I don't know if you have found that in the past two years, all walks of life have had cases of "the rise of domestic products"!
Referring to the "2021 New Youth Domestic Product Consumption Research Report" released by Aurora Big Data in September, in daily consumption, 70% of the "post-90s" and nearly 80% of "post-00s" consumers are mainly buying domestic brands, and China's new generation of consumer groups show higher domestic consumption preferences.
In fact, consumers' preference for domestic products has penetrated into all aspects of life, even in the automotive industry! Taking the Hongqi brand as an example, the cumulative sales volume from January to November 2021 exceeded 261,400 vehicles, an increase of 46.7% year-on-year. Even in November, when the market fell by 12.7% year-on-year (according to the Association data), Hongqi's monthly sales reached 25,400 units, an increase of 1.5% year-on-year. So, behind the "steady rise" of the Hongqi brand, what is the basis?
Sitting firmly in the head position of the second line, the red flag ushered in a new breakthrough
Whether it is the monthly sales data or the year-on-year increase, it shows that consumers are accepting the new red flag products. Of course, behind the sharp rise of the brand, there is also an inseparable relationship with the multi-dimensional layout of its products, especially the Hongqi HS5, Hongqi H5 and Hongqi H9 models under Hongqi.
The first is the Hongqi HS5, from January to October this year, the cumulative sales of the model successfully exceeded the mark of 100,000 units, and the monthly sales exceeded 10,000 units, becoming the sales burden of the FAW Hongqi family and shouldering the heavy responsibility of the rise of FAW Hongqi. As for the Hongqi HS7, due to positioning problems, it is slightly weaker, but in this price model, it can still win 1000+ monthly sales, which is still very rare.
The second is the car market, from the current market feedback, although Hongqi has H9, H7, H5 and other models, in the actual sales process, Hongqi H5 is still the main model of the family. Of course, Hongqi H9 also relies on high-end positioning, as well as the layout of the commercial vehicle market, with an average monthly sales volume of 2000+, although slightly lower than other brands at the same level, but considering the positioning of Hongqi H9, such data is also gratifying.
In the new energy market, taking online car-hailing as the entry point as a red flag E-QM5 also has a good heat. However, from the current sales performance, although the sales volume of the car has an upward trend, because this car is currently only for the high-end online car market to provide models, can not take care of the individual market, so the overall sales are not so top-notch. Of course, in the Red Flag family, E-HS9 also has a place.
The continuous rise in sales has also allowed Hongqi to successfully squeeze into the head position of second-tier luxury brands. At present, the only thing that can compete with it is the Cadillac brand. Although Cadillac's monthly sales in November have not yet been released, we can still see the gap between the two from the comparison of sales in October.
According to the data, in October, Cadillac's monthly sales were 22,000 units, and the cumulative sales from January to October this year were about 187,000 units. As for the main sales force, it is concentrated on models such as cadillac XT5, XT6 and Cadillac CT6. Not surprisingly, Hongqi can win the top position of second-tier luxury brands this year.
From marketing power to system strength, the new red flag ushered in a comprehensive upgrade
In today's "people-oriented", in addition to the improvement of the product strength of the model, the new red flag has also ushered in an upgrade at the marketing and service level! For example, earlier, Hongqi held the "2021 Hongqi Pilot Star & Dragon Star Skills Competition". Comprehensive assessment projects to achieve full coverage of front-line and core positions, in this case, the form of "training in the form of competition", well improved the entire process of brand service users.
Not only that, in the third quarter that just passed, Hongqi came together with the Olympics through the image of the "national car"! On August 5, New Hongqi announced that every athlete who won a medal in the Tokyo Summer Olympic Games by the Chinese Olympic delegation would be given the right to use Hongqi H9 products, which caused widespread discussion and praise from all walks of life. In September, Hongqi officially delivered H9 products and delivered the domestic snowmobile equipment developed by FAW Hongqi and Aerospace Science and Technology to the Winter Games Center. From the Tokyo Olympic Games to the Beijing Winter Olympics, the new red flag once again highlights the feelings of domestic products.
In addition, in order to let users better understand hongqi products. Following the success of the Hongqi E-HS9 challenge to the nation's first public double-sided column collision test in June this year, in the past third quarter, the Hongqi H9 also challenged the world's first public double-vehicle high-speed rear-end collision test, and achieved a complete success. In the test, the data indicators of Hongqi H9 performed excellently, and the main bearing structures such as A-pillar and threshold did not have failures such as crushing and bending, which once again proved its strength to the outside world.
At the cultural level, the New Hongqi Brand and the Palace Museum jointly established the "Hongqi Palace Museum Joint Innovation Laboratory" to jointly build a bridge of in-depth communication between the two sides and a new mechanism for working together. In order to let users better understand the charm of traditional Chinese culture, Hongqi also officially launched the "Hongqi H9+ Taihe Edition" customization project that integrates China's excellent traditional culture and top luxury car-making skills, thereby catering to the needs of more users.
Looking to the future, Hongqi will carry the banner of national high-end brands
Building a national high-end brand is an important mission of New Hongqi. Since Xu Liuping became the chairman of new China FAW, FAW has shouted out the slogan of "raising the strength of the whole group, multi-dimensional support and building the Hongqi brand".
Before mentioning hongqi, for most friends, perhaps more is the feeling in their hearts, because whether it is in the layout of models or in technical manufacturing, hongqi is not competitive enough. You know, in 2017, the sales of Hongqi automobiles were only 4702 units.
In January 2018, after Hongqi officially released the "New Hongqi" brand development strategy in the Great Hall of the People in Beijing, the sales volume of the new Hongqi climbed steadily. With the arrival of new models and new initiatives, the popularity of the new red flag has doubled, reaching 33,000 units in just one year, and successfully crossing the 100,000 unit mark in 2019. Even in 2020, when the epidemic is affected, its annual sales will reach 200,000 vehicles.
Looking at this year, Hongqi is still stable and increasing, and the cumulative sales volume from January to November has exceeded 261,400 vehicles, an increase of 46.7% year-on-year! At the same time, Hongqi has also laid a solid foundation for the continuous increase in sales in the future. According to the product plan released by the new Hongqi at the end of 2020: in the future, the Hongqi brand will build four series of products of L, S, H and Q, and begin to transform to intelligence and electrification. In other words, in the future, in addition to the layout of the fuel vehicle market, New Hongqi will also be put into production in the fields of hybridization and plug-in hybridization, leading the Chinese brand upwards again.
Conclusion:
In recent years, under the background of the rise of domestic goods and the increasingly strong national cohesion, the red flag with the title of "national car" has also shown super high heat. In addition to the continuous growth of the product chain, this is inseparable from its continuous improvement of marketing initiatives and the deepening of the national tide culture.
Although the automotive industry has suffered a serious impact of "lack of core" this year, Hongqi can still achieve steady and increased bright results, which is enough to show that the rejuvenation road of the new Hongqi has begun to bear fruit. The next step is to further maintain the existing market on the basis of ensuring good quality product reputation and excellent after-sales system. In the view of "Car 314", from feelings to national tides, the "red flag" in the eyes of the fathers has once again fluttered!