After the Lunar New Year, the major car companies' conferences followed, in addition to the release of new cars, many brands also released their own new stage of brand strategy, such as the recent Wuling brand. On March 1, Weipai Mocha DHT-PHEV was officially listed, and the leaders of Weipai revealed a lot of information to us at the listing conference held in Sanya and the group visit after the meeting, including brand strategy, new product planning and so on. Because the amount of information is too large, we have also sorted it out, mainly the following points:
First, Wei brand should shift from "high-end brand" to "high-end new energy brand", that is to say, the products launched by Wei brand in the future will be built around DHT-PHEV technology. Traditional fuel-powered models will gradually disappear from the Wei brand product array.
Second, Wei Pai has undertaken the mission of the Great Wall Group to rush upwards since its birth, and it will remain for a long time to come, but this time it is only to switch to the new energy track. In the future, all the resources of the Great Wall Group will also be inclined to Weipai, and strive to let Weipai drive other brands to break through upwards.
Third, Weipai users should turn to high-end, focus more on the new middle class in first- and second-tier cities in the future, and strive to increase the proportion of additional purchases and repurchases in first- and second-tier cities. Taking the Mocha DHT-PHEV listed this time as an example, many products will be raised from the price range of 200,000 yuan to the price range of 300,000 yuan after the Wei brand, and compete with traditional luxury brands and new car-making forces.
Fourth, in the European market, Weipai chose the extremely difficult German market, rather than the Norwegian market that many other Chinese brands chose first. The purpose of this is to set the most stringent international standards as the most basic standards of Weipai, and use the access policy of the world's highest standard market to require Weipai's technology, products, brands and other system-wide capabilities. It makes more sense to achieve this global standard in order to better serve consumers than to pursue short-term sales.
Fifth, in 2022, Weipai will focus on creating three major product series, namely coffee intelligence, retro dream and MPV series, there will be many new products, please wait and see.
Finally, let's talk about some of our views on the transformation of Weipai to high-end new energy brands. We all know that Wei Pai is the earliest high-end brand with upward breakthrough in Chinese brands, and by now, almost all of its own brands are doing high-end brands or seeking upward breakthroughs. It can be seen that the Great Wall was still very far-sighted at that time. Of course, over the years, Wei Pai has encountered many difficulties, and it is not an easy road to take.
This time Wei Pai turned to high-end new energy, the process is difficult, should be no less than the degree of road obstacles they have traveled in the past five years or so. As Wei Pai himself said, this should be a "second venture". First of all, in terms of Chinese brands, many now have their own new energy technology, and even have their own high-end brands, and the new forces of car manufacturing are a large unreasonable disruptor camp, which is really a strong hand. And the brand up, the product to the 300,000 yuan price range, the influence of traditional luxury brands such as BBA in the hearts of Chinese is really not a joke, the competitive pressure is definitely much greater than the previous 200,000 yuan level and Volkswagen, Toyota and other competitive pressure is much greater.
The key to success is nothing more than three points: brand image building, product hard power, community and service. I hope that in 2022, Weipai can bring us something breakthrough and unique in these three aspects.