Although the world was hit by the COVID-19 epidemic this year and the economy fell into the Great Depression, especially in the first half of the year, the automobile market, like other consumer markets, suffered a serious blow and suddenly fell to the bottom. However, after the summer, as China’s domestic epidemic gradually came under control, China’s consumer market took the lead in the world to enter the recovery period. Entering the traditional peak sales season of gold, nine and silver ten, the Chinese market is experiencing a long-awaited blowout. Among the many brands with good sales, the author even discovered a long-lost name, which is the Baojun 530. The monthly sales volume in September was as high as 18,962 units (as of the time of publication of this article, the sales of the 530 in October cannot be found. numbers, but have not seen it in the top fifteen SUV lists that have been released? Baojun 530 is on the list).

Baojun Automobile has always been known as a magic car factory in the Chinese market. Its 560, 510, 730 and even 310 were once popular products in the market. When it was first launched, Baojun 530 was also favored by the market for its unique appearance and good space. It's a pity that Baojun's car-making concept has not kept pace with the times and prices, and has gradually been squeezed out by rising stars amid the vigorous market development and has become silent. So why can Baojun 530 suddenly become popular again in today's increasingly fierce market competition? The author carefully checked various information about Baojun 530 and made the following summary:

1. The internal strength of Baojun 530 cannot keep up with the once rising price

Baojun 530 was launched in 2018 A product officially launched in March, in order to make way for the market, the manufacturer subsequently discontinued the Baojun 560, which was still widely popular in the market. This shows how important the Baojun 530 was in the eyes of the manufacturer at that time. Although the appearance and space of Baojun 530 were more outstanding at that time, and the configuration price was also more advantageous, Baojun's cheap image did not substantially improve.

Although Baojun 530 was launched with great fanfare, its monthly sales exceeded 10,000, becoming the manufacturer’s leading model. However, with the offside launch of newcomers in the market and the continuous downward pressure on the prices of joint venture products, Baojun 530 was soon ruthlessly squeezed out of the mainstream market and became a completely marginalized product.

2. Baojun 530 has returned to the "Baojun" values ????in the minds of consumers

After the market entered a decline, manufacturers have actually been working hard. First of all, it launched a seven-seater product to take advantage of the popularity of second-row cars that year. Although the third-row seat space is relatively far-fetched, it has a good price advantage. Later, automatic transmission introduced the more popular CVT product in the market, finally allowing consumers to no longer worry about transmission problems. But after entering 2019, it was when the Chinese auto market reached its peak and began to turn downwards. Not only independent products, but also many popular joint venture models were widely pressured by the market and began to be heavily discounted and promoted. Baojun's above small efforts obviously failed to take off in the market. The performance was outstanding enough to gain an advantage, so the manufacturer could only carry out a major facelift just over a year after the product was launched, and took advantage of the trend to lower the price and launch a relatively new six-seater product at the time to further improve the market.

Although the facelift this time is very intensive, especially the price drop is relatively large. But unfortunately, the Chinese auto market is very cruel at this time, and consumers are increasingly gravitating toward popular big-name products. Baojun 530 can only continue to exist silently and helplessly because it has lost the best opportunity to grow the market.

Entering 2020, although Baojun 530 is still silent in the domestic market. However, manufacturers have achieved great results in overseas markets through brand operation. Baojun 530 has three overseas versions, which are launched in Indonesia, South America, Thailand, India and other markets as Chevrolet Captiva, Wuling Almaz, and MG Hector. It has become the world's first SUV with four brand logos and is exported to 19 countries. , and has achieved good sales.

Baojun 530 with different trademarks has become a hot-selling product in overseas markets

3. Brand improvement is a long development process that involves both internal and external development, and encouraging growth may outweigh the gain

China, as the origin of Baojun products and the largest automobile market in the world, manufacturers have been thinking about their own evolution.

In addition to upgrading the brand to the new Baojun and continuing to pioneer and innovate new cars, products such as the 530 and 510 that have strong product capabilities in the domestic market have also been looking for their true position. In July this year, the manufacturer officially downgraded the 530 and 510. The Baojun 530 finally officially returned to the price range of the 560 era, and its cost-effectiveness advantage was suddenly highlighted.

Following this, the manufacturer announced that the Baojun 530 Global Car Anniversary Edition will be officially launched in September. In fact, this commemorative edition only has some very subtle changes on some models, and it only adds a "Havana Gray" body color. The greatest significance of this version is to completely return Baojun 530 to Baojun's original affordable and practical market values. .

Looking back at the process of Baojun 530’s high-profile debut in the past two years, using various configurations to enhance its market value and status, to being lonely and quiet, and then becoming popular due to its return to affordability, we can Seeing that the real improvement of a car product is not a simple change in appearance and the stacking of several configurations, but a step-by-step process of overall quality that is deeply rooted in the hearts of the people and gradually establishes market credibility, whether it is the 530 or other products under the With the market changes, we can see that Baojun is undoubtedly a little impatient in the development process and has not found the real direction for brand improvement. Where should Baojun go in the future? The market is the most real touchstone, so let’s look forward to it together!

Welcome to pay attention to Fei Ge’s car, *** and we will express our respective views on the current development of China’s automobile market in a civilized manner!

All pictures in this article are from the Autohome Picture Library

This article is from the author of Autohome’s Chejiahao and does not represent the views and positions of Autohome.