At present, the competition in China's auto market is fierce, and car companies are like sailing against the current, and if they do not advance, they will retreat.
Great Wall Motors, a once dominant independent brand, now has to face the cruel market reality.
On the one hand, sales are declining, and on the other hand, peers are advancing by leaps and bounds.
According to the data, in the first half of this year, Great Wall Motors sold 520,000 units, a slight increase of 0.14% year-on-year, far less than BYD's 1.25 million units.
What's more worrying is that Great Wall Motor's net profit fell sharply by 72%-79% in the first half of the year.
A dismal performance makes people ask: What happened to Great Wall Motors?
On closer examination, Great Wall Motor's predicament may stem from its long-standing complacency.
Over the years, Great Wall Motors has relied heavily on the Haval brand and the H6 model, and although it has achieved great success, it has also buried hidden dangers.
When the market demand changes, Great Wall Motors is still immersed in the glory of the past and cannot transform and upgrade in time.
In addition, under the wave of new energy, Great Wall Motor's response is also slightly slow.
Compared with BYD, NIO and other competitors bold innovation, Great Wall Motors is slow to pace the transformation of electrification, missing the opportunity.
Guarding the one-acre and three-third of the land of fuel vehicles, Great Wall Motors seems to be a little outdated.
So, how should Great Wall Motors break the game? The author thinks that the key is to "take off the caftan and change into a new outfit".
Great Wall Motors needs to let go of the successful model of the past and embrace change.
At the product level, we will accelerate the layout of new energy and create more distinctive models like first love; At the brand level, get rid of Haval's dependence and cultivate new forces such as Ora and tanks.
The road to transformation is destined to be full of thorns, but Great Wall Motors has no choice.
After all, the industry is changing, users are changing, and the only thing that remains unchanged is the fate of being eliminated.
Only by daring to reform the old and make the new, Great Wall Motors can gain a firm foothold in the competition and revitalize its glory.
From another point of view, Great Wall Motors still has the confidence to turn around.
Its exploration in intelligence and digitalization is worth looking forward to, and the in-depth cooperation with CATL will also give rise to more possibilities.
The key is that Great Wall Motors needs to have the determination of "a strong man breaking his wrist", get rid of the burden, and travel lightly.
Crisis and opportunity have always coexisted, and only those who change can survive.
It is expected that Great Wall Motors will be able to "take off the long shirt" as soon as possible, return to the top with a new attitude, and write more legends for China's automobile industry.
After all, the road to the revival of this national brand is still very long and beautiful.
What do you think about this? Feel free to interact with me in the comment section!