20 19 Genesis _0 1: drivers of automobile enterprises travel against the wind.

When a product or brand gets a cold shoulder, it is often one-sided to analyze it only from the product level, ignoring the role played by managers in the fate of the product.

The importance of a good helmsman is self-evident. They can avoid hidden reefs as much as possible and correct ships that deviate from the right channel. Even if you encounter rapids, you can calm your heart and save the day.

The 20 19 automobile market is undercurrent, and every brand needs a star. We call it "Person of the Year". After the ups and downs of the automobile market, they led the brand to create a new era, so we labeled the review of this stage as "Genesis".

Li Feng: Dongfeng Da Yue Kia, the driving force of recovery.

"Dongfeng Da Yue Kia needs to work hard for another three years, which is the shortest time for the brand to do basic management and product arrangement. Adjust management, products and new technologies in place within three years. "

This is what Li Feng used to say when he became CEO of Dongfeng Da Yue Kia last September. It's as powerful as a military order, and Da Yue Kia, which is in a low ebb, also needs a clear direction, a helmsman who can boost people's hearts.

After Li Feng took office, he carried out a series of reforms to solve the problems of Dongfeng Da Yue Kia dealers' lack of confidence, high inventory and dim brand image.

At the dealer level, he revitalized and straightened out the relationship among manufacturers, regions and dealers, effectively mobilizing the enthusiasm of dealers;

At the product level, he focuses on the "differentiation" strategy, and makes consumers re-recognize the value of products with high quality and price ratio and the first "package price" in China;

In terms of brand image, cooperate with Sohu Fashion to revitalize the brand.

There is still a long way to go before Li Feng's "three-year contract", but judging from his achievements, Dongfeng Da Yue Kia shows signs of recovery: the sales volume has stabilized and rebounded, 22 retired dormant dealers have returned, the inventory ratio has been controlled within the benign range of 1.5, and it has gradually entered the fashion circle.

For this veteran, we are glad to see him become a key turning point of Dongfeng Da Yue Kia, and his "three-year reform" can also be a textbook model for the automobile industry.

Xu Liuping: Let the "Red Flag" fly in the wind.

"Strive for 200,000 vehicles in 2020; Go all out in 2022, breaking through 400,000 vehicles; Strive to break through 600,000 vehicles in 2025; In 2030, it will follow the trend and be refined into steel, impacting 1 10,000 vehicles ... ".

654381October 8, Xu Liuping once again looked forward to the future of the Red Flag in the Great Hall of the People. Different from two years ago, this time Xu Liuping is full of pride, confidence and persuasiveness.

His confidence comes from the brand-new situation of Hongqi brand. In 20 18, Hongqi sold 33,028 vehicles, up 602% year-on-year. 20 100 166 vehicles, up 203% year-on-year, achieving annual sales of 10 one year ahead of schedule.

For a long time, the high-end positioning of Hongqi itself is contrary to the actual needs of consumers, resulting in its sales volume is not objective. Before Xu Liuping, no one was in charge, and the Hongqi brand could be truly integrated into consumers' lives. Among a series of reform measures adopted in Xu Liuping, the most prominent one is to open up the road of rejuvenation and popularization of Hongqi brand.

Red Flag H5, Red Flag H7, Red Flag HS5, Red Flag HS7, Red Flag E-HS7 and other strategic models have come out one after another, which has resolved consumers' sense of alienation from Red Flag and made them see a new side of Red Flag.

Xu Liuping can achieve geometric growth in sales and exposure of Hongqi brand within two years, and I believe he has the ability to turn Hongqi into a million-dollar club.

Wei Jianjun: Rebuilding the Great Wall of China Automobile

Before talking about Wei Jianjun, let's take a look at the transcripts handed over by Great Wall this year: the annual sales volume of Great Wall Motor was 6.5438+0.06 million, exceeding 6.5438+0.06 million for the fourth consecutive year. Its four brands are very eye-catching. Haval won the China SUV market for the tenth time with a score of 769,400 vehicles; WEY's annual cumulative sales exceeded 654.38+million, ranking first among luxury brands in China. The sales volume of Euler was 38,800 vehicles, up 65,438+0005.69% year-on-year, and the name of boutique cars gradually gained popularity. The cumulative sales volume of Great Wall pickup trucks reached 148800, and it won the domestic export championship for the 22nd time.

The achievements of the Great Wall are not achieved overnight, but the result of gradual progress. Studying the development of Great Wall Motor, every step has stepped on the right market node, which is naturally inseparable from the keen sense of smell of Wei Jianjun, a key figure.

It is said that "Great Wall Motor started as a pickup truck". Pickups were launched in Wei Jianjun during the pickup boom. Today, Great Wall pickups still play an important role in the pickup market at home and abroad.

When the SUV market was still in the blue ocean, he took the lead in launching Haval SUV products and completely enjoyed the SUV market dividend. So far, Haval H6 is still the sales champion in the domestic SUV market. ......

While consolidating its position in the domestic market, Wei Jianjun has not stopped exploring overseas. The completion and commissioning of Russian Great Wall Tula Factory, the successful landing of the beam project and the opening of the Great Wall pickup truck all reflect the great pattern and great energy of Wei Jianjun and Great Wall Motor.

Under the leadership of Wei Jianjun, Great Wall Motor has gone hand in hand, and its brand strength, product strength and technology are all developing in a positive direction, forming a strong joint force to reshape the automobile market.

Li Shufu: Let China automobile travel around the world.

Li Shufu famously said, "Let China cars travel around the world". When I heard this sentence, I was thinking that if you buy an overseas car brand, you won't let China cars travel all over the world.

This is all a joke. No way, who will make boss Li's "acquisition career" flourish? Therefore, as long as a brand is about to be sold, Geely will always be the first candidate in people's minds.

While seeing the continuous expansion of Geely Automobile, we also see that Geely Automobile is thriving under the leadership of Li Shufu. According to the official announcement of Geely, the annual sales volume reached 136 1560, exceeding the annual target and winning the independent sales champion for the third time.

Is the success of Geely Automobile related to Li Shufu's acquisition trip? I think there is. On the one hand, he bought luxury brands and fed back his high-quality technology to his own brands to help Geely form its core competitiveness. On the other hand, the acquisition of luxury brands is itself a marketing weapon, which can effectively enhance Geely's brand power and influence. Brand strength and technology are crucial to the growth of product sales.

By the way, which luxury brands is boss Li going to buy this year?

Write at the end:

Some of the above "Genesis" figures are reversing the situation, some are creating miracles, and some are continuing their glory and reshaping the market. There is no peak in the automobile market, and every step counts, especially for the people of Genesis. They still have a lot of efforts and room to play.

Finally, use an "Ollie" to encourage these autobots who dare to start the new century.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.