Last month, Wang Fengying officially resigned from the post of general manager of Great Wall Motors. Although she continued to engage in the company's relevant strategic management, she no longer held substantive positions within Great Wall Motors.

As a woman standing behind the Great Wall Motors and Wei Jianjun, Wang Fengying's departure was in fact predestined as early as a few years ago when the Great Wall made up its mind to transform. This is the inevitable price for traditional enterprises to turn to technology companies.

Of course, the adjustment of the internal organizational structure is only the tip of the iceberg for the systematization of the Great Wall. The thinking mode, strategic policy, product layout, service reconstruction... Each step is linked, and each step must be done step by step, which is inevitably accompanied by pain.

Therefore, it can be seen that when BYD uses its strong cost control ability and technology accumulation to ignite the flames of the hybrid market, and when Chang'an, Geely and even Chery successively capture new cities through multi brand strategy, the Great Wall, which was originally standing at the head, inevitably looks awkward, and the pain of transformation spreads to every nerve end of the Great Wall.

Remodeling, value

Some time ago, the slightly tired haver, the Wei brand of strategic transformation and the Great Wall pickup truck with limited resources pieced together the worries of the Great Wall. The core main plate encountered severe challenges. The market competitiveness of the original products is undergoing the process of innovation. The market increment brought by the new products has yet to be tested by time and market.

However, like Wang Fengying's departure, this is the inevitable price of transformation. The more unfavorable the situation is, the more it tests the strategic strength of the Great Wall. The good news is that the great wall seems to be more and more stable in the internal and external turmoil, showing a posture of breaking through the pain period and ushering in a new cycle.

In the past July, the great wall further expanded its growth trend, with the sales volume of new cars reaching 101920, an increase of 11.32% year-on-year.

Although from January to July this year, the cumulative sales volume of great wall new cars was fixed at 620445, still a year-on-year decline of 12.58%, the overall decline trend has been shrinking since the beginning of this year. If the great wall can maintain its current offensive state, it is also probable that the Great Wall will achieve a reversal in the next five months.

The core plate of the Great Wall is gradually recovering the market rhythm, which is driven by the recovery of the supply chain and the policy of halving the purchase tax, as well as the fission of the internal technology system and brand value.

In July, the sales volume of Haval brand was 61279, with a year-on-year increase of 7.14%, which was also the first time that the sales volume of Haval became positive in the year. Although the Haval H6 on the "iron throne" has to avoid the sharp edge of BYD song, 27638 vehicles, with a year-on-year increase of 7.35%, still show its ruling ability. The efforts of Haval H6 to continuously expand its own living space can be regarded as a phased explanation.

What is more gratifying is that in addition to the Haval H6, the new product matrix of Haval is also building a defensive force that can not be ignored. The Haval big dog is a representative model.

In July, 10610 Haval dogs were sold, with a year-on-year increase of 45.36%, which is the fruit hatched under the Great Wall category innovation strategy. Tonight, the second product of the dog category, the haver cool dog, will also be on the stage. It is to follow the footsteps of the haver big dog and once again explore the value depth and width of the young market.

Havel hopes to create a more competitive dog category product matrix through the aggregation effect of the two models of big dog and cool dog, break through the shackles of products and values, and build a completely different product wall in the increasingly convoluted core price range of 100000-150000.

In terms of Wei brand, 3034 new cars were sold in July. From the perspective of sales volume alone, Wei brand is still at a low ebb, but there is always a process. Even Tesla is finally accepted by the public after years of difficulties.

Moreover, from the perspective of brand image and public praise, Wei brand is indeed going out of an upward curve. In the face of the overwhelming upward Exploration Trend of the whole automobile industry and the unexpected impact speed of the new energy market, it is the mission of Wei Pai to rush to the forefront of the high-end transformation of the great wall without hesitation under the full support of the Great Wall's powerful production and manufacturing system and independent R & D system.

Li Ruifeng's attack on adding program technology became a hot event in the car circle last month. Of course, you can say that Wei Pai was in a hurry, but it was more a re examination and Reflection on the transformation value of traditional car enterprises than a dispute over technical lines.

Wei Pai respects Huawei in his heart; For the new forces, Wei Pai also has recognition in his heart. But respect and recognition do not mean compromise.

WeiPai does not want to follow anyone's footsteps and follow others' footsteps. It has its own "obstinate" bottom development logic, which is to insist on technological innovation without any slackness. There is no doubt that Wei brand is now the best performer to show the strategic strength of the Great Wall.

In addition, the Euler brand sold 8829 vehicles in July, a year-on-year increase of 21.76%. From January to July, 67.955 new cars were sold, with a year-on-year increase of 13.64%. In fact, the current Euler is not easy. On the one hand, it is necessary to adjust the product structure and improve the premium ability; on the other hand, it is necessary to reshape the brand image and create a unique brand value. No matter which one is enough for Euler to drink.

The ballet cat is accompanied by controversy, but it can be seen that in the eyes of Euler, he firmly believes that retro and fashion are not only a kind of scarcity, but also a kind of guidance. For this reason, from R & D and manufacturing to internal structure and service marketing, it is also building a brand-new user ecology and value system. No matter what the future may be, at least now Euler has a firm determination.

Moreover, from the current market situation, Euler has occupied its own place. Next, how to give full play to the accumulation of Great Wall in the core three electricity technologies, and how to create a popular product for Great Wall in the new energy market from the female perspective of product design and market positioning is a test that Euler must experience.

Adaptive transformation of the Great Wall

It is worth noting that in the sales data of the Great Wall in July, it is clearly mentioned that the sales proportion of high-value and intelligent products is constantly increasing, and the sales proportion of models with more than 200000 yuan has increased from 10% in 2021 to 15.17%. The sales proportion of models built based on the three major technology brands of lemon platform (including lemon hybrid DHT), tank platform and coffee intelligence also increased from 57% in 2021 to 75.8%.

The typical one is the tank brand. Under the escort of tank 300 and tank 500, 12473 vehicles were sold in July, with a year-on-year increase of 128.03%. From January to July, 66567 new vehicles were sold, with a year-on-year increase of 72.71%.

Among them, 9955 tanks were sold for 300, with a year-on-year increase of 81.99%, and 2518 tanks were sold for 500. There is no doubt that the two products of the tank seized the strategic opportunity period of the deep development of the Great Wall brand, and fought a bloody path in the airtight high-end Jianghu.

Whether it is the previous urban version of the tank 300 or the border version of the tank 300, or derivative products like the cybertank, the tank intends to extend the traditional product layout vision from the vertical field and actively expand the scope and width of survival.

Moreover, at the beginning of last month, the tank 300 was officially listed in Saudi Arabia. As the global off-road high potential energy market, the Middle East is selected as the first station of globalization by tanks, which can prove the value concept of the tank brand born in the world to a great extent.

From a category to a brand, and then drive the whole enterprise to achieve a high-end leap. The tank carries too many expectations. It not only wants to block foreign brands in the domestic market, but also wants to step on the global market to show China's strength.

The tank should refresh the inherent cognition of the market in terms of sales volume and brand, and accumulate potential energy with more thinking of the times for the established planning and long-term development of the Great Wall.

Perhaps, the Great Wall, a big ship, has been melancholy, but it has not been lost. In the past two years, Great Wall Motor has been relatively successful in transformation and transformation at various levels, such as technology research and development, internal structure, product layout, marketing innovation, etc. under the support of the brand-new full value chain system, it has shown a vigorous young adaptive transformation.

According to the statement of the Great Wall, he has built a forest like ecology composed of category brands, new energy industry, scientific and technological innovation industry and basic manufacturing strength to promote the rapid development of enterprises in all dimensions