Remember this time last year, Hongqi announced that it had completed the sales target of 200,000 yuan for that year before the New Year, the posters were all over the place, and the Internet was full of analysis of the reasons why Hongqi had once again achieved the "Great Leap Forward" in sales, and they were also optimistic about the feat of achieving the sales target of 400,000 in 2021 proposed by Hongqi.
However, this year, the sales target of The Red Flag is getting farther and farther away, the sales volume of November was announced, which is to give the Red Flag a notice of the sales target, 261,400 vehicles increased by 46.7% year-on-year, but it is still 140,000 away from the annual sales target of 400,000, and the red flag loves to give the 4S store the habit of pressing the warehouse, if you can see the hope to definitely press the warehouse to the end, but this time has not been issued, it can only show one thing, the red flag has given up to achieve the goal.
Although it seems humiliating to give up and fail to achieve the goal, for Hongqi, a car company, it is actually the wisest choice to be able to retreat in a rapids, because the continuous sales leap in the past few years has made the brand somewhat unstable.
30,000 vehicles in 2018, 100,000 in 2019, and 200,000 in 2020, the continuous doubling of sales is actually a very worthwhile achievement for the Chinese luxury brand, but behind the sales leap shows the bubble after expansion, and this bubble does not only come from the product, but also lies in the brand strategy.
In the monthly sales poster, Hongqi rarely announces the sales of specific models, because of the monthly sales of more than 20,000 units, I am afraid that a Hongqi HS5 has 15,000-20,000, and in the rest of the Hongqi models, the slightly able to play is the Hongqi H5 medium-sized car, and the main sales of the Hongqi H5 car are still purchased from the operating car companies in the northern region.
After Hongqi changed its name to New Hongqi, the SUV new car dividend has basically been released, but the performance of subsequent new cars is not outstanding. This may be related to the strategy of Hongqi, a Hongqi E-HS9 last year was in the limelight, but this domestic new energy vehicle that started at 500,000 yuan is a brand face that is greater than the actual significance. But the E-HS9 and Hongqi H9 released before and after the Guangzhou Auto Show last year are the only two new cars that Hongqi has really sold in the past two years, and in the case that only one model can be played, Hongqi also dares to only send high-end models, I don't know if it is bold or head iron.
And from the current situation, the steps on the sales of hongqi are too large, so that service, quality control and other aspects can not keep up with the speed of sales development. Hongqi's 4S store management is actually a bit chaotic, there is a kind of atmosphere that does not lose the top 4S store of the state guesthouse, but there are also "boutique exhibition stores" that are sold on a façade on the street with two exhibition cars, and a large number of dealers entering the market are only good for sales, but it is more difficult for management.
Hongqi can not achieve the sales target of 400,000 this year, which may have something to do with the bad environment of the car market, and it is not easy to stabilize sales, not to mention that there is an increase of nearly 50%, and other brands may have covered their mouths and smiled.
Strictly speaking, is there moisture in the sales growth of Hongqi this year? Yes, last year's epidemic shutdown last year was close to three months, if you count those months, the annual sales may be the same as this year. Is that more moisture? Maybe not much.
As mentioned above, Hongqi is actually facing many unhappiness this year, the new car dividend is not much, the market environment is not good, although there are also reasons to increase the size of dealers, but at least it shows that the new Hongqi brand has become a luxury brand that cannot be ignored in the minds of domestic consumers.
According to the statistics of the Federation of Passenger Vehicles, the overall sales volume of China's narrow passenger car market increased by 6.1% in the same period from January to November this year, and Hongqi outperformed the market. In fact, according to Hongqi's original plan for 2020, the sales target for 2021 should be 300,000 units, but the excitement behind it added some pressure to itself, if the target of 300,000 units of sales, Hongqi can also be regarded as basically completing the sales target.
And most importantly, Hongqi can sit firmly on the top spot of second-tier luxury as a domestic brand, and also open up a large position with other brands such as Volvo and Lexus behind it, which is not easy for a brand that has been in market operation for less than five years. You must know that the old red flag was terriblely weak, and it can make rapid progress and continuous progress, which is the biggest success of the red flag.
Write at the end
Hongqi's high sales target is a double-edged sword for Hongqi itself, on the one hand, it can stimulate the collective kinetic energy of the entire FAW Group and the new Hongqi brand, and on the bad hand, it is too big a step or it is easy to "rip the egg".
In 2021, although there is not much substantial growth in sales for Hongqi, brand awareness and recognition are gradually rising, from this point of view, Hongqi's performance this year is still worthy of our praise, as long as it can stabilize the progress, the future Hongqi may not be able to achieve the 400,000 sales target set this year.
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