Using the thinking of the tourism industry to build cars, why can Jietu succeed?

Business tourism is back.

Data statistics show that during the 2023 Spring Festival holiday, the number of domestic trips reached 308 million, a year-on-year increase of 23.1%, and the national domestic tourism revenue reached 375.843 billion, a year-on-year increase of 30%.

The popular TV series "Go Where the Wind Is" before the Spring Festival this year has boosted Dali's tourism consumption. When I met locals on a business trip, they joked about themselves, "I was very anxious in the past few years, but I didn't expect it in a month." Earned back the income of the past three years. ”

Indeed, three years of stagnation have made people eager to get out of the same life, and travel has become the best outlet. In the unpredictable world of tomorrow and accidents, consumer psychology has also changed from the popular "I want to go to Guilin, I have money but no time" to "cherishing the current time and scenery".

The tourism industry has ushered in "retaliatory consumption". It is foreseeable that the tourism industry will achieve "explosive" growth this year.

And this has also greatly benefited Jietu Motors, which is "born for travel". In fact, it was very exciting when Yin Tongyue, chairman of Chery Automobile, announced at the press conference that "Jietu's annual sales in 2022 will be 180,067 vehicles, a year-on-year increase of 16.9%, with cumulative sales reaching 660,000 vehicles."

Yin Tongyue

You must know that under the overall sluggish environment of the automobile market last year, very few companies were able to achieve year-on-year growth, and it was even rarer to exceed 10%.

Jietu Motors was founded only five years ago. It focuses on the SUV segment. Needless to say, there are many competing products in the country. It is positioned as "born for travel." However, it encountered the new crown just two years after its establishment. The tourism industry has suffered a heavy blow, and it can be said that it has a difficult life and many obstacles.

In this context, Jietu Automobile's success cannot be said to be a miracle, but it can definitely be regarded as a phenomenal success.

The reason why such results can be achieved is probably due to what Li Xueyong, assistant general manager of Chery Automobile Co., Ltd. and general manager of Jietu Motors, said at the press conference, "Jietu is for tourism. According to him, Jietu users have traveled 5.28 billion kilometers in the past year, which is equivalent to measuring 132,000 times around the earth. Last year, when the epidemic prevention upgrade was difficult, users could go out without any scruples. This was largely due to the user stickiness brought about by Jietu's travel ecological construction and active innovation.

For example, at the end of August last year, Jietu Motors invited Jie Xingjun to participate in the G318 tour at the "Jietu Motors Fifth Fan Culture Festival". At this "Travel + Conference", Jietu Motors Jietu has completed a comprehensive G318 self-driving itinerary. From Shanghai to Geelong, Jietu has built more than 200 stations, which can provide users with 24-hour service, catering, accommodation, ticket discounts, etc.

You can feel the meticulousness and efficiency of Jietu from this densely packed road book. I believe that everyone who has fantasized about self-driving G318 will be moved by it.

And this route is only a small part of the Jietu Travel+ plan. On Jietu APP, you can see road books published by users from all over the country, covering 293 prefecture-level cities across the country. There are more than 13,000 road books in total, more than 40,000 travel content articles, and a click rate of more than 1.7 million.

The data also shows that Jietu has united more than 80 ecological partners and created more than 100 rights and interests, covering more than 100 cities across the country.

And this number is still rising. On the afternoon of the press conference, Li Xueyong was still having a meeting with ecological partners to discuss how to provide users with valuable value-added rights and interests.

On the night of the press conference, Li Xueyong not only brought value-added ecological "value-added rights", including a minimum 20% discount for 9,217 hotels in the country's 3 hotel brand matrix, and 5 national 5A scenic spots Zhejiang also cooperated with Mafengwo to release the "Self-driving list of 10 choices for discovering China's new secret places in 2023" and "The list of 10 choices for a more comfortable camping life in 2023"

From accommodation, attraction tickets, to It can be said that the travel routes accurately hit the pain points of self-driving travel consumption, and also paved the way for Jietu Motors' "surge" in 2023.

As Yin Tongyue said in his speech, "Jietu's 100% growth in 2023 is all because of Li Xueyong's failure." The implication is that the growth rate must exceed 100%. Such a goal is based on further enriching the product matrix and travel ecology.

If Jietu focused on self-driving peripheral travel in the past, from now on, Jietu is ready to enter the off-road market and has developed a series of supporting ecological construction and marketing plans for it. .

In addition to the Jietu X70, X90 and Dasheng currently on sale, Jietu has planned four new models in two product lines: light off-road and hard-core off-road.

The Traveler unveiled that night is Jietu’s first model to enter the off-road market and is positioned as a light off-road vehicle. All series have Kunpeng power, BorgWarner's sixth-generation four-wheel drive system + Meiqiao electronic limited-slip differential, 8155 intelligent cockpit platform, and a hard-top cage body with 75% high-strength steel, another model since the Tank 300 Domestic off-road models can be said to be full of highlights.

At the same time, it is also a concentrated expression of Jietu Motor's active innovation-this model has gone through three rounds of innovation and solicited opinions from more than 3,000 people internally, users and dealers. Opinion.

According to Li Xueyong, some users were dissatisfied with the D-pillar design when the design was first launched. In order to satisfy users, the Jietu team invited users to the design institute to see the actual car, and finally decided to build it in 5 The original design will be retained on the one-seat model, and users' opinions will be taken into consideration on the subsequent seven-seat model.

The appearance design of a car is actually subjective, and there is a big gap between the picture and the actual object. Jietu can invite users to the design institute because of such a small detail, which is an example of putting users' innovations into practice. Reflected in practice.

In Jietu, employees are required to connect directly with users and listen to their voices. It is said that last year, Jietu had 2,000 employees who added nearly 50,000 users to WeChat. In 2023, Jietu’s goal is to add 3,000 employees to 100,000 users.

Such requirements are not just for ordinary employees. Li Xueyong himself has always insisted on communicating with users in the past. He even worked part-time as the emcee for two user weddings the year before last and the year before last.

If I were to use one word to describe Jietu, I would probably say "down-to-earth" or "warmth". I have participated in several Jietu activities and I can always see users. The Fan Festival is the home field of users. You can see that both employees and leaders have a harmonious attitude towards users like the spring breeze in March.

It is understood that Li Xueyong once said in public: "Customers are right, and everyone must abide by it unconditionally." This principle is also an important part of Jietu's internal "three-hearted marketing", that is, "Keep the bottom line with ingenuity, seek breakthroughs through innovation, and treat customers with care."

This is the essence of user operations and the key to the success of Jietu Motors.

In addition to user operations, new media and innovative marketing are also one of the reasons for Jietu’s rapid growth. Last year, the epidemic had a great impact on car sales. Jietu fully mobilized the enthusiasm of more than 500 dealerships. The manufacturers provided new media marketing support, and the dealers mobilized sales consultants. There are more than 5,000 Jietu sales consultants across the country. Doing live broadcast.

Internally, Chery also requires all employees to transform into KOCs and expand marketing channels through short videos and live broadcasts. Data shows that Jietu car enthusiasts are currently sharing videos about Jietu cars on Douyin. The number of original videos exceeds 7,000, the exposure volume reaches 6,000W+, and the forwarding volume reaches 300W+.

Zhang Chunwei

In a previous interview, Zhang Chunwei, general manager of Jietu Automobile Marketing Company, said, “30-35% of Jietu’s sales are from new media, short videos and Douyin. Obtained from the live broadcast. "

Marketing must not only be down-to-earth, but also need to enhance brand value.

What is surprising about this event is the cooperation between Jietu and Discovery Channel. As the flagship channel of Warner Bros. Discovery, the latter has always been exploring the unknown world and breaking through the boundaries of travel, with footprints in more than 220 countries and regions around the world.

In 2023, Jietu Motors will join hands with the Discovery Channel to embark on a "journey of exploration and discovery" to view places and scenery that are difficult for ordinary people to reach, record and watch the beauty of the world, and not only Showing the advantages of Jietu's off-road models to the public can also further strengthen Jietu's international image.

According to data, Jietu Motors has been exported to more than 30 countries and regions including the Middle East, Africa, Central and South America, and Asia-Pacific. With the deepening of this cooperation, Jietu will open up a wider world.

"See the world through travel." For Jietu, 2023 will be the year of take-off.

This article comes from Huashan Lunjian, the author of Yichehao. The copyright belongs to the author. Please contact the author for any form of reprinting.

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