We laugh at ourselves: travel is not to go from where we are tired to where others are tired, while consciously planning where we will go for the next holiday.
In addition to the scenery of the destination, the experience along the way, the perception of seeing trees, telephone poles, villages retreating until they disappear from sight is also the meaning of travel, and modern people who pay more and more attention to spiritual consumption will definitely spend more time on the journey.
Jietu is aware of this, when it is still a sequence product, in the name of "tourism +", began to expand its own ecosystem, play out its own personality, and then appeared under the name of an independent brand.
Look, its name "JETOUR" comes with "Travel".
Compared with the story of the genius reaching the top, the story of the shortcut of counterattack and breakthrough may be more exciting.
Jietu, as a test product of Chery Group, was born in the cold winter month of 2018. The automotive industry, which has gradually turned into the "stock market", is not a boom, not to mention, at that time, everyone was still waiting to see the "jokes" of Chery sub-brand Kaiyi and Qoros.
Jietu has appeared in such a low-key way, the reason why it will take the birth of Jietu as a breakthrough, in addition to the background of the industry entering the depressed period, but also because the trend of high-end and electrification has begun to emerge, although Jietu is clearly positioned, it is inevitable that it will have a head-on confrontation with its brother Tiggo.
In addition, at that time, the SUV market was already a red sea, the Great Wall, Changan and other independent brands only in and out, the joint venture brand SUV has been introduced into the Chinese market, it is not easy to kill a blood road in the red sea of fuel SUV.
But Jetwalk did. Who would have thought that in four years, Jietu has more than 460,000 users and more than 6 million fans, and has a product matrix of X70 and X90 two star series.
The speed at which Jietu occupied the market was unexpected, and the first model, the Jietu X70, sold more than 40,000 vehicles in only 4 months. Based on this performance, Jetway became an independent brand in July last year.
When Jietu is still a product sequence, it is feasible to rely on the big tree of Chery and quickly occupy the market through excellent "product strength" and "product-price ratio", but when it is independent, it must grow into a brand with practical responsibility, long-term strategy and personality characteristics.
From the perspective of Jietu's sales, earlier a car can break through 10,000, and now three or four cars are also breaking 10,000, not that the product has regressed, but that the competition is increasing, so deepening the "tourism +" strategy is the mission of the Jietu brand, and it is also the second breakthrough of Jietu.
At the brand night of Jietu Automobile, the layout of the scene and the content of the leader's speech are still inseparable from the element of "journey", and the product planning and service layout released by it are closely related to the tourism market.
It can be said that Jietu has realized, and it can also be understood that Jietu's desire to survive has become stronger.
Each step forward will be more difficult, the challenge will be greater, but it is gratifying that Jietu from the initial temptation of the establishment to the firmness of the brand independence, let it be more mature in its own market segment, the tone of the brand is guaranteed, and the positioning in the user's mind is clearer and clearer.
Blindly pandering to young people will only become followers, and making their own characteristics can really attract them and win recognition.
In the face of the increasingly young consumer market, Jietu can't find the crowd yet, and must use its own playing style to attract them to actively participate, spontaneously spread, and form a traffic pool.
As a cutting-edge SUV brand, I see the potential of Jietu, from its performance in product planning and marketing strategy, in the new journey, decrypting traffic passwords, taking the wild road out of the circle, is its growth route.
In terms of future product planning, Jietu officially released the layout of X, T, P and V four major product sequences, which are mainly SUV, hardcore off-road, hardcore pickup, and MPV models.
The release of this plan also marks the official opening of the "4+3+N" product matrix era of Jietu Automobile. That is, SUV series (Jietu X-1, Jietu X-2, Jietu X70, Jietu X90), cross-border series (Jietu hardcore off-road, Jietu hardcore pickup truck, Jietu MPV), hybrid series (all products synchronous planning hybrid and living space series).
The biggest feature of this product matrix is to focus on the "travel +" market segment, continue to create "travel +" product features, and become an indispensable choice for users who like holiday travel.
There is no "Jietu", and if you want to put the label of "travel +" into the user's cognition, you must be down-to-earth and make real efforts.
At the product level, it is necessary to create a "travel +" product characteristic that constantly adapts to users in the new era, and use Chery technology to ensure product stability and safety, while also strengthening intelligent and healthy product labels.
The Kunlun architecture unveiled at this event is the result of Jietu combined with Chery's platform architecture to tailor the positioning of "Travel +", which is more intelligent than Chery's existing ones, has stronger evolution capabilities, and can connect more travel scene needs.
Specific to the model, the unveiling of the T-X concept car code-named Jietu best reflects Jietu's brand slogan: defining the journey with actions.
Hardcore body, rough lines, off-road tires, body length exceeded 5 meters, the price range covers 150,000-300,000, directly benchmarking tanks, in addition, the T product sequence represented by this car will also launch hardcore off-road, intelligent off-road, luxury off-road and other models in the future, giving users more choices of hardcore off-road vehicles.
At the marketing level, Jietu seems to be more playful than its old owner Chery.
In January this year, the new SUV code-named X-1 was officially named "Dasheng" after 38 days of creative name campaigns.
In addition to Journey to the West, Jietu's name has not spared the Three Kingdoms, from the X70 PLUS Zhuge edition to the X90 Zilong version, the sense of existence of Jietu is getting higher and higher.
It remains to be seen whether such a style of play can continue to bring freshness to users and whether it can effectively broaden the boundaries of "travel +". But the pattern is undecided, and such an attempt by Jietu is still worth encouraging.
Co-creation with users is not a new word in the car circle, but there is a lot of room for the shortcut to enter the "travel +" segment.
Many car companies in the operation and maintenance of users, most of them learn from the new forces of car companies, many methods are the same, but for the shortcut with a clear target group, all attempts are new and innovative.
Since the goal is to look at the journey of the far side, Jietu is bound to cooperate across borders, continuously expand the "travel +" ecosystem, integrate the well-known domestic tourism industry resources, and provide protection for users to travel, without worries.
The reason why Jietu claims to be the pioneer of the "travel +" category is because it spends more time on the "road" than any car company.
In the past 40 months, Jietu Automobile has built a network of 1800+ homes, and basically built a 50-kilometer car purchase circle nationwide.
It has nearly 50 "Travel +" ecological alliance partners, such as Tuju, Fangte, Ctrip and other well-known tourism IP, and also gathers pathfinder, Hongxing Erke, Qiuyedi, Fuguang and other partners to provide users with professional products and services. In addition, in the Jietu APP, there are also "Jietu Road Books" created with users for reference.
At the event site of the brand night, we can see the cross-border display carefully created by Jietu Automobile and partners such as Fantawild and Qiuyedi, and also let us see the diversified and personalized scene experience of future travel.
Jietu understands that technology is cold, and it can really warm others by seeing future life scenes.
Escort the user's journey, but also communicate emotions from time to time. In the past 4 years, Jietu Automobile has created 5 major user experience IPs such as 818 Fan Culture Festival, Jietu Family Banquet, Car Owner Self-driving Tour, Beer Lobster Festival, and Jietu Ecosystem Experience Day.
Objectively speaking, these five IPs are not very out of the circle, but I have heard a lot of related stories.
At the Jietu family banquet, a user suggested that he often went fishing at night, hoping that there would be a lamp on the top of the trunk. Li Xueyong, deputy general manager of Jietu Automobile and general manager of the marketing center, said that when it is iterated on the product, this is added.
Although the approach may not be clever, it also shows that the young Jietu is on the right track on the road of user co-creation, and knows how to guard the user's journey more carefully.
In terms of future brand goals, Jietu Automobile has also proposed to achieve a sales target of one million vehicles by 2026, of which 700,000 units in the domestic market and 300,000 units in overseas markets.
For a budding new brand, this goal is a bit "grand", you know, for independent brands, the annual sales of one million only Geely, Great Wall, Changan and other car companies in the first echelon can be steadily achieved.
Ambition is also determination. Since Jietu is on this "traveling" boat, it can only sail forward and ride the wind and waves. Since he has chosen "far away", he only cares about the wind and rain, continues to keep his original intention with ingenuity, maintains a sober insight into the times, and quickly responds to the needs of the times.
It is too early to judge that Jietu is a successful brand, but it must be a unique brand that constantly broadens its boundaries.