Invest 30 billion yuan to upgrade the product strategy: Jietu has fully entered the "travel +" market segment

21st Century Business Herald reporter Du Qiaomei Fuzhou reported that on January 10, 2021, 5 months after Chery Holding Group upgraded Jietu from a product sequence to an independent brand in July 2021, the Jietu brand ushered in its first brand night and released a new product strategic plan, comprehensively upgrading the "travel +" strategy from the brand, product and marketing dimensions.

At present, with the diversification and upgrading of user needs, user-centered continuous innovation has become the core competitiveness of automobile enterprises. Aiming at the differentiated positioning of the market segment, Jietu Automobile put forward the "travel +" strategy, hoping to meet the ever-increasing travel needs of users through the ecological layout of the whole travel industry chain combining people, vehicles and scenes.

In terms of products, Jetway Auto officially released the layout of X, T, P and V product sequences on the same night, respectively, mainly SUV, hardcore off-road, hardcore pickup, MPV models, and opened the "4+3+N product matrix" era, namely SUV series (Jietu X-1, Jietu X-2, Jietu X70, Jietu X90), cross-border series (Jietu hardcore off-road, Jietu hardcore pickup, Jietu MPV), hybrid series (synchronous planning of hybrid and living space series of all products).

Bao Siyu, deputy general manager of Chery Holding Group and general manager of Jietu Automobile, pointed out that in the next few years, Jietu Automobile will invest 30 billion yuan + R&D investment for the "travel +" strategic planning, enrich the product line, improve the "travel +" travel category, and launch 1-2 new models every year.

Hardcore off-road T-X "call board" tank 300

It is worth noting that with the popularity of the domestic self-driving tour market, it has also driven the growth of the domestic hardcore off-road SUV market.

At the press conference that night, the first model under the T product sequence of Jietu Automobile, the Jietu T-X concept car, was officially unveiled. From the appearance point of view, the design style of the Jetto T-X is tough and angular, and the pump-shell engine canopy, the expanded wheel eyebrows, the boxy exterior mirrors and the off-road tires with deeper lines all show the attributes of this hardcore SUV.

According to reports, T-X is based on the Jietu Kunlun architecture, which is based on the platform architecture of Chery Group, focusing on travel scenarios, and is an intelligent platform architecture specially created for "Travel +". The architecture supports the iterative capabilities of 5G intelligent driving.

At the same time, the power system of this architecture adopts the Kunpeng power system with full coverage from fuel to hydrogen power developed by Chery, including ICV, PHEV, HEV, REEV, BEV and FCV, of which PHEV fuel consumption can be as low as 1L/100 km and the maximum endurance can reach 1000km.

In addition, the xiongshi intelligent driving equipped with this architecture supports 800+ TOPS automatic driving computing power, 30+ environment-aware sensors and 40+ high-end driving functions.

Not only T-X, in the future, T product sequence will also launch a variety of models such as hardcore off-road, intelligent off-road, luxury off-road, etc., with vehicle lengths ranging from 4.6-5.1 meters, covering the price range of 150,000-300,000 yuan to meet the off-road travel needs of different consumers.

In terms of power, the T product line will include 1.0T, 2.0T, 3.0T fuel version and hybrid, pure electric and other options. According to the plan, the first model of the T product series, the T-1, will be launched in 2023. Based on the strong extensibility of the intelligent architecture of the T product sequence, the same platform pickup truck models will also be launched in the future.

It is understood that new products such as Jietu X-1 will be listed one after another this year.

However, in the current hardcore off-road SUV market, the Jetto X-1 will undoubtedly "clash" head-on with the current hot tank 300.

According to the data, the tank brand as a blockbuster launched by Great Wall Motors, although there is only one tank 300 model on sale at present, but the tank 300 has been listed in December 2020 and its products are difficult to find, although subject to large environmental influences such as chips, the delivery volume continues to rise. In the final battle in December 2021, the delivery volume of tank 300 exceeded 10,000 for the first time, reaching 11,958 units, an increase of 18.3% month-on-month; it is worth mentioning that in the whole year of 2021, tank 300 delivered more than 80,000 vehicles in the whole year, reaching 84,588 units.

However, the Jetway T-1, which will be launched in 2023, has not yet announced the model configuration and price, and in the future, whether the Jetto T-X series can catch up with the future will remain to be tested by the market.

Can it support Chery's million sales target?

"As chery Group's innovation pioneer, Jetway Automobile will meet market challenges with continuous brand innovation, product innovation and marketing innovation, and build the 'Travel +' ecosystem into a new benchmark for user experience in the automotive industry." That night, Yin Tongyue, chairman of Chery Holding Group, said at the scene.

According to the latest brand strategy, the "Travel +" ecosystem of Jietu will fully enter the 2.0 stage, and Jietu Automobile will advance from building a travel unit portfolio to building a travel ecological portfolio. Construct a "travel +" travel ecology in the three directions of people, vehicles and scenes, interact with each other, define each other, and realize continuous optimization iteration and virtuous circle.

"Jietu Auto will continue to uphold the user-centered 'three most' marketing concept, understand users at the level of brand co-creation, product co-creation, and ecological co-creation, get close to users at the online and offline levels, and delight users at the pre-sales and after-sales levels; establish a user operation communication mechanism by 100% directly facing users, 100% direct users, and 100% user direct evaluation; and create a branded, organized, positioned, and contented user operation pattern around new media platforms such as Jietu Auto APP, Douyin, Official Micro, and Guanbo." Li Xueyong, deputy general manager of Jietu Automobile and general manager of the marketing center, said.

According to the data, the current chery brands include chery automobile, jietu automobile, Kaiyi automobile, xingtu automobile four major brand structure. Among them, in order to distinguish it from other brands, the Jietu brand is positioned as a "travel +" segment, and adopts a cost-effective route of "playing small with big".

Judging from the current development of Chery's brands, the market performance of Jietu is a major highlight. While most independent brands collectively attack the high-end, Chery still sees great potential in the low-end market. There are many products on the market that focus on travel, but most of these products are more expensive, and only promote the concept of travel in the car product itself, or produce a station wagon. What Jietu has done is to achieve a downward price of the station wagon, while creating a "travel +" life concept.

As a brand with rapid development under Chery Holdings in recent years, Jietu Automobile has also placed high hopes. Yin Tongyue hopes that Jetway Automobile can achieve the goal of annual sales of one million units in 2026, of which the sales target for 2022 is 300,000 units.

On January 7, Chery Holdings released the 2021 annual sales data, which showed that Chery Group had sold 961,900 vehicles, an increase of 31.7% year-on-year. Among them, Jietu Automobile sold 154077 vehicles in the whole year, an increase of 17.9% year-on-year, and sold more than 10,000 units for 12 consecutive months. As of the end of December 2021, the cumulative sales volume has reached 463814 vehicles, and the development momentum is strong.

In mid-December last year, Chery announced its sales target for 2022: annual sales of 1.5 million vehicles, and strive for 2 million vehicles, of which 500,000 vehicles were exported, and the annual operating income was 200 billion yuan.