How to break the boundaries of a life? Wei Jianjun: Farewell, man enjoying himself in the credit book.

Peace without forgetting danger, survival without forgetting death, and governance without forgetting chaos.

The Book of Changes, which originated from the first group of classics, can be traced back to the Western Zhou Dynasty, indicating that the dialectical thinking of safety, survival and chaos control is deeply engraved in the bones of China people.

So that we knew the truth of being prepared for danger in times of peace when we were in primary school. In the vast historical picture, there are countless similar cases. Recently, on the occasion of the 30th anniversary of the founding of Great Wall Motor in July 13, Wei Jianjun, the helmsman of Great Wall Motor, wrote an article entitled "Can Great Wall Motor survive next year? Short video of ".

For many years, the sales volume of automobiles has exceeded 6,543,800+,and it is the leader of automobile brands in China, with the highest bicycle profit rate in the industry. The total operating income in 2065.438+09 is close to 654.38+000 billion. So, on the 30th anniversary, Great Wall Motor said that it would not survive next year.

Some people think that Wei Jianjun is putting on a show.

After all, the marketing level of Great Wall Motor is far worse than before. With the birth and development of WEY brand, the "Baoding Car God" who was forced to walk in front of the stage changed step by step and realized the "Jack? Have an international image. Wey's gorgeous turn. Whether it's a marathon runner, a racetrack madman, or a wolf of Poating, Mr. Fashion Jack? We can handle it easily.

Also applauded are the Great Wall Cannon, Haval Dog, Euler White Cat model naming, and active participation in live broadcast, variety naming and other cross-border activities, creating one phenomenal event after another.

It is said that the original name of Haval Big Dog was the idea of Boss Wei. What he wants is a new name that can break away from Harvard's F, H and M departments, a new name that can win at the starting line and really enter the hearts of users. Then, as you all know, Haval Dog will be finalized through online voting.

Some people think that Wei Jianjun is ringing the alarm bell, but the alarm bell of the industry has been ringing. However, Boss Wei said that Great Wall Motor was "hanging by a thread", and it was indeed hanging by a thread.

Wei Jianjun is the kind of person who has a strong sense of crisis in his bones. "Dead is about to transform. If you don't transform, you will die, and you will die. " "China car must go out and die abroad." What he said was words with a strong sense of urgency, such as enterprise crisis, life and death, hardship, transformation and change.

In his view, Great Wall Motor's achievements in the past 30 years are largely attributed to the era of China's reform and opening up and the dividends of China's automobile industry. Today's Great Wall Motor may be "hanging by a thread".

An Conghui, president and CEO of China automobile brand Yige Geely Group, once made a similar conclusion, "You have to live first and walk on thin ice every day".

At the end of 20 18, the automobile industry ended its 28-year continuous sales growth and showed its first decline since 1990. When everyone optimistically estimated that they had survived the tail of 20 19 and hoped that the automobile market in China would finally improve, the rhythm was completely disrupted by the sudden COVID-19 epidemic.

This year is considered as the worst year in the past 10, and may be the best year in the future 10. With the disappearance of the automobile development bonus, the global economic recession is certain, joint venture car companies are under siege, and new forces are blooming everywhere, which has brought great pressure to China brand traditional car companies.

Great Wall Motor sold 395,000 vehicles in the first half of the year, increasing for four consecutive months. However, the cumulative sales volume of the passenger car sector was only 299,000 vehicles, down 30.2% year-on-year, and even fell out of the top of 10. The year-on-year decline of rival Geely Automobile was only 18.6%, while Changan Automobile achieved a contrarian increase of 4. 1%.

SUV is the absolute fist of Great Wall Motor, with a year-on-year decline of 5.58% in 20 19. Although the sales volume of Haval H6 firmly held the position of the sales champion, Changan CS75PLUS, Geely Job PRO and Chuanqi GS4 all completed a new generation on 20 19, and their product strength was greatly improved.

WEY brand, which undertakes the dual strategic responsibilities of "brand up" and "going out" of Great Wall Motor, even gambled on the boss's surname. Compared with the brand that was born in the same period, it doesn't seem to have many advantages, and it is severely squeezed by the market. Just imagine, how can the pressure on Boss Wei be small?

How did the Great Wall Motor, whose life hangs by a thread, break?

An open letter seems to give the answer.

As a couple of Great Wall Motors, can they survive next year? In this regard, on the 30th anniversary of the founding of Great Wall Motor, Wei Jianjun officially released "A Letter to Great Wall Motor Partners: How Great Wall Motor Will Survive Next Year" on the official micro-signal of Great Wall Motor, announcing that a series of reforms will be carried out soon, and comparing it to an awl, which will not only prick those who want to lie on the credit book and enjoy the present, but even "hit the nail on the head".

On the surface, it is the upcoming organizational restructuring.

First of all, brands, commercial enterprises and R&D departments should be connected. In the planning stage of goods, both marketing and brand companies should participate in it, so we should pay attention to competition, market and consumers in order to get more and more valuable information.

Second, get through the "combat unit" and strengthen the management of brand companies through process and digital transformation. All combat units of brand companies should be able to reach users, "let people who can hear the sound of gunfire make decisions."

Wei Jianjun compared the combat troops to Toyota's CE(Chief? Engineer) system ",the so-called CE system means that there is a separate development team when developing each automobile product. As the center of the whole process, CE should communicate and coordinate with planning, R&D, production, marketing and other departments. It has a high status and power and can report directly to the president or the board of directors.

In fact, Great Wall Motor wants to reach users.

Reaching users seems to be the pain of all traditional car companies. Due to the attributes of automobile manufacturers and the sales model of traditional 4S shops, there seems to be no relationship between manufacturers and vehicles when a batch of off-line cars are delivered to dealers.

Nowadays, under the background of globalization, digital transformation and intelligent transformation are inevitable, which is also an important choice for traditional car companies represented by Great Wall Motor to "transform" into global travel technology companies.

In April this year, it was reported that Great Wall Motor had set up a first-level department-Digital Center, and Wei Jianjun's open letter also confirmed this news. The business of the digital center is for all automobile brands such as Haval, pickup truck and Euler WEY, and the business involved includes intelligent driving, intelligent cockpit, digital marketing, data center and user operation platform.

Digital transformation is another tough battle initiated by Great Wall Motor following the high-end brand and "going out" strategy, and whether it can operate users well and really reach users is the key factor of digital transformation. ?

Wei Jianjun revealed that Great Wall will soon set up the first product manager center and the first user evaluation center in the whole automobile industry, and will also be equipped with the post of user experience officer. The former is mainly responsible for the intelligent design and development of vehicles, while the latter will constantly challenge the product manager internally, thus promoting the rapid iteration of user experience.

"For users, the best process to adjust the organization is that the organization can change with the process. As long as the process needs it, as long as it can quickly respond to users, increase customer stickiness and increase sales, the organization of Great Wall Motor can change accordingly. "

It can be seen that in order to reach users and link users, Boss Wei has made great determination. ?

And the "show" we mentioned at the beginning is not a way to reach users. However, Wei Jianjun is not satisfied with this. What he wants is the digital transformation of enterprises and products.

All transformations or changes will have a game of old and new strengths, obstacles and setbacks. Failure is not terrible. No sense of crisis is the biggest crisis.

Great Wall Motor requires employees to make a little progress every day. Those who want to lie on the credit book and enjoy the present, those who do not conform to the corporate culture, are the goals.

Therefore, it seems reasonable that some people regard this open letter as a public opinion preparation before the personnel changes of Great Wall Motor.

Wei Jianjun is not the first person in the industry to publicly sound the alarm, but he should be the first person in the automobile circle to lead enterprises to carry out drastic reforms soon after the epidemic crisis.

Don't waste every crisis. Danger and opportunity always go hand in hand. If we foresee the crisis and seize the opportunity, we can survive the winter and usher in the spring. We expect that on July 20th, Wei Jianjun will publish the debate on How Great Wall Motor develops, and expect that day will bring us surprises.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.