"The best technology is given to Xingtu " "If you need money, give money, and if you need people, give it to others" "In short, whatever Xingtu needs , Chery will give it." This was what Chery executives said at a Xingtu product launch conference Some words publicly stated above.
In recent years, competition in my country's automobile market has become increasingly fierce, and the competition between brands has become increasingly fierce. In such a market environment, as a high-end brand under Chery Automobile, Xingtu had high hopes and shouldered the heavy responsibility of Chery's impact on the mid-to-high-end market.
However, judging from the current market performance, Xingtu's results are not satisfactory, and it can even be said to be "an unsupportable 'Ah Dou'"
Sales are dismal: Xingtu's embarrassing situation
First, let's take a look Some disappointing sales figures. In July this year, only one Xingtu Zhuifeng cd-m was sold. The results of can almost be described as "horrible". As the brand's flagship model, the Star Era es also performed poorly, with only selling 216 units; and the slightly better Xingtu Lanyue , only sold 457 units.
For a high-end brand, such sales performance obviously cannot support the brand's market position, let alone compete with similar competing products.
Vague pricing strategy: consumer confusion Behind the bleak sales of
, Xingtu’s ambiguity and confusion in pricing strategy is one of the important reasons. Many models of Xingtu, such as Xingtu Zhuifeng, Xingtu Yaoguang , Yaoguang CD-M, Xingtu Lingyun , etc., are almost all priced in the range of 150,000 to 200,000.
Such a vague pricing strategy not only confuses consumers when choosing, but also further weakens the differences between different models. When consumers face these similarly priced models, it is difficult to tell the actual differences between them.
Should I choose chasing the wind or Yaoguang? What is the difference between Yaoguang CD-M and Xingtu Lingyun? This ambiguity in product positioning not only leaves consumers at a loss as to what to do, but also makes Xingtu's overall brand image appear confusing.
This directly led to consumers' hesitation and loss when purchasing, and also explained the sluggish sales of Xingtu to a certain extent.
Confusing model naming: low brand recognition
In addition to unclear pricing, Xingtu’s confusion in model naming has exacerbated the brand’s predicament. Model names such as Xingtu Zhuifeng, Xingtu Yaoguang, Yaoguang CD-M, and Xingtu Lingyun may seem gorgeous, but they lack clear product logic and positioning, which can easily make consumers feel confused.
This confusing naming method not only fails to help consumers understand the product, but further increases the difficulty of their choice.
Just imagine, when a brand’s model naming makes consumers confused or even difficult to remember, how can the brand’s recognition and reputation be established? At this point, Xingtu obviously failed to do a good job. Consumers cannot clearly understand product positioning through the model name, which not only weakens the brand's market competitiveness, but also makes Xingtu have no advantage in front of similar competing products.
Positioning confusion: the destruction of high-end dreams
Xingtu, as Chery’s brand to hit the mid-to-high-end market, should have made achievements in product strength, brand strength and user experience. However, the reality is that Xingtu's product positioning is confusing and its brand image is vague, which cannot support its high-end brand positioning at all.
In contrast, Xingtu's competitors are more systematic and strategic in terms of branding, product layout, and marketing. The current situation of
Xingtu can be said to be trapped in the embarrassing situation of , "If it is too high, it will be too low" . They want to enter the high-end market, but they are in chaos in terms of pricing, naming, and positioning. They want to explore the low-end market, but they are unable to stand out in the fiercely competitive environment. The final result is that Xingtu failed to gain sufficient recognition and share in both markets, and fell into a dilemma.
Summary: Xingtu is in urgent need of change
In summary, Xingtu’s current market performance can be described as dismal. The fundamental reason lies in a series of problems in brand positioning, product pricing and model naming.
If Chery does not deeply reflect and adjust Xingtu's strategy, this brand that is supposed to carry high-end dreams may really become a failure case in Chery's history.
Chery needs to work harder on Xingtu's brand building, clarify product positioning, optimize model naming, and reorganize pricing strategies. Only in this way can Xingtu get rid of the image of "A Dou that cannot be supported" and truly become a high-end brand recognized by the market and consumers.
You must know that the sales of various models of Chery's brands have increased multiple times, and the export volume is also the first among independent brands. Sales of Jietu brand Traveler, x70, Shanhai T2 and other brands have maintained sales of nearly 10,000 units every month. The Tiggo 8 and the Arrizo 8 also have monthly sales of over 10,000, but this is the most expensive, the most acclaimed, and the least popular Xingtu model, each one worse than the other.
Do you think it’s because he’s not living up to expectations, or because the users don’t know the product, or because the brand is too confusing, or because this godly nagging old Zhou has led him into a “ditch”?
