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Annual sales of one million to one thousand per month, no one asks why Baojun can't sell it

Annual sales of one million to one thousand per month, no one asks why Baojun can't sell it

Annual sales of one million to one thousand per month, no one asks why Baojun can't sell it

It was born from the same root, but it was not the same life.

Once upon a time, Wuling and Baojun are household names, Wuling has a god car Wuling Hongguang, Baojun is a series of popular products, in addition to Baojun 730, Baojun 510, and Baojun 310 have created a sales myth for Baojun products. It is no exaggeration to say that six or seven years ago, Baojun was the hegemon in the domestic sinking market, but now? Wuling and Baojun have presented a serious polarization situation in the market.

Annual sales of one million to one thousand per month, no one asks why Baojun can't sell it

Looking back a few years ago, Baojun's performance in the market was called a boom, with annual sales exceeding 500,000 units in 2015, 760,000 units in 2016, and Baojun reaching the peak of sales in 2017, ranking on the list of million-selling car companies.

Annual sales of one million to one thousand per month, no one asks why Baojun can't sell it

But it's a pity that when Baojun tried to transform into a high-end, it was the beginning of its decline. In 2018, Baojun's annual sales were 879,000 units, which fell to 600,000 units in 2019, 400,000 units in 2020, 216,000 units in 2021, and plummeted to more than 60,000 units in 2022, and halved again in 2023, leaving only 35,000 units in cumulative sales. Since the beginning of this year, Baojun is still falling endlessly, data shows that in January this year, Baojun sales were 3,461 units, and February sales were 1,137 units, which can be said to be a cliff-like decline. Many people are puzzled about what Baojun has experienced in the past few years, and why it has become so marginalized from such a beautiful brand.

Annual sales of one million to one thousand per month, no one asks why Baojun can't sell it

First, because Baojun's products are selling less and less, I believe that friends who know this brand know that Baojun once had as many as 27 car series. Take the cost-effective route of the "digital" series, 510, 530, 560, 310, 730, etc., and then try to transform the high-end "R" series, RS-3, RS-5, RC-6, RC-5, etc., but now the discontinued production, the discontinued sales, now there are only three models left in Baojun on sale.

Annual sales of one million to one thousand per month, no one asks why Baojun can't sell it

Baojun Yueye, a pure electric urban SUV dressed in the shell of a hard-core off-road SUV, has no off-road handling power to do with off-road, Baojun KiWi EV, a miniature pure electric vehicle, but the price is half more expensive than the Hongguang MINI EV of the same level, and Baojun Yunduo, which has no advantage after the successive price cuts of BYD Dolphin and ID.3 models.

Annual sales of one million to one thousand per month, no one asks why Baojun can't sell it

It is said that having more children is good for fighting, but how can there be only three products left to grab the market? More importantly, none of these three products can fight.

Annual sales of one million to one thousand per month, no one asks why Baojun can't sell it

Second, it is difficult for a brand that originally took the low-end route to go far after leaving the price advantage, but the pricing of Baojun's high-end "R" series products far exceeds the psychological expectations of consumers, and the value of the product does not match its price, and the cost performance is not there, so consumers are naturally unwilling to pay for it.

Annual sales of one million to one thousand per month, no one asks why Baojun can't sell it

Finally, Baojun has problems with the three products on sale, and we briefly mentioned earlier that such a low-cost brand with unclear brand positioning, no accurate customer group, no brand genes in actual manufacturing and R&D technology, no quality positioning, and no brand personality can go long in the fiercely competitive automobile market.

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