Will the new commander be able to save his own brand?

On July 16, Ge Shuwen attended the off-line ceremony of the FAW Pentium B90 as the general manager of FAW Car Sales Co., Ltd. for the last time. On July 17th, he went to FAW-VW Audi Sales Division to perform a new job—the executive deputy general manager of FAW-Volkswagen Audi Sales Division. Zhang Xiaojun, who originally held this post, was the general manager of any steam car sales company. Coincidentally, the car companies recently changed their coaching habits, in addition to FAW Group Zhang Xiaojun and Ge Shuwen post adjustment, the Chery, Jianghuai, Futian and other companies have undergone high-level changes.

In this year's self-owned brand market sales and market share continues to decline, the Japanese, German, French and Korean car market share has risen. Under the background of this rotation, it is actually the strategic layout of various companies. Changes - each car company is planning for the future.

FAW: Autonomous Joint Ventures

Yesterday, the news that Zhang Xiaojun, executive deputy general manager of FAW-VW Audi sales division, and Ge Shuwen, general manager of the current steam car sales Co. It is understood that there are currently more than 300 senior managers in FAW Group. Every few years, they will “rotate their posts.” In addition to the positions of Zhang Xiaojun and Ge Shuwen, the personnel adjustment involves several senior executives of FAW Cars as well as the high level of the Audi Division. The list of senior managers currently known to be changed has been increased to nearly 10 people.

FAW Car Co., Ltd. is a holding subsidiary of China FAW Group. It is the core enterprise of FAW Group to develop its own brand of passenger vehicles and owns Pentium, Hongqi and other independent brands. According to the analysis of the industry, this move should be regarded as a joint venture company that sponsors independent brands in talents and management. In a joint venture with a number of multinational car companies such as FAW Group, the joint venture company is not only the biggest contributor to profits, but also the “Huangpu Military Academy” for the development of independent brands. Zhang Xiaojun is one of the recognized marketing experts in the automotive industry. Putting Zhang Xiaojun's and Ge Shuwen's posts on the tone is considered to be a positive attempt by the senior management of FAW Group to use Audi's experience to build a brand new Hongqi brand image.

In April of this year, FAW Group released a brand new red flag strategy and a flagship model of the flagship model, the Hongqi H7. Prior to this, related ministries and commissions have issued a document stating that government procurement vehicles will give priority to purchasing models of their own brands. FAW Group already has internal news that the red flag will replace Audi as the "designated car" for provincial and ministerial officials.

Chengdu Business Daily has also confirmed from the Chengdu dealer of FAW Car. It is said that FAW Car hopes to make Hongqi “China’s Audi”. With the launch of the Pentium B90, Pentium also hopes to occupy more public commercial vehicle markets. Olang is the main private car market.

This time, the mobilization of personnel, the purpose of the FAW Group is very clear: through the use of joint ventures to create high-end brands of valuable experience and management capabilities, to enhance their own brands Pentium and Red Flag's operating standards.

Chery: Pulling on Another Brand Transformation

Chery is the first independent company to implement multi-brand and sub-network sales. This model has brought immediate results to Chery’s sales growth. Chery’s multi-year business unit system hopes to guide the product development through market demand through a simple way to increase the influence of its brands. However, after years of hard work, Chery did not open the door to the high-end market. The high-end routes of Rui Qi and Wei Lin suffered setbacks. The shrinking of the low-end market also puts Chery’s sales pressure on an unprecedented scale. In comparison, Zheng Zhaorui’s Cowin Business Unit has been in charge in recent years. The most prominent performance.

Chery has been emphasizing product quality in recent years and has significantly improved its product strength. However, due to the fact that there has been no change in the sales system, each brand has its own lineup, and even competing with the other players has not been suitable for market development. Today, Zheng Zhaorui serves as the general manager of Chery Automobile Sales Corporation, and Ma Deyi turns to a well-established and professional firm responsible for quality assurance. Chery handed over the sale of power to the young and young 34-year-old young man, showing how determined Chery's determination to change.

Although Zheng Zhaorui is young, he is a senior figure of Chery. He entered Chery in 1999 when Chery was founded. He first worked for the Quality Assurance Department for three years, and then served as the assistant general manager and deputy general manager of Chery Automobile Sales Co., Ltd. and Chery Automobile. He was the deputy general manager of the international company, the general manager of the Qiyun Automobile Sales Company, and the deputy general manager of the Qiyun Division. His rich experience made him understand the status quo of Chery, and he also thought and understood the company's strategy. The young man with young thinking and international vision took office, plus he once served in Shanghai GM, Dongfeng Peugeot, SAIC Passenger Vehicle, Beiqi Foton and other units. Now he is supported by Huang Huaqiong, the managing general manager of Chery Sales Co., Ltd., or Chery. There is a different marketing idea and approach from the past.

The reporter learned from Chery insiders that now Chery has quietly changed the Cowin brand to Chery II and re-introduced the Chery brand. This change may be the beginning of Chery's new brand strategy.

Foton: Expanding Passenger Cars

Prior to Wang Chaoyun, Fukuda had dug Jia Yaquan, the former vice president of Great Wall Motors and general manager of the domestic sales department. The joining of two marketing experts now will give Futian Motor's strategy to develop passenger cars. Foton Motors announced the transformation and upgrading of its business this year, while expanding its passenger vehicle business while maintaining its leading position in commercial vehicles.

Wang Chaoyun, who was born in Cobain, entered the Jianghuai Automobile Group after graduating from the Department of Thermal Energy and Environmental Engineering of Tongji University in 1984. He successively served as quality manager, development manager, manager of agricultural vehicle sales company, and marketing department of JAC Corporation commercial vehicle branch. General manager, deputy general manager, general manager of Jianghuai Automobile Company's utility vehicle marketing company, deputy general manager of Jianghuai Automobile Co., Ltd., general manager of marketing company, etc., which made achievements for Jianghuai Automobile's 15 consecutive years of growth of more than 50%. Thanks.

The so-called trend of the hero, the current auto market is in a changing situation, own brand suffered market share decline in the predicament, the current independent brand car companies have adjusted personnel, do not know if it can in turn change the trend? We will wait and see if we can save our own brand in distress.