Text | Shanghai is less congruent
Edit | Small balls
Accomplish things because of people, and abolish things because of people. If Xingtu wants to seize the final window period of the fuel vehicle market to successfully break through, it is of course very important to change;
But the key is to change the right person, to change a fierce general who can "play hi" the star path, rather than a Confucian general who cannot be let go of the "dead brain".
About Chery, about Xingtu, we pay no less attention.
The reasons are not difficult to understand:
First, although the independent old brother who has always shown the image of "technology Chery", Chery has been "doing well" in the past ten years in the matter of car building, and the market sales have been surpassed by friends such as Chang'an, Great Wall, and Geely, and the brand image and premium are all the way down;
However, after all, Chery's head comrade Lao Yin (Yin Tongyue) himself is engaged in technology, and Chery's research and attention to the technical field for a long time is obvious to all in the industry.
Therefore, Chery Automobile "sells" in general, but the fact that Big Brother "has some goods in his belly" is beyond doubt. Le Tease classmates who are also from an engineer background naturally have some admiration for Chery in their bones!
Leju car test drive Starway 400T
Second, the family members have more than one Chery brand car, so they can also be regarded as the family members of chery owners;
In fact, it is precisely in view of chery's few brushes in the car itself, we know that Chery's drawbacks are that marketing is not good, and the styling design cannot keep up with the rhythm;
In line with the principle of "pragmatic and non-retreative" car purchase and car demand, in the past two years, the author has recommended the purchase of two Chery brand family cars to his relatives.
Therefore, for me personally, combined with the feedback of relatives and friends around me, Chery is an excellent window for me to observe the domestic cars of my own brands.
01
Gao Xinhua let go, and the star path regenerated
Back to the topic to be analyzed and discussed today - Chery's high-end brand star path, it is about to change again!
Dr. Gao Xinhua will return to the technical post and no longer be the commander of the star
More precisely, after Gao Xinhua gave up the responsibility of Xingtu and returned to the technical post, the future and destiny of the Xingtu brand will also face new and greater uncertainties.
Leju Automobile noted that in recent times, some media and insiders in the industry have exposed that the core management of Chery, headed by Yin Tongyue, has just begun in the Year of the Tiger, and has ushered in a new and substantial adjustment.
Among them, the one that attracts special attention is Yin Tongyue's "alumni and love general"——
Dr. Gao Xinhua, who is also a technical dispatcher, will return to the R&D technology line that he is more adept at and familiar with after a year and a few months of "cross-border" ownership of the Xingtu brand. No longer in charge of the Starway brand.
After Gao Xinhua returned to the technical post and "let go" of the Xingtu brand, the marketing burden of the Xingtu brand will continue to return to the hands of Jia Yaquan, deputy general manager of Chery Automobile and general manager of the company.
Equivalent to Gao Xinhua "testing the waters" for more than a year, no longer play, the marketing work of chery and Xingtu two major brands will once again be led by Jia Yaquan.
02
Sales are not up to standard, and Gao Xinhua "does not fall but rises"
In a sense, behind this change is the reflection of:
The core management of Chery, headed by Yin Tongyue, is not very satisfied with the actual combat performance of the core "Iron Triangle" of the Xingtu brand composed of Dr. Gao Xinhua + Veteran Jin Yibo + Ye Lei in the past year.
Life and death, sales are large.
Failure to meet performance standards, or more euphemistically, failure to meet the expectations and assumptions above is ultimately someone to be held accountable.
At the beginning of last year, Chery's annual sales expectation for the Xingtu brand was 50,000 vehicles, and Yin Tongyue also publicly stated, "This year's Xingtu sales reached 50,000 vehicles, and I took away the 'deputy' word in front of Ye Lei's title (executive deputy general manager of the marketing center)!"
Now that the results have come out, The last few months of 2021 have been desperately "on the volume", and finally it still ends with an annual sales result of less than 40,000 vehicles, the basic goal is achieved in the morning, and it is inevitable that the personnel structure will be adjusted again.
It should be pointed out that GaoXinghua and Jin Yibo are full of Chery "veterans", and they can also be called Lao Yin's confidants, so even if Xingtu's performance last year is still not ideal, it cannot be too direct and cold to the hearts of veterans.
It is reported that at the same time that Gao Xinhua returned to the technical post, the post was "not lowered but risen" on the rise.
After becoming the executive deputy general manager of Chery, Gao Xinhua was also in charge of the product development management center, the automotive engineering technology R&D institute, the product line, and concurrently served as the president of the automotive engineering technology R&D institute, the chairman of Wuhu Xiongshi Automobile Technology Co., Ltd., and the director of the product and technology management joint committee.
Leju Automobile noted that on February 23 this year, the legal representative of Wuhu Xiongshi Automobile Technology Co., Ltd. was changed from the previous Yin Tongyue to Gao Xinhua; at the same time, Gao Xinhua was adjusted from director to chairman, and Yin Tongyue was adjusted from chairman to director.
Ye Lei, Executive Deputy General Manager of Xingtu Brand Marketing Center
All kinds of indications show that the relevant "rumors" about Gao Xinhua's return to the technical post are not empty.
As for Ye Lei's whereabouts, it remains to be seen. Even if you don't leave, promotion is unlikely.
03
Jia Yaquan is in charge of Chery and Xingtu at the same time, is it appropriate?
Needless to say, Yin Tongyue can continue to run Chery for many years.
Regrettably, most of the life's work has been poured into Chery Automobile, from Ruilin, Qoros to Xingtu, Chery's high-end dream can be said to have been repeatedly defeated and defeated, and there is still no sign of success so far.
As the saying goes, a man lives a breath and a tree lives a skin.
The success or failure of Xingtu has become the biggest "heart disease" before Lao Yin retired.
Yin Tongyue, chairman of Chery Holdings
Like the Great Wall Wei Jianjun, Geely Li Shufu, BYD Wang Chuanfu and other industry colleagues, as the representative of the top boss in China's automotive industry, Yin Tongyue, who was sent by technology, is on the common track of "independent high-end dream", and naturally wants to win praise and reputation, at least not to lose too badly.
Therefore, even if Gao Xinhua's seniority is old and Yin Tongyue is heavy on him, the effect of actual combat for more than a year is still not ideal, and it is imperative to change the general and fight again.
The problem is that, taking the very critical marketing sector as an example, Dr. Xinghua let go, but is it really appropriate to hand over the marketing power of Xingtu to Jia Yaquan again, so that he can be responsible for the marketing of both Chery and Xingtu brands?
It should be noted that Chery has its strategic considerations for making this arrangement, for example, a very important point is that the overall "profitability" of Chery Automobile has become weaker and weaker in recent years, and the profits over the past few years are less than a fraction of the Great Wall and Geely...
Therefore, on the occasion of great changes and adjustments, especially chery is preparing to take Jietu, QQ Ice Cream, and the new high-end electric vehicle brand that will be released as the starting point, and play a big game in the field of new energy;
The integration of Chery and Xingtu, two partial fuel vehicle brands with extremely high correlation (not only high product relevance, sales and after-sales channels are highly overlapping), marketing together can save a lot of manpower, material resources and funds in a sense.
Jia Yaquan, deputy general manager of Chery Automobile and general manager of the marketing company
It's just that chery brand has lacked achievements and novelty in the field of marketing in the past so many years, and Chery's male image of "first-class technology, second-rate brand, third-rate marketing" has long been deeply rooted in the hearts of the people...
In fact, compared with Li Xueyong of Jietu and Wang Lei of iCar Ecology, who are good at "doing things", Jia Yaquan, who is a foreign professional manager, has always shown people with the image of "Confucian generals", and will not come to things and do things at all.
Such a marketing will be handsome, put into this year's "defending the city" is not necessarily good, how to activate the already depressed star path?!
You know, the positioning of Xingtu is to compete for a high-end brand, upward and upward, what is high-end?
To put it bluntly, high-end brands must be good at shaping the brand's compulsion, good at "loading" and "holding".
To make consumers feel that buying your car, not only the three major pieces have a solid foundation, but also to meet their certain "sense of identity and vanity".
From this point of view, it is clear that the Confucian general Jia Yaquan is not an excellent candidate to activate Xingtu and lead Xingtu to establish a high-end brand image.
Le Tease Observation:
Remember that we made a similar point explicitly in previous articles;
As a new high-end brand incubated by Chery Technology, with Chery's more than 20 years of car-making skills to escort, Xingtu from the engine, gearbox chassis, core three major parts are undoubtedly more competitive, should be enough to be reassuring.
Especially combined with the price of its products, it is completely worth the money, such as the 400T of the StarWay That we just test-drove at the end of last year, and the product power is fully powerful to "pick up Highlander, down Veranda"!
But this year, not to mention the good products to go, the price of each market segment of the independent joint venture has long been hit by the head of the bloodstream.
Compared with the Tiggo series and Arrizo series products under Chery's mother brand, After all, Xingtu's positioning is relatively higher, and the light products are not bad.
Looking back at the past few years, Xingtu brand marketing has no bright spots and new ideas, and often changes ideas and play styles, how can we create a brand premium and image that matches it?
Again, it is said that things are done because of people, and things are abolished because of people.
If Xingtu wants to seize the final window period of the fuel vehicle market to successfully break through, it is of course very important to change!