The four little swans of state-owned assets, who will go further?



At present, instead of pursuing high level and positioning, it is better to make solid products to ensure survival.

Author: Kang Qin

Editor in charge丨Li Sijia

Editor丨Zhu Jinbin

As we all know, due to repeated epidemics, supply chain shortages, political instability and high oil prices, the domestic passenger car market was not optimistic at the beginning of this year until a series of subsidies and stimulus policies were introduced, especially the national government on June 1. After the implementation of the policy of halving the purchase tax, there is a clear trend of recovery.

Among them, the recovery of the new energy market segment is the fastest, quickly returning to a state of rapid progress. According to data from the Passenger Federation, the wholesale sales of new energy passenger vehicles in the narrow sense once again hit a record high in September, reaching 611,000 units and 675,000 units. The total sales in the first nine months reached 4.341 million units, a year-on-year increase of 201.5%.

Therefore, after breaking the 3 million mark in 2021, the wholesale sales of new energy passenger vehicles in China will exceed 6 million in 2022, and it is even expected to reach 6.5 million, doubling again.

The reason why the new energy market has grown by leaps and bounds, in addition to relying on the support of various local and central policies and the improvement of consumer recognition, is also due to the vigorous promotion of car companies, especially in this segment of the market. Compared with about 80% of the autonomous car companies, it is the key driving force.

In fact, independent car companies not only pursue quantity, but also seek qualitative development, and have launched many high-end new energy brands. For example, the four major state-owned automobile groups Changan, BAIC, Dongfeng and SAIC have launched Avita, Jihu and Lan respectively. Tu and Feifan brands, how are the performances of these four?

With such doubts in mind, the Automobile Commune, together with Volkswagen Kanche, Tiantian Automobile, and the Automobile Research Institute, adopted a four-city live broadcast to discuss the current situation, problems and development prospects of the state-owned four little swans. intense discussions.

Get up early and catch a late set

Although, as early as 2016, BAIC Blue Valley joined hands with Magna to jointly build the new energy high-end brand Pole Fox. In order to promote its development, BAIC Blue Valley has also invested a lot of money, but it was not until October 2020 that the first Pole Fox was launched. The mass-produced model Alpha T was officially launched, and the belated arrival made Jihu miss the best development opportunity.

After nearly a year of slump in 2019 due to a sharp decline in subsidies, and silence for nearly half a year due to the epidemic, the domestic new energy market has gradually recovered in the second half of 2020. At this time, the high-end new energy market is also slowly “lively”.

Not only are the new car-making forces ideal and Weilai that are getting better, but Lantu and Feifan in the “Four Little Swans” have also been active. Feifan, called R car, has officially launched its first mass-produced model ER6.

Starting cooperation with Huawei in September 2021 was originally another opportunity for Jihu to ride on the momentum. But unfortunately, because Jihu relies too much on Huawei, and Huawei’s Hongmeng system vehicles cannot be adequately supplied, the corresponding high-end version of the HI version of Alpha S cannot be delivered in large quantities, and the opportunity to enjoy Huawei’s empowerment of Jihu is lost.

Two consecutive missed opportunities for development, coupled with the continuous losses of the parent company BAIC Blue Valley, have resulted in limited follow-up marketing and promotion activities, and Jihu has become increasingly marginalized in the high-end new energy market.

As mentioned above, before the debut of the Polar Fox Alpha T, Lantu and Feifan had already begun to act, and relying on Roewe’s new energy technology, Feifan came from behind, and released ER6 and Feifan in August 2020 and February 2021. MARVEL R two new cars.

However, Cheng also defeated Xiao He. Roewe has accelerated Feifan’s product release rhythm, but with the convergence of technology, Feifan cannot get rid of Roewe’s original brand image, and cannot be widely recognized by consumers in the high-end new energy market.

What is even more embarrassing is that when Feifan was still struggling, in November 2020 SAIC announced another high-end smart pure electric project, namely Zhiji Auto, which is positioned higher than Feifan.

Not only that, after the birth of Zhiji, SAIC also announced that Feifan would operate as an independent brand and company, standing on the same important position as SAIC Volkswagen and SAIC-GM-Wuling. However, this still cannot change Feifan’s embarrassing position in the group. While facing the high-end models of the Roewe brand, it is unable to attack the higher-end market due to the existence of Zhiji.

Compared with Feifan, Lantu is lucky. After all, it can exclusively enjoy the resources of Dongfeng, but it also brings a lot of drawbacks. For example, Lantu could not completely get rid of Dongfeng’s original brand image, and could not carry out effective innovation in strategy, management and marketing.

Moreover, there are certain problems in Lantu’s own product positioning. Taking its first mass-produced model, Lantu FREE, as an example, it is a competing model in the same price range as the Ideal ONE and is mainly aimed at home users, but its body Size is clearly not dominant.

Previously, the ideal ONE was mainly sold in a 2+2+2 six-seat layout, which not only can carry more passengers than the five-seat Lantu FREE, but also has more than 10 centimeters in length and height. More comfortable and more storage space, so its sales have been far from the ideal ONE.

As for Avita, who has not yet started to deliver cars in large quantities, like Jihu, it is too slow. As early as October 2018, Changan and Weilai jointly established Changan Weilai, the predecessor of Avita, until Li Bin, the founder and CEO of Weilai, stepped down as chairman of Changan Weilai in June 2020, and there was no action during this period. .

Perhaps it is because of this that after Changan Weilai officially changed its name to Avita Technology in May 2021, the pace was a little flustered. Avita’s 11th show on April 8 this year was officially listed on August 8, which was too hasty.

This has led to Avita, which had gained a lot of attention thanks to the blessing of the Ningde era, the real car did not meet the expectations of the industry and consumers at all, and the function and performance of the product itself were also insufficient. There is no obvious difference between Wenjie and Jihu, which are jointly built by the two car companies.

It’s more important to live

So the “four little swans” have no chance at all? Not quite.

Although, with the rapid development of the overall new energy market, the successive releases of Wei Xiaoli’s new models, the entry of BYD’s high-end models, as well as the entry of Krypton and Wenjie, the competition in the high-end new energy market has become increasingly fierce, but so far this segment has become more competitive. There is no real oligopoly in China, and there is still room for new brands to survive.

And judging from the latest data, thanks to the addition of new models, the performance of all four has improved compared to the earlier period.

Following the launch on May 7 this year, the new HI version of the Alpha S officially started mass delivery on July 16, which made the number of insurance coverage of the Extreme Fox brand stabilized at more than 1,000 vehicles for several consecutive months, compared with several hundred before. performance has improved greatly.

Also on July 16, Lantu’s second model, the Dreamer, also officially started the delivery of the first batch of owners. The number of cars on insurance reached 1,582 in August and 1,403 in September. With its blessing, The monthly sales volume of the Lantu brand has remained above 2,000 units in a row.

On September 27, Feifan’s new model R7 was also officially launched. The whole series of the car supports the separation mode of vehicle and electricity. Although only 29 R7s were sold in insurance coverage in September, considering that the R7s will not be delivered in large quantities until the end of October, the conclusion cannot be reached for the time being. Perhaps it will become a new growth point for Feifan.

Like the Feifan R7, the number of Avita 11s insured in September was only 95. However, because the lock was officially opened at 16:00 on October 22, large-scale deliveries will not be made until the end of the year, which is the most important part of Feifan at this stage. An important model, so no conclusions can be made at this time.

Of course, if compared with other brands in the same high-end new energy market, such as the later Ji Krypton and Wenjie, the average monthly sales of these two have reached more than 4,000 vehicles this year, with the former in August and September. All have more than 8,000 vehicles, and the latter has also exceeded 5,000 vehicles in the past 4 months, and the “four little swans” are still at a disadvantage.

In this regard, the four big coffees also gave their opinions and suggestions.

He Qiuhui of the Automobile Research Institute believes that Jihu needs to take the cost-effective route in the mid-to-high-end market. Indeed, even with the blessing of the new HI version of the Alpha S, the monthly sales of the extreme fox can be stabilized at just over 1,000 units, but in fact, it has to at least reach more than 2,000 units to have any hope of survival.

To this end, Jihu needs to improve product strength, expand sales channels, increase exposure, increase consumers’ awareness of it, and compromise with the market to broaden the scope of consumers.

Regarding Lantu, Tiantian Automobile Xu Feng and Volkswagen Kanche Guo Dengli both said that Lantu needs to introduce fresh blood from outside the group, try to get rid of the thinking of state-owned enterprises, and add new concepts and marketing methods.

In contrast, it is more difficult for Feifan to survive. It not only needs to improve the product power of its own products, but also strives to face the brands created by other car companies in the industry with all their resources. It also needs to face the squeeze of Roewe and Zhiji in the group.

As for Avita, He Qiuhui and Wei Jinqiao from the automobile commune both pointed out that after the hasty launch of Avita 11, the marketing was more around peripheral products, such as the limited edition Avita 011, rather than the product itself.

At the end of the live broadcast, Wei Jinqiao said that the above four brands are currently striving to achieve breakthroughs in the mid-to-high-end market, and they need to give enough time and resources to invest, maybe they will all survive in the end.