·200,000 yuan independent high-end transformation is difficult to break the ceiling

The breakthrough in the sales of Great Wall Hover H9 allowed independent car companies to see the hope of high-end products. However, the H9 niche, SUV, and cost-effective features can not bring useful lessons to other independent brands.
"The current H9 sales in a month can not prove that Great Wall Motor has established a foothold in the high-end market." Automotive analyst Zhang Zhiyong believes that independent brand car companies are bidding farewell to the history of making a difference in the low-end market, but in the mainstream car market. Still unable to compete positively with the joint venture brand.
It is understood that, based on the limitations of the market share of the low-end market, a number of independent brand car companies have adjusted their brand strategies, confidently exploring the road to high-end camps, and finally facing the double shrinkage of sales and market share. The products are in a very difficult situation. "It can be said that the phenomenon of H9 can only show that the self-owned brand has the strength to enter the high-end market, but H9's impact on the high-end market with a niche and cost-effective way does not have any reference. Other independent brands are very popular in the mainstream sedan market. Difficult to copy. 200,000 yuan is still an insurmountable hurdle for independent brands." Zhang Zhiyong said.
H9 test water 200,000 yuan interval Statistics show that in November this year, Great Wall Motor achieved sales of 75,000 units, an increase of 6.6%. Among them, the Haval H9, which has just been listed for sale at a price range of 229,800 to 278,800 yuan, has sold 2,245 vehicles in the first month, which has drawn the attention of the industry. At the beginning of the H9 market, Wei Jianjun, chairman of Great Wall Motor, gave a sales of 2000-3000 vehicles a month. With the hot sale of Haval H9, insiders of Great Wall Motors said that the sales target of the model has been raised to more than 4,000 units per month.
In the Beijing market, the Beijing Business Daily reporter found that the current Hover H9 car is not sufficient, and some 4S stores do not even have a car. A salesperson of a 4S shop in a parent city said that the 2.0T ultra-luxury model, which is currently sold for 272,800 yuan, is not on sale, and the store does not accept reservations, and it cannot give a timetable for listing.
According to the salesperson, since the Haval H9 was listed, many consumers have come to the store to watch the car, and many consumers have already booked. The current cycle of the new car is about one month. The one-month time that the salesperson said refers to the Haval H9 without the rear axle differential lock and the trunk-mounted spare tire cover. If these two configurations are installed, the pickup cycle is 3 months.
It is understood that because the Haval H9 is positioned as an off-road vehicle, it is a cost-effective route, and its competitors are more than 300,000 yuan of similar joint venture or imported brand models. Therefore, the listing of this model has attracted a large number of preferences or demand for off-road vehicles. Consumers, this also makes the Haval H9 sales data stand out. Zhang Zhiyong said that self-owned brand cars have begun to gain consumer recognition in the market of more than 200,000 yuan. This is itself the progress of independent brands. Due to the long-term research and development and investment of Great Wall Motor in the SUV market, the quality has also improved, so through the niche market The vacancy has achieved a price breakout.
In this regard, Wei Jianjun also believes that the use of the term "high-end" to describe Haval H9 is not accurate. In an interview with the media, he made it clear that the H9 could be set higher if it was configured. "Accurately speaking, the H8 and H9 are cost-effective models, and they sell well because of the high cost performance." Wei Jianjun said.
The beginning of the high-end test It is worth noting that the independent brand has already learned from the past in the process of “rushing high”. In recent years, many independent brand car companies have launched models with a price of more than 200,000 yuan, including FAW Pentium B90, SAIC Roewe 950, Changan Rui, Geely EC8, GAC Chuanqi GS5 Speed ​​Bo and other models with the highest price. Both exceeded 200,000 yuan. However, these models, which were highly anticipated by independent brand car companies at the beginning of the market, face an embarrassing situation in the market.
When the Beijing Business Daily reporter visited the auto market, it was found that these models had no existing cars in the 4S stores because of the few purchases by consumers, and all of them used the order sales method. In a FAW Pentium 4S store in Beijing, a salesperson said that since the listing of the Pentium B90, only some public users have purchased it, and private users are mostly buying B70 and B50, which are cheaper. The main sales model of the B90 is the 1.8T automatic luxury model with a price of 135,800 yuan. The 2.0T automatic flagship model with a price of 208,800 yuan has almost no consumers to ask. "For self-owned brands, if you enter the 200,000 yuan range, many consumers will not hesitate to choose a joint-venture brand model. After all, their own brands do not have a high premium capacity." The salesperson admits that because consumers The low-end models of self-owned brands are cold, and these models naturally become the “discarded” of sales personnel in sales.
In fact, the independent brand has undergone transformation in recent years, and the product premium ability has been improved. After five years, SAIC passenger cars have absorbed and innovated, and the average unit price of the products has broken the 100,000 yuan curse that is difficult for independent brands to break through. However, the product price of 200,000 yuan is still a difficult threshold for independent brands. Zhang Zhiyong believes that it is not difficult to break through the production of 200,000 yuan of products, but it is the key to stand up after rushing up. After breaking through the unit price of 200,000 yuan, the self-owned brand products must face the two major problems of “sales foothold” and “brand recognition”.
However, in the view of automobile analyst Jia Xinguang, the sales of Haval H9 can only become a case of independent brands hitting high-end models, and it is not comparable. "Because Harvard H9 belongs to the niche market of off-road, and the Great Wall has repeatedly postponed listing, the Haval H8, which also has a price of more than 200,000 yuan, will be the beginning of the high-end test of independent brands." Jia Xinguang said.
It is reported that the Haval H8, which has been highly anticipated this year, has not failed to improve its brand positioning. The two consecutive delays in listing have caused the Great Wall to be hit hard. The most obvious performance is that the market value has shrunk dramatically, which has cast a layer on its high-end road. shadow. A person from the Great Wall Motor Public Relations Department revealed that the current problems that have been planned to be listed at the beginning of this year are still unresolved. There is no timetable for the official listing.
The path of independent transformation is clear. The industry believes that for independent auto brands, although they can only temporarily linger in the low-end market, the maturity and quality of new products have been successful. The new car quality survey released by industry survey agency JDPower shows that the quality gap between self-owned brands and foreign brands has dropped to the lowest in history. Six independent brands surpass the average quality of mainstream brands. It is expected that self-owned brands will be able to match foreign capital in quality in the next four years. Brand, independent brand quality is gaining recognition from international institutions.
"The sales of Haval H9 not only benefited from the rapid growth of the SUV market, but also the recognition of the quality of Great Wall Motor." Zhang Zhiyong said that Great Wall Motor first launched the Haval H9 test water large-scale all terrain based on consumer feedback. The SUV market not only enriches Harvard's product line, but also shows the responsiveness necessary to compete for high-end products. It is the deep cultivation of Great Wall Motor in the SUV market that gives the Haval brand a high reputation. As a small and medium-sized all-terrain SUV that is rare in its own brand, H9 has almost no competitors from the perspective of market segments.
However, although the H9 price has exceeded 200,000 yuan, in fact, according to the configuration, the premium capacity is still lower than the joint venture brand of the same price range, and the cost-effective characteristics of the independent brand still exist. It is not difficult to find out through statistical data comparison that the Toyota Prado, which is equivalent to the Haval H9, sells for more than 500,000 yuan, and the monthly sales are only limited to 1,000 vehicles. Haval H9 still has a certain price gap to form a competitive advantage in the market.
The industry believes that the biggest advantage of independent brand cars is low prices. When product consumption is upgraded to branded consumption, the old road of low quality and low price will not work. The lack of brand power is the biggest pain in the hearts of independent brands. “Independent brands are trying to transform their core competitiveness from cost advantage to technological advantage, and promote products from low-end to mid-to-high end. This is also the wish of all independent brand car companies.” Jia Xinguang said, “The current independent brand enterprises have launched a new round. The concentrated transformation is in the most difficult stage of strategic stalemate, and it is also the stage of tackling the hardship. Only by recognizing its own characteristics, pragmatic innovation, carrying out continuous positive research and development, and gradually accumulating reputation and strength, it is expected to see the ceiling of 200,000 yuan. Results."

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