This article is reproduced from the autocarweekly public account
Author: Wild Xiao Chen
How far has Li-Ning come from Li Ning in China?
In 1990, Li-Ning sold the face of the gymnastics prince, while in 2018, China’s Li-Ning walked the international show in New York.
Around 2010, due to the popularity of Converse, Nike, and Adidas, Li-Ning 2.0, which had shifted to the middle and high-end market, was squeezed. The failed strategy of “Li-Ning for the post-90s” almost knocked down this national enterprise. From 2012 to 2014, Li-Ning Company accumulated the closure of 4,500 stores.
In 2018, “China Li-Ning” landed on New York Fashion Week with “Wudao” as its theme, changing its previous serious and dull, even somewhat rustic brand image. On the day of the New York fashion show, Li-Ning’s WeChat index soared by 700%. Three days after the press conference ended, the total exposure of tweets about Li-Ning’s appearance at New York Fashion Week exceeded 15 million times.
After thirty years of ups and downs, Li-Ning’s significance is no longer just a sports brand. When the prefix of its name was stamped with the word “China,” it became a symbol of an era. The word “China” is no longer a restriction on the brand, but a new force. Once we referred to being trendy as “Western-style,” but now with the sprawling branches of national enterprise technological innovation, we have our own trend and can proudly call it “Guo Chao” (meaning “national trend”).
Both rational data and popular trends demonstrate the power and potential of the national trend surging out.
In the automotive field, only Great Wall can match the weight of the qualifier “China.”
If Haval once followed in Li-Ning’s footsteps, entering people’s hearts with the strategy of high quality and fair price, then today’s Haval is shining like China’s Li-Ning, radiating a fierce Chinese flavor. As international big brands gradually shed their dreamy halo, Guo Chao has created a new aesthetic posture with vast and silent strength, surging and rising, and carved out a path with confidence in product. Although the sales volume of Haval H6 seems to be consistently excellent, in fact, it has quietly switched to another track and continues to sprint.
Wei Jianjun forcefully demonstrated the sentence, “Only the Chinese can understand the Chinese the most.” Those Eastern cultural roots awakened users’ genes of Chinese beauty hidden deep in their bones, forming a natural affinity between consumers and Haval.# The Eastern Aesthetics Design of Haval H6 National Tide Version
The Haval H6 National Tide Version combines Oriental culture with magnificent and powerful aesthetics, creating a forward-leaning and majestic face. The design features two grilles, one with the momentum of bamboo and the other with the sharpness of embroidery, blending strength and gentleness in one. The dragon-shaped LED intelligent headlights and the Fengyu flowing tail lights, both decorated with Chinese national patterns, run through the vehicle from beginning to end, capturing the soft beauty of the East and the resolute spirit of China. It embodies the essence of the traditional Zen Tao culture.
This is not only the rise of the new national tide, but also the externalization of the cultural confidence of a generation of Chinese people.
Just looking trendy can easily be associated with “cheating men,” but the Haval H6 National Tide Version gives people a lot of sense of security. As the only national SUV with a standard 6 airbags in its class, it still lives up to expectations, equipped with seven major active safety protections throughout the model range, and AEB emergency braking is the only one in its class. The Haval H6 National Tide Version is like a high-tech body armor, strong, cool and reliable.
Cool and trendy with a sense of security, but it shouldn’t just be a simple person. The Haval H6 National Tide Version is also a high-intelligence student with ten abilities. As an all-in-one model with standard safety features, it also provides industry-leading smart coverage. Tencent TAI3.0 Internet smart ecosystem and whole vehicle FOTA is the foundation, on the one hand, through cloud upgrade technology for self-learning and self-improvement, on the other hand, integrating the entire Internet smart ecosystem into one. The upgrade of the central control scenario design and the 360-degree full-scenario visual upgrade are refinements. The 360° panoramic high-definition camera system + fully automatic parking system supports a full range of high-definition visual solutions, 12.3-inch full LCD color changing instrument panel, 12.3-inch full-scenario intelligent control screen bring a new visual experience and full-scenario touch interactive experience, making it a leader in its class.
The sale of trends is a sense of pioneering — whoever has the strength has the qualification to be at the forefront. According to the terminal retail data from China Automotive Technology and Research Center, Haval H6 sold 24,788 units in February, still occupying the SUV monthly sales champion, with a total of 93 times landing on the Bright Peak.As a Columbus in the blue ocean market of Chinese SUVs, Haval’s ambition map unfolds slowly, laying a huge 6 million-strong legion horizontally behind it. Now, it rises strongly and creates a dominant brand path. As a pure Chinese national enterprise, from technological barriers to partners, Great Wall* grew from a corner in Baoding, Hebei, to a benchmark of domestic trendy leader with a million sales volume. From breaking the spell of technological shackles to unlocking the brand chains, pure Chinese brands are doubly validated in terms of sales and brand power. On a larger scale, there is something very slow in redefining our thinking and identity recognition, as well as in redefining the mirror of consumption. The backdrop is China, and we call it cultural self-confidence.
The national trend is surging, like the convergence of many rivers, eventually forming an ocean, while Great Wall Haval is building an ark and becoming the first person on the deck.
*Note: Great Wall is the parent company of Haval, both are part of the same automotive conglomerate.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.