In the high-end interview room opened by Easy Car, Auto Sankei.com interviewed Zhang Hongyu, deputy general manager of Chery Holding Jietu.
Zhang Hongyu, deputy general manager of Chery Holding Jietu, experienced a "cold winter" on 20 19. According to the statistics of Passenger Car Association, the annual sales volume of the narrow passenger car market was 20.7 million, down 7.4% year-on-year, further increasing compared with the 3% decline in 20 18. However, Chery Gateway, which was born in the most difficult period of China automobile market, was able to rise against the market. In 20 19, the annual sales volume of138,000 vehicles was realized, and 200,000 new cars were sold in only 18 months and 10 days, which is called the "gateway speed" of China automobile industry.
Many articles on the Internet refer to Chery Gateway as a "price killer", and they speculate that this may be the key to its rapid sales growth.
But Zhang Hongyu disagrees with this statement. Zhang Hongyu analyzed that there are several reasons why Chery Jetway can rapidly increase sales.
First, adhere to the "travel+"market segment positioning. Now the products are mainly SUVs, with the technical resources of Chery Group as endorsements. Chery Jietu has inherent advantages in R&D, manufacturing and other fields. Its products are specially equipped according to various scenes of "Travel+",such as 220V power supply, flexible and changeable large space, inductive tailgate and so on. And established a strict quality management system and supplier control system. In short,
The second reason is the "travel+"ecosystem, which gives car owners a number of car rights. For example, if the owner wants to book a hotel or restaurant on Ctrip, there will be a discount. In addition, if you drive a Gateway car to travel, some tourist attractions will also have service outlets, which will take good care of this Gateway car when traveling, which is also one of the advantages.
The third reason is excellent service. During the epidemic period, we upgraded the fresh air system for old users free of charge at the first time, established a convenient and comfortable 50-kilometer car circle relying on the powerful channel system Chery Jetway, introduced policies such as lifelong free maintenance and opening an online 4S shop, and provided practical products to consumers in time with measures such as vehicle warranty of 200,000 kilometers and engine warranty of100,000 kilometers.
The following is the original interview:
Automobile production and marketing. Com: Please briefly introduce the key models brought by Gateway this time.
Zhang Hongyu: This exhibition mainly focuses on the positioning of "Travel Plus" of Chery Jietu. The entire booth is also arranged according to the "Travel+"scene, and the overall layout of the "Travel+"ecosystem is built around the user experience. The products we brought to this auto show are mainly X70 series products and X90 series products. X70 series products mainly include Jietu X70Coupe, new generation Jietu X70 and Jietu X70SEV. At the same time, it also brought 90 series products such as Jetway X90 and Jetway X95 that love Pro, mainly bringing these two product sequences.
Automobile production and marketing. Com: Gateway X70S is very cost-effective. Known as the price killer on the Internet. Do you like this title?
Zhang Hongyu: Jetway X70S is really cost-effective, but it is not a "price killer". At the same price, Jetway X70S is very competitive in power and configuration, and its 1.6T in-cylinder direct injection engine has the strongest power performance in the same class. At the same time, we have given it a younger target group with three highlights: Style (fashion), Sport (intelligence) and Smart (intelligence). In fact, it is a further subdivision of different groups in the "Travel+"market segment, with a long wheelbase of 2745 mm In the same price model, the space comfort advantage is obvious, and the Gateway X70S is equipped with many leapfrog configurations. For example, lane departure warning, lane change assistance, panoramic images, fatigue driving reminders, car networking and so on. Coupled with the dynamic and fashionable design and sincere price, this car gives users more choices, and the cost-effective advantage is also outstanding, rather than a single price advantage.
Automobile production and marketing. Com: In fact, Chery has had a problem for many years, that is, the follow-up efforts in the process of brand promotion are not enough. However, in the past two years, both Geely and the Great Wall, including Chang 'an, have obviously improved their brand. What strength do you think gateway will rely on to support its brand in the process of going up in the future?
Zhang Hongyu: The cornerstone of brand promotion is inseparable from the promotion of overall sales. Chery Group's sales volume is increasing in the first half of this year. In June, the sales volume was 46 189 vehicles, an increase of 10.9% from the previous month, which has been maintained for four consecutive months. Overseas exports and new energy sales increased by 27.3% and 3. 1% respectively. During the period of 1-6, the cumulative sales volume was 235,248 vehicles, and passenger cars were exported 4 1799 vehicles, up 42% year-on-year. Obviously, the brand has been upgraded.
The value of Chery Jietu in the system lies in opening up a brand-new "travel+"market segment, occupying a leading position in the market segment, gaining market recognition, enhancing the market share of Chery Group, and working together with its brother brands to enhance the overall brand of Chery Group.
How to support the brand upward? We believe that, first of all, we should continue to adhere to and deepen the "Travel+"market, continue to build and improve the "Travel+"ecosystem, so that Chery Jietu will always be at the forefront of market segments, lead the market forward, and be the first in the industry. We are also very confident about the future development. With the endorsement of Chery Group's more than 20 years of experience in vehicle manufacturing, as well as its output in R&D and technology, Chery Jietu is confident to continue to exert its strength in market segments. It can be said that Chery Jetway is already in a leading position in the "Travel+"market segment and will continue to maintain it in the future.
Chery Jietu, Link and WEY are praised by many media friends as the "new three brands" of China automobile industry, which also represents that the overall brand image of China automobile industry is actually gradually improving. Of course, in addition to appearance, the price system is also one of the important indicators. At present, China brands are breaking through the price range of10-200,000, with emphasis on the price range of 10- 15. At present, the average selling price of Chery Jietu is stable at 654.38+0.05 million yuan, which not only stabilizes the profit of dealers, but also shows the upward trend of brands.
Automobile production and marketing. Com: According to the information I have found, after your users buy a car, Gateway will let users share Gateway in the form of car clubs, clubs, brokers and points system. At the group level, we will also create a travel ecosystem by opening up the Tuju tourism plate and the service Zhilian plate, with the Jiewei product series as the core contact. Can you tell us in detail how this ecological circle works and how it is built at present?
Zhang Hongyu: Since its birth, Chery Jietu has been insisting on building and improving the "Travel Plus" ecosystem. Chery