AutoBeta(AutoBeta.net)10/23 Report--

Na Zhijie is a car brand living in jokes, and it is still widely circulated that Na Zhijie was ridiculed by netizens. In addition to its own factors, it is not too much to say that Na Zhijie was destroyed by jokers, and its sales are very poor.

After the sales ranking in September, some netizens found that Na Zhijie had only sold one car, but soon the official "Dongfeng Yulong-Na Zhijie" forwarded netizens Weibo and responded indirectly: more than 40 units were actually sold.

Through the list, it was found that there were only two models with sales data, namely, the Nazhijie U5 SUV sold one, the You6 SUV sold 41, and the Big 7 MPV had no sales, so the Nazhijie brand sold only 42 units in September, down 80 per cent from a year earlier. From January to September, the Nazhijie brand sold only 1485 units, compared with 6400 in the same period last year, down 77 per cent from a year earlier.

From this point of view, as the official Weibo Na Zhijie seems very casual, but also a bit baffling. In July this year, netizens commented and teased under Na Zhijie's Weibo, "my friend came to me that night and said he wanted to buy a Na Zhijie." Later, I didn't know who leaked the news, and Sinopec set up a gas station in front of a friend's house the next day. "this is obviously an online joke, which was later forwarded by Sinopec and Na Zhijie officials, making fun of each other.

However, Sinopec and Nazhijie Weibo tease each other more than once. no wonder netizens agree that Nazhijie is Sinopec's strategic partner.

Official teasing and complaining is the deadliest, and some netizens worry that Na Zhijie has given up treatment!

Dongfeng Yulong was founded in December 2010, and Na Zhijie brand officially entered the mainland market in 2011, and has been on the market for nine years. In the early years, Nazhijie also reached its peak of development, reaching a peak of 60,000 units in 2015. Due to the stagnation of R & D level, problems with product strategy, collapse of user reputation and low product value preservation rate, Na Zhijie's sales then plummeted, until now the dilapidated situation has become a joke brand in the words of consumers.

Due to the problems of sales volume, performance and management internal friction, Dongfeng Company of the joint venture brand made the decision of "withdrawing people without divestment" in 2017, fully withdrew from the operation and management of Dongfeng Yulong and did not participate in internal management decisions. Immediately Yulong Group took over and increased investment. According to recent media reports, the Dongfeng Yulong factory in Xiaoshan, Hangzhou has almost come to a standstill, with a monthly production of about 100 vehicles and a significant reduction in personnel, from 3000 at its peak to about 1000 today.

The official website shows that there are five models currently on sale, namely, Nazhijie 7 MPV, you 6 SUV, U5 SUV, Na 3 and Rui 3 sedans. The flip side of dismal sales is the disintegration of sales channels.

"there are basically no 4s stores in this car, and it all depends on the resources of the second network," said one person in the industry. According to the dealer information provided by Dongfeng Yulong's official website, some media called more than 100 Dongfeng Yulong dealers across the country and found that nearly half of the dealers had withdrawn from the network, and most of them had terminated sales, leaving only the after-sales service function. Among them, nearly 20 dealers are in a state of unanswered calls or unpaid downtime. Another Dongfeng Yulong dealer, who has withdrawn from the network and transformed into a service provider, said that the supply of many accessories from the factory has been stopped, car owners can not find a place to repair their cars, and even second-hand car dealers are not willing to take our cars.

At the same time, a two-net seller offered a fracture price, and all Nazhijie's new cars were sold at a 50% discount-- the guiding price of Nazhijie 6 new cars is 149800 yuan, and now 72000 each; Nazhijie 7 is only sold at a 46% discount, and a single car can be sold. Even so, it did not change the fate of escaping dismal sales.

In early October, Ping an Bank conducted risk checks on upstream and downstream suppliers based on the news that four car companies filed for bankruptcy, causing industry unrest. In fact, from this point of view, Dongfeng Yulong Na Zhijie's situation is even more dangerous.

There has been widespread news in 2019 that Dongfeng Yulong will be shut down within 1-2 years, but both Dongfeng and Na Zhijie denied the news. Dongfeng said that Dongfeng Yulong, like the Chinese auto market, is undergoing a test, and both shareholders are working for change. Na Zhijie responded that at present, the company's production and sales are running normally, and the launch of the new car is also under preparation.

Dongfeng Yulong Na Zhijie plans to launch a new medium-sized SUV URX, powered by a 1.8T engine and a six-speed automatic transmission, to boost brand sales and change the brand image. The new car will be a product for Nazhijie to further test the reaction of consumers, or determine the future fate of the Nazhijie brand in the mainland market.

Integrating the development of Dongfeng Yulong Na Zhijie brand for many years, it can be said that it is a brand that has been overwhelmed by "quality" and "word-of-mouth". If users' reputation is broken, it will be very difficult for fuel vehicles to turn around, and new energy sources may have more hope for survival. Industry insiders believe that "although the vast majority of people know that it is a parody, the vortex scene has indeed taken root in the hearts of the people. It is no longer a matter of car replacement that Na Zhijie wants to change this habitual thinking, but needs to wait for people to change."

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat