The current Chinese auto market is in a period of deep shock adjustment. On the one hand, the market consumption upgrade signal is strong, and the trend of consumer rejuvenation is obvious; on the other hand, the tide of new energy is rolling in, and the rapid development of automatic driving technology. Many traditional automobile companies have fallen into difficulties in this transition period, but some manufacturers have a unique vision and have found a breakthrough.
On the evening of the Eighth Festival on January 10, 2022, Chery Holdings Jietu Automobile held the first travel + conference and Jietu brand night event in Fuzhou, and announced sales in 2021: In 2021, Jietu Automobile sold 154077 vehicles in the whole year, an increase of 17.9% year-on-year, and sold more than 10,000 for 12 consecutive months. As of the end of December 2021, cumulative sales have reached 463814 units.
Yin Tongyue, Chairman of Chery Automobile, said: "As the innovation pioneer of Chery Group, Jietu 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. ”
With more than 460,000 vehicles sold in 40 months, from a model sequence, to an independent brand, to the group's top soldiers, how did Jietu Auto achieve this triple jump?
Automotive observers believe that deeply cultivating the travel segment is the source of the success of Jietu Automobile.
Precise brand positioning
From the very beginning of its establishment, Jietu has established the brand proposition of "defining the journey with actions". Aiming at the differentiated positioning of unique market segments, Jietu Auto innovatively proposes the "Travel +" strategy to meet the ever-increasing travel needs of users through the ecological layout of the whole travel industry chain that combines people, vehicles and scenes.
This shows that the target consumer group of this brand is positioned in the travel segment with increasingly large groups. This undoubtedly opens up a blue ocean in the car market.
At the travel + conference that night, the analysis of professionals including the China Adventure Association also corroborated this view of car observers.
Liu Zhaohui, vice president of the China Adventure Association, said in a speech that from 2017 to 2020, the average annual growth rate of China's self-driving tour market was as high as 30.23%; in the post-epidemic era, 70% of users chose self-driving tourism, and the number of self-driving trips in January-May 2021 was 270 million, an increase of 105.8% synchronously, and it recovered to 108.1% in the same period before the epidemic.
According to Vice President Liu Zhaohui, among self-driving travel consumers, the post-80s/90s and Z generations are the main force of self-driving tours; mainly peripheral tours and urban tours, with obvious family travel characteristics; short- and medium-distance self-driving tours are still the mainstream, the main force of consumption pursues quality, about 60% of users travel by car for 2-8 days, the mainstream of short- and medium-distance self-driving tours, self-driving peripheral tours within 3 days account for about 40%, becoming the most popular choice, self-driving travel consumption of more than 10,000 yuan increased by 3% year-on-year, and post-80s and post-90s as the main consumption force of self-driving tours , more and more pursuit of quality travel.
Therefore, Jietu is positioned in the travel segment, not on a whim, but supported by big data and market research. This also finds a huge target consumer group for Jietu auto products.
Exquisite product planning
When the automobile market is in a seller's market, having more children and fighting in groups is a strategy adopted by many car manufacturers. However, when the automotive market is in a 100% buyer's market, the drawbacks of this strategy begin to appear.
Because of the upgrading of the consumer market, consumers are getting younger and more picky, and personalized needs are prominent. This requires manufacturers to be more refined and more targeted in product planning.
Jietu Automobile is such a practitioner.
From Jietu X70, to X90 to X95, from Jietu Zhuge to Jietu Zilong, to Jietu Dasheng, it is all around the brand positioning of travel, closely following the target consumer population in product planning and layout.
This brand night event, Jetway T-X officially unveiled. As the first concept car of T product sequence, Jietu T-X has planned multiple models such as hardcore off-road and luxury off-road according to different user use scenarios, 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 and tailor-made for travel users. According to the plan, the first model of the T product series, the T-1 (code name), is expected to be launched in 2023.
At the event site, there are also 4 modified models based on different user use scenarios to make simultaneous appearances, from single elites in the workplace to couples who create a better life, from fishing families who send love to landscapes and rivers to parent-child outings that enjoy the heavens, Jietu will achieve full coverage of user car scenes, bring users more personalized and diversified choices, and practice the "travel +" strategy in multiple dimensions.
Based on the rapid growth of "Jietu Speed", Jietu Automobile officially released the layout of X, T, P and V product sequences at this travel + 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.
It can be seen that in the current automobile market, the products should be exquisite, not more. Jietu's X70 Zhuge and X90 Zilong are winning with refinement, which quickly become a hit in the travel SUV market.
Marketing precision
With the advancement of science and technology, we are in an era of information explosion. A variety of communication media, three-dimensional communication channels, so that we receive a variety of information. As the marketing of the automotive industry, it is to spread the core information of the brand and product to the target consumer group at the fastest speed and the best channel. In this way, we can save time, save costs, and achieve double the effect with half the effort.
Jietu's marketing mainly focuses on the target consumer groups of the travel market segment, and quickly narrows the distance between the product and the target consumer group through the three most marketing of "the most understanding of customer needs, the marketing closest to customers, and the most pleasant customer experience". And rely on product co-creation, brand co-creation, ecological co-creation, so that users really approach Jietu Automobile.
At present, Jietu Automobile has built 80 "Travel +" ecological alliance units, and according to the plan, it will be expanded to 100+ in 2022.
By expanding the travel ecosystem, we will continue to expand the travel market segment cake. At present, the number of Jietu APP users has reached 340,000, nearly 200 travel peripheral products, and sales of 1 million+ pieces. Let more consumers who are keen on travel buy their favorite SUV products.
Automotive observers believe that accurate brand positioning, exquisite product planning, and accurate marketing enable the core information of Jietu Automobile to quickly and accurately reach the target consumer group of the travel, resulting in brand recognition and product purchase. This is also the main reason why the monthly sales of Jietu Automobile have exceeded 10,000 for 12 consecutive months.
The owner service is excellent
The current automotive after-sales service is no longer just the maintenance and repair after buying the car, but runs through the entire process of pre-sale, sale and after-sales. The service became fan management and customer operation and maintenance.
Jetway has created several special events that are unique to the target consumers on the road, including Jietu Family Banquet, Jietu Fan Conference, Jietu Self-driving Tour, etc., all of which are exquisite products. Jetway has held a total of 1,800+ travel experience activities, more than 100,000+ people experience, covering more than 20 provinces and more than 100 cities, through novel and interesting activities, so that "Jietu users" become "users' shortcuts". 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.
These after-sales service measures can be described as exquisite, jumping out of the traditional rules and regulations, turning users into in-depth experience officers, and opening up an important channel for the improvement of Jietu's popularity and reputation. This is also a major reason for the rising sales of Jietu.
Write at the end:
In 2022, Jetto's sales target is 200,000 units, and in 2026, Jetto's sales target is one million units per year. Li Xueyong, deputy general manager and general manager of the marketing center of Jietu Automobile, said, "Jietu Automobile 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 through 100% direct user, 100% direct user connection and 100% user direct evaluation; and build a brand around new media platforms such as Jietu Auto APP, Douyin, Guanwei and Guanbo." , organized, positional, content user operation pattern. ”
It is believed that with the continuous expansion of the travel market segment, the continuous expansion of the travel ecosystem, and the continuous expansion of the user experience, these two goals will be successfully achieved by Jietu Automobile.
(Author: Chen Xi)