For enterprises, the sense of crisis is almost accompanied, especially at the moment when the epidemic is raging, some enterprises are tottering, some disappear, and some turn to safety, and behind this, they are all prepared for danger in times of peace.
For the car circle struggling in the cold winter of the car market, the sense of crisis is no longer a rainy day, but a struggle in a stormy building. Just like in the 30th anniversary of the Great Wall, what Wei Jianjun did was not to review the past achievements, but to question the soul in a micro-movie: Can Great Wall Motor survive next year?
However, this "sense of crisis" is not unique to the Great Wall, and Wei Jianjun is not the only one who looks forward to the future. When the time has reached the second half of 2020, there are still many uncertainties in front of these car companies.
"sense of crisis" under turmoil
As Wei Jianjun said, the original intention of the Great Wall 30th Anniversary Microfilm was to warn myself that Great Wall Motor should be open and transformed, instead of being a traditional industry as before.
Now the difficulty of independent brand is obvious. The gap between them and joint ventures and luxury brands is widening. Since 20 18, the market share has been declining, falling to 42. 1% the year before, and further falling below the red line of 40% last year. As of June this year, the market share of self-owned brand models is only 32. 1%, which is nothing.
It is an indisputable fact that Great Wall Motor's profit margin is declining. According to its interim results report in 2020, its total operating income in the first half of the year was 35.929 billion yuan, down 65,438+03.17% year-on-year. The net profit attributable to shareholders of listed companies was1153 million yuan, down 24.02% year-on-year.
To this end, Wei Jianjun said: "We have to think about it. What about the pigs that have been blown up when the wind is small?" Obviously, he has foreseen that the future development of Great Wall Motor is not optimistic, but it is still far from the Great Wall.
For example, Zhu Huarong, Chairman of Changan Automobile, said on the eve of the 2020 TEDA Automobile Forum: "In recent years, I insisted on putting forward at the two sessions that' it is a top priority for China's automobile industry to quickly enhance China's automobile brand power', which is particularly important in the current grim situation."
According to Changan's performance forecast for the first half of the year, it is estimated that the net profit attributable to shareholders of listed companies will be 2-3 billion yuan, up 65,438+089.28%-233.93% year-on-year. In the first half of the year, the automobile market decreased 16.9% year-on-year. This achievement of Changan Automobile does have a trend of bottoming out, but does this mean that the crisis has been lifted?
Independent brands have a sense of crisis, and so do multinational car companies. In June 5438+10, the chairman and CEO of Volkswagen, Edith, made an impressive remark. He said that it is necessary to speed up the reform of Volkswagen business to avoid becoming another Nokia.
At that time, Volkswagen had just scored 20 19. The automobile sales of the whole group increased by 1.3% year-on-year, and the most important China market sales also increased by 0.6% year-on-year, and the market share increased to 19.8%.
But Edith didn't see the sales results? However, under the wave of electrification, Volkswagen's technology accumulation is still relatively weak, and it is difficult to resist the impact brought by the continuous influx of new car-making forces headed by Tesla.
Half a year later, under the repeated epidemic, Volkswagen's sales in China in the first half of the year still outperformed the overall auto market, and its market share increased by 0.7% compared with the previous year.
But even so, the sense of crisis has always been accompanied. At the media communication meeting of Audi ag (China) 2020 interim results, Dr. Feng, CEO of Audi ag (China), said that only 8 of the more than 40 new energy vehicle start-ups are still alive. "Some brands have launched very beautiful models, but the business model is unsustainable."
Therefore, for the public who have invested in dozens of models in the market, we should understand what a sustainable success model is while changing customers' behaviors and concepts.
At the same time, he stressed: "We must learn and absorb new things and adjust the whole system. Both infrastructure and distributors must find new ways to interact with consumers. "
The new forces of making cars make traditional car companies feel the crisis, but the "crisis" is more common for new forces, such as Weilai Li Bin.
The credit line of 200 greatly reduced the financial pressure, and the stock price and sales volume increased. Established six years ago, domestic listed car companies ranked fifth in market value. At that time, Wei Lai seemed to be very different from the situation that had been "hanging by a thread".
But Li Bin is not happy. At the 2020 Chengdu Auto Show, he bluntly said that Weilai had crossed a line of life and death in a short period of time, and the gross profit margin increased and profits were constantly turning losses. "But whether we can win the future and win the competition in 2025 and 2035, I think this pressure is getting bigger and bigger because the time window is getting narrower and narrower."
In his view, it is easy to solve the current problems, but it is often more difficult to make decisions for the future. "Because you never know what the decision made today will mean in three to five years, but cars are long-term products." This is the biggest challenge that Weilai will face this year.
In order to "appease" the second half of the year
Kazuo inamori said: "The sense of crisis and hunger of leaders is the biggest driving force for the growth of enterprises." A sense of crisis can also enable enterprises to start a new round of layout faster and more accurately. Now, the second half of 2020 has arrived, the winter is not over, and the epidemic is raging. What should they do as the helmsman?
As we all know, Great Wall Motor vigorously promoted the global layout last year. However, with the global outbreak of COVID-19 epidemic and its impact on Sino-US relations, it has brought many uncertainties.
In this regard, Wei Jianjun said frankly that globalization cannot be achieved overnight. "In the past, we were fast. In the future, we must combine protracted war, guerrilla warfare and positional warfare, but we must continue to challenge anyway. "
At the Great Wall Motor Technology Brand Conference, Great Wall released three global and future-oriented technology platforms with clear division of labor.
"Lemon" is positioned in the global high-intelligence modular technology platform, emphasizing vehicle performance, covering the global SUV, car, MPV market, and four power schemes such as pure electric, hybrid and hydrogen fuel.
"Tank" is positioned in the global intelligent professional off-road platform and is committed to providing users around the world with the ultimate off-road experience; "Coffee Smart" is the smart brand of Great Wall Motor, which aims to create a smarter and more comfortable car experience for users.
At this year's Chengdu Auto Show, a variety of heavy new cars appeared on the Great Wall. At the scene, Wei Jianjun said: "In the future, the appearance of cars may be like women's clothes, which are not expensive but change every day, and you can see novelty every day. Cars, like people, are changing in consumer psychology and values. It is our expectation to turn products from niche to fashion. "
In a word, it seems that the future development direction of Great Wall Motor has been completely revealed. Li Bin, who is under pressure, said that entering the global market is the only way out for Weilai.
"Weilai positioning high-end models must definitely enter mainstream high-end markets such as Europe and the United States." Li Bin said that it is reported that Weilai spent a lot of time discussing the global plan from the end of last year to the beginning of this year, and set up a special internal inter-departmental organization to plan the global market and strategy.
However, Li Bin did not disclose much about the specific planning. To sum up, Weilai's global layout has gradually entered the implementation state, especially for the American market, Li Bin has already had a good idea.
In terms of products, it is reported that Volkswagen will enter a new height in pure electric vehicles this year. According to Feng, from 65438+February 2020 and 65438+February 2026 10, the ID models produced by Volkswagen in China will come out before the Spring Festival.
In addition, under the condition that the offensive and strategy of new energy vehicles remain unchanged and the investment and vehicle launch plans remain unchanged, Volkswagen has also made progress in increasing its shareholding in Jianghuai Volkswagen. "We are full of confidence in China's next new energy vehicle market, and the group will also advance at full speed." Feng said to him.
For the second half of 2020, Feng's attitude is "cautiously optimistic". In fact, he is not alone. For most car enterprise leaders, these four words have become "standard answers". For example, two days ago, Yang Ming, president and CEO of Beijing Benz Sales & Service Co., Ltd. (Mercedes-Benz Sales Company) gave the same answer.
To some extent, "sense of crisis" can't kill the helmsman's expectation for the future. Although the "sense of crisis" may keep them awake all night, at the same time, they are not afraid.
As Wei Jianjun once said: "Business is not prosperous, it is always in adversity." Therefore, although the automobile industry will be full of crisis in the second half of 2020 and even in the future, the helmsman has also found a way to ride the wind and waves.
Not to mention how difficult it is to ride the wind and waves, but they all know: "If you don't fight, others will fight."
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