When China's head independent brands have crossed 1 million sales, how to really become bigger and stronger has actually been a problem lingering in the hearts of head independent brands including Great Wall, Geely, Chang'an and so on.
How to adjust the product structure and increase the proportion of mid-to-high-end models?
Should we be conservative or radical about the transformation of new energy?
How to lay out the core technology and transform it into product power and brand power?
Even the expansion of overseas markets, as well as the face of multiple challenges such as lack of cores under the epidemic, for China's head independent brands, the annual sales volume is not so easy to hand over.
In 2021, Great Wall Motors sold more than 1.28 million units, an increase of 15.2% year-on-year, overseas markets, Great Wall sales exceeded 140,000 units, an increase of 103.7% year-on-year, and the cumulative sales of new energy vehicles were 137,000 units, an increase of 140% year-on-year.
By brand, the Haval brand still contributes the largest sales, with 770,000 units sold in 2021, Euler selling 135,000 vehicles, Wei branding 58,000 vehicles, tank brands selling 84,600 vehicles, and Great Wall pickup trucks selling 233,000 units.
If you combine the key events of Great Wall Motors in 2021 with the performance of Great Wall Motors in all aspects, you may be able to better understand the changes behind Great Wall Motors' performance.
"Baoding International Auto Show"
In 2021, the most lively booth of domestic large and small auto shows is Great Wall Motors. Starting from the release of the tank brand at the Shanghai Auto Show, the Great Wall sub-brand layout booth, and each brand is very personalized and expressive, the Chengdu Auto Show under the influence of the epidemic is even more dependent on the Great Wall to pull the heat, the Guangzhou Auto Show at the end of the year, the Great Wall enterprises still maintain the momentum of the five major brands to blow up the street, and also released the high-end brand salon.
Great Wall Motor's five major brands not only have a clear market segment, but also refine the division of the audience, although Great Wall Motors is becoming more and more unusual in product naming, but the high recognition of the model is almost unforgettable.
Tank brand almost every model is a hit, tank 300 a car is difficult to find, tank 500 hot collocation actually let scalpers smell business opportunities, scalping orders to earn the difference, for this great wall had to issue an abnormal order announcement, revise the booking process.
In 2020, Great Wall Motors has successively released three major technology brands of "Lemon", "Tank" and "Coffee Intelligence", and the capabilities of the three major technology brands have begun to be verified in terms of product performance in 2021.
From the product level, although the Haval brand still accounts for the largest proportion of sales, Haval, Tank, and Wei brand all have products based on the new platform.
The third generation of Haval H6, Haval Big Dog, Haval Divine Beast, etc., are all new products created based on the lemon platform. Weipai borrowed coffee smart and lemon DHT, aiming at the new positioning of PHEV.
According to the data, as of now, the sales of new models equipped with the three major technology brands have accounted for nearly 50%.
At the major auto shows, the Great Wall showed not one marketing competition after another, but the product strength driven by new technologies, these new products have a more segmented consumer group, distinctive personality, and also accelerate the pace of the Great Wall to multiple market segments.
Shout out the strongest transformation goals
In recent years, traditional car companies have experienced confusion, trial and error in the transformation to new energy. This also makes traditional car companies appear too traditional in the new energy vehicle market. The Great Wall also had such a stage.
From the perspective of sales in 2021, although the overall contribution of Euler and Weipai to the sales of Great Wall Motors is not large, from the performance of Euler and Weipai, it can be found that Great Wall Motors is standing on the transformation node of new energy vehicles.
Last year, BYD set off the prelude to the first year of its own brand hybrid, Weipai Mocha, Macchiato DHT, Macchiato DHT-PHEV, latte DHT have been listed, Mocha DHT-PHEV also officially opened pre-sale in early 2022, with the landing of products at this stage, Weipai directly positioned the high-end intelligent new energy track, and the hybrid was upgraded to the brand strategy level.
On January 14, Mocha DHT-PHEV opened pre-sale
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On January 14, Mocha DHT-PHEV opened pre-sale
In 2021, the Great Wall is shouting the slogan of change while maintaining sufficient combat effectiveness.
At the end of June 2021, at the Great Wall Technology Conference held in Baoding, Great Wall Motors released new technologies such as the intelligent wire control chassis, GEEP series electronic and electrical architecture, 1+2+N travel space design architecture, the third-generation automatic driving computing platform ICU3.0, and the free open patent of Dayu Battery.
In terms of power technology, Great Wall Motors also launched and mass-produced the first high-end powertrain of Chinese automobile brands - 3.0T+9AT/9HAT super powertrain, the first model was tank 500; and lemon hybrid DHT technology was successfully applied in Weipai Machiduo DHT, Weipai Latte DHT, Haval Chitu Hybrid DHT Version and other models.
Counting the salon brand that has been publicly unveiled at the Guangzhou Auto Show, the first appearance is a unique positioning of the mecha chariot, in the next few years, Euler, Wei brand, salon brand for the Great Wall new energy vehicles will bring not only sales increases, but also represent the Great Wall in the intelligent, electrification of the technical capabilities of innovation.
This year's science and technology festival, let us see the transformation of great wall motors to technology companies more resolutely.
How far we are from a trillion-dollar market cap
The capital market has seen a series of changes in Great Wall Motors over the past year.
At present, the market value of Great Wall Motors is 420 billion yuan, and throughout 2021, Great Wall Motors' stock price has risen by more than 30%, and its current market value in China's auto sector is second only to BYD.
In the past, Great Wall Motors gave the impression of a Chinese brand that would only sell SUVs. But now, from the frequent explosions, to the overseas market force, and to the goal of 600 billion yuan in revenue by 2025, Great Wall Motors has shown its strength to the capital market at the node of transformation.
At the same time, in addition to existing brands and products, Great Wall also has a forward-looking layout in hydrogen energy technology.
When we continue to see an automotive company constantly refreshing its past impressions, constantly demonstrating its technological innovation capabilities, and showing unique competitiveness in product segments, it actually shows that this automotive company is practicing a correct direction.
Since Tesla broke the myth of Toyota's market capitalization, the capital market has begun to show different evaluation standards for traditional car manufacturers and smart car manufacturers. This is actually a challenge for large-scale traditional car companies: they must ensure that the scale is not left behind, but also to ensure sustained profitability, the existing market size means that in the scientific and technological innovation can not be too bold, and the new car companies even if the continuous loss, their business model and technological innovation, can still provide a greater imagination space for the capital market.
Therefore, for traditional car manufacturers, how to tell a good innovation story is actually more difficult.
Who will create the myth of the market capitalization of Chinese car brands?