current position:Home>Geometric brand positioning has changed, because "lack of core" is "difficult to find one car"

Geometric brand positioning has changed, because "lack of core" is "difficult to find one car"

2021-08-25 23:30:33 Netease automotive industry

8 month 18 Japan , geely automobile (00175.HK) Release 2021 The first half of the year . Results show that ,2021 In the first half of , Geely motor's revenue is 450 Billion element , Year-on-year growth 22%; Profit attributable to shareholders after deduction of share based payments 30.2 One hundred million yuan , Year-on-year growth 31%, Shareholders should account for the profit 23.8 One hundred million yuan , Net profit 24.1 One hundred million yuan . By the end of this year 6 month 30 Japan , Geely's total cash level reached 199.2 One hundred million yuan .

“ Geely Automobile's performance in the first half of the year is in line with the basic expectations of the company's management .2021 year , Geely Automobile has entered a new development cycle , From last year 9 In June, a vast architecture was launched , And on the basis of this architecture, we have formulated ‘ Blue Geely action one ’ and ‘ Blue Geely action two ’ Strategic planning for . At the same time, it also announced that our products are fully from 3.0 The trend of the times 4.0 Time , And really go global .” Geely Automotive administration President 、 Executive director GUI Shengyue said .

“ Core missing ” The impact is less than that of peers ,2025 The annual sales volume is expected to reach 365 Thousands of cars

In terms of market performance , This year, 1~6 month , Geely's total sales volume is about 63.02 Thousands of cars , Year on year growth of about 19%. among , Led the g automobile 1~6 Monthly cumulative sales exceed 10.78 Thousands of cars , Year-on-year growth 96.98%; A bike ( Hanlingke ) The average income is about 8.42 Ten thousand yuan , Year-on-year growth 10%.

As sales grow , Geely's profit structure is also more diversified . Results show that , Geely joint venture in the first half of this year ( Lingke and Jizhi Finance ) Net profit growth 62%, Among them, Lingke's net profit increased 144%, Jizhi financial net profit increased 41%; The proportion of profits from technical services and licensing increased to 29%, High end R & D helps technology output and becomes a new highlight of Geely's profit .

picture source : Each by the reporters Sun Tongtong taken ( Data figure )

Good performance , Geely motor has set its sights on a more ambitious goal . In the five-year business development plan formulated by Geely , The enterprise proposed : To 2025 year , The market share ranks first among Chinese brands , Sales of 365 Thousands of cars ( contain Polar krypton automobile ), Among them, intelligent electric vehicles account for more than 30%; Krypton car to 2025 In, the market share of high-end electric vehicles ranked among the top three in the world , Sales of 65 Thousands of cars .

According to the reporter , The management of Geely Automobile Company will analyze the specific contents of its five-year plan in the near future .

however , Now with “ Core missing ” The problem is growing in the automotive industry , Geely also faces challenges .

8 month 17 Japan , Bosch ( China ) Xu Daquan, executive vice president of Investment Co., Ltd., said in wechat circle of friends , A chip supplier's factory in Mapo County, Malaysia, is suffering from a new epidemic , After closing the factory for several weeks, he was asked by the local government to continue to close the production line to 8 month 21 Japan , Makes Bosch ESP/IPB、VCU and TCU When the chip is directly affected , expect 8 The power supply was basically cut off in the later part of the month .

“ last year 6 month , Geely began to sort out the bottlenecks in the whole automobile industry chain , More keenly found in the field of chips , The car will be a big challenge . last year 8 End of month , Geely has set up a mass material department in the supply chain procurement company , From last year 9 Month begins , We have some chips in reserve , Some core suppliers are also jointly locked . meanwhile , A lot of work has also been done in the localization alternatives of chips , Solved a lot of problems . Besides , Using global supply chain management system , Collaborative Volvo 、 Proton 、 Lutes et al , Mobilize global resources to overcome the challenges we face .” Geely motor group CEO Gan Jiayue is accepting 《 The daily economic news 》 The reporter said in an interview , Although the impact of uncertainties caused by chip shortage is still difficult to assess , But Geely will be less affected than its peers in this regard .

But Gan Jiayue also revealed , At present, due to “ Core missing ” problem , Geometry presents “ A car is hard to get ”, Some dealers have sold exhibition cars , Subsequently, Geely Automobile will seek resources from all parties , Give priority to ensuring the production of new energy vehicles .

Geometric brand positioning has changed , Krypton sword finger 65 Thousands of cars

This year, 3 month , Geely released “ Two blue Geely action plans ”. among ,“ Blue action plan 1 ” Focus on intelligent energy-saving and small displacement new energy vehicles , Including hybrids 、 Add program plug-in hybrid ;“ Blue Action Plan II ” Focus on high-end intelligent pure electric vehicles , The new krypton intelligent technology company is actively participating in the competition in the intelligent pure electric vehicle market .

picture source : Each by the reporters Zhang Jian taken ( Data figure )

“‘ Two blue action plans ’ It not only retains Geely's advantages in the field of intelligent energy-saving and new energy vehicles , It has also opened up a new situation of high-end pure electric intelligent vehicles , Make due contribution to global carbon neutralization action .” Chairman of Geely Automobile Group 、 Krypton smart technology CEO An Conghui said in an interview with reporters .

according to the understanding of ,“ Blue action plan 1 ” Geely Automobile is mainly responsible for . Geely motor plans to launch a new power brand within this year , Strive to build Geely GHS2.0 Intelligent hybrid system . according to the understanding of ,GHS2.0 The intelligent hybrid system will be first installed in “ Chinese star ” Series products , And in 3 Geely was successively carried during the year 10 The remaining new models , For the first time “ China's power ” Supply the world .

meanwhile , Geely will also focus on geometric brands .“ Geometric brand will focus on the popular electric vehicle market , Focus on creating products with high product price ratio , Form a differentiated joint force with the high-end brand of krypton , Fully develop China's electric vehicle market .” Gan Jiayue revealed .

actually , At the beginning of the birth of the geometric brand , Geely has high hopes for it , Position it as a high-end new energy brand , But it is “ High low ”, It's hard to improve . The first product of geometric brand The geometric A Parameters picture ) Claim to be “ The best electric car in the old world ”, But sales were flat , The current geometric A、 The geometric C All compact models , It's hard to produce “ High-end ” effect . Now , Geometric brand positioning turns to the popular electric vehicle market , And accelerate the layout to get out of the dilemma .

“ from 3 January to now , We spent a lot of time on geometric brands , Mainly focus on the sales of existing products , Push TOP20 The dealer made great efforts , Improve store management , Attract excellent people to join Geely's marketing team . at present , Geometry's sales have increased significantly ,7 Sales in January 7052 car ,1~7 The cumulative monthly sales volume increased year on year 184%. In the second half of the year , Geometry will be launched for the mainstream of the public A00 First class electric vehicle products , It is expected to break through the monthly sales in the short term 1 Thousands of cars .” Gan Jiayue said .

“ Blue Action Plan II ” Mainly undertaken by krypton cars .“ Krypton car to 2025 To achieve the top three market share in the world , Sales of 65 Thousands of cars , This goal is based on the vast structure and since the establishment of polar krypton , And the overall layout of the whole intelligent electric vehicle industry in the early stage , We are very confident , Also have the ability to achieve this goal .” An Conghui said .

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