AutoBeta(AutoBeta.net)05/24 Report--

According to a report by each Auto of Phoenix New Media, in order to improve the decision-making efficiency of R & D business, strengthen the horizontal coordination between various businesses, pull through the whole process management, and optimize and adjust the organization and division of responsibilities of the relevant departments of the R & D system, Naha Automobile announced a series of new personnel appointments, of which the most noteworthy one is that Zhang Yong, CEO of Nashi Automobile, is also the general manager of the product R & D center and directly manages the product planning department of the product R & D center. Nashi Automobile CTO Dai greatly assists in managing the daily work of the product R & D center. The car's response to this report is true.

In fact, five months ago, on December 29, 2023, Naha Automobile made a large-scale personnel reshuffle, including the appointment of Zhang Yong as president of the marketing company, Zhou Jiang as executive vice president of the marketing company, Hu Bo as executive vice president and director of the marketing and training department of the marketing company, Zhang Honghan as vice president of the marketing company and director of the brand marketing center, and Huang Yugui as vice president of the marketing company and director of the user and clue operations center. Behind this series of personnel adjustments, Nezha car sales fell short of expectations in 2023, with total annual sales of 127496 vehicles, down 16.16% from the same period last year, and only 51% of the annual target, so Nahu made a number of appointments and adjustments to the marketing department.

Since the beginning of 2024, the market performance of Nashi has not improved much. Data show that from January to April 2024, Naha car sales totaled 33451, down 10.21% from the same period last year. Except for January delivery of more than 10,000 vehicles, sales in other months were less than 10,000. Prior to this, Zhang Yong, CEO of Naha Automobile, said in an interview with the media that the company's continuous blood loss and continuous price war have no future, and it is still necessary to make valuable products. Nashi car will not reduce product performance and configuration for the sake of low price. Next, the company plans to appropriately reduce production and sales of some products that continue to lose money or whose short-term gross margins cannot be turned positive.

In fact, the marketing of Nahan car is really not good enough, in the words of Zhou Hongyi, "the product is good but does not know how to make customers feel good." In March this year, Zhou Hongyi publicly criticized Nahan Automobile in a live broadcast, asking its executives to "learn from Xiaomi and learn more from Lei Jun." Zhang Yong responded that "accept the criticism of Lao Zhou, marketing to learn from Lei Jun, no shame!" Zhang Yong then posted that Nezha X, Nezha GT and Nezha S "deserve to be re-listed and released" in the second half of the year, telling good brand stories and product highlights.

It is worth mentioning that just today, Chen Chaohua, a veteran media man, joined Nashi Automobile as vice president, responsible for brand communication and media relations. According to public information, Chen Zhaohua has more than 20 years of experience in the media industry and has held important positions in Southern Weekly, Southern Metropolis Daily, Sohu and other organizations or enterprises. Industry insiders believe that the addition of Chen Zhaohua will help Naha Automobile to achieve a new breakthrough in brand building and market communication. His professional knowledge and industry experience will have a positive impact on Nezha's brand image and market influence.

Zhou Hongyi, founder, chairman and CEO of the company, has been the "platform" for Nezha car in a variety of ways since the company became a shareholder. Recently, Zhou Hongyi took advantage of the incident of "selling Maybach for domestic new energy vehicles" to attract attention, which once again brought exposure opportunities for Nezha cars.

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