How does "net red" Great Wall Motors "grow red"?

"Can Great Wall Motors survive 2022?"

This is the question sentence that Wei Jianjun, chairman of Great Wall Motors, once asked.

Recently, Great Wall Motors is facing relatively great pressure. Because Great Wall Motors had an unfavorable start, in the first two months of 2022, Great Wall Motors was the most serious self-owned brand car company in the list of independent brands with the most serious year-on-year decline. At the same time, in terms of stock price, as of the close of trading on March 11, Great Wall Motor quoted 29.79 yuan / share, compared with the highest point of 69.8 yuan reached on October 26, 2021, the stock price is almost waist-cutting.

Obviously, the "worry" of Wei Jianjun, chairman of Great Wall Motors, is happening.

A bad start

What makes Great Wall Motors stand firm in the market is its main SUV, and the vehicle brand has four brands: Haval, WEY, Great Wall Pickup truck and Euler.

Since 2022, Great Wall Motors' sales have shown obvious signs of decline. According to data from the Association of Automobile Associations, Great Wall Motors sold 110,000 vehicles in January, down 19% year-on-year; in February, Great Wall Motors sold 70,800 vehicles, down 20.5% year-on-year, and failed to enter the top ten of the sales list of automobile manufacturers.

Specifically, the sales of Great Wall Motors are mainly by the "national god car" Haval H6, but the evergreen tree in the field of this SUV, haval H6 sales are only 19620 units, down 38.13% year-on-year.

Lose the throne of "domestic SUV sales crown".

Other brands are also not selling well.

The Euler brand of new energy vehicles sold 6261 units in February, down 15% year-on-year;

Great Wall pickup trucks, sales in February were 11,637 units, down 23% year-on-year;

A bad start.

Why did Great Wall Motor's sales plummet in February?

Based on the announcement of Great Wall Motors and other information, it is mainly due to the insufficient supply of body electronic stability systems (ESP) produced by Bosch Automotive Parts (Suzhou) Co., Ltd. More precisely, due to Bosch as a supplier system, the supply of materials including Bosch airbag controllers, EPBI and other materials, resulting in insufficient supply of parts related to chips, resulting in Great Wall Motor's production capacity can not keep up, the market terminal has no cars to sell, resulting in a sharp decline in sales.

"Multi-faceted influencer"

In the early 1990s, Wei Jianjun, a rich second-generation Wei Jianjun known as the "Baoding Car God", began to steer the Great Wall Motors, which was on the verge of bankruptcy, and the first car launched was a tough guy-flavored pickup truck.

On March 5, 1996, the first Great Wall Deer pickup truck rolled off the production line. With the quality of leather, high practicality and pricing of 60,000 to 70,000 yuan, Deer Pickup has become the favorite of small business owners and self-employed households. Two years later, the Great Wall pickup truck topped the national pickup truck sales list. In 2002, Great Wall remodeled the pickup truck and launched the first SUV, the Seffer. After the steady development of SUVs, the Great Wall began to enter the field of cars again. In 2007, the Great Wall launched the first car Genie, followed by the launch of gorgeous, cool bear, Tengyi and other models. Unfortunately, the success of pickup trucks and SUVs has not continued in the field of cars, and the sales performance of cars has always been unsatisfactory.

Thanks to the rapid growth of the SUV sector, in 2013, Great Wall Motors rushed to the position of the boss of independent car companies. SUV sales in the domestic automotive market continue to rise. From 2014 to 2016, Great Wall Motor's SUV sales increased from 519,000 units to 933,000 units, an increase of nearly 80% in two years.

In the past two years, the main sales area of Great Wall SUVs has been concentrated in low-tier cities and rural areas, with the upgrading of consumption and the rejuvenation of automobile consumers, Great Wall Motors has also begun to seek transformation, and the former tough guy has now transformed into a multi-faceted "Internet celebrity". In other words, Great Wall Motors includes Haval, Great Wall Pickup, Weipai, Euler, Tank and Sharon Motors, and the positioning of each brand is also different.

As a traditional car company, Great Wall Motors is very committed to creating the "net red" identity of these models.

For example, in Luo Yonghao's live broadcast room, you can see the four sub-brands of Great Wall Motors; in the live broadcast room of "Xiao Zhu Peiqi", you will find the advertising language of Great Wall Motors that "looks good and the skin is the same, and intelligent security is within reach", and even, at the "Talk Show Conference", the mouth of Li Shi of the talk show conference can say "Great Wall Motors"...

Whether it is to work with the stars and celebrities that users like, or through some novel and creative cross-border marketing methods, or through advertising films to export the cognition of the Internet celebrity brand to consumers. For example, when the Euler brand came out, its brand was directly aimed at women, shouting that it was "the world's most woman-loving car brand".

Behind this, it is the transformation of Great Wall Motor's marketing strategy - so that the image of the past muffled car manufacturing has completely bid farewell to consumers, and replaced it with a generation of Internet celebrity car companies.

The core is still technology

Anyway, it's still very useful.

This transformation has also brought benefits to Great Wall Motors. The most intuitive advantage is that it is reflected in the sales of Haval H6, and its monthly sales of about 20,000 often dominate the first place in SUV sales, and the "National God Car" is worthy of the name. In 2021, the Euler brand sold 135,000 vehicles, contributing more than 98% of Great Wall Motors' new energy vehicle sales. Haval big dog, Euler good cat, Euler black cat, Wei brand tank 300 and other models, have become the annual hot products in various fields, whether it is the Internet search discussion heat, or the frequency of store consultation test drive, are in the forefront of the same level.

Whether it is the chassis foundation or the terminal staying power, Great Wall Motors, on the Internet, is particularly capable of "playing".

Internet celebrity traffic is certainly an important indicator to measure the ability of a car company's comprehensive system, but if an automobile company wants to move from "net red" to "Changhong", it must transform from an "internet red" to a high-tech enterprise.

For example, Tesla has a very in-depth study in the three-electric system, automatic driving platform, Internet of Vehicles and even high-performance autonomous driving exclusive chips, satellites, robots, rockets, which are not only beyond the reach of traditional car companies, but also difficult for many technology giants around the world. It is with a strong ability to develop the underlying core technology that Tesla's stock price can rise all the way, and sales have increased significantly, and its sales have crushed Toyota, Volkswagen and other car companies.

Therefore, it is difficult for Internet celebrity traffic to become the core driving force for The High-quality Growth of Great Wall Motors, and Great Wall Motors also urgently needs to find more hard-core scientific and technological capabilities. In other words, If Great Wall Motors wants to get rid of the current decline in sales and stock prices, it must make a real breakthrough in core technology.

This should be the main work that Great Wall Motors needs to do in 2022.