The Great Wall Motor, which does not have the upper hand in public opinion, has given spectators a powerful counterattack in reality.
In recent days, major car companies have issued forecasts for the first half of the year, and we have found that behind the rising sales of many car companies, the decline in profit margins is shocking.
This means that the crisis of low-quality growth has begun to emerge in an immeasurably inflamed atmosphere.
But unexpectedly, in a whimper of falling profits, Great Wall Motor has outperformed others.
In the first half of this year, Great Wall beat the market with a 7.
79% increase in sales, and the semi-annual results forecast issued by Great Wall shows that it is expected to make a net profit of 6.
5 billion yuan to 7.
3 billion yuan in the first half, up 377.
49% to 436.
26% from the same period last year.
Many people may not have understood until now what the Great Wall Motor has done.
To break the sales theory, many people may simply use a low-key and pragmatic business strategy to explain the excellent performance of the Great Wall, but in fact, this is only the appearance itself.
A deeper level is due to the continuous optimization of the product structure of the Great Wall this year.
This can be seen from the sales volume.
Nowadays, many commentators believe in “sales-only theory”, but pay little attention to whether the sales structure is reasonable and whether the growth is healthy.
For Great Wall, sales are not the only criterion, and the quality of growth is far more important than numbers.
In the first half of 2024, Great Wall Motor sold a total of 559669 new cars, an increase of 7.
79 percent over the same period last year.
Of these, 132374 new energy models were sold, up 41.
99 percent over the same period last year.
201500 overseas, up 62.
59 percent.
and 140533 models worth more than 200000 yuan, up 64.
28 percent over the same period last year.
In a series of figures, the most crucial and unexpected is obviously the performance of more than 200000 models.
In today’s internal environment, we prefer to focus on who can sell cars more cheaply, but the higher-value mid-and high-end markets are often overlooked.
The excellent performance of Great Wall in more than 200000 models is mainly due to the leading position of the tank brand in the off-road market.
Tank brands sold more than 110000 vehicles in the first half of the year, an increase of 98.
94 percent over the same period last year.
Among them, tank new energy sales were 49726, accounting for 43 percent.
Moreover, as of June this year, tanks have been ranked first in China’s hardline off-road market for 42 months in a row, building an insurmountable moat.
In addition, the performance of pickup models and overseas markets has also added fire to the growth of the Great Wall.
In the Chinese pickup market, the Great Wall Cannon has always been a unique existence, constantly refreshing the peak of the industry since its birth.
In 2019, the Great Wall Cannon global pickup brand was born.
Now, more than four years later, the Great Wall Gun ushered in the 600,000 vehicles off the line some time ago, and the model is the mountain and sea gun performance version priced at 279800 yuan.
The rise of the Great Wall Cannon fully proves that the Great Wall not only has the strength to create high-end products, but also allows good products to be recognized by the market.
Today’s Great Wall Cannon has become a fashion commercial, passenger leisure two categories, the launch of passenger, commercial, off-road and other different scenes of pickup models, to achieve a price range of 10-300000 yuan product coverage.
In fact, the performance of the tank brand and the Great Wall Gun is only a microcosm of the optimization of the product structure of the Great Wall.
Since 2024, Great Wall Motor has become more and more committed to quality car building, promoting sound operation, and striving to enhance its “hematopoietic” ability.
This is the fundamental reason to achieve steady sales growth and double profits.
To achieve self-hematopoiesis, today’s automobile market competition situation is extremely severe, if only rely on selling low-cost car brush sales to change the market, it will be difficult to go long-term.
And Great Wall Motor can achieve a substantial increase in profits, the core reason is its strong self-hematopoietic ability.
When it comes to marketing strategy, Great Wall has made three decisions this year.
First, never roll up the price, never rely on the sales data of low-cost car brushes.
This year’s automobile market is full of “sales-only theory” and “low price theory”, which seems to be “beneficial” to consumers in the short term, but they do not realize that behind excessive competition, there may be huge risks hidden.
It may even put the automobile market and even the industrial chain into crisis.
For all Chinese car companies, it is indeed important to survive at present, but it is even more true to keep the green mountains alive and not be rolled up with flesh and blood.
After all, enterprises should not only serve consumers, but also create value for society.
Losing money and shouting is not sustainable.
Maintaining stable and reasonable profits is the guarantee to create value for users.
The awareness of the Great Wall is also reflected in their products.
The new generation of national miraculous car Harvard H6, which appeared on the market some time ago, is a product that fully expresses the values of Great Wall carmaking.
Harvard SUV in the process of development, always adhere to the bottom line thinking, in the user can not see the place to make efforts.
Great Wall CGO Li Ruifeng once said at the press conference: “the new generation of Harvard H6 adhere to the safety bottom line, technical bottom line, quality bottom line, even if users have 0.
1% of the needs of the scene, Great Wall Motor will have to pay 100% effort.
” Second, to ensure that the real material, responsible for every user.
The research and development process of Harvard H6 also fully reflects this point.
Nowadays, under the stimulation of the price war, if car companies want to sell at low prices and maintain high profit margins, they must tamper with many unseen places to create chaos in the auto industry.
The new car configuration “rising and falling” has almost become the norm of the new car in the “price reduction tide”.
In the eyes of the Great Wall, cars are long-term durable goods to ensure the safety of users, not “fast-moving consumer goods”.
So the Great Wall still sticks to its high bottom line in terms of H6 safety.
Consistent anti-collision beam, 72% high-strength steel body structure, the highest 2000Mpa aluminum-silicon coated hot-formed steel plate, full-frame subframe.
Although the quality of this series of materials can not be seen, it has a profound impact on consumers’ long-term car experience.
Third, focus on technology, develop intelligent new energy, and continuously enhance the value of products.
Great Wall spent more than 11 billion yuan on R & D in 2023, and this year’s R & D investment is also expected.
During this period of time, the outstanding performance of Wei Brand Lanshan Zhi driving version, no high-precision map panoramic NOA, Coffee OS 3 intelligent space system proved this point.
In traditional car companies, the intelligence of Great Wall starts very early and goes very far.
Chairman Wei Jianjun once said that in China, by virtue of intelligence and electrification, there is only one opportunity to overtake, and fast can maintain its value.
slow is equal to devaluation.
At last, it is obvious that the profit growth of Great Wall in the first half of the year is to optimize the product results in line with its own strategy.
It is a matter of course after we improve our own blood-producing ability.
, In today’s highly competitive market, Great Wall has also proved with its own performance that for any automobile company, the automobile industry should focus more on long-term goals than on temporary gains and losses.
At the same time, Great Wall also used its strength to break the current popular “sales volume theory” and “low price theory”.
After all, every car company has its own unique advantages and should not be stuck to a single path to success.
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