It really sold 200,000 cars this year. Why did Hongqi complete its "counter-attack"?

is standing at the end of 2018, we will not believe that Hongqi will be able to complete the sales of 100,000 vehicles in 2019, and at the end of 2019, we will not believe that Hongqi will be able to complete it in 2020. The sales of 200,000 vehicles, but now we have come to the end of 2020, seeing Hongqi complete 200,000 sales a week ahead of schedule, but suddenly realized that Hongqi's development in recent years is really too fast.

Why can Hongqi develop so fast? When Hongqi H7 was launched in 2013, no one thought that Hongqi could grow into a truly independent luxury brand, because at that time Hongqi had neither past products nor sales support, nor More competitive products can be obtained. Facts have also proved that in the few years after its launch, the annual sales volume of Hongqi H7 was only a few thousand less, and because there is no second model, this is actually the entire sales performance of the entire Hongqi brand, and it is a problem to survive. If you want to say that you are a "luxury brand", it is tantamount to a dream.

The real outbreak of Hongqi began in 2018. In 2018, Hongqi released a new brand strategy, but at that time, many people, including me, actually felt that this was just another "toss" of Hongqi. "Only, because in 2017, the total sales volume of Hongqi was only 4561. Except for a Hongqi L5 that "you can't buy it, the key is not to buy", no one can see that Hongqi has the potential and strength.

However, after the launch of a new brand strategy in 2018, Hongqi has embarked on the fast track of new car launches. Several new cars such as H5, HS5, HS7, E-HS3, H9, and E-HS9 have been released successively in the past three years. The launch of these models will completely open up the current Hongqi product line. Now Hongqi has completed the price layout from 100,000 to 700,000, and you can find corresponding Hongqi models in almost every price range. .

In addition to the perfect price layout, the current Hongqi has almost perfected its model layout, including cars, SUVs, medium-sized cars, medium-large vehicles and even large-sized SUVs.

Of course, the current Hongqi still uses H5 and HS5 as the absolute main sales force. As of November, the total sales of H5 this year were 58,911, and the total sales of HS5 this year were 90,615. In terms of other models, the total sales of the H7 were 6,059 units, the total sales of the HS7 were 6,921, and the Hongqi H9 sold 10,272 units.

Judging from the current sales situation, the main force of Hongqi is still in the price range of 150,000 to 250,000, and this price range is also the main force range of independent brands that are currently taking the high-end route. On the other hand, we can see that Hongqi H9, as a model with a starting price of more than 300,000, can sell more than 10,000 units, and the average monthly sales volume is more than 3,000, which is enough to show that Hongqi’s brand recognition has been It is even higher than independent brands such as Lynk & Co and WEY that take the high-end route.

Is there a new power point after the red flag?

This year I have found a more interesting phenomenon in several cities I have visited, that is, the red flag E-HS3 on the road is obviously a lot, almost all of these cities First-tier or second-tier cities. Of course I know that this car is currently mainly used as an operating vehicle, but this is enough to show that Hongqi has actually found two routes for future development.

First of all, as a car brand, Hongqi needs to have sufficient exposure and sales. The sales volume currently has Hongqi, but on the other hand, the exposure is not too much for any brand at any time. The promotion of E-HS3 as an operating vehicle on the one hand increases the sales of the brand, on the other hand, it also increases the exposure of the brand and models, especially in the front line that has a rigid demand for new energy vehicles and is not so price sensitive. In cities, such exposure is particularly important for competing new energy vehicles that are smaller than the fuel vehicle market. Moreover, the operating market itself is a very large market. Breaking down this market by city will become a big sales growth point for Hongqi in the future.

On the other hand, Hongqi is now launchingWe have already discovered a trend when we are new cars, that is, fuel vehicles and pure electric models are launched at intervals. This is a big difference between Hongqi and those traditional car companies that are still obsessed with plug-in hybrid power. In other words, Hongqi The layout in the field of pure electricity is very early, so that we see that the current Hongqi already has a large number of vehicles such as E-HS3 and flagship models such as E-HS9. Moreover, unlike other traditional car companies that "replace oil with electricity", Hongqi's pure electric models all adopt a newly developed pure electric platform, which already has advantages in product strength.

Hongqi’s goal next year is to hit 400,000 vehicles. What we can almost predict is that Hongqi will release more pure electric models in the future, placing the mainstream compact car and mid-size car market segments on Hongqi’s New pure electric models, and as consumers have more recognition of electric vehicles, it is believed that Hongqi's electric vehicles can also become a big growth point in the future.