· Baojun 730 hot sale can bulk copy SAIC GM Wuling

"As of August 31, Baojun 730's order volume exceeded 34,000 units, and the transaction volume exceeded 12,000 units." Liang Xiaodong, the brand director of SAIC-GM-Wuling Sales Company, told the "First Financial Daily" reporter. While the Wuling micro-car dominates the market, SAIC-GM-Wuling's MPV new car Baojun 730 has successfully surpassed Changan Uno, popular Lingzhi, Jingyi and Buick GL8 in just one month, ranking second in the MPV market. The sales volume is second only to Wuling Hongguang.
The sales of Baojun 730 are partly due to the sustained and rapid growth of the domestic MPV market since last year. According to the statistics of the China Automobile Association, in the first seven months of this year, the MPV market sales exceeded 1 million units, with a growth rate of 56.6%, surpassing the SUV market. Increase. However, the market performance of Baojun 730 cannot be attributed to the outbreak of the MPV market. From the current point of view, although the MPV market is not squeezed by joint ventures like the sedan market, and the relaxation of the second-child policy and the trend of urbanization are indeed further stimulating demand, the market facing Baojun 730 is not in the traditional sense. Blue Ocean", before it, including Changan, Dongfeng popular and other independent enterprises have some layout here, such as Changan Onofrio, popular Jingyi and Lingzhi and other MPV models sold in a single month, in addition, Baojun 730 is also facing The "competition" between Wuling Hongguang S and the price range of the two are quite close. The lowest price of Baojun 730 is only 8,000 yuan more than Hongguang S, and the highest price is only 3,000 yuan more than Hongguang S.
"Here, many dealers are worried that Baojun 730 will divert the consumer group of Hongguang S." Liang Xiaodong said frankly, if this is the case, then in a sense, the launch of Baojun 730 is not a success. "But actually, after the launch of the 730, the amount of Hongguang S is still growing and has not been affected." Liang Xiaodong further added, "Because Hongguang S is more home-based, and 730 consumers, the primary use of car purchases is It is home."
In the traditional MPV market, keenly grasp the "home" trend and cultivate the blue ocean market in the Red Sea. In the eyes of the industry, this should be one of the most important reasons for the Baojun 730. "The most important reason for Wuling's success in the micro-car field and the rapid start in the passenger car field is that it is focused, because it is focused, so it can fully grasp the rhythm of the market demand." Automotive analyst Zhang Zhiyong believes. In his view, “the MPV mentioned earlier is more for business reception vehicles, or for Yishang IKEA models for individual industrial and commercial households in third- and fourth-tier cities. It is mainly used for commercial use. There will be more consumption in the future. People choose MPV based on family travel and other needs to improve their lives." This is also the opportunity space for Baojun 730. According to SAIC-GM-Wuling, the sales volume of Baojun 730 is expected to reach 120,000 this year. Thanks to the increase of new cars, SAIC-GM-Wuling's sales target for this year is 1.8 million units, an increase of 12.5%.
This means that if it can successfully meet the standards, SAIC-GM-Wuling's annual sales volume may be comparable to that of the North and South Volkswagen, and even surpass the former two, becoming the number one car dealer in the domestic auto market, which has caused many industry insiders to pay attention to the overall market expected growth. Under the background of the “12 consecutive declines” in the market share of self-owned brands, the performance of SAIC-GM-Wuling’s “hidden” sales customers will bring certain improvements to the performance improvement of independent auto companies. Reference value.
“In some respects, there are indeed places to learn from.” Zhang Zhiyong believes that according to its introduction, before 2009, SAIC-GM-Wuling did not occupy an absolute dominant position in the micro-car market. At that time, Changan and Changhe occupied the market. There is a place, but in 2009 with the help of the micro-car to the countryside policy, Wuling quickly attacked the city, and gradually took advantage of a variety of products in the market. "This aspect is related to Wuling's backing to SAIC and GM. The general system management and supply chain can be used by Wuling, which makes it more cost-effective." Huang Wei, director of research at Xinhuaxin Channel. But this is only one reason for its success. "Another major reason is that it can continue to explore the upgrading trend of retaining customers, go deep into the market, and refine its operations." Cui Dongshu, deputy secretary-general of the National Federation of Economic Associations, said. From the product line, Wuling's micro-cars currently cover the low, medium and high market of 30,000 to 80,000 yuan, while the highest price of Baojun's passenger cars is close to 100,000 yuan, which is the price range of 30,000 to 100,000 yuan. Inside, if consumers want to upgrade, they can find the right model. In this regard, there is a view that in the layout of the product line, SAIC-GM-Wuling is undoubtedly the most practical one. “In fact, we have seen a lot of self-owned brands doing badly. What is the bad reason is that they are not focused and follow the trend. There is no long-term sustainable planning for the brand.” A commentator who asked not to be named told reporters, “For example. When the policy supports micro-cars, it will be a micro-car, and when the SUV grows, it will push the SUV regardless of its own resources."
"On the other hand, Wuling's dealer channel distribution ability is the strongest I have ever seen." Huang Wei told reporters, "Before I investigated, the same city, FAW-Volkswagen dealers have an annual profit of more than 10 million, but The average annual profit of a local Wuling distributor is about 50 million. According to Liang Xiaodong, the dealer network of SAIC-GM-Wuling has reached 2,600, and the service radius has been reduced to less than 10 kilometers. The performance of Baojun 730 has been positive. It is because of the above-mentioned strong distribution network that penetrates the field. "At present, we are implementing the 'brand linkage' between the distributor channels of Wuling and Baojun to further maximize the advantages of our channels." Liang Xiaodong told reporters. In order to maximize the effectiveness of brand linkage, SAIC-GM-Wuling quickly adjusted the upper-level organizational structure and completely opened up the dual-brand marketing. “Before the 730 went public, we deliberately took out 2,000 vehicles and let our dealers try. Take the test drive to experience, and then rely on the word of mouth after the experience to publicize. On the day of the listing, the price is announced, our WeChat platform finally has nearly 100,000 people to help us forward and promote, most of which are our dealers and employees. Liang Xiaodong revealed.
"From the current point of view, with the increasingly fierce regional competition and the competitive environment of the automobile market, car companies must obtain market initiative, and in the sinking and dissemination of channels, more timely and corresponding mechanisms are needed." Huang Wei believes. Therefore, in recent years, all car companies are constantly accelerating the pace of channel sinking. In addition to SAIC-GM-Wuling Baojun, another joint venture brand, Dongfeng Nissan Kaichen, also launched a “100-City Thousand County” plan on the channel. At the same time, in order to further close to the market, it also launched a mobile “caravan” experience camp. Jianghuai also used the "Heyue Flight Show" as a carrier to go deep into the excavator meeting in the 3rd and 4th line markets. It is foreseeable that in the increasingly fierce competition in the future, who can achieve deeper market penetration, closer to consumer demand, and who will master a more active market position.

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