First, the "focus on SUV strategy" helped Great Wall Motor's sales exceed 6.5438+0 million units.
20 12-20 17 the reason why the sales volume of Great Wall Motor can steadily break through1100,000 vehicles is inseparable from its own strategy of focusing on SUVs quickly. 20 13 On March 29th, Haval declared its independence, which accelerated the strategic transformation of the Great Wall from focusing on SUVs, cars and pickups to focusing on SUV items. Focusing on SUV strategy not only helped the Great Wall seize the historical opportunity of the explosive growth of SUV, but also effectively avoided the historical crisis of the collective collapse of China brand cars. Wei Jianjun's self-metaphor strategist is well deserved.
Second, Haval is weak, WEY is weak, and the Great Wall is stable at 654.38+0 million vehicles, with an impact of 2 million vehicles.
Any strategy is time-sensitive, and it is impossible to eat and drink for a lifetime. The value of a strategist is not unconstrained but adapted to local conditions. Great Wall released a new brand WEY at the end of 20 16. In order to seize new opportunities such as consumption upgrade, it positioned itself as the leading brand of luxury SUV in China, focusing on the price range of15-250,000 yuan. At the same time, through upgrading configuration and strengthening quality control, the price range of Haval was raised to10-0/50,000 yuan. But 20 17-20 18, not only Harvard's growth is weak, but WEY's performance is not as good as expected. The fundamental reason is that although the Great Wall has made great progress and its configuration has been obviously improved, its comprehensive strength still cannot meet the demand of the price range of 65,438+0-200,000 yuan. Control and fuel consumption, especially brand and word of mouth, need to be greatly improved, which cannot be realized in a short time. Coupled with the rapid cooling of the market and the crazy price reduction promotion of overseas brands, the Great Wall was caught off guard and made matters worse. If the macro situation remains unchanged, the Great Wall will be under great pressure whether it holds 1 10,000 vehicles at present or impacts 2 million vehicles in the future.
Thirdly, it is suggested that Great Wall upgrade the "focus strategy" of 20 19 to 2020, so as to lay a solid foundation for one million vehicles.
Practice tells us the truth. With the current strength of Great Wall, the success rate of trying to push Haval to the forefront of overseas ordinary brands in a short time is very low, and the success rate of attacking the hinterland of overseas ordinary brands with WEY is very low. On the contrary, it is a large-scale price reduction promotion of Haval M series and VV6 in the second half of 20 18. 20 19-2020, the market will generally get colder, and overseas brands such as Volkswagen will explore on a large scale. At present, the urgent task of the Great Wall is to stabilize the foundation of one million vehicles.
Adhering to the principle of adapting measures to local conditions, it is suggested that Haval's key price area should return from 10- 15 yuan to 12 yuan China brand base camp, and WEY should return from 10-65438+ overseas common brand hinterland. At the same time, it will extend to cars and MPVs, seize the new opportunities of automobile sports and MPV home use, and expand the chassis of the million-car system.
About the author: Chief analyst of Zhou Lijun Easy Car Research Institute.
Since graduating from college, I have worked in the automobile industry for more than ten years, during which I have worked in the public relations, media, industry analysis, consulting and other sub-sectors of the automobile industry, and have a certain research and understanding of industry trends, car buyers, product structure, enterprise strategy and macroeconomics. My personal opinion is that life is short. If you can knock yourself into the spinal cord of the automobile industry like a steel nail, you can also eat, drink and be merry.
At present, he is the chief industry analyst of Easy Car Research Institute, and has been hired as a consultant by some car companies, communication and research institutions.