Recently, Qoros Automotive released the latest sales data. In May, the sales volume exceeded 7,000 units. The cumulative sales volume in the first five months reached 23,000 units, an increase of 366% year-on-year. From the current sales results, it is already 1.5 of the total sales volume of last year. Times. At the beginning of this year, the production and sales volume of Qoros Automotive had a remarkable performance. In May, Observing the 3 SUVs, the total sales of 5 SUVs amounted to 6838 units, becoming the absolute main force of the sales in May. Last month, the growth rate was 37.12%, a cumulative increase of 456.71% over the same period. After Baoneng took over Qoros Automotive, Qoros Automotive has a tendency to return to the mainstream Chinese high-end brand image and status.
After the empowerment of the concept of gorgeous turn
Since the end of December last year, Baoneng Group spent RMB 6.5 billion to take over Qoros Automotive. Baoneng Group, with its absolute controlling interest, has been unable to wait to start its own journey in the automotive industry. In early February of this year, Guanzhi Automobile served as CEO Liu Liang. Announced the resignation, when he was appointed member of the Standing Committee of the Beiqi Group and the president of the Beiqi Group New Technology Research Institute Li Feng took over; in April, the executive vice president of the market and public relations from Volvo was transferred to Qoros Automotive. Ning Shuyong also announced the resignation and sales by Beijing Automotive. Chen Siying, the former deputy general manager of the company, took over; Bai Xueyuan, former vice president of Baidu, and Cai Jianjun, formerly vice president of Beiqi, also joined Guanzhi Auto this year. With the addition of several executives, Baoneng started to observe the top-down view. The 'major surgery' was performed. From today’s sales feedback, the steering wheel of Guanzhi Auto seems to have found its way.
Different from previous publicity slogans, the concept of positioning the 'high-end car brand' strategy is now starting from the 'Chinese brand'. Du Fangci, an expert in the automotive industry, said that since the launch of the Qoros car, it has been performing poorly in the market, first of all because of The design and interior configuration of the design are all against the European design, deliberate positioning and misjudgment of the market, leading to the fact that Qoros has been building cars with no goals, and secondly, due to consumers’ commitment to the Chery Automobile brand. Cognition has a certain bias, and there is also a need for a gradual acceptance process for Guanzhi Automobile. The lack of a strong brand base and the mature European design lead to a poor sales performance.
Earlier this year, Baoneng Group announced that it will invest in Qoros Automotive for new product R&D for five consecutive years with an annual investment of 10 billion yuan. In this context, the external parent company of Kento Automotive Kenon Holding stated that it will Considering the sale of the remaining shares in the hands of Baoneng Group, with a total value of approximately RMB 3.12 billion, Baoneng Group may choose to increase its shareholding ratio to 67% in the next two years. Chen Xiying, Vice President and Deputy General Manager of the sales company , After acquiring strategic investment from Baoneng Group, Qoros Automotive will make a new appearance with a new era, new vision, and new mainstream, opening a new chapter in development.
Behind the skyrocketing sales
This year, the phenomenal growth in the sales volume of Qoros Automotive has caused considerable concern in the industry. Yin Chengliang, a doctoral supervisor at the School of Mechanical and Power Engineering at Shanghai Jiaotong University, said that the reason why the vehicle manufacturers saw soaring sales was nothing more than three reasons. First, the company was passing through. After reviewing the market again, sometimes the company can not grasp the lifeblood of the market at all times. At that time, the company will advance its marketing activities by marketing its products to its internal employees, suppliers, and business partners. Second, Under certain circumstances and policies, there will be a surge in car sales, such as the sales of BYD's plug-in hybrid vehicles in Shanghai, which has almost reached 90% of the sales of new energy vehicles in Shanghai. Third, it is a good reputation. In the market is very popular with consumers.
There was also some doubts about the rapid increase in sales. Some industry insiders revealed that the reason that Qoros Automobile’s sales have soared in a short period of time has a lot to do with the subordinate Link Cloud car rental products of Baoneng. Car rental sites in Nanjing, Chengdu, Wuhan, etc. These car rental outlets indicated that they did purchase a number of Qoros cars and were generally satisfied with Qoros car in terms of consumer use. Although they could not be sure that Link Cloud Car Rental The specific number of purchases, but it can be proved that part of the sales volume of Qoros car consists of rental business.
Cui Dongshu, Secretary-General of the National Passenger Vehicles Association, said that after the Bengergy Group took control of the car as its actual controller, it was able to say that it had achieved initial success, and at the same time it also changed the view that the car was inefficient. Inaccurate positioning, and returning to the independent brand of Qoros Auto, it is apparently light-loaded and the strategic layout is clear. At the same time, it is necessary to point out that the management’s accurate market and its own popularity flow drive sales growth. The effect is obvious.
Cui Dongshu added that currently the sales of Qoros Automotive cannot be entirely internally digested. The actual production and sales data released by CAAC every month is objective and real, which can basically reflect the survival of the entire vehicle company in the market, even with the linkage cloud. Car rental has commercial procurement business and is also a marketing model. It cannot be treated as an invalid transaction. Cui Dongshu also reminded that internal digestion as a marketing tool can be urgent but not lasting. Reliance on product power to increase market share is more important. After all, the question of market performance requires doubt.
Looking at the various actions after Baoneng's inception, its strategic positioning and sales ideas have changed the original routines, which have stimulated the market, resulting in an increase in market sales. This is a high-probability event. In addition, it should also be noted that , Before Baoneng took over, the market performance of Qoros Autos was not satisfactory, resulting in a low base for the same period, which is one of the reasons for the year-on-year increase in data. Some analysts believe that Qoros Autos is able to return to the mainstream. Looking at the sales performance of its first-tier cities, taking Beijing as an example, only one dealer is currently operating, and consumers are less aware of Guanzhi Auto than lead pickers and WEY. Viewing the future is still a long way.
The future needs learning and innovation
'Our view of the current results can be very exciting and happy.' Du Fangci told reporters in an interview, 'To maintain the current good trend of development, is very important to observe, this shows that consumers are beginning to re-understand the concept, If we can maintain this status, it will be very beneficial for Guanyin to break through the 80,000-unit sales plan proposed this year. At the same time, it should also pay attention to the dynamism of new life. Consumer cognition and market acceptance often require a process. On the product design and marketing model, Guanzhi also needs internal skills to enhance its own brand strength and win good reputation with products.
Some analysts pointed out that as a forerunner of independent high-end brands, Guanzhi Auto may now wish to learn from other companies' successful models, such as WEY and Collar. From the current point of view, consumers are not only more knowledgeable about the product, but also have a better understanding of the brand. More and more attention has been paid. After the car was gradually disassociated from Chery Automobile, brand building has returned to a blank page. How to plan the brand's future is an important course to observe the current helm. An analyst who declined to be named pointed out that Observe that it is better to compare with WEY and collar grams than to benchmark European products, so that the goal is more specific and operational.
Yin Chengliang said that while learning the successful experience, Qoros car should not forget the beginning of the heart, drive development with innovation, and propose a higher development goal. He was satisfied with the performance of this year's Beijing Auto Show. He believes that Qoros is currently surrounded by cars. High-end, experience, innovation and build brand and product power, has found the pulse of the market, the future should gradually increase the degree of intelligence, application of AI interaction, smart driving and other technologies, and deep integration with the Internet, from the 'good car' Become a 'good-selling car', starting from consumers, and launch more cars with excellent product power.