Text | Liuzhou Ling is less
Edit | Small balls
Xue Haitao did not appear on the stage, more time and energy to follow the leader Shen Zong "mixed";
It is also logical that Zhou Ju, Zhang Yiqin, and others, who are also young and energetic and have a good external image, are pushed into the spotlight to wave the flag and shout.
"We aspire to become a global brand that young people are proud of, and from today on, it has a new name - China Wuling!"
On February 22, 2022, the once-in-a-century "2" sub, the bearer of China's micro-car industry, SAIC-GM-Wuling, played a big ticket in the venue near Shanghai's trendy landmark Shanghai Fish.
Not only did it release a new strategy for new cars, but the key was to "change" the brand name, give Liuzhou Wuling the name of "China", and vow to rush out of Liuzhou and go to the world!
If I remember correctly, this is another press conference held by Wuling after the Wuzhen Brand Night in September last year, which has aroused widespread concern in the industry and even has a bit of a sensational effect.
Put into the past, this is not common.
The relevant person in charge of the former Wuling brand admitted to Leju Automobile, "Wuling is a very low-key enterprise, from Shen Zong (Shenyang) down to everyone in our company, doing far more than saying."
However, the outside world can clearly feel that after the brand night in September last year, Wuling, especially the silver label Wuling, began to show a more high-profile posture.
The controversy is very large, and the strength does not allow Wuling to keep a low profile
It should be pointed out that the "low-key" gene in Wuling's bones has a historical origin.
One, Wuling's birthplace and base camp are located in Liuzhou, Guangxi;
Although after decades of reform and opening up, this year's Liuzhou snail powder is well-known all over the world, and the city night view also has the reputation of "Little Shanghai", but in the 1980s, it is not too much to describe it as "remote".
Fawc, Dongfeng, Changan and other central enterprise national teams are not to mention, even compared with large local state-owned enterprises such as BAIC, SAIC, and GAC, Wuling's background is unremarkable.
For example, today's Wuling is like a "winner from a poor family" who has been tested.
Second, compared with those friends who "root and miao hong" to build cars, the predecessor of Wuling Automobile was to build tractors.
Wuling Automobile was formerly built as a tractor
All of this determines that Wuling in his bones has a low-key and simple gene.
Of course, we do not agree with the "theory of origin", but it is undeniable that even in the 21st century today, the words and demeanor of taxi drivers can be described as clearly distinguished between those you play on the streets of Beijing and on the streets of a relatively small city like Liuzhou, Guangxi.
Therefore, even as early as many years ago, Wuling has been doing well in the micro-car industry, and the overall production and marketing scale is far more than the above brand factories;
However, in addition to the vast number of middle- and low-level toiling masses voting with their feet, in the mainstream media and public opinion field, Wuling's "sense of existence" and exposure were once seriously incompatible with its volume.
Wuling has given people an inherent brand impression in the past
Put in the era of Wuling Hongguang series free traveling the world, this is no problem, after all, the core audience and user population decide, no matter what brand exposure and reputation you have, grassroots people buy a car, "leather is reliable, cost-effective" is the king.
However, with the continuous development of the national economy and the entry of automobile commodities into the "consumption upgrade tide", Wuling is also constantly upgrading and evolving, from the launch of Baojun with a relatively higher positioning, to the replacement and upgrading of "Diamond Standard" Baojun, and the "Global Silver Label" Wuling.
Especially in the past two years, in line with the tide of the era of vigorous development of new energy vehicles, Hongguang MINIEV has quickly spread throughout the north and south of the river, the streets and alleys with lightning speed, becoming the best-selling new energy electric vehicle model in China and even in the world...
Wuling's brand awareness and topicality have soared to an unprecedented height.
Even from Hongguang MINIEV to Silver Label Wuling, the controversy is still quite large, but the strength has not allowed Wuling to continue to keep a low profile.
Hongguang MINIEV, which sells tens of thousands of units per month
If that's the case, what is the "stuffy" thing to do!
In the countdown to retirement in Shenyang, Xue Haitao entered a period of dormancy
It is worth noting that roughly from the second half of last year, when Wuling opened its full horsepower to frequently shine its sword and sell itself to the outside world, Xue Haitao, a post-80s marketing general and the leader of SAIC-GM-Wuling Sales Company, actually entered a "low-key dormancy period".
This is not scientific.
You know, Xue Haitao, who is rich and strong and wears Yang, is in the year of fighting, and whenever the Wuling brand events are held in the past, he is basically led by him personally whenever there is a major event of the Wuling brand.
Xue Haitao, deputy general manager of SAIC-GM-Wuling and general manager of the sales company
Zhou Ju, Zhang Yiqin, and other "red people" in the media today are to "stand aside" when accompanying Xue Haitao to attend events and accept group interviews.
Why is there such a clever change?
Xue Haitao, who is also a post-80s "young talent" with Zhou Ju and Zhang Yiqin, has shifted from the past stage to the stage at this node, based on what considerations?!
For some melon-eating masses for unknown reasons, they may simply think that Xue Haitao is going to be "hidden in the snow" and "beaten into the cold palace" rhythm, but according to the understanding and observation of Leju Automobile, the fact may be the opposite -
The boss of Shenyang is deliberately "protecting" and cultivating Xue Haitao.
In fact, around September last year, there was a gust of wind in the industry, when the Shenyang comrades who had dedicated most of their lives to the cause of Wuling (after graduation and entering the factory for 36 years), had just turned 60 years old and entered the year of huajia, theoretically reaching the age of "retirement to the point" of general state-owned enterprise leaders.
Therefore, at that time, there was a media analysis that Xue Haitao, the leader of the post-80s sales company who once made achievements in the marketing line, was expected to become the successor of Shenyang.
Shenyang, Vice President of SAIC Group and General Manager of SAIC-GM-Wuling
However, in this news, whether it is the parent company SAIC Group or SAIC-GM-Wuling, it has not been "silent" and has not responded positively and publicly to the above rumors.
After all, Chen Hong, chairman of SAIC Motor, was also born in 1961, and last year also reached the age of retirement at the age of 60, but Chen Hong did not retire at the point but publicly renewed his term.
Chairman Chen Hong, who is "not very ideal", can still continue to work at the point, and dedicate the first half of his life's hard work to Shenyang, whose career is still remarkable, and naturally has sufficient reasons to continue to work.
It makes sense to be public or private, to be reasonable.
Chen Hong, chairman of SAIC Motor, turned 60 last year and continued to work
It is only completely different from Chen Hong's high-profile renewal, the renewal of Comrade Shenyang is obviously too low-key, and even the industry has not reported public reports and explanations.
This is also in line with Shenyang's low-key and pragmatic external style.
Haitao retreated behind the scenes, and Zhou Ju became the spokesperson for Wuling's exposure
Whether it is Chen Hong or Shenyang, the years are not spared.
With reference to the new "conventions" that have emerged in the industry in the past two years, even if they continue to work, they will at most work for another two or three years, and the 63-year-old seems to have become the timeline of the "retirement" of the new state-owned car companies.
In the Year of the Tiger, Shenyang began to inspect the sales company
Therefore, in the next two or three years, in addition to continuing to worry about the development of the enterprise, a very important task of Shenyang is to find and cultivate a new outstanding leader for SAIC-GM-Wuling.
Xue Haitao, a post-80s generation who is rich and strong and is the deputy general manager of SAIC-GM-Wuling and the general manager of the sales company, is undoubtedly a member of the general who deserves Shenyang's painstaking cultivation. He is also a seeded player with great potential.
Of course, Xue Haitao's visual inspection also has obvious "shortcomings", and unlike the background of the technical dispatch of the Shenyang boss, Xue's public resume has not played a role in the technical interface, so this has also become a key constraint on whether Xue can eventually go further.
Regardless of what, according to the understanding and observation of Leju Automobile, for some time, SAIC-GM-Wuling has deliberately let Xue Haitao retreat from the front of the stage to the backstage, and put more thought and energy into sharing and managing the bigger things of the enterprise with Shenyang Zong, and it is not difficult to see that the intention of the above to "support" him is obvious.
Haitao did not appear on the stage, and China's Wuling had to go out of Liuzhou and go to the world on a new journey, and it was necessary to separate and wave the flag more with the times.
It is logical that the corresponding role-players let Zhou Ju, Zhang Yiqin and other people who are also young and powerful and have a better external image share it.
Wuling Strategy Night Zhou Ju and Zhang Yiqin took the stage to give speeches
You see in the past two years, whether it is Zhou Ju or Zhang Yiqin, the rise of external positions has also changed.
External endorsements, especially often having to stand in the center of the stage and in the spotlight, are a good errand.
However, just as the coin always has a positive and negative side, it has also attracted some unavoidable criticism to Zhou Ju and Zhang Yiqin.
If you want to wear a crown, you must bear its weight, and the taste is like a fish drinking water.
Le Tease Observation:
Self-confidence is very important for a person's growth and development, and the same is true for a business.
In the past, China was poor and backward, and China's automobile industry started decades later than that of Western developed countries, and the real sense of independent development was even more late than a hundred years. Therefore, the previous Chinese and Chinese brands, more often than not only low-key, simple parts.
Don't say beyond the "master", even dare not think about catching up.
But the wheel of history rolls forward, thirty years of Hedong and thirty years of Hexi, today's China has accelerated its revival and rise in various fields, and the automotive industry has also evolved a number of backbones with strength and dare to confront joint venture brands.
Changan, Great Wall, Geely, Chery, BYD and other independent strong enterprises are not to mention, Weilai, Ideal, Xiaopeng and other new car-making forces have also begun to dare to openly launch an impact on multinational giants such as BBA and Tesla.
Even Wuling, which once favored a corner of Liuzhou in Guangxi and rose by building micro-cars, now dares to shout as confidently as Zhou Ju at the new brand and product launches, go out of China, go to the world, and become the "China Wuling" that makes Chinese consumers proud and proud!
I have to say that the times have really changed, and the century-old automobile industry will indeed usher in new changes and reconstructions.
When Zhou Ju's voice just fell and the audience sounded one after another applause, we need to realize:
The self-confidence and fighting spirit of Chinese auto people have been ignited, and the dream of an automobile power is not out of reach.
Self-confidence awakening, China Wuling, I see the line √