In recent years, with the continuous development of China's automobile industry and the strong rise of China's own brands, the acceptance of Chinese independent brands has also been greatly improved. In 2021, China's own brand passenger car sales were 9.543 million units, with a market share of 44%, up 6 percentage points year-on-year.
As a leading brand in China's automotive industry, Great Wall Motors can be described as one of the best, with new car sales of more than 1.28 million units in 2021, an increase of 15.2% year-on-year, breaking through one million sales and hitting a record high for six consecutive years, and outperforming the market in the case of extremely high market saturation. So what kind of supply and demand relationship will the hot momentum show in the terminal market? With questions, the editor went to the Great Wall Motor 4S store to explore the answer.
01
New cars are hard to come by
Customers would rather wait than change brands
On weekdays, the editor came to Chengdu Xinyao Great Wall Sales Company located in Chengdu Economic Development Zone, and as soon as he entered the lobby of the 4S store, he saw a busy and noisy scene. There are already more than a dozen groups of customers in the showroom watching and appreciating the car, and the salesmen are also busy introducing new cars and preferential policies to customers.
Xie Team Leader, head of the sales team of Xinyao Great Wall, told the editor that the current hot models of the Haval brand include the third-generation Haval H6, Haval Divine Beast, Haval Big Dog and Haval First Love, which are in a state of short supply, among which the third-generation Haval H6 needs to wait for 1-2 months to pick up the car after booking. When asked about the need to wait to pick up the car, and whether the consumer has unsubscribed, Xie team leader said that this phenomenon is rare. Asked why, Xie Group Leader said that it was Haval Automobile's brand stickiness and good reputation.
Xie group leader also mentioned: "The reason why the viscosity of the Haval brand is higher than that of competitors is mainly to speak with product strength. Taking the third-generation Haval H6 as an example, it has five major product characteristics of high value, smarter, safer, strong power and high quality, and the product has complete functions and high quality, which is well received by users. ”
Of course, whether the product is good or not depends on the user, Mr. Li, who has just signed a car purchase contract, when asked why he chose to buy Haval models, he replied: "First of all, the brand is strong, many relatives and friends around have purchased Haval cars; secondly, the product strength, the Haval big dog shape design I bought is very tough, a bit of hard SUV flavor, the power combination of 2.0T+7DCT has been used in a number of Haval models, strong power and high reliability; again is affordable, More than 150,000 yuan can have four-wheel drive mode, full-speed domain adaptive cruise, lane keeping and deviation warning, electric tailgate and intelligent vehicle system. The three points that Mr. Li said are probably also the common cognition of many Haval car owners, and they are the reasons for choosing Haval Cars.
02
Precise positioning
The five major brand matrices are strongly laid out
In the face of the ever-changing market and the continuous rejuvenation of the consumer population, it is difficult for a single brand to meet the different needs of many consumers. At present, China's auto market has entered the era of multi-brand coordinated development, and Great Wall Motors is a model student of multi-brand operation. It has five major sub-brands such as Haval, Euler, Weipai, Great Wall Pickup truck and tank, and also recently released the salon brand, each of which focuses on a market segment, on the basis of doing specialization, comprehensively builds a strong brand matrix effect of Great Wall Motors, and the overall "combat effectiveness" is further enhanced.
Third generation Haval H6
As the earliest sub-brand established in the Great Wall Motor system, Haval Automobile has naturally become the sales pillar of Great Wall Motors. In 2021, the Haval brand has sold 770,000 vehicles, of which the Haval H6 has sold 370,000 vehicles, and since its birth, the Haval H6 has sold 3.6 million vehicles, and won the SUV sales championship in the domestic market for 100 months, becoming a well-deserved "national god car". In addition, new cars such as Haval Big Dog, Haval Divine Beast and Haval First Love are hot on the market, helping Haval brand category strategy to advance.
Euler good cat
Euler Automobile, which has a new positioning as a "car brand that loves women more", accurately starts from "her economy", does a deep and detailed job around "her economy", and loves "her" to the extreme, which is deeply loved by female consumers. In 2021, the Euler brand sold 135,028 vehicles, an increase of 140% year-on-year, and in December 2021, its monthly sales exceeded 20,000 units for the first time, a record high, and it was firmly in the top camp of electrified vehicles. In 2022, the Euler brand will successively launch new members of the cat family such as ballet cats, punk cats, and lightning cats, and continue to stage product transformation.
Macchiato DHT-PHEV
From the transformation of "China's luxury SUV leader" to "a new generation of intelligent cars", Weipai has realized the dream of China's independent car brand advancement, and the cumulative number of users has exceeded 450,000. Especially after equipped with the two hard core technologies of coffee intelligence and intelligent hybrid DHT system, Weipai's new models such as Mocha, Macchido DHT, Macchido DHT, Macchiato DH-PHEV and Latte DHT show super product strength, bringing consumers a sensory experience that leaps to the next level. In 2022, Weipai will launch a retro trend car dream and create a new trend of retro.
Tank 500
With the "tide play off-road" new category positioning breakthrough tank brand, its popular "fried chicken" tank 300 has become a phenomenon-level explosive product, the listing has been in short supply, 2021 delivery of 84,588 vehicles. The tank brand accounts for more than 50% of the market share in China's off-road vehicle market, firmly occupying the top spot in China's hardcore off-road vehicle market. At the same time, the second model of the tank brand, the Tank 500, has also been officially listed, priced at 335,000-39.5 million yuan. It has realized the two major product matrices of "mecha technology" and "business luxury", and completed the comprehensive coverage from the compact to full-size, high-end off-road SUV market.
Great Wall Cannon
Great Wall pickup trucks sold 233,006 units in 2021, an increase of 3.6% year-on-year, of which the Great Wall Gun's single-month sales reached a record high of 15,117 units in December, with a cumulative sales volume of more than 10,000 in 18 months. The Great Wall Cannon has fully developed two major categories of fashion commercial and passenger leisure, and has successively launched the global version of the passenger gun, artillery, black bullet, brigade gun, locomotive gun and other models, and made a stunning appearance with new cars such as full-size pickup trucks, supercar pickup concept cars, and King Kong cannons at major auto shows. At present, the Great Wall Cannon has been listed in more than 50 countries and regions on four continents around the world, fully opening the first year of china's pickup truck globalization.
Mech Dragon
In addition, Great Wall Motors in 2021 incubated the salon car, the first in the industry to launch the "mecha technology category", officially entering the luxury pure electric car market. Sharon Motors' first model, the Mech Dragon, also debuted, setting off a mecha storm.
03
Continuous technology leadership
Escort the product
Excellent product strength is the cornerstone of continuous sales growth, and excellent products need a steady stream of innovative technology as a support. In the development history of Great Wall Motors for more than 30 years, they have been adhering to the concept of "technological innovation", deeply cultivating and working hard to build cars, and using their own strength to promote the development of China's automobile industry.
In the face of the current electrification and intelligent new track, Great Wall Motors adheres to the strategic layout of "precise investment and pursuit of industry leadership". Since 2021, Great Wall Motors has continuously improved in the fields of efficient fuel, hybrid, pure electricity, hydrogen energy, etc., and accelerated the "three wisdoms in one" of intelligent driving, intelligent cockpit and intelligent services, providing a breakthrough core technical foundation for product renewal. At the same time, Great Wall Motors also took the lead in releasing the 2025 strategy, firing the first shot of Chinese car companies to the new energy intelligent track, planning to invest a total of 100 billion yuan in research and development by 2025 to consolidate the image of the "Great Wall of Science and Technology".
Great Wall Motor Lemon Hybrid DHT
In 2021, Great Wall Motor released a high-end powertrain of 3.0T+9AT/9HAT in the field of high-efficiency fuel, and achieved mass production off the production line, the first model tank 500. Lemon hybrid DHT technology is mass-produced and installed on Models such as Wei brand Machido DHT, Wei brand latte DHT, Haval Red Rabbit Hybrid DHT version, etc., setting off a wave of hybrid in the car market. The Great Wall Motor's 1.5T lemon hybrid DHT system was selected as one of the top ten engines of the "Heart of China" in 2021, which proved the industry leadership of Great Wall Motors' powertrain technology.
Great Wall Motor Dayu battery technology
In the field of electrification, Great Wall Motor Dayu battery technology was released and will be applied to its new energy models in 2022 to improve the safety level of power batteries; cobalt-free batteries will be installed on more models, promoting the trend of cobalt-free power batteries. In addition, Great Wall Motors also released hydrogen energy strategy and hydrogen lemon technology, established an international-level integrated supply chain ecology, and made a heavy appearance of technical products such as hive energy high-power fuel cell engines to accelerate the commercialization of hydrogen energy.
Great Wall Motor's smart wire-controlled chassis
In the field of intelligence, Great Wall Motors officially upgraded and released Coffee Intelligence 2.0, including 1 intelligent hub (new electronic and electrical architecture) + 1 powerful cornerstone (intelligent wire control chassis) + 3 major intelligent upgrades (intelligent cockpit, intelligent driving, intelligent services), realizing Great Wall Motors' leap from perceptual intelligence to cognitive intelligence era. The rapid mass production and loading of many intelligent technologies will bring users a futuristic smart travel experience.
Write at the end
In the Chinese auto market, there are about dozens or hundreds of car brands, and consumers would rather wait for a few more months than change brands, which shows how persistent this "love" is. The reason is that the editor feels that in addition to excellent product strength and good reputation, Great Wall Motors accurately understands consumer demand, actively embraces the times to conform to the trend changes, continuously increases technical investment to lead the times, and breaks the convention with the marketing strategy of going out of the circle, and successfully shapes a number of explosive products.
It is said that success cannot be copied, but Great Wall Motors has done it, and they have not only created an enduring explosive model such as the Haval H6, but also created a number of explosive models such as Tank 300, Euler Good Cat, Great Wall Gun and so on. It is under the leadership of these explosive models that the recognition and trust of the Great Wall brand have also been continuously improved, and the label of "well-known brands + explosive models" is deeply rooted in the hearts of the people, which is not difficult to understand why new cars are difficult to find.
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Editor-in-Chief 丨 Zhou Ran Editor 丨Youyou