When our eyes follow the direction of the mainstream market to pay attention to the new car-making forces, few people will care about the Kaiyi who has been forgotten in the corner.
Under the trend of the new energy environment, the drawbacks of many independent brand cars are becoming more and more obvious, and as the market competition becomes more and more intense, many car companies are trying to attract the attention of consumers. Kaiyi is no exception, originally relying on the gimmick of the Internet car to enter the market, trying to attack the city under the low-price route. Nowadays, it has suffered a steady decline in sales, facing market elimination, and crises.
Without Guo Deqiang's vows of "value marketing", no one might have expected it. It is precisely because of the increase in expectations that there is a gap between the reality and the ideal of Kaiyi?
Looking at the sales volume throughout 2021, some answers may be found in it.
Behind the collapse in sales is the imbalance of quality control
According to the data, Kaiyi's sales in January-November 2021 were 14,125 vehicles, a jaw-dropping decline from 2020.
The explosive Xuandu, which has been pinned on high hopes and is mainly cost-effective, has been hovering in the three figures since its listing, and I am afraid that the advertising fees of the Twin Towers in Chengdu have not been earned. Not only Guo Deqiang, but even the entire marketing department of Kaiyi was disgraced.
In the eyes of the outside world, Kaiyi Automobile, which relies on low-cost lines to open the market, cannot be sold anyway now, which may be the reason for the improvement of domestic consumption levels, thus eliminating those low-end brands or models. In fact, it is not, the failure of Kaiyi is inevitable due to fate, low prices do not represent compromise, and the quality problem of returning to Kaiyi is really worrying.
According to online car reviews, the complaints about Kaiyi on the current third-party portal can be described as various. Among them, the problem of the gearbox can be traced back to the current dazzling world from the C3 of 16 years, and it has always been a pain point that Kaiyi cannot look at directly.
For example, a complaint from a C3 owner claims that after the manufacturer's recall, about 2-3 times a year because of the engine failure light back to the 4S shop maintenance test. But every time I checked it said there was no problem. In January 2020, the car once again appeared engine failure lights when running at high speed, the car completely lost power and slowed down, and the owner was also frightened. Called the trailer to the 4S shop for repairs, the maintenance staff said that there was a problem with the clutch actuator assembly and the paddle shifter, which cost 2,000 yuan. After that, the car lit up the engine failure light again, and asked the trailer tow to the 4S shop, and the maintenance staff said that the line was too tight during the last maintenance, and the line was loosened.
Let me ask, how can such an after-sales maintenance ability win the favor of consumers? This does not include many cases where promises cannot be fulfilled, and it makes users who support it with real money and silver with enthusiasm feel chilling.
The platform is aging, and the new bottle of old wine is insincere
If the quality problem is the ordeal that must be faced in the development of the brand, then what the brand needs upward is the product lineup to expand horizontally, and Kaiyi is more than enough and insufficient in this regard.
When the 2018 Kaiyi X3 was officially launched, it was expected that unprecedented changes would occur. However, what is surprising is that the new car has only been adjusted and upgraded for the appearance, interior and configuration, and has been criticized for being insincere to be old.
To the present Xuanjie and Xuandu's body, Kaiyi has never been able to get out of Chery's shadow, when the new car conference of Xuanjie, Pier Luigi Ferrari, director of Xuanjie, said that Xuanjie is the crystallization of the elements and trend culture loved by young people, whether it is the front face design of "Triumphal Wings", or the suspended roof and fluid sculpture-style body, which makes Xuanjie glow with a dynamic and cool fashion atmosphere.
However, through comparison, it can be found that Xuanjie is obviously based on the Tiggo 5X, by changing the appearance and adding some mobile Internet technology applications. The three major pieces, the gearbox, the chassis and torque suspension, and even the tire size are exactly the same. Similar to chery's transition, the consequences are not only increased internal friction, but also failure to go out of their own independent path not only makes the sales downturn but also seriously damages the brand.
Strongly inject the concept of "value marketing", can Kaiyi really turn over?
Objectively speaking, the senior management of Kaiyi is well aware of the degree of dependence of Kaiyi Automobile on Chery's technology, which makes Kaiyi lack core support in terms of products and brands. In the face of the high-handed automobile market, Kaiyi has never shown hard power to compete with opponents.
Whether it is design, intelligent configuration or engine technology, Kaiyi does not have the strength to build a moat. According to the current product strength and brand power, Kaiyi does not say that it stands out in the same level, and even the future survival can not see any hope.
The joining of Guo Deqiang has brought a little vitality to Kaiyi, after all, he has been a "marketing veteran" who has struggled for more than 30 years in FAW Toyota, FAW Hongqi, FAW Car, and FAW Mazda. However, seeing the countermeasures taken by this marketing veteran makes people doubt that the value marketing that once tossed a horse to life is worse than death can be tested on Kaiyi's body?
Guo Deqiang previously said in an exclusive interview with the media that he wanted to build Kaiyi into a "domestic Mazda". Not to mention whether the future of Kaiyi can become a small and beautiful brand with distinctive products and many fans like Mazda. From Guo Deqiang's words, we can feel the attitude of contempt, it seems that the small temple of Kaiyi can accommodate a big Buddha without worrying about incense.
The question is, mazda as a former first-line brand is so beautiful, now? Marketing does not reflect the value but falls into a place of doom? If Kaiyi really pursues this concept, is it an opportunity or an acceleration towards extinction?
Online car reviews believe that Kaiyi Automobile is slightly silent in the market, and although the fierce competition in the current automotive industry is related to its insufficient investment in marketing, it is by no means to the point of desperate bets. The bloody lesson of value marketing in a horse has been recognized as inaction marketing, and then it will accelerate the folding wing of Kaiyi. At that time, Kaiyi will not only have to face many challenges in the current fiercely competitive environment of China's automobile industry, but also create a young personalized brand in China, and the dream of sharpening the economic customer base again will eventually become a bubble.
Yan Yan Wen
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