Written by | Yang Guang
Produced | Automotive Sankei
The greater the ability, the greater the responsibility.
Half a year after upgrading from a product sequence to an independent brand, Jietu led the military order to achieve annual sales of one million in 2026, and in Yin Tongyue's words, it must be "resolutely realized".
"This means that together with overseas sales, Jetway will grow by at least 200,000 units per year." Yin Tongyue also calculated the account.
But the more urgent task is that this year, Chery Group, which is about to celebrate its 25th birthday, has also set itself a grand goal of selling 1.5 million a year and striving for 2 million, so Jietu needs to complete 300,000 KPIs this year, which is directly doubled compared to the 154,000 report card in 2021.
However, while the boss is giving enough pressure, the reassurance pill also comes.
At the press conference of Jietu Brand Night on January 10, Yin Tongyue said that the Group will give all-round and three-dimensional support to Jietu from the aspects of technology research and development, intelligent manufacturing and supply chain system.
For Jietu, which has just been established for four years, how much space there is in the future depends on itself.
Broaden boundaries and horizons
A small episode is that this long-planned brand night almost "died".
Due to the control of the epidemic, no city was willing to take over such a large-scale event in the early stage, and between doing it or not, Jietu still chose the former, and after many efforts, it finally finalized the host place in Fuzhou.
In the words of Bao Si, deputy general manager of Chery Holding Group and general manager of Jietu Automobile, "We need a stage to convey Jietu's thoughts and actions on the Chinese auto market to the outside world. ”
Therefore, at this conference with the theme of "Our New Journey", Jietu not only announced a new product strategic plan, but also comprehensively upgraded the "Travel +" strategy from the dimensions of branding and marketing.
The former makes Jietu's future product line clearer.
The layout of the four major product sequences of X, T, P and V disclosed for the first time will be mainly SUV, hardcore off-road, hardcore pickup truck, MPV, and also marks the official opening of the "4+3+N product matrix" era of Jietu, namely SUV series (Jietu X-1, Jietu X-2, Jietu X70, Jietu X90), cross-border series (Jietu hard-away, Jietu hard-core pickup, Jietu MPV), hybrid series (synchronous planning of hybrid and living space series of all products).
The latter will continue to expand and upgrade the "travel +" ecosystem of Jietu.
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 combination of travel units to building a travel ecological combination, and at the same time building a "travel +" travel ecology in the three directions of people, cars and scenes, interacting with each other, defining each other, and achieving continuous optimization iteration and virtuous circle.
Jietu, which was born in the context of the "New Four Modernizations", naturally knows how to embrace the young user group that has risen in the new round of consumption revolution: through novel and interesting activities, "Jietu users" become "jietu users".
Up to now, the number of Jietu APP users has reached 340,000, nearly 200 travel peripheral products, sales of 1 million + pieces, the cumulative number of travel experience activities held 1800+ times, more than 100,000 + people experience, covering more than 100 cities in more than 20 provinces.
As Li Xueyong said, only by broadening the boundaries and horizons of the shortcut can we provide more possibilities for development.
Look for new increments
In the past 2021, Jietu Automobile achieved sales of 154,000 units, an increase of 17.9% year-on-year, while selling more than 10,000 units for 12 consecutive months, with cumulative sales reaching 460,000 units.
But where to look for new increments? Differentiated market segments and products are undoubtedly a direction.
At the press conference on the same day, the concept car code-named Jietu T-X was officially unveiled, and its hardcore off-road styling design also instantly aroused the attention and hot discussion in the industry.
Even in Li Xueyong's circle of friends, there are peers who tentatively inquire, "Is this just a concept car or is it directly listed?" ”
It is understood that T-X is based on the Kunlun architecture, which is based on the Platform Architecture of Chery Group and the "Travel +" positioning of Jietu to support the iterative capabilities of 5G intelligent driving.
In the future, T 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, which can meet the off-road travel needs of different consumers.
According to the plan, the first model T-1 will be launched in 2023, and the power side will include 1.0T, 2.0T, 3.0T fuel version and hybrid, pure electric and other options.
The second is to increase the stickiness of users through co-creation.
Although user co-creation is almost every car company is "shouting" slogan, but how to achieve there is no "homework" that can be copied.
Li Xueyong revealed that at present, 35,000 users have participated in the co-creation of Jietu's products, and about 750 suggestions and suggestions for improvement have been put forward.
"Before each annual car launch, Jietu users will put forward an average of 200 opinions, of which 25%-30% will be adopted, and we will continue to solve users' pain points and itch points in this way."
Write at the end
At the beginning of its establishment in 2018, Yin Tongyue made a bet with the Jietu team, "If you succeed, I will punish the station; if you don't do a good job, then you will be punished." ”
Now, four years later, Jetway has gained 460,000 users and nearly 2 million followers.
In the face of the industry's question of "why chery still has to do a shortcut" four years ago, Jietu responded well with several sets of numbers.
Of course, the road to the millions is not destined to be smooth.
However, as Yin Tongyue said at the press conference, "those stumbling blocks and torrents that have flowed are destined to become a vivid chapter in the development of independent brands." ”