Wen Honghua
Because of Wei Yi, wei Jianjun became director of a product, he is freewill the feeling that leaves him ostentation in the lamplight of person of a Baoding.
What is WEY? It is Wei Jianjun is betted on the Great Wall go up oneself surname, make a speech personally, claim he can succeed only, cannot fail.
Wei Yi is not the famous work of Wei Jianjun the First World War, but it is bearing the weight of Wei Jianjun goes to China from private car entrepreneur the hope of the car and mission, he had entered the history of Chinese car. In a year of in the past, wey had seen the clasp with joint-stock brand, broke the tremendous hope that foreign high end binds even. Because of Wei Yi, wei Jianjun became director of a product, he is freewill the feeling that leaves him ostentation in the lamplight of person of a Baoding.
Chinese brand challenges foreign brand to move toward high end, in the past a lot of in year, roll out the windmill like a batch of Trojan, in have deep love for reason while, we are willing to choose to believe Wei Jianjun can succeed finally.
However, after entering 2018 WEY, sale presents clear weak sign. The cacique of it and Gili banner is used together, be called by the personage inside course of study " Cheng Yusheng is bright " , the sound of backside is the component of appreciation more. But now, a clear trend is Wey and Rink are in declivous, and another corridor that entering to rise. Wei Yi, who is gaunt?
Lack new brand drive
"This year in May, celebrate every year once meeting, cash rebate is 999 yuan go to 4999 yuan, but hit now folded. " on June 1, in the Wey 4S inn of Shanghai auspicious and road, the salesperson tells BC the reporter. This is one of two 4S inn that Great Wall Webster is in Shanghai, another willow garden road in general Tuo area.
Be worth what carry is, BC reporter discovers after this inn observes for a long time, in the customer that buys a car in Wey 4S inn, old much age comes 50 years old in 40 years old between.
In fact, the Great Wall plans from 2014 begin to make Wey brand. Meanwhile, HORH H6 still is the Xiang Yu the Conqueror with domestic SUV stable money market, but Ha Fu H8 and H9 jump frequently ticket, road is very bad, this brought about the brand image in consumer heart, in SUV market the lock is in 150 thousand yuan surely the following. So Wei Jianjun had the plan of a new brand.
The first day when exhibit in 2017 Shanghai car, the first WEY, VV7, be in China formally " profit times " city of banner before last, enter joint-stock brand the 150 thousand SUV to 20 million yuan advocate position. Wei Jianjun says even: "With respect to product actual strength character, VV7 can compete with BMW X3. VV7 can compete with BMW X3..
Say Yan Chao's land, ancient time a lot of fervent men and womens, before family name of the Kingdom of Wei appears, military family of Wei Jianjun, go up in communal table rarely ambitious, well_matched, it is to using product and industry to undertake communication more. But when Wei Yi comes, wei Jianjun dare be his name detain on his surname, such behavior itself is very those who stir.
VV7 and VV5 appear very quickly in the market, in 17, 11, will mix in December on January 18, successive 3 months. Regard China as a brand-new luxurious car brand, WY is in 2017 realized the sales volume of 86427.
2018, self-confident Great Wall is WY set the year of 250 thousand sells an end. However, beautiful raise rises a curve to balked in Feburary, be in next in a few months, VV7 and VV5 dropped. Be in especially May, below the circumstance that enjoys official privilege price, the sales volume of two cars increased 10 thousand above than April in April. After Wey, catch up with the pace of 01 to be being approached, successive the sale of two months is already adjacent 10000.
"You go power Yi shop looks, go next cravat inn looks " , ask when BC reporter Pu Huayong, senior automobile industry is senior automobile analyst, why WY is better in sale of a respect, say, "WEY does not have new brand drive, it is a car only. " with collar it is a brand.
In fact, a kind of consensus thinks, compare with WEY and appearance of store of two brands 4S, former more traditional on channel mode and sale mode, as different as Ha Weisi brand. Under photograph comparing, we had made enough innovation. In a year of in the past, industry and consumer witnessed new sale strategy of the leader, new retail pattern was used on channel.
A delicate distinction is, in the process of the collar that make, li Shufu apt is far from arena, serve as an audience quietly, and to Wey, in the time that does not arrive two years, wei Jianjun is the biggest to arriving since the brand approbate. If we need " go the Great Wall " , wey may need a consideration.
In memory, the Great Wall is in the procedure that establishs WEY, sale strategy and past had very big change, from past ignored sale, be willing to Wey put apart 1000 gold. But Wey is to duplicating it seems that a more advanced Ha Fu, did not form brand consciousness. Long-term since, the market can come into being aesthetic exhaustion necessarily.
The malady of the Great Wall
"The crisis of the Great Wall erupted! " this sound rings often, often ring.
In fact, this is Wei Wei not just your person drops anxiously. Since this year, the product of the Great Wall fails entirely almost.
May, hawkthorn H6 regards a sale as pillar sale, sales volume 30616, drop compared to the same period 13.18% ; Ha Fu H2 is sold 5086, relatively the corresponding period dropped considerably last year 67.27% . Before this year 5 months, the Great Wall is 353169 by the sales volume that use a car, grow 2% compared to the same period. The Great Wall is breaking down in the lead dominant position of SUV. In fact, a kind of consensus thinks, compare with WEY and appearance of store of two brands 4S, former more traditional on channel mode and sale mode, as different as Ha Weisi brand. Under photograph comparing, we had made enough innovation. In a year of in the past, industry and consumer witnessed new sale strategy of the leader, new retail pattern was used on channel.
A delicate distinction is, in the process of the collar that make, li Shufu apt is far from arena, serve as an audience quietly, and to Wey, in the time that does not arrive two years, wei Jianjun is the biggest to arriving since the brand approbate. If we need " go the Great Wall " , wey may need a consideration.
In memory, the Great Wall is in the procedure that establishs WEY, sale strategy and past had very big change, from past ignored sale, be willing to Wey put apart 1000 gold. But Wey is to duplicating it seems that a more advanced Ha Fu, did not form brand consciousness. Long-term since, the market can come into being aesthetic exhaustion necessarily.
"Count a car, fuel is used up, concern is very important, buy what do not care about fuel to use up by tens of thousands the car should be not much. " car of a VV7 advocate such saying, in fact, in the main forum of Wey, the sound of tall specific fuel consumption is increasing all the time.
Well-known, the problem of tall specific fuel consumption has become the paster that Great Wall car comes to for years it seems that. Now, oil consumes storm to be performed inevitably on WEY.
In fact, be in early 2000, the Great Wall owned the first modern engine plant of own brand. VV7 and VV5 by him Great Wall 2.0T engine (GW4C20) carry, GW4C20 is developed by the Great Wall and company of heart Er blessing, already mixed in HH6 H8 and H8 undertake on H9.
"Company of this locality car had built his engine now, but the technology remains a bottleneck. The oily bad news that the user cares and noise parameter, need support accumulates a level for a long time, the demand of the user always is rising. Through the experience of the first batch of users, if negative voice became much, affirmative meeting brings a shade to consumer. Ringing. " senior analyst Bell tells automobile industry BC.
2017, rise one year with Geely share price 272% photographs are compared, a of Great Wall car drop 3.83% , case of H share price drops 10.76% . This brought about Wei Jianjun to be ranked mediumly in 2018 new money and 500 wealthy people directly, from a year before the 45th drop fiftieth 7, from Li Shufu before 2.2 billion drop 72.2 billion.
A remarkable fact is, before Wey, wei Jianjun was created be called " the king of profit " " the car is regnal " , the profit of net of Great Wall car of 2016 is 51 million yuan 10.5 billion. This number is in 2017 be chopped.
Wey is the only way that Great Wall brand rises abruptly, it is purgatorial road of Wei Jianjun certainly.
