In April, a news shocked the automotive industry: Huang Huaqiong, assistant to Chery's former general manager, was sentenced to five years and three months in prison for accepting a bribe of 2.56 million yuan.
Huang Huaqiong has been the general manager of Chery Sales Company since 2013, and before Chery, Huang Huaqiong has worked in SAIC-GM, Dongfeng Peugeot, back to SAIC, and Beiqi Foton, and has 31 years of experience in the automotive industry. No matter how brilliant the past resume is, as long as one step is wrong, the former glory will be destroyed. Huang Huaqiong's glorious achievements were thus defeated by his own selfish desires.
Huang Huaqiong
Huang Huaqiong was born in Shanghai into a family of scholars. Due to the influence of the times and education, Huang Huaqiong even dreamed of wearing a military uniform and driving a jeep as a child, preferably with two three-star (colonel) on the epaulettes. Therefore, after the college entrance examination, he ignored his family's opposition and ran to the journalism department of the Beijing Institute of International Politics without hesitation, and put on the police uniform a year later. The strict military discipline and enforcement standards in the army gave Huang Huaqiong the down-to-earth strength to do things one by one.
When she first entered Shanghai Volkswagen, Huang Huaqiong quickly adapted to the "German rigorous" life and strict working environment, so after 2 years, the monthly salary successfully exceeded 2,000 yuan.
After leaving Volkswagen, Huang Huaqiong ran an automobile marketing company for a period of time, but finally insisted on it, and then went to Shanghai GM as a public relations director, during which he learned from GM's advanced management experience such as "integrated marketing", "flexible production" and "lean production".
In 2004, Huang Huaqiong was recruited to work in the marketing department of Dongfeng Peugeot, but it lasted only a short period of 17 months.
In 2006, SAIC motor re-established Huang Huaqiongluozhi, and Huang Huaqiong began to build the Roewe brand as the director of the brand and marketing communication department. Today's Roewe brand is like a day in the sky, draught does not forget to dig wells, which has the credit of Huang Huaqiong.
In 2008, Huang Huaqiong was assigned to the UK by SAIC Passenger Vehicle Company as the first director of the newly established Overseas Business Unit. In 2011, Huang Huaqiong was appointed Vice President and Brand Director of Beiqi Foton.
In March 2012, unable to withstand Yin Tongyue's repeated invitations, Huang Huaqiong ended her short 8-month northern life and stepped down from vice president of Beiqi Foton Automobile and concurrently as brand director to Chery. When Huang Huaqiong first arrived at Chery, she served as the assistant general manager and was responsible for brand and product planning. In April 2013, he became the general manager of Chery Sales Company.
Huang Huaqiong's first major institutional reform after taking office began from the brand communication level that he was good at, so that chery and Qiyun two major sales systems were integrated, and the sales functions left behind by The Qiyun Business Department were all merged into Chery Sales Company, and at the same time, with the new brand architecture system, under a Chery brand, the four sub-brands of Areize, Fengyun, Tiggo and QQ were formed. The framework of "one brand" is basically formed.
In May 2015, Huang Huaqiong stepped down as the general manager of the marketing company, retaining only the title of assistant general manager and becoming a member of the Economic Management Committee. He is in charge of product planning and brand planning business and public business, and participates in the relevant coordination business support of Chery Automobile's joint venture.
According to insiders, Huang Huaqiong no longer has the courage he had when he left home to become a soldier, and his personality has become soft and swaying, even suspicious. He has to read any business report verbatim, sometimes asks for multiple revisions, and likes to sign it the next day.
Chery
Chery can be said to be one of the earliest independent brands in China, because of its long-term adherence to positive research and development, and even can be said to be the pride of the former Chinese brand, but now Chery's market performance and operating conditions are deteriorating. In the first quarter of 2018, Chery Automobile achieved wholesale sales of 117022 units, down 14.3% from 136604 units in 2017 in the same period. Chery, which has won the sales champion of its own brand car companies for more than ten consecutive years, is now a setback and has long lost its status as an independent boss. Now that it has fallen into a storm of public opinion due to the bribery of executives, can this former sales champion rise again?