The Guangzhou Auto Show, which opened on November 17, is the largest auto market event in the fourth quarter, and new energy vehicles continue to be the protagonists. Among the many car company press conferences on the first day, the Chery Group press conference, which lasted for more than 1 hour, can be described as one of the most eye-catching activities. Chery Group brought 16 new energy models from its four major brands, Chery, Xingtu, Jietu and icar, and the new energy brand matrix was full of debut. Prior to this, on November 14, the new energy sequence of the Jietu brand - Jietu Shanhai was officially released, which completed the last piece of the territory for the debut of Chery New Energy Family Portrait at the Guangzhou Auto Show. At the same time, the first mass-produced car, Shanhai L9, was announced to be launched, and Jietu officially entered the new energy track.
As one of the four major brands of Chery Group, Jietu has been running wild like a dark horse in the car market for five years, running out of the industry's "Jietu speed", and by the end of this year, the total sales volume is expected to exceed 950,000 units, which still relies on the achievements won on the traditional track by fuel models such as Jietu X70 and X90 series, Jietu Daisheng and Jietu Traveler. Since as a latecomer on the old track of fuel vehicles, Jietu can stand out, so after entering the new track of new energy vehicles, Jietu must be "welcome". Every time I participate in the activities of the Jietu brand, I can feel the vigorous vitality and strong enterprising will of the brand. However, of course, it is not enough to rely on momentum, and to win in the market of giant "volumes", it also depends on hard power.
What is the strength of the mountains and seas?Through the observation and close understanding of the brand, the author believes that the following points are important strength supports:
1. Clear and unique brand positioning: Since its birth, Jietu has adhered to the "Travel +" market segment and continued to cultivate deeply, forming a strong reputation and brand effect among car lovers who love travel, and firmly marking the label of "Travel +". With the addition of JITU Shanhai, the travel usage scenarios of JITU cover hybrid family travel and hybrid off-road travel, and the implementation of the "Travel+" strategy is more substantial. In the industry, over the years, we have seen many other new brands vacillate in their positioning after they are launched, resulting in vague brand labels and delaying market opportunities. Clear and unique positioning is the first and most important question for the Jietu brand to do right.
2. Technology Chery's blessing and product layout: Chery's 26 years of technology accumulation is the greatest confidence of Jietu Shanhai. Under the Yaoguang 2025 strategy, Jietu Shanhai uses the five core advantages of Kunlun off-road platform, Kunpeng super hybrid C-DM technology, Lion Intelligent Cabin Dazhuo Intelligent Driving, extremely changeable space scene capabilities, and travel ecological platform to form the core of product technology. The first new car, the Jietu Shanhai L9, also combines the advantages of super size, super province and super strength, positioning the seven-seat super hybrid SUV of the big family, and the shot is the king. In the next two years, JITU will also focus on hard-core off-road hybrids, deploy off-road SUVs and pickup trucks, and help JITU hit the annual sales target of 500,000 or even 1 million units with more than 8 products.
3. Huge and sticky user and fan group: Since its launch, Jietu has been playing with users and fans, bringing a unique experience to the unique "travel +" ecosystem established by users, and three 100% user projects, that is, 100% direct to users, 100% direct user connection, and 100% direct user evaluation, which directly shorten the distance with users. The user activities of Jietu are rich and colorful, from the family banquet and fan culture festival of Jietu, to Guizhou Village Super and Zibo to catch up with the barbecue, leaving many innovative marketing cases for the industry. The more than 39 million fans it already has have laid a solid foundation for it to continue to expand its ecosystem.
4. A team that can work hard: From being unknown when it was born five years ago to ushering in the brand's first 1 million vehicles, Chery Group's strategic guidance and top-level design, a young team with strong execution are indispensable. The performance of Jietu Automobile has proved the high energy and combat effectiveness of this team. It is reported that JTU Shanhai will use a new team and a new ecology to build the brand and operate users. Then I think that if we can inherit the fighting spirit of the Jietu team, inject new innovation and creativity, and create another shortcut, it is also completely expected.
According to the latest industry operation data released by the China National Association, from January to October this year, China's automobile sales reached 2,39670,000 units, up 9% year-on-year1%, of which the growth of new energy vehicles, the increase in the share of Chinese brand passenger cars, and the record high of exports continued to be the bright spots of the auto market. Chery Group has made outstanding contributions to the above three highlights. In October, Chery Group's monthly sales exceeded 200,000 units for the first time, making history. From January to October, Chery Group sold a total of 1453.55 million units, a year-on-year increase of 416%, far exceeding the industry average. Among them, the sales volume of the Jietu brand was 2320,000 units, a year-on-year increase of 647%, in the Chery family, continue to hand over the transcripts of top students. At the press conference of Jietu Shanhai, several speakers repeatedly emphasized these two sentences: one is to be "the world's first hybrid off-road brand", and the other is to "create another shortcut for users". Is this a slogan, or an achievable goal?
From the perspective of industry trends: from the perspective of the development trend of the new energy vehicle market, the development trend of automobile culture including travel, the market performance and development trend of hybrid technology, etc., the track that Jietu Shanhai has entered is full of opportunities.
From the dimension of competition: whether it is hybrid or off-road, in recent years, it has become a battleground, and the market where the Jietu Shanhai L9 is located has strong opponents such as BYD Tang PLUS DM-i, Haval Snapdragon MAX, each of which has extraordinary strength, and each of them aims to become the leader of the market segment. The track that the mountain and sea enter is full of challenges.
Whether Jietu can seize the opportunity and overcome the challenge, and whether Jietu Shanhai can hand over the top student report card again, look forward to its next market performance.
We look forward to seeing JITU take the mountains and seas as the acceleration point of its new energy transformation, and realize an important climb of brand upward and value jump. Continue to write the "shortcut speed" and help the shortcut "travel" to a farther "farther".
Note: This article is based on the "Liu Yan Said Brand" ** number of the same name **).