Early in the morning today (November 1), the high-end electric car brand under Dongfeng Motor , announced the delivery data for October, becoming the first car company to submit the papers.
However, if the is sent early, is not the same as as is a good student. Data shows that Lantu delivered a total of 2553 car last month. Although it claimed that it had " sales have achieved five consecutive increases in ", it was only 1.3% month-on-month growth rate, making people feel that is more than , and forced to gold. You should know that , even if the sales base is large such as BYD , Q3, the monthly average month-on-month growth rate of is nearly 15%, from 13.4 . . . . With such a low monthly sales volume in Lantu, it has almost stopped .
sales in January, Lantu FREE models, delivered 225 vehicles, Lantu Dreamer delivered 1328 vehicles. Since the delivery of the Lantu brand in August last year, 5 5 month , and cumulative delivery of 2963 . This sales volume is not as good as the new brand. , the latter , the , the , the , the cumulative delivery volume of , nearly 30,000 , and , the , the , the , the is different from .
As the actual answerer of the test paper Lantu , Lu Fang must be responsible for the current score of .
3 years ago, 43-year-old Lu Fang served as CEO of Lantu brand , and the industry exclaimed his lucky. As the "child" that grew up in , FAW system , , has served as the product designer of , FAW Volkswagen , assistant to the project department of FAW Car Co., Ltd., and director of the management department of FAW Pentium Development Institute . Under Zhu Yanfeng's appreciation, skipped the level and became the CEO of Lantu. This is also the first time that his has become the top leader , and he has reached the top in one step.
However, three years have passed, and this kind of "luckiness" is no longer enviable. With the current sales and situation of the Lantu brand, the throne of the leader is like Wuda climbing the wall, and it can't go up or down, which is extremely embarrassing. is also called "paper talker" by because is good at strategy and lacks practical experience.
In fact, the current situation of Lantu is a result of a comprehensive factor. At first, when Lantu was released, it was still very stunning . last year 1html January, monthly sales exceeded 3138 . However, the good times did not last long. The number of "iron fans" accumulated was limited, and after cutting the first three, they would be weak. Secondly, the reputation formed by the first batch of seed users is quite average.
This made Lu Fang, who had previously shouted a slogan, claimed that " left anxiety for himself and left zero anxiety for his customers ", really began to feel anxious. As a practitioner of the younger cadres of Dongfeng , although they have new thinking, the gap with the big guys of Wei Xiaoli is still very clear - that is, they have no successful experience . In this way, only rely on learning and imitating big IPs, it requires a large time cost. In the current rapid development of the automobile industry, speed determines everything. does not have the rich brand operation and company management experience , nor does the outstanding personal charm of the big guys. It seems very difficult to drive a new high-end brand. Therefore, the brand image and market performance of in have not been to on to a new step.
In helplessness, Lantu hopes to "open blind boxes" and the new models that are constantly on the market, hoping to have a hit model. According to information, Lantu's third sedan officially named "Chasing Light", will be officially unveiled at the Guangzhou Auto Show where plans to open the nearest , and will be officially unveiled. This means that its product line, from SUV to MPV, and then to sedans, has been initially formed. It is just a bit worrying that after Lantu Dreamer was launched, the overall sales of of the Lantu brand did not increase. Compared with the high point of , the sales of Lantu FREE fell sharply. The cumulative sales volume of the two cars of is just about the same as the sales volume of when it was only FREE, . Therefore, it is difficult for us to judge whether the new Lantu model "Chasing Light" will swallow up the stock of Lantu users of the first two cars after it is launched, rather than having new increments.
It is strange. From the overall product planning of the Lantu brand, it can be seen that Lu Fang's understanding of the market and strategy is still very pragmatic, that is, he covets the future of pure electric vehicles, and combines the reality of extended-range market demand . In theory, ideals and worlds are all doing this, and they are all SUVs, but why is Lantu not doing it well?
Some industry analysts say that it is mainly due to the poor marketing level. As of On October 31, 2022, Lantu brand sales service network covers in 85 cities across the country. A total of has opened 168 stores, including 125 Lantu Space and 43 Lantu Delivery Service Centers. If calculated based on the current monthly delivery volume of about 2500, each store will only have 1 5html per month, that is, one car will be sold in two days... This efficiency is a bit hard to describe.
In order to break the market dilemma, Lu Fang invited the former CBO Lei Xin to leave, and invited Yu Fei of the former and Liu Zhanshu of the former of the FAW , and also began to expand the European Lantu market. However, at least at present, at the marketing level of the brand , has not improved significantly, and it may take time to continue to accumulate. But we don’t know when it will bloom and who will bloom in our hands.
This article is original by [Cheping.com], author: Li Daqi , editor: Tian Miao , follow [Cheping.com], and focus on in-depth reports of the automotive industry.
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