This past December, JTU Traveler sales hit a new high of 11,672 units. In the situation of new energy in full swing, as a fuel vehicle "square box", it only took more than three months to achieve a monthly sales of more than 10,000, and the performance of travelers is amazing.
In 2020, the Haval dog, known as the "first car" of light off-road, sold more than 10,000 units only four months after its launch. Moreover, compared with the Haval dog in the past, the competitive environment of China's automobile market is more complex today, so the rapid success of the Jet Traveler is naturally more "golden".
In addition, the "Chery Exploration 06", which is the same door as the Jet Traveler and was launched earlier and cheaper, had a lackluster market performance, with the highest sales volume last month, only more than 3,000 units.
As a result, the reason why the rapid success of the short-distance traveler has become a topic of concern and heated discussion among many people. In Chinese culture, the right time, place and people are the three major elements of success; For short-distance travelers, it is indeed the right time and place.
Although the Jet Traveler is not the first light off-road square box, driven by the Haval Big Dog in the past three years, consumers have a deeper and clearer understanding of the models in this market segment. Moreover, with the reason for masks, consumers' car consumption concepts are becoming more and more urban, and outdoor life is gradually emerging, which makes the "square box" of Kecheng and Yeye have a better "cultural" soil.
According to an authoritative report on Chinese consumer travel, compared to the pre-epidemic period, 833% of people have significantly increased their outdoor activities, and the proportion of outdoor travel and driving has reached 875%, in other words, models with a certain off-road ability have become the best "partner" for people's outdoor activities.
As for the geographical advantage, in the past three years, no other manufacturer has launched similar models into the market, and the arrival of the Jet Traveler has naturally formed a "binary cognition" with the Haval Dog, that is, the Haval Dog is a mature model, and the Jet Traveler is a rising star, which virtually greatly shortens the "marketing time and marketing cost" of the Jet Traveler.
Another hidden "geographical advantage" is that the Haval dog has been on the market for more than three years and has entered the end of the life cycle of a model.
Chery Automobile has always been known as a "science and engineering man", and has also had the experience and technical accumulation of making hard-core off-road vehicles (Weilin X5), and the Jietu Traveler has a better "reputation" guarantee in terms of technology and quality. In addition, the excellent "styling design" of the Jet Traveler - tough and refined, is also an important factor in quickly getting out of the circle.
Realistically speaking, compared with the relatively rounded Haval dog, the style of the Jet Traveler is more inclined to the style of traditional hard-core off-road vehicles, and this caters well to the aesthetic sense of consumers on the other side.
That's right, at least in terms of look and size, the Jet Traveler is more like the hot Tank 300. But for most people, there are not many opportunities and time for deep off-roading, more urban commuting, and a small part of the time is light off-road; In this state of demand, it's no surprise that the more rugged shortcuts are in demand.
The second factor of the "people" of the short-distance traveler is the value for money. According to the subsidy of 2,000 to 8,000 and 15,000 yuan for the rights and interests of Jet Traveler users, it is equivalent to a discount of 2 on the basis of guidance10,000 yuan - originally 13990,000 yuan-18The ** of 490,000 yuan is actually equivalent to 1189 and 16390,000 yuan.
According to our visit to the terminal, the guide price is 15The sales volume of the 4WD version of 990,000 yuan accounts for the highest proportion, and for the replacement users, the guide price is equivalent to the final road**. For more than 150,000, you can buy a light off-road SUV with a ** differential lock and a rear axle differential lock, which is still very attractive.
The brand tonality and good marketing of JTU focus on travel are the third "human" factors for JTU travelers. Since the launch of the brand in 2018, JITU has played the brand label of "Travel +", and under the "Travel +" strategy, product research and development, user operation and marketing have all been built around the concept of "travel", forming a distinct "travel car brand" perception in the automotive circle.
Before the Traveler went public, the products of the Jietu brand relied more on cost performance to win, but after the listing of the veritable "Traveler", the concept of "Travel+" has been fully implemented - the Traveler and the Jietu brand have formed a mutual empowerment.
According to the official statement of Jietu, starting with travelers, the Jietu brand will also evolve from family travel to off-road travel. Li Xueyong, general manager of Chery Automobile Marketing Company and general manager of Jietu Automobile, said that in the future, Jietu will not build more urban SUVs, but will focus on hard-core off-road and pickup trucks.
Coincidentally. Zhang Guozhong, executive deputy general manager of Chery Automobile Co., Ltd., also once said that the future of Jietu depends on whether it is "wild" enough. Obviously, the "wild" that JTU is focusing on at the level of brand strategy has further strengthened the market potential of JITU travelers.
Before the traveler, the "Travel+" of the Jietu brand was more of a marketing concept0 era, that starts from the traveler, the 20 times. And this travel+ is no longer "empty" - "wild" has become the driving force of the brand strategy.
Throughout 2023, JTU Traveler can be called a "dark horse" in the fuel vehicle market.