According to everyone's cognition, Geely already has many brands in new energy vehicles: Geometry, Krypton, smart, Polaris, Lotus, and even Geely and Lectra also have pure electric and plug-in models. This time, another "Galaxy" came, which is also the exclusive "brand" of new energy vehicles. Isn't this unnecessary?
Geely mainly considers this issue from three dimensions-
The first is the macro market;
Second, consumer cognition;
Third, the demand of Geely Automobile itself.
Lin Jie, senior vice president of Geely Automobile Group, said in an exclusive interview that the whole new energy vehicle market will have a blowout development in 2022, but Geely is not as strong as fuel vehicles in the development of new energy vehicles, which has caused BYD and some new forces to take the lead in the right to speak in the new energy market. Therefore, Geely wants to further label its product line in the field of new energy. Geely hopes that when you see the "Galaxy", you will realize that it is a new energy source, not a traditional fuel vehicle.
In fact, although there are many new energy brands in the current Great Geely system-specifically called Zhejiang Geely Holding Group ZGH-there is no competitive new energy brand as far as Geely Automobile is concerned-specifically called Geely Automobile Holding Co., Ltd. (0 175. HK), an independent enterprise with "Geely Brand" as its main component. Whether Geely or Lexus, new energy vehicles are attached to it. Moreover, with the return of the geometric brand to Geely system in 2023, Geely also needs to rethink the brand refresh of the new energy vehicle market. At present, the brand appeal of Geometry brand in the new energy market is insufficient because of B-end demand.
Geely's launch of Galaxy can be seen as the integration of Geely's high-end new energy vehicle products, including products previously code-named FX 12, and products with PMA architecture. , are all "packaged" together.
Geely has repeatedly stressed that Galaxy is not a separate brand, but a brand of Geely's high-end new energy vehicles.
"Geely has a corresponding layout in various market segments. Geely doesn't need to be a new brand of new energy. Geely Galaxy locates the high-end new energy series of Geely brand, which complements the' Jixing series' and the geometric series to meet the fuel, hybrid and pure electricity needs of users in their respective market segments. " Fan Junyi, general manager of Geely Automobile Sales Company, explained that he is now in charge of the sales of these three series.
Among them, Galaxy Series consists of "Intelligent Hybrid L Series" and "Intelligent Pure Electric E Series", focusing on the most mainstream new energy market in the range of 200,000-300,000 yuan. Jixing series formed by China Star and Binxi series made by BMA and CMA, with the price range of10-250,000. After the Geometric Series returns to Geely brand, it forms a popular intelligent pure electric product series under Geely brand, and the price range is 50-150,000.
Many people are curious, as a high-end new energy series of Geely, what is the difference between Galaxy and the current Lectra brand? Geely's explanation is that the personalized label of Lectra has become very obvious in the eyes of users. According to previous research, the Galaxy series is more focused on the mainstream new energy market, and the user groups it faces are relatively more traditional.
After defining the positioning of Galaxy brand, Geely also made a full plan for the development of this brand-new automobile brand: on the one hand, product planning, on the other hand, channel planning.
In terms of products, seven models-four smart hybrid L-series and three smart pure electric E-series-have been given at the new energy strategy conference of Geely Galaxy. "Geely Galaxy is also more concise in naming. The L series is an electric hybrid vehicle, the E series is a pure electric vehicle, the odd number is an SUV, and the even number is a car product, "said Lin Jie.
Three new cars will be launched this year, including the Galaxy L7 which has been released and will be delivered in the second quarter of this year, the hybrid car Galaxy L6 which will be delivered in the third quarter of this year, and the pure electric product E8 which will be delivered in the fourth quarter of this year.
In addition, it can be seen from the information at the Geely Galaxy conference that the smallest electric hybrid SUV Galaxy L5 will be launched in the first half of 2024, and there will be a flagship SUV Galaxy L9 in 2025. Similarly, in terms of pure electric sequence, pure electric SUV E7 will be launched in the second quarter of next year, and pure electric vehicle E6 will be launched in the third quarter of next year.
In other words, from the second quarter of this year, Geely will quickly deploy six models at the speed of a new car every quarter, almost all focusing on the A-class to B-class car market. This speed should be regarded as the fastest among car companies, and there is no one-if the price adjustment of existing products is added, Geely's lineup in the new energy vehicle market is really considerable.
So the new question is: Why should Geely Galaxy establish a new independent channel?
"We are trying to find that new energy vehicles are sold together with fuel vehicles. In new energy stores, you can't sell fuel cars; In stores that sell fuel-powered cars, new energy vehicles have basically become a foil, "Lin Jie said. This also led Geely to rethink the channel strategy of the Galaxy series.
To this end, Fan Junyi, who is in charge of Geely's sales system, made a comprehensive explanation:
First, Geely Yinhe adopts a compound model in channel, opening brand centers in first-and second-tier cities and adopting an agent distribution system in third-and fourth-tier cities. Among them, the establishment of brand centers in first-and second-tier cities is mainly to create new standards for users' experience and service. The third and fourth line distribution system includes three types: user center (4S shop), experience center (city exhibition hall) and exhibition space (Shang Chao shop).
Second, based on the different needs of users for car experience, Geely Galaxy has created a more transparent car purchase environment and a more efficient and convenient car purchase process. That is to strengthen the scene experience of products, rather than bargaining and passing on the value of products, rather than talking about concessions.
Third, realize the unification of standards. Including the unified integration of the standard system of clue tracking; Order online, complete the order and sign the contract; Unify the standards of offline experience and delivery. At present, Galaxy Channel has brand-new channel image, brand-new channel experience standard, brand-new delivery standard and brand-new service standard.
Under this new operating logic, Fan Junyi said that the core is to realize the transformation from the store management model to the management model. This is similar to some strategies of the new forces, including increasing the positions of test drive experts, experience experts and user operation experts to provide users with value, and the order management and price management are unified and transparent. After that, Geely Galaxy will also launch new apps and introduce new experience and service standards, such as setting 247 new standards for after-sales service.
Fan Junyi revealed that there are 650 Geely master plans for this system. At present, the first batch of 167 has been authorized and will meet with you in May. This year's promotion target will be around 350 to 400. If the promotion is very smooth and efficient, it may reach 450.
Of course, among these hundreds of companies, there is participation in the form of1+n0+n. For example, dealers can choose a user center or an experience center, plus several exhibition spaces. The minimum area of an experience center is 600 square meters, which greatly reduces the cost of the agency model. When the experience center is well developed, it will naturally encourage upgrading to the user center and have a better service experience.
As for Geely's sales forecast for Galaxy, Geely said that Galaxy products have become the top products in various market segments with high value by leaps and bounds, and all products will enter the top three market segments in 2023.
Extended thinking:
Galaxy L7 and Ideal L7 have the same name. In fact, we can see Geely's "ambition" for the home market.
Ideal L7 can be said to be the hottest new energy SUV recently, and there is no one. The size, large space, three-screen smart cockpit, air suspension and oil and electricity of medium and large SUVs all sound perfect, but it is a model with a starting price of 320,000 yuan-this high threshold has discouraged many consumers.
We should know that1.5-200,000 yuan and 200,000-300,000 yuan are the mainstream of China's automobile consumption market, with the former accounting for 19.6% and the latter accounting for more than 16%. Therefore, it is clear at a glance what price electric SUVs domestic mainstream families need.
But the problem is that apart from BYD, there seems to be not many new energy products with a price of 200,000 yuan, from cars to SUVs. Even with new forces such as Zero Run and Nezha, most consumers are holding a wait-and-see attitude.
Therefore, if half of the products with a scale of 3 million vehicles in the first year of 200,000-300,000 are converted into new energy vehicles, then Geely's new energy transformation will become.
At the same time, the most important thing for the whole new energy vehicle SUV product is not electricity, but intelligence. At least in the China market. Whether it is Ideal, Weilai or Tucki, the core competitiveness that can break the ceiling of brand pricing in China is actually intelligent experience-it can completely surpass foreign brands.
Therefore, the new products launched by Geely should be not only electric, but also intelligent. At the same time, the price should be in the range of 200,000-300,000 yuan, and the target audience is very clear-mainstream family consumers and basic users in China market.
Text/Figure | |JackieLXX
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