Wen Hao Ott is driving? Zhijia editorial department
Great men change, villains turn over a new leaf, and gentlemen change.
The cub has changed from stumbling to vigorous posture, with new hair, loose hair, luster and literary talent, from ugly to beautiful, from weak to strong.
During the period of change, a gentleman is like a leopard.
During the 2020 Guangzhou Auto Show, Zhijia Media and Zhijia.com simultaneously launched a special report on the selection of "Leopard Change 2020", focusing on corporate strategic planning, institutional arrangement, personnel changes, brand building and product layout.
In the same period, the selection of "Four Leopard Change Models in 2020", "Three Leopard Change Marketing Events in 2020" and "Three Leopard Change Brands in 2020" was launched.
"Leopard becomes a car model"-pay attention to the evolution of car models from generation to generation, and in 2020, design, technology and manufacturing will make rapid progress at the same time;
"Leopard Change Marketing Event" —— The growth of automobile brands is inseparable from marketing creativity and activities. In the extraordinary period of 2020, they gave life to cars? , with the soul.
"Leopard becomes brand"-those brands that pay attention to brand growth, expand brand boundaries, create the spirit of the times and grow with the new generation of consumers in 2020;
Zhijia Com deeply combs the historical context of the rapid growth of China automobile brands from weak to strong in 2020, and the pursuit of the ultimate from simple to today.
Combining netizens' voting and Zhijia editorial department's scoring, we finally selected three leopard-changing brands in 2020 from eight brands: Mustang, Hongqi, Tucki, BYD, Changan, Geely, SAIC MG and ARCFOX:
Byd,
Geely,
Red flag.
Very unified, these three brands are independent brands in China.
Talking about the brand is easy to air-to-air.
Brand does not seem to be the core competitiveness of an enterprise, but once an enterprise has a strong brand in the market, it seems to be invincible.
People who talk about brands like to quote the president of Coca-Cola: "Even if the Coca-Cola company loses all its money, the brand' Coca-Cola' alone is enough to make a comeback."
But what exactly is a brand? Zhijiajun believes that brand is the sum of consumers' cognition and trust in a company. And trust is the core of the brand.
Developing China's independent automobile brand is a difficult way to win the trust of China consumers. In the close competition with joint venture brands and imported brands, I won bit by bit.
How did BYD, Geely and Hongqi win the name of Leopard Change?
Why can BYD win the first place?
This year, BYD has been recognized by consumers in China in many fields, such as chips, power batteries, OEM, automobile manufacturing and mask production. In every dimension, BYD has stood at the top of the market and is well-deserved to be called a high-tech company.
In fact, the red flag has changed the outside world the most. As a real local high-end brand in China, it has begun to have influence. Why is it behind BYD and Geely? This is the reason behind it. Zhi Jiajun's answer is that Hongqi, as a central enterprise, has a resource advantage that no car company has, and of course it is also excessively burdened with various tangible and intangible constraints.
Geely is becoming the first truly multi-brand enterprise in China.
The more memorable scene of BYD, Geely and Hongqi this year is that they, together with many local brands in China, began to look at the world automobile market. They have the idea and ability to build a global model for the global market, and they are already on their way.
These are the highlights of people who deserve to write the history of Chinese cars.
Science and technology and openness are our brands of choice in 2020, and the surprises brought by Geely and Hongqi are also obvious.
Leopard brand change is an evaluation of a brand's various capabilities, including the scope of brand change, comprehensive strength, technical ability, sales level and other considerations.
In 2020, the three leopard brands will be praised by entrepreneurs who cherish their reputation, accumulate small victories and regard consumers as gods.
In 2020, leopard will become a brand TOP 1
-BYD-
As the only enterprise in China that can produce both batteries and complete vehicles, BYD is emerging under the opportunity of new energy.
300,000 yuan of new energy vehicles have always been the price ceiling of domestic brands, but after the appearance of BYD Korea, the traditional market structure was broken.
Beautiful appearance, accelerated experience of super-running, and intelligent driving interconnection are all available. Coupled with the luxurious texture and experience of the whole vehicle, as well as accurate battery life, even if the high price exceeds 300,000, there are still many followers.
The blade battery that Han carries is another bright spot. Since it went public in the first half of the year, it has talked with countless competitors from a distance, claiming to be a new energy battery that will never explode, which also gives China safety confidence in developing new energy in a certain sense.
It is worth noting that Han is only one of the BYD dynasty series, and Qin, Tang, Song, Yuan and other models have achieved good results at their respective levels.
In addition, BYD has adopted an open trend while possessing battery technology. Since it was announced last year that the battery business will be split and listed before 2022, the news of cooperation with many enterprises such as Toyota, Changan, BAIC and Great Wall has been continuously spread, and the potential cannot be underestimated.
It can be said that on the one hand, BYD has gained a good reputation and unique family impression on its own models, on the other hand, electrification technology has achieved a relatively leading position in China and has remained open. Therefore, compared with BYD, which hit the market by scooter 10 years ago, BYD, which is currently in the heat of new energy, has completed its transformation.
* Song plus
BYD once started to build cars by modeling imitation, but now it has its own core technology in design and technology. It has made remarkable achievements in the fields of electric drive, intelligent driving and control, and its market sales are considerable, and it has successfully entered the first-line China brand camp.
Slightly insufficient, BYD is a little less cool in marketing, and a little less leadership and WEY personality in its own brand camp.
But in a broader dimension, BYD has stood at the top of the market in terms of chips, power batteries, OEM, automobile manufacturing and mask production. It is well-deserved to be called a high-tech company.
This is a more comprehensive part, which will be recognized in 2020.
BYD is low-key and powerful.
In 2020, Leopard will change its brand TOP2.
lucky
The arrogant language that "a car is just four wheels and a sofa" is particularly striking. Unconsciously, Li Shufu has been building cars for 23 years, and Geely has also grown from a small motorcycle workshop to a multinational group, in which the concept of building cars has also developed from the initial 1.0 to the Geely 4.0 era.
The so-called "1.0" era refers to the era when Geely gained a foothold from scratch. From 1997 to 2008, the United States, Japan, Freedom Ship and King Kong were launched one after another and gradually gained a foothold in the passenger car market.
After the 2.0 era, the outside world is relatively familiar with it. The acquisition of Volvo cars, the absorption of its automotive technology and the introduction of CMA architecture made Geely understand how to make a good car.
After more than 20 15 brands returned to a Geely, the release and listing of Geely's third-generation boutique models, such as Job, Emgrand GS and Emgrand GL, brought Geely into the 3.0 era and never stopped.
20 17 launched lectra, acquired proton and lotus, 20 18 became a shareholder in Daimler, and 20 19 launched a new energy brand geometric car. In the same year, Geometry A went on the market, and every step seemed wily.
In 2020, Geely announced that it would enter the 4.0 era and start the era of comprehensive architecture. Simply put, it is a generalization of a single component on the basis of the overall expansion of the previous automobile system.
Up to now, except for Geely, the sub-brands of the group, including Lectra and Volvo, have adopted CMA architecture, which makes the cost lower and the efficiency higher in the process of building cars, and realizes unified management regardless of vehicle level.
And Geely? Xingrui is the first product of Geely brand in the 4.0 era, and its significance is not only the birth of an excellent product, but also one of the products that China brand has accumulated over the years to take up arms and compete with many joint venture brands.
At present, Geely is full of harvest. The development of self-owned cars and international distribution have blossomed everywhere. From stabilizing the China market to entering globalization, Geely has grown from a local private enterprise to a global multinational enterprise.
Its goal is to become an intelligent electric travel technology company with global influence, and Geely is becoming the representative of China brand head-up world.
In 2020, the leopard changed its brand TOP3.
Red flag organization
This brand, which was born in 1958, is completing a brand rebirth.
The sudden explosion of the red flag began on 20 17. Prior to this, Hongqi experienced hardships and the baptism of the market. Although it received the best treatment, its response was always mediocre.
With the participation of Xu Liuping, drastic reforms were carried out, which changed the previous moderate and steady. In terms of design, Hongqi has completely rejuvenated the appearance and interior, and at the same time, it pays close attention to product strength, and the handling and quality of vehicles are the most important.
Since its birth, the first product H5 has maintained a high sales volume compared with Hongqi before the reform.
In 2020, it can be said that it is a year of red flag harvest.
In terms of sales volume, the official sales data disclosed by Hongqi show that its sales volume in June exceeded 25,000 units at 5438+0 1, up 100% year-on-year. Before this year 1 1 month, the cumulative sales volume of Hongqi was 17.8 1 10,000 vehicles, up 102% year-on-year.
In terms of products, at present, Hongqi brand has completed the market coverage of H5, H7, H9, HS5, HS7 and other sub-products, which has changed the phenomenon of single products in the past. Among them, the most outstanding performance is Hongqi HS5, which has sold over 10,000 vehicles for four consecutive months since August, and the cumulative sales this month reached 65,438+00,425 vehicles, up 65,438+039.55% year-on-year. In addition, the performance of Hongqi H5 in the market is also outstanding, and the sales volume has remained above 7,000 vehicles for four consecutive months.
In terms of new cars, the sales volume of Hongqi H9 has gradually increased since it was listed in August this year, from 65,438+0,365,438+08 in August to 65,438+00 in June, with the sales volume reaching 2,704 vehicles, further striving for more market share among high-end commercial vehicles of the same level, such as Audi A6L, BMW 5 Series and Mercedes-Benz E-Class.
In addition, Hongqi will launch its first large-scale pure electric SUV-E-HS9 on February 4th, 65438. The new car offers 460km and 5 10km cruising range. The previously announced pre-sale price is 550,000-750,000 yuan. With the listing of E-HS9, Hongqi's SUV model matrix will be further improved.
From the marketing point of view, Hongqi has firmly established its position as a luxury brand in China, and more and more consumers are proud to buy it.
The red flag has unique resources, but it also carries too much. The changes of the red flag are pleasing to the eye, and some of them must be thrilling.
However, we are very happy to see the success of Red Flag. With the strong rise of the Red Flag, the situation that China has no luxury brands to enter the civilian car market will become history. The success of Hongqi is not only the success of a car company, but also brings hope and vitality to all independent brands. It proves that domestic brands can compete with foreign brands in the large car market of luxury brands.
Postscript:
At this point, the special plan of Zhijia, Leopard Change 2020, entered the last chapter.
We launched three Leopard brands in 2020: BYD, Geely and Hongqi.
For any enterprise, brand building is undoubtedly more difficult than product research and development, especially in China automobile market in the Red Sea.
Brands win by quality and have cultural and emotional connotations, so brands can often produce added value and premium effect.
The rise of BYD conforms to the trend of the times. Geely is like a snake swallowing an elephant, many a mickle makes a mickle, but the red flag has embarked on a road that no one has ever walked before, which is becoming more and more precious to a state-owned enterprise.
The year 2020 has the significance of connecting the past with the future. This year, many new forces that have not yet built cars quietly died. Private enterprises that have struggled for more than 20 years are unwilling to go bankrupt, and many European automobile brands are also struggling.
In the year of 2020, the achievements of these brands are even more precious.
From leopard to car, from leopard to marketing events, to leopard to brand, it's like seeing and being seen, hearing and being heard, remembering and being remembered.
Just like the growth history of a teenager, he knows himself first, and then he is widely known.
We hope that the selection of "Leopard Change" will be rewarded to these people, these cars and these tenacious companies that are friends with time year after year.
Related report
"Four big leopard models in 2020: They surprised the time and also surprised us."
Three marketing events in 2020: They made textbook marketing for the automobile industry in 2020.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.