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Editor-in-Chief | Zhang Kehuan
Edit | Zhang Li
Author | Fu Yu
Reports from The GreatAuto
Headwinds are rising, and the independent brands in 2021 have played a beautiful counterattack.
As we all know, since 2017, the trend of China's auto market has continued to decline, coupled with the epidemic in 2020, and the successive natural and man-made disasters in 2021, which has continued to trigger various crises in the supply chain of the automotive industry. Among them, the impact of lack of core has become the biggest constraint on the development of various car companies in the past two years, and has also become the culprit that has led to the continuous decline of China's passenger car market for several months in 2021. At a time of crisis, independent brands have bucked the trend and have maintained market share growth for eight consecutive months since April last year. After the victory in the big market, the various generals are also worthy of our careful review.
GREATAUTO
GAC Zeng Qinghong
Three years in office, continued challenges
Zeng Qinghong, who was born in 1961, is over 60 years old, and according to normal thinking, after the time of this year's employment period, he should start to enjoy his old age. But at GAC's first extraordinary shareholders' meeting in 2021 in October last year, Zeng Qinghong was again elected chairman of the company's board of directors. Zeng Qinghong, who has been at the helm of the GAC Group for five years, was able to be re-elected again because of the achievements he has made in leading the GAC Group. From 2016 to 2020, during the five years that Zeng Qinghong took the helm of GAC Group, the group's revenue also increased from 49.4 billion yuan to 63.2 billion yuan, an increase of 27.9%.
In the challenging year of 2021, GAC Group also handed over a good answer sheet with a high degree of completion. Based on the Group's cumulative sales of 1,910,716 units from January to October 2021 and a single-month sales volume of more than 200,000 units in November, the Group's recently announced estimated sales target of 2.113 million units is within reach.
Under the background of the complicated situation, it is naturally inseparable from Zeng Qinghong's insistence on the high-quality development and innovation consciousness of GAC Group in recent years. "Don't be afraid of floating clouds to cover your eyes" and "Chaotic clouds are still calm", these are the two poems that Zeng Qinghong quoted in mid-2021 to the performance of GAC Group in the first half of 2021. Indeed, in the context of the continuous chip crisis and repeated epidemics, GAC Group can maintain "concentration", continue to maintain production, stabilize orders, and accelerate the transformation of the group in addition to achieving stable growth in the group's annual performance, which is a challenge for the group and Zeng Qinghong.
Standing in the first year of the 14th Five-Year Plan of GAC Group, while adhering to performance, in the face of the change of industry trends, Zeng Qinghong, a veteran, also needs to decisively turn the rudder. In his view, under the wave of "new four modernizations", the primary condition for achieving technological transformation is talent war, and this point GAC Group can also be regarded as one of the models of the industry. Under the dual route of talent introduction and training, GAC Group has set up a solid and powerful R&D team.
Five years of dedication allowed Zeng Qinghong to sign a three-year contract in this position once again. Different from the previous blind pursuit of performance, the next three years have also put forward higher requirements for the veteran, and we will wait and see.
Gilly Lee Shufu
Connect with dots and bloom in full bloom
Li Shufu in 2021 has changed significantly, unlike the "car maniac" who often appears in front of the camera before, this year he is completely relegated to the background. Li Shufu, who is not easy to stand on the platform, seems to have only appeared at the Star-Vietnam L listing conference in July 2021.
But even if he doesn't show his face, he can't hide Li Shufu's "love to toss" personality. After several years of layout, the overall pattern of Geely in 2021 has been opened, and the sales empire supported by the previous car has also begun to show a trend of hundreds of controversies. For example, the Xingyue L, which was stationed by Li Shufu himself, is another boost to Geely's high-end sequence, and it is also the beginning of Geely's release of "China Star". In the second half of the year, China's star sequence products continued to record high sales, supporting Geely for a day.
In addition, in 2021, Geely's long-planned extreme krypton was also officially unveiled in front of the stage. From the official release at the beginning of the year to the end of October, by the end of November, the extreme Kr 001 has delivered 2211 vehicles. After the official delivery of Kr, Geely's product sector has been further enriched, from fuel vehicles to new energy vehicles, and then to high-end new energy models, full blooming.
If the extreme krypton and the "China Star" high-end sequence are the focus of Geely's appearance in 2021, then Lynk & Co, which has been established for five years, has gained a foothold in 2021 and gradually faded. Once Lynk & Co may have been a niche brand, but after the cumulative number of users this year is 600,000, the term niche may no longer be suitable for it. Lynk & Co began to enter the vision of more people in 2021 and was recognized by more users. Continuous and stable monthly sales of more than 10,000, making it also an important bearer of Geely's sales.
Through the first two decades of running, Geely in 2021 has formed a comprehensive advantage of the group through various brands and camps. Not only has the unit price of models risen sharply, but high-end brands have gradually gained a foothold. And in this context, Old Li seems to be pursuing his next challenge. Recently, the news of "Li Shufu made a mobile phone" has become a hot spot at the end of 2021. When many technology companies crossed the line to build cars, he did the opposite. Just like when he acquired Volvo passenger cars, everyone was not optimistic, maybe this retrograde he can create a miracle again.
Great Wall Wei Jianjun
Take big strides and focus on market segments
In the past two years, we have seen at a glance the soaring market value of the new energy automobile industry, but few people have paid attention to the fact that there is also a soaring car company among its own brands. From more than 20 per share a year ago to more than 60 per share now, Great Wall Motor's market value has more than doubled in this year. Under the leadership of Wei Jianjun's tough guy style, the Great Wall has not only risen sharply in market value, but also lit up its product level across the board.
After the release of the three major technology brands of lemon, tank and coffee intelligence in 2020, the Great Wall in 2021 began the gradual listing of new products of the three major brands, opening a new product cycle. From the launch of a number of new products at the Shanghai Auto Show in April, to the first launch of the DHT hybrid at the Chengdu Auto Show, the multi-vehicle release of the tank brand, and the grandeur of the Munich Motor Show, this year's major auto shows have almost become the performance stage of the Great Wall. Whether it is a fuel vehicle, a new energy vehicle, or a hybrid plate, the Great Wall in 2021 will continue to push new.
In addition to the continuous new products, the Great Wall in 2021 will go further. "In the past year, Great Wall Motors has accelerated its global production and marketing layout, released its European strategy, marched into the global high-end market, put into operation the Rayong plant in Thailand, consolidated its influence in the ASEAN market, and continued to improve in many overseas market segments, setting a new record overseas sales volume." Wei Jianjun expressed this in an interview at the not long ago Central Economic Work Conference.
Indeed, in 2021, the Great Wall will be more determined in the matter of "going out". Different from the export of previous products, in 2021, the Great Wall will accelerate its industrial layout in Southeast Asia, Europe and other places, and build factories around the world, which is also a major performance of the Great Wall's deep penetration into the local market. Under the global strategy of several years, the global sales of Great Wall Motors in 2021 have also been further improved, and the sales volume in the first eleven months of this year has exceeded that of last year, which is very rare under the uncertainty of the epidemic and the challenge of lack of core.
Wei Jianjun, represented by tough guys, never seems to have bothered to follow the crowd. For example, in 2021, Great Wall Motors still insists on its maverick behavior in the market segment. Among them, through the independent tank brand, great wall is determined to break the category barriers of urban SUVs and off-road SUVs and occupy a new track, which is also an important strategy of great wall in 2021.
Chery Yin Tongyue
Implement the technical route and aspire to build a "century-old store"
"Technical Science and Engineering Man" has always been one of the labels of Chery Automobile in the industry. Indeed, the helmsman Yin Tongyue's origin in automobile manufacturing at Anhui Institute of Technology has cast a veil over Chery from the beginning. In the later development, Yin Tongyue also adhered to the line of technology, he once said: "We must attack the engine, the engine that is bought with money is dead technology, and Chery must master the living technology." "Chery not only broke through the barriers of Chinese automobiles in engine technology in the early years, but also continued to implement the technology-led production route in recent years.
Unlike Li Shufu, who gradually retreated behind the scenes, Yin Tongyue, who was a young man, is still running in the front line of Chery Automobile production, and he can still be seen at large and small press conferences. But while adhering to the traditional technical route of fuel vehicles, in the increasingly competitive automobile market, the polytechnic man has gradually learned something new.
Different from hard-core technologies such as traditional engines, under the current wave of "new four modernizations", Chery needs to keep pace with the times in new technologies. "The automotive industry has a history of more than 140 years, and today it has undergone very big changes. But the automotive industry itself is an industry that keeps pace with the times, and it is an industry that can constantly accommodate the management changes, technological innovations, and new ideas born from other industries. Yin Tongyue once expressed in an interview.
At the beginning of 2021, Chery's intelligent network "future factory" officially started construction, which is also an important symbol of Chery's transformation from traditional cars to smart cars. "The project will help Chery improve its production capacity, technical level, manufacturing level and enterprise management level, and further improve the layout of the automobile industry in the whole value chain." Yin Tongyue once said at the opening ceremony that he would further explore the various possibilities of Chery's intelligent technology research and development and production.
From the study of traditional technology to the transformation of new technologies, in the history of Chery's development, the word "technology" has always run through it, which is Yin Tongyue's feelings and the foundation on which Chery is based. Building a century-old shop of a car company is Yin Tongyue's goal, and it is also the original intention of Chery Automobile Technology.
Write at the end:
China's independent cars, which originally lagged behind the development of foreign car brands, are gradually occupying the highlands after decades of catching up. Among them, the above-mentioned enterprise helmsmen have almost witnessed the whole process of establishing the growth of their own brands.
Go with the flow, take advantage of the situation, create momentum, and ride on the momentum! Nowadays, most of the self-owned brand leaders who have become rare are also opening up new ideas with the changes of the times. This is also one of the important reasons why independent brands can rise against the market in this "bloody rain" of 2021.
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