Since its launch at the end of December last year, Chery QQ Ice Cream has sold 9,984 units in the first full month of sales. Behind the glamorous achievements, there is another mystery. According to informed sources, although QQ ice cream adopts the factory direct sales model, the person in charge of the manufacturer's region has asked each dealer to use the name of the in-store salesman to make a big decision, hoping to complete the order task. After the car was listed, the dealer was required to buy the car in full with the name of the staff in the store, which was equivalent to "brushing the order" in disguise. After surveying a number of QQ ice cream distributors, the online car market learned that the so-called "brush order" accounted for as much as 30%-40%.
QQ Ice Cream adopts the model of distributor joining + direct sales, through the way of "agent", to expand the market coverage, so as to distinguish from existing channels. The "agency system" model has obvious differentiation, with digital drive, light input, "0" inventory, national unified price, high commission and other characteristics. Chery's intention to adopt the "agency system" is also obvious, that is, to make up for its lack of channel coverage and marketing network.
According to the data, Chery QQ Ice Cream sold 9,984 units in January this year, while the same level of competitor Wuling Hongguang MINI EV sold 26,682 units in January, which is 2.67 times that of QQ Ice Cream. As early as the end of last year, Chery officials announced that the order volume of QQ ice cream exceeded 70,000 units, and from the perspective of actual sales, there is still a big gap between the two. In 2022, Chery QQ Ice Cream sales target is 300,000 units.