Beijing, China Economic Network, May 22 (Reporter Zhang Yi) From the first microblog in March, to the next live broadcast in April, and then to May, leading the core senior management team of the enterprise to have in-depth exchanges with investors, Wei Jianjun, the chairman of Great Wall Motors, frequently appeared in the public view, step by step from behind the scenes to in front of the stage. While walking out of his own "comfort zone", Wei Jianjun is more directly facing the weaknesses of his own enterprises and pointing out the problems.
Intercepted from Li Ruifeng, CGO of Great Wall Motors
On May 20, CGO (Chief Growth Officer, Chief Growth Officer) Li Ruifeng said in an article on social media, "Today, President Wei once again criticized the marketing work of Haval H6. He criticized that we didn't understand marketing, didn't have user thinking, and didn't know what users were concerned about. After working for so many years, if it is still the same, spending money is a waste, and the end is nothing!"
Wei Jianjun said frankly, "I'm changing, but I can't be the only one."
Li Ruifeng reflected on the marketing of Great Wall Motors from three aspects: first, from watching on to entering the bureau, Wei Jianjun has entered the Internet to "sample" the whole enterprise, but the team has not kept up; Second, the market is no longer "lying and winning". Haval H6 has enjoyed the dividends of market take-off, but also lost the driving force of reform and innovation; Third, change starts from clearing. What needs to be changed most is to implement the "Comprehensive To C".
"Recently, both the media and netizens have seen 'new signs' in the communication of Great Wall Motors. President Wei has taken the lead and become a big IP to enable the exposure of enterprises and the rise of products." Li Ruifeng reflected, "President Wei actually has a very clear idea. He is' proofing 'the whole enterprise. He has already entered the Internet, and the rest of the executives and teams are only watching on the shore. He is forcing the whole enterprise to change." Li Ruifeng also said, "But to be honest, the team has not kept up."
Wei Jianjun pointed out that "we have 4 million users' recognition, we have the only 2.0T+9DCT in the industry, and our Hi4 system's energy saving and security are so good, why can't users perceive it?" In his opinion, "no marketing" is not only on this model, but also exposes the weakness of the entire marketing team.
In retrospect, since its launch in 2011, Haval H6 has continued to enjoy a booming sales volume, ranking first for 108 months, which deserves the title of "National Magic Car". In 2022, Haval H6 will end its dominance over the SUV market for many years. It has sold 250120 vehicles in the whole year, a year-on-year decrease of 29.12%. It will be surpassed by BYD Song and Tesla Model Y, and its ranking will fall to the third place. In 2023, Haval H6 sold 218245 new cars in the whole year, a step higher than that in 2022. The average monthly sales volume has also been less than 20000, falling to the sixth place again. From January to April this year, Haval H6 sold 26452, 16465, 17826 and 13087 vehicles respectively.
It is worth mentioning that during the 2024 Beijing Auto Show, the new generation Haval H6 will make its world debut. Li Ruifeng said, "The R&D process of the new generation Haval H6 has made many changes for the market and users. The Hi4 system was jointly invented and developed by President Wei and his team, and we have invested a lot of resources in technology research and development. If the marketing chain is broken, it is the biggest disrespect for technology research and development."
Related reading:
Wei Jianjun's first microblog: the voice of users is always our driving force
