Introduction |
2021/12/13
Standing at a new starting point of 600,000 vehicles, is five-year-old Lynk & Co breaking out of the cocoon and breaking through the ceiling of China's automobile growth? Or are you content with the status quo and go with the flow?
Author 丨 Du Yuxin
Responsible editor 丨 Cui Liwen
Edit 丨 Chic
In the past November, Lynk & Co exceeded 25,000 monthly sales in that month, continuing to lead Chinese brands to impact the high-end road, and the sales of the Lynk & Co brand this year will historically cross the 200,000-vehicle mark, handing over a phased answer sheet for its fifth anniversary.
The cumulative sales of 600,000 vehicles is not too much for a car company, but for a brand that has been established for 5 years and product sales for 4 years, especially for new brands with an average bicycle price of 150,000+, a replacement rate of more than 13%, and a joint venture and luxury brand user accounting for 70% + 70%, 600,000 vehicles is precious.
Moreover, these dazzling figures are enough to write into the growth history of Chinese cars, but standing at a new starting point of 600,000 vehicles, can Lynk & Co 09 break through the brand ceiling and lead the Lynk & Co family into a new realm? Or are you content with the status quo and go with the flow in the tide of electrification and intelligence?
This is not only the answer sheet that Lin Jie, senior vice president of Geely Automobile and general manager of Lynk & Co., Ltd., and his partners must answer, but also the soul thinking of the Bumpy Upgrade Road of Chinese auto brands that have been repeatedly defeated and defeated.
The five-year itch of Lynk & Co, this side of the box, with bravery, pays tribute to the best times; that side of the box, on the way to climbing, stick to their original intentions!
With bravery, pay tribute to the best of times
It is often said that this is the worst of times and the best of times. Therefore, we must not be complacent about the achievement of 600,000 vehicles, and we must not be caught in the trap before the unpredictable future changes.
Like huawei, millet on the road to scientific and technological power, like the global expansion of Chinese clothing brands such as Li Ning and Bosideng, more and more Chinese brands follow the pace of China's rise and move forward in the direction of high quality and high value.
As the world's largest automobile market, the world's largest country in china is bound to need to give birth to Chinese automobile brands that match the power of big countries and can truly compete with mainstream foreign brands from technology to strength and even brands.
This mission makes people's blood boil, therefore, 5 years ago, a new brand called LYNK&CO, co-created by the East and the West, inheriting the European experience, high-end brand, born global, open and interconnected concept, bravely took a step, in the face of the fact that the Chinese car was "big but not strong" at that time, trying to achieve new breakthroughs in its own way.
If there is a question, there will definitely be brave people who will come and answer! Lynk & Co, with a dream, set out firmly.
From the release of Berlin, Germany 5 years ago, to the official launch of the first product to the market 4 years ago; from the continuous layout of 01-09 6 products, to the entry into the performance culture, as a Chinese brand to win the WTCR World Touring Car Championship constructors championship for three consecutive years, along the way, Lynk & Co completed the transformation from 0 to 1, breaking the "Does China need a new car brand?" "Questioning and soul torture.
The first product, Lynk & Co 01, entered the mainstream home joint venture SUV market with a price level of up to 202,800 yuan, and the first 6,012 units anchored the starting height of the Lynk & Co brand, and then with the monthly sales of nearly 10,000 vehicles, the Lynk & Co brand was pushed to the arena that stood shoulder to shoulder with Volkswagen Toyota.
The arrival of Lynk & Co 03 is definitely the highlight of Lynk & Co, which not only invades the cruel and joint venture fortress of the mid-level car market, competes with Civic, competes with The Speed, and also breaks the ceiling of the Chinese brand car brand with a monthly sales of 5,000, 7,000, and even 10,000 units, and points directly to the heart of the joint venture princes.
Including Lynk & Co 02 from the young trend, positioned as a high-energy cross-border products, golf, Fox as competitors; Lynk & Co 05 with the extreme energy sports SUV, opened a new, inclined to the ultimate driving control segment, become the leader of the coupe SUV; Lynk & Co 06 as a brand more inclined to young products, look forward to resonating with more Z era consumers in the same frequency.
There is also Lynk & Co's first product based on SPA architecture 09 this October Lynk & Co brand 5th anniversary gift, its highest price of more than 400,000 yuan, is a new attempt for the Lynk & Co brand to break through to the high-end. From Lynk & Co 01 to Lynk & Co 09, from the start of 6,000 vehicles to the breaking of the wall of 25,000 units per month, from the beginning of brand 0 to 100,000, 300,000, 600,000 step by step, Lynk & Co products are fast and efficient, three-dimensional and diversified product layout, for Lynk & Co to move to a higher height, consolidating the user and brand foundation.
Whether it is the product strength brought by the CMA architecture, or the stimulation of global standards, new ideas and new ways of playing on Geely and Chinese brands, for the young Lynk & Co brand, the node of 600,000 vehicles can be said to be a milestone for Lynk & Co. to cut through thorns.
The arrival of Lynk & Co is not only the key position of Geely from learning to build cars to learning to build cars, but also a maverick posture display of Chinese car brands exploring high-end roads, which can be said to strengthen the influence of Chinese brands and profoundly affect the direction of Chinese brands.
Insight into the era of Chinese brands and the Chinese auto market, just like the hot sales of "Wei Xiaoli", just like the continuous emergence of independent new high-end intelligent pure electric brands such as Extreme Krypton, Lantu, Zhiji, and Sharon, which constitutes the most lively scene in the current automobile industry. Backed by the background of consumption upgrading, technological progress and China's strong national strength, Chinese brands, including Lynk & Co, with the determination to move forward, have promoted Chinese automobiles from one era to another new golden age.
On the way to climb, stick to the original intention
"We have adhered to the original intention of building the Lynk & Co brand, and have not done some wrong actions because the market is cold." On July 29 this year, Lynk & Co 09 Wuhan Tour Station was interviewed by the media, and Lin Jie said with emotion when reviewing the growth history of the Lynk & Co brand in the past few years.
Although proud enough, but the time is still slightly thin, can not say that the emergence of Lynk & Co has changed the direction of Chinese cars, which is 25 million vehicles capacity of the Chinese market, the annual sales of just over 200,000 Lynk & Co must not be able to bear this heavy heavy responsibility, but it seems that it can not be denied that Lynk & Co has traveled the road in the past, the hardships it has suffered, the changes it has experienced, and the samples that have been established have indeed brought new thinking and direction to the high-end road of Chinese brands.
To correct the cognitive stereotypes of Chinese consumers over the years of heavy configuration, light technology and light quality of Chinese brands, and to allow consumers to choose their own brands at the price of buying joint venture brands or even luxury brands, this difficult and decisive road must also be deeply understood by Lynk & Co.
In the face of the increasing number of models and the increase in user expectations, can sales be further developed? Even under the hot tide of the electrification era, does Lynk & Co still have the opportunity to enter the competition in the field of pure electricity? In 2021, tanks and "Wei Xiaoli" have made great breakthroughs in both the traditional and new era tracks at the same time, and these changes are urgent and drastic.
The growth path of Lynk & Co, stepping over the threshold of five years, suddenly added variables. Therefore, breaking through the five-year itch on the road to the growth of Lynk & Co, Lynk & Co Is in urgent need of an answer. Doing difficult and correct things, adhering to long-termism, and growing up healthy and steady seems to be the attributes and qualities that every successful person must have.
Innovation will always be productivity and the key to staying ahead of the curve, just as Apple and Tesla have disrupted phones and cars.
So you will see that Lynk & Co has initially landed the "Lynk & Co Center + Lynk & Co Space + Lynk & Co Mall" sales model reform; Lynk & Co initially launched a mobile APP, defining the car as a smart phone with wheels, promoting the process of car intelligence, and realizing the link between the car and the network and people, brands and users. Now, whether it is a traditional car company or a new force brand, urban supermarkets, intelligence, and interconnection have become the mainstream direction.
More and more user thinking, more user-centricity, and user co-creation that every family is mentioning, in fact, Lynk & Co understands this truth from the beginning and does it. Including taking the lead in establishing official clubs and Co-customer territories on their own platforms, establishing a strong relationship between brands and users, and moving users' opinions and suggestions forward to the research and development end, the innovation of these new models not only creates a new user ecology, enriches the user experience, but also promotes a win-win situation between brands and users.
Is it difficult to enter the international market? Don't look at the two years of Chinese brands in the international and overseas strategy in full swing, but more stage is concentrated in non-developed countries, in the face of European and American auto powers and birthplaces, Chinese brands have almost no say.
However, Lynk & Co has determined the concept of globalization from the beginning of the birth of the brand, including the offensive of the European market with a new subscription model in the past one or two years, directly entering the nest of European and American cars in a more pioneering way, and driving more Chinese brands into the global auto market, including the markets of developed countries. At the same time, it also includes three consecutive championships on the WTCR track, so that Chinese brands can also hold their heads high and win respect on the international circuit of the car.
From concept to technology, from product to user, from model to innovation, Lynk & Co's 600,000 vehicles are the self-breakthrough, user-centered return and result of Lynk & Co, and the starting point for entering a new stage of development.
Where there is any overnight fame, it is nothing more than a hundred steel! Therefore, in the face of unprecedented changes in a hundred years, the automobile industry is also ushering in an unprecedented change, facing the road ahead, everything is facing the unknown.
After the 600,000 era, Lynk & Co's goal is to move from 600,000 vehicles in 4 years to 600,000 vehicles per year, which is destined to be a difficult process, after all, any valuable and influential brand will never be achieved overnight, in the long road to build a high-end brand, Lynk & Co completed 600,000 vehicles is only a node.
"The next step of Lynk & Co is to stick to the original intention, continue to climb upwards, why use the two words of climbing, talk about success on the way to climbing, a little rest will go down, we must be trembling, such as walking on thin ice, on the way to climb, we must adhere to their original intention." The way forward is full of challenges, and there are pits everywhere. The original intention remains the same, around the needs of users, we will certainly be able to reach their own established position. "For the future, Lynk & Co is persistent and resolute.
| Du Yuxin |
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