Looking at the data in July alone, Chery can be said to be in the off-season, continuing the "tradition" of the previous two years. However, in the first seven months of Raton, the sales volume of 296,5438+0,000 was actually getting worse year by year, so the official did not give the year-on-year data. The author calculated that the cumulative year-on-year decline rate was 22%-which also continued the "tradition" of the previous year.
Considering the epidemic situation, such a decline seems acceptable, but it is "unacceptable" for Chery. Why do you say that? Because as early as the beginning of the year, Chery boasted that it would hit millions of sales again in 2020 (and then take the initiative to drop to 900,000 vehicles)!
▲ Chery Holdings1-Cumulative sales trend in July for three years.
Chery, which failed to achieve its 30% sales target in the first seven months, is doomed to fail to realize its dream this year.
Three years later, I raised another million, but it hit a five-year low.
The last time Chery called a million dollars was at the beginning of 20 17. At that time, it had just achieved an annual sales volume of more than 700,000 in the previous year. However, in 20 17, the owner temporarily calmed Chery down, and the sales volume in that year also decreased slightly (680,000 vehicles).
In the next two years, Chery didn't mention one million. In 20 18, Chery adjusted its target to 900,000 vehicles, and only 752,000 vehicles were completed, which is the peak performance of Chery so far. Therefore, on 20 19, Chery did not announce the specific target figures at all.
Perhaps it is the success of 20 18 brand-new gateway brand (selling 2 10/0,000 vehicles in two years), the addition of 20 19 high-end brand Starway, the mass production and loading of a new generation of F4J 16 engines, and the substantial improvement of main sales models such as Tiggo 8. Chery seems to see the dawn of a million dreams. Therefore, although the sales volume of the group in 20 19 was only 745,000 vehicles, Chery confidently shouted the slogan of hitting one million again at the beginning of this year.
But the reality is cruel. Even if Chery's monthly data in July rose year-on-year, it can't hide the fact that it is drifting away from the target. Only 296,5438+0,000 vehicles were completed in the first seven months, unless the sales volume exceeded 654,380+0,400 vehicles every month in the remaining five months. The question is, can Chery achieve an average monthly sales volume of140,000+? You know, in the past two years, its average monthly sales volume has reached 60,000+.
▲ Sales trend of Chery Holdings in recent years, unit: 10,000 units? /? Source: Chery official
Even if the monthly sales volume of Chery will reach more than 70,000 vehicles in the next five months, it will only reach 640,000 vehicles in the whole year.
What is the level of sales of 640,000 to Chery itself? Looking back at the data of the past few years, it is slightly higher than that of 20 15 years, and has been at the bottom in the past five years-provided that Chery continues to maintain its high-light performance in the next five months.
Star Road is not easy to sell, which will give people "room"
What's the problem with Chery's million-fold dream?
Is it a lack of core competitiveness? Definitely not. Since the establishment of 1997, Chery has bought an engine production line and started to cooperate with AVL to develop its own engine. On this basis, Chery developed the second generation ACTECO turbocharged engine, such as E4T 15B engine (namely 1.5T engine) which has been heavily loaded.
The newly unveiled f4j 16——2065 438+08, that is, the engine with thermal efficiency of 37. 1.6 tgdi, is Chery's fist product in core technology. This engine won the title of "Top Ten Engines in China" last year, which is not only competitive among independent brands, but also in front of joint venture brands. Now it has been widely used in Chery, Jietu and Xingtu, which can be said to be one of its core selling points.
Is the channel not rich enough? Not exactly. According to the official data released by Chery in April this year, there are more than 65,438+0,500 dealers worldwide. This figure corresponds to the highest sales level of 750,000 vehicles so far. A store sells 500 vehicles annually, which is far from the reasonable operation scale of a 4S store. So the channels are actually not enough to eat.
Now that the technology and channels are set up, most of the remaining possibilities are in brand and marketing, which is true. The day before yesterday, I visited several 4S brand stores under Chery and found something.
For example, in the only Xingtu 4S store in the main city of Chongqing, as soon as the author entered the door, his sight was attracted by a lot of luxury cars, and there were parallel imported cars of Mercedes-Benz, BMW, Toyota and Nissan brands in the store!
According to the sales consultant, the owner of this store is engaged in both Star Road and parallel imported cars. The reason why they are sold together is to amortize the cost of the store. "Star Road is not easy to sell, and the monthly delivery volume is not as much as that of parallel imported cars," the sales consultant told the author. According to reports, this store can sell more than 20 parallel imported cars a month. As for the star road, everyone can make it up by themselves.
Moreover, the sales consultant also said that the boss intends to turn this store into a parallel imported car, and it is already being renovated. At this time, the author noticed that the second floor of the shop was decorated from time to time. Is Xingtu brand not for sale? In the face of the author's question, the sales consultant said that "it will move to other places".
Chery's high-end brand has become a supporting role in the sales terminal, making room for people. I wonder how Yin Tongyue will feel when he sees this scene.
But no matter what Yin Dong thinks, he has to face up to the reality that the monthly sales of this so-called "high-end brand" is only about 1000 vehicles.
The road to success, which has high hopes, is also dumb.
In fact, in my opinion, the problem of the star road boils down to four aspects:
First of all, Chery did not fully warm up before launching this brand, and its positioning was vague and consumers' cognition was not enough; Secondly, unlike Link, Starway doesn't have enough "stories" to tell consumers; Third, there is a lack of sufficient strength in the speed of terminal laying and the creation of storefront atmosphere; Fourth, there is a lack of gradient among the three brands of Chery, and the internal friction is serious.
These problems, I believe that Chery's core decision-making level can see. However, it is estimated that their biggest headache now is not the star journey, because the gateway brand, which sold well when it first debuted, is now dumb.
The highlight moment of Jietu is before 65438+ 10 this year. In the first year of listing, more than 40 thousand vehicles were sold in more than four months. Last year, it increased by nearly 654.38+million vehicles. The highest monthly sales record was 65,438+more than 20,000 vehicles in February last year.
However, since the outbreak, Jetway has been in a downturn, even in June, there were less than 5,000 vehicles. On the basis of the sales volume of 5438+10.2 million vehicles in June, Jetway only sold 34,000 vehicles in the first half of the year, down 36.7% year-on-year-this decline is more than twice that of Chery parent brand in the same period, and it is also higher than the passenger car market10.4 percentage points.
At the beginning of the year, Jietu brand set a sales target of 200,000 vehicles in 2020. Now, it seems quite difficult to finish half by the end of the year.
Such a decline, the market terminal is also unexpected. When the author visited the store, the young sales consultant said helplessly that his income was not bad last year. He had expected a good performance this year and paid a down payment for the house at the end of the year. Now that his income has fallen sharply, let alone his house, we have to wait and see whether he will change jobs at the end of the year.
With the collective downturn of Xingtu and Jietu, Chery almost returned to the state of walking on one leg.
Let's talk about it finally.
To tell the truth, Chery is quite confident and persistent in its own brand. In addition to its own core technology, its overseas market expansion is also worth learning from other brands-17 cumulative export breakthrough10.6 million vehicles. However, overseas is excellent, but the domestic base camp is declining, which is really incomprehensible.
Moreover, in addition to the practical difficulties such as the narrowing of the high-end road of Xingtu and the loss of the scenery of Jietu, Chery has to face a more serious problem after repeatedly hitting one million without results-that is, it has become a second-rate independent brand, and the gap with the first-line camps such as Geely, Chang' an and Great Wall cannot be narrowed, and there are increasing risks.
For Chery, the annual sales of one million vehicles always seems to be an invisible dream.
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