The chaotic naming system, on the one hand, will cause unclear distinctions between individual models and the phenomenon of mutual sales. On the other hand, it is not conducive to the establishment of BYD's brand image and has a significant negative impact on enhancing BYD's overall influence.

    In the early morning of January 27, two news from BYD detonated the circle of friends. One was that BYD's female executives sold shares to cash out over 250 million yuan, and the other was that BYD plans to launch a high-end brand that will be launched within two years from next year. Compared with the sell-off of stocks by female executives, the news of the establishment of a high-end brand has attracted the attention of the industry. Although BYD did not respond to this, the trademark being registered seems to confirm this.

    According to the Qicha APP, BYD registered and applied for the "Dolphin" trademark on November 20, 2020, which is classified as 12 types of transportation vehicles in the international classification. It is worth mentioning that BYD has also applied for a series of animal trademarks such as "shark", "whale" and "sea leopard", all of which are classified as 12 types of transportation vehicles.

    As early as 2017, when Geely launched Lynk & Co and Great Wall launched WYE, the news of BYD's launch of high-end brands was widely circulated, but until now, BYD still relies on the "Dynasty Series" to dominate the world.

    Now that the Chinese national team has launched high-end brands, will BYD take advantage of the momentum and create a new high-end brand?

    From the reporter's point of view, it is temporarily uncertain whether BYD will launch a high-end brand, but it is certain that BYD's naming system needs to be replaced.

    Since BYD launched the Dynasty series models in 2012 and began to build the influence of 542, Dynasty series models have gone through more than 8 years, and have formed Qin, Tang, Song, Yuan, and Han series models. In the past two years, product upgrades Based on the acceleration of the replacement, BYD has introduced PLUS, pro and other series models, and the naming system has gradually become confused.

    For example, among the Song series models, in addition to Song Classic, Song Pro, Song PLUS and other SUV models, there is also Song Max this MPV model. It is worth mentioning that according to BYD’s own statement, it was launched just last year. Song PLUS is not an upgraded version of Song Pro, but a brand new model. In addition to each model, almost all of them contain fuel, plug-in hybrid, and pure electric power systems. It is difficult for ordinary consumers to distinguish the difference. .

    The chaotic naming system, on the one hand, will cause unclear distinctions between individual models and the phenomenon of mutual sales. On the other hand, it is not conducive to the establishment of BYD's brand image and has a significant negative impact on enhancing BYD's overall influence.

    To get out of this unfavorable situation, one is to stop production of old models, upgrade products on this basis, and continue to use the original naming system. This is also the most conventional way of playing for many joint venture brands. For BYD, which actively suspends production of older models, it is not the first choice.

    Secondly, it is possible to build high-end brands, build other stoves, and incorporate new products into the new high-end brand system. This seems to be a good choice for BYD today. But it is worth noting that building a new brand is not an easy task. From branding to channel building, it is necessary to start from scratch. Such risks are fundamental for BYD's reassessment.

    Most notably, thanks to the blessing of new energy vehicles, the average selling price of BYD’s models is relatively high. The highest selling price of Han and Tang models has approached 300,000. In this context, BYD launched The selling price of new high-end brands cannot rise further. As a result, the revenue-output ratio of newly-built high-end brands will be slightly inferior to those of Great Wall and Geely. From this perspective, BYD’s high-end brand It seems unlikely.

    Thirdly, BYD can establish a brand-new naming system, just like the first love of Great Wall, etc., based on the previous distribution channels, adopt a brand-new name and reorganize the brand naming system. Judging from the registered trademarks of "shark", "whale", "seal" and other names, it seems that BYD is going to follow the low-cost marketing path of the Great Wall "pay attention by name". From this point of view, BYD reshapes the naming system Most likely.

    For BYD, whether it is launching high-end or reshaping the naming system, it will improve the current chaotic state of the product naming system to a certain extent, and contribute its due strength to the further development of BYD.