With the success of the concept of "middle-aged crisis", it is used more and more frequently.
At this time, Great Wall Motor (formerly known as "Great Wall Automobile Factory") was established in 1984? I am 36 years old.
Great Wall Motor's total sales in 20 19 was 106 million, and its net profit exceeded 4.5 billion yuan. Even in the first half of 2020 affected by the epidemic, Great Wall Motor handed over nearly 400,000 vehicles.
With the recovery of the market, Great Wall Motor still occupies the position of TOP3, a private car company in China.
It stands to reason that it has performed well in today's auto market. What followed, however, was not hype, but Wei Jianjun, the head of the Great Wall for 30 years, who made remarks about the "middle-aged crisis".
Wei Jianjun himself described this "midlife crisis".
"Maybe many people think that Great Wall Motor, which has grown up for 30 years, has grown from small to large, from weak to strong, and has never been confident to confident.
Actually, I'm not optimistic. When we face global competition, that is, a completely uncertain and variable world, we have to ask: Can Great Wall Motor survive next year? "
Will Great Wall Motor survive next year? 》 screenshot
Then on July 16, Great Wall Motor officially announced that it would carry out a series of organizational restructuring.
First of all, get through the departments of brand, commodity planning, research and development, and let the marketing department and brand companies participate in the planning stage, so as to pay more attention to market competition and consumers' opinions and obtain more effective information.
Secondly, get through the "combat unit" and strengthen management with the help of digital transformation, so as to face users directly and listen to the voices from the market and users before making decisions.
Among them, the decision of the latter is very similar to Toyota's "CE system", which makes people feel that Great Wall should learn from Toyota's "lean" management model.
There are several good evidences about this.
First, go to stock.
The rhythm of dealer inventory management is different from that of 20 18. On 20 19, 12, Great Wall Motor began to take the initiative to inventory.
Shen Jinjun, president of china automobile dealers association, once mentioned in an exclusive interview with Caijing Weekly: "High inventory is the root of all evils, and the OEM should change its production mode from fixed production to fixed production by sales."
Dealers who have worked for many years are the most experienced.
Ask them what they are afraid of.
Most afraid of the main engine factory pressing inventory.
Because dealers need to pay the car purchase price to the OEM before they can pick up the car for sale.
High inventory means that dealers need a lot of money to operate, and a Mercedes-Benz 4S store needs hundreds of millions of yuan a month.
Where can I get enough money?
Can only go to financing to get a loan.
Therefore, if the inventory is high, the dealer will have potential losses, and then selling the car at a reduced price is an obvious loss.
When summing up Toyota's success, we always like to attribute it to lean production management mode, but we know little about how to realize lean production management.
The sales manager of FAW Toyota once told us a story about how Toyota solved the problem of "pressing inventory" from his perspective.
Previously, when Wilfa went public, it distributed goods in 4S stores all over the country. However, because the distribution volume was greater than the market demand, the price of Wilfa began to decline. Toyota adjusted its business strategy at the first time, withdrawing Wilfa from the regular 4S stores and selling it only in flagship stores in various cities. Soon, not only prices began to pick up, but also sales increased.
At this point, Toyota began to gradually decentralize Wilfa, while firmly holding sales and profits in its hands.
If the auto market is a "protracted war", then car companies and dealers should not be subordinate and in control, but should be friendly forces with the same concept, with one glory and one loss.
Second, the price will not be exchanged for quantity.
According to media reports, Great Wall Motor does not intend to gain short-term sales growth at the expense of its brand, and the company will still maintain its original price level.
At present, the new car inventory of Great Wall Motor is about 1.5 months, which is still at a healthy level. By the end of May this year, the company had sold a total of vehicles? 365,438+0,000, which is 365,438+0% of the annual sales target of 654,380+0,200 vehicles.
How to achieve the goal of annual sales of 6.5438+0.02 million vehicles without reducing prices and seeking sales?
The answer may be the company's confidence in the new product cycle.
According to Caijing Graffiti, Great Wall Motor will start a brand-new product cycle in the second half of the year and launch at least two new cars with brand-new product platforms.
Among the new cars, one is B0 1, which is the company's third-generation H6 model. The products have been fully upgraded in appearance, interior, performance, technology and other configurations.
In addition to B0 1, there is a brand-new light off-road vehicle B06, also known as "Haval Big Dog".
No matter what kind of strategy, it depends on how you do it. No matter for car companies or dealers, doing a good job in service and retaining customers, he will have a foundation for survival.
Editor: Sister Jing
Source: Financial Weekly, Financial Graffiti, Automobile Commune, some contents come from the Internet, pictures come from the Internet, and infringement notice is deleted.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.