Text | Fewer northeast fronts
Edit | Small balls
At the beginning of the new year, combined with the official sales report card released by FAW-Volkswagen, the lack of color and gold content are debatable;
Judging from the practice and results, it cannot be said that Guo Yongfeng's leadership ability is not good, but many times it is true that it is much more difficult to do well than to think well
At the end of the year, it is the season of various "inventory" every year.
The car companies and topics counted in this issue are exactly the sales volume of domestic passenger car companies that carry FAW-Volkswagen.
In addition to its huge size that cannot be ignored, it is also very important that in the past year or so, the core management of this car company has also ushered in a very significant adjustment.
Pan Zhanfu succeeded Liu Yigong as general manager of FAW-Volkswagen, and Guo Yongfeng succeeded Dong Xiuhui as general manager of FAW-Volkswagen Sales Co., Ltd.
Pan Zhanfu + Guo Yongfeng (right) form a new partnership between FAW and Volkswagen
It can be said that the arrival of this new CP combination is bound to have a major impact on this giant joint venture car company. In particular, Guo Yongfeng, a young marshal who is at the helm of the sales company, once aroused strong concern and heated discussion in the industry.
If I remember correctly, after the announcement of this adjustment order of the FAW Group at that time, some media "big coffee" in the industry also expressed shock and even publicly questioned the voice!
Just imagine, suddenly let the "young" Guo Yongfeng, who has not done the marketing line in the past, succeed the veteran and marketing "old cannon" Dong Xiuhui to take charge of a super-large joint venture sales company with an annual sales scale of up to 1.5 million vehicles, can Comrade Guo do it?
Looking back, whether similar concerns and questions have been fulfilled or not is thought-provoking.
01
Deeply valued, Guo Yongfeng succeeded veteran Dong Xiuhui
"I used to do digitalization, and I came to the marketing position according to the arrangement of the headquarters, and to be honest, it was a huge challenge for me."
In December 2020, with a paper transfer order from FAW Group, Guo Yongfeng, a post-80s Young Shipai and endogenous executive reserve talent, was transferred to FAW-Volkswagen, the largest joint venture of FAW Group, as the general manager of the sales company.
For this major job adjustment (more precisely, it is reused and promoted), Guo Yongfeng was so frank in an interview with the industry media.
Guo Yongfeng, General Manager of FAW-Volkswagen Sales Co., Ltd
Obviously, FAW's top management valued and cultivated him so much, Xiao Guo said in his heart that it was unlikely that he would not be happy and excited.
It's just that as he said, he has never done marketing in the past, and he will give him a sales company to be a leader, knowing that the challenge is huge, and Alexander is inevitable.
However, no matter how great the challenge and pressure, the organization has already selected and appointed him to replace Dong Xiuhui, an old predecessor who "retreated to the second line", and resolutely obeyed the organizational arrangements, which naturally became the indispensable choice of Comrade Xiao Guo.
Therefore, while bluntly saying that the challenge is huge, Guo Yongfeng also does not forget to convey confidence to the media, "The world is developing and changing in change, and 'all user-centric' is the tip to cope with all changes."
Guo Yongfeng's predecessor, Dong Xiuhui, an old marketing veteran in the industry
In other words, guo Yongfeng's meaning is very clear, and the heavy responsibility entrusted to me by the organization is indeed very challenging for me, but I still have the confidence and ability to take on this task.
02
A year later, how did Guo Yongfeng do?
Needless to say, compared with the "low-key" diving when he first took office, Guo Yongfeng, who has been in charge of FAW-Volkswagen sales for more than a year, has adapted and completed the role transformation well.
From the perspective of the automotive media circle in which the author is located, at least Guo Yongfeng is becoming more and more accustomed to high-frequency interaction and exposure with the media, and the process of dealing with the media is becoming more and more familiar.
Referring to his predecessor and predecessor Dong Xiuhui, although there is still a certain gap between the industry's popularity and "familiarity", combined with Guo's own practical performance, it is a high probability event that the blue is better than the blue.
The dry sales line is also young and promising, and it is appreciated by the group's senior management, and its professional attributes and strength do not require its low profile.
I remember that when I was at the Guangzhou Auto Show before, the author had "met" Guo Yongfeng and his party in the exhibition hall, only to see Guo Yongfeng and his party in a tall and handsome suit hugging back and forth, and a group of Hula people drove past mg's booth.
The steps were fast, "menacing", and the plane was quite a bit of a general's wind.
The author and Teacher Chen, who was traveling at the time, were once deeply impressed by the domineering side leakage of Guo Yongfeng and his party.
Regardless of the result, first of all, the momentum can not be lost, this point of view Guo Yongfeng obviously did.
Of course, the transformation of the role is only one aspect, although Guo Yongfeng is young and vigorous, revealing the style of a general, but in the final analysis, he is only a "new leader", whether the company can do good results and results, depends on the concerted efforts from top to bottom, joint efforts.
To put it more bluntly, even if Guo Yongfeng is very young, very thoughtful, dare to think and dare to fight, but no matter how good the strategy is, you must have an excellent team and soldiers to land and execute together, and the process of implementation is not out of line.
Otherwise, Guo Yongfeng thought perfectly and idealized, but the result would not necessarily be as he thought he wanted.
In 2021, when Guo Yongfeng took charge of FAW-Volkswagen Sales, FAW-Volkswagen sold 1.85 million vehicles overall, down 14% year-on-year;
Among them, in addition to the small size of the Jetta has grown slightly, whether it is Volkswagen or audi brands, there has been a sharp decline.
In stark contrast, the overall production and sales of China's automobile market have declined for three years, and both have achieved positive year-on-year growth!
What concept?
The environment of the automobile market is stabilizing and improving, but FAW-Volkswagen is walking in a downward channel, the environment is good, you are not good, the problem is of course in yourself.
In this regard, for some time, FAW-Volkswagen has been accustomed to using the "chip" problem as a shield. There is some truth to this, but it is obviously not convincing to the public.
FAW-Volkswagen sales report card comparison in 2020 and 2021
Or that sentence, the environment is the same, and the overall environment is good, FAW-Volkswagen performance is not good, should not be more from the "subjective" to find their own problems and reasons?!
Le Tease Observation:
"It's hard to make internal changes, especially for car companies!"
After actual combat and polishing, Guo Yongfeng once admitted to the media that for more than half a year after taking office, he traveled all over the country to do more work:
Communicate with dealer investors, hoping that in the transformation and transformation of the automobile industry, investors and OEMs will work together to unify their thinking and keep pace.
But as the so-called, the ideal is full of realistic bone.
According to Guo Yongfeng, faw-Volkswagen has thousands of network channels in the whole country, large and small, with very different characteristics, and the strategies and entities of each dealer and investor are different.
So it's super difficult to get them to "work together" in unison.
This is human nature, and there is nothing wrong with it.
It's just that Guo Yongfeng has not practiced in the marketing interface in the past, and the various digital transformation strategies and plans on the PPT on the computer are one thing to think of and say, but whether they can really be implemented and turned into reality is another matter.
It should be pointed out that if the overall sales volume of the Volkswagen brand and FAW-Volkswagen has fallen sharply, it can only mean that the performance of Guo Yongfeng's leadership in this year is not ideal.
After all, the public has been working hard in China for thirty years, and the big setbacks encountered at present are not accumulated overnight, and this cauldron cannot all be carried by Guo Yongfeng.
Then we can't help but complain that Guo Yongfeng's digital marketing reform is not strong enough.
Faw-Volkswagen ID. series sales did not meet expectations
At least from the results of the actual battle, it is seriously inconsistent with Guo Yongfeng's "confidence to meet the challenge and complete the mission" shown at the beginning.
Obviously, Guo Yongfeng's tips and tricks have failed in the face of actual combat, or the effect has been greatly reduced.
Is this Guo Yongfeng's reform strategy misstep, or is it a systematic problem of FAW-Volkswagen, a huge joint venture car company?
In the next article, we will specifically go to the point of id. series to further explore and analyze.