Yi Kai's past lives.
Speaking of Yi Kai Auto, this is a brand that was born in 20 14. Its establishment time is a few years earlier than another successful brand of Chery, Jiewei, and it is a big brother.
However, the sales of several family cars launched by Yi Kai in the early years, such as Yikai X3, Yikai X5 and Yikai V3, did not have much sense of existence. In 20 19, the annual sales volume was around 22,000, which was approximately equivalent to the monthly sales volume of Haval H6.
In 20 18, Yi Kai automobile changed hands. Yibin Automobile Industry Development Investment controlled by Sichuan Yibin State-owned Assets Supervision and Administration Commission and Wuliangye Co., Ltd. jointly acquired 5 1% equity of Yikai, and Chery lost its position as a major shareholder. Its base camp also moved from Wuhu, Anhui Province to Yibin, Sichuan Province. After more than a year of intensive construction, Yi Kai Automobile Yibin Intelligent Factory was completed on 20 19.
It is understood that Yi Kai Automobile has formulated the "Four Innovations" plan of "new brand, new factory, new marketing and new products" after the change of ownership. At the brand level, Yi Kai Automobile designated last year as the year of brand remodeling; At the factory level, Yibin factory was officially completed and put into operation; At the channel level, 100 first-class 4S dealers were added; At the product level, seven new cars will be launched in 2020, including three pure electric vehicles.
However, the current annual sales volume is only over 10,000, which obviously does not match the output. If it is an extremely expensive super brand such as Bentley, Rolls-Royce, or Koenigsegg, it is justified to sell more than 10,000 yuan a year. However, for Yi Kai, which is located in an economic position, how to ensure sufficient income to support the continuous operation of factories with annual sales of less than15,000 vehicles is indeed a very realistic problem.
How big a storm can dazzle the world?
After 20 18 and 20 19, the domestic automobile market went into the hell mode in 2020 under the attack of epidemic. It's hard for Yi Kai Auto to expect Hyun Jie to become an instant hit.
From the perspective of product strength, Xuan Jie has obviously had a youthful and intelligent shadow, which is basically cut with the products of Laokaiyi. As an A0-class SUV, Xuanjie seems to have been armed with teeth in terms of configuration. In other words, some configurations that we can think of now, especially intelligent interconnection, seem to have been experienced by Yi Kai Hyun.
However, this does not seem to be unexpected. Since Zotye, self-driving cars have now learned to work hard on configuration. Of course, with the support of Chery technology, the high-profile technical content of Yikai Xuanjie seems to be beyond doubt. In the shape design, Yi Kai can clearly see the shadow of Tiggo. In this sense, Yan value is also the mainstream online.
From the perspective of product strength and positioning, Xuanjie has marked the Haval F series. Previously, the price range predicted by Xuanjie was 60,000-65,438+10,000, which is expected to become another product that leads the young revolution of the independent camp after the Haval F series.
However, can the dazzling world sell well, that is, can the so-called sales be hot? At present, there is another factor, that is, the awareness and influence of Yi Kai brand seems to be lacking a little. In other words, Xuanjie went public and Yikai had a good product. However, to increase sales, we need to tell the story of Yi Kai brand.
But Wuliangye is still a winery after all. If you want to start a new business, you still need to rely on Chery to provide technical assistance. In the short term, "dazzling people" can't get rid of the influence brought by Chery. But different from the past, Chery is no longer the largest shareholder in Yi Kai, and naturally it will not "do its best", and the technology it provides is relatively "old", so it is not difficult to understand that its products are relatively "moderate".
On the whole, the dazzling world created by Yi Kai brand really meets the needs of consumers in the SUV market, but it is only a "simple" patchwork of consumer needs, so it is difficult to see the unique highlights of Yi Kai brand from the new dazzling world. In addition, the brand influence of today's "new" Yi Kai may not be as good as that of Chery Holdings 100% Yi Kai. In the past, Yi Kai didn't get much attention from consumers in the market, but now the "new" Yi Kai is even more difficult. It may not be easy to change to a brand-new model.
Chen Jian circuitous Kay wing again.
In July last year, Chen Jian, the former deputy general manager of Jietu Marketing Center of Chery Holdings, officially joined Yi Kai Automobile as the deputy general manager of Yi Kai Automobile Sales Co., Ltd., in charge of Yi Kai's market, products, brand public relations communication and sales in the central war zone. In other words, starting from this month, Chen Jian will officially carry the banner of reviving the Yi Kai brand.
Judging from his resume, Chen Jian held several important positions in R&D, general manager's office and marketing company during his 20 years working in Chery Automobile. In the later stage of development, he participated in the establishment of Chery brand, Yi Kai brand and Xingtu brand, and has rich management and marketing experience in the industry.
Anyone familiar with Chen Jian knows that he started to participate in the formation of Yi Kai marketing team on 20 13. Lead the strategic planning, enterprise naming, LOGO release and product system construction of Yi Kai Automobile Company. And break through the traditional formula of "building cars behind closed doors" in the automobile industry, launch the "crowdsourcing in Yi Kai" project, take Internet thinking as the starting point for innovation, and set off the national car-building movement. It has made a good start for the rapid development of Yi Kai, and it is also a model of marketing management.
However, with the rapid development of its work in Jietu, the industry was amazed at the speed of Jietu, and Yibin Automobile Industry Development and Investment Co., Ltd. and Pushi Group under Wuliangye completed the equity transaction with Chery Automobile, and both parties obtained 5 1% equity of Yi Kai Automobile, so Chen Jian seems to have lost contact with Yi Kai. Now, with the change of work, Chen Jian is equivalent to moving from Lugu Lake in the lower reaches of the Yangtze River to Yibin in the upper reaches and returning to the most familiar Yi Kai.
At this stage, the most important thing for Yi Kai Auto is to strengthen marketing and communication, so that more people can understand the brand image of Yi Kai. As an "old man" of Chery, Chen Jian's understanding of Chery brand is naturally different. This "return", he will better play the role of "bearing" and escort the coordinated development of Chery and Yi Kai.
Baixing pingche
With the support of local governments, well-known liquor groups and automobile manufacturing groups, can Yi Kai, which is once again charging the market, fight its way out? This will be the answer given by the new management team led by Chen Jian after his return to Yi Kai.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.