Great Wall "Join" Wei Xiaoli

The executives of the automotive industry are not amazing, and people are passing by people. This time, the Great Wall is dyed.

First of all, Li Ruifeng, CEO of Wei brand. After Yu Chengdong confidently praised the extended drive system, he shouted across the air, "It is necessary to harden the iron, and the extended hybrid technology is backward.

Although Huawei did not respond positively, Li Ruifeng went online and sent multiple Weibo to attack the increase technology. "Before behind," beaten "," The blowing foam always has someone to break through "," Cut the leeks with backward technology ", etc., and also launch a voting of" the process of increasing processing the process ".

The voice here has not yet fallen, and another executive of Great Wall Motors commented on their peers.

When talking about CGTN reporters, president Wang Fengying talked about the difference between the differences between the company's A shares and H shares. The profitability of Great Wall Motors is very good, but the capital market not only depends on the profitability, but also the future.

When speaking of BYD, she said that I think they are designing strategic design for the capital market and designing for financing. The product can not make money. What they want is the concept of technology and the concept of energy. Essence

Regarding the speeches of Li Ruifeng and Wang Fengying, netizens consciously divided into three factions. A few people think that Great Wall executives are reasonable, and many people think that they are making popularity for their own brands, but more people are more rational -no matter whether Technology or concept, product sales represent everything.

From the perspective of "New Knowledge of Technology", the senior management team in front of the interrogation world, and the sour BYD actually reflects the helplessness and anxiety of Great Wall Motors in the new energy era.

Shi Yi's long skills under the helplessness

In 2020, Wei Jianjun, chairman of the Great Wall Motor, did not choose a big feast on his 30th anniversary of the car building. Instead, he released a special movie.

In the movie, Wei Jianjun's question was answered, "Great Wall Motors has been raised next year?" "According to me, life hangs a line."

At this time, the automotive industry is at the time of the alternation of new and old energy. The new forces such as Wei Xiaoli and other new vehicles have risen strongly. As the first Wei brand that the Great Wall has transformed the new energy, sales have fallen straight, and P8, VV7 GT, VV7 GT When the new energy models failed to survive for a year, production was discontinued.

Fortunately, the Haval H6 is also at its peak, and the monthly sales can still be stabilized at two or 30,000 vehicles. This allows the entire Great Wall Group to achieve 1.28 million units in 2021, which has stabilized a year of life.

However, the trend of new energy transformation in 2021 is already very clear. Reloking sales by fuel vehicles is undoubtedly a dark thunder that bury it sooner or later. As a result, Great Wall Motors shouted the grand goal of "to achieve global sales of 4 million vehicles by 2025, 80%of which are new energy vehicles."

Strategic changes highlight the determination of the Great Wall in the new energy market. In January 2021, Wei brand opened the path of change with the goal of "new generation of smart cars" and the new smart car Mocha, and also stopped all of the previous models.

However, the overall brand image changes have not eased the anxiety of Wei brand's sales.

Since June 2021, Wei brand has been hovering up to 5,000 monthly sales most of the time. Although it reached nearly 10,000 sales peaks in December 2021, it continued to decline in 2022. In April and May, the sales volume of WeChat fluctuated only about 2 or 3,000 units.

There are two key points to analyze the reasons:

The first is that Wei brand wants to come back from scratch with coffee, but in the eyes of consumers, it lacks the "backbone" technology. At the beginning, Wei brand wanted to use the lemon hybrid DHT and coffee intelligent to open the high -end market. However, under the great strategy of the Great Wall Motor New Energy Strategy, these technologies are now planned to the Haval and Euler brands. Even the unique appearance and three major pieces of Wei brand were copied on Haval.

To put it simply, the earliest positioning of the Great Wall for Wepai was like Geely Lingcker and Toyota Lexus, but in the end, it became a "precious version of Haval". Wepai could not open a significant gap with Hawra, and it was difficult to get consumers recognized. Essence

The second is that the change of Wei brand's replacement does not mean that it can pick up the reputation that has been lost. On the quality of the professional car quality evaluation platform, there are 182 complaints about We brand, and there are no new models such as Mocha and Macchido. It is worth mentioning that according to the latest complaints of Wepai on the Internet consumers, the engine is faulty, the vehicle is stuck, and the abnormal noise in the car is mostly.

Another important factor of brand word -of -mouth was badly played. In the play method, Wei brand insisted on adopting the "car -sea tactics" play that has always been used by the Great Wall. In just a few years, it launched explosive models such as P8, VV5, VV7. After the decline, it is not to analyze and increase market competitiveness, launch a replacement product, but choose to stop production, and then launch a new model of "replacement of shells".

Many consumers say that buying Wei brand cars is risky. If they do n’t move, they will stop production. It's hard to shoot. Many netizens teased: Great Wall's coffee is cold, there will be fruits, fruit is broken, maybe you can put a few pots of tea.

A industry insider said, "Wei Apai feels more impetuous, without inheritance and stability, becoming a high -end that Great Wall Motors thinks, but consumers are afraid of a brand." In addition, as another major electricity of the Great Wall, another major electricity of the Great Wall Automotive brand Euler has maintained its sales at about 10,000 vehicles since June 2021. After a brief breakthrough of 20,000 units at the end of 2021, it began to fall, and it did not return until June 2022 to the same period last year.

It is worth mentioning that in the first half of 2022, Euler sold a total of 59,000 new vehicles. Although it increased by 12.5%year -on -year, it was far lower than the average level of more than 20%of new energy vehicles.

Euler was originally a good card of the Great Wall, cutting into the market at low prices and subdivisions, and the first -mover advantage in the pure electric small car market. However, when its sales were the hottest, the problems at the European orler tactics and strategic levels were revealed.

The first is that Oulan's good cat is caught in a core exchange scandal. The arrogant attitude of Great Wall Motors has aroused strong dissatisfaction with consumers. Although Euler CEO Dong Yudong apologized after the city was full of storms, Euler was still put on the most hurting woman's "core" hat by some consumers.

Soon after, the price of raw materials in the automotive industry rose, subsidy policies, and refusal, and lack of electricity and such as electricity and lack of electricity. Dong Yudong suspended the order on the grounds that the loss of the two models of black cats and white cats exceeded expectations. This action of Euler directly created the opportunity to catch up for the competitors of the competitors Volkswagen's ID series, BYD Dolphin.

Perhaps it was misjudgment, or maybe arrogance. Wei Jianjun's decision (only followers of the new energy industry) made by Wei Jianjun in 2016, which made Great Wall Motors lose the opportunity. When the situation is clear and the new energy vehicle market is hot, he is determined to worsen the transformation.

But for traditional car companies, it is accidental to quickly seize the new energy market, and it is the norm for not accepting soil and water. However, after many years in the new energy era, the Great Wall seems to fully understand the rules of the game. Boom in the world, Tucao BYD, is exactly the same as those of the new forces of Wei Xiaoli.

However, can the new energy vehicle enter the stage of hard work at the moment, can the Great Wall still rely on marketing to break the situation?

The voting machine is defeated, and the weight machine can win?

In 2020, Great Wall made a large -scale social media marketing, allowing netizens to vote for the product name. The hot names such as big dogs and good cats originated from this event.

Yu Fei, general manager of Euler brand marketing, talked about it. They were gradually changing from traditional thinking to users' thinking, and the process of naming products became a channel for brand communication with users.

The final result also shows that the practice of the Great Wall not only closer the distance between the brand, products and users, but also brought its sales growth directly. Once the Haval Dog was released s level.

However, in early 2021, after the rename of the full series of products in the We brand, it did not bring the visible effect of the naked eye. This also represents the wave of "combination boxing" of the Great Wall's wave of marketing marketing, or it is not suitable for the new energy era.

"Now selling a car, just to make a piece with the user. In the New Energy Times, car companies have to sell cars by selling cows, touched porcelain, and pulling them. This has been verified. "

From the "Cosmic Internet Red" Musk's use of Twitter marketing, he carried the banner of the entire company's propaganda with his own strength; to He Xiaopeng, he bombarded his fellow and right to spray traditional car companies, and then Li Xiang wanted to tear his peers and netizens for his own products. Essence Such a very different language expression is inseparable from the changes in the automotive industry. The new four -car car, the new one is not only the research, development, production, manufacturing, and marketing. In the final analysis, the people behind them have changed.

Compared with traditional car companies, the biggest characteristics of new forces in marketing are "unobstructed mouths."

BYD, Great Wall, SAIC, these veterans who have been making the car that have said the most "extraordinary" are nothing more than "GM, Ford will close the door sooner or later", "to redefine luxury value, and be Chinese luxury leaders", "SAIC is not a body" and so on. Essence

However, in the face of new forces such as "Huawei Automobile Flinking Tesla a year" and "the best SUV within 5 million", it seemed particularly cautious. In other words, traditional car companies have only learned fur, and the expression of the two has obvious "linguistic gaps", which does not belong to an intergeneration.

When traditional car companies are still trying to hold the press conference higher and spread the media advertisements, the new forces of the car manufacturing have been settled in another way, and they have begun to use Internet thinking and new consumer brands to obtain traffic and the traffic and the new consumer brand. Sales.

Today, Great Wall Motors seems to want to use the marketing "recipes" that these new forces like to ignite their anger in the new energy market and solve the anxiety of the current capital market and the consumer market. In contrast, Great Wall Motors still lack some hard power in terms of San Dian and intelligence.

The market value of new forces and BYD, which has completely transformed, or is favored by more investors. Although it contains a considerable part of the future premium, it has nothing to do with the core technology behind it. The most typical example is that BYD's self -developed blade battery, as long as it flows out of the foreign supply, the stock price will change.

At present, the customers of BYD blade batteries have FAW, Hongqi, Zhongtong Bus and Changan Automobile. Big foreign customers also include Tesla, Toyota, Ford, Daimler and so on. This year, it is reported that Xiaomi and Weilai may become customers of blade batteries. In contrast, the latest data from the Great Wall, the Chinese Automobile Power Battery Industry Innovation Alliance shows that the hive energy previously peeled from the Great Wall ranked sixth in the domestic power battery enterprise installation volume in 2021, with a market share of only 2%.

In addition to the battery, in the IGBT (insulation grid bipolar power tube), SIC (power device), ITAC (smart torque control system) and other semiconductor core technologies, Great Wall cars that were forced to enter the game due to chip shortage in 2021 also worse One cut.

Compared with the new forces, the Great Wall is slightly insufficient in terms of autonomous driving and intelligence. It is reported that in 2021, Great Wall Motors announced that it will invest 100 billion yuan in new energy and intelligent technologies in the next five years. In contrast, car companies such as Tesla, Xiaopeng, Weilai, etc. will start to scold the huge sums of money around. Driving has launched a full range of research and development, and has been applied to its products to complete multiple iterations.

Of course, Wang Fengying is right. The capital market not only depends on the level of profit, but also the future. Although Great Wall Motors is one of the most profitable private car companies in China, it is indeed not outstanding in terms of growth.

Therefore, Great Wall Motors is urgent to abandon the past thinking of re -marketing and light research and development, and get rid of the established thinking of only high profit margins and cut off without making money. Preparation of delay and satisfaction.

During the interview, Wang Fengying mentioned that "In fact, Great Wall Motor's communication with the capital market is insufficient. President Wei's idea is to do product, enterprises, and pursue the highest quality operation." How the real situation is difficult to judge the outside world, but in the words of Graham, the father of value investment, the market is a weighing machine in the long run. In the short term, it is a voter. Essence

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Author 丨 Editor Wang Siyuan 丨 Yi Page

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