Weipai's sales exceeded 10,000 vehicles in July, a year-on-year increase of 263%, which at first glance is enough to make people excited. However, after a horizontal comparison, it was found that it accounted for less than one-tenth of the Great Wall Motors overall market. In order to avoid high-end brands relying solely on Lanshan to support the storefront, Wei Jianjun simply put the Gaoshan family on the shelves in three different sizes 7, 8 and 9 at once, and used a series of numbers to tell the high-end diversity, so that the capital market would not always listen to the story of "one seedlings resist the whole family". It sounds like the routine is fresh enough, but in fact it is still using the number of gimmicks. Anyone who knows a little bit of knowledge knows that telling stories is much easier than building a hot car.
Check out Haval again. The monthly sales of 56,000 vehicles are worthy of the position of "big brother" and account for half of the total sales. But if you take a closer look, Big Dog, H6, and Foxconn MAX only sold 21,000 vehicles in June. One of the hot-selling cars is the next year, but the recent absence has caused Haval to fall into a passive position: on the one hand, the product definition is not clear enough, and it is not enough to make a low; on the other hand, the price cannot be set up or down, and it cannot squeeze into the high-end, nor can it drive away economical consumers. Without the protagonist's halo, there are o
Weipai's sales exceeded 10,000 vehicles in July, a year-on-year increase of 263%, which at first glance is enough to make people excited. However, after a horizontal comparison, it was found that it accounted for less than one-tenth of the Great Wall Motors overall market. In order to avoid high-end brands relying solely on Lanshan to support the storefront, Wei Jianjun simply put the Gaoshan family on the shelves in three different sizes 7, 8 and 9 at once, and used a series of numbers to tell the high-end diversity, so that the capital market would not always listen to the story of "one seedlings resist the whole family". It sounds like the routine is fresh enough, but in fact it is still using the number of gimmicks. Anyone who knows a little bit of knowledge knows that telling stories is much easier than building a hot car.
Check out Haval again. The monthly sales of 56,000 vehicles are worthy of the position of "big brother" and account for half of the total sales. But if you take a closer look, Big Dog, H6, and Foxconn MAX only sold 21,000 vehicles in June. One of the hot-selling cars is the next year, but the recent absence has caused Haval to fall into a passive position: on the one hand, the product definition is not clear enough, and it is not enough to make a low; on the other hand, the price cannot be set up or down, and it cannot squeeze into the high-end, nor can it drive away economical consumers. Without the protagonist's halo, there are only a group of supporting characters playing "beating the drum and passing the flowers", and there is always the moment when the bench is unstable.
Euler is a different situation. The monthly sales were 4,300 vehicles, down 10% year-on-year, and 50% cut in half in half a year. The old cat model has been replaced with a new packaging, but it still cannot compete with new flexible and agile opponents such as Star Wish and Dolphins. I can only tell a "female-only" positioning story. I don't know how to promote a new car. If this kind of chronic blood loss continues, I will sooner or later get anemia into the ICU. When the entire market is evolving, Euler is still telling the old jokes, and it is difficult not to be marginalized.
The tank brand looks stable on the surface, with monthly sales of 20,000 vehicles, but in fact it is full of dangers. The cumulative annual sales volume has increased by 8%. Who is the blame? Equation Leopard 5 cut the 350,000-level hard-core off-road market to 280,000 yuan in one go, and "shaved" the market price. The Tank 300 will not be upgraded again, and even if it has an iron armor, it cannot stop the price butcher knife. You can occupy today, but you can't protect tomorrow. The market has always been about whose fist is strong, and it doesn’t matter how powerful you were yesterday.
Speaking of going to sea, Great Wall exported 41,000 vehicles in July, accounting for nearly 40% of the export share that month. This wave of operation has actually been "rolled" to a new height by the domestic new energy market, and its profit margin has been shaved. I couldn't make money at home, so I had to use Blue Mountains and Gaoshan to expedition to the Middle East, Australia and Southeast Asia to buy exchange rate differences as cash, which is actually called "overhead moving". But is this money easy? Which one is not a mine that can be stepped on at any time when exchange rate rises, policy changes, and brand awareness? It seems safe, but in fact it is a last resort - after all, who is willing to be ruthlessly attacked by his peers in the domestic market?
Let’s look at the “good news” of Great Wall’s growth. Although the overall sales figure has indeed increased a little, the penetration rate of new energy has only barely exceeded 30%. Compared with BYD, people have already integrated all new cars. Looking up at Great Wall, the number of hybrid models is mediocre and the price does not have much advantage. The future market for new energy is not "who sells more" but "who evolves faster". If Great Wall cannot produce a popular hybrid new energy product in the second half of the year, the current small increase is just a short illusion of "returning back".
Interestingly, the problem of Great Wall is not a resource or technical problem, but a "thinking inertia" - I always think about solving today's problems with the past: launching more new products, creating more sizes, and talking more concepts, hoping to make story packaging replace the actual shortcomings. But the market is more realistic than anyone else. When consumers vote with money, the capital market looks at profits rather than gimmicks. The people at the Great Wall headquarters are very busy and they run data and make the list, but no matter how many growth figures are, they cannot escape the "real fragrance law" of product strength.
Do you think the Great Wall game is really a turnaround or a false fire? Wei brand surges, electric exports, and hot products seem to be quite large, but when you calculate it carefully, it depends on product innovation, price wars and "speculation on overseas". Once the opponent's hand comes with a knife, or the global abnormal wind blows, how long can the sales list be rampant? The real killer weapon is always a brand that "makes users willing to pay for it", rather than the eye-catching hot search report. The Chinese auto market is changing, and consumer tastes are becoming faster than anyone else. If the Great Wall cannot keep up with the growing market and increasingly keen consumers, no matter how much work is spent, it will not be able to cover up the anxiety at the bottom.
In the end, you will find that no matter how good the report looks, you will know if the house can last until dawn when the strong wind comes. Whether the Great Wall is now a true turnaround or a false prosperity is obvious.
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