What does Starway mean for Chery? In the words of the head of the person, Yin Tongyue, it is "Audi".
As the product of Chery's "independent high-end" ten years of grinding a sword, Xingtu has carried Chery's unlimited expectations, or Yin Tongyue's expectations since its birth. Although Chery has not given up the dream of high-end since its inception, before the star path, Chery did not have too good a record (although it is almost the same now), it was difficult to hatch a flame, Chery of course wanted to burn into the fire. Therefore, in Chery's strategic planning, "adhering to the brand upwards and making every effort to build a star" has always been the core of the core.
The result? Taking 2021 as an example, Xingtu's annual sales volume was 37,154 units, an increase of 121% year-on-year. At first glance, it looks good, but next door, Lynk & Co and WEY contributed 221878 units and 67681 units respectively, an increase of 26% and -25.65% year-on-year, and the gap is obvious. In such a data comparison, the only thing that Xingtu can get on the table is probably only this 121% growth rate.
Although the admission dates vary, it's hard to throw the pot of gaps to the back of time. Some people say that the culprits are Jia Yaquan and Gao Xinhua, the "double males" of Xingtu, and as the leader of the way, they cannot escape the blame. There is some truth to this, but it is somewhat too extreme. And here in Chery's head, Yin Tongyue, the answer may be different.
"Two Males" and Starway
Chery is indeed the big brother in the independent brand, and it is indeed the one that goes the fastest, when everyone was still pursuing "compradorism", Chery has dared to start to do self-developed motivation and gearbox. Although it later paid a lot of tuition, chery has gained a lot in spirit and results, so that although Chery is not popular in the terminal market, when it comes to technology, Chery's title of "one brother" is absolutely politically correct. Unfortunately, Cherykong has a body of technology but there are not enough talents, and the stereotype of "first-class technology, second-rate brand, and third-rate marketing" in the eyes of the outside world is a kind of evidence. The existence of Jia Yaquan and Gao Xinhua has somewhat made up for some deficiencies.
Regarding Jia Yaquan, the most popular evaluation from the outside world is the word "Confucian general". From the Great Wall to Borgward to Chery, Jia Yaquan, who came from sales, has been immersed in the industry for more than 20 years, after entering Chery and Xingtu, Jia Yaquan is a variety of things: cross-border joint with Huiyuan, Wanderer, Hongxing Erke and other brands, sponsoring the variety show "Extreme Challenge Treasure Line", cooperating with Douyin "Hot Song", and initiating linkage domestic activities... But in essence, the method is still too traditional, although Jia Yaquan single-handedly created the sales myth of Haval H6, but when it came to Chery and Xingtu, he failed to continue the glory. Especially for Xingtu, in order to break through upwards, you must know how to "make friends" with young people, too lazy and traditional marketing methods, it is difficult to do anything.
As for Gao Xinhua, unlike the "outsider" Jia Yaquan, he and Yin Tongyue are technical dispatches, and he is also Yin Tongyue's "alumni and love general", which can be said to have accompanied Chery's growth. After taking the road to the star, Gao Xinhua made adjustments to the marketing system of Jia Yaquan's period, when the outside world generally believed that Jia Yaquan had helped Gao Xinhua to try and make mistakes, and the next answer sheet should be very good,Moreover, Gao Xinhua is still an old man in Chery marketing and research and development, and this time breaking the circle should not be a problem. The effect of not thinking of "new officials taking office" is not obvious, and Gao Xinhua in marketing still generally continues the old things, so the sales line expected by the outside world has not appeared. At that time, the whole market was flying fast, and the facts told us: the arrival of Gao Xinhua did not bring new shining points, and the star path still lagged behind the entire market. It is not surprising why Xingtu has been pursuing the principle of "sales secret and not announcing" for some time in the past, after all, it is not enough to see, and it will dissuade potential consumers if it is not good.
Of course, Gao Xinhua has not made no efforts, such as pinning his hopes on the Star Path Moon and the M3X Mars architecture, but in the end he still failed to achieve his wishes. The naming strategy of "Lanyue" itself has some problems, the orientation is unknown; although the M3X Mars architecture is blown loudly, it can be based on the Chery Lion Zhiyun system, the root is still Chery's set, the horizontal quality is even better than the new forces of car manufacturing, and it is completely out of tune to want to talk about "international leadership".
Is it appropriate to make frequent substitutions?
Gao Xinhua once participated in the whole process of "God Car" Chery QQ, witnessing Chery's first highlight moment. In Yin Tongyue's eyes, he is an advanced element. Therefore, over the years, The large-scale personnel transfer within Chery, Gao Xinhua has almost all participated. Although there are constant controversies in the process, the overall situation is good from the perspective of the results. Just looking at the essence through the phenomenon, behind this may contain the helplessness of Chery and Yin Tongyue.
Chery's internal "internal rotation, misplaced employment" system is not a new thing, Huawei, Siemens, Ericsson and so on are using. However, the difference is that Chery's current system capabilities and talent training mechanism are not so strong, and the risks brought by cross-border use of talents are far greater than those of reference objects. Of course, Yin Tongyue also knows this, but his own resources are limited, and the frequent changes in the top level and the lack of talent reserves make Yin Tongyue have to "rush to success". In terms of personal feelings, I believe that in Yin Tongyue's eyes, Jia Yaquan and Gao Xinhua are good generals, but unfortunately, the time is not right, and the limited sales growth of Xingtu is far from enough for Chery and Yin Tongyue at present. Therefore, another personnel transfer is also inevitable. Gao Xinhua returned to the technical post, and Jia Yaquan once again took over the marketing work of Xingtu in an all-round way.
Why is it "re-enactment"? Because before Gao Xinhua's "cross-border" was in charge, Jia Yaquan was a leader in Xingtu. And this adjustment, in fact, just brings everything back to the beginning of two years ago. Of course, for Gao Xinhua, this is somewhat suspected of "back the pot", but Yin Tongyue always wants to "kill the chicken and scare the monkey", but after all, he is a good general, and he cannot casually punish the loss of military heart, so in the end, although Gao Xinhua was replaced, the position was actually not reduced but promoted, which is actually another embodiment of "no merit and hard work".
Is Yin Tongyue old?
Recently, an online article with the theme of "Yin Tongyue, Incorruptible and Old" is quite popular, which has once again triggered a discussion about when Yin Tongyue will retire. On this point, in fact, Yin Tongyue has long said that he will soon say goodbye to Chery, the difference is only that he will continue to work for a few years. But standing at this point in time to question Yin Tongyue's vision, I think it is not fair.
The reason why Chery is not popular, many people put the reason down to the design and marketing level, car fans have ridiculed other car companies can afford to invite Egger, Pierre, only Chery is not at all careful. It is true that chery's design level in recent years is indeed not enough to see, but this is not the responsibility of Yin Tongyue alone, the root cause is still Chery's internal struggle, and everyone who understands it understands it. As for marketing, Chery's strategy is indeed not precise enough, but Yin Tongyue can withstand the pressure to adhere to the "rotation" and introduce experts such as Jia Yaquan to divide the world, which in itself shows its determination to lead the brand upwards. Of course, Yin Tongyue's routine of "having more children and fighting" is really not much effective at present, including the recent acquisition of Southeast Automobile, which also makes many people unable to understand what card Yin Tongyue is playing. If there is a mistake, it can only be said that Yin Tongyue is too "eager to succeed". If you have to forcibly wash white, it is probably because Yin Tongyue wants to fight for Chery before retiring.
Car World Perspective:
Next, whether Jia Yaquan will have more innovations, it is still impossible to determine, but after a lesson of "decentralization", Jia Yaquan will probably be more confident to let go of his hands and feet, right? There is only one point, when can Xingtu get rid of Chery, this is the most critical, Yin Tongyue understands, Gao Xinhua understands, Jia Yaquan also understands, but it is difficult to achieve. Of course, Lynk & Co and Hongqi next door are a good learning object, and they have made a rebirth and innovation from the inside out, but as we said earlier, Chery does not have enough successful experience and talent accumulation at the moment, and it is not easy to completely give Xingtu a new ID card. This is the biggest sticking point of Xingtu, and it is also a difficult problem that Chery must solve, otherwise the "Whampoa Military Academy" and "Training Base" models will continue to accompany Chery, and it will be difficult to return to the peak in the future.
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