Where does Chery Automobile who "Destiny" find "fulcrum"?

This article was original by Sutoo123

Author / Hao Danchun

On the one hand, the new forces of car building are rushing to go public, and the horse is circled; The 25 -year -old Chery car, who is not involved in, has no matter how ambition to "dominate the rivers and lakes", it is difficult to find.

A few days ago, Chery Automobile announced the sales report in May 2022.

Data show that Chery Group sold 85,400 new vehicles in May; from January to May, 37 million vehicles were sold, a year-on-year increase of 6.2%.

It is worth mentioning that according to the industry data released by the China Automobile Industry Association before, due to the impact of the epidemic, sales of the automotive industry in May fell by 12.6%year -on -year. In other words, Chery's current sales growth rate has won the broader market.

However, from the perspective of sales data, the performance of Chery Automobile's current performance is still poor, but the cumulative sales of car companies such as Changan, Great Wall, Geely, and other car companies have exceeded 400,000 units from January-May. The vehicle.

In addition, Sutu.com analyzed the sales data of Chery, and found that there were many hidden concerns in Chery's superficial "still available days". And now when the self -branding era comes, why does Chery go in the direction of "downhill"?

Chery can't get rid of the "inner roll"

As we all know, as a diversified enterprise group with the automotive industry chain, Chery never lacks brand awareness.

Therefore, Chery has successively "born" product brands such as Chery, Star Road, Jetta, and Kerry, forming a comprehensive brand layout from "entry -level" to "luxury level".

In Chery's plan, Star Road is a high -end series, the tiger of the mother brand line focuses on the mid -end, while Jetta focuses on the low -end series.

Although the plan is very beautiful, in the end, because the three major brands are too confusing in positioning and pricing, it has led to the occurrence of the "inner volume" situation.

Taking the hottest price range of the automotive market-10-150,000 yuan as an example. If you want to buy an SUV at Chery with a 100,000 budget, then you can choose the 1.5T ride of Star Road LX, or you can choose the 1.5T elite version of the Chery Tiger 7, or the 1.5T of Jettu X70 The Yuexing Edition, and these three specific models are the main sales of their respective brands.

Although the above situation provides more choices for consumers, on the other hand, it has also set up many difficulties in the positioning of Chery's auto brands. According to data from the car home, the landing prices of the three cars of Jetu X70, Tiggo 7 and Star Road LX are all around 110,000. "Under the same system, the price of the same models of different brands is very convergence." Not only will the brand positioning blur, but also reduce the gold content of high -end brands, but also further exacerbate the internal consumption problem under the same system.

It is worth noting that in Chery's most "proud" technology, it also adopts the attitude of all brands "one treatments". It is reported that the 2.0T engine launched by Chery, many models of Starway, Chery, and Jetta are in use. This means that even if the overall "technical level" of Chery products is increasing, the internal consumption between models cannot be avoided. After all, 2.0T is a symbol of high -end in the eyes of most consumers, but now Chery is mixed with 2.0T engines, which is really inappropriate.

In addition, the "double car" strategy of Chery's current products has also had significant hidden concerns.

It is reported that the so -called dual -car strategy is to derive more versions of each single model for sale. In this strategy, the Great Wall, Changan, and Geely are applied. Therefore, Chery has successively carried out the derivation of Tiggo 3 to Tiggo 3X, Tiggo 5 to Tiggo 5X, Tiggo 8 to Plus models. On the surface, this can not only save the corresponding R & D, manufacturing costs and time for Chery, but also ensure that it is new in a fixed cycle.

However, Chery ignored the most important point in the application of dual -car strategy. That is, when this strategy is promoted, both Haval, Changan or Geely's market segments are derived from the reputation of the branches of star products. In contrast, only Chery has attracted more attention in recent years. This has led to the increasing types of items, but the sales of sales are increasingly shrinking, and eventually it has been proclaimed.

Specifically, the monthly sales volume of the Chery brand is mainly contributed by 5 models. Among them, the SUV models account for 4 models, namely Tiggo 7, Tiggo 8 (including Tiggo 8 Plus), Tiggo 5X, and Tiggo 3X. In terms of cars, Chery is always in a marginalized situation. Only one 60,000 to 30,000 Aerizer is barely supporting the situation. In contrast, Changan and Geely have launched UNI-V, Xingrui and so on in the car market. The hot model is rapid.

Chery New Energy Wandering outside the mainstream

In addition to the traditional fuel vehicle market, Chery also contributed good sales data in the hot new energy vehicle field.

Chery Group's new energy vehicle, sales of 20,700 units in May, an increase of 205.5%year -on -year. From January to May, the sales volume of new energy vehicles was 89,200, an increase of 175.7%year-on-year. In the newly announced May new energy sales list, Chery ranked fourth. It is worth mentioning that in the ranking of last month, Chery broke into the top three, second only to BYD and SAIC -GM Wuling, and new energy vehicles were the only growth sector in Chery Group.

From the perspective of sales data, Chery has performed well in the new energy field, but Chery's main sales contributor in the new energy market -micro -cars (QQ ice cream and small ants), which is bound to not support Chery in the field of new energy fields Long -term development in the future. Checked the data of the Linko Federation found that in May, Chery New Energy Vehicles, QQ ice cream sales were 9,243 vehicles, small ant sales were 9,084 vehicles, total sales were 18,372 units, accounting for 88.89%of Chery New Energy. Among them, the starting prices of the three models are: 73,900 and 29,900.

However, the A00 level supported by little ants and QQ ice cream is no longer the blue ocean market. There have also been strong competitors such as Wuling Hongguang MINIEV, Changan Benben E-Star National Edition, and other powerful competitors have emerged in the industry. Data show that in May 2022, Wuling Hongguang MINIEV and Changan Benben E-Star national version of the national version of 29,000 and 10,700 vehicles, while the earliest Chery little ants involved in the A00 level, even after many upgrades and modifications, and changed money, and the models were upgraded. It is also the fatigue of the competitiveness of product competitiveness.

It is worth noting that the current A00 level is already in the Red Sea. With the rapid development of the new energy vehicle market, the sales structure of the market will inevitably be promoted from the current "dumbbell type" to the "spindle shape". "Measurement criteria.

Chery of "Lost" in the high -end track

Compared with other independent brands, the products covered by Chery New Energy's previous layout are actually not just one, but the big ants, Tiggo E, and Erize E, etc., which were launched before, are all due to the popular market segments that have not stepped on the market, and The comprehensive performance of oil -to -electricity products is lacking, and it has missed the golden period of the layout of mid -range products.

Perhaps because of the weak development of its own new energy field, Chery opened the pace of entering the high -end field of new energy vehicles.

In early 2021, a product named Riteng 01 quickly became popular online. It is reported that this product is a high-end intelligent electric vehicle created by Chery. The comprehensive battery life can reach 600 kilometers. The price is expected to be between 220,000 and 250,000 yuan, and the listing time is July 2021. However, there have been no more news from "Ruetang 01" since then, and it has not yet been listed.

On the other hand, other Chinese car companies such as BAIC, Dongfeng, Geely, SAIC, BYD, and other new energy models have been killed to 300,000 yuan in new energy models. In terms of high -end new energy product lines, Changan now has Avita, Geely has a very high, Great Wall has a salon. In the industry, there are also new forces accumulated in Tesla, Weilai, Xiaopeng, and ideals, and new technology companies that accelerate the entry, such as Xiaomi Group, Baidu, Huawei, Hon Hai Technology Group, etc. Essence And Chery, apparently slowed down.

Needless to say, the independent brand requires sufficient funds as a support. Chery, which has invested a lot of funds in the fuel vehicle track, has enough balance to promote the high -end of the new energy field. It is yet to be questioned. Li Bin, the founder of Weilai Automobile, has publicly stated that the funding threshold for car building needs to be reserved, while the current threshold is at least less than 40 billion.

Although the outside world cannot understand the strength of Chery's funds, looking at the financing process and the frequency of listed news disclosure, Chery's funds in the field of new energy vehicles are bound to seek external help.

Data show that Chery New Energy, established in 2010, has conducted three rounds of financing and has not disclosed publicly. The latest financing took place in January 2019, which means that Chery New Energy has not received new financing for more than two years.

In terms of listing, Chery New Energy has been reported many times in 2016, 2019, and 2021, respectively. However, whether the initial backdoor listing failed, the completion of capital increase and share expansion in 2020, or the high -level adjustment of the new energy independent listing in July last year. All prove that Chery's "embarrassing situation" in the new energy high -end market is now proved.

After all, Chery New Energy, which is currently "losing" in the high -end market, is difficult to leverage the blue ocean of the new energy vehicle market with its sales in the micro -car market, and it cannot easily gain the favor of investors. Conversely, if it cannot be listed, the financing channels of Chery New Energy will be limited, which may make it lack of sufficient capital layout.

At the same time, Chery Automobile and Israeli Group jointly built, and then transferred to Baoneng Group's observation car. It was also exposed to consumption blacklist earlier this month. Although Baoneng said that it was only a little pain on the road of transformation, Chery, who still holds 25%of the shares, is bound to be affected by many aspects such as brands and funds.

Fortunately, Chery did not depressed this, but re -engraved the hottest "strong cooperation" car -making style. On May 16, 2022, Lixun Precision said on the investor interactive platform that it has signed the "Strategic Cooperation Framework Agreement" with Chery Group, and plans to form a joint venture with Chery New Energy Vehicle Co., Ltd. ODM Vehicle R & D and Manufacturing, through the business platform for brand customers to build a car, provides cutting -edge R & D design, mass production platforms and estuaries for the core component business of Lixun Precision Automobile, and deeply developing the company's Tier1 business.

However, whether the current funding level of Lixun Precision can support continuous investment is still unknown. As of the end of the third quarter of 2021, the company's debt ratio was 59.7%, with a total of 16.94 billion yuan due within one year, while monetary funds were 15.67 billion yuan. The acquisition price of the equity of Chery's related companies has exceeded Lixun Precision in 2020 (7.225 billion yuan). Chery's funds are even more stretched. Therefore, although the two have a broad prospect for building cars, I am afraid that they can only alleviate "thirst". According to incomplete statistics, as of the end of 2021, nearly 50 new vehicles have been "killed", and there are only less than 10 such as Weilai, Xiaopeng, ideal, Weima. To a certain extent, the new forces of car construction have entered the end of the shuffling period. Therefore, the new energy vehicle track will not only be the winner as the king, but also the leftovers.

However, from the perspective of Sutu.com, whether it is the performance of the fuel vehicle or the performance of new energy vehicles, how to maintain sales of sales, using a long -term development of the market and making correct decisions is to consolidate performance and status. The weight. At present, Chery has many places worth completing and perfect. Compared with Changan, Great Wall and Geely, Chery still has obvious gaps, and it is necessary to double hard work.

The market competition is brutal. No brand is eternal. In the long river of the market economy, many brands have had infinite scenery. Later, the sunset was sunset and eventually disappeared. At this point, we can only bless Chery, and everything we do now is rewarded, so we are not just struggling.

At the end

The incremental volume of the Chinese passenger car market has entered the elimination model. The joint venture brand is constantly exploring, and the push for a new high -end brand is very difficult. After all, how to solve the problem of brand awareness requires long -term polishing and the support of the parent brand. At present, for Ru Teng 01, there are difficulties in brand awareness, product planning, and face value design. How to "escape from birth" tests Chery's operating ability.

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