Chery jokes daquan

We laugh at ourselves: traveling is not only about walking from one's boring place to another's boring place, but also consciously planning where to go for the next holiday.

In addition to the scenery of the destination, the experience along the way, the feeling of watching trees, telephone poles and villages retreat until they disappear from sight is also the meaning of travel. Modern people who pay more and more attention to spiritual consumption will definitely spend more time on the journey.

Jettu realized this. When it was still a series of products, it began to expand its own ecological circle and give play to its own personality in the name of "Travel Plus", and then appeared as an independent brand.

Look, its name. "

Jetur

"all inclusive"

travel

"。

Compared with the story of genius reaching the summit, the story of counterattack breakthrough may be more exciting.

As an experiment of Chery Group, Jietu was born in the winter of 20 18. The auto industry, which has gradually become a "stock market", is not prosperous. Moreover, at that time, everyone was still waiting to see the "jokes" of Chery's sub-brands Yi Kai and Guanzhi.

Jetu appeared in such a low-key way. The birth of Jetway is regarded as a breakthrough, not only because the industry has entered a bleak period, but also because the trend of high-end and electrification has begun to stir. Although Jietu has a clear positioning, it will inevitably confront its brother Tiggo.

Moreover, at that time, the SUV market was already the Red Sea, and independent brands such as Great Wall and Chang 'an could only enter and retreat. Joint-venture brand SUVs have been introduced into China market one after another, so it is not easy to fight our way out in the red sea of fuel SUVs.

But Jettu did it. Who would have thought that in four years, Gateway has more than 460,000 users and 6 million fans, and has a product matrix of X70 and X90 star series.

Gateway occupied the market at an unexpected speed. The first model, the Gateway X70, sold more than 40,000 vehicles in just four months. Based on this performance,

Jietu became an independent brand in July last year.

When Jietu is still a product sequence, it is feasible to rely on Chery to quickly occupy the market through excellent "product strength" and "price ratio".

But when it is independent, it must grow into a brand with practical responsibility, long-term strategy and individual characteristics.

Judging from the sales volume of Gateway, one car can break 10,000 yuan earlier, and now three or four cars are also breaking 10,000 yuan, not because the products have regressed, but because the competition is increasing.

Therefore, deepening the "tourism+"strategy is the mission of Jietu brand and the second breakthrough of Jietu.

On the brand night of Jietu Automobile, the layout of the scene and the content of the leader's speech are still inseparable from the element of "journey", and the product planning and service layout released by Jietu Automobile are also closely related to the tourism market.

It can be said that Jetu realized it, and it can also be understood that Jetu's desire for survival has become stronger.

Every step forward will be more difficult and more challenging, but the good news is,

From its initial attempt to its brand independence, Jietu has become more mature in its own market segment, the tone of the brand has been guaranteed, and its positioning in users' minds has become more and more clear.

Simply catering to young people will only become followers, and making their own characteristics can really attract them and win recognition.

In the face of an increasingly young consumer market, it is not enough to find the right people. We must use our own style of play to attract them to take the initiative to participate, spread spontaneously and form a flow pool.

As a cutting-edge SUV brand, I saw the potential of Gateway. Judging from its performance in product planning and marketing strategy, it is its growth route to decrypt traffic passwords and find a way out in the new journey.

In the future product planning, Jietu officially released the four product sequence layouts of X, T, P and V, focusing on SUV, hardcore off-road, hardcore pickup truck and MPV respectively.

The release of this plan also marks the official opening of Jietu Automobile.

" 4+3+N "

The era of product matrix. That is, SUV series (Jiewei X- 1, Jiewei X-2, Jiewei X70, Jiewei X90), cross-border series (Jiewei hard-core off-road, Jiewei hard-core pickup truck, Jiewei MPV) and hybrid series (all products are planned to be synchronized and mixed living space series).

The biggest feature of this product matrix is to focus on the "Travel+"market segment and continue to create the "Travel+"product features, which has become an unavoidable choice for users who like holiday travel.

There is no "boundary map" in the boundary map. If you want to put the label of "Travel+"into users' cognition, you must be down-to-earth and make real efforts.

At the product level, it is necessary to create "Travel+"product features that constantly adapt to users in the new era. While using Chery technology to ensure the stability and safety of products, we should also strengthen the intelligent and healthy product label.

The Kunlun architecture, which debuted in this event, is the result of Jietu's combination with Chery's platform architecture, which is tailor-made for the positioning of "Travel+". This architecture is smarter and more evolved than Chery's existing one, and can connect more travel scenarios.

Specific to the model, the appearance of the concept car code-named Gateway T-X can best reflect the brand slogan of Gateway:

Define the journey with action.

Hard body, rough lines, off-road tires, body length more than 5 meters, price range covering150,000-300,000, directly targeting standard tanks. Besides,

In the future, the T product series represented by this car will also launch a variety of models such as hard-core off-road, intelligent off-road and luxury off-road, giving users more choices of hard-core off-road vehicles.

At the marketing level, Jiewei seems to be more enjoyable than its old club Chery.

On June 5438+1October this year, the brand-new SUV code-named X- 1 was officially named "Sheng Da" after 38 days of creative naming activities.

In addition to the journey to the west, Jietu has never let go of the Three Kingdoms. From X70 Plus Zhuge Edition to X90 Zi Long Edition, the presence of Jetway is getting higher and higher.

It remains to be seen whether this gameplay can continue to bring freshness to users and whether it can effectively broaden the "tourism+"boundary. However, the pattern is uncertain, and such an attempt by Jietu is still worth encouraging.

Co-creation with users in the automobile circle is not a new word, but it has a huge space for the rapid development of the "travel+"market segment.

Many car companies learn from new car companies in the operation and maintenance of users, and many methods are the same, but all attempts are brand-new and innovative for Jietu, which has a clear target group.

Since the goal is to look at the distant journey, Jietu is bound to cross-border cooperation, constantly expand the "travel+"ecosystem, integrate the resources of well-known domestic tourism industries, and provide protection for users to travel without worry.

Gateway claims to be a pioneer in the "travel" category because it spends more time on the road than any car company.

In the past 40 months, Jietu Automobile has built a 1800+ network, and the national 50-kilometer automobile circle has basically been built.

It has nearly 50 "tourism+"eco-alliance partners, such as Tuju, Fangte, Ctrip and other well-known tourism ip, and also brings together Pathfinder, Hongxing Hongxing Erke, Qiuyedi, Fu Guang and other partners to provide users with professional products and services. In addition, in Jietu APP, there is also a "Jietu Road Book" created with users for reference.

At the event site of the brand night, we can see the cross-border exhibitions carefully created by Jietu Automobile, Fontaine, Akino and other partners, and also let us see the diversified and personalized scene experience of future travel.

Jietu understands that technology is cold, and seeing the future life scene will really warm others.

To protect the user's journey, we must also communicate our emotions from time to time. In the past four years, gateway has created five user experience IPS, including 8 18 fan culture festival, gateway family banquet, car owners on the road, beer lobster festival and gateway ecosystem experience day.

Objectively speaking, these five major IPS are not very out of the loop, but I have heard many related stories.

At Jietu's family dinner, some users suggested that he often went fishing at night, hoping that there would be a floor lamp at the top of the trunk. Li, deputy general manager of Jietu Automobile and general manager of the marketing center, said that this was added during product iteration.

Perhaps the practice is not brilliant, but it also shows that young JetMap is on the right track on the road of user co-creation, and knows how to protect the user's journey with care.

In terms of future brand goals, Jetway has also set a sales target of one million vehicles in 2026, including 700,000 vehicles in the domestic market and 300,000 vehicles in overseas markets.

This is a bit "grand" for a budding new brand. You know, for independent brands, only car companies such as Geely, Great Wall and Changan, which are in the first echelon, can achieve annual sales of one million.

Ambition is also determination. Since Jettu got on this "traveling" ship, he must sail ahead and ride the wind and waves. Since we have chosen Far Away, we will only care about the hardships and difficulties, continue to keep our original intentions with ingenuity, keep a clear insight into the times, and respond quickly to the needs of the times.

It is still too early to judge whether Gateway is a successful brand, but it must be a unique brand that constantly broadens its boundaries.