If Wei Jianjun, who started live broadcasts, frequently interacted with Lei Jun, and rode the Great Wall's first 8-cylinder motorcycle, is constantly exploring on the road of Internet celebrity bosses, then the recent official announcement of the Great Wall to add a new direct brand, Great Wall Zhixuan, is a bold attempt in the "double sales" model.
What is Great Wall Choice?
Previously, Great Wall, like many traditional car companies, adopted the model of authorized dealers to open 4S stores, and the car companies themselves did not directly connect with consumers, and handed over the sale of cars to more experienced dealers. Nowadays, on the basis of maintaining the existing dealer system, Great Wall has added the Great Wall Zhixuan direct brand to the C-end to form a "double sales" model. According to the plan, the Great Wall Smart terminal stores are divided into retail centers, delivery centers and user centers to provide customers with product experience, new car delivery, after-sales service, etc., and the Great Wall Smart will start from the first-tier and new first-tier cities to cover more second- and third-tier cities.
At present, Great Wall Express has opened the first batch of 33 retail centers in 17 cities across the country and officially opened, and the main products in the early stage include Tank 300, Tank 400, Tank 500, Tank 700, WEY brand Blue Mountain, WEY brand Gaoshan and other 6 models, based on the geographical advantages of the core business district and the new direct sales model, to bring consumers a better offline car viewing and car purchase experience.
What role will Great Wall Smart Play in?
Obviously, Great Wall Smart can gain more attention and customers in the popular core business district, which has a positive effect on enhancing brand awareness. And under the "double sales" model, Great Wall Motors can take into account the advantages of both to C and to B, so that more customers can enjoy efficient and convenient car purchase and use related services.
It is worth noting that at present, the main tanks and Wei brand products of Great Wall Zhixuan are relatively high-end positioning within the Great Wall Group, which can bring users a higher value feeling. Through the new model of Great Wall Zhixuan, tanks and Wei brand products are expected to form a relatively stable price system, unified prices across the country, and minimize the impact of inconsistent terminal discounts of dealers in various places, which will help to create a healthier price system for the Great Wall, such as people-friendly products under the operation of dealers to ensure the sales base, high-end products can be through the direct network, to give consumers a better experience, but also to bring a healthier way of profit to the Great Wall.
Manufacturer direct sales + distributors "double sales" has become a new trend
Interestingly, Great Wall is working hard to build a direct sales network, and new forces that originally focused on direct sales, such as ZEEKR opened dealer franchise authorization, laid out more dealer stores ZEEKR, and Xpeng Motors is also exploring expanding the scale of dealers. Perhaps now everyone understands that there is no black and white only correct route, the "double sales" model of direct sales + dealers, so that manufacturers and dealers can better work together, maybe there will be a miracle effect of 1+1>2. Seeing this, you should be able to feel that Great Wall Smart Selection and Huawei Smart Selection are two completely different concepts, right? According to the plan, by the end of this year, Great Wall Smart will open 200 retail centers, and we expect that Great Wall Motors, which continues to explore innovation, can be presented to consumers with a more dynamic and attractive image.