At the beginning of 2022, although there are still problems such as the epidemic, lack of cores, and rising raw material prices that have enveloped the entire automotive industry, this has not affected the optimistic expectations of institutions, media, experts, etc. for this year's auto market, and Jietu Automobile is one of them.
As early as the Guangzhou Auto Show, Jietu Automobile has announced that it will lock its sales target for 2022 at "ensuring 200,000 and striving for 300,000". Recently, at the night of the Jietu brand, Jietu Automobile announced that it will achieve annual sales of one million vehicles by 2026.
Combined with the annual sales of 154,077 vehicles in 2021, the annual sales of Chery Holding Group, the parent company of Jietu Automobile, is 961,926 units, and the highest sales record since Chery's establishment 24 years ago, the sales target set by Jietu Automobile for 2022 and 2026 is shocking to everyone, which is obviously unrealistic in the eyes of some people.
But in the author's opinion, this is jietu forcing its own survival philosophy, because at present, there is no living space for small wealth and security in this market, and if it does not reach the annual sales scale of millions, it will eventually face the situation of being eliminated.
After the brand night, in a small-scale conversation meeting held by Jietu Automobile, Volkswagen Kanche had an in-depth exchange with Li Xueyong, deputy general manager of Jietu Automobile and general manager of the marketing center, on the sales targets previously announced by Jietu Automobile. As always, he is full of confidence in the goal of nearly doubling the growth of 300,000 vehicles in 2022, and thinks more about how to achieve the goal of one million vehicles and truly achieve the new force of traditional cars.
In 2021, the terminal sales capacity will be 175,000-180,000
Speaking of the sales target of "ensuring 200,000 and striving for 300,000" in 2022, Li Xueyong believes that this goal is very likely to be achieved, and interprets the target from the existing sales ability and future sales trend of Jietu.
First of all, Li Xueyong said that the total sales volume of 154,077 vehicles in 2021 is the departure data of the main engine factory to the dealer, not the terminal transaction data.
At present, there is an inversion of the vehicle inventory of Jietu automobile terminal dealers, that is, the inventory at the beginning of the dealer end is higher than the inventory at the end of the year, which is equivalent to some cars have been sold from the dealer library to consumers, but the main engine factory has not yet issued this part of the car to the dealer.
This kind of inversion, in 2021 in china more than 20,000 vehicles, international is close to 10,000 vehicles, Li Xueyong believes that the actual sales capacity of Jietu automobile terminals is now 175,000-180,000 vehicles.
At the same time, because there are about 30,000 inverted vehicles, the sales target of 300,000 units of Jietu Automobile in 2021 is actually only 270,000 vehicles. From the actual sales capacity of 180,000 terminals in 2021 to the actual sales target of 270,000 vehicles in 2022, it is estimated that it needs to increase by 50%, for which Li Xueyong believes that there is a great opportunity.
"First, in 2022, there will be a new car Jietu Dasheng listed, and the sales volume of Jietu is in a good momentum. From April to September 2021, it has doubled every month compared to last year. ”
However, Li Xueyong also said bluntly that the biggest threat to completing this goal now is in supply, resources, and chips.
Achieve annual sales of millions in 5 years? Li Xuecheng frankly chen has three difficulties
However, even if the sales volume of Jietu can be achieved according to the target in 2022, it is still incredible that Jietu will achieve annual sales of one million by 2026.
It should be known that for independent brands, the annual sales of millions of dollars can only be achieved stably in the first camp of Geely Automobile, Great Wall Motors, and Changan Automobile.
In 2021, Geely Automobile's cumulative annual sales were 1,328,029 units, Great Wall Motors' 1,280,993 units, and Changan Automobile's 1,204,199 units. Chery Holding Group, the parent company of Jetway Automobile, will have a total sales volume of only 961,926 units in 2021, including Chery Automobile, Xingtu Automobile and Jietu Automobile.
Li Xueyong is very optimistic about the SUV market that Jietu is mainly engaged in, and he estimates that the total number of independent brand SUVs in the next three to five years can be 6 million from the current more than 4 million, of which hardcore off-road vehicles will account for one-third, and Jietu's first hardcore off-road vehicle will be listed in early 2023.
It seems that the development potential of the market and the market response brought by existing models make Jietu's million target sales seem less out of reach.
However, in the exchange, Li Xueyong also shared frankly that in order to achieve annual sales of 1 million vehicles, There are three difficulties in Jietu.
The first is the transformation from traditional car companies to user-oriented enterprises, from engineer thinking to user thinking, and whether there is really a service ability for users. For example, whether the first row of the car should have a hook to hang spicy hot for users, whether there is a special umbrella storage place, and whether the trunk cover can be made into a table that can withstand more than 100 kilograms of force and be equipped with two chairs to facilitate the outdoors.
"I'm giving these examples to illustrate how you can make a real difference from the engineers themselves, rather than through customer feedback. This may have something to do with our traditions and origins, and I think it's a matter of transformation. As long as it is transformed, it will turn the original disadvantage into an advantage. ”
The second is whether you can really integrate into the customer and treat the customer with heart. Li Xueyong believes that this is the foundation for the great development of an enterprise, and it cannot be virtual or play with flowers. To let users have a sense of participation and discourse, just like the naming of Jietu New Car Dasheng, more decision-making power should be given to users, which is the ability of the entire system to truly serve customers.
"I think the second point is a key factor for us to sell 1 million units, we are pushing the 'three 100%' project internally, including 100% direct customer, 100% user reviews and so on. It is under strong pressure, it has a role, but I think it needs to be changed in essence. ”
The third is to implement the "travel +" brand positioning and the ecological landing of "travel +" that Jietu has been practicing, and to find partners who have valuable resonance and the same cognitive points for travel.
Li Xueyong believes that the core of the 2022 sales target is in the chip, and the above three issues to be solved will not only affect 2022, but also affect whether Jietu can achieve the scale of 1 million vehicles.
"I think that only by doing all this can we truly realize the new forces of traditional enterprises that Mr. Yin (Yin Tongyue, secretary of the party committee and chairman of Chery Automobile Co., Ltd.), and can we truly solve the shortcomings and problems of traditional enterprises."
A dark horse in the market of self-owned brand SUVs
Jietu Automobile is a brand of Chery Holding Group. In July 2021, Jetway Auto officially became an independent brand from a product line of Chery Automobile. Since its establishment on January 22, 2018, Jetway Has only been 4 years.
In the first year of its establishment, with the two models of Jietu X70 and Jietu X70S, Jietu was listed in the first model for only 4 months, setting a sales record of 40,007 vehicles, becoming a dark horse in Chery Automobile and even china's SUV market.
Soon, In December 2020, Jetway passed the cumulative sales mark of 300,000 vehicles, becoming the first Chinese brand to achieve 300,000 sales in 28 months. As of December 2021, Jetway has sold more than 470,000 vehicles.
Although it has been questioned since its birth, with its clear and unique brand and product positioning, as well as ultra-cost-effective and pragmatic and efficient marketing capabilities, Jietu Automobile has stubbornly grown in the market where many traditional automobile brands have disappeared, which has surprised us and become a jietu phenomenon.