To be a "Tan Ke Alliance" is to be an ecological trough for users and create an "ecological moat"

Recently, the user activity of tank brand "Let" was held in Zhuhai. At this conference, the tank brand released a brand-new user brand "Tank Life Tank Burning Life". With the official release of user brands, the construction of tank user ecology will be further improved, and it is believed that the operation of the relationship between tanks and users will also open a new chapter.

Before the official start of the event, Easy Car had the honor to interview Mr. Liu, CEO of tank brand, and had an in-depth exchange with Mr. Liu on the theme of this conference and the release and construction of brand-new user brands.

It is not difficult to see that the tank brand attaches great importance to the power of users and has always been user-centered and emphasized the importance of ecological construction. In an exclusive interview, he said, "When you really see the construction of ecological forces, you find that this is what you really look up to." This time, to build a brand-new user brand is also to organize tank owners scattered around the world through brands, so that the strength of tank owners can be truly targeted, and at the same time, it is hoped that users who recognize tank brands and tank models can really play together!

It can be seen from this user activity that tank owners are a group of car owners who really love to play and know how to play. They have distinct personalities and have that kind of "burning" energy. This is also a major reason why the user brand is named "Tank Life, Tank Life". A sentence of "Let''''' s tank" can make friends with a soul.

At the product level, the main models of tanks are still Tank 300 and Tank 500. Tank 300 has become a huge group, and tank 500 has also become a representative of luxury off-road vehicles in the market. At the moment of gradual electrification, tanks are actively embracing this era. Of course, the way he chose is not simply "changing oil to electricity", but by solving the pain points of users and combining the use scenarios of off-road vehicles for demonstration and development, so as to find the best combination point of oil and electricity.

Q: Mr. Liu, what is the original intention of our alliance user conference? Why did you have this meeting? Can you tell me in advance? For example, what kind of big moves will there be at night, or let market consumers perceive what the tank brand wants to convey?

Liu (CEO of Tank Brand): Let's talk about the things behind it first. We are actually doing the user ecology of Tan Ke Alliance. It turns out that our brand has a saying "not only off-road, but also cars". Because the cross-country category is the brand that has the most opportunities and can give users a good job. For ecology, when we were at the Chengdu Auto Show last year, we made a big layout, even bigger than this. In fact, we wanted to do this last year.

As for why? We also want to build the tank brand into a market "moat" besides products, whether facing the market, the industry or the users, because when you really see the ecological power of building, you find that this is what you really look forward to. From the overall pattern, from the brand planning and brand overall level, the value of the whole society and the ecology of society are who plays with you. This is something we especially want to show through the platform. When your potential energy reaches a certain level, it will do it for you for free, because your base is large.

There are many examples, such as those videos that Yao Weiqiang sent in the desert. When he got a tank, he changed it. Now it's all tanks, and it's not how we operate it, or the position of the tank in the market determines its action.

In 2022, our share in the off-road vehicle market is close to 60%, that is, two of the three cars are tanks. If you don't be a tank, who will he be? He will develop a set of front and rear bars and then develop some modified parts, which must be done according to 70% of the market. So the real user operation and ecology, we understand that we have solved their problems for this ecological stakeholder, in other words, this is a win-win situation.

So this time we choose this place, and then Tan Ke Alliance, this platform will definitely be a big IP. Everyone is saying that as long as you find me a place, I will pay for it myself, as long as you give me a place. Let's do these activities. In fact, these activities are not dominated by the Great Wall in the future, and ecology is the social content. ?

Q: Mr. Liu, just now you also said that we have established a good driving foundation. For example, after the launch of some brands, many driving training schools have actually been built. There should be three or four official statements. Then, if you buy this car, you can take this course, which is basically 1.5 days and drive 50 miles for professional training. Will tanks run such official training schools by themselves in the future?

Liu (CEO of Tank Brand): Yes, last year. We are now engaged in desert, ice and snow, mountain climbing and photography. Two are off-road scenes, professional skills, and two are interest circles, which will gradually split. Now we have made nine circles in the core circle and found four deans, one in the desert and the other in the ice and snow. Now we use Leica College in China for photography. The dean who climbed the mountain with Kellogg is a foreign friend, and his leg is uncomfortable and he has a prosthetic leg. He is also an influential climber.

We have started a round of free online courses, but we will also do a batch of Alashan this year, because we did two or three batches last year. Now sand washing is suitable for all ages, and the risk of sand washing is relatively controllable, because sand dunes are high and low.

"Tiehan tenderness" is actually different from other brands from the dimension of tanks.

I must be full of off-road performance, but at the same time I have to take into account other people's experience, so my overall vehicle adjustment will not be so hard, except for performance cars, and of course I will not be so uncomfortable. Now there, the people we came here today filmed for a day yesterday, and the spread was 30 million. Many of them went to Sichuan, Tibet, Yunnan and Tibet on the way to take a picture. A total of 12 cars are all 300 tanks or 500 tanks, so now it is basically possible for everyone to recognize this concept.

Moreover, many brands have no "tenderness" together, and playing is just playing. They must be the nth car. Many tanks are the first car, and the second car accounts for more than half, but they can commute. That car is hard to commute.

Q: What kind of thinking do we have in marketing planning in the future? For example, because we may have a good user ecosystem now, it goes without saying that we play by ourselves, and there are great opportunities for users. I feel that at the marketing level, or in terms of volume, it may not be that big. Tank users can play by themselves and do marketing by themselves. Will these attributes or labels be strengthened in volume in the future?

Let me give you an example. Sometimes, brands are needed. For example, BMW will take X3 ice and snow tour, choose some very high-quality routes or very good routes, and the official will take a trip to the media first, or how to make it advanced. After the trip, it will attract users to promote it as a benchmark line belonging to tanks, or entrust it to dealers or something. For example, tank users can sign up.

Liu (CEO of Tank Brand): Well, I especially want to talk about why the volume is like this now. Last year, we planned a lot of content, and most of the large ones were basically cancelled for some reasons.

From a global perspective this year, because this year we will have brands and products listed in the Middle East, Saudi Arabia, United Arab Emirates, Australia and Russia, logically speaking, we regard this brand as a global chess game.

Our users like playing very much. At present, our most tank 300 has run 1.7 million kilometers. We have one of the most ruthless partners in the background. He works 2300 kilometers every day and runs for 22 hours. Seven days after the National Day, he has worked more than 8,000 kilometers. He really loves to play, just wants to experience something.

Therefore, there are many users of this great god class, and almost all of them have run away. Therefore, we will open China-Bangkok and China-Thailand routes this year, because we are listed in Thailand and ASEAN, China-Middle East, China-Germany, including Australia. We all hope to screen users in the APP, in the tank regiment and in the user operation, and screen users to participate in different places through some rules and systems. The official will make some excellent routes, and in this process, users from different regions will be invited to experience and exchange, so as to truly make it a global Tan Ke alliance.

There is a lot of information this year, which has just been listed there, and will bring overseas users to the "Silk Road" in China, including these experiences in western Sichuan. Because China did Xinjiang last year, it did "above the snow line". We also want to make this a series of "Iron Man Meets an Extraordinary Life with Tender Feelings" this year. At the end of this month, there should be an experience of Tank 500 in western Sichuan, both users and the media, and this will also be launched.

Including from the client side, we now have many users who specialize in making tank road books. Now we have collected 17 1 routes. There are 60-70 fine products in this APP, which can be used by dealers and folk teams. At first, we thought bigger. The homestays and post stations on these routes can actually land, but these involve interests and services, including some accommodation provided. We may not have so much energy to ensure these things, so those things are still done in the direction of society.

Q: Can you tell us more about the plan of this global alliance?

Liu (CEO of Tank Brand): The global alliance is made by tanks, because when I first started talking about alliances with customers, I was thinking about the alliance with rescue, because tank rescue at least moved me. Whenever there is a problem, I go out, ask for leave and take the rescue team, because I felt that the whole world was actually a family. Our tank men, in Qinghai-Tibet and Sichuan-Tibet, pulled heavy trucks out of the ditch together. Some of these videos are actually free. First of all, they are free.

Because there are many people on that road, it means how much money I have to pull for you to make a living. Tanks are free. If you don't pull those cart drivers out for him, it's really nobody's business. That thing will lose its wealth. If it pulls a load of goods and the car is destroyed there, then the cart is destroyed, and then a trailer is called from the mainland, which costs tens of thousands. After the rescue, we all chased after it with all kinds of food and water. We don't lack this thing. Pure rescue still has a good reputation.

Therefore, from the perspective of rescue, no matter where the world goes, everyone in the tank team is "no brothers and no cross-country". Let's give it a hand. When you really get outside, it's not that the tank doesn't exist. Tanks look at Toyota and jeep, and everyone involved will pull the same.

Q: Just now, you talked about a very good concept. The owner activity we do is to define it as a moat. In fact, the brand of tank has a unique phenomenon in the current market, which has strong product and operational competitiveness. There are a few minor problems.

First, what kind of magnitude or range the number of circles currently affected by tanks has reached, including the number of our own tank owners and the number of apps, including the number of alliances, and the number of expansion through different industries actually depends on how wide this moat is.

Second, the huge success of tanks in the market has also attracted many friends to follow. Just now I mentioned that many competitors are international fuel competitors. Since the second half of last year, some new energy off-road vehicles have appeared. What opportunities do you think they have to do something?

Liu (CEO of Tank Brand): From the order of magnitude, from the direct and indirect dimensions, our tank regiment currently covers less than 70,000 people, and we have sold more than 200,000. About 40,000 to 50,000 people belong to non-tank regiments, but the official has not reached the scale of establishing official clubs and is still raising them. There are many different county-level cities. Part of it is that he has some local comprehensive places to play.

Indirectly, there are currently 2.3 million registered tank apps, which may be quite large.

As for competing products, I think entering this circle should be able to mature this market together. If there is competition, its driving force will be stronger. This is the first one.

Second, after the tank 300 went on the market, the tank 300 sold well, with 10,000 units in January, and the Beijing off-road series also sold to 2,500 units from 1500 in January, that is, it was pulled, and the whole was pulled.

In fact, I didn't say that I took his road and left him with no way out. I think tanks are either oil tankers or oil tankers now. The whole 3.0T twin-turbo power we are talking about is only required by off-road products. This is the last stubbornness of the SUV.

Frankly speaking, the appeal of real off-road scenes can't keep up with pure electricity in a short time, and the problem with pure electricity is, what will your electricity be used for after it is not made and weighs a certain amount? In fact, the logic of all new energy trams does not hold true on off-road vehicles, and the requirements for resistance are low, and the narrow tires also require rolling resistance. The pattern of off-road vehicles can't wait to be made like tractors, so it does not hold true.

It's quite heavy to make such a big car. You can't do those things without the strength of beams and wheels. When your strength is adjusted, the battery will be bigger. The bigger the battery, the heavier it will be and the less it can slip. Then, the bigger the tire, the battery just reached more than 200 kilowatts, 260 kilowatts or 70 kilowatts.

From a practical point of view, we think that according to the off-road scene, the current technical route includes the P2 technical route we are doing now. We are now using 137kWh, 108km endurance, mainly to solve the high fuel consumption of stop-and-go in urban areas. When I solve this problem, I really don't need oil to cruise. Everyone wants to be lighter. I put all the batteries on the floor of the car, regardless of the off-road bumps of the original factory. You always go up and put them here. If there are all batteries under it, no one dares to move. It's not about getting out of trouble, it's about not smoking.

It is defined by working conditions and scenarios, so after we put these batteries here, we will use the high-power strategy. As long as it detects your speed, it must be done by putting oil and electricity in the best economic zone, because this is a car-mounted machine, and this intelligence can be connected with map positioning. Look at this piece. Now the car says it doesn't have enough oil or energy. You must find the charging pile in advance, find the gas station in advance and go there.

Intelligent calibration like this. In this case, the line of replenishing 50%SOC oil can ensure me to overtake uphill. When I want to work, my electricity will make me work hard. It is not difficult to make up for power consumption when going downhill and cruising at a constant speed.

We can make it in a relatively balanced place. If the weight is longer, it will rise again. If it is shorter, people will think that you are 50-60 kilometers away and I can't drive. If you go out and turn on other appliances, or it is cold, 20-30 kilometers is useless. We found such a very practical technical route suitable for the site. We think we can make it bigger and lift the motor. After lifting the motor, it will still be involved, so it is difficult to change the output characteristics of the motor with software. The motor starts in a few milliseconds. When you need to go out, you either go up or slip. When you want to step on the accelerator to the end, start scraping sand in circles and dig deeper and deeper.

Q: Mr. Liu, let's go back to the user brand and help us sum up three questions.

First, based on what reason to build such a new user brand?

Second, how to interpret "Tank Life, Tank Life" from your perspective?

Third, what are the visions and landing measures in the future?

Liu (CEO of Tank Brand): I think what the brand is based on, because this user group is really distinctive. In fact, users need to have a banner, guide users under the banner, have a development direction, or assume social responsibility and the whole direction from the brand dimension.

Just now, it was mentioned that "tanks kill tanks and kill them". Why kill them? First of all, it comes from the characteristics of the user, who loves life. This burning energy contains the logic of the user's enthusiasm for helping others. This quality is dazzling, which is the first.

Second, people actually have feelings, but when I get into my car, I still have my pursuits and ideas, and this emotion needs these metaphysical brand spirits to drive. This is my understanding of these things.

Through interviews, we can see that tanks are really influencing the surroundings and times in a "tank" way. Whether it is the release of user brands or the operation of users and products in the future, tank brands will put the establishment of a complete ecology in the first place and really get in touch with user brands.