But if a company or a product can't even shout a decent slogan, it means it has no idea. No idea means no vision. No vision, no core competitiveness means no future. Ring by ring.
165438+ 10/0/,Geely? The listing price of Xingrui is 65,438+065,438+0.37-65,438+049 in 700 yuan, and the slogan is: China car subversive.
What do you mean by that?
Most people outside the automobile industry may not understand Geely's slogan. Most of them may think that Geely has always been good at shouting slogans, but this time it's just the same old tune and shouting slogans.
Ordinary people will think: Why are the subversives of China sedan not high-end brands in China, such as Guanzhi, Xingtu, Ke Ling, Hongqi, Weilai, WEY, Lan Tu and L? And it has a lot to do with the low-end brand Geely?
I'm afraid only people in the automobile industry can answer this question.
First of all, we can take a look at the "subversive family cars in China" in the past five years.
According to the data of the Federation, in 20 16, there was only one domestic car among the top ten domestic cars, ranking at 10. This car is Emgrand EC7. It happens that this is also Geely's car, but it is definitely not a coincidence.
In 20 17, there was still only one person fighting in the top ten list of domestic cars, or Emgrand EC7, and this time it was the ninth. The second player from China dropped out of the top 20. Sorry, it's still Geely, 2 1, with a long-term vision.
20 18, or emgrand, ninth; In 20 19, emgrand also failed, falling out of the top ten, ranking 1 1. From June 5438 to September this year, Emgrand's cumulative sales ranking rose, ranking eighth.
The phenomenon that foreigners beat China people in the automobile field has not changed since the appearance of China automobile industry, let alone subversion. Even Geely's Emgrand barely made it into the top ten.
Also, even the Emgrand, what is the label left for Chinese people? Configuration! Configuration! Configuration!
Right? Ten years ago, Bian Xiao accidentally went to Geely's 4S shop. First, it has produced a serious sense of urban-rural integration; Second, when you see the poster of Emgrand, it is full of configuration and will clearly write the supplier. This impression still lingers. This also roughly reflects the development status of independent brands in China in recent years: the configuration is definitely higher than that of joint venture vehicles, and the performance is often superior and the price is still low.
It is precisely because of its high cost performance that as of this year1October 20th 10, the cumulative sales of Emgrand has exceeded 3 million, which is almost the highest cumulative sales model of domestic cars.
Other models with cumulative sales exceeding one million vehicles include FAW Li Xia (N Series), Chery QQ, BYD F3, Chery Tiggo 3, Haval H6 and Wuling Hong Guang (actually joint venture vehicles, Sales GM). What do you think of when you see this list?
The soul of a car is the label they leave for people.
FAW Li Xia, from Toyota Dafa, stopped eating hundreds of years ago; Chery QQ, copying Daewoo Matiz and Spark? After selling well for several years, it gradually disappeared; BYD F3, Mitsubishi Engine+Corolla Imitator? It is still on sale, but few people know who it is; Haval H6, CRV imitator? So far, the only domestically produced car with strong sales volume is only an SUV, and probably no one will associate this car with technology and research and development; Wuling Hong Guang is really a God car, but is it like Wuling Hong Guang Mini now? The same is true of EV, although the sales volume is the same as that of Tesla model? Even, but the gap between them is like an insurmountable gap.
Generally speaking, these cars sell well, but no one will associate them with technology. In other words, these "best-selling cars in China" actually have no core competitiveness. Therefore, when they are in their heyday, it is not surprising that they are rapidly declining.
On the contrary, some world-famous brands, such as Volkswagen, Toyota, Honda and so on. , often can make a car ninth generation, tenth generation, or even longer, such as Corolla, sagitar, Civic and so on. Behind these two differences is undoubtedly the difference in core technology.
Then, who is Geely Emgrand, which has sold 3 million vehicles in just over ten years? Configure the stacker! This is probably its real label. No one will think it is enduring because of its unique engine technology or chassis adjustment.
In fact, each of the above cars represents an era.
For example, FAW Li Xia was assembled and produced by CKD (Component Assembly). At that time, the CKD production mode was the main energy of China automobile industry.
In QQ, F3 and H6, imitation and plagiarism became the main theme. And in that era, most domestic cars did this, propping up an era.
Here at Emgrand, "stacking configuration" has become a symbol of another era. Due to the natural scale advantage of domestic cars, domestic brands can constantly put pressure on parts suppliers to supply parts to domestic cars at good prices and better quality.
Coupled with the faster response ability of domestic brands, there will often be a cheap domestic car, but the configuration is much better than the joint venture car and imported car of the same category. Now, this era continues. Therefore, the important label of Emgrand's success is probably something like "configuration+cost performance".
Long before Geely Xingrui, a China company also wanted to change the situation that domestic brands in China were stopped. In 2007, a new company, Chery Quantum, was established, and a new brand, Qoros, was launched on 201,and a new car, Qoros 3, was launched on 201. Like Xingrui, this is an A-class car, and the price is as high as11.99-167900 yuan. Guanzhi 3 is smaller than Xingrui, but the price is much higher.
Guanzhi was also ambitious at that time. Its goal is not to be a high-end brand, but to be a better domestic car, to benchmark with joint venture brands and to raise its own brand to a higher level. This is different from later Ke Ling, Wei Yan and the map. At that time, the goal of Qoros 3 was the constant victory of the public. Unfortunately, Guanzhi didn't succeed in the end.
Then the problem is coming. Can Xingrui succeed? This depends on several aspects.
Look at the brand first. Geely brand is actually a low-end brand, from Lectra to Volvo. Under the Geely brand, no A-class car has ever reached such a high positioning and price of Xingrui. So can this brand support this car? If it is placed in the 20 1 1 year when the Qoros brand is released, I am afraid it will be difficult.
But now, a number of domestic high-end brands, such as Lexus, WEY, Weilai and so on. , completed the "high-end education" of China automobile brand to China consumers, so Geely brand had a better chance to make higher-end products than Qoros 3 in those years.
Second, look at the product. In terms of size, the Star Sharp has a wheelbase of 2800mm and a body of 4785mm, which is obviously larger and longer than most joint venture A-class models such as Sagitar, Lang Wei and Corolla, so it is more like A+ class models. This is obviously different from the body size tactics of Qoros 3, such as hard work, sagitar and Cruze.
Therefore, in terms of product positioning, Xingrui adopts the strategy of dislocation competition and "quantity increases but price does not rise". It may have a higher probability of success.
Third, look at technology. Xingrui comes from CMA platform, which is a vehicle platform jointly developed by Geely and Volvo. This platform is led by Volvo and Geely participates. From this point of view, even from the CMA platform, it is still difficult to change the image characteristics of domestic brands lacking complete own technology. From this point of view, compared with the real "subversive" such as sagitar, corolla and civic, the gap between Xingrui and them is still huge.
Therefore, "dislocation competition"+"stacking configuration" is still the main theme of Xingrui. As for the stacking configuration, as can be seen from the listing poster of Xingrui, it still retains the practice that Emgrand can't wait to write all the configurations.
Whether it is misplaced competition or stacked configuration, its core is still "cost performance", which means that the premium ability of Geely brand is still not strong. After learning this information, Bian Xiao was a little heartbroken.
For example, the reverse side, for example, the Honda Civic now listed is also an A-class car, and the new Civic even sells cars at a higher price. This shows that the premium ability of Honda brand is very strong.
Of course, not everything is a disadvantage. The overall upward trend of China brand is unstoppable. From Dihao to Xingrui, and then to the real Chinese sedan chair subversive in the future, it will definitely appear at the right time. From this point of view, Xingrui has a much greater chance than its predecessors.
Secondly, with the extremely high level of intelligence displayed by Xingrui at present and the successful experience of Geely Automobile in trading Emgrand, from the actual sales, Xingrui is likely to be the "subversive of China cars".
This means that in the next few years, Xingrui will probably surpass LaVida, Sylphy, Corolla and other models and become the top five domestic sales models.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.