This may be a somewhat comforting report card.
A few days ago, Great Wall released sales figures for March and the first quarter of 2024.
The data show that the growth momentum of Great Wall Motor is very obvious.
In March, Great Wall car sales reached 100276, an increase of 11.
02% over the same period last year, and the cumulative sales for the whole first quarter exceeded the 270000 mark to 275333, an increase of 25.
11% over the same period last year.
It is obvious that this achievement is not easy for Great Wall Motor.
Especially under the influence of the news of “a number of middle and high-level departures”, consumers’ wait-and-see mood rises, and Great Wall Motor is facing unprecedented public opinion pressure and market pressure.
In fact, the car market was very busy in the first quarter of 2024.
BYD launched a number of glorious models, the ideal MEGA was born, Geely brand besieged Xiaomi car, Li Bin personally live broadcast, Xiaomi SU7 listed unprecedented traffic ….
However, in the era when traffic is king, Great Wall does not seem to adapt to the ever-changing fast pace.
While all the car companies are doing everything they can to compete for a small number of market share and voice, Great Wall Motor is a little “slow” and “at a loss”.
In the first quarter, sales were polarized.
What is Wei Pai, the upward benchmark of the Great Wall car brand, doing? What is Euler, the only pure electric brand of Great Wall, doing? It is no exaggeration to say that there was little news about these two brands in the first quarter of this year.
And the most direct manifestation of this state of not being cared about is sales.
Wei brand sold 3608 new cars in March, up 182.
98% from January to March, up 182.
34% from January to March.
Looking at the gratifying year-on-year growth, we do not realize that the reason for this is that the starting point is too low.
According to the relevant data of understanding Chedi, the sales volume of Wei brand models is Blue Mountain, which can account for 80%.
As for models such as lattes, they can only be sold in single digits, and there is a high probability that they will not be able to escape the fate of “stopping production”.
To be honest, as the upward benchmark of the Great Wall brand, Wei Brand did not perform well.
And Euler is also underperforming.
The Euler brand sold 6022 new cars in March and 15029 from January to March, a significant decline.
It’s hard to judge whether sticking to the “women’s track” is right or wrong, but it should not be ignored that as the only pure electric brand owned by Great Wall, Euler has failed to support the image of the Great Wall’s new energy car era.
Fortunately, the Harvard brand is still stable in sales, and the tank brand is constantly releasing its “influence”.
Specifically, the Harvard brand sold 54055 new cars in March, up 13.
99% from January to March, up 25.
53% from January to March.
In the long-lost 100000 + a month, the Harvard brand plays more than half of the role.
It is worth mentioning that the Harvard brand’s dog category has been advanced again, and the Harvard second-generation big dog Hi4 version has been officially listed at a price of 179800 yuan.
Although there are many complaints about the naming of “cats and dogs”, with the promotion of the trend of new energy vehicles, the evolution of the Harvard brand Hi4 will bring more power.
As for the tank brand, since the beginning of this year, Great Wall has begun to break through outward with the tank as the center.
The most obvious performance is that Wei Jianjun, the man at the helm of the Great Wall who has lived behind the scenes for a long time, actually walked to the front of the stage to serve as the tank 700Hi4-T platform.
The buff bonus of the helmsman is shown in sales.
Tank brands sold 18953 new cars in March, up 58.
60 percent from January to March, up 103.
16 percent from January to March.
Yes, the tank brand has grown into the vanguard of Great Wall Motor.
But also from the tank 700HI4-T delivery ceremony, Wei Jianjun’s frequent appearance, is hinting at the Great Wall automobile from top to bottom big change.
Wei Jianjun, who may not be able to sit still, is different from staying deep behind the scenes, this time Wei Jianjun not only set up a 700Hi4-T platform for tanks, but also opened a Weibo and rubbed himself with the heat of Lei Jun’s millet cars by “exchanging cars.
” The reason behind it may also have something to do with Great Wall’s financial performance in 2023.
A few days ago, Great Wall Motor released its 2023 results.
According to the content, Great Wall sold 1.
23 million vehicles for the whole year, with a total revenue of 173.
212 billion yuan, an increase of 26.
12% over the same period last year, a record high.
It is also worth mentioning that Great Wall Motor sold 225767 models worth more than 200000 yuan, accounting for 18.
36 percent, an increase of 3.
09 percent over the same period last year, a record high.
and the average income per bike was 141400 yuan, up 12000 yuan from the same period last year, setting an all-time high.
This is not over.
In 2023, the national production and sales of new energy vehicles were 9.
587 million and 9.
495 million respectively, up 35.
8% and 37.
9% respectively over the same period last year, while the Great Wall New Energy increased by 113.
88% year on year.
Overseas annual sales of 314010 vehicles, an increase of 82.
37% over the same period last year, reached an all-time high.
, each module, a great piece.
But who would have thought that Great Wall’s net profit in 2023 was only 7.
021 billion yuan, 1.
2 billion less than 8.
266 billion yuan in 2022 and 15.
06 percent lower than the same period last year.
Revenue hit a record high, bicycle prices hit a record high, and overseas sales were also high, so how did the net profit decline? After careful examination, it is not difficult to find that the sales cost of Great Wall Motor increased by 2.
4 billion in 2023, an increase of 41% over the same period last year.
If more cars are sold, there is nothing wrong with the increase in sales costs.
However, compared with the increase in total revenue, the consumption range of sales expenses is nearly double out of thin air.
Great Wall Automobile official said, “the change in sales expenses is mainly due to the increase in the introduction of new energy models.
” Among the many expenses of sales expenses, the “advertising and media service fee” of Great Wall Motor reached 4.
045 billion yuan, 1 billion higher than the 3.
047 billion yuan in 2022.
To make a simple calculation, without this 1 billion, the net profit in 2023 would be even with that in 2022.
Coincidentally, it seems that this is the reason for the decline in the net profit of Great Wall Motor in 2023.
Everyone knows that in an era when the smell of wine is also afraid of deep alleys, marketing is essential, but Great Wall Motor spent a lot of money and did not get the desired results, which is the crux of the problem.
Perhaps it is because of this that Wei Jianjun decided to “do it himself” in 2024, frequently attending events at the same time, in order to seek traffic, and then reduce marketing expenses.
It’s no big deal.
Li Bin, Li Xiang, he Xiaopeng, Lei Jun and so on, all went to battle in person, waving flags and shouting.
In this era of propaganda in which traffic is king, the personal exit of the helmsman will be more powerful, more convincing to consumers, and better able to sell cars.
, With Lei Jun, Xiaomi car interaction, Great Wall Motor is accounted for some traffic cheap.
But the real value of this move is that Wei Jianjun’s small step is about to become a big step in the new era of Great Wall Motors.
“As long as Manager Wei is here, the Great Wall will not be chaotic.
” Yes, the heart of Great Wall Motors has always been Wei Jianjun.
Looking forward to 2024, Great Wall Motors can really do a big job under the leadership of Wei Jianjun.
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