New era, new changes. In the transition period of new energy automobile industry, not only the automobile itself, but also the consumption habits of users have changed. Once upon a time, the "square box" hard-core cross-country was still a niche track, but in recent years, it has become a track that major car companies are competing to chase.
As a leader in this segment, Jetway is undoubtedly the most typical success story among many brands. Whether it is the precise brand strategic layout or the constantly changing high-quality products, Jetway is trying to rewrite the new face of the hard-core off-road market.
How to rewrite it? The sales data gives the most intuitive answer: in the first half of this year, Jetway sold a total of 223,555 vehicles, up 98.9% year-on-year, surpassing 200,000 vehicles for the first time, refreshing the growth rate of China’s cutting-edge SUV brand.
At the same time, in January and June respectively, with the sales of 42,956 vehicles and 42,088 vehicles, Jietu completed the feat of breaking "4" twice in a single month, constantly refreshing its own new record.
Standing at a new starting point in 2024, Jietu is building a new era of its own.
Deeply cultivate the concept of "travel+"and run out of acceleration in a quick way
Since its birth in 2018, Jietu has gradually entered the mainstream automobile market by virtue of the new product sequence identity endowed by Chery Group, and set its sights on the seemingly smaller market of "Travel+".
For this growth period, Li Xueyong, deputy general manager of Chery Automobile Co., Ltd., summed it up as four words "a bad brand": three-year epidemic, chip shortage, sharp increase in new energy penetration, and price wars one after another.
Fortunately, Jietu withstood the pressure and completed its life extension with good sales results: 200,000 vehicles in 18 months, 300,000 vehicles in 28 months, 600,000 vehicles in 50 months, and 1 million vehicles in 65 months … This has also achieved "Jietu speed".
In Li Xueyong’s view, Jietu, whose average annual sales exceeded 200,000 vehicles, has passed the 1.0 stage of survival; In 2024, Jetway will achieve an annual sales of 500,000 vehicles and achieve the development of the 2.0 era, which depends on the continuous increase in the brand-new single product Jetway Traveler released by Jetway in 2023 and the best-selling Jetway X70/X90/ Dasheng.
If X70 series leads Jietu to open the door to the mainstream automobile market. Then, travelers let Jietu complete the task of transforming from a home travel SUV to a hard-core off-road market, helping the brand to complete the core direction of 3.0 transformation.
In September 2023, at the launch conference of Jetway Traveler, Jetway took the lead in trying to "light off-road", taking into account the shape design of hard-core off-road vehicles, all-road off-road capability and the comfort, intelligence and safety of home SUVs. Between the home SUV market and the hard-core off-road SUV market, Jetway Traveler has opened up a brand-new track.
Facts have proved that this wave of early adopters of Jietu travelers is correct.In June this year, the sales volume of Jetway travelers reached 16,205, setting a new monthly sales volume for Jetway travelers. At the same time, the whole cross-country travel series of Jietu Automobile reached a new peak, with a total sales volume of 20,761 vehicles, accounting for 49.4%, and it served as the first sales growth engine of Jietu brand.
To sum up briefly, accelerating the transformation of light off-road, taking light off-road as the transition and moving towards hard off-road is the transformation trend of Jietu’s brand-new products.
However, Jietu brand is not limited to this, but will continue its successful experience to the brand-new product sequence of mountains and seas. After all, Shanhai sequence should not only undertake the heavy responsibility of Jietu new energy transformation, but also undertake all new energy vehicles under the brand, so as to combine hybrid off-road travel with "travel+"positioning and bring consumers a brand-new travel solution.
On April 22nd this year, the launch conference of Shanhai T2 included not only the main characters but also Shanhai T1 and Shanhai T5. Shanhai P5 and Shanhai T7 showed their true colors, and together they formed the "Five Tiger General" of Jetway’s hybrid off-road matrix, announcing that Jetway had strided into the 3.0 era with the wildest products, the wildest technologies and the wildest experiences.
In terms of subdivision, Shanhai T1 and Shanhai T2 are still positioned in the light off-road market, Shanhai T5 will focus on the pure hard-core off-road track, Shanhai P5 will position the all-road travel off-road pickup truck, and Shanhai T7 is a "new species" that Jetway will strive to build.
In terms of playing style, Jietu brand not only follows the consistent strategy of "travel+",but also adheres to the two product routes of "fuel+hybrid" to meet the consumption needs of different users.
Li Xueyong mentioned at the T2 conference of Shanhai: "Jietu should be from pursuers, runners to surmounters!" Behind this, in addition to the powerful cornerstone given by technology, the brand is trying to "understand users" in the value system.
Jetway’s 3.0 era is a new way for users.
Zhang Chunwei, deputy general manager of Jietu Brand Division and general manager of marketing center, once said that Jietu Automobile has always adhered to the "travel" strategy and laid out the "travel+"ecology, only for users to have a better and more comfortable experience on the road.
In fact, whether Jietu is deeply involved in the "travel and home" market or taking into account the dual needs of "travel and off-road" in transformation, its essence is still to respond to users’ voices and demands.
The first is the product layout.Jietu brand has always followed the concept of "tourism+",which perfectly meets the needs of young consumers. Around the two concepts of family travel and cross-country travel, Jetway has successively launched X70 series, X90 series, Dasheng, Traveler and other explosive products. At the same time, in order to adapt to the transformation of new energy, a brand-new product sequence, Shanhai, was launched, which declared that Jietu Automobile strode into the 3.0 era with the wildest products, the wildest technology and the wildest experience.
Secondly, at the marketing level.Jietu is user-centered, with a comprehensive mixed layout, and is stable and far-reaching towards a new journey. On May 28th this year, Jietu Shanhai Dongguan Dongyi New Energy Center opened, and the opening activities of Shanhai Baidian were launched simultaneously in the whole country.
As early as the end of last year, Wang Rusheng, deputy general manager of Jietu Automobile Marketing Company, mentioned in an interview with the media that the number of mountain and sea experience centers will increase to 450 by the end of 2024. At the same time, he also said that these experience centers will provide users with 24-hour free charging and free opening of lounges and live broadcast rooms, as well as 50 km on-site test drive experience services anytime and anywhere.
In terms of ecological constructionJetway has been deeply cultivated for a long time, and through a series of activities related to travel, users can feel the real exclusive service. For example, integrate well-known domestic tourism resources and unite 117 ecological alliances; Create user experience IP activities such as "Jietu Damei China", "Jietu Family Banquet", "Jietu Cross-country College" and "Fan Festival".
It is worth mentioning that Jietu brand is also giving "Travel+"more different meanings. At the second travel+conference of Jietu Automobile last year, Li Xueyong talked about that the travel of Jietu brand is exploration, public welfare and culture.
"Define the journey with actions", whether it is to create a road book with users, establish more than 200 Jietu stations, join hands with 100 eco-partners, unite 318 5A scenic spots, or jointly publish the list of the most influential "dream-seeking travelers" with Mawei, all these make the brand concept of Jietu "Travel+"more in-depth and three-dimensional display in front of users. At the same time, Jietu brand is also actively participating in public welfare projects. In August last year, Jietu joined hands with the "Warm Current Plan" of China Social Welfare Foundation to enter Guang ‘ai School in Jinzhai County, Lu ‘an City, Anhui Province, and donated materials. At the same time, it cooperated with the "Jiejun March" fan organization and caring media to carry out loving interaction with children.
In February this year, Chery Group reached a three-year strategic (public welfare) cooperation with Rongjiang County People’s Government and Guizhou Village Supermarket, becoming the first car company to reach a strategic cooperation with Guizhou Village Supermarket. The two sides will carry out all-round cooperation in sports events, village supermarket sports culture, public welfare to help students and agriculture, and rural revitalization of the "super" economy.
"In the future, Jietu Automobile will adhere to the initial intention of" travel is public welfare ",rely on the strong" travel+"ecology, unite public welfare organizations and caring people, continuously expand the field of public welfare, and do a good job of" travel+"public welfare. This is the significance of Jetway car travel and the reason for Jetway users to travel.