In December last year, Qingdao Wudaokou successfully delisted with a capital increase of 14.45 billion yuan. Chery also entered the post era journey of capital increase and share expansion. In January this year, Chery set the goal of striving to achieve the sales of 1 million cars and the business income of 150 billion yuan.
Due to the serious impact of the epidemic on automobile production and marketing, many automobile enterprises are afraid that their original sales targets for 2020 will not be achieved. However, Yin Tongyue, chairman of Chery, said in an interview with the media at the end of May that the target set at the beginning of the year had not been adjusted, and he still had confidence in the target growth this year, hoping for a growth of 100000 vehicles.
On June 19, a reporter from time weekly interviewed people from Cherys auto PR department about this years sales volume and mixed reform issues. The other side said that the sales target of this year will be seen, and the mixed reform progress will be normally promoted.
Behind the difficulty in achieving the sales target, what lurks is Cherys growing weakness and transformation pains facing the mainstream passenger vehicle market. In addition, the high-end strategic development is hindered and the new four modernizations transformation and other problems are also stuck in the throat.
The completion rate of sales volume in the first five months is behind
With the release of sales data of major automobile enterprises in May, the reporter of times weekly made statistics on the completion of sales of some automobile enterprises that have set the annual sales target so far.
As of May of this year, the sales targets of major automobile enterprises are not very optimistic in general. Among them, the completion of most of the car enterprises are between 25% - 40%. However, FAW Volkswagens data is more eye-catching, the completion rate is close to half, and Beijing Hyundai and Chery are at the bottom.
Due to the impact of the epidemic, it is the normal performance that the annual sales target of automobile enterprises cannot be achieved. However, Chery automobile is very firm. At the end of May, Yin Tongyue, chairman of Chery, expressed confidence in the target growth and hoped that there would be a sales growth of 100000 vehicles this year.
According to Cherys official data, Cherys total sales volume in the first five months of this year was about 189100, an increase of 100000 vehicles over the previous years 745000. So far, Cherys sales completion rate is only 22.38%.
If the annual sales volume is to reach 845 thousand, it means that the average monthly sales volume of Chery automobile will reach 93 thousand and 700 in the next 7 months, almost half of the total sales volume in the previous May.
Affected by the epidemic, Cherys good growth momentum in recent years has been hindered. On June 19, Ren Wanfu, a senior auto industry analyst, told the times weekly that although Yin Tongyue expressed his goal of increasing 100000 vehicles, Cherys goal is almost impossible to achieve.
The black horse of jietu has lost its feet and has no power to rush high
At the end of last year, Cherys 15 month mixed reform drama ended. Qingdao Wudaokou won 14.45 billion yuan, and Chery sounded the clarion call for reform.
However, half a year later, this capital power did not seem to bring Chery much voice, and even it was exposed that the third phase of Qingdao Wudaokou fund has not been in place, Chery mixed reform or faced with changes.
In response, Cherys Public Relations Department responded in an interview with the times weekly that the progress of mixed reform is in normal progress.
If the jietu brand, which mainly focuses on the middle and low-end market last year, is still the main driver of Cherys overall sales growth, now, the black horse running from 2018 is also facing a failure.
Sohu auto data shows that in April and may, when the auto market recovered, the sales volume of jietus main model X70 is still plummeting. Among them, in April, the sales volume of jietu X70 fell 47% to 4811 vehicles on a year-on-year basis, and in May, the sales volume of jietu X70 fell 53.4% to 3793 vehicles on a year-on-year basis. In May, the sales volume of the whole jietu brand was only 5198, down 36.16% year on year.
According to the current situation of SUV market, the small SUV market is shrinking, and the compact SUV is the main force. Ren Wanfu told time weekly that although Chery and some of its jietu products are classified as medium-sized SUVs, the actual competitors are compact SUVs, so Chery is competing for market share in a clustered way. Single product can not be ranked in the top of sales, but the sales volume of other products of the brand is good.
On the other hand, after more than a years hard work, the development curve of Chery brand height is not ideal. Data shows that the brand sold only 1040 vehicles in May, and the cumulative sales volume this year is 4980.
Jia Xinguang told time weekly that Xingtu is a brand just launched. We need to adhere to the product positioning and let the market accept it. If we promote at a low price, the sales volume will not go up, and the brand will end.
In addition, Ren Wanfu also said that Chery has lost many times on the way of brand up, and its momentum is worthy of affirmation, but it always falls into the awkward position of no win, star road or another failed brand.
It is worth noting that in March this year, Xingtu personnel changed again, and Chen Xi, the former vice president of Dongfeng Renault, joined in and served as the general manager of the brand marketing center. In the more than one year since the establishment of Xingtu, the senior management team has experienced many blood changes. In May 2019, Cao Zhigang, then the general manager, left; in August, Jia Shouping, then the executive deputy general manager, left, and later joined the Great Wall wey brand. Chen Xi, who has worked in joint venture car companies of legal system for more than 20 years, still needs to be questioned whether he can lead the way to break through. R & D is to dig a well , dig deeper and deeper to create a brand-new star model that consumers need; marketing is to hit the wall . Not once, twice or three times. Chery chairman Yin Tongyue said in an interview. Obviously, for todays Chery, we still need to dig deep wells and hit the wall several times, but we dont have much time left for Chery. Source: responsible editor of times weekly: Wang Xiaowu_ NF
It is worth noting that in March this year, Xingtu personnel changed again, and Chen Xi, the former vice president of Dongfeng Renault, joined in and served as the general manager of the brand marketing center.
In the more than one year since the establishment of Xingtu, the senior management team has experienced many blood changes. In May 2019, Cao Zhigang, then the general manager, left; in August, Jia Shouping, then the executive deputy general manager, left, and later joined the Great Wall wey brand.
Chen Xi, who has worked in joint venture car companies of legal system for more than 20 years, still needs to be questioned whether he can lead the way to break through.