Written by / Cow Heel Shang
Edit/ Wong Tai Lu
Design / Zhao Haoran
No Pole Tai Lai?
In 2021, the Year of the Ox, China's auto industry sold 26.27 million vehicles – a rare global growth rate of 3.8% year-on-year, ending three consecutive years of decline since 2018.
Among them, the annual sales of new energy vehicles exceeded 3.5 million units, and the market penetration rate increased to 13.4%; exports exceeded 2 million for the first time, achieving a breakthrough of about 1 million vehicles that have been hovering for many years; Chinese brand cars are pulled by new energy and export markets, and their market share exceeds 44%, close to the best level in history.
In particular, most car companies have overcome various risks and challenges such as the impact of the epidemic, chip shortage, power outage and power rationing, extreme weather, etc., insisted on seeking progress in stability, improving quality in stability, and achieved better results than expected.
Subsequently, some car companies tigers opened their doors in January: SAIC Motor sold 450,000 vehicles, an increase of 13% year-on-year; Changan Group's sales exceeded 270,000 units, an increase of 10%; BYD's passenger car sales exceeded 95,180 units, an increase of 126% year-on-year; Chery Group's sales exceeded 100,000 units, an increase of 20% year-on-year, the best opening in history; GAC Group sold 230,000 vehicles, an increase of 9.2%; Dongfeng Company sold 340,000 vehicles, an increase of 6.1% year-on-year.
Dongfeng Fengshen under Dongfeng Company increased by 189% year-on-year, Dongfeng Nissan Venucia increased by 126% year-on-year, Dongfeng Peugeot Automobile increased by 85% year-on-year, Hongqi brand under China FAW increased by 30% year-on-year, SAIC Maxus of SAIC Motor Increased by 44% year-on-year, and GAC Group's Eian brand increased by 118% year-on-year.
As a result, some major car companies have burst with confidence from the beginning of the Year of the Tiger and set tiger targets.
Among them, Dongfeng Fengshen should challenge 200,000 vehicles from 120,000 vehicles, Dongfeng Dongfeng Automobile should challenge 200,000 vehicles from 100,000 vehicles, and Hongqi should challenge 450,000 vehicles from 300,000 vehicles.
At the same time, BAIC BJEV should challenge 100,000 vehicles from less than 30,000 vehicles - once created a brilliant 100,000 vehicles, while its Jihu sales should challenge 40,000 vehicles from less than 10,000 vehicles, and "Wei Xiaoli", which has sold more than 10,000 vehicles for several months, has also been rumored to challenge 200,000 vehicles.
The most radical is the New Year's goal of Huawei-empowered and blessed Xilis AITO, and the small goal of Yu Chengdong, managing director of Huawei, CEO of consumer business, and CEO of Smart Vehicle Solution BU: "We plan to use 1,000 stores to sell cars by the end of this year, if each store sells 30 vehicles per month, monthly sales can reach 30,000 units, and this year Huawei will challenge the sales target of 300,000 vehicles, so that the annual sales of cooperative car companies will reach 100 billion yuan." ”
In order to achieve these tiger goals that seem to be the Great Leap Forward, the CEOs of China's mainstream car companies have planned in advance, beaten chicken blood, gone down to the grassroots, gone to the front line, encouraged and refueled, and a spring ploughing map of snatching the opening of the door has emerged in the car circle.
Tan spoke boldly and harshly
"Grandiose-sounding, internal and external planning, let the writing of bidding take the form, pose, go through the process, such a supplier found a rectification, Weichai put you on the website blacklist." On February 13, Tan Xuguang said at Weichai Group's 2022 Global Supplier Conference on Engine Business to carry out the rectification action of "unveiling the veil and rectifying the bidding".
The entrepreneurs who frequently hit the hot spots in the Year of tiger car circle should be counted as Shandong Heavy Industry, Weichai Group, China National Heavy Duty Truck and many other leaders - The chairman of the board, Tan Xuguang, known as Tan Bold.
On January 2, 2022, at the 2021 annual debriefing meeting of leading cadres at the ministerial level and above of Weichai Group, his concluding speech was blunt, commenting directly on the pain points and souls, and said that his "mule is a horse out to walk" concept of employment.
On January 6, Shandong Heavy Industry Group's 2022 Dagan first quarter video mobilization meeting, Tan Xuguang said that all enterprises should bite, rush, win, with unstoppable momentum and determination to sweep everything to win the first quarter of the battle, to achieve the annual budget target to lay a solid foundation.
Focusing on the first quarter goal of Dagan, Tan Xuguang put forward the requirements of "three threes". The "three one-vote veto" is a one-vote veto of declining market share, declining profitability, unfinished deficit control and exiting tasks.
The "three resolute breakthroughs" are the adjustment of product, market and business structure, the precision marketing ability of market segments, and the export market must resolutely break through.
The "three mechanism construction" is to establish a rapid response mechanism with zero distance and seamless connection with customers, establish an integrated linkage mechanism that resolutely guarantees the frontline and everything in order to win, and establishes an active, efficient and close cross-enterprise coordination mechanism of the group's industrial chain.
On the morning of January 29, Tan Xuguang presided over the 2022 annual meeting of Shandong Heavy Industry Group. More than 3,800 cadres of ownership companies around the world participated in the meeting online and offline.
He said that amplifying defects and self-revolution are distinct cultural characteristics; only when success is not inflated and when difficulties are resilient, can enterprises flourish for a long time.
In the face of the strategic goal of building a trillion-dollar group in 2030, he asked all cadres to focus on four major questions: how to break the ceiling of the main business? Why is the strategic new business not big? Where is the road to rebuilding a new group? How to create a high level of external circulation?
He also said that we cannot go to the capital market to fool around, and we cannot go to local governments to exchange investment for the market; this kind of thing has not been done in the past, not now, and will not be done in the future! When we invest in various places, we first consider creating taxes for the local area and having a market for corporate products, rather than how much subsidies we want from local governments.
Zeng Qinghong went to the construction site to offer condolences
On February 4, on the afternoon of the fourth day of the Chinese New Year, Zeng Qinghong, secretary of the party committee and chairman of THE BOARD of DIRECTORS of GAC Group, came to the Qiling construction project in Huadu District to carry out New Year condolences and safety inspection.
The official micro report of GAC Group said that Zeng Qinghong listened to the report of the on-site project leader on the seven arrangements for resuming work and production and the progress of the construction project, inspected the on-site equipment facilities and model rooms on the spot, required the construction unit to improve the facilities with high standards and high quality, created a more humane and more comfortable living environment, and required ecological protection; at the same time, the on-site epidemic prevention and control measures should be fully done, and the construction task should be completed with quality and quantity under the premise of ensuring safety.
At the 2022 New Year video group meeting of GAC Group held on February 7, Zeng Qinghong made a keynote speech entitled "Tiger Step, Courage and Perseverance to Promote the High-quality Development of the Group", fully affirming the achievements of all leading cadres and employees of GAC Group in 2021, and clearly stating that the New Year group meeting is also a work mobilization conference.
In view of the work in 2022, Zeng Qinghong asked that in the new year, GAC Group will fully challenge the goal of 15% year-on-year increase in automobile production and sales. First, it is necessary to improve the political position and ensure that the "door is opened"; second, we must focus on key and difficult points and dare to gnaw "hard bones; third, we must strengthen the sense of responsibility and fight the "active battle"; fourth, we must give play to the leadership of party building and show the "spirit of spirit.".
Forrest Gump sent a letter of commencement
After Li Shufu, chairman of Geely Holding Group, issued a New Year's speech entitled "Maintain the Original Intention, Firm Confidence, Plan for the Long Term, and Work in the Present" on December 31, 2021, Gan Jiayue, who became the CEO of Geely Automobile Group on March 23, 2021, issued a New Year message to employees and the outside world on the first day of construction on February 7, 2022 - "Releasing the Glory of Every Geely Person": Geely will create a realistic value lead in high-quality development.
The head of the post-80s car company pointed out that in 2021, Geely anchored the future development path by releasing the "Smart Geely 2025 Zhang Strategy". In 2022, Geely will launch the spring thunder of "technical value" and make full efforts in many fields such as digitalization, new energy, electronic architecture, core processing chips and so on.
The young entrepreneur nicknamed Forrest Gump after going to "total" revealed the current political program in the opening letter, which will build a service system with user APP as a platform to usher in leapfrog development; Raytheon Power launches a smart electric vehicle model without mileage anxiety; 7-nanometer vehicle specification-level intelligent cockpit multimedia chip - Dragon Eagle One will achieve mass production in the third quarter of 2022; a new generation of intelligent cockpit system will also be installed on the new SUV model in 2022.
Brother Boatman reunites with departing executives
On February 9, 2022 (the ninth day of the first lunar month), BYD's global headquarters organized a New Year banquet with the theme of "old comrades-in-arms". According to BYD's internal public account "Diwo", these "old comrades-in-arms" are not ordinary BYD employees, but almost include bydders in the founding stage of BYD and former vice presidents, general managers and other high-level positions that have left BYD.
The light meal equipped with this event also has a profound meaning, with a wrench and a screw, which clearly expresses the bydir group's gratitude to these people who have contributed to the company.
At the event, the same BYD workmanship was once again worn on the current and departing executives. Wang Chuanfu, the founder and chairman of BYD, the boss's boat brother, presented medals of honor to these incumbent and former super executives.
BYD "DiWo" small editor said that for this activity, although it seems to be a very ordinary old colleague gathering activity, it is a shocking activity for the departed BYD people.
After the event, the WeChat group of the departing employees also exploded, and various "speculations" and "comments" continued. Some say that the company has begun to change, some say that the boss has begun to miss the old, and some say that "BYD should have been like this long ago, and should be kind and united to those who leave and work."
This unprecedented special event may be sending a signal. What is it, ask the next "boatman brother".
Zhu Yanfeng talked with the marketing soldiers
On February 11, Zhu Yanfeng, chairman of the board of directors and secretary of the party committee of Dongfeng Company, once again positioned the first stop of the investigation after the Spring Festival in Dongfeng Passenger Vehicle Company. After New Year's Day in 2022, Zhu Yanfeng once put the first stop of research on Dongfeng Passenger Vehicle Company and offered condolences to its marketing team. This time, Zhu Yanfeng sat down to talk with the company's marketing management team.
Dongfeng Headline reported that Ding Shaobin, general manager and party secretary of Dongfeng Passenger Vehicle Company, and relevant responsible persons in the marketing field introduced this year's marketing revenue improvement plan, customer VOC closed-loop management results and improvement plan, sales capacity building plan and Dongfeng Fengshen brand style, brand proposition renewal plan, etc.
Zhu Yanfeng said that Dongfeng Passenger Vehicle Company should have self-confidence, effectively undertake the heavy responsibility of independent career development, and this year should adhere to the "four mentions, two stems and one leap forward" and make every effort to achieve the sales target of 200,000 vehicles.
Zhu Yanfeng affirmed the various marketing action plans of Dongfeng Passenger Vehicle Company, discussed better strategies and programs with everyone, and gave tips on related issues to inspire thinking.
On the specific marketing work, Zhu Yanfeng put forward six suggestions: first, adhere to the customer-centric, improve the efficiency of solving customer demands; second, customer appeal processing should have institutional guarantees, organizational guarantees, resource guarantees, to achieve closed-loop management, but also to conduct verification; third, to classify customer appeals management, establish a scene library, and quickly respond to various problems; fourth, to continue to strengthen marketing capabilities and marketing management capacity building, the implementation of marketing planning; fifth, pay attention to whether regional managers can support dealers to complete their goals. Pay attention to the penetrating management of dealer-related information; sixth, we must have "far-sighted considerations" and be prepared to deal with risk challenges such as more fierce industry competition and rising parts prices.
Zhu Yanfeng encouraged: "Everyone did a good job in January! Try to do better in February! Looking forward to the good news that everyone has completed the annual target task! ”
While praising these big guys, auto business reviews also have to remind that how much sales, depending on the capacity of the car market and customer needs, is a complex "mathematical, physical and chemical" proposition, not determined by car companies, but related to the chip, raw materials, card neck components and other ecosystems and double carbon targets, policies and regulations, transportation and other small environments, as well as economic fundamentals, international relations, domestic and foreign double circulation and other environments.
Senior automotive experts in the industry pointed out that this also shows that each company faces multiple challenges in setting goals and needs to weigh up: both high quality and quantity. After all, GDP growth depends on the auto industry, which has the strongest pulling force.
Whether from the perspective of high-quality development or from the perspective of driving GDP growth, the steady development of China's automobile market is the best choice, and it is necessary to learn lessons and avoid more intense policy stimulus caused by big ups and downs.
In fact, the growth space of China's auto market is not very large.
The China Association of Automobile Manufacturers predicts that China's total automobile sales in 2022 will be 27.5 million units, an increase of 5.4% year-on-year. Among them, passenger car sales were 23 million units, an increase of 8% year-on-year; commercial vehicle sales were 4.5 million units, down 6% year-on-year; and new energy vehicle sales were 5 million units, an increase of 47% year-on-year.
According to data released by the Association on February 14, 2022, the national narrow passenger car retail sales in January 2022 were 2.092 million units, down 4.4% year-on-year, down 0.6% from December 2021, of which: retail sales of sedans were 1.005 million units, down 5.8% year-on-year; retail sales of SUVs were 985,000 units, down 2.1% year-on-year; and MPV retail sales were 101,000 units, down 10.5% year-on-year.
Today, when the traditional fuel vehicles in the Chinese auto market are declining and the number of smart electric vehicles is soaring, who can seize the outlet or window of new energy vehicles such as electric vehicles, smart cars, and hybrid vehicles will eat more and bigger cakes in the auto market in 2022 and even in the future.