The Great Wall Motor of the New National Tide Sample

The Great Wall Motor of the New National Tide Sample

(This article was first published in Hushi Finance, authorized to be released by Zijin Finance, please indicate the source when reprinting)

Once upon a time, wearing a foreign brand was a symbol of status, and if you went out without wearing a few pieces of foreign goods on your body, you were embarrassed to go in and out of high-end places. Even today, when material wealth is abundant, wearing foreign goods is still the inherent cognition of many people.

With the continuous progress of reform and opening up, the continuous innovation of domestic products, more and more people are willing to spend money on Chinese brands, which not only shows that Chinese manufacturing is becoming more and more quality, but also shows that Chinese consumers have begun to identify with the value of Chinese manufacturing.

This change in concept is also an important clue to the entire social and economic development of China in the past four decades of reform and opening up.

I still remember that a few years ago, when traveling in Japan, the tour guide repeatedly stressed that the toilet lid in Japan is not better than the quality in China, but it still can't stop the enthusiasm of tourists. Today, the wave of domestic products is baptizing the ideas of the past wave after wave.

Whether it is a bottle of hard-to-find old mothers overseas, or Huawei and Xiaomi, which are crazy to harvest the overseas mobile phone market, or Great Wall Motors that go global, Chinese manufacturing is quietly transforming from a cheap processor to a leader of the times, which is not only the inevitable result of the entire era, but also the luck of this era.

1 Domestic products in the past

In the United States in 1904, shaving cost 5 cents, bathhouse bathing cost 15 cents, and a glass of spirits cost 5 cents. The ticket to the World Expo is 50 minutes at a time, although some people are too expensive, but they really can't resist the temptation. On average, about 100,000 visitors visit St. Louis every day, either by boat, carriage or wagon, and flock to St. Louis to see the grandeur.

Because here, you can see rare and exotic products from all over the world, the Qing government at that time sent Ai Xin Jueluo Pulun to lead the team to participate, and at the meeting to show the world Chinese silk, porcelain and tea and other commodities, which was also the first time that Chinese goods met with global goods.

However, under the impetus of the Industrial Revolution, the goods brought by the West are all advanced manufacturing equipment such as looms, automobiles, trains, and telegraphs, compared with Chinese goods, although elegant and gorgeous, they are so out of place.

After the reform and opening up, many Chinese brands in order to show their own tall, have given themselves foreign names, such as Leonardo da Vinci, Mousse, L'Oréal, Oaks, for a time "hanging sheep's head to sell dog meat" brand flooded the entire market, but also became a big laughing stock in the future.

But since then, the label "made inchina" has also begun to travel from the domestic to the whole world.

Contemporary China is experiencing an unprecedented wave of domestic goods, and there is no doubt that this time "made in China" will also become the focus of the world.

Whenever the tide comes, there are always people who are sad and there are always people who are happy. Different from the United States, which has bred tens of millions of middle-class people, and Japan, which pursues a refined life, the new wave of Chinese domestic brands is riding on the east wind of e-commerce platforms and the aesthetics and interests of the younger generation. Hidden in it is the collective awakening of consumers' local cultural consciousness.

Obviously, this vigorous new domestic goods movement has quietly spread to all corners of society and will continue to dance with the ebb and flow of the tide.

2 The pulse of the times

The Chinese automobile market, which is in the midst of the wave of domestic goods, has also ushered in its own vitality.

In the 1990s, in the vast land of China, the demand for production and life promoted the unlimited development of automobile consumption potential. In the Seventh Five-Year Plan, it is clearly stated that "the automobile, as the representative of China's industry, should be fully developed". The history of the great wall motor is just closely related to this timeline.

In the spring of 1990, Wei Jianjun drove a second-hand Lada to officially become the general manager of Great Wall Motors. At the same time, reform and opening up is constantly stimulating the development of China's economy, and a large number of self-employed households and private enterprises urgently need pickup trucks as an essential tool.

At this time, Great Wall Motors bet on bao, and the Deer Pickup Truck produced by Great Wall Motor quickly became popular with its price advantage, and was greatly favored by private business owners in Jiangsu, Zhejiang and Liangguang. In just two years, the Great Wall pickup truck has become the bearer of the domestic pickup truck industry, and the sales volume has exceeded 10,000 units. It has also completely changed the problem of backward technology, poor quality and high price of domestic automobiles.

In 2001, China's accession to the WTO, private automobile consumption began to rise, coupled with the big city's restriction policy on pickup trucks, only in the commercial vehicle market to dominate, can no longer meet the needs of Great Wall Motors' upward development.

SUV became great wall motor's next target, and everything that happened later proved that great wall motors once again made the right choice.

In 2011, the Haval H6, positioned as an "urban smart SUV", was launched, and the atmospheric appearance, exquisite interior, and abundant interior space made Chinese consumers praise. Of course, there is also a starting price of 95,800 yuan.

The popular Haval H6 has hit the world's strongest players, ranking first in domestic SUV sales for ten consecutive years, with more than 3 million users worldwide, becoming a "national car" that can be seen everywhere in the streets and alleys.

Over the past decade, the Haval brand has also sold well in more than 60 countries around the world, achieving sales of nearly 6 million vehicles, and even made a face in the Hollywood blockbuster "Daredevil 3".

Although the comments of "walking on one leg" have always been heard, no one can deny that Wei Jianjun has won a universal commercial success with a focus.

But Wei Jianjun wanted to do much more than that. At the 2016 Guangzhou Auto Show, Great Wall Motor's new brand, WEY, made a stunning appearance.

In Wei Jianjun's own words, WEY's goal is to challenge foreign brands, end the era of huge profits of foreign brands, redefine "luxury value", and provide customers with affordable luxury products.

"We will transform from a pioneer of luxury SUVs in China to a leader in luxury SUVs in China."

In 2015, Wu Xiaobo wrote a two-thousand-word industry observation draft entitled "Going to Japan to Buy a Toilet Lid" on the plane, which was read by more than 600,000 people a day. Many netizens believe that this article nakedly pokes at the "pain point" of domestic products in the hearts of the Chinese people.

They may not care about the sentence at the end of the article: "Made in China" tomorrow is not elsewhere, but only whether we can make products that touch people's hearts so that our middle-class families do not have to cross the ocean to buy toilet lids.

As Wu Xiaobo said, whether the toilet lid is good or not is essentially a breakthrough in the expansion of commodities from quantity to quality, and it is also the last kilometer made in China.

Great Wall Motors, which has always been closely related to the most extensive consumer demand in Chinese society, seems to be pursuing this last mile at every step. It frees Chinese from having to buy expensive imported pickups, SUVs and even luxury brands.

Parallel to this last kilometer is a question that has haunted generations of Chinese industrialists: What role should Chinese brands play in the history of the world industrial revolution?

3 Out to Sea

Once in the live broadcast room, Luo Yonghao faced Wen Fei, deputy general manager of Great Wall Motors and Haval F-series trader, and couldn't help but laugh at himself: "(Haval) is really amazing, and many mobile phone manufacturers can't sell 3 million units." ”

In the subsequent process of bringing haval F7, Luo Yonghao and Wenfei also showed the many achievements of haval brand entry into overseas markets. There is no doubt that the achievements of Great Wall Motors in overseas markets are the envy and admiration of Luo Yonghao.

Since 2005, Great Wall Motors has deepened its "addition" strategy and embarked on a series of measures to expand its product line, expand the scope of export markets, and increase export customers.

In June 2019, Great Wall Motor's Tula plant in Russia was officially completed and put into operation, becoming the best witness of the 70th anniversary of the establishment of diplomatic relations between China and Russia.

The Russians could not help but sigh:

"We used to help you, but I didn't expect you to build all the factories here today."

At the same time, Great Wall Motors has always adhered to the self-developed powertrain. Looking at China and even the world, the quality of this kind of "entering the mountains to cultivate internal skills" is quite valuable.

On June 30, 2020, the first EB engine of Great Wall Motor's Honeycomb Power System Co., Ltd. was officially rolled off the production line, and many of the technical indicators of this engine ranked at the international advanced level, and will be mainly installed in Haval and WEY brand models in the future.

In addition, the world's first 9-speed wet dual-clutch transmission independently developed by Great Wall Motors Beehive Yichuang has also achieved mass production, and these technical achievements are precisely the most difficult, fundamental and most necessary parts of the automobile manufacturing industry.

In the face of the era of new energy, in addition to vigorously investing in the field of pure electric and hybrid, Great Wall Motors has been the first to lay out in the field of hydrogen energy, releasing a hydrogen energy strategy, and the goal is directed at the first brand of global hydrogen energy vehicle companies, whether it is based on the national carbon neutrality and carbon peaking strategy, or based on the long-term development of an enterprise, it has a pivotal position in the industrial layout and application of hydrogen energy.

Products are the key to going to sea, it is relying on the research and development and breakthrough of these key technologies, Great Wall Motors has gradually opened up the situation in overseas markets, and also stood firm, and overseas markets also proved Great Wall Motors' investment and efforts with sales.

Not long ago, Great Wall Motor just announced the sales volume of the whole year, of which overseas sales in 2021 reached 142,793 units, an increase of 103.7% year-on-year, and sales accounted for 11.1%.

In addition to the layout of multiple factories in Russia and Thailand, Great Wall Motor has finally "adhered to the pursuit of industry leadership" and successively set up overseas R&D centers in Germany, Japan, the United States, India, Austria and South Korea, and built a R&D layout with Baoding headquarters as the core, covering Europe, Asia and North America. In 2021, Great Wall Motors will continue to improve new energy and intelligent research and development, and further consolidate the image of the "Great Wall of Science and Technology".

In addition, Great Wall Motors continues to accelerate its overseas market development, continues to consolidate its leading edge in Russia, Australia, South Africa, Saudi Arabia, Chile and other markets, and actively explores new markets such as Egypt, Nepal, Brunei, Pakistan and Laos. At the same time, Great Wall Motor has adopted actions such as the acquisition of Daimler's Plant in Brazil, the opening of a German subsidiary in Munich, and the establishment of a European headquarters, forming a market radiation that leverages the surrounding areas with key markets as the fulcrum and building a global sales network.

With the trend of the times and the rise of domestic products, Great Wall Motors has once again created the miracle of domestic products going to sea. Standing in front of the Haval F7 produced in the Russian Tula factory together with the heads of state of China and Russia, and thinking back to the Lada he once drove, Wei Jianjun's heart must have mixed feelings.

In 2018, in the grand ceremony of "40 Years of Reform and Opening Up , Tribute to Chinese Auto Figures" launched by CCTV Financial Channel, Wei Jianjun was introduced as follows:

"20 years ago, he entered the car market with a pickup truck, and 15 years ago, he used the ambition of entrepreneurs and the meticulousness of accountants to catch up with the rhythm of China's SUV development when the market was rising. He survived in the cracks, accurately locked in the blue ocean in the red sea of the automobile industry, and single-handedly created a Chinese SUV legend. After several years of dormancy, a blockbuster, today, he is writing with confidence the determination of Made in China. ”

And his summary shows his determination and desire: "After working with cars for so many years, if you haven't sold your cars to the world, how can you prove your brand value?" ”

In the past 30 years of Great Wall Motor's development, it has experienced major changes in reform and opening up, and has also witnessed the process of China's automobile manufacturing industry from its inception to rapid development.

Nowadays, the global automotive industry environment is facing a global economic downturn, the rise of emerging technologies such as 5G, AI and other complex new environments and new challenges, Great Wall Motors will face more uncertainties. Therefore, Wei Jianjun felt:

"Change is a choice we have no choice in!"

Wei Jianjun believes: "A truly successful enterprise must be global, a truly successful brand must be world-renowned, Great Wall Motors if it wants to succeed, there is no other choice." The next ten years will determine our life and death, which will be a bitter battle. ”

Great Wall Motor's success in going to sea has also given a sample to the entire domestic automobile manufacturing industry. If you want to go further, it is essential to adhere to research and development and product innovation.