Query the information of all users whose order price is greater than 300?

In a sense, at the price of 200,000 yuan, in addition to a strong sense of identity, the Tank 300 is expected to bring people the same car ownership experience as the Mercedes-Benz G: breaking the constraints of off-road vehicles and opening up a new kind of car ownership experience. Life.

Behind all this, Tank 300 must have captured something in the hearts of consumers. And these things will become the decisive factors affecting future automobile consumption decisions.

“The number of orders exceeded 10,000 within 20 days of pre-sale”, this is the pre-sale data of Tank 300 released by WEY’s official poster.

Although in 2020, almost every new car will announce a gratifying order number after opening pre-sales. However, the official selling price of the Tank 300 is exactly the same as the pre-sale price, which is beyond many people's expectations.

To a certain extent, pricing directly reflects the market's response to the product. The popularity of Tank 300 may have surprised WEY.

Temporarily turn the clock back to July. At the same time that Great Wall Motors officially announced the tank platform, the Tank 300 also made its debut, becoming the most attractive part of the grand technology brand launch conference. Page PPT. Spending huge sums of money to create a professional non-carrying "tank" platform, WEY's ambition is by no means limited to the traditional niche off-road market.

At the Chengdu International Auto Show at the end of the month, the Great Wall Motors booth was mobbed, igniting a long-lost enthusiasm in the automotive industry this year. There is no doubt that the focus of the onlookers is the Tank 300 in the center of the booth.

In the past two years, due to the lengthened marketing cycle, many new cars have had more exposure time and opportunities. However, through the popularity of marketing feedback, it is basically possible to judge the sales level of a new car in advance.

For example, BYD Han has attracted many hard-core straight men from the announcement of its drag coefficient to the release of blade batteries, to BYD’s senior executives interacting with users on Weibo. The car's continuously increasing sales and the overwhelming gender ratio of male and female car owners also verify the importance of targeted marketing.

The debut form of Tank 300 is varied. Just like the car's three-dimensional off-roading that can achieve 360°+ chassis perspective, WEY has also carried out three-dimensional marketing: sharing technical information on Zhihu, and fighting against the trolls with netizens; posting multiple topics on Weibo, using animations, The micro-movie format conveys the hard-core strength and fashionable attitude of the Tank 300; on Douyin, it competes with a group of off-road veterans, showing its super off-road capabilities; and offline, the Tank 300 has repeatedly appeared in various city business centers. , has become an existence suitable for all ages.

This series of operations became the catalyst for the "Tank 300 phenomenon."

According to on-site visits by relevant media, in Beijing, where you need to "win a prize" to buy a car, the Tank 300 has triggered enthusiasm for replacement purchases. One 4S store alone received more than 700 orders, and even test cars were bought. According to a salesperson at a 4S store in Chengdu, there are currently no current vehicles of the entire Tank 300 series. To purchase a car, you need to make a reservation, and for a test drive, you need to make an appointment in advance.

It is worth noting that the popular offline situation has not triggered the phenomenon of selling cars at increased prices. Because WEY adopts the online APP payment method and arranges the delivery of cars according to the order of booking, all customers are treated equally.

Compared with Mercedes-Benz G, Land Rover Defender, and Wrangler, on the surface, Tank 300 has gained wider attention at a more affordable price. From a deeper perspective, Tank 300 is expected to unlock the "gaming life" of Chinese young people.

"Off-road vehicles represent an ultimate lifestyle."

You can almost see similar expressions in any copywriting that promotes off-road products. But in fact, there are very few people who love adventure and challenge no man's land. In China, off-road vehicles are often only used on the 318 National Highway and are regarded as tool vehicles at the construction site.

The situation has changed in recent years. Some young people drive heavily modified "Bigfoot" versions of Wranglers and openly appear in the streets and alleys, turning boring streets full of family cars into their own "shows."

They are still ignorant about car culture, but from many Hollywood blockbusters, young people have experienced the "game life" of their European and American peers.

Since their youth, they have traveled together by car, attended dances and parties, worked as mechanical cowboys on the grasslands, and dragged kayaks to rafting holy places... Young people in Europe and America spend their youth wantonly and enjoy the "game life" . As the most frequently appeared fashion items, off-road vehicles represented by the Wrangler amplify this joy and become a clear footnote of youth.

From rigid demand to replacement purchase, the transformation of China’s automobile consumption era has fostered the budding automobile culture and allowed young people to re-examine automobile consumption needs. Like digital products and clothing, in their eyes, cars are losing their original meaning and becoming another object that carries character and emotion. And off-road vehicles, which are already unique, naturally bring together many strong emotions.

Responsibly speaking, in addition to hard-core off-road skills such as three locks, creep mode, and tank U-turn, the design of the Tank 300 is another core competitiveness.

In the current wave of homogeneous car design with streamlines, light and shadow as hot words, Tank 300 is the most unique existence. Unlike the Mercedes-Benz G and Wrangler, which emphasize rigidity, the intersection of the body lines of the Tank 300 is no longer sharp, but replaced by roundness.

This makes it no longer highly aggressive, but it does not hinder the hardcore atmosphere that the whole vehicle wants to convey.

The interior is both refined and technological, and provides excellent practicality and comfort. With the Tank 300 providing heated, ventilated, and ergonomically designed leather seats, it is highly likely that many young people will bid farewell to the "small bench" of traditional off-road vehicles.

This allows the Tank 300 to switch seamlessly between the wilderness and the city, just like a cocktail that combines spirits and soft drinks, meeting the tastes of most people.

WEY responded on Zhihu: "The original intention of building the Tank 300 is to provide consumers with life enjoyment on the basis of meeting the basic needs of consumers."

The Tank 300 can be a A qualified family car can also be a big toy, just like life. Although no one can accurately define life, everyone can define their own life through actions and thoughts.

For men, cars are like toys, satisfying their potential pursuit of speed and power. Driving an off-road vehicle in the city is like a boxing champion returning to daily life. Although he is no longer aggressive, his muscles are still clearly visible.

For women, buying a car is more like designing a car. They get rid of the traditional impression by giving themselves a unique label through a car with great character.

I don’t know where to start, but many women gave up MINI and Porsche and became drivers of off-road vehicles. But they rarely choose vehicles with a strong sense of utility such as Pajero and Prado. Instead, they prefer personalized off-road vehicles such as Mercedes-Benz G, Wrangler, and FJ Cruiser.

Regarding this phenomenon, one analysis believes that because women naturally need a sense of security, off-road vehicles have obvious advantages when competing with other vehicles for the right of road, thus amplifying the psychological sense of security of female drivers.

This analysis makes some sense, but it ignores the changes in women’s psychology caused by the changing times.

Judging from the current social environment, female independence has become a global trend. More and more women are holding important positions, demonstrating their wisdom and talents, and their achievements are no less than those of men. This infected many popular women and inspired them to be independent and enterprising.

Take today's young women as a group model. They grew up in the Internet era and there is no obvious ideological gap with their parents born in the 1970s. The relaxed growth environment and information society give them the ability to think independently and plan their own lives. Along with this, their ability to obtain rewards also increases.

From a female perspective, buying a house independently, or even living independently, is no longer an act that flaunts a sense of security, but an act that proves ability and attitude. Buying an off-road vehicle is a continuation of this idea.

It is different from the "neutral" behavior in traditional cognition. Nowadays, many female off-road vehicle owners no longer wear Rei Kawakubo or motorcycle boots. But like Zhao Liying and Liu Tao, they exude a strong sense of femininity.

In a sense, the tough Tank 300 is like a pair of armor, allowing women to brave this complicated world freely and fearlessly. But this does not prevent them from conveying their tenderness to their families without reservation in the car.

They want to use an off-road vehicle to label themselves as women of the new era: "I am not a rose with thorns, but I am definitely not a submissive persimmon."

Tank 300 from After exposure to the market, it turned its attention to women.

According to WEY official disclosure, the proportion of female users in pre-sale orders is as high as 30%; at the Guangzhou Auto Show, WEY held a unique "Queen's Special Press Conference" and invited outstanding women such as movie star Yuan Shanshan and MMA world champion Zhang Weili. The on-site platform showed the tough and delicate characters of Tank 300; and on the launch night, WEY even invited Bai Bing, who attracted countless attention in "Sister Lang", to serve as the honorary president of the "Tank 300 Women's Club".

This series of actions expanded the audience of Tank 300. What's more important is that the affordable price of Tank 300 allows the majority of women in the new era to easily own their own "armor".

Tank 300 is a product with special significance.

Independent brands have been developing for many years and have numerous popular products, but there are only a few products that leave a deep impression on people. The reason is that although cars are just industrialized products, they embody car companies' thinking about consumer needs and emotions.

In the past, the goal of independent products was to seize the market, so car companies focused on product strength and pricing to highlight competitive advantages, but ignored emotional expression.

Tank 300 points to the heart of consumers. This product can be regarded as WEY's thorough analysis of young people's consumer psychology, and it is a key to changing the inherent perception of off-road vehicles. Tank 300 will be a boy's toy and a girl's armor with multiple images, becoming a fashionable lifestyle item for Chinese young people.