Hao Hao afternoon tea dialogue Geely Linjie, understand "power"

In p>1995, as the first private enterprise in China to produce motorcycles at that time, Geely recruited more than 5 interns from universities.

During the internship training, Li Shufu, the founder of this enterprise, said, "People who come to Geely to buy motorcycles in the future will be discharged from the factory gate!" At that time, many people didn't believe this sentence, and more than 5 interns left only one in the end.

But just a few months later, Li Shufu's words became a reality.

In the following 26 years, Geely changed from producing motorcycles to producing automobiles, and grew from a local small enterprise to a head enterprise with its own brand in China, and built a huge automobile empire under a series of acquisitions and expansions.

Lin Jie witnessed these moments of Geely.

On the wall of Lin Jie's office, there is an inscription by Li Shufu, the chairman of the board of directors. His name is Power. On May 8th, after an interview with Lin Jie in Geely Building, we took a group photo in front of this word.

In addition to Li Shufu's poem inscriptions, we can see all kinds of auspicious slogans hanging inside and outside Geely factory and office building: "Let the world be full of Geely" and "Happy life, accompanied by Geely" ...

Lin Jie said that outsiders may feel like advertising words, but those who grow up with Geely believe that this is the initial intention of Chairman Li Shufu.

up to now, these advertising words have also become the initial heart of Geely people, even the initial heart of Geely dealers.

This confidence in Geely from top to bottom, trust in the chairman, and determination and persistence in the initial heart are the so-called "strength" of Geely enterprises.

It can even be said that this power is similar to a belief.

As Li Shufu wrote:

Power reverberates in the wind

Miracles flash under the blue sky

The bumpy road carries our ideals

...

This power has led Geely from the initial "four wheels and two sofas" to today; It is also this force that makes today's Lin Jie say, "I am not afraid" whether in good times or bad times in Geely. Whose "window period"

At the beginning of this year, after a series of personnel adjustments of Geely, Lin Jie's work focus returned to the sales business of three major brands (Geely, Link and Geometry), and the burden of Geely fell back on his shoulders.

Lin Jie was once one of the founders of Geely moderns.

under his leadership, Geely's boutique car strategy achieved a leap in 216, with a year-on-year increase of 5% and a sales volume of 76, vehicles. Since then, it has made rapid progress, becoming the number one sales volume of its own brand since 217, reversing the weakness of SUV products and rapidly entering the era of one million vehicles.

Now that he is in charge of the marketing of the three major brands, from the outside world, Lin Jie will play a mainstay role. After all, Geely is being challenged by the fierce momentum of its rivals:

In March this year, Changan surpassed Geely in sales volume and became the first independent brand; Since the beginning of this year, the activity of the Great Wall in market segments has also frequently attracted people's attention.

on the other hand, Geely has been evaluated by the outside world for its lack of explosive models in its market segments, and its advantage of leading the way in intelligence has been chased by joint venture brands.

At the same time of "chasing troops later", Geely's 221 is another crucial year to stabilize its position and maintain its advantages since it entered the era of building cars with 4. architecture last year.

in Lin Jie's eyes, this transfer is just a normal rotation transfer. Moreover, "wherever it is difficult, you should go, so as to reflect the value of your existence."

when we ask, do you think the automobile industry is difficult now? He said, it is not difficult. "I have stepped on the pit and planted my head, but the more I do, the more I know the direction." ?

As for the performance of Chang 'an Great Wall, he thinks that it just means that independent brands have crossed the quality gap, understood users better in market segments and responded quickly.

Therefore, Lin Jie responded to the remark at the just-concluded Shanghai Auto Show that "the window period for joint venture brands is only one or two years", saying that "the window period for joint venture brands is not long".

This assurance and confidence come from the rapid growth and rise of China brand peers such as Chang 'an and Great Wall, and also from Geely.

Of course, confidence in Geely comes from years of witnessing the development of Geely, and Lin Jie also told us that the development of Lectra in recent years has added another pound to this confidence.

wechat with 2 or 3 car owners

In 217, after the launch of the first model of Lectra, when it was supposed to make a big impact, it was hit by the decline of the China auto market and the sudden epidemic. Some ill-timed Lectra did not accept the baptism of fate.

In the past few years, Linke has created a total of 5, users, more than 1.3 million registered users of App, and the average selling price has reached 156, yuan. Among them, the Lexus 5 has the highest positioning, and the average selling price has exceeded 2, yuan. Lin Jie said that this car is completely competing with the joint venture brand high-end cars.

It can be said that Linklaters is the most successful high-end brand in China among traditional car companies.

on the one hand, this success comes from the product strength that can compete with the joint venture on the same stage, on the other hand, it comes from the ability that the joint venture brand does not have to deeply communicate with users to meet their needs.

Lin Jie shared an example: the LinkedIn 1 car networking system defined seven years ago was developed in Europe, and the voice service provider was located in Hong Kong. Later, it was found that the requirements of users in China for the Internet of Vehicles were much higher than those in Europe and other regions, and the chip computing power and semantic understanding ability of Link 1 failed to meet expectations. In order to meet the needs of users, this year, Linke 1 upgraded the hardware of the earliest generation of car engine system, and assumed 5% of the cost in the case of chip shortage and high cost in the whole industry.

There are many stories about how to maintain users in this way, which makes dealers deeply impressed.

A LinkedIn dealer once said to Lin Jie, "Your main engine factory must press us to be nice to users. The user called 4 to complain, and your team chased us to find this user and deal with the problem. This is something that no one cares about when doing other brands before."

Not only does Lin Jie upgrade her products and urge dealers, but she also has a micro-signal dedicated to communicating with users. Lin Jie told us that every night after 9 o'clock, he would communicate with the owners of the Lexus. Now there are two or three hundred car owners in his WeChat.

Now, with the continuous improvement of product series, Lectra has a more valuable harvest-many Lectra users still choose Lectra for their second car.

In fact, this gain is the direct recognition of the brand value of Lectra by the market. When independent brands are pursuing brand advancement, Linke is the first to do it.

Lexus 9 based on SPA architecture will be the most positioned medium and large SUV in the second half of the year, not just surprising.

It can be said that the success of Lexus shows Lin Jie the confidence and hope of Geely brand entering the joint venture brand consumption circle, but at the same time, the experience of Lexus cannot be completely copied to Geely.

After all, Geely has a larger user base than LinkedIn. Last year, the number of Geely automobile users exceeded 1 million. Lin Jie believes that all research and decision-making should take "what is Geely brand" as the starting point.

the so-called brand precipitation.

if lectra has made a good start from brand building from the beginning, then Geely is about to "make up lessons" from here.

according to Lin Jie, there is an atmosphere of "being surprisingly redundant and not being honest enough" in the automobile industry at present. That is to say, everyone pays more attention to the eyeball economy and ignores the precipitation of the brand. Geely brand also has this problem.

"Surprisingly, it is often short-term attention, and keeping it is really to accumulate for the brand. In the process of public relations, only one product, one series and one model are concerned, while the whole brand is ignored. But looking back, did you build a moat when it sold well? "

specifically, Lin Jie put forward three directions:

First, the star series products must hold up an order of magnitude.

Lin Jie said that the L-series products including Xingrui, Xingyue and Xingyue, which were born under the CMA framework, can increase the average selling price of Geely brand and enter the mainstream consumer circle of joint venture.

In terms of sales volume, Xingrui, which has been listed, has entered the top ten sales camps of A-class cars, with the sales volume of middle and high-end models accounting for 65%, and the main sales models are priced at 13,-14, yuan. "One Xingrui is worth 2.5 sets." Lin Jie believes that Geely is improving its management quality at the cost of structural adjustment.

And the next Star Yue L is considered by Lin Jie to be "armed to the teeth". He said that Star Yue L should compete without shortcomings, undertake the mission of brand promotion and compete with joint venture brands.

Lin Jie also demanded the spread of Xingyue L. In the next product communication, Xingyue L can't mark its own brand. In several blind subscriptions of Xingyue L, there are many users from joint venture brands, which Geely products could not do before.

xingyue l is the third car of Geely brand based on CMA architecture, and will directly compete with joint venture brands

Second, focus on superior product brands.

As a product of Geely 2. era, Emgrand series has accumulated 3.17 million users, which also shows that Emgrand series products have already established a brand reputation.

Lin Jie believes that this is a very important market and an important force to drive the overall upward trend of Geely brand. Next, we must continue to maintain this reputation, "Be like <; a class="baikekeyl" href="https://car.y