On April 2, Jietu officially announced that the number of fans on the whole network exceeded 10 million.
In just over 4 years, it has been recognized by 10 million fans, and Jietu has created another industry miracle.
Although it was only four years old, Jetway has created the industry's eye-catching "Shortcut Speed". In 2021, Jietu Automobile sold 154,000 units, an increase of 17.9% year-on-year, and sold more than 10,000 units for 12 consecutive months. In the past four years, Jietu Automobile has sold nearly 500,000 vehicles. As a result, Jetway has been upgraded from a product line to an independent brand.
At the time of the birth of Jietu, the domestic automobile market is ushering in profound changes. On the one hand, many traditional car brands are either delisted or gradually withdrawn from the public's vision; on the other hand, more and more new forces are announcing the creation of cars and preparing to subvert the automobile market.
In a brutal environment, no one dares to say whether a given decision will achieve the desired outcome. But time has given the answer, and the shortcut is on the right path.
Continue to focus on travel scenarios
At the beginning of the birth of Jietu, Bao Siyu, deputy general manager of Chery Holding Group and general manager of Jietu, said: "Jietu will deeply cultivate the 'travel +' market segment. I hope to be the fifth and eighth person to travel with my family, and I can escort my family to any place. ”
Jietu was the first to shout out the slogan of "focusing on travel", and its products naturally carry distinct travel genes.
As we all know, SUVs have always been the most popular travel choice for Chinese people. Therefore, the product camp of the Jietu brand is all medium-sized and above SUVs, and all offer five, six and seven seats, and can even customize personalized layouts, so that users can get an immersive experience in multiple scenarios.
The roof rack of the Jetto model is designed to withstand pressure and bear a load of more than 200 kg. Therefore, the owner of the jet road can install a tent on the luggage rack. In addition, the Jietu model also provides a 220V power supply, which can provide a standing power supply for induction cookers, audio and other electrical appliances, which is convenient for users to eat and entertain outdoors. In addition, the second and third rows of seats of the Shortcut support proportional reclining, which can accommodate oversized items and provide RV functionality. Anyone who has traveled outdoors knows how intimate these features of Jetway are. Even at last year's Guangzhou Auto Show, Jetto Auto also showed off a new generation of Jetto X90 modified fishing vehicles.
Li Xueyong, deputy general manager of Jietu Automobile and general manager of the marketing center, said bluntly, "Jietu Automobile comes for users, focuses on the travel market segment, starts from the user's perspective, and takes the user's needs as the guide, solves travel pain points, and meets travel needs." ”
To this end, Jietu will conduct research on tens of thousands of users and hundreds of user pain point surveys every year, which can better understand customers, understand customers, solve user pain points more quickly, iterate products faster, and better meet user needs.
In the future, jietu automobile's product research and development will continue to take user needs as the core, unite users to co-create products, and change from functional development to scene experience development. Relying on the industry-leading "Kunlun architecture", Jietu will form a 4+3+N product layout. That is, SUV series (Jietu Dasheng, Jietu X-2, Jietu X70, Jietu X90), cross-border series (Jietu hardcore off-road, Jietu hardcore pickup truck, Jietu MPV), hybrid series (all series of products synchronous planning hybrid and living space series). This means that the product line of Jietu Automobile is not only richer, but also becomes a travel exclusive product focusing on people, cars and scenes.
Such a clear and focused brand and product has never been seen before. In the current car market with serious homogenization, focusing on travel has become the unique selling point of Jietu Automobile.
Deeply bundled travel ecology
When users have the appeal of "poetry and distance", Li Xueyong said that he hopes to be the first to think of a shortcut. ”
In Li Xueyong's view, "the sale of cars is only the beginning of contact with customers, and it is necessary to consider the service concept of the whole life cycle, so that customers can travel more satisfactorily and comfortably, and provide them with more value." It is necessary to manage customers in this way and bring the relationship between customers and enterprises closer. ”
It is reported that from the beginning of its birth, Jietu has focused on creating a "travel +" ecosystem. At present, Jietu has formed a combination of travel units in four dimensions: "travel + product", "travel + rights", "travel + experience" and "travel + platform".
Among them, "Travel +" products have nearly 500 models, with a total of more than 1.5 million sales; "Travel +" equity units have reached 80, providing services for more than 150,000 people in diversified scenarios; formed the "Travel +" experience of five major IPs such as "818 Fan Culture Festival", "Jietu Ecosystem Experience Day", "Owner Self-driving Tour", "Jietu Family Banquet" and "Beer Lobster Festival"; 723,000 app users of Jietu "Travel +" platform, and more than 10 million fans of Jietu's entire network.
Li Xueyong said that the "travel +" ecosystem of Jietu is fully entering the 2.0 stage from the 1.0 stage, from the construction of the travel unit combination to the construction of the travel ecological combination, and at the same time to build the "travel +" travel ecology in the three directions of people, vehicles and scenes, to achieve continuous optimization iteration and virtuous circle.
In 2022, Jietu's "Travel +" equity units plan to grow to 100, which will open up more diversified scenario-based applications for users and bring more benefits to users. Jietu also released a new IP - "Peer Great America China", to create a self-driving route with users, so that users can experience the real travel of their own. At the same time, Jietu has also achieved the three-dimensional advancement of "people on the road", "stronger car life" and "scene empowerment". Compared with the "Travel +" ecosystem 1.0, the "Travel +" ecosystem 2.0 stage can be called a qualitative transformation.
In the future, Jietu Automobile will move from a vertical product value ecology to a three-dimensional travel value ecology, horizontally breaking the barriers between the automobile industry and the tourism industry, and vertically pulling the upstream and downstream industrial chains of the tourism industry, forming a travel value ecology with the connotation of "travel +". Through continuous iteration of products and services, Jietu will work with users to share the "Travel +" ecosystem, create user co-creation, ecological sharing, and win-win results for partners, so that Jietu Automobile will become the user's shortcut and the partner's shortcut.
Unlike other brands' user activities, Jietu's "Travel +" ecosystem is a top-down user care action implemented by manufacturers, and it is larger and broader. Most importantly, Jietu's "Travel +" ecosystem is continuous.
Because, Jietu not only provides users with travel-exclusive products, but also integrates with users and lets users play.
Break through the Red Sea
At present, the domestic auto market is even more cruel than when Jietu was born. The sales of many car companies have fallen by more than half, and the car market is undergoing an unprecedented "big reshuffle". How to survive this "big reshuffle" has become a challenge for all car manufacturers.
Of course, it should also be seen that the SUV market accounts for more than 50%, and the market share of 100,000-150,000 yuan has further increased to about 40%. From the product point of view, the proportion of A+ SUV has gradually increased, covering a wider range of users. From this point of view, these have also brought development opportunities for independent brands.
So we see that new products such as Haval Kugou, Tank 300, Geely Xingyue L, Changan UNI-T and so on are all showing goodwill to consumers in the new era with a new attitude.
In contrast, the strategy of shortcuts is more profound. Its brand positioning focusing on "Travel +" distinguishes it from other brands from the underlying logic. The unique shortcut has created a distinct "travel +" brand image.
Nowadays, cars are no longer simple means of transportation, but are gradually forming an automobile culture. Self-driving and traveling have become an indispensable part of users' lives. The success of Jietu is largely due to its timely and measured grasp of the needs of the car owner's car use scene.
Does the world need a new car brand? Many new car brands will issue such soul torture when they are born. It turns out that the world will always welcome valuable new brands.
Jietu has brought all manufacturers a blueprint for breaking through the Red Sea.