Che Xianren noticed that as the main selling automobile brand under the holding group, the cumulative sales volume of Geely brand in 2065438+2009 exceeded 1.2 million. By the end of 20 19, the cumulative sales volume of Geely brand was close to 9 million vehicles, and the sales target of 2020 14 1 10,000 vehicles remained unchanged. An Conghui, President of Zhejiang Geely Holding Group and CEO and President of Geely Automobile Group, made it clear that in 2020, Geely brand is confident to welcome the100000 Geely user.
If there is no accident, Geely Automobile is likely to become the first private car enterprise in China to realize100000 vehicles. Many analysts pointed out that the scale of 6,543,800+million vehicles not only means the change of its own scale, but more importantly, the structure of the enterprise will undergo major changes, especially the thinking mode of upstream and downstream cooperation, the overall income of the enterprise and the user reputation brought by 6,543,800+million customers, which all put forward higher requirements and development expectations for the enterprise.
For Feng Qingfeng, who has just taken over the Geely brand sales business, this is both pressure and motivation. From behind the scenes in the technical field to the front desk in the sales business, Feng Qingfeng's performance is still very dull. Some people say that Feng Qingfeng's character was tempered in the Geely Department for many years, and he was always embarrassed and indifferent. I remember that three years ago, a member of the negotiating team involved in the acquisition of Proton Lotus described that Feng Qingfeng told him a story during the most difficult negotiation. He remembered the most impressive sentence: "Geely came from the blood rain with tears."
100000 vehicles. From the outside world, this may be a KPI of the sales person in charge, but for Feng Qingfeng, he needs to consider it more comprehensively. Because people who know Geely understand that in the current system of Geely brand, sales volume is natural, and the hidden problems behind sales volume are the key to truly test Feng Qingfeng. What he needs to think about is how to make the Geely brand continue to develop forward in the market after 6.5438+million vehicles.
1
The qualitative change of100000 vehicles comes from the quantitative change in decades.
Although he has just been in office for a few months, Feng Qingfeng is still very busy. After working in Geely for so many years, he doesn't like to sit and talk, whether he is doing technology or sales. On the contrary, he likes to go to the market to listen to the most authentic voice. Although the resumption of work and production is just on the right track, the whole industry can't wait to grab sales and get back the sales tasks of the past few months, but what Feng Qingfeng sees is more dealer service and consumer feedback. As for sales, he didn't say much.
By the end of 20 19, Geely Automobile had sold nearly 9 million vehicles. In 2020, according to the sales target of Geely brand1400,000 vehicles, Geely is expected to break through the sales scale of10,000 vehicles this year, which is a historic achievement for an independent private automobile enterprise. Since An Conghui put forward the slogan of "Welcome100000 Geely brand customers" in his New Year message in 2020, Geely Sales Company has been gearing up from top to bottom.
/kloc-what does 0/00000 vehicles mean to an enterprise? According to the data, from 1980 to now, there are less than six automobile brands whose sales volume exceeds100000 in China market. It took 30 years for the first brand to complete100000 vehicles, 23 years for the second household and 20 years for the third household ... and they were all joint venture brands. Compared with these enterprises, Geely started from "poor and white". Unless there is an accident, the Geely brand100000 vehicles have only been used for 19 years.
Geely brand automobile matrix
From 65438 to 2009, Geely went from a "stepping stone" model to 23 subdivided products today; From the first A0 class car to the full coverage of the passenger car market segment; From just making cars to the diversified technical route layout of SUVs, cars and new energy sources today ... These figures show the bits and pieces behind Geely100000 cars.
The financial report of Geely Automobile shows that the market share of Geely Automobile increased to 6.5% in 20 19, an increase of 0.3 percentage points compared with 6.2% in 20 18. In terms of bicycle price, the average price of Geely bicycles in 2065,438+09 reached 74,457 yuan, slightly higher than that in 2065,438+08. In the past ten years, the compound annual growth rate of Geely Automobile has reached 6.4%. In the past five years, Geely Automobile has achieved a compound growth rate of 30%, becoming the first brand in China and the first camp in the automobile industry. At present, the sales volume of Geely's 65,438+ten thousand yuan models accounts for more than 39%, increasing by 10 times in seven years, which is one of the main sales price segments of Geely.
Unlike other excited people, Feng Qingfeng may be under great pressure. Facing the expectations of the outside world for Geely brand, this Xinjiang man thinks more than just completing the sales task in 2020. The present situation is clear. If we only make up 654.38 million vehicles, Geely will not lack talents. It is no exaggeration to say that Geely's products, sales and brand system today can completely make up for this sales task. Since 20 17, the annual sales volume of Geely Automobile has exceeded one million. The latest data shows that Geely Automobile sold 73,000 vehicles in March, an increase of 245% from the previous month, and the recovery rate was obvious. Especially from June 5438 to February, the market share rose to 7.3%, ranking third, second only to FAW-Volkswagen and SAIC-GM. Feng Qingfeng should consider how to consolidate the Geely sales system in 2020 more realistically, and even consider the longer-term development route of Geely brand after 6.5438+million vehicles, and see the Geely brand "the next 654.38+09" at a glance.
2
From 1 million to 10 million, the Geely sales system after a word change.
/kloc-what changes will 0/00000 vehicles bring to an automobile enterprise? A person in charge of a joint venture car company that broke through the scale of 10 million vehicles once told the car prophet that after 65.438 million vehicles, the company's procurement, sales, R&D, brand and capital will undergo tremendous changes. Many people think that large-scale enterprises will reduce procurement costs, but in his view, large-scale enterprises will slow down efficiency, and a risk that is not easy to find may affect the whole body. It is difficult for an elephant to turn around, which is what he regrets most about the car prophet.
For Geely, these concerns are not alarmist, especially in sales business, whether it is scale or quality; Cost-effective or service; Heavy SUV or heavy car; There are no standard answers to these questions, especially for the developing China automobile market, where one person has one idea and one person has one demand, and the sales of enterprises have no precise direction. Balance is a must, especially after this epidemic, no one knows the future direction of the auto market.
In Feng Qingfeng's view, from 20 18, China automobile entered the era of stock. In 2020, Geely's sales volume of 65,438+0,465,438+0,000 can't be achieved by the old method, and the market will not grow. If you want to accomplish this sales task, you must grab it from others, which means that Geely's sales must be better than others in all aspects in order to grab customers.
Feng Qingfeng pays attention to market share, but unlike other enterprises, he doesn't want to look at market share alone: First, Geely can't win by price, but depends on price reduction to ensure scale. In the short term, price reduction harms the interests of the whole sales system of enterprises and distributors, leads to the decline of income and profits, affects the R&D, sales and service of enterprises, greatly reduces the sales enthusiasm of distributors, and even leads to conflicts among manufacturers. Such market share is meaningless. From another point of view, price reduction seems to save money for consumers in the short term, but in the long run, the quality of products, technological updates and services of enterprises can't keep up, and ultimately the interests of consumers are harmed.
Second, to increase market share is not simply to measure prices, but to upgrade products and services as a whole to a higher level. Feng Qingfeng has seen this clearly. This year, he completed the scale of 6.5438+million vehicles. He hopes to use the used car business as a new profit source for dealers, provide comprehensive training for dealers, and turn used cars into products through dealers, thus boosting the rapid rotation of new cars and used cars and forming a closed loop of sales services.
Third, ensure the balanced development of product segmentation. There is a saying in the automobile industry that SUV is the carrier of sales profit, and car is the comprehensive embodiment of the manufacturing strength of the automobile industry. The balanced development of SUV and car models of car enterprises not only conforms to the marketing law, but also increases the choice space of consumers. Geely's performance report shows that in 20 19, Geely's SUV sales accounted for 59% of the total sales, and car sales accounted for 39%. Although SUVs account for 20% more than Bibi cars, according to the data released by China Automobile Association, the sales of SUVs and cars decreased by 6.3% and 10.7% year-on-year in 20 19. The SUV market performs better than the car market. With the addition of MPV models, the product pattern of Geely Automobile will be more balanced and stable in the future.
three
Geely can't lose the "problem culture"
"Finding problems is a good thing, solving problems is a big thing", which is a well-known phrase of many Geely employees, and it is also the "problem culture" that Li Shufu injected into Geely, even in Geely headquarters and factory office areas. As an old employee of Geely, Feng Qingfeng has a deep sense of identity with this sentence.
Some people say that the epidemic lasted too long, delaying all the sales time, but in Feng Qingfeng's eyes, the epidemic exposed the problems and gave enterprises time to deeply reflect on the problems neglected in the past and solve them as soon as possible. Since March, Feng Qingfeng has found that there are still many problems in Geely during his visit to the terminal market. What he wants to solve next is not temporary sales, but solving these problems that were ignored by everyone in the past high-speed growth.
During the epidemic period, Geely introduced the concept of "healthy car" for the first time, and CN95 air conditioning filter for vehicles was listed in 20 days, which once caused widespread controversy. Some people say that Geely has done a good job, some people say that Geely is a hot spot, and some people say that it is impossible to make a filter element with CN95 effect in such a short time. Geely did not respond to these comments. Because Geely's original intention and process of doing this is completely different from what everyone outside thinks.
Geely did this not only from this epidemic, but from these years, it has been developing the air quality technology in the car, and there is a special team to study the materials and air purification systems used in the car. After the outbreak of the epidemic, Geely's sales team found for the first time that the diversified needs of consumers in the past have become focused on safety and health. Geely applies this technology to products, so that consumers can experience this technology for the first time, which is the key to grasp the needs of consumers.
"In the future, the products and services of enterprises should let ordinary people vote in RMB." Feng Qingfeng believes that in the past, everyone was developing in the incremental market and doing absolute things, one after another; Now it is the stock market, which is about relative quantity. Whoever does well will be bought by consumers.
A dull quarter has passed, and Geely brand has also handed over a dull data: in the first quarter, Geely automobile sold 206,000 vehicles, 1-2 months, and its market share rose to 7.3%. By the end of March, the order volume of Geely ICON just listed reached 30,627 vehicles, of which 70% were top models. Some people may say that this report card is not brilliant, but Geely increased by 245% in March under the general environment that the overall industry declined by 48. 1%. These data show that the Geely sales team led by Feng Qingfeng is still thinking and trying to find a way, but it is not yet time to say the result, because what is before them is not as simple as expanding the sales figures, but to constantly zero the results, find ways in finding problems, and find new problems in the way.