The current Geely car is not simple. Many people think that in the auto market, it is no longer possible to use the "scores" to evaluate Geely cars. After all, the current industry's assessment criteria for Geely far exceeds the number of sales figures, but it is viewed from a diversified perspective. Global Chinese brands. From Geely's globalization to multi-brand development, from product line to CMA architecture, Geely has largely broken through the task of a Chinese car company, because it is doing more than just targeting a market. Car, build a brand...
In the ongoing development of Geely Automobile, related sales and brands are almost the most strategic. For now, a simple sales volume change for Geely Automobile is enough to affect the long-term attention of car companies and the entire industry. Especially after Geely’s sales in May, there was a “commotion” in the entire industry. What happened to Geely? Where is its future? A series of questions came one after another. But in detail, behind all this is just the foundation for Geely's future development.
1 In the past year, Geely has done two things on the product system. According to relevant data, in the past five months, Proton accumulated sales of 36,000 units, a year-on-year increase of 70%, and the market share increased to 17.2%. Reelected the runner-up in the new car sales list in Malaysia. Among them, the Proton X70 was delivered more than 15,000 units after half a year, becoming the champion of the Malaysian SUV market segment.
Proton has achieved such impressive results in a short period of time, which is inseparable from Geely's boost, and this is the biggest change that Geely brought to Proton after two years of interest in Geely. In addition, Proton's research and development capabilities and product quality have been improved. The export business that has been interrupted for many years has also begun to recover. Proton has entered a rapid brand transformation and internationalization process.
For the continuous improvement of Proton, many people think that this is a natural result. Geely Automobile is fully capable of making Proton better by Geely's strategic guidance and resources. But beyond this, more and more people are beginning to worry about Geely's own development. How much capacity does Geely have in the higher climbing stage? Is it able to complete future strategic planning? This is also the biggest question for Geely in many investment markets, including Hong Kong stocks.
Since last year, every time Geely Automobile released sales data, the outside world has different voices. Even at the high point of sales, there are still many investors who believe that Geely’s growth potential is not seen. For the first half of the year, Geely's high-level options have been replaced normally, and some media have interpreted it as an important reason for Geely's stock price decline.
Recently, Geely Automobile released a sales report, with sales of 90,309 units in May and 560,805 units in January-May. The two core data decreased by 27% and 12% respectively compared with the same period of last year. For the fluctuation of Geely's sales, once again, it has aroused strong concern from the outside world. After carefully analyzing the sales data, the car prophet found that there are too many future thinking about Geely.Interpretation of Geely's new "playing"
In Geely's dynamic sales data, the two major segments of the car and SUV have maintained a balanced development. Data shows that in the past five months, Geely's car and SUV sales were: 235,600 and 313,920, respectively. In terms of MPV, the total sales of Jiaji, which has just been listed this year, has reached 11,285. In terms of product development model, Geely Automobile is following the plan of creating quality products in each field.
This is the most important thing that Geely has done in product sales in the past year. In addition, for the continuous updating of Geely's new and old models, their respective shares are constantly changing. In the middle of 2018, the total sales volume of the early products of the Bo Department, the Emgrand Family, and the Vision Family totaled more than 1.3 million units, accounting for 86.7% of Geely's total sales. By 2019, the sales volume of this series in May has dropped to 65.7%. It can be seen that the sales of new products of Geely Automobile have shown a good development trend. In addition, the car prophet also learned through visiting a number of dealers that Geely has maintained its internal inventory adjustment and optimized product structure for the past two years in order to provide consumers with better Geely products.
From these aspects, the current sales data does not fully reflect the real situation of Geely Automobile, and the sales volume is more than one aspect of the development of the car enterprise. Geely is just following its own ideas.
2 What is Geely's next game? In February 2018, Geely acquired 9.69% of the voting shares of Daimler AG through its overseas business entity. This is considered to be another major milestone in Geely's global automotive market after the acquisition of Volvo. Since then, Geely has continuously adjusted the internal system through a series of measures such as acquisition, and also made the outside world pay more attention to the development of Geely in the capital market.
As far as Chinese car companies are concerned, in the past, sales and branding were two important business units. Although they were related in some respects, they were basically in relatively independent operating conditions, which led to better sales. It is helpful for the brand, and the promotion of the brand often has little impact on sales.
Judging from the development and changes of Geely in recent years, the reason why it can become a representative of China's own brands on the international stage is inseparable from its synergistic business philosophy of tightly combining sales and brand business and complementing each other's advantages. The key is the core driving force of products.
Analysts said that it is precisely because of Geely's continuous development in the core business that it has formed a sustainable development model that promotes the mutual promotion of products, sales and brands, which not only provides a strategic layout for Geely's global automotive market. Source power, but also bring confidence in all aspects of its global capital. Therefore, how to further enhance the brand awareness and product premium by combining sales and brand two businesses is Geely's next consideration.
After visiting more than ten dealers, the car prophet found that the Geely "Bo" series of products, for example, the current price cuts of terminal prices are controlled to a small extent, compared with other independent brands and even joint venture brands, Geely's Product prices are firmer. On the one hand, thanks to Geely's relatively stable price control policy, on the other hand, it means that the market highly recognizes the value of the product.
In addition to controlling market prices, Geely has also injected new value into its product architecture with its experience in global development. The CMA architecture of the first mid-level vehicle basic module architecture jointly developed by Volvo Cars and Geely Automobile and Volvo Car has been integrated into more Chinese elements after continuous optimization and upgrading, achieving the benchmarking breakthrough of Chinese automobiles.
As the first product built under the Geely CMA structure, Geely Star has been widely praised by consumers since its launch. It is understood that the sales of Xingyue has reached 1,109 units in 20 days. This is because the second plant of Hangzhou Bay, which is producing stars, has just been put into production and is undergoing a stage of capacity climbing. Geely also intends to change the traditional sales logic. It hopes to convey the new product features under the CMA framework to consumers.
So what is the difference between the new products under the Geely CMA architecture and the previous models? How to make consumers truly understand the characteristics of this generation of Geely products from products, technologies and experiences is the next important task for Geely and dealers. One.
According to the plan, with the sales of Xingyue products, Geely will first help dealers to understand and understand CMA and CMA products, and fully support CMA marketing activities. After mastering the core advantages of CMA in the marketing side, the terminal personnel will interpret the core competitiveness to consumers, create a high-quality image of Geely and lay a solid foundation for the mass production of CMA products.
With the hosting of the 19th Hangzhou Asian Games in 2022, Geely, as the official automotive service partner, will open a new strategy in the field of smart travel services with its leading global autopilot and smart internet technology, and continue to build more products. At the same time, it also takes this opportunity to further enhance brand value and global influence, and drive the development of Chinese automobile brands.
3 How to understand the new ideas for the development of Chinese enterprises? In 2019, the Chinese traditional automobile market reached a stage of slowing down development, and most people followed it with a negative attitude. However, Wan Gang, vice chairman of the National Committee of the Chinese People's Political Consultative Conference, seems to be a natural phenomenon in the development of the industry. In the difficult period, it is even more necessary for auto companies to think about the future development from a macro perspective.
In terms of macroeconomics, experts in related fields have told car prophets that China's economic development generally relies on consumption, investment and exports. Data show that in the first five months of this year, China's trade in goods exports was 6.5 trillion yuan, up 6.1%. In terms of investment, from January to May this year, the country's fixed asset investment (excluding farmers) was 21.7 trillion yuan, a year-on-year increase. 5.6%. In the same period, the total retail sales of consumer goods reached 16.1 trillion yuan, an increase of 8.1% year-on-year. Comparing the data growth in these three areas, promoting consumption will be the main way to drive China's rapid economic growth in the future.
For the development of China's economic consumption sector, real estate is one of the pillar industries. However, from the current point of view, China's urbanization level is 57%. By 2025, the target ratio will reach 70%. China's urbanization will increase, and the growth rate of real estate may slow down. As we all know, real estate and automobiles are two important pillars in the process of economic development. Their industrial chain is relatively long and can reflect the development of macroeconomics to some extent. To this end, companies such as Evergrande are now gradually turning to the development of the automotive industry.
In addition, relevant data shows that automotive sales increased by 2.1% in June, completely turning from negative to positive. For this important change, Chinese auto companies should jump out of product sales and look at the development of automobiles from the perspective of the entire industry, so as to find a new mission for Chinese car companies.
Understanding the development of Geely Automobile from the current automotive environment, all changes in the first half of this year are based on solid foundation. According to the relevant data of the circulation association, in terms of current product inventory, Geely's inventory index is almost the lowest among its own brands and joint venture brands, and has been reduced to 2.0. Beyond this, Geely will also pass on the new product features under the CMA architecture to consumers and change the traditional sales logic.
In addition, products and sales are just one aspect of Geely's current development. In the strategic planning for the second half of the year, Geely Automobile will also exert its efforts in new energy development and overseas market expansion. This may be the most important task facing Geely Automobile. . At the same time, according to China's consumption development trend in the second half of the year, Geely Automobile is bearish on sales data and puts specific automobile consumption at the forefront. This shows that Geely has made adjustments from the macroeconomic point of view, from new products, markets, consumption and other aspects. Your own new style of play.
Legal Network Beijing June 18th reporter Cai Yanhong When it comes to "garbage", it is a scene of stinking and sewage flowing in our minds. However, who can think of it, in the "China's first country" capital international airport, there are also "foreign garbage" from abroad by air to transport passengers into the country by means of ants moving. The reporter learned from Beijing Customs today that since this year, Beijing Customs has been inspected by the Customs and Excise Department of the Capital Airport to seize 63 illegally carried solid wastes, and found 47,000 pieces of used mobile phone screens, display screens and tablet accessories, with a gross weight of over 3.3 tons.
“Western garbage” is a common name for imported solid waste. Commonly used are discarded clothes, household appliances, electronic products and medical waste. The biggest feature is that it harms the environment. It will produce seriously polluted waste, waste gas and polluted groundwater during the treatment process. Resources. Take waste electronic products as an example, which contains a lot of heavy metals such as lead and mercury, and there are major safety hazards if used after refurbishment. Bad merchants often package "foreign garbage" into high-end "foreign goods" from abroad, thereby deceiving consumers to make huge profits.
Since the beginning of this year, the Customs of the Capital Airport has responded positively to the deployment of the special action of the “Blue Sky 2019” of the General Administration of Customs. Based on the characteristics of the empty port and port, the three-in-one supervision mode of “People + Machine + Data” has been fully utilized, and the illegal entry of solid waste such as waste electronic components has been strictly violated. . Through the analysis of big data risk, we can find out the methods and characteristics of solid waste smuggling in the passenger checkpoints of the Capital Airport Port, and turn them into key points for investigation and implementation of precision strikes. At the same time, give full play to the application efficiency of science and technology, increase the application of intelligent review system, and timely enrich the sample images of high-risk items such as used mobile phone screens, LCD screens and tablet computer accessories into the database to provide technical support for precision strikes.