Since Changan Automobile released the "Third Entrepreneurship - Innovation and Entrepreneurship Plan" at the end of 2017, Changan Automobile has made positive progress through measures such as restructuring its brand structure and upgrading its product line.
It can be said that since the opening of the "Third Entrepreneurship - Innovation and Entrepreneurship Plan", Changan Automobile has experienced the "pain" of the early stage of transformation, and the results of a series of early layouts have gradually begun to appear. And in February this year, Changan Automobile also officially launched the term system for the employment of senior executives, party groups and management senior personnel at the general manager level and below, promoted the tenure system and contractual management, and dismissed all senior personnel to re-compete for posts.
Recently, some media reported that the results of Changan Automobile's internal personnel reform have been released one after another. A total of 33 senior-level personnel were reappointed at the ranks L17 and L19. In addition, in the joint venture sector, Changan Ford and Changan Mazda have also made personnel transfers at the top level.
So, with this large-scale personnel adjustment, what kind of posture will Changan Automobile take to meet new challenges in 2022? At the third entrepreneurship - innovation and entrepreneurship plan 5.0 strategy conference held on March 1, the "car talk" saw a new answer.
There are still shortcomings in the historical "most peaceful" to be filled
It is understood that at the press conference, Zhu Huarong, chairman of Changan Automobile, presided over and comprehensively reviewed the achievements made by Changan Automobile in promoting the third entrepreneurship - innovation and entrepreneurship plan in recent years, that is, Changan Automobile has entered the "most Changan" state in history. First of all, the Changan brand has gradually entered a good state, with both scale and efficiency. The autonomous sector has become the profit pillar supporting the development of the company.
Secondly, the brand value of Changan Automobile has been continuously improved, and the market value has reached a record high. Third, cash flow and cash balances have the best history. Fourth, employee development and growth are good. Fifth, the company's organizational culture and political ecology are good. The transformation of loss is reshaping well.
At the same time, the meeting also pointed out that Changan Automobile also has problems such as the overall transformation speed is not fast enough, the efficiency needs to be rapidly improved, and the management cost needs to be reduced, so Changan Automobile released the third entrepreneurship - innovation and entrepreneurship plan 5.0 strategy.
At the "2021 Changan Automobile Science and Technology Ecology Conference" held last year, Changan Automobile officially released the development strategy of "New Automobile, New Ecology". According to this strategy, Changan Automobile will fully promote the construction of a new development strategy from six dimensions, including new brand, new platform, new car, new marketing, new service, and new ecology, and comprehensively accelerate the transformation into an intelligent low-carbon travel technology company.
Therefore, in the innovation and entrepreneurship plan 5.0 strategy, Changan Automobile has also made new plans for future enterprise development ideas and transformation strategies. Specifically, at present, Changan Automobile has determined the corporate strategic positioning of intelligent low-carbon travel technology companies, and will accelerate the construction of scientific and technological strength in the future, upgrade manufacturing advantages, transform to intelligence, low-carbon, travel and ecology, and form a "new car + new ecology" industrial company.
Moreover, changan automobile's "14th Five-Year Plan" development plan has been formed, firm the third entrepreneurial direction, stronger autonomy, seize the track, innovative development, co-construction of ecology, and accelerate the transformation to an intelligent low-carbon travel technology company. Comprehensive transformation and reshaping from nine major areas such as enterprise positioning, value creation, brand, product, core capabilities, organization, mechanism, resource matching, and ideological culture.
Specific to the strategic structure level, Changan Automobile will be built on the basis of "13388". Among them, "1" represents 1 positioning, that is, intelligent low-carbon travel technology companies. "3" is the three core competitiveness, that is, culture, efficiency and software capabilities to create core competitiveness. Another "3" means Changan Automobile's three major business segments of autonomy, joint venture, and emerging business.
The last two digital "8s" represent 8 key capabilities such as customer management, product positioning, scientific and technological innovation, digital transformation, smart marketing, brand operation, intelligent manufacturing, and capital operation, and 8 basic guarantees such as organizational optimization, manpower security, industrial security, resource integration, reform and innovation, excellent quality, resource matching, and strengthening party building.
The new brand architecture highlights differentiation
In addition to the new enterprise development plan, in the innovation and entrepreneurship plan 5.0 strategy, the adjustment of the brand architecture is also the "highlight". It is imperative to build brand differentiation advantages and promote brand upwards.
First of all, Changan Automobile will make every effort to ensure the success of the Avita brand to establish a high-end brand image. Since the debut of Avita 11 last year, Avita's first model, it has shown its strong product strength with a pure electric end life of more than 700km, 0-100km/h acceleration of less than 4 seconds, and a high-voltage super fast charge of 200kW and the top computing power of 400Tops.
According to the plan, in the second quarter of this year, Avita 11 will be officially released, and the retail network will also be unveiled. In the third quarter, Avita 11 will achieve the first batch of mass production and user delivery. In addition, Avita plans to release four new vehicles in the next five years, and the CHN architecture is expected to fully release the intelligent electric capabilities and create a high-end electric vehicle with core competitiveness.
Secondly, Changan Automobile will release a new digital pure electric brand. On January 24 this year, the signing ceremony of the B round financing of Chongqing Changan New Energy Automobile Technology Co., Ltd. was successfully held. The B-round capital increase of Changan New Energy was invested by 10 units, including Changan Automobile, raising a total of about 4.9773 billion yuan. The final result of nearly 2 billion yuan of super-raised funds also shows that the development of Changan New Energy has been fully recognized by investors and is full of confidence in future development.
At the same time, the first strategic model C385, based on Changan Automobile's new dedicated electric vehicle platform, is also scheduled to be officially launched within the year. Not long ago, Changan New Energy has launched the national investment promotion work of the C385 order center. It is understood that Changan New Energy plans to plan 156 supermarkets/business circle stores in the C385 order center in 48 key cities across the country, and lists another 47 cities as opportunity markets and lays out 47 mini stores. The introduction of the order center in the planned area will be completed by the end of February.
It is worth mentioning that Changan Automobile has also launched a new automobile project codenamed E0, and will adopt a new model to create a future technology leader with users and ecological partners in the future.
In addition to accelerating the layout in the field of new energy, the UNI high-end product sequence that was rumored to be "self-reliant portal" last year will also be upgraded to an independent brand in the near future. In the innovation and entrepreneurship plan 5.0 strategy has been clearly proposed, will increase the brand premium, design UNI brand.
According to Changan Automobile's previous vision, 2022 will become the strategic escort stage of the UNI brand. At present, Changan Automobile has defined the UNI high-end product sequence as "an innovative brand that takes the user as the center and solves the relationship with the user". The priority now is to clarify the brand's perception in the minds of consumers.
At present, Changan Automobile is accelerating the construction of UNI Service offline experience stores, providing customer-centric car service that exceeds customer expectations and has a unique tone, realizing multi-dimensional interactive reach of brands, stores and car owners platforms, and ultimately maximizing customer life cycle value through the enhancement of car owner loyalty, and becoming a brand advocate and brand partner of Changan Automobile.
Finally, in the innovation and entrepreneurship plan 5.0 strategy, we will promote the renewal of Auchan Automobile and Kaicheng Automobile brands and strengthen the operation of independent brands. It is also one of the priorities of Changan Automobile, and these two brands have also planned a number of new models during the year, which will also contribute new strength to the overall development of Changan Automobile.
summary:
Under the background of the continuous turmoil in the automobile market, 2022 has become a key year for the transformation and development of Changan Automobile. The release of the Innovation and Entrepreneurship Plan 5.0 strategy not only sets the tone for enterprise transformation, but also points out the development direction of Changan Automobile. It is believed that relying on diversified product layout and technology accumulation, Changan Automobile may not be difficult to achieve the set strategic goals.