Since entering the second half of 2023,The east wind is blowingThis once high-profile car company fell into silence. In the opening battle of the year,The east wind is blowingThe performance was not satisfactory, and there was a serious decline in sales. From the peak at the end of last year to the shrinkage this year,The east wind is blowingsales have plummeted. However, the specific sales data has not yet been released, and a preliminary judgment can only be made through the situation in the previous months. In January,The east wind is blowingsales of only 1,090 units, compared with 21,602 units sold from January to May this year. In comparison, some competitors sell more than that number in a month. It can be said thatThe east wind is blowingIt is going through a desert period of sales.
ForThe east wind is blowingSuch a situation is not unfamiliar. Over the past few years,The east wind is blowingThere have been some amazing results in the market in the past. In 2021, more than 100,000 units were sold, and from 2009 to 2016, sales peaked at 260,000 units. When the auto market gradually resumed growth after the epidemic,GeelyThe Great WallChang'anWhen the sales of independent brands are climbing and breaking sales records,The east wind is blowingBut he lost his direction and got into a predicament. It tried to tap into the high-end market, and even made efforts to reposition and rebrand, but all failed. InFuel vehiclesAfter the market crashed,The east wind is blowingTrying to shift the focus to new energy sourcesCars。They have set a target of 100% electrification within three years and production within five yearsFuel vehiclesand become the grand goal of the mainstream brand of new energy that Chinese young people like. However, it seemsThe east wind is blowingThere has still been no substantial progress in the transition.
The reasons for the failure of Dongfeng Fengxing have been summarized very clearly by the outside world. The main reason is the lack of core technology. AsThe east wind is blowingThe flagship model of the family,LingzhiThe level of technology is still stuck inDelickalevel. Whether it's traditionalFuel vehiclesStillNew energy vehiclesThe east wind is blowingThey are unable to independently develop core technologies, and can only fill this shortcoming through procurement. The lack of core technology has also led to problems with product pricing. In March of this year,The east wind is blowingZeng Qinglin, general manager of the sales company, said in response to the price reduction question: "If there is moisture in the price of a product itself, there is no problem with a discount of tens of thousands of yuan. ButThe east wind is blowingThe pricing of our products has always been very 'honest'." This sentence gives people a feeling of "everyone is drunk, I am sober". Due to the reasonable pricing of the products,The east wind is blowingIn the price reduction war, there is no large-scale price reduction following other competitors. However, due to the criticism of product quality, the market positioning is not clear enoughThe east wind is blowingsales continue to decline.
In the face of consecutive failures and sluggish market performance,The east wind is blowingIt seems to have fallen into the stage of "slow death". In the context of the continuous introduction of new products and fierce competition from other car companies,The east wind is blowingNo major measures have been taken, only minor facelifts and new additions have been made to its models. Therefore, it is expectedThe east wind is blowingSales in June are likely to be the same as before. ForThe east wind is blowingThis state of malaise is undoubtedly fatal. In accordance withCarsFrom the perspective of the development law of the industry, "annual sales of 100,000 vehicles is a life and death line;."Annual sales of 200,000 units is a survival line;When the annual sales reach more than 300,000 units, the brand can talk about development." NowadaysThe east wind is blowingAlmost on the edge of a cliff, no one knows where the future lies.
In general,The east wind is blowingThe difficulties are not only due to the short-term decline in sales, but also due to the lack of core technologies and unclear market positioning. For a brand that has been in the market for more than 20 years, "eating the old book" is by no means a good choice. The glory of the past does not guide the development of the future, and there are many of them every yearCarsBrands are departing in the midst of a new era. IfThe east wind is blowingIn the new era, it is still inactive and gradually eliminated by the later waves, it is only a matter of time. The east wind is blowingIt is necessary to strengthen the research and development of core technologies, clarify market positioning, and keep pace with the times, so as to be able to rejuvenate and occupy a place in the market again. Otherwise, you will irreversibly fall into a situation of chronic death.