Recently, some media have only relied on fragmented gossip, based on partial generalization, subjective speculation, and catching wind and shadows, concocting false reports such as the low number of insurance on Hongqi brand cars in September, as well as high inventory rates and poor private purchase rates. There are also some media that follow the hype, causing a very bad impact.
The sales growth rate in the first 10 months of the new red flag is the industry-leading
On October 31, the new Hongqi brand officially announced that the sales of the Hongqi brand exceeded 35,000 vehicles in October this year, an increase of 52% year-on-year, setting a new record for single-month sales. From January to October this year, Hongqi brand sales exceeded 236,000 units, an increase of 54% year-on-year. This growth rate is not only ahead of luxury brands, but also very rare even among mass brands.
Since the beginning of this year, the global COVID-19 epidemic has accelerated. Indigenous sporadic cases and clusters of outbreaks have been reported in many parts of the country, and the epidemic situation has the characteristics of long duration, wide range and fast transmission speed. In some places, there has also been community transmission and multi-generational transmission. As of 24:00 on October 29, in the past 14 days, 14 provinces across the country have reported new locally confirmed cases or asymptomatic infected people, and the current epidemic situation is still showing a rapid development trend, and the prevention and control situation is severe and complex.
Since the end of last year, the shortage of automotive chips in the whole industry has seriously affected automobile production and sales. Under the double blow of chip shortage and the epidemic, domestic car sales have declined for five consecutive months from May to September, and it is not expected that October will be optimistic.
Under the triple pressure of the rebound during the domestic epidemic, the shortage of chip supply, and the interruption of overseas parts supply, the production and delivery of Hongqi products have encountered serious challenges. Especially after entering August, product delivery suffered a heavy setback. In the face of the severe situation, on the one hand, New Hongqi actively responds to supply shortages and ensures product delivery, on the other hand, it strengthens brand building and ecological construction, and innovates to build a more perfect customer experience.
Despite the difficulties encountered in the wholesale of products affected by production capacity, New Hongqi adheres to the concept of "all for customers, all for customers, all humble for customers", overcome many difficulties, ensure supply, guarantee delivery, and terminal retail sales in the first 10 months did not encounter major fluctuations, and rose steadily. With the recovery of production capacity brought about by supply assurance, the wholesale volume in the ninth and twelfth months turned upwards, and the excellent result of 35,000 vehicles in October once again refreshed the single-month sales volume to a new high.
In the first 10 months of this year, the sales volume of the Hongqi brand exceeded 236,000 vehicles, which is another new breakthrough after achieving a cumulative sales volume of 200,000 at the end of September, exceeding the milestone of 200,000 sales for the whole of last year.
Use facts to clarify the series of false reports
Some media said, "A 2021 mainstream insurance company insurance number revealed that Hongqi only recorded 3944 insurance companies in September." ”
At present, the main domestic insurance companies are doing car insurance, and it is really a blind eye to rely only on the data of several insurance companies. The Hongqi brand sold about 20,000 vehicles wholesale in September this year, so how can the number of insurance companies be only 3944 vehicles? This statement is too illogical.
The China Association of Automobile Manufacturers publishes monthly car sales statistics and the number of wholesales reported by automobile manufacturers. The number of auto retail sales, that is, terminal sales, mainly has two sources, one is the number of license plates on the car, and the other is the number of compulsory insurance. Since the Ministry of Public Security does not publish the number of licenses, the only source at present is the number of insurance on the car.
The data center of China Automotive Technology and Research Center has been cooperating with the domestic insurance industry for many years to provide domestic car insurance numbers every month. Cars that are not in the traffic insurance cannot be licensed, so the insurance data of the new car is closest to the real retail sales.
The insurance number of the China Automobile Center is only provided to car companies and relevant departments, and is not disclosed to the public or provided to the media. Therefore, the car company is very clear about the insurance number of the company's products.
Statistics from authoritative institutions show that in August this year, the number of new hongqi products was 25,971, and the number of insurance in September was 25,216. This is the real and credible number of insurance, that is, the number of terminal retails.
According to the news of individual so-called hongqi sales personnel, some media have alleged that the inventory rate of hongqi is high. The actual situation is that the inventory coefficient of Hongqi brand dealers in August this year was 1.2, and in September it was 1.1, which was lower than the industry average inventory level of 1.5, and there was no problem of high inventory rate.
From January to October this year, the output of Hongqi brand was severely limited. However, the wholesale sales of the new red flag are almost equal to the total production, how much is produced and how much is sold, and the marketing work has been done to the extreme. Due to the limited output, the gap between the wholesale volume of hongqi brands and the number of insurance in August was large, which is also a normal phenomenon.
As for the proportion of private customers of the new red flag, it is even more nonsense. Since the implementation of the new Hongqi brand strategy, the hongqi brand image has been deeply rooted in the hearts of the people, and the new products of the Hongqi brand have been launched one after another, and the Hongqi brand has become the fastest growing brand of domestic independent brands, and it is also the luxury automobile brand with the highest growth rate among the Domestic and foreign automobile brands sold. One of the important reasons is that the new Hongqi brand is no longer just an official car, but has entered thousands of households. According to statistics, in the first 10 months of this year, private customers accounted for 94% of the sales volume of the Hongqi brand, which fully proved that the majority of ordinary consumers highly recognized the Hongqi brand.
The basic principles of journalism are truthfulness, objectivity and impartiality. Whether it is traditional media or new media, these three points must be followed. Especially as Chinese media people, in addition to following the basic guidelines that journalists should have, at the same time, we should also pay more attention to and support the development of national industries and national brands. As a veteran automotive media person who has been in the industry for decades, I strongly appeal to us to jointly cheer for the growth and strong shouting of the national industry and national brand, which is the responsibility, mission and responsibility of every media person and every Chinese. (End)