AutoBeta(AutoBeta.net)06/17 Report--

Dongfeng Yulong Na Zhijie brand plans to be delisted. According to the latest report of Taiwan's Central News Agency, Taiwan's Yulong Group and Dongfeng Company have reached a preliminary consensus that the Nazhijie brand of the Yulong Group will officially withdraw from the Chinese mainland market, and the details of Dongfeng Yulong Na Zhijie's withdrawal are still being discussed and evaluated. It is understood that this is part of the Yulong Group's plan for a new round of expenditure cuts and transformation.

In fact, under the influence of the company's business strategy, brand and product problems, Dongfeng Yulong Na Zhijie has faded out of the market vision in recent years, and has been delisted for a time. It has been reported in June 2019 that Dongfeng Yulong will be shut down within 1-2 years.

Both Dongfeng and Na Zhijie denied the news at that time. Dongfeng company responded to the media, saying: Dongfeng Yulong, like the Chinese auto market, is undergoing a test, and both shareholders are working hard for change. Na Zhijie responded that at present, the company's production and sales are normal, and the launch of the new car is also under preparation.

Now Dongfeng Yulongna Zhijie to negotiate the fate of delisting, perhaps in the eyes of many consumers will not be too surprised.

Dongfeng Yulong Automobile Co., Ltd., established in December 2010, is a joint venture between Dongfeng Motor Company and Taiwan Yulong Group, each holding 50% of the company. it is the first automobile manufacturing enterprise on both sides of the Taiwan Strait to be positioned as a Greater China independent brand and integrates vehicle research and development, production, sales and after-sales service. The company is located in Xiaoshan, Hangzhou. After its establishment, Dongfeng Yulong mainly produces and sells its own brand "Na Zhijie" automotive products.

The positioning of Na Zhijie brand is higher than that of most Chinese independent brands, which just fills the price gap between independent brands and joint venture brands. In the early years, Na Zhijie also ushered in the peak of development. In 2015, Dongfeng Yulong Na Zhijie brand reached its peak annual sales of 60,000 units. Due to the stagnant level of research and development, problems with product strategy and the collapse of user reputation, Na Zhijie's sales plummeted, falling to just 7056 vehicles in 2018, down 61 per cent from 2017. In 2019, Na Zhijie sold only 1947 vehicles, down 72.4% from a year earlier.

The Nazhijie 7 SUV, the brand's star product and the first model launched by Dongfeng Yulong, was officially launched in September 2011 at a price of 17.98-293000 yuan, making it one of the most expensive autonomous cars at that time. With the leapfrog technology configuration and large size, large space, at first big 7 SUV sales are also good. In the later stage, due to the word-of-mouth crisis such as high fuel consumption and low preservation rate, sales plummeted until August 2018. The Nazhijie 7 SUV has been on the market for eight years, with cumulative sales of 73302 vehicles, of which only 180 were sold in 2017 and 0 in 2018.

At present, Nazhijie's official website shows that there are eight models on sale, namely URX, U5 EV, U5 SUV, Quanxin You6, Rui3, Quanxinna 5, You6 SUV and Xinda 7 MPV. Among them, the URX medium-sized SUV officially went on sale in December 2019, with a price of 14.36-155600 yuan, power matching 1.8T in-line four-cylinder engine and Aisin 6-speed manual self-integrated gearbox.

The launch of the new car failed to save the sales plight of the Na Zhijie brand. According to the data, Dongfeng Yulong sold only 7 units in May, down 94.3% from a year earlier. The cumulative sales from January to May were 43, down 92.5% from a year earlier. In view of the sharp decline in sales, there is news that the Dongfeng Yulong plant almost came to a standstill, and dealers also withdrew from the net in a large area. Dongfeng Yulong's own business problems, the public opinion crisis encountered by Na Zhijie brand, coupled with the impact of the epidemic, have further aggravated the delisting fate of enterprises and brands.

Na Zhijie is a brand overwhelmed by quality and word of mouth, and jokes related to Na Zhijie are still circulating on the Internet. "CNPC Sinopec strategic partner"-this is the most classic joke that netizens make fun of Na Zhijie, and unwittingly this joke has also become a big label of Na Zhijie. In the used car industry, Na Zhijie's jokes are also widespread.

It is reported that the future development focus of Yulong Group will shift to the joint venture with Hon Hai Group, which plans to promote the research and design of electric vehicles, open platform and ecological business. The new joint venture company will integrate Yulong independent R & D platform and Hon Hai global market supply chain system to provide global target customers with vehicle design and development, parts design and production, vehicle-related technology integration and other services.

Dongfeng Yulong was founded ten years ago, Na Zhijie brand sales so far, may not be able to avoid the dismal fate of delisting. Sales in China's auto market will decline for three consecutive years, and in the fierce environment of stock competition, weak brands will face elimination.

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