2 November 2019, Geely Automobile in Shandong Taishan’s “Imperial Marathon Open Up” officially began, as a led by Geely Automobile, held for several years of sporting events, still adhere to the people involved tradition of. In addition to the scene to help Sun Yang, Li Chen, Liu Geng Hong, Fei Xu stars such as runners, more participants are lucky employees, owners, marathon enthusiasts, as well as dozens of colleges and brand team consisting of “thousands of people ran up group” . In addition, the Chinese auto industry continued freeze of 2019, with “up” in the name of organized marathon, more self-evident symbolism.
known as the “Five Sacred Mountains of the first,” said Taishan in China’s history and culture, not simply a beauty so simple. Famous Quotes In addition to such “Five Sacred Mountains fell down the mountain, Taishan guilaibukan”, it is more modest, pragmatic and other Chinese scholars symbol of the good moral character. As we mentioned in the Analects of Confucius: “a short step, a thousand miles; not small streams into a mighty torrent.” For temper has been ahead, and steady development of Geely, and undoubtedly represents a robust, self-reflection of Tarzan has a high degree of fit. As vice president of Geely Automobile Group, general manager of domestic marketing company Challenger said in talking about the future development of Imperial cars:. “Stable development comes up is more important than rapid growth upwards so” rock solid “I think is more important association. Imperial constantly challenge in the face of all the difficulties, still hesitate to insist on up. this is in fact talking about the spirit with the spirit of Tai Dorsett fit. “
after this Open came to an end, the car can not wait for the new media Wei, vice president of Geely automobile Group, general manager of domestic sales and general manager of Geely brand Challenger sales company Song had an exclusive interview, listen to them talk chat Geely brand’s “rise” of the road, the future planning of Imperial; and the face of electrification remained low tide and the Chinese automobile market, what they think.
Dorsett, do Geely Group deployed A-class car market “big barn”
In 2009, the first Geely Dorsett models on the market, thanks to the continuous development of their products and their precise positioning of Geely cars in the core technology research and development, just 10In between, Dorsett market holdings exceeded 265 million, and continued the momentum of rapid growth. At the product level, from a single model of development in order to cover all market segments compact car, SUV, new energy and other independent cars. But apparently not satisfied with this lucky person, for the future, Song, general manager of Geely brand marketing company gives confidence expectations:
“Imperial and the Imperial family, the future will become the Chinese brand of products on behalf of ., participate in the global car market competition. “
growth trajectory from Imperial cars, it seems difficult to sum up keywords -” up. ” Starting from 2009, 2013, 2014, Regency we enter the new acceleration phase, and then to launch SUV models GS Imperial Family and cars, we can say Dorsett walked ten years, it is relying on the “up” to lead, only a step by step development so far, but also the growth of Imperial Geely automobile “Advanced Road” perfect microcosm.
It can be said, and now the entire Imperial Geely Geely Group brands even in the presence of all can not be ignored, Song of the image of the car system will be lucky in the A-Class market deployment of “big barn”, he said:. “Imperial Chinese auto brand in the a-class car market to open a window, but it is also auspicious in the a-class car market” big barn “in addition, Imperial users has more than 2.65 million households, and is still growing very rapidly. it is auspicious for the development of a very thick base plate. Meanwhile, Imperial Geely brand is very young. at the same time, Imperial kept climbing, long-term perspective, today the next step is to better climb up. “
As Dorsett next development, Geely people have already done more long-term plans. Future, Geely will continue and good low riders greater interaction, “laying the foundation skills” on the one hand by improving product strength to consolidate the “up” hard power, on the other hand improve service quality across channels, ruthless catch the pre-sale, sale each link, trying to bring a better experience for consumers.
China’s automobile market continued cold, Geely’s plans
Since 2018, limited purchase policy, economic downturn and other causes of influence, China’s auto sales not only thoroughlySay goodbye to 30 years of rapid growth, and even appeared for the first time declined. In accordance with the judgment of Challenger, 2020 market high probability or maintain the status quo: “We believe that in 2020 the market will not be much change in the next two months of 2019, we expect overall sales will still be picked up. from 2020 full year, we feel that there is a possibility was up, no further U-turn. “As for Geely annual sales exceeded a million, it is precisely this uncertain market background is appropriate that they slow down, running system was a great opportunity to brand precipitation.
this, vice president of Geely Automobile Group, general manager of domestic marketing company Challenger gives this explanation: “After sales exceed one million, we have encountered many difficulties and challenges, need time together with partners , running, straighten out some of the problems the system. we will soon find some new Geely is not the same situation and outlook in the fourth quarter. we adjust the tempo, does not mean we give up before the goal. in 2020 we of course, we will encounter some challenges, but the new product or just set the beat, it is all carried out in accordance with the strategic plan. we know that Chinese consumers, on the auspicious expectations are not the same, not the same basis of scoring we hope to do the same as before, so that everyone shines. For example, two days ago in Nanjing ICON debut this product, the next will be revealed at the Guangzhou Auto show Geely products in recent years, from the exterior to break now, in fact, we have more time and energy on the lifting of internal forces. so now the inherent quality of Geely products, quality stronger. ”
Also, today’s lucky compared to pure sales data, but also pay more attention to represent the brand in the market overall footprint and market share development opportunities and strategic ecological quality.
direction, Geely’s strong brand gene
in a number of Chinese brands, Geely probably It was the first to propose “brand up” concept car prices, which is auspicious words in people’s eyes, is definitely not a mere marketing concept. First, the “up” is the spirit of the brand and Geely fit this, Challenger explanation gives this explanation:. “Lucky users are a generation of hard work, are constantly on our own efforts upFound that “up” with the word spirit like Geely, put the word extracted. It is not only in sales volume up “up” to become more inclusive spirit of Geely, Imperial spirit. “
In addition, the Challenger is also convinced that” only Chinese brand may have up to survive. “Having said that, he conceal their excitement,” I think Chinese brands are in the basement, and finally to the ground up never again return to the basement. “In addition, the price structure than auspicious product is also fully confirmed for their efforts in the way of follow up brand Challenger disclosure of data:.” Geely Automobile whole five years of average selling price from the original 80,000 or less, up to currently 10 to 150,000, 80,000 more than the price of product sales accounted for 71.3 percentage. “
As Challenger said:” board to be high, far ahead, go before long. The positioning leapfrog calibration, product price, quality, configuration standards, be sure to go to a higher level scaling, each car are up to standard, the only way to have competitiveness. Consumers will buy products worth more rewarding. “Up” is not a product positioning, it is auspicious spirit, is derived from the Imperial spirit is the spirit of the formation of resonance with consumers. “