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After more than two years of dismal sales in September, China automobile market finally ushered in "Golden September and Silver 10" again. The sales of several independent brand leaders have been taken care of by the media. Let's take a look at the performance of several independent high-end brands.
The most eye-catching performance is the new red flag. In the past two years, sales volume and brand appearance have been climbing all the way. In September, FAW Hongqi sold another 20,000 vehicles, and the sales volume of * * * was 2,654.38+0.05 million vehicles, an increase of 86% year-on-year. From June 5438 to September, the cumulative sales volume of FAW Hongqi exceeded130,000 vehicles, a year-on-year increase of 104%. It is not a big problem to reach the sales target of 200,000 this year.
If the outside world was skeptical about the rapid increase in sales of FAW Hongqi in the past two years, the overwhelming sales performance of FAW Hongqi this year has completely dispelled the doubts of the outside world. During the epidemic in the first half of the year, FAW Hongqi was able to maintain the monthly sales of more than 65,438+10,000, and soon after the epidemic, it broke through the monthly sales of 20,000 vehicles, surpassing some famous second-tier luxury car brands.
Since the birth of Hongqi brand, the dream of reviving Hongqi in FAW people's hearts and making Hongqi a banner of its own brand has finally met with a strong response after more than 60 years. This round of strong rise of FAW Hongqi benefits from the rapid launch of new products and the improvement of product lines, the rapid expansion of the network in an unfavorable industry environment, and the bold innovation in marketing. Joining hands with Li Ning, Forbidden City, Huawei, J-20 and other things that Chinese people are proud of and young people like to do cross-border marketing has become a model of new national marketing in the automobile industry.
In addition to the FAW Red Flag fluttering in the wind, the high-end brands of Geely Group have also performed very well this year. In September, the sales volume was 65,438+08,745 vehicles, a year-on-year increase of 37.33%. Set a new sales record for three consecutive months. From June to September, the cumulative brand sales volume was 65,438+005,937? Cars, increased by about? 18.9%。
20 17, 1 165438,1released the first product at the end of October. 20 18-20 19 sold more than120,000 vehicles for two consecutive years. However, compared with the strong rising red flag and the magnificent Great Wall WEY, the brand of Ke Ling, which focuses on cool personality, seems to be a niche non-mainstream, but this year,
From the word-of-mouth of the industry, in the wave of collective upward and high-end impact of independent brands, products and marketing have their own characteristics, and those who are young and have outstanding temperament are most likely to succeed. From the background, with Volvo * * * enjoying the technology platform and core supply chain, it has incomparable natural advantages compared with other independent high-end brands. At present, independent brands are not strong enough. If an internationally renowned brand like Volvo is endorsed on the way to Gao Chong, it will naturally be easier to gain the trust of consumers.
From the product point of view, Link's product matrix is also more clear and perfect. The naming method of Kelin 0 1-06 is clear and simple, and it is easier to remember. The product lineup has been more perfect than Great Wall WEY, which started one year earlier. More importantly, the product strength is excellent, and it is recognized that the younger and cooler product design is made by Lectra. It is very obvious that Lingke has become the new favorite of the modified car industry, with a unified and steady style. Whether it is the first Lectra 0 1 or the newly launched Lectra 06 this year, all Lectra products have distinctive family designs, which is very important for a new brand to establish its image and gain popularity. Lectra's power control and interior texture have also won the evaluation that the media can really compete with joint venture brand products.
What can't be ignored is the marketing of Link, which is very suitable for product characteristics. In the marketing of cool, fun and out-of-line young people, it is estimated that no other independent brand dares to recognize the first if Link thinks it is second. For example, the marketing vane of the automobile circle, a few years ago, everyone would look at SAIC-GM and luxury brands, but in the past two years, many car companies have been studying how to play the marketing of Link.
Compared with Lexus, it has become more and more stable and embarked on a unique road of revival, but WEY, a high-end brand of Great Wall Motor, has gone high and low. The WEY brand released at 20 16 Guangzhou Auto Show was amazing as soon as it appeared. Products such as high value, intelligence, hard joint ventures, and sharp labels that break the profiteering of foreign SUVs have enabled WEY to seize 86,000 vehicles in 20 17. In 20 13, the annual sales volume was close to140,000, but in 20 19, WEY failed to maintain the growth momentum, and the annual sales volume just exceeded10,000.
Since the beginning of this year, WEY's sales performance has also been relatively flat, and few months of year-on-year growth have been disclosed. In September, WEY sold 9,037 vehicles, up 20% from the previous month. 1-September sales exceeded 50,000 vehicles. With the flat sales volume, the momentum of WEY brand has obviously weakened this year, perhaps because of the adjustment of WEY senior leaders. WEY brand's marketing measures in the first half of this year left little impression on the industry, and the whole brand gave people a feeling of being leaderless and confused. It was not until the appearance of Tank 300 in the second half of the year that the WEY brand was swept away.
Li Ruifeng, an executive who grew up in the Great Wall system, made his debut as the chief marketing officer of WEY brand at Chengdu Auto Show in August this year, which means that WEY brand has changed from the previous international style dominated by foreign airborne troops to a low-key internal faction.
In terms of brand positioning and marketing ideas, WEY has always held high the label of technology, intelligence and safety, but the style of play is obviously different from before. For example, it no longer mentions the slogan of luxury in China and no longer pretends to be the leader of luxury SUV in China; In terms of products, the newly launched tank 300 has also changed its off-road route, which is very different from the previous three products. It is somewhat similar to the road from Mercedes-Benz and Lexus to JEEP and Land Rover. In terms of marketing style, WEY is no longer the former international big-name car, but has changed the earthy flavor initiated by "Haval Big Dog", which can be seen from the naming method of the interior of tank 300, such as "I want red", "I want orange" and "planting grass green".
When the brand development encounters difficulties, adjustment is inevitable, and it is normal for WEY to adjust to a more acceptable way after hitting a wall on the hard-line, rigid and luxurious road in the past. However, from the perspective of consumer cognition, it is easier to remember brands with distinctive features and stable styles. If we had found the right path from the beginning, we would not have been overtaken by the leaders. Fortunately, everyone has just started on the road of independent high-end, and it is far from a foregone conclusion who can become the leader of independent high-end brands.
If it is a pity that WEY brand opens higher and goes lower, it is even more regrettable that Chery Automobile Group's high-end brand Star Road is dormant. In the September sales data released by Chery Group, the sales of Jietu, Chery Jaguar Land Rover, Chery New Energy and even Yi Kai were disclosed in detail, most of which were double-digit year-on-year growth. Only high-end brands did not disclose it.
This is the normal state when Chery Group announced its sales this year, but the sales data of Starway is not enough. The sales volume in August showed that the sales volume of two cars in Xingtu was less than 2,000. "The planned sales volume for the first year is 60,000 vehicles, and we will strive to reach the sales target of 654.38+10,000 vehicles." At the beginning of the release of Starway, it was shouting grandiose words, but now it seems so far away.
And do a good job of brand from product to marketing, which link does not fall off the chain, there are many highlights. On the contrary, Starway has many "slots" from product to marketing. Products, and Chery Tiggo 8, the product of gateway * * * enjoys a powertrain, and some good designs have also been preempted by gateway, which makes the action faster and the market response faster, resulting in the lack of sufficient high-end support for Xingwei; In terms of marketing, Chery's high-end brand image has never been established even without the momentum of independent brands such as Geely Link and Great Wall WEY. Since the brand was released on 20 18 1 1, Qiruixing Road is about to go through two years, but there are almost no marketing measures that make the industry relish. Compared with the continuous introduction of new products, young people in the marketing circle, WEY used the three technical platforms and new products of the Great Wall to make a heavy attack again, and the star journey was indeed "low-key".
Fortunately, Chery also realized that if this continues, the road to stardom will only be more bleak. At the 2020 Beijing Auto Show, Starway released a brand-new architecture-M3X Mars architecture, which will also usher in major adjustments in the senior management team. I hope this adjustment can help Xingtu solve the pain points such as product internal friction and insufficient marketing, and embark on the Avenue of Stars as soon as possible.
Does the high-end of independent brands have to be independent brands? Changan automobile gave a different answer, and it seems that the effect is very good at present. In March of this year, Changan Automobile officially released the high-end product sequence gravity, and proceeded cautiously on the road of high-end brand. Changan automobile, which has been brewing its own high-end brand, has chosen a more conservative way to try high-end. In marketing, Chang 'an is not as powerful as Hongqi, Ke Ling and WEY, and even affected by the epidemic. UNI-T, the first product of Changan Gravitation, is online from appearance to release, and it is broadcast live by Changan Group executives and technology experts, which looks very routine.
But what I didn't expect was that Changan Gravitation UNI-T, a high-end boutique and personalized product, sold more than 10,000 yuan soon after its listing, breaking the industry curse that boutique cars have long been unpopular. According to the data released by Changan, the sales volume of UNI-T in September was 1060 1 vehicle, which exceeded 10,000 for three consecutive months, making it a proper pillar vehicle in Changan's new round of technical product offensive.
UNI-T's popularity in Chang 'an gravity has made the industry see a brand-new independent high-end road. As long as the product strength is excellent, the price is reasonable, and there is no dazzling fancy marketing, only the live broadcast of science and technology can spell out a way.
Recently, SAIC's high-end independent brand L stands out. This high-end electric vehicle project, headed by SAIC Chairman Chen Hong, brings together SAIC President Wang Xiaoqiu, Vice President and CFO Wei Yong, Vice President and Chief Engineer Zu Sijie and other core executives, which means that SAIC will also join the tide of high-end independent brands. After Dongfeng Lan Tu and BAIC ARCFOX, another state-owned automobile enterprise group chose to try the high-end road with its own brand.
If the industry had doubts about the high-end brands of automobile enterprise groups before, with the deepening of industry discussion and the surging tide of high-end independent brands, this issue is the same as whether state-owned automobile enterprises should be independent brands in previous years. The answer is yes. It is the right way to seize the opportunity and get on the boat as soon as possible.
Since it is recognized by the industry, after mobile phones and home appliances, automobiles will become the next product that represents the rise of China manufacturing and goes to the world. Then on this road, high-end is essential. More brands will try more. In addition to members of private car companies such as Geely Great Wall, there is nothing wrong with having more powerful national team members. On the contrary, this is exactly what this industry needs.
Finally, borrow the great writer Su Shi's "Set the storm: Don't listen to the sound of beating leaves over the forest" to cheer for our own high-end brand: "Don't listen to the sound of beating leaves over the forest, why not sing slowly?" Bamboo poles and sandals are more dexterous than riding horses. What's to be afraid of? A raincoat and hemp fiber, despite the wind and rain, still live my life. The coolness of spring breeze awakens my wine, and the cold begins to be cold, and the peak of the sun is the sun, but it is satisfied in time. Looking back at the bleak land, rain or shine. "
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.