The marketing of Great Wall Haval H6 was criticized by Wei Jianjun again, and who should be responsible for the monthly sales not exceeding 10,000?

Southern Metropolis Daily

2024-05-23 20:09Published on the official account of Guangdong Southern Metropolis Daily

With the catfish entry of Xiaomi Automobile, the marketing and product power of car companies have also become the focus of attention in the industry.

On May 20, Li Ruifeng, CGO (Chief Growth Officer) of Great Wall Motors, posted on social media: "Today, Mr. Wei (Wei Jianjun, Chairman of Great Wall Motors) once again criticized the marketing work of Haval H6, and criticized us for not understanding marketing at all, completely lacking user thinking, and not knowing what users pay attention to." After so many years, if it is still the same old way, spending money is a waste, and the end is in vain! ”

It is reported that in April this year, Haval H6 sold less than 10,000 units, and its ranking in the SUV market also slipped outside the top 20.

For the second time in 11 years, the monthly sales did not exceed 10,000

Since its launch in 2011, the Haval H6 has gone through three generations of model iterations, and has been the sales champion in the Chinese SUV market for 108 consecutive months, becoming a generation of "national god cars".

However, with the rapid rise of new energy vehicles and the reshuffle of the automobile market structure, today's Haval H6 sales are no longer what they used to be.

According to data from the owner's home, in April this year, Haval H6 sales were 8,309 units, a 47% decrease from the same period last year, and it slipped from 10th to 24th in the SUV sales ranking last month. This is also the second time since 2013 that the monthly sales of the Haval H6 have been less than 10,000 units, and the last time was in February 2020 during the coronavirus pandemic.

From January to April this year, the cumulative sales of Haval H6 were 55,800 units. In contrast, the old rival BYD's Yuan PLUS and Song family models continued to maintain the lead after surpassing the sales of the Haval H6. Since 2024, the total monthly sales of models have approached 70,000 units.

It is difficult for a good woman to cook without rice

It is worth noting that the current sales dilemma of Haval H6 is closely related to marketing, but it may be biased to blame all the losses on marketing problems. After combing, the reporter from Nandu found that the lack of product matrix and the redundancy of internal product lines may also be related to the failure of Haval H6.

The Song Plus, for example, has two power options, pure electric and plug-in hybrid, with sales of 11,600 units and 22,400 units in April, respectively. In contrast, the main model of the Haval H6 is still fuel-powered, and the only hybrid model, the Haval H6 DHT-PHEV, was launched in September 2022. The model is available in two versions, 55km and 110km, with a starting price of CNY 144,800. In terms of battery life, which consumers are most concerned about, the Haval H6 DHT-PHEV has a pure electric range of up to 110 kilometers.

In fact, Wei Jianjun's harsh criticism of Haval H6 seems to the industry to be quite a bit of "both horses want to run fast and horses don't eat grass". After all, in the early days of the outbreak of the hybrid market, Great Wall Motor's "lemon DHT" hybrid technology was not immediately used in the Haval brand, but was given to the Wei brand model. Today, Great Wall's latest Hi4 intelligent four-wheel drive electric hybrid technology is not used in the Haval H6, and although the Haval Raptor equipped with Hi4 technology is the sales leader of Great Wall Motor's hybrid models, its starting price of up to 160,000 yuan is out of the most mainstream family SUV consumption range of 100,000-150,000 yuan.

In the price range of 100,000 yuan, it is difficult for Haval to come up with a hybrid product that can compete with Song PLUS, and it is naturally in the dilemma that it is difficult for a smart woman to cook without rice. At a time when the market share of fuel vehicles continues to be squeezed, the decline in sales of Haval H6 is not surprising.

Product redundancy to be resolved

The redundancy of Great Wall Motor's product line in the compact SUV market is also a problem that cannot be ignored. Only under the Haval product line, there are a number of fuel models on sale such as Haval Chitu, Haval Divine Beast, and Haval Kugou.

In terms of price range, these models overlap with the Haval H6. Compared with BYD's layout in the "Dynasty series", Haval's treatment of price differentiation is too close, and all of them are clustered in the same SUV market, which has brought confusion to consumers' perception of products and weakened the influence of Haval H6 in the market.

Automobile industry insiders believe that the reason why Haval H6 can become a generation of national god cars is inseparable from its cost-effective advantages and the background of joint venture cars in the domestic automobile market at that time. However, in the new energy era, SUVs of independent brands in the range of 100,000 yuan have fallen into the close hand-to-hand fight of price wars, and new cars with stronger product power and more affordable prices abound. Whether a car can sell well for a long time, marketing only plays a short-term role, and in the end, it is necessary to return to product power.

Nandu reporter Yu Dian sent from Shanghai

View original image 39K

•