and Cyber Knight, Tank 300 Women's Club and Tank APP.

After the user brand is released, Tanks will create more emotional value for users from three modules: product, channel and service on the basis of user innovation.

The first is "Tank 300? Scheme 5. "After hearing a lot of voices about the high-performance version of Tank 300, the tank decided to carry a 3.0T twin-turbocharged V6 engine on the basis of the limited edition of Tank 300.

At the same time, this plan is an official crowdfunding plan. Participate in crowdfunding and become a product partner. As the name implies, users will be more deeply involved in the creation of * * *, and they will get five rights and interests, which has become another link with users' emotions.

The second is to build a "tank brand experience base" and open up online and offline barriers. Tanks will invite seed users to experience, listen to user feedback, and make the new car more in line with user expectations. Moreover, the right to use this base will be open to all tank users, and users can apply for various party activities.

Finally, there are three IPS that everyone is already familiar with: Tank Academy, Light the Earth Project, and Tank Good Things. In order to make the relationship between users and users, brands and users closer, during this year's Alashan Heroes' Meeting, Tanks will open 20 offline courses of Desert College; In the tank APP, start the road book selection activity; Invite trend artists and designers, as well as tank people, to create products that can be played and dried.

It is true that the brand cohesion of tanks is precisely because users can get a sense of value and participation from it.

Tank users are linked by a car, but not just by a car. Everyone has many desires, and tanks are working with users to create a "desirable" lifestyle.

In the current automobile market, it is not difficult to find that all brands have the consciousness of "user-centered", but only a few can achieve good results, and even fewer brands with appeal like tanks.

At present, the tank has accumulated more than 200,000 user groups, 66 city clubs, covering 280+ provinces and cities, and 65,438+10,000+club activities throughout the year. It is estimated that 30 overseas clubs will be established this year, covering Southeast Asia, the Middle East, Australia, Russia and other regions.

It can be seen that the timely release of TANK LIFE tank life user brand will fully learn from the three major sectors of products, channels and services, realize the deep interaction in nine major areas, such as personality upgrading, camping, mountaineering and photography, form a global ecological platform, establish more connection methods for users, accommodate more diverse cultures and provide a more extreme brand experience.

In other words, the tank is connecting users, brands, culture and ecology into a complete closed loop with products as a link. This will be the core competitiveness of the tank brand in the future, and it will also become the core moat under the trend of electrification.

Because, for many users, what is lacking is not flowers and applause, but a group of like-minded partners to play together, a big family who knows what you know and loves what you love.

What tank life tank life should do is to link users and car life in all directions, create, play and enjoy with users, and make ordinary car life extraordinary.

Don't ignore every user's dream, and create a "desirable" lifestyle with users. This is the constant pursuit of tanks and the long-term confession of tanks to users.

Just two years after the brand was established, two new tanks exploded, and users received rave reviews. Behind this is the precision and strength of the tank in product positioning and building, but more importantly, the new thinking and new model in the new automobile era.

At present, the automobile industry has shifted from the seller's market to the buyer's market. Tanks are obviously of textbook significance for listening to consumers' needs and understanding their behavior habits and preference trends. The holding of this user conference and the release of TANK LIFE Tank Life user brand can be regarded as the ultimate embodiment of a "user creation".

Because, in a relationship, the most beautiful look is two-way.

This article is from Professor Hao, the author of Good Che Yi, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.