When a product or a brand receives a cold reception, it is often one-sided to analyze it only from the product level and ignore the role of managers in the fate of the product.
The importance of a good helmsman is self-evident. They can avoid hidden reefs as much as possible and correct ships that deviate from the correct channel. Even if they encounter riptides, they can calm people down and avert danger.
In 2019, the undercurrent of the auto market is surging, and every brand needs a star, which we call the "person of the year." After experiencing the ups and downs of the auto market, they have led the brand to create a new era under the times, so we label this period of review as "Genesis".
Li Feng: Dongfeng Yueda Kia, the driving force behind the recovery
“The revitalization of Dongfeng Yueda Kia requires another three years of hard work. In three years, the brand can make basic management and product arrangements. The shortest time. Adjust management, products, and new technologies in place within three years.”
This is what Li Feng often said after taking office as CEO of Dongfeng Yueda Kia in September last year. The military order is so sonorous and powerful, and Dongfeng Yueda Kia, which is in a trough period, is in urgent need of a clear direction and a helmsman who can boost people's hearts.
After Li Feng took office, he made a series of reforms to address the urgent needs of Dongfeng Yueda Kia dealers such as lack of confidence, excessive inventory, and relatively gloomy brand image.
At the dealer level, he streamlined the relationship between manufacturers, regions, and dealers, and effectively mobilized the enthusiasm of dealers;
At the product level, he focused on The "differentiation" strategy allows consumers to re-understand product value with high quality-price ratio and the country's first "package price";
In terms of brand image, he has cross-border cooperation with Sohu Fashion to renew Brand vitality.
There is still some distance between Li Feng's "three-year agreement", but judging from his current achievements, Dongfeng Yueda Kia has many signs of recovery: sales have stabilized and rebounded, and 22 companies have withdrawn from the network and gone dormant. Dealers are returning, the inventory ratio is controlled within a benign range of 1.5, and it is gradually entering the fashion circle.
For this veteran, we are happy to see him become a key turning figure for Dongfeng Yueda Kia, and his "three-year reform" can also become a textbook model in the automotive industry.
Xu Liuping: Let the "red flag" fly against the wind
"Strive for 200,000 vehicles in 2020; go all out in 2022 to surpass 400,000 vehicles; and strive to exceed 600,000 vehicles in 2025 "In 2030, we will follow the trend, refine it into steel, and hit 1 million vehicles..."
On January 8 this year, Xu Liuping once again looked forward to the future of Hongqi at the Great Hall of the People. What is different from two years ago is that this time Xu Liuping's heroic spirit is full of confidence and persuasion.
His confidence comes from the new situation of the Hongqi brand. In 2018, Hongqi's annual sales were 33,028 vehicles, a year-on-year increase of 602%. The momentum was even stronger in 2019, with annual sales reaching 100,166 vehicles, a year-on-year increase of 203. %, and achieved the annual sales target of 100,000 a year ahead of schedule.
For a long time, Hongqi's own high-end positioning has been inconsistent with the actual needs of consumers, which has resulted in its sales being unobjective. Before Xu Liuping, there was no one at the helm who could truly integrate the Hongqi brand into consumers' lives. Among the series of reform measures taken by Xu Liuping, the most outstanding one is to open up the route of rejuvenation and civilianization of the Hongqi brand.
The successive launch of strategic models such as Hongqi H5, Hongqi H7, Hongqi HS5, Hongqi HS7, and Hongqi E-HS7 have resolved consumers' sense of alienation from Hongqi and allowed them to see a new side of Hongqi.
Xu Liuping was able to achieve geometric growth in sales and exposure of the Hongqi brand in two years. I believe he also has the ability to make Hongqi "hardened into steel" and enter the million-dollar club.
Wei Jianjun: Reshaping the "Great Wall of China's Automobiles"
Before talking about Wei Jianjun, let's take a look at the report card handed over by Great Wall Motors this year: Great Wall Motors' annual sales volume was 1.06 million vehicles. Sales exceeded 1 million for the fourth consecutive year. The results of its four brands are all outstanding. Haval has won the sales volume of China's SUV market for the tenth time with a sales of 769,400 units; WEY's cumulative sales for the whole year exceeded 100,000, ranking first among Chinese luxury brands; Euler's sales volume was 38,800 units, a year-on-year increase of 1005.69%, and the reputation of quality small cars is gradually gaining popularity; the cumulative sales of Great Wall pickup trucks reached 148,800 units, winning the domestic and export championships for the 22nd time.
Great Wall's achievements were not achieved overnight, but were the result of a gradual and natural process. A careful study of Great Wall Motors' development path reveals that it has stepped on the right market node at every step, and this is naturally It is inseparable from the keen sense of key figure Wei Jianjun.
It is said that "Great Wall Motors started with pickup trucks." Wei Jianjun launched the pickup truck at the time of the pickup truck boom. Today, Great Wall pickup trucks still play an important role in the pickup truck market at home and abroad.
When the SUV market was still a blue ocean, he took the lead in launching Haval SUV products and fully enjoyed the dividends of the SUV market. Up to now, Haval H6 is still the best-selling SUV in the domestic market...
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While consolidating its position in the domestic market, Wei Jianjun has not stopped exploring overseas. The completion and commissioning of Great Wall's Tula factory in Russia, the successful implementation of the beam project, and the opening up of Great Wall pickup trucks all reflect this. The grand structure and energy of Wei Jianjun and Great Wall Motors.
Under the leadership of Wei Jianjun, Great Wall Motors has advanced in many directions, and its brand strength, product strength, and technology have developed in a favorable direction, forming a powerful synergy to reshape the automobile market structure.
Li Shufu: Let Chinese cars run around the world
Li Shufu has a famous saying, "Let Chinese cars run around the world." When I heard this sentence, the author was thinking , when you acquire all overseas car brands, don’t you mean that Chinese cars can be sold all over the world?
This is all a joke. No way, who made Boss Li's "acquisition business" flourish? Therefore, whenever a brand is about to be sold, Geely is always the first candidate in people's minds.
While we are seeing the continuous expansion of Geely Automobile’s territory, we are also seeing Geely Automobile’s prosperity under the leadership of Li Shufu. According to Geely's official announcement, its annual sales reached 1,361,560 units, exceeding its annual target and claiming the title of independent sales champion for the third time.
Is there any relationship between Geely Automobile’s success and Li Shufu’s acquisition journey? The author believes that there is. On the one hand, it has transferred its high-quality technology to its own brands through the acquisition of luxury brands, helping Geely to form its core competitiveness; on the other hand, the acquisition of luxury brands itself is a marketing tool that can effectively Enhance Geely’s brand power and influence. Brand power and technology are crucial to the growth of a product's sales.
As a digression here, what luxury brands does Boss Li plan to acquire this year?
Written at the end:
Some of the above "creation" figures are reversing the situation, some are creating miracles, and some are continuing their glory and reshaping the market. There is no peak in the auto market, and every step must be counted. This is especially true for "creator" players. There is still a lot of room for their efforts and performance.
Finally, I would like to encourage these car people who have the courage to create a new century with the word "Oli".
This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.