Lead
Introduction
From cutting thorns and thorns and blue wisps on the road to deep ploughing the market and brand upwards, Wuling deserves the best users, and users deserve the best Wuling.
Author 丨 Li Sijia
Responsible editor 丨 Li Sijia
Edit 丨 Chic
Last year, under the car market with the shortage of chips mixed with the impact of the epidemic, many car companies were trapped here, although they attacked the city in the forward years, but they also struggled in the development of enterprises.
However, there are still a large number of car companies that have shown their talents in the face of adversity, making great contributions to promoting domestic automobile production and sales of more than 26 million units and ending the three consecutive years of decline since 2018. SAIC-GM-Wuling (hereinafter collectively referred to as "Wuling") is an important member of this.
As a national automobile leading enterprise, Wuling opened a new year of competition in 2021 with sufficient market preparation and sufficient product arsenal, and achieved very eye-catching results, selling more than 1.76 million new cars throughout the year, an increase of 13.5% year-on-year, while successfully completing the annual target, it also set an example for a number of car companies to play the opening battle of the "14th Five-Year Plan".
At the same time, Wuling, who showed talent in the face of adversity in the market, has not forgotten the days of working together with users, on the contrary, this "user first" corporate complex has long been rooted in the spirit of Wuling. Therefore, the year after Wuling carefully prepared the first gift of "People's Wuling" for the market for users.
"Stand with the user"
In November last year, the Sixth Plenary Session of the 19th Central Committee of the Communist Party of China was successfully concluded. The plenary session proposed that based on the new development stage, the implementation of the new development concept, the construction of a new development pattern, the promotion of high-quality development, the comprehensive deepening of reform and opening up, and the promotion of common prosperity.
As an important part of economic life, enterprises play the role of social wealth creators and participants in social wealth distribution in the economic rise. This means that common prosperity is inseparable from the active cooperation and participation of enterprises.
Wuling has been adhering to the concept of "what the people need, Wuling will create", putting its own development in the context of common prosperity, optimizing the future development of iterative enterprises while paying more attention to the struggle with users. At the beginning of 2022, Wuling actively responded to the call to distribute 2 billion red envelopes to help all people start their own businesses and devote themselves to the great cause of common prosperity.
And this kind of assistance is not to shout slogans and sprinkle water, but to make practical concessions of interests.
Specifically, Wuling mainly benefits the people with classic red label models that focus on helping people start their own businesses. Including very suitable for loading and transporting goods, the powerful Wuling Rongguang S (window sealing car), Wuling Rongguang extended version (window sealing car), etc., as well as yishang IKEA's Wuling journey, etc., for users with entrepreneurial needs, the highest can save 10,000 yuan of entrepreneurial funds.
This kind of concession is a concession of the interests of the enterprise, and it is also a connection between Wuling and the strivers.
At that time, Wuling Red Label became the best partner of entrepreneurs in the previous era, and was the best embodiment and best witness of the spirit of the strivers. Especially Wuling Hongguang, a wuling hongguang in the measurement of a rural road at the same time, but also witnessed the success of one entrepreneur after another, whether in terms of function or price, it is a domestic car brand in the extremely close to the people, very grounded in the batch.
Like Wuling Hongguang, Wuling Zhiguang commercial vehicles also play an important role in the development history of the Wuling brand. On March 10, 2010, Forbes magazine even featured a photo of it on its cover, calling it one of the most important cars in the world.
From the Internet hot word "Qiuming Mountain God Car" to the real-life luxury car racing to paste the "Wuling Hongguang" logo, it is enough to show that "Wuling Culture" has become a representative work of Chinese automobile culture. The excellent models represented by Wuling Hongguang and Wuling Light have become a kind of Shenche culture and Shenche history.
With the passage of time, the spirit of struggle represented by the Wuling brand, Wuling culture and even the Wuling red label has not dissipated, but has become more and more precipitated with the development of the times and the cultivation of the brand - Wuling has always been the "people's Wuling".
Today, Wuling Hongguang has more than 5 million vehicles in history, More than 6.4 million vehicles in Wuling Glory History, and more than 5.5 million vehicles in the history of Wuling Light. Behind the eye-catching data is the best proof of every step of the Wuling system cultivating the market and holding hands with users.
Grasp the pulse of the times, from brand to spirit
As mentioned above, since the establishment of the brand, Wuling has long rooted the corporate philosophy of "People's Wuling" into the bone and become an unobtainable spirit for enterprise development. Today, this spirit is constantly being passed on and carried forward.
The inheritance and development of this spirit is three-dimensional, multi-dimensional, and full of feelings.
First of all, the continuation of this spirit is inseparable from the support of products. After all, it's the product that companies and markets have a direct dialogue with users. Whether the product itself is good or bad, whether it adapts to the market or not, in the final analysis, is whether it can seize the hearts of consumers by virtue of its own competitiveness and uniqueness.
In the follow-up of product research and development, the people's Wuling always keeps abreast of the development of the times and always grasps the needs of users.
Take Macro MINIEV as an example.
In the past few years, compact cars have been in a state of monopoly brushing, and with the maturity of the car market and consumption upgrades, many joint venture medium-sized cars and even medium and large cars have begun to enter the list. However, with many years of market experience and brand understanding, Wuling found a new blue ocean of demand in the micro-electric vehicle market and launched Hongguang MINIEV, breaking this monopoly phenomenon.
According to the data, Hongguang MINIEV topped the sales list of new energy single models in China in 2021, with annual sales of 426,000 units, and since its listing in July of the previous year, the cumulative total sales volume has exceeded 550,000 units. Hongguang MINIEV not only harvests sales and harvests the market, but also provides experience for the entire independent brand to explore the new energy market.
Not only that, Hongguang MINIEV is just the tip of the iceberg where Wuling stands with consumers, including Wuling Capgemini, Wuling Journey, Wuling Journey, etc. are all important parts of Wuling's commitment to serving consumers in products.
Wuling definitely has more than just products in following users and following the market.
In recent years, Wuling joint name has also become a representative work of car enterprise marketing, Wuling X box horse snail powder rice dumplings, Ling small tea, stall economy, cross-border snail powder and other full of life, interesting and sincere interaction, so that Wuling's figure from the product to life, but also to the consumer's heart deeper.
On the other hand, as one of the leading domestic car companies, Wuling is definitely worthy of tribute in terms of social responsibility. In the face of disasters and crises, Wuling has never been afraid to assume social responsibility.
In 2020, when the country and the people need masks the most, Wuling only took 3 days, and the first batch of 200,000 "Wuling brand" civilian masks rolled off the line; in 76 hours, the first fully automated "Wuling brand" mask machine in Guangxi rolled off the production line, and more than 40 million "Wuling brand" masks were donated to all sectors of society.
In 2021, the average rainfall in Xinxiang City, Henan Province, was 830 mm, with a maximum rainfall of 965.5 mm, and heavy rain that had not been encountered for many years caused severe flooding. The area affected was enormous. Wuling immediately organized personnel to fly to the scene to provide support for the disaster relief work. With the strong support of 4S stores and car owners' communities, Wuling has made great contributions to solving the shortage of material transportation capacity in the disaster area.
In addition, last year, based on the opening year of the "14th Five-Year Plan", the domestic epidemic situation was scattered, the chip shortage, and the price of raw materials continued to run at a high level. As a leading enterprise in Guangxi, SAIC-GM-Wuling responded to the government's call for transformation and upgrading, stabilized the high-quality development of the industrial chain supply chain, and cultivated new opportunities in the crisis.
In October 2021, at the Hainan New Energy Conference, SAIC-GM-Wuling officially announced the Wuling chip, and put forward the goal of striving to achieve a localization rate of more than 90% of the GSEV platform model chips during the 14th Five-Year Plan period, providing a more long-term solution to the crisis of the domestic chip industry chain supply chain.
From mask production to supporting Henan to Wuling chips, Wuling interprets what is the country's heavy weapon with practical actions with the attitude of "although tens of millions of people are looking forward to it".
On November 18 last year, SAIC-GM-Wuling's 25 millionth vehicle rolled off the production line, making it the first national brand single car company in China to produce and sell 25 million vehicles. This has not only become an important milestone in the development process of SAIC-GM-Wuling, but also an important moment in the history of the development of China's automobile industry.
This year, with a new starting point, Wuling has moved from a brand to a spirit, aiming to achieve a deeper connection with users and move to a higher place in the development of the brand. And the Wuling spirit is its best weapon for pulling out the city and helping the years.
| Li Sijia |
Leader of the anti-parsley alliance and long-time occupier of the first floor of the commune