On April 28, Wuling Global Silver Label welcomed its third product, the new 7-seat family car Wuling Jiachen, and announced that the pre-price of the new car was 69,800-105,800 yuan.
As the first 7-seat family car of Wuling Global Silver Label, Wuling Jiachen's product power is undoubtedly strong - the people-friendly price, spacious space, and smarter configuration are enough to meet the travel needs of china's multi-population families.
MPV, Wuling is professional
In the MPV market within 100,000, Wuling Hongguang has always been the hegemon. From Wuling Hongguang to Baojun 730 to Baojun 530, these MPV products created by Wuling have become sensational models.
In terms of product strength, Wuling Jiachen does have the strength to become a "new benchmark for 100,000-class 7-seat family cars". Adhering to the beautiful vision of reducing the burden on car owners and multiplying for their families, Wuling gives Jiachen higher quality and more practical product power.
In terms of appearance, the new car follows the design concept of the "wing movement aesthetics" of the silver label family, and the overall shape is tough and stretched, which is in line with the aesthetics of most people. The interior also uses delicate and tough lines, combined with black-gray and brown warm colors, to outline the bright and spacious cabin environment.
In terms of size, Wuling Jiachen has a length, width and height of 4785/1820/1760mm and a wheelbase of 2760mm. The seats are arranged in a "theatre stepped" arrangement, divided into 2+2+3 arrangements, and the front, middle, and rear rows have a drop of 80mm per floor, ensuring that each row of passengers gets the same excellent view.
The body dimensions of Wuling Jiachen and Baojun 730 are similar, and the car is also known as the successor of Baojun 730.
The seat configuration part, the main driver is equipped with six-way electric adjustment, effectively alleviating driving fatigue. The second row of seats can be moved forward and backward by 120mm, and the back of the seat can be adjusted up to 15 degrees, so users can always find the most comfortable sitting position.
In addition, Wuling Jiachen provides up to 23 storage spaces in the car, and the front armrest box and the second row of seat side panels are designed with exclusive mobile phone seats for easier access.
The rear row is equipped with an independent air conditioner outlet, which can adjust the air volume in partitions and improve the comfort of the rear passengers. Each row also sets up an independent USB interface to intimately meet the charging needs of mobile phones and truly implement the concept of humanization into every detail.
In terms of intelligent configuration, the "Ling OS Lingxi System" equipped by Jiachen brings intimate and practical human-vehicle interaction with more cutting-edge and top-notch intelligent functions, and users travel smarter.
At the same time, the power combination of 1.5T+8AT brings a smoother driving experience. The vehicle also uses world-class craftsmanship, industry-leading chassis tuning and rich safety configurations to make users travel more at ease and at ease.
Wuling products understand consumers very well,
But it is always short-lived
It is not difficult to find that based on SAIC-GM-Wuling's years of hard work and accumulation in the MPV market, Wuling Jiachen's product strength in all aspects is very in line with consumer expectations. It is no exaggeration to say that Wuling Jiachen does have the potential to explode.
But in fact, Wuling has never lacked explosive models, and what is more worrying is that Wuling's previous explosive models have always faded out or fallen after a period of time.
For example, Wuling Hongguang, Baojun 730, Baojun 310, etc., all have outstanding market influence and sales performance, but these divine cars also have a feature, that is, their fire time is getting shorter and shorter.
Among them, Wuling Hongguang is an uncompromising Chinese God Car, which once ranked third in the global sales list with annual sales of 943,000 vehicles, and was rated as "the most important car on earth" by Forbes magazine.
Since its launch in September 2010, Wuling Hongguang's sales have been rising steadily, reaching its peak in 2014, after which the aura of Shenche has gradually faded.
In 2017, Wuling Hongguang experienced the first consecutive negative sales growth, and this situation was improved after Wuling made price adjustments. For a long time, in 2018, the sales volume of Wuling Hongguang began to decline continuously, and since 2019, Hongguang has declined rapidly at a rate of more than 30% month-on-month almost every month, which is very amazing.
From 2010 to 2017, Wuling Hongguang was on fire for 7 years.
In addition to Wuling Hongguang, Baojun 730 has also dominated the MPV market. Launched in 2014, the car was a huge success when it was first released: in December 2014, the sales volume reached 31,000 units, in December 2015, the single-month sales exceeded 47,000, and in December 2016, it sold more than 50,000 in a single month.
But also from 2018, its performance has begun to regress, with sales of only more than 90,000 vehicles in 2019, an average of more than 8,000 vehicles per month.
From 2014 to 2018, Baojun 730 was on fire for 4 years.
As a former "dark horse" of the car market, Baojun 510 is also a model that has to be talked about, in February 2017, Baojun 510 was listed, and its cumulative sales exceeded 100,000 vehicles in less than five months, and then sales continued to soar.
With strong fighting spirit, Baojun 510 also squeezed the "national god car" Haval H6 out of the sales championship, which once made many opponents envious and jealous. However, entering 2019, Baojun 510 sales fell rapidly, from 360,000 vehicles in 2018 to 158,000 units.
From 2017-2018, Baojun 510 was on fire for 2 years.
Why is it so difficult for Wuling "God Car" to last?
In summary, we will find two major features of the "Wuling God Car":
First, Wuling's explosive models are basically "pioneers of the new blue ocean", and no model of the same type has ever appeared before. Because Wuling is very good at insight into the real pain points of consumers, it can always tap into a new blue ocean and create one "god car" after another.
Second, although Wuling understands consumers very well and has created a number of explosive products, the threshold of these products is too low and it is easy to be copied by others. Therefore, whenever the new blue ocean excavated by Wuling became a red sea, the sense of existence of the Wuling Divine Vehicle became lower and lower.
Taking the current Wuling "God Car" Hongguang MINIEV as an example, since its listing in July 2020, the Hongguang MINIEV has also exploded on the market. As of December 2021, Hongguang MINIEV has sold more than 550,000 vehicles, not only winning the top spot in China's new energy sales for 16 consecutive months, but also ranking first in global sales for five times.
It should be noted that in January 2022, Hongguang MINIEV only achieved single-month sales of 26,682 vehicles, although it still ranked first in the single model sales list, but it fell by nearly 50% month-on-month, almost waist-cutting.
Is it that Hongguang MINIEV no longer enjoys the new energy dividend period, and does not, but since the end of 2021, a number of small/micro electric vehicles of the same type on the market have been listed together, whether it is modeling, positioning, or function, they are similar to Wuling "Shenche", intended to grab the market share of Hongguang MINIEV.
The slight decline in January this year not only gave Hongguang MINIEV a wake-up call, but also confirmed that the reason why Wuling 'Shenche' is unsustainable is because the core technology strength is weak, when there is a better similar product in the market, Wuling's first-mover advantage will be quickly weakened.
Wuling could not always discover the new blue ocean
In the final analysis, Wuling needs to enhance its own system capabilities and strengthen the core competitiveness of its products, which includes value, scarcity, irreplaceability and difficulty to imitate.
This ability first of all realizes the value that customers value well, and secondly, this ability must be scarce, only a few companies have it, and the core competitiveness is still difficult for competitors to imitate.
Looking back on the development of Wuling over the years, wuling has a deep insight into user needs, is good at finding blue oceans, and can always bring products that poke at consumer pain points, which is the biggest advantage of Wuling.
However, Wuling cannot always discover a new blue ocean, because market demand is limited; at the same time, the so-called new blue ocean, as more and more products are added, will eventually become a red ocean.
At the end of the day, there is no blue ocean in China's auto market. If Wuling wants to continue to shine and promote the construction of the brand system in a down-to-earth manner, it also needs to face up to reality and make up for its shortcomings in order to better exert its advantages and move to a higher level.
Text | Huluwa
(This article is the author's personal opinion only and does not represent the position of DearAuto.) )
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Mr. Li Guoyong of Guangdong Green Law Firm