Text |There are few people in Shanghai.
Edit |Small balls.
Changan Qiyuan, leading the evolution of digital intelligence and new automobiles, has a beautiful meaning and a big goal, and can even be called the "number one" political achievement project of Zhu Huarong, chairman of Changan Automobile.
A07 sales are mediocre, and A05 is in a hurry to fight the first battle, which is regrettable. Kaizen is not BYD, it should stick to the value of the brand, and rashly follow the trend to exchange price for volume, which is not sustainable!
There is no accident, the first shot of the "first battle" in the new energy vehicle market in the Year of the Dragon was started by BYD, the new independent "first brother" with far ahead of sales. Under the marketing slogan of "electricity is lower than oil, glory strikes", BYD's sales pillar product Qin plus + destroyer 05 (the so-called plug-in hybrid double hero) simultaneously launched the glory version of the model, and the entry ** compared with the previous champion version of the model, it was further reduced by 20,000 yuan, only neededFrom 10,000 yuan! 
At the beginning of the year, the first war was sacrificed, and it is said that BYD Auto shouted the rampant slogan of "not leaving a way back for the joint venture car", and the ambition can be seen. But behind the ambition, colleagues in the industry should actually know and understand why BYD can lead the underlying logic of the new energy vehicle war again and again. Obviously, BYD's battle is not a simple "loss of money", not even a "small profit but quick turnover", but BYD's scale advantage and cost control ability, which is really beyond the reach of many peers. Public information shows,While BYD Auto's sales volume in the past 2023 will exceed 3 million, its annual profit is expected to be as high as 30 billion! What is this concept? You know, in addition to the news that wave after wave of various new car-making forces have "gone bankrupt and closed", so far, whether it is a joint venture or an independent brand, the brand manufacturers that can achieve "profitability" in new energy vehicles cannot be said to be rare, but only a handful, and few are pitiful!! Correspondingly, BYD's annual sales not only jumped to the height of 3 million vehicles, but also reached an unprecedented level of 30 billion yuan in annual profits; Basically, every time a car is sold, friends lose tens of thousands of dollars at least and hundreds of thousands at most, but BYD can achieve an average net profit of tens of thousands of yuan per car. 
This is the reality, and it is also the greatest confidence that BYD dares to lead round after round of ** battles. The scale advantage is huge, and the cost control advantage brought by the high vertical integration of the industrial chain that BYD has adhered to over the years is far from being comparable to the general car company friends. Friends can only fight brand wars, marketing wars, and service wars, blindly fighting with BYD, there is no way out, and sooner or later there will be no pants left. The reason is very simple, but there are still many peer friends like Chang'an Qiyuan, who lack strategic focus and pay lip service to long-term actions but sell themselves. You** down to 7980,000, I am more "ruthless" than you. Changan Automobile, which focuses on a "good oil and electricity", followed BYD's pace of price reduction and launched 7190,000 yuan of Yidong plus enjoy version, and 7890,000 Qiyuan A05. It is not surprising that the fuel vehicle Yidong Plus** fell to 70,000 yuan; However, Qiyuan Automobile, which bears the burden of Changan's new energy digital and intelligent strategic transformation, wants to fight the first battle and exchange price for volume through A05 under the premise that the first product A07 failed in the first battle and the sales volume were mediocre! 
Zhu Huarong, chairman of Changan Automobile, stood on the platform for the Qiyuan brand.
As we all know, in the era of fuel vehicles, whether it is Great Wall, Geely or Chang'an, the brand image and premium of independent brands are better than BYD's. Even so, the fuel version models such as Qin, Tang, and Song launched by BYD later were still "unsold" and had no choice but to stop production. As a result, BYD focused on new energy and ruthlessly gave up the huge market and front of fuel vehicles. This fully illustrates how important brand power, brand image and premium are when everyone's product power is getting closer and closer. And whether it's a house or a car, for most consumers, there is one"Buy up, don't buy down".The more you sell, the more consumers will flock to it, and the more you reduce the price, the more you will smash your own brand, and the more no one cares about it in the end. From the current point of view, BYD has benefited from its deep cultivation of new energy vehicles and electric vehicles in the past 20 years, and has occupied an all-round advantage in technology, brand, user base and other dimensions; Therefore, even if it takes the lead in fighting the first battle now, even if the damage to the brand premium cannot be underestimated in the long run, the benefits will undoubtedly outweigh the disadvantages in the short and medium term. 
In the next three or two years, BYD wants sales, sales, and sales, and while constantly consolidating its sales dominance, it is trying to become Toyota and Volkswagen in the new energy era. But Chang'an Qiyuan can't. It was originally a new brand that was launched in a hurry last year, but it was not well-known, and there was no user base. In this case, if you don't stick to making products, establishing brands, strengthening marketing channels and services, and follow BYD's first-class battle like a doctor in a hurry, you are destined to only shoot yourself in the foot and be unsustainable. Just think,From the perspective of consumers, when there are so many brand models at the same level, why choose Changan Qiyuan? ! Is it that when your brand awareness and attractiveness are not as good as others, you are a few thousand yuan cheaper than BYD? 
If that's the case, BYD's fuel car products have advantages over Changan Geely in size, configuration, and even **, why can't oil cars sell Changan and Geely? Tease Observation:Changan Qiyuan, leading the evolution of digital intelligence and new automobiles, has a beautiful meaning and a big goal, and can even be called the "number one" political achievement project of Zhu Huarong, chairman of Changan Automobile. It is no exaggeration to say that compared with the other two brother brands of AVATR and Deep Blue, the strategic significance and value of Qiyuan to Changan Automobile have increased unabated. Zhu Huarong, Wang Jun, Ye Pei and other high-level executives, and even bluntly said in public that Qiyuan is Chang'an in the era of electrification, carrying the historical mission of Chang'an's strategic transformation and breakthrough. Qiyuan is the foundation of Chang'an's new energy era, Qiyuan can't do it, and Chang'an New Energy has no future. But the ideal is very plump, but the reality is quite skinny. 
The Qiyuan brand shoulders the heavy burden of Chang'an's new energy transformation.
On the one hand, compared with brother brands such as AVATR and Deep Blue, Kaizen is the latest to be launched, and it takes less than a year to complete the game; The first strategic model A07 was once pinned on high hopes, but due to excessive "heavy design and light reality" and other reasons, this very distinctive and individual (practicality has been sacrificed and compromised) product, not to mention reduced to 15-200,000 price market cannon fodder, but it is true that the thunder is heavy and the rain is small, and the sales volume of the actual combat is mediocre for half a year. Immediately after A07, whether it is A05 or Q05, discerning people know at a glance that it is a simple and crude "oil to electricity" quick finished product, the sincerity is seriously insufficient, and the market prospect is difficult to be optimistic about just relying on the low-price strategy to rush to the war. The market has long changed, and consumers have long been confused. But what can be done? It is regrettable that the high-level leaders patted their heads and decided, the strategic swing was rushed to the battle, and Chang'an Qiyuan, who was in a hurry to go to the doctor. The latest news, following A05, A07 will most likely participate in the ** war, and the "True Fragrance Version" will be launched, and the price exchange strategy will be carried out to the end.