“金九银十”前走访鸿蒙门店：问界继续大赚，这“两界”压力最大

Core Insights - Hongmeng Zhixing is accelerating its new car releases as it approaches the "Golden September and Silver October" sales period, with several new models announced and pre-orders initiated [1][5][6] Sales Performance - In July, Hongmeng Zhixing delivered 47,752 vehicles, leading in sales among new forces and luxury brands, with an average transaction price of 390,000 yuan in June [5] - The company has achieved full coverage across various vehicle types and price ranges, from 160,000 yuan to 1 million yuan, particularly with the launch of the Shangjie H5 starting at 169,800 yuan [5] New Product Launches - Hongmeng Zhixing plans to introduce a new MPV and additional sedan and SUV models under the Shangjie brand next year [6] - The Shangjie H5 has already received over 50,000 pre-orders within 18 hours of its announcement, indicating strong market interest [21] Sales Channels - Since its establishment, Hongmeng Zhixing has been developing independent sales channels, aiming to establish 1,000 stores this year [10] - The AITO brand has also begun to establish its own sales channels, which may alleviate some sales pressure compared to the traditional luxury brand model [18][21] Market Competition - The traditional luxury brands may face increased competition from Hongmeng Zhixing, particularly as it continues to build brand recognition and consumer interest [7] - The Zhijie brand has sold 49,000 vehicles in the first seven months of the year, but it heavily relies on the Zhijie R7 model, which may lead to internal competition with similar offerings from the Wanjie brand [21][22] Consumer Insights - Consumers interested in the Wanjie brand are showing a preference for the M8 and M9 models, which are expected to drive sales [43] - The market response to the luxury model, Zunjie S800, has been positive, with over 10,000 orders within 67 days of its launch, indicating a shift towards "high cost-performance luxury" [38][42] Future Outlook - Hongmeng Zhixing aims to achieve a sales target of 1 million vehicles this year, having sold 204,000 units in the first half and 47,000 in July, although reaching this target may be challenging [52] - The introduction of new models like the Shangjie H5 and Wanjie M8 is expected to significantly boost sales and help maintain its leading position among new forces in the automotive market [52]