The Great Wall Motor, which was gradually lagging behind, finally started to move. According to the latest news, Great Wall Motor decided to integrate and focus its brand in order to better solve the problems of globalization, electrification and high-end in 2023 and beyond. We all know that the brands of Great Wall Motor are Haval, Weipai, Tank, Euler, Salon, Great Wall pickup truck and so on. Among them, the Great Wall pickup truck is the most stable and the risk is relatively small. The bigger problem is other passenger car brands. The "integration" in this transformation is to make Euler and Sharon form a joint force to launch the Great Wall new energy sector, so that Wei brand and tank can form another joint force to break through the brand upward dilemma, while Haval is the focus of "focus", and the official word is "revitalization", which we will analyze in detail later. The change of brand is naturally accompanied by changes in personnel. It is reported that he will be the CEO of "Euler+Salon", Liu will be the CEO of "Tank+Wei Brand", and the Haval brand will be the responsibility of Great Wall Motor. A self-revolution about Great Wall Motor is beginning, but it is hard to say whether it can be realized. Behind "integration" is the fault of "decentralization strategy". Why is there a saying of "integration"? Everyone is tired of hearing those high-sounding reasons. It is nothing more than standardizing and uniting all available resources and forces, focusing on breaking through the problems of progress and upward, and helping Great Wall Motor to gain a better foothold and even lead in the two major fields of new energy and high-end. The deeper reason is that there are important problems in the current "decentralization strategy" and failure is inevitable. According to the latest news, the cumulative sales volume of Great Wall Motor in June 5438+065438+ 10 was about 87,600 units, down 28.53% year-on-year. The cumulative sales volume this year is about 990,000 vehicles, down 65,438+01.49% year-on-year. As can be seen from the official draft, the Great Wall will focus more on "overseas sales increased by 20.36% year-on-year" and try to ignore the decline. Although this result can be explained by emergencies such as epidemic situation and supply chain crisis, in the face of the same emergencies, independent manufacturers such as BYD, Chery, Geely and Changan are all rising, but the Great Wall, which was once in the first echelon, has fallen down, which cannot but explain the seriousness of its problems. Judging from the brands such as Euler, Salon, Tanks and Weipai, which are included in the category of "integration strategy" this time, except that tanks are in a growing trend and have better prospects, other brands have been subjected to considerable market pressure. I don't know when the Great Wall went crooked. We understand that it wants to find a differentiated path in the red sea where homogenization competition is serious and go straight to the blue ocean. This is indeed the transformation thinking that traditional brands should have in the era of intelligence and electrification. The concept is correct, and the problem lies in the specific methodology. Judging from the results of market feedback, it is obvious that the Great Wall has used too much force, and many forces have been used in the wrong places, including product naming, design, vehicle layout, marketing and so on. Although Salon has not officially accepted the market test, only a limited edition of Mechelon with a price of 488,000 is on sale, but before the official start, the brand has been able to foresee the bumpy future. We take the price of 488 thousand as a reference. Other non-limited edition cars in the future will cost about 350,000-500,000 depending on the configuration. If we only take the price as the anchor, there are many competitors, such as Weilai ET7, Zhiji L7, Mercedes-Benz EQE, etc., with similar level and positioning, and slightly lower level, such as Extreme Krypton 00 1, BYD Korea. On brand influence, product strength, circle play and marketing methods, these models have their own advantages and have the ability to make Mechanon an instant hit. Of course, it is normal that every latecomer must go through such a process of "breaking through the customs", but the design concept and marketing strategy of mechanical farmers just give people the impression that the people who buy this car are like "non-mainstream" among the rich. Who would want to jump into this pit? No one will really call electric cars with exhaust pipes the fashion trend of this era, right? Let's start with Euler. Black cats and white cats rushed up. After the launch of Good Cat, she suddenly positioned the brand as "a brand that loves women more in the world", specializing in the women's market. Then, based on profit considerations, she cut off two product lines, black cat and white cat, and laid out ballet cats and lightning cats in the higher-end market. The only thing that these two models can boast about is that the configuration is not bad, but there are also many controversies. For example, their shapes are highly similar to those of Volkswagen Beetle and Porsche Paramera. This kind of design can really stir up popularity at the beginning of product exposure, but when it comes to buying behavior, consumers will be extra cautious. Although this model is legal and compliant, people will inevitably complain about "how to buy knockoffs" after buying it. There are too many choices in the market, why should consumers be greatly disturbed? At the same time, these two cars are not cheap. Everyone is used to cheap Euler. This price has suddenly reached 200,000, which is "daunting". At present, the monthly sales of ballet cats are only 100. Another fatal problem of Euler brand is to actively shrink the market into a "women's market", which is equivalent to announcing the exclusion of men, such as ballet cats, from naming to design to product concept. This is not a clear way to discourage male consumers. After the ballet cat got off to a bad start, the lightning cat took the baton and appeared on the stage. Originally, it was tolerant, but think about it carefully. Does the appearance of lightning cat declare the failure of Euler's brand strategy of "loving women more" to some extent? Of course, Euler can say that "the brand that loves women more in the world" does not mean "not loving men". Anyway, there is reason to explain, but the reality is that the chaotic brand positioning makes Euler unstable, and consumers don't know what Euler wants. In addition to product and brand positioning issues, Euler also caused quite a storm because of stealing smart chips, and even was accused of going to court. All this happened when Dong Yudong, the former CEO of Euler brand, took office. He failed to deal with the "core-changing storm", which expanded the product dispute and aggravated the brand crisis. Perhaps due to improper performance, in this integration of "Euler+Salon", Wen Fei served as CEO of dual brands, and Dong Yudong was out. Let's take a look at Wei brand. This started as a "king" and ended up as a pioneer of domestic high-end brands of "Bronze". First it was a surprise, now it's a disappointment. Weipai, bearing the hope of Wei Jianjun and the dream of domestic success, once became an instant hit with the VV series, and dared to shout out the slogan of "the first brand of luxury SUV in China", with sales exceeding 300,000 in three years. However, when the product problems of the VV series led to poor sales, every Weipai helm never thought about how to repair and create more glory, but simply and rudely cut off the VV series and launched the coffee series to start over. The VV series lasted for three or four years from launch to exit. It was considered a young product in the auto market, and it was hastily rolled off the assembly line without even making a mid-term change. Weipai may think it's no big deal, the product is not good, just change it, but consumers don't think so, everyone will think: cut it off if it doesn't sell well, then I still buy your car? If it is broken in the future, what about my after-sales guarantee? What about my used car market? In the case that consumers cast a vote of no confidence in Wei brand, coffee series appeared. If its products are strong and sincere, it is also possible to reverse the decline of the brand. However, its name is wonderful, its appearance is not as recognizable as VV series, and its products do not have the advantage of differentiation and lack sincerity. The most typical is Moka plus DHT blending system, which is 654.38+ million, although it was set up at the Li Rui Summit. When he was the CEO of Wei brand, he led the brand's "second venture" plan. As a result, Weilai brand is getting lower and lower, and its brand positioning has been downgraded from "the first luxury SUV brand in China" to "high-end new energy brand" and "zero-anxiety intelligent electric brand". In the new energy era where millions of luxury cars are everywhere, any one can be said to be zero anxiety, so these brand slogans. What is even more unexpected is that after the release of AITO M7, Li Ruifeng finally tore Huawei Yu Chengdong, saying that "the backward hybrid technology of expanding programs is the knowledge of the industry, and you can't talk big no matter how big your mouth is". Whether Li Ruifeng, Yu Chengdong or Li Xiang, based on their own brand positioning, it is inevitable that "Wang Po sells melons". However, the market will not deceive people. In the sales ranking, we see that the ideal monthly sales volume is over 10,000, and the sum of all the brands of coffee is less than 2,500. In the face of reality, embarrassed people will give away the clues. Under the premise that there is still a lot of room for optimization of pure trams, plug-in and extended range are both better route choices. Regardless of whether it is backward or not, consumers have a bad car experience and are willing to pay for it, then this technology will have a market. Not long ago, Zero Run announced that it would launch an additional extended-range version of the product in the future, and Changan New Energy also released "Power Technology" on the extended range. This market is big enough to accommodate a hundred flowers, so there is absolutely no need for Li Ruifeng to step on one and hold the other. At present, the tank is the most successful differentiation route of the major brands under the Great Wall. Judging from the failure of the above-mentioned brands, its out-of-the-box is more like a "crooked hit". Excellent design, rich configuration, good off-road performance, and reasonable price really hit the consumer's demand for individuality, and even caused the trend of off-road driving. Now many brands are imitating tanks to launch similar models. I have to say that the Great Wall is indeed true. Can it be said that the Great Wall has spent all its luck in tanks in the past year or two? When the tank broke away from the prestige brand, the decline of prestige brand was obvious, but it was not as serious as it is now. While the tanks are in full swing, the abacus of the Great Wall is to blossom more and develop in an all-round way, but the coffee series really can't support the ambition of Wei brand. If it hadn't been separated at the beginning, I think the fiery heat of the tank would have added a little temperature to the prestige, just as the staff of our local prestige tank joint store said, "If there are no tanks in the store, fewer people will come to see the prestige." Many people who come to see the tank will learn about the prestige by the way. " Now the two brands are "converging" again, and the lost opportunities are hard to find again. The possibility of success of high-end tanks is still relatively large, and its basic disk is solid. However, under the joint operation of the two brands, it is hard to say where Weipai will go. I believe this will also be the next problem with Liu. It has long been reported that "Latte 2.0T has no cars one after another" and "Macchiato DHT has been listed for one year or is facing production suspension". Is it necessary for coffee series to repeat the history of VV series? The difficulties are no less than Liu's. The most direct problem is that Sharon is likely to face the same dilemma as Ouuta, while Euler is hard to get rid of the label of "low-end". Furthermore, Sharon is more inclined to men, and Euler is more inclined to women. Whether you are doing two single markets alone or two diversified markets at the same time, you need to be extra cautious. Behind "concentration" is the fault of "frequent punching". The Haval brand used to be the solid rear of Great Wall Motor, just like the Great Wall pickup truck. Haval dominated the domestic SUV market for quite a long time, then the new energy wave surged, BYD Song took advantage of the situation, and Tesla ModelY also made trouble from time to time. Since then, Haval H6 has been far away from the position of SUV sales champion. Although Haval H6 is not the most expensive model of the Great Wall, and Haval is not the highest-end brand, but Haval brand accounts for more than 40% of the sales of the Great Wall, and it is the most important basic dish, and this rear must not be lost. Furthermore, every car company needs a "spiritual leader", and Haval H6 has been playing this role. The aura of "SUV leader" and "SUV sales laurel" has long hung over its head, and consumers' attention has also extended to Great Wall Group and its major brands. This appreciation is immeasurable. So, how did the Great Wall make this "spiritual leader" laid off? The first reason comes from the Great Wall itself. When the Haval H6 was still high-gloss and there were no major product problems, the Great Wall first found several rivals for it-Haval First Love, Haval Big Dog, Haval Cool Dog, Haval Red Rabbit, Haval Beast, etc. They are similar or overlapping in price with the Haval H6, and they are all compact SUVs, so it is inevitable to share the heat and sales that originally belonged to Haval H6. Besides, the names of these cars are amazing. When the "big dog" came out at first, the big guy still felt fresh. Later first love, red rabbit, beast, etc. It can only be said that the Great Wall played too much in the way of going out of the circle and was easily bitten by itself. Harvard, for example, has not counted the sales of first love. The sales of red rabbits and cool dogs add up to less than 1,000 units, and the beasts are less than 1500 units. If the sales of these "Zoo Series" are good, then Haval H6 has not sacrificed in vain. The problem is that they don't know how to play, and their contribution to the Haval brand may not be as much as that of the previous Haval H6 car. The second reason is the wave of new energy that we mentioned earlier. BYD Song, who is now firmly in the top spot, set foot in the field of new energy very early. With excellent car experience and low car cost, Song quickly seized the market highland. Compared with BYD, Great Wall's response in the field of new energy is relatively slow. On 20 16, Wei Jianjun publicly declared that "Great Wall Motor is only a follower of new energy vehicles" and indicated that the layout of new energy fields is only to meet the national fuel consumption limit. In 2020, when it was recognized that "new energy vehicles are the future development trend", Wei Jianjun began to boldly enter this territory, but the opportunity was too late. This year, BYD successively launched blade batteries, DM-i super hybrid system and other sharp tools, which opened the golden age of BYD. In fact, to be honest, the Great Wall lemon DHT plug-in system and BYD DM-i super hybrid system have their own advantages and disadvantages, but why does the market recognize the latter more? From this we can see the level of strategic layout of the two brands. BYD's advanced technology, whether it is E-platform 3.0, blade battery or DM-i super hybrid system, is the first to be applied to low-end products that are easy to walk. Once consumers feel good, it is easy to form a word of mouth, spread quickly, promote sales growth, and improve the recognition of this technology by more people. When e-platform 3.0, blade battery and DM-i super hybrid system become sales guarantee, BYD can deploy products with these technologies in major market segments and even higher-end fields, and consumers are more willing to accept new products on the premise of recognizing technologies, which is an important foundation for BYD to fully bloom now. The Great Wall takes the opposite route. When it was called "the best mixing technology in the world", it was first applied to Wei brand coffee series. What happened to Wei pai at that time? It is in the stage of consumers' distrust and disinterest. Even if this technology is no matter how good, it is difficult to open the audience. If it had put this technology on Haval H6 and quickly launched Haval H6PHEV, with the momentum, reputation and sales volume of Haval H6, it would obviously have a better chance to get out of the circle, let more people know the gold content of this technology, and take this as a starting point to launch the new energy layout of the Great Wall. The result will definitely not be like today. It's a pity that it's too late, and the opportunity waits for no one. It was not until September this year that BYD Song killed Sifang that Haval H6PHEV came late. Now the Great Wall will refocus on the Harvard brand, and CGO Li Ruifeng will personally supervise the battle, which means that Harvard will get more resources to support, but it is really unknown whether it can "recover the rivers and mountains". If Li Ruifeng promoted the development of Weilai brand when he was the CEO of Weilai brand, then at this moment, we will have different attitudes towards the future development of Haval brand. Generally speaking, integrating and focusing on the brand matrix and adjusting the existing organizational structure is indeed the best way for the Great Wall to save itself. When all channels, resources, technology and talents are targeted, it will greatly improve operational efficiency, strategic coordination and sales value. The new chessboard has started. What tricks will Liu, Liu, Liu and others use? Can the whole game of chess be as Wei Jianjun wishes? We will continue to wait and see.