What kind of wings and layout does FAW have in the face of the 14th Five-Year Plan?
At the press conference of China FAW 202 1 earlier this month, Xu Liuping, chairman of FAW Group, released a clear signal:
By 2025, FAW Group will achieve automobile sales of more than 6 million vehicles, with an average annual growth rate of about 8%, and its operating income will exceed one trillion yuan. Among them, it is very important for independent brands to achieve "leapfrog" growth.
What is leap-forward growth? With reference to the good momentum of Hongqi brand in recent years, it is not difficult to understand that it is necessary to do this year after year and reach a new level year after year.
According to official data, in the past three years, the sales volume of Hongqi brand has doubled from less than 5,000 in 2065,438+07 to 200,000 in 2020. Turn decay into magic, and make the impossible possible.
Imagine that at the beginning of 20 18, when Xu Liuping vowed to announce the annual sales target table corresponding to the accelerated revival of Red Flag at the "New Red Flag" brand revival conference in the Great Hall of the People, both inside and outside the industry were shocked.
Many people think that such a goal is too ambitious and radical, and it is simply unrealistic. For the domestic car Hongqi brand that has sunk for so many years, achieving the "small goal" of selling 65,438+10,000 vehicles a year is tantamount to an idiotic dream.
Practice has proved that in the midst of controversy and doubt, Hongqi brand achieved the small goal of 6,543,800 vehicles ahead of schedule in 2065.438+09, and will continue to double to 200,000 vehicles in 2020.
202 1 year will also launch a strong impact on the annual sales of 400,000 vehicles!
Excluding all the so-called "insufficient color" parts, Hongqi's sales transcripts in the past three years are still remarkable.
Hongqi brand entered the fast lane of revival, and Jiefang brand ranked among the top three in the domestic heavy truck market with an excellent sales growth of 665,438+0.8% in three years. Everyone with discerning eyes knows that the help of Pentium brand to China FAW is the most urgent.
As a Pentium brand with the same roots as Hongqi, it undertakes the important mission of China FAW to compete with domestic friends such as Geely Changan Great Wall and joint venture brands such as Toyota Volkswagen GM in the mainstream Volkswagen passenger car market.
No matter when and where, mainstream Volkswagen brands always occupy the largest share of the overall automobile market.
If China FAW wants to realize the grand vision of "independent and strong enterprise", it is of course very important for the red flag to rise strongly, but Pentium can't afford to lose.
However, in the past few years, after Xu Liuping entered FAW, he put more energy and resources into the revival of Hongqi brand.
At the same time, before building the "New Pentium" brand, due to historical reasons, all components of FAW Car, including the organizational structure, had many branches, with many burdens and constraints.
So in the past two years, we have spent a lot of time and energy on cleaning up and stripping, some non-core business units and so on.
In short, in the past three years, Hongqi brand has been concentrating on the great cause of revival, while Pentium brand has spent a lot of time and energy on a series of "slimming" fitness and organizational mechanism adjustment and reform.
Reflected in the level of market sales, the result is naturally distinct.
Red flag sales have doubled year after year, and Pentium has not yet entered the fast lane after several ups and downs. Last year, it was deeply affected by many unfavorable factors such as the epidemic situation. The annual sales volume returned to less than100000 vehicles, facing greater downward pressure.
In this regard, China FAW said that it will realize the balanced development of multi-brands in its own sector through multiple strategies.
Xu Liuping also made it clear that the goal set by China FAW for the Pentium brand in 20021year was to "get ready before starting" and create a new path for the high-quality and rapid development of the independent brand of mainstream passenger cars in the new era. It is reported that in the second quarter of this year, Pentium will release a brand-new brand strategy.
Accordingly, Pentium will obviously accelerate the pace of launching new products this year. It is estimated that as many as six new cars will be launched throughout the year, including three brand-new models and three models on sale.
As mentioned above, the realization of FAW's vision of "independent and strong enterprise" cannot be separated from the concentrated efforts of the three core brands of Hongqi, Jiefang and Pentium. No one can be left behind.
After more than three years of transformation, the Hongqi brand has flourished beyond the expectations of the outside world. Xu Liuping, who is used to "baking himself on the fire", basically doesn't have to worry about "I will resign if the red flag is not laid well".
The red flag is very imposing. Can you have more energy and resources to tilt towards the mainstream and popular Pentium brand?
In the view of Ledou Automobile, the answer is obviously yes. According to the "14th Five-Year Plan" formulated by Xu Liuping for China FAW, the independent department was put in the first place.
The red flag and the liberation momentum are very good, and it is even more necessary to maintain a good momentum. Pentium brand needs to catch up quickly.
In fact, since Xu Liuping took charge of China FAW, Pentium brand has never been absent from various drastic reform measures carried out by China FAW.
Last year, a new round of executive changes was ushered in, and the core leadership team was further rejuvenated.
Sui presided over the work in an all-round way, and the post-80 s cadres were responsible for the marketing work, which injected vitality into the new Pentium's next readiness, and invisibly gave the outside world a little more confidence in the accumulation and accelerated revival of the 202 1 Pentium brand.
According to public information, Sui and Du have worked in China FAW System for many years, and they are typical tried and tested "endogenous" talents. Before being transferred to help Pentium brand, Wang Shengli was just promoted to vice president of FAW-Volkswagen sales, focusing on Volkswagen brand marketing.
At this critical moment, the two companies have been entrusted with a heavy responsibility to form a new partner * * * to help Pentium brand development, which shows that FAW Group attaches great importance to Pentium.
Can the Year of the Ox catch up with the new mode, new strategy, new upsurge of asset integration and structural adjustment? We look forward to it together.