On June 3, the Starial Motor issued the latest sales situation. The real laundering of the whole model in May has increased by 113% year-on-year, and the increase of 21.8 percentage. In terms of specific models, the launch of the laundered in March increased by 33.1%, with a cumulative sales of 2379; compact SUV Star LX increased by 72.6 percentage, increased by 34% from the previous month; medium SUV Star TXL sales increased by 40.7 percentage.
For the establishment of the SUV market, the SUV market has been successfully declining and the epidemic impact, this sales trend can be described as unusual, but it is also in the reasonable – whether products, channels The look is also the lading of technology, marketing talents, and the territory has shown a change in the industry.
Product: Comprehensive coverage continues to increase
If it is just successful in 2019, the product line of the star is still in shape, so today, the star is The SUV section has been called the army to strong.
Take the newly created M3x Mars architecture as the core, the Starway has covered the TX of the compact four-wheel drive SUV, positioning medium SUV TXL And the flagship model of large SUVs in the context of positioning. In the high-end entry-level SUV market, the Star also introduced a more grounded compact SUV LX.
Not only is the SUV product line to achieve all-round coverage, but also the speed of the product’s improvement speed is also impressive.
After the listing is more than a year, the TXL of the Starway ushered in a new generation of models, which has been thoroughly revolution in the appearance and interior and intelligent configuration. The LX Versailles released in front of the Star LX Versailles is also based on the taste of the young consumers, making people look at the eyes. On June 5, the TX TX will also usher in a large change in the design and configuration of the interior design and configuration.
That is, in two and a half years in less time, the Star has not only completed the layout of 4 models, but also has completed the improvement of the big knife.
According to the planning of the Star, the next additional iteration is upgraded to the existing model. For example, the 2.0T engine is covered to TXL, and a new product such as cars, mixing will be launched, and the stars will be launched. “Weapon”.
Channel: Experience is the king of the wind
The powerful product creation and innovation strength not only let the trend have received attention from consumers, but also make a lot of distribution Business opportunities have been seen in the overall car market.
For most car brands, the dealer channel is the “last km” that truly contact consumers, and it is also the “first km” of the product after-sales service. If there is no perfect channel network, good Products are also difficult to transform into sales.
In fact, under the epidemic impact and the downward trend of the industry, many car brands have passed the distributor’s retreat, and the stores and other news, but the start is achieved. The wind is flying.
In May, the Star Brand “Baicheng Bai Store” channel expansion action officially launched, including Xi’an, Wuhan, Nanjing and other countries In the hundreds of urban realized the full coverage of the Star Experience Center, the star can achieve sales in May, and the successful expansion of the channel is indispensable.
From the name, it is not difficult to see that the Star Experience Center draws on the business ideas of the Internet industry and other Internet industries, put the user experience in the first place, not only to limit the sales of traditional 4S shops and After-sales service, this new model is not only sales, but also the development of the development of the Star Brand is also significant. 
Taking the Star Experience Center as the core, the Star has created a differentiated star fire of “1 + N + X”Channel expansion model, “1” represents the Star Experience Center, “N” represents a franchise store, “X” representative authorized experience store. From 1 to N to X, completed the differentiation layout of the first-tier cities, the second and third tier cities and the four-five cities and towns.
According to the scheduled plan, at the end of 2021, the star is to achieve “200 Star Experience Center + 200) nationwide. The network layout of the franchise store +1000 authorized experience stores, when the sales of the territory expect new breakthroughs.
Talent: Technical Marketing is incorporated into
In terms of research and development talents in the product technology level and quality, the Star has strongly absorbed the best resources in the Chery system.
For example, Peter Matkin worked in the British Jaguar Land Rover for 25 years, responsible for the Land Rover Range Rover, Range Rover, Aurora, Jaguar XJ, XK, XF, etc. User needs, product definitions, and engineering research and development of core products. After entering the star, Peter Matkin serves as a general engineer of the Star Brand R & D, the development of M3X Mars architecture.
Liu Xiaonan, who was responsible for the domestic road tiger to discover the development of Shenxing, Jaguar XFL, joined the Starway in 2017, served as project director of the R & D models. And the current Sublit, the owner of the Star Brand Production Director, is also the old technical school of Chery, served as the person in charge of the Quezibaru Lean Production Cooperation Project, which has introduced a huge contribution to the Subaru lean production method, and is responsible for production during the Chery Jaguar Road Manufacture and dominate the construction of the Changshu base.
In the weaker marketing in Chery, the Star is also absorbed by two senior people with more than 20 years of marketing and brand communication experience in February this year.
The real-hand management of the East-wind Nissan successfully dominated the founding and development of the real-hand management personnel Ye Lei served as the executive deputy general manager of the Star Marketing Center, and to the General Secretary of the StarGao Xinhua report, and in the three fields of MPV, SUV, and the sedan have successfully created the explosive product Li Jianhua as deputy general manager of the marketing center, the market and product line.
After the two people have new, the marketing and brand dissection of the ternary has begun to change the changes visible to the naked eye, this, no matter from this year During the auto show, the exciting star booth or the speed of the new product propagation rhythm of the Star LX Versailles version can be seen.
It can be expected that in the continuous expansion of R & D and marketing talents, the ternary will continue to speed up the footsteps in new technology and brand shaping, bringing consumers To more surprises in more products and marketing, this is bound to help the Star to achieve greater breakthroughs in channels.
Based on this, we may wish to expect the overall sales of the Star to move on the new steps in the near future. In that, the brand will also truly ushered in its own star sea.