In the past October, Xingtu sales reached a historic 5,015 vehicles. This achievement is a milestone for the Xingtu brand since its establishment in 2019. Against the background of an industry where core shortages are rampant and raw material prices are rising, it is rare to achieve such results. Taking advantage of the opening of the 19th Guangzhou International Auto Show, we had an in-depth exchange with Ye Lei, executive deputy general manager of Xingtu Marketing Center, on marketing issues such as Xingtu products, brands and market strategies, and were able to explore the reasons behind Xingtu’s sales code. story.
During the exchange, Ye Lei mentioned, “2021 is the year of building the foundation of the Xingtu brand. Since this year, Xingtu has comprehensively deepened its efforts in brand, products, channels, marketing, etc. Promote system capacity building and initially gain recognition from consumers." Facing the upcoming year 2022, he said, "Compared with joint venture brands, Xingtu's road to high-end development is long and difficult. Only steady progress can make it far. 2022 is the year of growth for the Xingtu brand, and Xingtu will strive to Achieve Double’s comprehensive growth goals in terms of sales, channels, brand power and profits.”
Aiming at the explorer group, the "Ji Zhi New Guochuang" brand renewal plan has begun to show results
Under the current market trend of global consumption upgrading, a new generation of young consumers The understanding and consumer demand for domestic products are undergoing profound changes. They grew up in an era of rapid social and economic development and drastic changes in China. They have a distinct sense of national pride and strong cultural self-confidence, and are solid supporters of independent brands. Xingtu gives this group of people who pursue individuality, dare to try new things, and love life the title of "Explorer".
Aiming at such a group of "explorers", in April, Xingtu launched a new brand positioning of "Ji Zhi New National Innovation" and "high-end" and "intelligent" , "vital" brand value as the core, and released a new brand refresh plan. Among them, "Ji Zhi" represents the ultimate smart travel technology, and "New National Innovation" refers to the brand creativity that represents China and leads the future. Under the new brand positioning, Xingtu will create a wonderful travel experience in the new era and new scenarios in a way that understands what users think and caters to their needs.
Brand building is inseparable from strong product support. In order to create high-end products that rival the world, Xingtu has integrated Chery’s 24 years of car-making experience to create a world-class The high-performance architecture - M3X Mars Architecture PRO, lays a solid foundation for the new Xingtu to continue to build global quality cars, leading Chinese automobile brands to restructure the global automobile industry pattern. In just 3 months since its launch in August, Lingyun and Lanyue, the Yunyue combination born under this structure, have successively received recognition from multiple dimensions and fields in the industry, demonstrating their inherent strength beyond joint ventures and comparable to luxury. , the technological advantages and industry labels of “Created in China” are gradually and deeply imprinted onin public perception.
In terms of performance, Lingyun not only won the annual overall championship in the medium and large SUV category in the 2021 China Production Car Competition, known as the "Olympics of the automotive industry", but also With an acceleration of 6.58 seconds from 100 kilometers to 100 kilometers, it set the record for the fastest fuel vehicle since the inception of the event. The Star Core Power 2.0TGDI carried by Lanyue won the honorary title of "China Heart" Top Ten Engines in 2021. In terms of safety, as the brand flagship, Lanyue has successively won the titles of "China's Top Ten Car Body in 2021" and "2021 C-NCAP Crash Test Five-Star Safety (No. 1 among seven-seat medium and large SUVs)". It can be said that the M3X Mars Architecture PRO vehicle-building architecture already has world-class safety, quality and performance capabilities.
As a product year, Xingtu has also ushered in full bloom in product fields such as market structure layout and new product iteration. Marked by the launch of its flagship model Lanyue, Xingtu has officially broken through the joint venture ceiling of RMB 200,000 and has initially completed its product layout covering compact, medium-sized and medium-to-large SUVs. At the same time, Xingtu basically maintains the new product pace of "new cars every month and hot models every month", and its family product matrix has become increasingly rich, fully meeting the personalized and diversified consumer needs of the current market.
at 82.3km/h The TX super four-wheel-drive version has achieved blockbuster results and has been dubbed the "Elk Magic Car". With its driving pleasure that surpasses its class, it has successfully reshaped the new benchmark for the 130,000-yuan sports SUV, targeting the Generation Z consumer group. Keep abreast of national trends and emotional value expression needs, Zhuifeng joined hands with Henan Satellite TV Internet celebrity IP "Tang Xiaomei" for cross-border marketing, opening up a new segmentation path of youth and personality. As a super five-star luxury SUV, Lingyun has shown popularity since the day of pre-sale. market status The brand-new flagship model Lanyue has not only been well received by end consumers, but has also become a designated official vehicle for governments, courts, state-owned enterprises and other units, further consolidating the Xingtu brand. High-end value.
In addition to brand and product innovation, Xingtu keeps up with market trends, actively explores new channel models, and launches the "1+N+X" Spark channel. Model and the “Hundred Cities and Hundreds of Stores” Network Expansion Action , to realize the "troika" go hand in hand, among which "1" represents Xingtu experience center, "N" represents franchised stores, and "X" represents authorized experience stores as the goal, adhering to high quality. growth operations Concept, Xingtu empowers dealers at all levels through differentiated network development strategies in cities with different capacities. Since this year, dealer profitability and consumer terminal satisfaction surveys have doubled.
It is precisely thanks to this series of foundation-building moves that in the past October, Xingtu’s sales have historically exceeded 5,015 units, a year-on-year increase of 132.1%. It has achieved double growth for 12 consecutive months. The cumulative sales volume from January to October A year-on-year increase of 133.4%.p>
Taking D4 as the goal, achieving Double growth in sales, channels, brand power and profits
In 2021, under the guidance of the new brand positioning of "Ji Zhi New National Innovation", Xingtu will rely on strong System capabilities, with a continuous upward attitude, have consolidated high-quality development performance.
“If 2021 is defined as the year of foundation building, 2022 will be the year of growth for Star Road. When talking about the business plan for 2022, Ye Lei said that in 2022 Year Xingtu will focus on achieving the D4 development goal through the "dual mode + dual wheel" business structure, that is, in the four major dimensions of brand sales, channels, brand power and profit, on the basis of 2021, it will achieve Double's Breakthrough.
As for the specific measures for next year, Ye Lei said that in terms of new products that consumers are most concerned about, the first is that the four existing products will pass the model year. , comprehensively promote the "dual-wheel (traditional energy + new energy PHEV)" driving strategy, and will continue to iterate and upgrade its product capabilities to better meet consumers' needs for high-quality products. At the same time, there will be a new product next year. payment strategy The release of new products will become an important member of the Xingtu family. In terms of channel construction, Xingtu will continue to promote the "two models, three forms" channel development strategy and promote marketing reform. The Spark Alliance licensing system with Xingtu experience center, Xingtu franchised stores and Xingtu authorized experience stores as the core, and the agency system with supermarket pop-up stores and cross-industry alliances as the core, optimize and enhance the channel through dual-mode strategy cover efficiency and service capabilities.
Continuous product iteration, diversified channel layout, upgraded brand experience, and adherence to quality services... these factors have enabled the Xingtu brand to achieve breakthrough development in 2021. Regarding this year's achievements, Ye said. Lei said that everything in the past is just a prologue. In 2022, Xingtu will continue to promote system capability upgrades and innovative marketing to provide customers with products and travel experiences with more valuable identity.