Looking back at the recent history of the development of China's automobile market, it is not difficult to find that independent brands have shown an unstoppable trend in development. Especially in the SUV market, the space of joint venture brands has been continuously squeezed, of which the credit of Great Wall, Changan and Geely is obvious to all.
According to the November sales data released by the Association of Passenger Transporters, the top ten chinese independent brands in the SUV sales list occupy half of the country. The champion is still the Great Wall's Haval H6, with a record of 30,194 vehicles, far ahead.
However, it is undeniable that compared with the sales volume in November 2020, the decline is as high as -44.4%. Unlike Chang'an, except for the sales of haval H6 models and generations of the same house sales, none of the Great Wall can escort the Great Wall side by side.
This is also the biggest, most difficult and most unavoidable imperative of the Great Wall.
Become also Haval, pain also Haval
Needless to say, from the perspective of the Great Wall Automobile Factory in Nandayuan Township, which just took over the south of Baoding City in the 1990s, Wei Jianjun has repeatedly created miracles on the road of building cars by relying on his own strength. The armor initially draped in pickups made the Great Wall stand out on the fierce battlefield, and even in the face of the collective counterattack of the joint venture opponent, it was still not left behind.
Then, with the blue ocean of the SUV market, only one Haval H6 killed the opponent who crossed the level.
Mention of Haval H6, is still a number of joint ventures or independent car companies can not cross a hurdle, no one has ever thought that an obscure car company can sacrifice such a miracle, as of now Haval H6 has accumulated 100 months of sales champions, 10 years after listing, the total sales of even more than 3.6 million cars.
From any point of view, the Haval H6 can be called a masterpiece in its own brand.
However, because of this, the boom in the SUV market is still boiling, and the elderly H6, although it is decorated in ink and powder every year, still cannot escape the end of the gradual dividend.
When the position of the mainstay of the mainstream is challenged, the state of the entire brand is in jeopardy, otherwise how could Wei Jianjun threaten to "hang his life on the line" in the micro-film of the Chinese New Year's Eve anniversary? This is definitely not an exaggeration, let alone an alarmist statement, but Wei Jianjun, as the helmsman of the Great Wall, has long smelled the crisis emanating from the entire market and environment.
Ace setback, curve to save the "city"
Think of the Great Wall of that year, because Haval completely launched the brand, and its popularity in the domestic consumer market has also risen. It is precisely because the success of the Haval H6 has caused a boom in domestic SUVs, when Changan, Geely, GAC and SAIC flocked to the blue ocean, the blue ocean instantly burned to a red sea.
At present, although haval H6 has always maintained the title of SUV sales champion, the heavy and bright crown is always facing the coveted attention of joint venture brands and independent car companies. The seemingly glamorous appearance has long been exhausted, and the status is also crumbling.
Looking at the SUV sales list from January to November, although it is not the worst report card, it is only 0.5% year-on-year. It is followed by Chang'an CS75, which has increased by nearly 10%, and BYD is close to 15%.
And the Great Wall? Relying on haval H6 for a long time, it is difficult to hand over a second blockbuster. Subsequently, although it launched its own high-end brand WEY based on the million user base accumulated by Haval H6, the glory did not last long, and only half a year later it was hastily ended because of word-of-mouth and quality problems. If it were not for the accidental popularity of tanks, presumably the Great Wall would have been in a mess.
The Great Wall, which is as embarrassing as it is ugly, had to regain its original ideals and set its sights on the self-owned brand fault space of about 150,000. From the first love (78,900 to 11.29) to the red rabbit (109,800 to 123,800), and then to the big dog (119,900 to 161,900) began to slowly explore, until the recently listed new flagship - Haval Divine Beast, fixed the Great Wall's riveting space.
How does the "mythical beast" of the zoo integrate into the noise of the city?
Objectively speaking, the divine beast listed on December 18 will set the price range at 130,000 yuan to 167,000 yuan is not expensive, and the new car launched a total of 1.5T and 2.0T fuel version of a total of 6 models, the future may launch hybrid and plug-in hybrid versions. There is nothing special about such a price and configuration that is worth the user to buy.
Measured from the perspective of configuration and technology, we do not criticize which places it is the "set of masters" promoted by the Great Wall, in layman's terms, it is shouldering the upward breakthrough of the Haval brand. Whether it can be recognized by consumers is not to say, it is difficult to wave the H6 flag.
Taking a step back, the big dog and the red rabbit have only ushered in a wave of small outbreaks in the past two or three months, which can confirm the transformation of the Great Wall in the brand? Obviously not, this also confirms the overall weakness of the Great Wall.
However, in the era of consumption upgrading, with the gimmick of the flagship of the "Divine Beast", can you eat another wave of dividends? It is indeed too early to speculate on the future, but it is difficult to look at the situation of criticism and overlapping internal product definitions and prices.
Online car reviews believe that in the automobile consumer market of more than 150,000, joint venture cars have always occupied a leading position in sales, and this time the Haval Divine Beast "leapfrogged" listing, which can only be said to be a shallow taste. The expectations and sustenance of the Great Wall will never count on the Divine Beast, let alone bet on the Divine Beast in a desperate bet, and it is inevitable that it is too whimsical to use it to support the façade of the Great Wall.
Guardian Wen
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