Author | Guan Xuejun
Source | Car selection network
On January 14th, great wall motor mocha DHT-PHEV - Wei brand "0 anxiety intelligent electric" under the new category of the first flagship model in Baoding grand listing, marking the Great Wall Motor has created a new category, and created a new "brand". The continuous emergence of new categories is behind the strong driving force brought by model innovation.
When people still take the brand model of BMW and Mercedes-Benz to examine the road to the development of Chinese brands, Wei Jianjun has played the brand to a dazzling degree, and peers, scholars, and media people believe that Wei Jianjun's brand road has gone astray and detoured. But Wei Jianjun has his theory - the category is the "specialty" in the hospital, and the brand is built according to the "specialty". One category captures the largest share in one market segment, and achieves overall success with the success of multiple categories. In most people's opinion, why is the Haval brand being mentioned less and less? This completely subverts the traditional theory of the success of car brands.
What is "0 Anxiety Smart Electric"? The Great Wall's explanation is that it is an intelligent plug-in hybrid vehicle. Plug-in hybrid vehicles in the traditional sense cannot be said to be intelligent, because the intelligent system consumes a huge amount of electricity, so it is difficult to carry an intelligent system on the traditional power vehicle, so intelligence is reflected in pure electric vehicles.
However, Wei Jianjun has installed the intelligent system on the hybrid car, which not only sets a precedent, but also surpasses the current intelligent electric vehicle in some fields. This is not to mention, the car's 0~100 km / h acceleration time is only 4.8 seconds, breaking into the "5 second club" of fuel vehicles, throwing the hat of hybrid car acceleration difference into the Pacific Ocean, fully meeting the requirements of young people for acceleration.
At the same time, there are also outstanding performances in terms of economy: "Mocha DHT-PHEV with the advantage of high coverage of electric drive scenes, 0 Anxiety Smart Edition can achieve WLC 100 km loss fuel consumption as low as 5.55L, WLTC 204km electric endurance; 0 Anxiety Performance Edition can achieve WLTC 175km electric endurance, WLTC 100km power loss fuel consumption as low as 6.3L." The comprehensive endurance of the new car has reached 1000+km, which is far better than the 300,000-level range extender new force WLC, which has a comprehensive endurance of only 890 km. ”
If mocha DHT-PHEV is the operating model of Wei Jianjun's technical advantages to open up new category segments, then the cat series is a category operation model focusing on the female market. Tanks are a category brand model that focuses on the off-road market. Taking the tank 300 as a breakthrough and gaining a firm foothold in the off-road market, it gradually launched the tank 500, mech, off-road, and business, forming a powerful empire unique to Great Wall Motors in the off-road SUV market. It is worth noting that Wei Jianjun is like opening a hanging, making a category into one, and the explanation of this phenomenon has gone beyond the problem of product and brand level.
In China, it is not that a good product can sell well, and the company can succeed, let alone make a brand, but Wei Jianjun has succeeded. It should be said that the current achievements of Great Wall Motors began with the layout 5 years ago or even earlier.
Wei Jianjun's game of chess was first to set the strategy, then to form a team, and finally to grasp the implementation. In most of the first 30 years of great wall motor development, Wei Jianjun can be described as a big detail, but today's Great Wall Motor, you can not only see the position of "rotating president", but also see the operation team of different categories from all over the world, they have even become the shareholders of Great Wall Motors, Wei Jianjun is dividing one category into one company with independent legal personality, and perhaps these companies can be listed independently in the future.
In the past 30 years, Wei Jianjun has completed the sublimation from a one-person company to a group of people's companies, allowing a group of talents who do not know each other to strive for a common goal, which is the strength of the enterprise structure and the shareholding system, and shows the open mind of a private entrepreneur. In the horizontal comparison of the industry, perhaps the salaries of these talents in Great Wall Motors are not high, but they have obtained the equity of Great Wall Motors, that is, while working hard for Great Wall Motors, they have also created wealth for themselves.
As a result, what appears in front of people's eyes is a team that works hard, a group of people who do not have to whip themselves, and a group of gods who can become a market segment champion for a product. Chip shortage is a big problem in the whole industry, but the sales of Great Wall Motors still increased significantly, when manufacturers complained about the lack of cores in the upstream and could not supply parts, the three vice presidents of Great Wall Motors ran chips across the country, and even helped upstream companies to match chip transactions, maximizing the supply of parts for Great Wall Motors. This case seems to be different business styles, but in fact, the distribution model caused by different company structures is different, and the effective incentive mechanism leads to differences in people's behavior initiative, and the result of the improvement of everyone's behavior initiative is to provide a steady stream of driving force for the innovation of profit models in various details of the operation, and ultimately the achievement of the overall strategy of Great Wall Motors.
At the beginning of the opening up of China's automobile industry to the outside world, the decision-making department only hoped to introduce advanced manufacturing technology, and did not consider research and development technology, let alone consider the management model. As a result, the structure of state-owned enterprises and the structure of foreign capital have been combined to form a joint venture management model with solidified system. In joint ventures, there is nothing but high wages, and the singularity of the incentive model leads to a lack of competitiveness in difficult situations. In fact, if the joint venture also adopts the model of the Great Wall, Wei Jianjun may be a loser, because the joint venture has a better capital background and a better policy support system, but this situation is almost impossible, because of the inner pattern of the enterprise managers and the shackles of the system.
The reason why Wei Jianjun was selected as the auto economy figure of 2021 is because Wei Jianjun has shown us a dynamic and competitive enterprise operation model in the era of change and the most difficult period, and perhaps also a model that represents the future development direction. In recent years, the momentum of China's automobile exports overseas has become more and more fierce, if Chinese companies can adopt this management model, it will change the position of China's automobile industry in the international and domestic double cycle, and even change the pattern of the international automobile market.
(Image source: Internet)