Text: Second brother head
2021 is a year for Great Wall Motors to ride the wind and waves in the capital market.
From 37.26 yuan at the beginning of 2021 to 48.54 yuan at the end of 2021, Great Wall Motor's stock price rose by 30.26%, during which it gained 6 stops, and the current total market value reached 411.543 billion yuan (January 11), ranking 2/24 in the market value of the automobile sector.
A few years ago, the heavy warehouse of Great Wall Motors is now basically making a lot of money.
First, sales are fundamentals
The capital market evaluates auto companies, and sales volume is a fundamental.
Although from a macro point of view, this year's car market is indeed not too peaceful, the market environment is far more complicated than last year: chip shortage, repeated epidemics, rising raw material prices, frequent natural disasters... All these macro factors directly threaten the living environment of car companies.
However, under this background, Great Wall Motors still achieved eye-catching sales results: in 2021, Great Wall Motors sold 1280993 new cars, an increase of 15.2% year-on-year, a record high; overseas sales of 142793 existing cars, an increase of 103.7%; and the cumulative sales of new energy vehicles 136953, accounting for 10.7% of total sales.
By brand, Haval brand sales in 2021 770008 vehicles, an increase of 2.6% year-on-year; The Euler brand sold 135028 vehicles in 2021, an increase of 140% year-on-year; Wei brand sold 58,363 vehicles in 2021, with a cumulative user exceeding 450,000; tank brand deliveries continued to rise, delivering 84,588 vehicles throughout the year, accounting for more than 50% of the market share in China's off-road vehicle market; Great Wall pickup trucks sold 233006 vehicles in 2021, an increase of 3.6% year-on-year. Overseas sales of 43,599 vehicles, a year-on-year increase of 119%, for 24 consecutive years to maintain the first domestic and export sales, the global cumulative sales exceeded 2 million.
Therefore, we can see that Great Wall Motors is not only a rare enterprise that realizes the diversified development of brands, but also an enterprise that can achieve high-speed growth with quality for a single brand.
Before 2002, Great Wall Motors was a well-deserved leader in the domestic pickup truck market, and its sales volume and export volume remained the first in the industry.
But Wei Jianjun was not satisfied with the status quo, and entering the passenger car market has always been his dream, so in May 2002, the first SUV of the Great Wall was launched, which opened the door to suvs.
In 2013, the Great Wall went further, the Haval brand was established, focusing on the SUV market, perhaps the Great Wall at that time did not expect that the Haval brand would eventually become a legend in the Chinese and even world SUV market.
After that, WEY, Euler, Tank, Salon and other brands have become independent, and great wall has become the most representative enterprise with multiple sub-brands in China.
The advantages of this are obvious, the sales volume of the Great Wall in the past few years has been maintained at around 1 million, it is difficult to have a big breakthrough, the core reason is that the product is relatively single, and the sales volume is difficult to rise.
But from 2020 onwards, the Great Wall of a number of brands together to work together, last year is the Great Wall Motor's product year, a total of 25 new products launched, and the route taken is not to win by volume, these 25 models have been born a number of explosive models, such as tank 500, tank 300, Euler good cat and many other models are set off a wave of ordering.
Reflected in the sales level is the overall continuous upward breakthrough.
Although Great Wall Motors has not yet released this year's financial report data, it is certain that Great Wall Motors' 2021 revenue and net profit and other indicators will be more beautiful, and the reason for this judgment is that in addition to the new high sales of great wall motors, great wall motors are rare brands with rising volume and price.
According to the financial report of the third quarter released by Great Wall Motors, the average bicycle price of Great Wall Motors reached 102,700 yuan, an increase of 12.50% year-on-year, of which the hot sales of tank 300, Weipai Maqiduo DHT and other models were indispensable. Then, with the listing of high-premium models such as tank 500 and mecha dragon, the financial performance of Great Wall Motors will only be better.
Second, technological innovation is a continuous driving force
In modern times, technological innovation has become the main driving force of social development: in the 18th century, the steam engine triggered the first industrial revolution; in the 19th century, the motor and chemical industry triggered the second industrial revolution; in the second half of the 20th century, information technology triggered the third industrial revolution.
Therefore, the capital market looks at the logic of the enterprise, in addition to looking at the market performance, it also pays extra attention to whether the enterprise has stepped on the wind of the times, and whether the released technology has imagination?
This is also the reason why Tesla's market value of 700,000 yuan per year is several times that of Volkswagen, which sells tens of millions of dollars a year.
The same is true of Great Wall Motors, which can be successful in the capital market in 2021, mainly because the Great Wall has stepped on the wind of the times, and various technological innovations have aligned with the appetite of the capital market.
At present, there are only two widely recognized outlets in the automotive track, one is new energy and the other is intelligence.
First of all, new energy, compared with Tesla, Weilai, Xiaopeng and other all in pure electric enterprises, the Great Wall is taking the road of parallel development, pure electric and hybrid and even hydrogen energy are in their development planning.
The reason is also easy to understand, on the one hand, the traditional OEMs led by the Great Wall are limited by the volume and historical baggage, all in pure electricity is not realistic, will be a great weakening of their own advantages; on the other hand, they are very good at "judging the situation".
According to the national development plan for the new energy automobile industry, by 2025, the annual sales volume of new energy vehicles in China will only account for 20%, so at least in the next 10 years, hybrid vehicles will still be the main force in the market.
In the field of pure electricity, Hive Energy released the first new energy battery technology that never catches fire in China - Dayu Battery Technology to enhance the safety of power batteries to a new height in the industry; Euler Cherry Cat is equipped with the world's first cobalt-free battery, marking an innovative breakthrough in the research and development of material base for Chinese lithium battery companies.
In the field of hybridization, lemon hybrid DHT technology has been successfully applied in Macchiato, Haval H6S and latte products, breaking the Japanese brand break, and PHEV models have also been launched.
In terms of hydrogen energy, Great Wall Motors released a hydrogen energy strategy in March last year, establishing an international -- production - storage - transportation - addition - application" integrated supply chain ecology, covering hydrogen fuel cell systems, fuel cell stacks, on-board hydrogen storage systems and key components.
In addition, at the manufacturing end, Great Wall Motors will also realize Great Wall Motor's first zero-carbon factory in 2023 through energy structure adjustment and low-carbon process application, and establish a recycling system of the automotive industry chain to maximize economic, environmental and social benefits.
In terms of intelligence, the layout of Great Wall Motors is more refined: released the world's first intelligent wire-controlled chassis, integrating five core chassis systems such as wire steering, line-controlled movement, wire-controlled shifting, wire-controlled throttle, and wire-controlled suspension; released an intelligent cockpit platform; released IDC3.0 automatic driving computing platform and other technologies...
In addition to releasing new products in technology, Great Wall Motors also chose a strong combination, and in February Great Wall Motors completed a strategic investment in horizon, an industry-leading automotive intelligent chip company, and in December, Great Wall Motors completed a strategic investment in the industry's leading third-generation semiconductor company, Tongguang Shares.
Up to now, Great Wall Motors already has four intelligent organizations: Product Digitalization Center, Millima Zhixing, Xiandou Intelligence, and Nuochuang Technology.
Of course, the above technological innovation is only a presentation of achievements, and the fundamental reason that ensures that Great Wall Motors can continue to file in technological innovation lies in the fact that Great Wall Motors is willing to invest in research and development.
According to the official data released by the Great Wall, in the first three quarters of 2021, the R& D expenses of Great Wall Motors have exceeded the whole year, and in the next five years, the Great Wall will invest a total of 100 billion yuan to ensure a leading edge in technology.
In terms of talents and R&D bases, in 2020 and 2021, Great Wall Motors issued two phases of equity incentives, with a total of more than 12,000 recipients, covering 50% of core employees, becoming the largest and most extensive equity incentive plan in the history of A-shares; launching the "Ten Thousand People Plan" and "Global Talent Living Water Plan" to ensure the vitality of Great Wall's entire enterprise in science and technology.
Thirty years after its establishment, Great Wall Motors sounded the trumpet and marched towards the "global intelligent technology company", and technological innovation was placed in the first place, which is the fruit of Great Wall Motors after deeply practicing this concept.
Third, the strategic height determines the development trend
In the commercial battlefield, the strategic height of enterprises often determines the development height of enterprises, and Great Wall Motors has been double affirmed in the capital market and consumer market in recent years, which is also a proof that its development strategy has been affirmed.
In 2021, Great Wall Motors took the lead in releasing the 2025 strategy, with the four major strategies of "global layout, large investment in research and development, great change of enterprises, and large operation of users" for a new deployment to 2025, achieving annual sales of 4 million vehicles worldwide and operating income of more than 600 billion yuan.
In addition, in this year, Great Wall Motors also reconstructed the company's organization, mechanism, process and enterprise ecology, forming a 3.0 version of the organizational structure of "strong back office, large middle office, and small front desk".
According to the official explanation: a strong backstage is to reserve the best quality, more cutting-edge technology, including the quality of the mechanism, human resources policy, strategic layout, capital operation and so on. The small front desk is a number of operation organizations built by Great Wall Motors in accordance with the concept of "one car, one brand and one company", and the large middle desk is coordinated and coordinated, and timely supplies and support are given at any time in the operation of the small front desk.
This management structure is significantly flatter, and individual teams and decisions can concentrate superior resources, obtain faster response speed and management methods, and improve efficiency. Corresponding to the marketing team, it can also make more accurate communication and sales, and use more targeted services to improve brand influence
It is worth mentioning that Great Wall Motors is also the first car company to launch a rotation system, and with this as the core, it has created a diversified and complementary senior management team.
When user management becomes a compulsory course for every enterprise, Great Wall Motors is also excluded, continues to deepen the transformation of B2B to C2B user operation model, and creates value for users by continuously opening up the value chain of the whole life cycle of automobile consumption, and realizes co-creation, sharing and win-win with users.
From the company's fundamentals, Great Wall Motors is in an upward trend in both basic directions of technology and products, and some areas have achieved leadership, and then, Great Wall Motors continues to create value in the user link, open up each link, and obtain the dual recognition of the consumer market and the capital market.
Write at the end:
2021, is the second year of the Great Wall Motor in the era of "Great Wall Motors can survive next year", in this one, Great Wall Motors began to honor the efforts made for change, from new energy to intelligence, from the core card neck technology of the industry to user operation, standing at this key node, Great Wall Motors is using a forward-looking perspective, accumulating technology, efficient management system to complete the transformation, there is reason to believe that Great Wall Motors will usher in the Chinese automotive industry continues to rise, steady forward.