长城直营变革：坦克撤出魏牌渠道 魏牌All in直营

Core Insights - The company is transitioning to a fully direct sales model for its Wei brand, phasing out the previous dealership model and rebranding existing stores to "Wei Brand New Energy" [1][5] - The shift aims to enhance brand identity and streamline operations, positioning Wei as the closest brand to new energy vehicle manufacturers within the Great Wall Automotive system [1][5] - The direct sales strategy is part of a broader trend among automotive companies to adopt dual sales models, balancing direct sales with traditional dealership networks [2][3] Group 1: Direct Sales Model - Great Wall Automotive has decided to fully embrace a direct sales model, moving away from the dual sales approach that included traditional dealerships [2][3] - The transition to direct sales is intended to improve customer experience and brand image, with a focus on connecting directly with consumers [5][6] - The company plans to expand its direct sales outlets significantly, targeting second and third-tier cities to capture new market segments [6] Group 2: Brand and Market Strategy - The Wei brand will become the sole focus of the direct sales channel, with the Tank brand being withdrawn from this model [1][5] - The company has reported significant sales growth for the Wei brand, with a 63% year-on-year increase in September deliveries and a 96% increase in cumulative deliveries from January to September [6] - The strategic shift aims to position Wei in competitive markets against emerging players, while also addressing the high costs associated with direct sales operations [6][7] Group 3: Challenges and Organizational Changes - The dual sales model presents challenges in maintaining consistent pricing between direct sales and dealership networks, which can lead to internal competition [3] - Transitioning to a fully direct sales model requires significant changes in organizational processes, decision-making, and corporate culture, which poses a greater challenge for traditional automakers [7]