I believe that everyone knows that neighboring Russia has one of the world's top two heavy industry strength, but in terms of car manufacturing, because the automobile industry involves multiple levels of industrial chain, testing the comprehensive industrial strength, Russia is not good at this aspect.
This short board has naturally become a fertile soil for mainland brand depots to take root and sprout, so there are many depots that have set up factories and sold cars in Russia, and Great Wall Motors is one of them!
125% Up！
Are independent brands doing well in Russia? Great Wall Motors gave a data - in 2021, Great Wall Motors sold 39,000 new cars in the Local Market of Russia, an increase of 125% year-on-year, and the market share increased by 1.2%, making it the champion of Chinese automobile brand sales in the Russian market and the top ten sales of all automobile brands.
Well...... You know the answer!
But what Xiaobian is more curious about is why Great Wall Motors can grow so fast in Russia? After research, I summarized three items: 1, product iteration is new and fast. 2. Intelligent technology function. 3. Novel marketing methods.
The first of them believes that everyone knows that the pace of product updates of independent brand car manufacturers in recent years is like hanging up, also in Russia, Great Wall Motors launched the 2021 Haval H9 in March last year, launched Haval JOLION (that is, the first love in China) in moscow in the form of fan co-creation conferences in May, and launched the Great Wall Cannon in June. The continuous freshness is also equivalent to brushing the sense of existence, which naturally helps product sales!
As for the intelligent technology equipment, in this regard, if the independent brand car manufacturers say the second, it is estimated that few national car manufacturers dare to call the first. For example, JOLION is equipped with a new lemon technology platform and is equipped with intelligent technology configuration, which is naturally attractive to young Russian consumers.
How to quickly respond to market demand and flexibly follow up on market demand? Independent brand car manufacturers have learned full experience from local production, and Great Wall Motors naturally adopts this approach in Russia - to achieve local production of Haval F7, F7x, H9, JOLION and other models at the Tula plant.
In addition, Great Wall Motors is currently building an engine plant in Russia, which is scheduled to be completed and put into operation by the end of 2022, with an annual output of 80,000 engines, and provide engine production and assembly for more than 90% of Haval models produced in Russia.
With the factory as the foundation, the depot can more flexibly adjust the production plan and product configuration according to the local market demand in Russia, and create a model that is more suitable for the tastes of Russian consumers.
Tempered by brutal marketing battles
In Russia, it can burst out of flowers
If we talk about the most fierce marketing war in the world at present, China can definitely rank among the best! Independent brand car manufacturers have experienced the baptism of vicious war for many years, and after turning into Russia, it is naturally easy to put the consumer market... The link is accurate, just like Great Wall Motors, through the release of JOLION to achieve co-creation of topics with fans, and also became the first Russian car brand to enter the field of e-sports, sponsored the Russian DOTA 2 team Virtus.Pro, and cooperated to launch the JOLION series of videos "hello model", further integrated into the lives of young Russian consumers.
Douyin is very popular in China, and the Great Wall Motor Haval brand naturally does not let go of TIKTOK spread in Russia, and at the same time, it also cooperates with the Russian supermarket brand METRO offline to promote online and offline. In the field of fashion, the Haval brand sponsors the Russian trend magazine OK! "2021 Person of the Year Awards Ceremony, and titled "Best Breakthrough of the Year" award.
Because of the above flexible product layout, multi-faceted marketing communication, and excellent sales performance, the Haval brand won the "Chinese Brand Leader" award issued by the local automotive media "Za Rulem"; Haval JOLION won the 16th National "2021 SUV" Award of the Russian 4×4 Club.
From the example of Great Wall Motors, it can be seen that independent brand car manufacturers have a good development in the Russian market. In fact, not only Russia, Xiaobian once worked in South Africa, Europe... Many places have seen their own brand cars, although the current total amount compared to foreign long-established car manufacturers can not be compared, but I believe that with the strengths and advantages mentioned above, the future Chinese brand cars will have better prospects overseas, come on!
Come all come, don't you like it?