2021 is a tough battle for the car market. The existence of objective factors such as repeated epidemics and chip shortages has seriously hindered the normal development of the automobile market. Therefore, even many large manufacturers, including luxury and joint venture brands, are suffering from this, and our Chinese brands are naturally even more so. However, even if the environment is harsh, there are still people who have achieved a contrarian upward trend, such as the "back wave" of the shortcut car.
Speaking of Jietu Car, everyone should be familiar with it. It was born in 2018 and has been less than 4 years old. Coincidentally, the birth of Jietu also happened to be the adjustment period after the decline of the Chinese auto market at that time. So, how did Jietu Auto, which was born in a difficult situation, perform during this time? In less than 4 years, Jetway Reached a 40-month sales of 460,000+ vehicles, becoming a dark horse in China's SUV brands. And how is the shortcut done, and what is the next step? On January 10th, at China's first Travel + Conference and Jietu Automobile Brand Night held in Fuzhou, Jietu Automobile gave the answer.
Layout full scene travel, guard the boundless journey
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 unique market segments, Jietu Automobile innovatively proposes the "travel +" strategy, through the ecological layout of the whole travel industry chain combining people, vehicles and scenes, to meet the ever-increasing travel needs of users, creating the first independent cutting-edge SUV brand with sales of 460,000+ units in 40 months, and setting up a model for the high-quality development of independent brands.
Based on the rapid growth of "Jietu Speed", Jietu Automobile officially released the layout of X, T, P and V product sequences at this conference, focusing on SUVs, hardcore off-road, hardcore pickup trucks and MPV models. The release of the new "Travel +" product strategic planning marks the official opening of the "4+3+N product matrix" era of Jietu Automobile, namely the SUV series (Jietu X-1, Jietu X-2, Jietu X70, Jietu X90), cross-border series (Jietu Hardcore Off-Road, Jietu Hardcore Pickup Truck, Jietu MPV), Hybrid Series (all series of products synchronous planning hybrid and living space series).
With the full entry into the "Travel +" segment, Jietu Automobile's "Travel +" ecosystem will continue to expand. Jietu Automobile integrates the resources of the well-known domestic tourism industry, and through cooperation with enterprises or scenic spots such as Tuju Camping, Qunar, Pathfinder, Hongxing Erke, Inner Mongolia Keshketeng Banner, Ningxia Shapotou Scenic Spot, etc., covers the three major ecosystems of travel, consumption and leisure, and provides users with high-quality and upgraded value-added rights, positive interaction and interesting experience. At the event site, Jietu Automobile, Together with Fangte, Qiuyedi and other partners of the "Travel +" ecosystem alliance, carefully created a cross-border display, showing the diversified and personalized scene experience of future travel. At present, Jietu Automobile has built 80 "Travel +" ecological alliance units, and according to the plan, it will be expanded to 100+ in 2022.
Bao Siyu, deputy general manager of Chery Holding Group and general manager of Jetway Automobile, said: "Jetway firmly implements the 'Travel +' strategy, continuously expands the 'Travel +' ecosystem, enriches the 'Travel +' products, expands the 'Travel +' station, and upgrades the 'Travel +' platform, bringing more surprises and joy to users during their travels, broadening the boundaries and horizons of Jetour, and providing more development possibilities." ”
Intelligent health upgrades, leading the new driving fun of travel
China's first Travel+ Conference is the beginning of a new journey, showcasing jetour's industry-leading heavyweight technologies and products. Relying on Chery's more than 20 years of car-making technology, Jietu Automobile has always adhered to the independent research and development of car-making ideas, focused on the "travel +" market segment, continued to create "travel +" product characteristics, and strengthened the intelligent and healthy product label.
The Kunlun architecture that debuted this time is an important achievement of Jietu Automobile's intelligent empowerment of "Travel +". Kunlun architecture combined with Chery Group platform architecture and "travel +" positioning to build, support the iterative capabilities of 5G intelligent driving, the use of industry-leading central computer and Gigabit Ethernet, with high computing, high bandwidth, high security industry-leading at the same time, but also the "travel +" intelligent ecology to provide standard expansion port, can self-evolve, connect unlimited possible travel scene needs, can be called super brain wisdom cockpit.
Zhou Dinghua, deputy general manager of Jietu Automobile and general manager of R&D center, said: "Based on Chery's long-proven modular platform and intelligent total technology, Jietu will upgrade its digital architecture platform, carry out in-depth excavation and expansion in intelligent driving and intelligent ecology, and then work with first-class ecological partners to jointly develop industry-leading intelligent architecture, and continue to bring safe and reliable travel protection to customers in terms of intelligent ecological services, intelligent driving, and healthy cockpit." ”
At the press conference, the T-X concept car codenamed Jietu was officially unveiled. The T product sequence aims to broaden the boundaries of travel, combined with the user's functional and scenario-based experience during the travel process, to create an off-road "solution" that is extremely safe to protect and release driving pleasure. In the future, the product sequence will 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 a price range of 150,000-300,000 yuan to meet the off-road travel needs of different consumers.
T product series in terms of power will include 1.0T, 2.0T, 3.0T fuel version and hybrid, pure electric and other options, at the same time, the use of a differential lock with four-wheel drive system, including mechanical four-wheel drive and electric four-wheel drive version, the body also includes load-bearing or non-load-bearing two body structures. 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.
Empathize with the times and work with users to create a new journey
Jietu Automobile was born in the context of the "new four modernizations" of automobiles, user needs, technological innovation is the brand's innovative source code, in the face of the trend of youthful, diversified, personalized trend of automobile consumption structure upgrade, and actively embrace the rise of young user groups in the new round of consumer revolution, with continuous innovation and research and development to deconstruct, reshape the new generation of travel scenarios, and constantly upgrade user experience and emotional connection.
In 2021, Jetway 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. 2022 is the first year of the "4+3+N product matrix" era, according to the plan, new products such as Jietu X-1 will be listed this year. With the development of new media channels such as e-commerce, it is expected to reach sales of 200,000 vehicles in 2022. By 2026, we will achieve the goal of selling more than one million sales per year.
In terms of user experience in the "Travel +" ecosystem, up to now, the number of Jietu APP users has reached 340,000, nearly 200 travel peripheral products, sales of 1 million + pieces, a total of 1800+ travel experience activities, more than 100,000 + people experience, covering more than 20 provinces, more than 100 cities, through novel and interesting activities, so that "Jietu users" become "users of Jietu". Among them, "Peer- Damei China" upgrades the one-time car purchase of the traditional automotive industry to an in-depth travel experience, and innovates the "Lushu Co-creation Plan" to create the first brand of self-driving tour with users.
Entering a new stage of development, Li Xueyong, deputy general manager of Jietu Automobile and general manager of the marketing center, said that the "travel +" ecosystem will fully enter the 2.0 stage, from building a travel unit combination to building a travel ecological combination. 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."
Conclusion: With the upgrading of product strategy, the "travel +" travel ecology is about to open a smarter and healthier era of all-scenario travel. With continuous brand innovation, product innovation and marketing innovation, Jietu Automobile will meet market challenges, join hands with users and partners to embark on "our new journey", and create an ecological co-creation platform of user co-creation, ecological sharing and win-win cooperation with partners to create our Jietu.