A sentence of "Great Wall Cannon" made Great Wall Motor's stock price soar by 17 billion, and also made Great Wall Cannon quickly "break the circle", from a low-key powerful faction to an "Internet celebrity" phenomenon, which is the impact of the Internet era.
In 2024, the car circle will become more lively, and most of the reason for this excitement is not how powerful the products are, but because the car circle has become a rice circle, which makes the topic continue to rise, and even ordinary netizens are eating a bite of melon.
This can't help but make people think about whether the product is important or artificially important, and the bosses of major car manufacturers have created personal accounts and worked on the Internet with KPIs on their backs.
Recently, Great Wall Motors also moved the shareholders' meeting to the Internet, and under the leadership of Wei Jianjun, the "God of Baoding Cars", Great Wall Motors conducted a series of interactive Q&A from almost all dimensions such as brand, technology, products, markets, and channels.
As the helmsman of Great Wall Motors, Wei Jianjun has entered various social platforms since the beginning of this year, interacting and live broadcasting, and the stage is rejuvenated again, with countless fans, and it is also with the help of his own influence to win a lot of influence for the Great Wall.
In order to adapt to the new competitive environment, the organizational structure of Great Wall has also begun to adjust, adding two major middle platforms for commodity management and new media live broadcasting, and the channel has also begun to try direct sales.
Is Great Wall Motors forced by the market? Judging from the data, this is not the case, in the past 2023, Great Wall Motor's cumulative sales will reach 1.23 million units, a year-on-year increase of 15.85%, and the revenue will be 173.2 billion yuan, a year-on-year increase of 26.12%, a record high, with a net profit of 7.023 billion yuan and a non-net profit attributable to the parent of 4.834 billion yuan, a year-on-year increase of 7.98%.
In Q1 this year, Great Wall Motor's cumulative sales reached 275,300 units, a year-on-year increase of 25.11%, and its revenue was 42.86 billion yuan, a year-on-year increase of 47.60%; The net profit attributable to the parent company was 3.228 billion yuan, a year-on-year increase of 17 times.
It can be seen that the overall performance of Great Wall Motors is not bad, judging from the current situation, it may be that the circle is too fixed and difficult to break the circle, otherwise there will be no "Great Wall Cannon" shouting that the stock price has skyrocketed.
The moat of the Great Wall, what the hell is it
Internet celebrities can bring the same products as fire, but they can't bring technology, Wei Jianjun also said at the shareholders' meeting that "long-termism" is the criterion, based on long-termism, Wei Jianjun put forward the methodology of "giving full play to the advantages of the Great Wall longboard". As a "technology-driven" enterprise, from Wei Jianjun to executives to product managers, almost all of them are engaged in technology, and new technology must be the first "moat" of the Great Wall.
Great Wall Motors is not short of "explosive products" is also true, from the past Haval H6 to tank 300, etc., there is no shortage of explosive products, at the same time, Great Wall Motors is also technically conspicuous, new energy development, Great Wall Motors' technological development is also comprehensive, ev, PHEV, BEV, all can.
Especially in the technology of PHEVs, Great Wall Motor's 2-speed DHTT has both performance and cost advantages; Moreover, based on this set of technology, the extension of Hi4 intelligent electric hybrid four-wheel drive technology is on the car of many models, becoming the main force of Great Wall Motor's main attack on the new energy track.
The development of new categories is still the development path of the Great Wall that cannot be underestimated; From Haval, Ora, Wei, "Cannon" series, and "Dragon" series, Great Wall Motors has also accelerated its positioning in recent years.
But in the face of the current involution market, can not rely on the three-board axe to fight the world, especially in the field of pure electricity, the Great Wall Motors challenge is particularly arduous, like the early start of the Ora series, at the shareholders' meeting, also admitted that the current Ora system is struggling, but the only "good news" is that the loss of good sales on the Ora is less. What is not easy to sell is much more loss.
Of course, as the "Baoding car god", from Wei Jianjun to Great Wall Motors, when doing categories, they will not blindly follow the trend, and pay more attention to demand and quality, so as to create qualified and good products.
While the influence of independent brands is expanding and sales are rising, the competition is also quite fierce, and the sales volume of the new energy vehicle market in 2023 will increase by more than 36% year-on-year, but Wei Jianjun mentioned another phenomenon that cannot be ignored - "industry losses are increasing".
This is not a normal phenomenon, especially at a time when the automotive industry is becoming more involuted. Even if the sales volume has caught up with the joint venture brand, everyone is actually doing things such as killing 1,000 enemies and losing 800 themselves. As mentioned earlier, Great Wall has chosen to stick to the balance between profit and sales. In the future, Wei Jianjun bluntly said that they will continue to "stick to the bottom line and pursue quality development".
Looking at the world at eye level, the Great Wall has such an ability
In recent years, independent brands have also gone farther and farther, not only going abroad, but also creating greater influence overseas; As one of the earliest brands to go overseas, Great Wall Motor's overseas sales performance is also obvious to all, and in 2023, Great Wall Motor's overseas annual sales will reach 314,000 units, a year-on-year increase of 82.37%. Secondly, Great Wall has also begun to enter the European market with new products in the past year.
Unlike the previous pickup trucks as the main force to go to sea, what is more needed to attack Europe is to have quality and strength products, and to challenge the old European brands, Wei brand can be said to have a long way to go.
summary
A shareholder meeting, held online, does not seem to have much to do with the average consumer, but it can be seen from the on-site Q&A and the actions of major executives.
Great Wall Motors has used a more modern way to conduct in-depth exchanges with consumers, and Wei Jianjun, as a 60-year-old "in the prime of life", is very willing to communicate frankly with everyone; In the different platforms of the network, Great Wall Motors respects professionalism and aims to do its own purpose better.
And this kind of "Internet celebrity" effect of the car circle, we do not exclude, as long as the strength of the product can match this, it will naturally be sought after and recognized by everyone.