At this time, it has been 32 years since the first venture.
Starting a business for the first time: pioneering Haiqi
1988, Hainan Province and Hainan Special Economic Zone were established by the state, and 100,000 youths invaded Hainan, and Zhu Jing was one of them. It was also in that year that Hainan Automobile Factory was formally established.
The establishment of Hainan Automobile Factory not only fills the blank of Hainan automobile industry, but also provides a stage for young people.
In Hainan Automobile Factory, Jing Zhu started as a technician, served as workshop director, assistant director and acting director, and later served as director of Hainan Automobile Office.
It was also during this period that Hainan Automobile Factory and Japan Mazda Automobile Company jointly produced Haima HMC6470 and other products. However, subject to the national automobile industry policy, products cannot leave the island without a "birth certificate" and can only be sold on the island.
1995, Hainan Mazda joint venture company terminated. 1996, the project of China South Locomotive Co., Ltd., which has been negotiated for many years, was stranded indefinitely. Hundreds of enterprises are in debt of more than 600 million yuan, with serious losses and insolvency. Hainan Automobile Factory, established seven years ago, is on the verge of bankruptcy.
That year, 32-year-old Wei Jianjun entered the automobile industry from an unexpected angle in Baoding, Hebei Province, 2500 kilometers away from Hainan. At that time, the market competition was fierce, and everyone wanted a piece of the automobile market.
But the Great Wall didn't join in the fun, so Wei Jianjun chose pickup trucks as the blue ocean market. "The Great Wall pickup truck has changed a lot every year, and it has changed a little in three months. It always keeps a sense of freshness, which makes this car fashionable and foreign. Great Wall Motor has guided the demand for pickup trucks in the China market to a certain extent. " Recalling this experience in the future, Wei Jianjun was quite proud. With the pickup truck model, the Great Wall has gained a firm foothold in the domestic market, and stood out from many vehicle manufacturers, becoming the focus of that new round of vehicle manufacturers.
The second venture: the dispute of equity
Jing Zhu, 3 1 year-old, was appointed as the director of Hainan Automobile Factory at the critical moment and started the second venture of Haima Automobile.
1998, the Ministry of Finance transferred 0/00% of the state-owned assets of Hainan Automobile Factory to FAW Group and renamed it FAW Hainan Automobile Co., Ltd. ..
Jing Zhu doesn't want to be transferred to FAW Group. Hainan Provincial Party Committee appointed him as the vice president of Hainan Provincial General Chamber of Commerce (Federation of Industry and Commerce), and the Organization Department of the Provincial Party Committee managed his files for future use.
At this point, Zhu Jing has actually walked out of FAW HNA, but he didn't stop there. Later, while preparing for full-time doctoral students at Hunan University, he raised funds everywhere and organized hundreds of old employees to form a shareholding meeting to build a private Haima Group.
After the establishment of private Haima Group, it first restarted the cooperation with Mazda in Japan, and then acquired the companies on the verge of delisting? "*ST Qiongjinpan", and injected the assets of private Haima Automobile Company into listed companies, thus completing the docking with the capital market.
In 2004, at the request of Hainan Province and FAW Group, private Haima Automobile Company and FAW Hainan Automobile Co., Ltd. merged to form FAW Haima Automobile Co., Ltd., with FAW Group, Haima Group and Hainan Provincial Government holding 49%, 49% and 2% respectively.
Although FAW and Haima have joined forces again, once the cracks are created, it is difficult to bridge them. Coupled with Mazda's obstruction, the relationship between the two sides deteriorated rapidly.
After the establishment of FAW Haima, Mazda asked the joint venture company to merge the sales rights of FAW Haima and FAW Car into FAW Mazda Automobile Sales Company, and FAW Haima only took a small share. At the same time, Mazda also asked FAW Haima to give up the right to purchase and localization. ?
This means that FAW Group and Mazda only want to regard FAW Haima as a production workshop, which is absolutely unacceptable to Zhu Jing. In this way, the fate of FAW Haima and Mazda came to an end.
At the end of 2006, after the cooperation between the two parties expired, FAW Haima no longer had the right to use Mazda brand.
The third venture: going north to the Central Plains
In 2007, disheartened Jing Zhu left Hainan and led his team north to Zhengzhou, which is130km west of his hometown in Lankao, Henan. It took Jing Zhu three years to gain a foothold in his hometown of Henan.
At the same time, he studied under economist Li Yining and studied for a doctorate in economics in Peking University. Li Yining is very satisfied with his disciples. He once said that Zhu Jing broke through the barriers of business and academia and was one of my best students.
After 2007, the development of Haima automobile entered a new stage. In 20 12, the sales volume reached 30,000 vehicles, exceeded 60,000 vehicles in 20 13, exceeded 90,000 vehicles in 20 14, and reached a new high of 654.38+008 million vehicles in 20 15. Zhengzhou base revenue exceeded10 billion.
At the same time, ambitious Zhu Jing began to change his mind, and Haima Group began a radical diversification strategy.
In 2008, Haima Finance Co., Ltd. was formally established; In 20 15, Hainan Bank was formally established, and Haima Group became the second largest shareholder. As of 20 18, Haima Group's business covers three major sectors: automobile, financial control and real estate, with three subsidiaries: Haima Automobile, Haitian Financial Control and Qingfeng Real Estate, with total assets exceeding 40 billion yuan and more than 40,000 employees.
Among them, Haitian Financial Holdings' total assets exceed 654.38+000 billion yuan, holding and participating in many financial institutions such as Haima Finance Co., Ltd. and Hainan Haitian Microfinance Co., Ltd. The total assets of Qingfeng Real Estate exceed/kloc-0.00 billion yuan, and the industries are distributed in Zhengzhou, Wuhan, Haikou, Kaifeng and other places. It owns several subsidiaries such as Zhengzhou Real Estate, Kaifeng Real Estate, Wuhan Real Estate and Tang Hongyan Hotel. The total assets of the financial and real estate sectors once exceeded the automobile sector, and people began to question the corporate attributes of Haima Group.
While the financial control and real estate sectors are advancing by leaps and bounds, the automobile sector of Haima Group has fallen into a business crisis. In 20 17 years, Haima's revenue 10079 million yuan, with a net loss of 994 million yuan; In 20 18, the revenue was 5.298 billion yuan and the net loss was10.637 billion yuan. In two years, the net loss of Haima Automobile exceeded 2.6 billion yuan, exceeding the total profit of Haima Automobile in the previous 16 years.
Sadly, even before the crisis broke out, Zhu Jing smelled danger. 20 16 May, Jing Zhu's new book "Asked" was officially published.
In the book, the scholar businessman points out three key factors for the success of Great Wall Motor. First, Wang Fengying, the general manager, is a marketing expert who has lived in the front line for nearly 20 years; Second, Chairman Wei Jianjun, as a quality expert, has always taken the factory as his home and strictly grasped quality; The third is a good strategic layout, and the categories are concentrated in three series: pickup truck, SUV Haval and wing.
At the same time, Jing Zhu also pointedly pointed out in the book that the biggest gap between Haima and Great Wall Motor lies in the fact that some senior cadres lack a sense of ownership, have been idle for a long time, and have a poor role in taking the lead in demonstrating.
The fourth venture: rebuilding hippocampus
Despite taking preventive measures, Zhu Jing failed to stop the crisis.
20 19, 1 June, 2008, Jing Zhu published an article "Six Trips", in which he said that Haima Automobile was currently in a loss state and its responsibility was not as good as its own, and he felt deeply sorry for its shareholders and employees. I am determined to return to the front line, rebuild the hippocampus and lead employees to start their fourth venture.
Four months later, Jing Zhu, who had passed his destiny, returned to the Jianghu and became the chairman of Haima Automobile again. Facing the dilemma of hippocampus, the doctor of economics with clear logic made an in-depth analysis.
In his view, there are five main reasons for the lack of hippocampus. First, institutional constraints; Second, the product investment failed; The third is inventory loss; Fourth, assets are emphasized, and fifth, the system is rigid.
In view of these five ills, Zhu Jing prescribed four pairs of good medicines. First, the flat system and efficiency mechanism; The second is to shrink and focus on separation, subdivide the mind and strive for the first place; ? Third, products will adhere to the category strategy; The fourth is to carry out new marketing.
At the same time, the battle-hardened automobile veteran showed his determination to fight. 20 19 April, Haima Automobile announced the sale of 1 17 idle properties in Shanghai and Haikou. In May, 269 houses and 15 shops in Haikou Jinpan Industrial Development Zone were announced for sale.
With this wave of "slimming", Haima Automobile turned losses into profits on its books. In 20 19, Haima achieved an operating income of 4.69 billion yuan and a net loss of 73 10/00000 yuan. Including the non-recurring gains and losses of 8160,000 yuan, Haima recorded a net profit of 85190,000 yuan, and almost all of this huge non-recurring gains and losses came from the sale of buildings.
However, the cash flow crisis that plagued hippocampus has not been solved. In fiscal year 20 19, the net cash flow of Haima Automobile was RMB 58 million. By the end of 20 19, the cash in the company's account was only140.8 billion yuan, which was 43% lower than that in 20 15.
20 18, Zhu Jing was selected as one of the 100 outstanding private entrepreneurs in the 40 years of reform and opening up. Wei Jianjun of Great Wall Motor was also selected with him. In 1990s, Zhu Jing and Wei Jianjun started their businesses almost at the same time. They were born in rough, savage and moody drifting, tough and brave.
They can deal with any business problem in the most concise way, they can get rid of all moral customs and return to the root of interest relations, and they can also break through all rules and norms in "Everyone is Happy".
However, 30 years later, Wei Jianjun is facing a global automobile enterprise with a market value of over 100 billion, while Zhu Jing is facing a faltering local enterprise. Although Wei Jianjun is still worried about whether the Great Wall will survive next year, as we all know, this is the sense of crisis of professional entrepreneurs after years of commercial warfare, and real life is at stake in front of the hippocampus.
Zhu Jing likes running marathons. At the age of 50, he set himself a banner: one is to stop dyeing his hair, and the other is to start running a marathon. Now, he gets up at 5 o'clock every day, either running 10 km or doing 200 push-ups and taking a cold bath.
"Entrepreneurship is a marathon." The entrepreneurial veteran who has been with Haima for 32 years declared that he would keep running like this.
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