The answer is not clear in one or two sentences. In recent years, the domestic automobile market is undergoing unprecedented structural changes. Under the influence of consumption upgrading, consumers' car purchase concept is more independent and full of personalized labels. Many China brand automobile enterprises have begun to exert their efforts on high-end brands, hoping to further seize new market share and achieve the ultimate breakthrough in brand promotion. WEY, a high-end SUV brand owned by Great Wall, came into being at this time, but the road to development was not smooth sailing.
Grind a sword for four years
As we all know, since the peak of China auto market on 20 17, the domestic auto market environment has been unsatisfactory, and words such as "slow growth", "declining auto market" and "winter has arrived" are common. At that time, China brand automobile enterprises basically had no obvious market position in the luxury car market, and high-end automobile brands were also blank. While the China brand was still fighting for the low-cost car market, Wei Jianjun launched a high-end SUV brand named after itself.
It is not easy to build a high-end brand. With the automobile market in China gradually entering the stage of stock game from incremental competition, the competition among automobile enterprises is becoming more and more fierce. Faced with the double attack of joint venture brands and imported luxury brands, domestic high-end brands can be said to have fought their way out. Personalized and differentiated automobile products have been favored by consumers, and high-end China brands have also changed the impression that domestic cars are "cheap" and "shoddy" in the eyes of consumers.
Previously, Wei Jianjun put forward the slogan of "excessive investment, excessive R&D and excessive allocation" to express WEY's intention in creating a sense of luxury. Wei Jianjun himself is very concerned about technical input. In his few publicity photos, most of them are either standing in front of the engine or the gearbox. Obviously, WEY also inherited Wei Jianjun's consistent position. Whether it is the previously intelligently upgraded VV5, VV6, VV7 and other models, or the tank 300 later built based on the modular off-road platform, each model of WEY is a true portrayal of its technological achievements. In the past four years, the collection of nearly 400,000 users has also been the best feedback to WEY.
The high-end brand camp is fierce.
Since its establishment, WEY brand has indeed seized a place in the high-end brand camp, but there are still hidden concerns behind its achievements. Ke Ling, a high-end brand of Geely that appeared almost at the same time as WEY, sold 265,438+0,868 vehicles in June, and this year it was 65,438+0-65,438+0, with a cumulative sales volume of 65,438+0,278 vehicles. It is also a high-end road. Hongqi brand sold 23,000 vehicles in June, and this year 10/-1,153,000 vehicles, which is close to its annual sales target of 200,000 vehicles. In contrast, the sales volume of WEY brand in June 10 was only 9076, and the cumulative sales volume in June 1- 10 was 59348.
From the brand level, compared with LECK, WEY and other brands, Red Flag has more historical accumulation and heavy feeling, and this distance cannot be caught up overnight. However, as two brands debuting at the same time, the brand rejuvenation strategy has indeed achieved initial results. According to official disclosure, the brand's post-85 users accounted for more than two-thirds. No matter at the marketing level or the product level, its young and personalized style has opened up the automobile market in the shortest time.
In addition, from the product level, although the Lexus was mainly SUV models in the early stage, it quickly launched the sedan model Lexus 03 and the coupe model Lexus 05, which enriched the product matrix of market segments, among which Lexus 05 became an important driving force for the sales promotion of the Lexus brand. In contrast, WEY, as a China brand focusing on high-end SUV models, obviously has a slightly monotonous product matrix, and it is also slightly inferior in the young marketing strategy.
It is worth mentioning that while many China brand car companies are seeking brand promotion, electrification and intelligence have also become the development focus. Changan Automobile announced that it will jointly build a high-end smart car brand with Huawei and Contemporary Ampere Technology Co., Ltd., SAIC also jointly raised10 billion yuan with Alibaba to build a high-end intelligent pure electric car, and Dongfeng Group launched a brand-new high-end new energy car brand Lan Tu Automobile ... On the way to the high-end brand of China, the competition will only intensify, and it is still unknown who can control more market share.
Fourth anniversary of silence
In fact, WEY brand has been established for more than four years. 20111On June 6th, 6, the WEY brand officially debuted. 2065438+01654381October 20th, WEY released its third anniversary brand night, and now it has entered February 2020. But this brand, like Wei Jianjun, has been adhering to a low-key style. In fact, there are many talents in it.
Zhu Yanfeng, chairman of Dongfeng Motor Group Co., Ltd., once commented on Wei Jianjun when attending a public occasion: "Baoding is a city with neither talent highland nor huge capital support, let alone technology highland. He (Wei Jianjun) wore red to the meeting today, indicating that he came out of the Red Sea. " Baoding people's pragmatic and tenacious personality is undoubtedly revealed in Wei Jianjun. For a long time, the marketing of the Great Wall is more like a kind of boasting without products. "Make a little progress every day" and "spend every penny on the cutting edge" have become slogans everywhere in factories of the Great Wall. Pragmatic Wei Jianjun did the "most outrageous" thing, which should be to bet on his surname and bless WEY.
From the previous monthly sales peak of 20,000 vehicles to the recent monthly sales of less than 65,438+0,000 vehicles, did WEY fail? It's too early to draw a conclusion. Since its establishment four years ago, WEY's main models, such as VV7 and VV5, have achieved good sales results. Up to now, the cumulative sales volume of this brand is close to 400,000 vehicles. In order to win the recognition of more consumers and seize market share, WEY began to change its development concept. One of the most obvious changes is to change the fixed thinking behind closed doors. WEY began to attract more users' demands from the R&D stage, so as to improve the products, whether in appearance, interior or color matching. Through the technical reserve, we finally realized integrated production, and WEY accepted more consumer feedback, fully releasing the value of both parties.
In addition to research and development, product sequence is also a top priority. Although VV7 and VV5 have achieved satisfactory market feedback and sales performance, their product lines are still relatively simple. Therefore, under the background of focusing on SUV, WEY has opened up a tank product sequence, which will cover a more comprehensive product sequence in the future. The Great Wall revealed that Tank 300 belongs to a brand-new layout at the level of brand strategy and is the embodiment of the dual product line pattern. It is foreseeable that in the future, WEY will also derive multiple product sequences downwards and occupy more sales shares in market segments.
"Can Great Wall Motor survive next year?" The popularity of microfilm in Wei Jianjun has passed, but the thoughts left for us are still there. As a new brand just established for four years, the appearance of WEY has also provided new help for Great Wall to cope with the current consumption upgrading pattern. The solution is always more difficult than it is. This sentence is also given to WEY, which is struggling bravely, and to more China car companies that have broken through on the road of brand promotion. The future "hangs by a thread", but hope is always on the road.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.