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Design | microcosm
It was a fast-growing "she era" where women were demonstrating impressive influence in all areas of the world.
The automobile has always been an important symbol, representing freedom of movement, control, power, identity and assets. However, the automotive industry was once considered a male-centric industry, which not only dominated the entire automotive market, but also an extremely important consumer force. But with the rise of her economy and the continuous improvement of women's purchasing power, "female marketing" has gradually become a hot word in the marketing circle.
Some women with strong faith and enthusiasm have also devoted themselves to the field of automobiles and become indispensable beings and forces, so that the automobile can be liberated from the shackles of stereotypes and establish a new relationship between women and cars.
On the occasion of this Goddess Day, the automotive appraisal will take stock of the outstanding female representatives in the automotive field, and on this special day, jointly verify this "her strength".
Sales have always been the yardstick for measuring automotive products, and the Haval brand under the Great Wall continues to create sales myths, of which haval H6 is a phenomenon-level existence, making Great Wall Motors shine in the fierce competition in the automotive market.
And all this is inseparable from the efforts of a strong woman, she is the founder of Haval H6, known as the Great Wall Motor "Iron Lady" Wang Fengying.
In 1991, Wang Fengying joined Great Wall Motors, and started from the grassroots level, with outstanding performance, and conscientious work attitude in only two months, she served as the general manager, and then in 2003, she was promoted to the female president of the internal senior management of Great Wall Motors.
In the past 30 years, the Great Wall has become the head enterprise of China's own brand from a small workshop in the past, and Wang Fengying has also become the only female CEO in China's automotive industry from a grassroots salesman with her own efforts and efforts.
As Wang Fengying said, if women want to win the differentiated advantage in the male world, they need to position their roles more clearly. If a woman shows a more sincere and stable professional manager, she will establish an advantage in itself.
A few days ago, according to the news released by Great Wall Motors, Wang Fengying applied to resign as an executive director, vice chairman and member of the Strategy and Sustainable Development Committee of Great Wall Motor Company due to work needs, and will once again serve as the chairman of the company.
This personnel change may mean that younger management will begin to enter the core field of Great Wall Motors.
A generation can only do the things of one generation, and Wang Fengying's success undoubtedly belongs to the previous era.
Therefore, Wang Fengying's choice to gradually retreat behind the scenes is reasonable. But the mutual achievements of Wang Fengying and Great Wall Motors, her history of struggle will continue to inspire more people who are struggling in the automotive market.
In the past two years, the Lincoln brand has become one of the fastest rising second-tier luxury brands. In 2018, the American luxury car company that once held a try was struggling, and growth became extremely difficult.
It was also at this time that Mao Jingbo took over as president of Lincoln's Asia Pacific and China region, and became lincoln's first president whose native language was Chinese after entering China.
Mao Jingbo has been in office for less than 4 years, and has been re-sorted with his delicate perspective unique to women and his keen sense of smell that has been infiltrating the luxury car market for many years. Promote the "four adherences" marketing management, take demand as the value orientation, and actively accelerate the process of Lincoln localization, so that Lincoln gradually out of the predicament, known as a classic case of marketing.
In addition, Lincoln has also created innovative customer relationships, not only continuing to adhere to the offline ritualistic hospitality, but also opening up the "anytime online" online service system with the help of digital technology, and promoting the "Lincoln Way" into the 2.0 era.
By the end of 2021, the Lincoln brand had sold 88,000 new vehicles, an increase of 124.5% year-on-year. In the combination of a relatively complete product sequence and consistent value marketing methods, the Lincoln brand has sprung up and gained valuable increments in the disadvantages.
Through Lincoln's rising sales year by year, it is not difficult to see that the recognition of Lincoln by Chinese users further reflects that the strong woman Mao Jingbo is an excellent brand helmsman.
Yang Meihong was once hailed as one of the "Five Golden Flowers" who served as a public relations manager for global auto companies in China in the early 1990s. Since entering the automotive industry in 1993, Yang Meihong has worked for Korean, American and German auto companies, and has held important positions in public relations, and has also served as vice president of Volkswagen Group (China).
From 1996 to 2001, Yang Meihong served as for Ford China's public relations and community relations manager, and under Ford's training, Yang Meihong became the first person in China to contact the American public relations concept.
Then, he has continued to work hard in the field of automotive public relations communication and corporate social responsibility, with unique insights and profound industry accumulation, becoming one of the most senior practitioners in the public relations industry of Chinese automotive enterprises.
At present, Ford is in a critical period of recovery in the Chinese market, and Yang Meihong has accumulated rich experience in corporate communication and returned to the Ford family. What Ford China is missing at the moment is exactly what Yang Meihong has been good at in her past resume.
Her return will undoubtedly add impetus to The Ford brand transformation, further strengthen the strength of Ford China's management team, accelerate the "Ford China 2.0" plan, and reshape the brand image of Ford in China.
As Yang Meihong said, "Automotive products have high technical content, there is no shortcut, and automotive public relations personnel must also master automotive technical knowledge to work better." ”
Today's automotive industry has long been different, and joining Ford Yang Meihong again will face another difficult challenge. However, we believe that Yang Meihong, who has never fought an unprepared battle, has long been ready to go, and it is expected to bring the century-old Ford to a new level.
Graduated from Beijing University of Technology majoring in automotive, Wang Qiufeng has worked in Automotive Knowledge Magazine, Economic Observer, First Financial Daily, Sohu Automobile and Tencent Automobile, she has a wealth of experience in the industry and trading, and from the media to the new new energy vehicle brand Jihu, becoming one of the most representative female figures in the automotive enterprise.
Professional people, do professional things.
Since Wang Qiufeng officially joined BAIC BJEV, serving as vice president of Arcfox (Jihu) BU, the high-end brand Jihu brand of Beiqi Blue Valley Automobile Manufacturing Base can be described as a comprehensive force, and she has broken the brand marketing challenges and problems in the process of The Jihu brand's conquest of the high-end new energy market with Internet thinking.
In terms of improving user experience, Wang Qiufeng once said: "The customer is God, we have to kneel, the user is a friend, we have to communicate sincerely." ”
It is not difficult to see that in this era when users are king, she has made Jihu not only successful in product sales at the level of product sales with her operation ideas from "customers" to "users", but also gained the affirmation and love of users in the brand reputation, which shows Wang Qiufeng's boldness and ability.
Sun Wei, known as the "leader" of luxury brand marketing, has been deeply involved in the automotive market for nearly 30 years and is one of the few female senior managers in China's automotive industry.
She has been with Volvo China Sales Limited since 1995 and has been with the Volvo brand for 16 years. During her tenure as Marketing Director for China, she led the brand's entire brand's Chinese communications and marketing efforts.
Sun Wei, who has rich management and practical experience in marketing and public relations affairs, insists on implementing high-end events such as the Volvo Open Golf Tournament and the Regatta in China, laying a solid brand foundation for the subsequent development of Volvo in the Chinese market.
Until 2013, Sun Wei became acquainted with BMW, served as vice president of BMW Brilliance in charge of public relations, and in a short period of time, with his outstanding ability and performance, he was transferred to BMW China as vice president of corporate affairs in greater China of the BMW Group.
In Sun Wei's view, BMW has a history of 104 years, and in the entire historical development, it has constantly broken through itself, challenged itself, and constantly innovated, and its self-innovation ability is very strong. Therefore, in the face of digitalization, electrification and sustainable background, BMW has laid out its strategic layout in advance, deepened its products, and comprehensively accelerated the process of electrification and intelligence, so as to meet the expectations of users for luxury travel and brands.
Wang Yan from Shanghai is a gentle and intellectual female executive in the automotive market, she not only exudes artistic sensibility, but also has made landmark achievements in the fiercely competitive car circle.
Wang Yan, who has worked for Mercedes-Benz for 12 years, is the first batch of employees after Mercedes-Benz founded the company in China in 2002, and is also the most outstanding veteran, she personally created the Mercedes-Benz public relations team, and effectively improved its reputation in China for Mercedes-Benz.
In 2014, Wang Yan accumulated deep practical experience in the industry and solid public relations business capabilities, officially joined Jaguar Land Rover, and guided the brand's communication, social responsibility and other businesses.
It has led the "Jaguar Land Rover China Youth Dream Fund" jointly established by Jaguar Land Rover China and the China Soong Ching Ling Foundation, and comprehensively promoted the brand building of Jaguar Land Rover in China into a new stage with professional and dedicated business capabilities.
Wang Yan has a tenacious spirit of struggle under her gentle appearance, and as one of the "pioneers" in the field of public welfare in the automotive circle, her achievements have also won the affirmation of the industry and all walks of life.
Among the car companies that are surprised by the storm, Peng Feili can be described as a female executive representative who does not let her eyebrows be shaved. As early as 1995, she was strong in business ability and uneasy with the status quo, she was already the marketing director of Ray-Ban sunglasses in China.
She then joined Michelin China in 2000 and has moved her impressive performance to Michelin's Asia Pacific Marketing Department, where she is responsible for the management of PR, events and retail marketing.
Peng Feili's resume is not only rich, but also a wide range of contacts, it is not difficult to see that she is not only a very malleable professional woman, but also has the ability to adapt to the environment.
In 2012, she accumulated more than 12 years of senior management experience in the field of public relations in China, and after working in a number of multinational companies, she once again chose to challenge herself to join Volkswagen Group China and serve as vice president of Volkswagen Group China, in charge of public relations and communications business.
The challenge really came unexpectedly, and soon after Peng Feili joined Volkswagen China, she encountered the "DSG" incident and was ordered to die after Yang Meihong. At the most sensitive moment, she was the first to rush to the front, quickly sorted out the company's key information and interviewed directly, trying to resolve the crisis.
Since then, she has spared no effort to leverage her expertise in public relations and communications to help the firm strengthen and implement its overall PR strategy.
She firmly believes that there must be a reward for giving, and sincerity will eventually impress people.
To this day, Peng Feili's title is still vice president of Volkswagen Group (China), head of public relations and communication department, still working diligently in the post, writing a richer and better workplace model.
Courage, skill, confidence, strength, machinery, are never traits or labels exclusive to men. When cars are associated with women, they also see power and infinite possibilities.
Their sensibility can ensure that the product is more perfect, and their rationality and innate sensitivity to safety also make them more concerned about market changes and problems.
New technologies will create new patterns, and on the architectural stage of the new era, more and more women will become the backbone of their work, exerting the unique ingenuity of women.
"They" walked with hard sweat to dream, broke all the shackles about women's "inappropriate", "should not", "do not need", and drove firmly and confidently on the road of the new era.
Let us pay tribute to the "she" who works hard in the automotive field, and pay tribute to every excellent woman.