Seeking independent brands to break through the Great Wall net profit increased by nearly 30%

The role of independent passenger car companies, Great Wall Motor's 2011 financial report can be described as a bright spot. Its financial report shows that in 2011, the company sold 462,700 units and exported 79,300 units, an increase of 27.3% and 58.7% year-on-year; operating income was 30.09 billion yuan, an increase of 30.90% year-on-year, and net profit attributable to shareholders was 3.426 billion yuan, a year-on-year increase. 26.86%.

For such performance, Great Wall Motorists attributed it to the "focus strategy" implemented over the years. Wei Jianjun, chairman of Great Wall Motor Co., once told reporters that the focus is on using limited resources in concentrated areas.

"Because the self-owned brands are not strong enough, and there are no resources available for squandering, then we must use all our steels to the edge, focus on a certain market segment and do fine work, through meticulous market research and product planning. Really come up with competitive products."

In the case of Great Wall Motors, three categories of products are the focus of its goals, and branding by category is a unique brand strategy of Great Wall Motors, which revolves around Pickup Fengjun, SUV Harvard and Sedan Tengyi, and the future will More focused.

Class A <br> <br> Focus sedan in 2011 Annual Report to Tengyi brand of car was the most dazzling. The company's annual report shows that in 2011 Great Wall Motor sold 462,700 vehicles, a year-on-year increase of 27.3%. Among them, the sales of 180,000 Tengyi sedan cars, an increase of 52.6%; SUV accumulative sales of 147,300 units, for the first time in nine consecutive years to maintain China's own-brand SUV sales volume, an increase of 7.60%; year-long cumulative sales of 120,700 pickup trucks, year-on-year growth 23.3%.

This is the sales volume of the first super-sUV and pickup truck sales for the whole year (before SUV and pickup were the main force for Great Wall Motor sales), which also reflected the clear strategy of Great Wall Motor’s sedan, which focused on the A-class model only.

Wei Jianjun said that the Great Wall is only an A-class vehicle, not a B-class or C-class model (the previously planned Tengyi C70 is a B-class car and will not be implemented within five years), but this does not mean that the Great Wall car is the quality of the A-class car. To achieve first place in this field, quality must be B and C level.

The sole purpose of the Great Wall to do so is to seek higher and higher product pricing capabilities. It is understood that the Great Wall, known for its pickup trucks, currently has a premium on the brand, and Wei Jianjun also wants the car to taste such a sweetness.

Taking the Great Wall Tengyi C30 as an example, its current price is 10,000 yuan higher than other self-owned brand models of the same level. In 2011, the vehicle sold a total of 155,700 vehicles and accounted for 42.65% of the total sales of Great Wall Motors. This is why the car has become the main force of Great Wall Motor’s profit contribution.

Harvard this year for standard <br> <br> relative to the strong car, the original Great Wall Motor's main SUV was a bit tired. According to the 2011 annual report, the company sold 147,000 SUVs last year, a year-on-year increase of 7.6%, which was lower than the 12.6 percentage points in the SUV industry.

The reason, Great Wall Motor News Director Shang Yugui once told the media that due to the good prospect of seeing SUVs, many self-owned brands and joint venture brands began to enter the sub-segment of SUVs last year and launched SUV models, resulting in fierce market competition.

But it is not without good for the Haval brand. Wang Fengying, president of Great Wall Motors, told reporters recently that Great Wall Motor’s SUV models will be independent of other models in the second half of this year and have an independent LOGO. Great Wall Motor’s high-end models will also be launched from the SUV in 2013.

Although last year's car sales topped the list, SUVs are still the first in focus strategy when it comes to independently launching brand LOGOs. Wei Jianjun once stated that the brand positioning of Haval SUVs is to be an SUV expert brand, and to be the leader brand of Chinese SUVs, the future development. The vision is to become the leader brand of global economy SUV.

It is reported that in the next five years, the investment of 3 billion yuan, Great Wall Motor will launch more than 30 new models, including 13 Haval SUV products, and will also become a full range of products from A to D, and in 2013, its High-end products will come out.