[Introduction: This is from a rational point of view of the listing of "King Kong Cannon" and look at today's thinking from the perspective of the future.
The success of the Great Wall pickup truck is due to the "people's livelihood", rooted in the urban and rural economy, conforming to China's national conditions, finding the correct positioning, meeting the needs (people's livelihood), and achieving "up and down all-you-can-eat" (multi-purpose appeal). This is an inevitable factor of success, and it is impossible not to think about it. The question is, why the Great Wall pickup truck and not the others? What does its lonely success say? 】
Written by | Yan Guangming and edited by | Qian Lei
"If you don't know pickups, you don't know cars." This is something I've been paying attention to and thinking about. How to say? Cars are pickups. Since the birth of the car, it has been accepted in the way of "pickup truck", and by extension, it has changed the way of travel without power, improved the operational efficiency of the whole society, reconstructed the economy, changed life, and entered the modern society, so that it is still an indispensable and important role in today's intelligent information society.
This is the conclusion drawn from a historical point of view, especially the history of automobile development in the United States, there is no pickup truck where there is today's Modernization in the United States. In Europe and the United States, the popularity of pickup trucks has changed the difference between their urban and rural areas, the difference between civilizations has become possible, and the meaning of where to go wheels is not limited to the way of travel, but brings more essential meaning of life, deep into the bone marrow, and becomes the common sense of cognition.
Overseas, there is no such thing as a car, only a car. Pickup trucks belong to the concept of car universality, and this ambiguity makes the definition of the car more broad and practical, without discrimination and contempt, beyond ideology, and becomes the carrier of modernity. In economically developed countries, pickups are treated equally, access to upscale venues, respect in everyday life, and so on. This is not just an indication of an attitude, but a reflection of a modern atmosphere. We see that whether it is the "squares" (bazaars) and highways in Europe and the United States, or the streets and alleys and markets in Southeast Asia, the prevalence and arbitrariness of pickup trucks is just like the integration and choice of automobile society, without narrow snobbery and prejudice, but tolerance and coexistence.
Some say it's "pickup culture" and others say it's civilization on wheels. No matter from what point of view, the understanding of pickup trucks abroad is, to a large extent, as a "carrier of daily life", respecting the choice of needs, and finding a way of life suitable for each other. The beauty of each is the best of both worlds, and the beauty of the United States is the same. To their credit, the respect for pickup trucks is consistent, relaxed and free. We may wish to compare the sales data to analyze the differences and problems.
In 2021, the annual sales volume of the U.S. pickup truck market was 2.84 million units, down 3.14% year-on-year, and in the same year, the annual sales of pickup trucks in mainland China were only 554,000 units, an increase of 12.9% year-on-year. Among them, the annual sales of Great Wall pickup trucks accounted for nearly half of the market, reaching 233,000 units. It can be seen that compared with the US market, we are less than a fraction of others; compared with the domestic market, the Great Wall pickup truck is thriving. It can also be seen that the status of pickup trucks in China is not high, and it has not received the attention it deserves in the industry, which is an indisputable fact, far less popular than the late-developing new energy vehicles (sales soared to 3.521 million units last year), and even less than micro-surfaces (SAIC-GM-Wuling, which mainly produces small cars, produced and sold 1.76 million units last year). In addition, the penetration rate of pickup trucks in China is not high, the impact of restricted lines, the scope of application is narrow, the type is single, and the subdivision is not enough, so that the pickup truck has become a blind spot in the development of the entire automobile industry (negligible in scale), which does not well reflect the significance of developing automobiles and assumes its due mission.
Undoubtedly, the development of automobiles is to stimulate the economy and improve people's living standards. As early as 1994, when the auto industry policy was promulgated, private purchases were encouraged to promote the economy and improve people's livelihoods, not just consumption. Returning to the historical scene, it is not difficult to see that the privatization of automobiles was first widely responded to not as a car for urban consumption, but as a farm car, followed by micro-surfaces, and pickup trucks (light trucks). At the same time, in the discussion of the issue of cars entering the family, from top to bottom, from the inside to the outside, the whole society has focused on the "people's livelihood of automobiles", which is related to the direction and development strategy of the industry, as well as the value orientation, and calls for people's ownership, people's enjoyment and people's happiness.
This is a strategic consensus to put China on wheels, not only to realize the "car dream" and realize the needs of modernization, but also to "get rid of poverty", run a well-off, and "people's livelihood". If we analyze from the national conditions and public opinion, the pickup truck, which is the most ideal tool for people's livelihood, has not in fact received the support and development it deserves, and its deep-seated reasons are not as simple as the lag of concepts and cognition, but the lack of modern consciousness, subject to the limitations of vision and culture and many other factors.
Facts have proved that "a well-off society looks at pickup trucks" is a strategy (the "bond" that balances urban-rural relations) and is also a good helper to help the common prosperity land. In this regard, Great Wall Pickup has proved this with nearly two decades of efforts, accumulating thick and thin hair, and thriving. Nowadays, it has not only successfully built a pickup truck family, has the largest market base, but also broke through a new world and market in the fields of cross-border, business and ride, sports modification, diversified development and other fields, known as "China's first pickup brand", the evergreen tree in the pickup truck, "golden signboard".
Some people say that the "Great Wall Pickup Truck" is a strange thing in the car, especially the "Great Wall Cannon" of a hit, changed people's perception of pickup trucks, in the car "de-car" at the moment, not only provides the possibility of the next car outlet, or the car into the post-era the most anticipated category (rural revitalization and common prosperity strategic planning provides a good prospect for the development of pickup trucks). Experience tells us that the success of the Great Wall pickup truck is due to the "people's livelihood", rooted in the urban and rural economy, conforming to China's national conditions, finding the correct positioning, meeting the demand (people's livelihood), and achieving "up and down all-you-can-eat" (multi-purpose appeal). This is an inevitable factor of success, and it is impossible not to think about it. The question is, why the Great Wall pickup truck and not the others? What does its lonely success say?
It is worth noting that the Great Wall pickup truck, which has always been low-key, has begun to become active in recent years with the advent of the "Great Wall Cannon", breaking the traditional market pattern (commercialization), turning around gorgeously, opening up new markets (passengerization), cross-border attempts, entering new fields (personalized modification, sports fashion), and setting off waves of attention in terms of lifting the ban on pickup trucks and creating a full-scenario pickup truck life. Its core is: "use culture to attract users". The "Great Wall Cannon" achieved an annual sales of more than 100,000 vehicles, which is the best proof. In addition to product advancement, the key is to win the recognition of users in the multi-purpose of passengerization, enter the scene in terms of life, labeling, clustering, etc., giving the functions of passengerization and the functional advantages that passengerization does not have, and proudly entering the pickup 3.0 era.
Similarly, the listing of "King Kong Cannon" has brought about the heating up of pickup truck culture blessings, breaking through commercial use and entering the public eye. This is the message released by the entire pickup truck industry entering the era of "positive growth". First of all, it promotes the improvement of the appearance of pickup trucks, pays attention to design, bids farewell to "stupid and coarse", and gives a modern atmosphere; secondly, product upgrades, in addition to functional enhancement and performance improvement, consider passengerization, and advance in driving and use; second, in terms of multi-purpose, intelligence, modification and other aspects, increase the sinking intensity.
At last year's Guangzhou Auto Show, the "King Kong Cannon" received market attention as soon as it was unveiled, and relevant people believed that this was the best "partner" for young people to start a business. On the whole, this is the ideal model for a well-off life. From a professional point of view, this is more practical than the use of similar passenger cars, there are pyrotechnics, but also fashion and trend, reflecting user confidence, some people use literary and artistic models to describe: "King Kong Cannon" is "the first class of the earth".
What does that mean? I found the answer in the book "Looking at the Countryside in the City". "For China's future, the balance between urban and rural relations is fatal," the book reads. "I think Pickup is the best character to balance this relationship." The countryside is the land of Chinese society, carrying all things and urban society. "I believe pickup trucks will play a positive role in balancing urban-rural relations. If "Native China" is a key to understanding the pre-modern Chinese society, then the pickup truck will open a window for Chinese society to enter the postmodern.
Comments
This is from a rational point of view of the "King Kong Cannon" listing, and stand in the future to see today's thinking. Throughout history, as well as observations of reality, especially the re-sorting of pickup truck roles under the confusion of automobile transformation, as well as the analysis of trends and prospects, it is foreseeable that the spring of pickup trucks has come. For the industry, this is a rare historical opportunity. Understanding the pickup truck also understands the national conditions, and understanding the national conditions also sees where the market is.
(This article is the original of "Heyan Reading Car", without authorization, it may not be reproduced)