“according to the work arrangement of SAIC, I will be transferred to the general manager of the MG brand of SAIC passenger cars.
” on the morning of December 9, Zhou Jin, a netizen who likes to post on Weibo, released the new SAIC news.
From this moment on, his position changed from the former General Manager of SAIC GM Wuling Brand and Communication to the General Manager of SAIC Mingjue Brand Division.
According to theory, the IP attribute of Zhou Yan is not as good as that of Yu Chengdong and Lei Jun, and the MG brand does not like Huawei and Xiaomi standing in the middle of the public opinion field.
Zhou Li takes office as MG, which is just a routine personnel transfer of SAIC and should not cause any uproar.
Especially in the current competitive environment of multi-base in the four suburbs, everyone is too busy, automobile people always want to use their vagrancy to pursue the gradual improvement of the automobile industry.
Not to mention the routine personnel transfer is difficult to attract people’s attention, even the brand thunderstorm has become commonplace and can be removed from the mobile news page.
However, the appointment of the new MG has attracted a lot of attention and discussion.
There are many reasons.
First, Zhou Yan’s unique resume.
second, SAIC’s deployment of troops this year is worth pondering.
third, the MG brand has been in poor condition in recent years, and a helmsman is urgently needed to correct the direction of the ship.
For various reasons, people in the industry have more expectations for this post-85 young man to come to 201 Anyan Road.
“MINIEV Godfather of Hongguang”, the man chosen by Lei Jun, let’s take a look at Zhou Yun’s resume first.
If you follow SAIC GM Wuling for a long time, then Zhou Yun definitely appears in your field of vision.
Since joining SAIC GM Wuling in 2011, this young man has been active in various marketing situations for a long time.
He is not only a Weibo expert but also a host with a unique typhoon.
He is not only a speaker on CCTV but also a “space step dancer” active in the video account.
He is active in the front line all the year round and has accumulated a wealth of work experience.
In brand building, product development, marketing, channel development and other core positions, these experiences have developed comprehensive leadership and keen market insight.
Among them, marketing is one of his specialties, and his masterpiece is the new generation of “magic car” Wuling Hongguang MINIEV.
Considering his platform for most of the initial activities and follow-up marketing of Hongguang MINIEV, it is even called “Hongguang MINIEV Godfather” by many people.
The phrase “Wuling will build whatever the people need” is still an important label of Wuling.
These visible achievements have led to the rise of Zhou Yan’s position within SAIC GM Wuling.
In 2019, Zhou became the director of the marketing center of SAIC GM Wuling sales Co., Ltd., and in 2020, he was promoted to brand and marketing director of SAIC GM Wuling Automobile Co., Ltd. In addition, it played an important role during the new energy transformation of the Wuling brand, and Zhou was promoted to deputy general manager of SAIC GM Wuling sales Co., Ltd. At the same time, as Hongguang MINIEV successfully opened up a new blue sea of mini electric cars, “Hongguang MINIEV Godfather” was also missed by Lei Jun, who started a business for the last time in his life.
As a result, Wuling Zhou Zhou became Xiaomi car week.
In August 2022, Zhou joined Xiaomi as head of Xiaomi auto marketing, reporting directly to Xiaomi Technology Chairman Lei Jun.
Eight months later, Zhou Yan, who missed Liuzhou Luozhan noodles, left Rebus and returned to Wuling, but accidentally got used to eating Shanghai characteristic spring onion oil noodles.
As a result, the SAIC GM Wuling Prospect Center, located at 666 Kangqiao Road, Pudong, also shows Zhou Zhi’s busyness, and his new identity is to manipulate Baojun’s marketing and marketing work.
However, it is recognized that Baojun’s work is not easy to do.
Because all marketing is based on brand awareness, but as a brand that once sold more than 1 million new cars, after the brand renovated and upgraded, sales fell instead of increasing, and were blown to the corner of the car market by the wind of change.
Last year, Baojun once again announced the brand refurbishment, as a starting point to fully enter the new energy track, and launched the new Logo Yue Ye Baojun, Baojun cloud and other pure electric new cars.
However, the market performance after the launch of the new car is very mediocre, with the cumulative sales of Baojun ending hastily with more than 50,000 vehicles.
Nevertheless, during Zhou’s term of office, he still made a lot of marketing gimmicks and out-of-circle topics, and cooperation with Dajiang has become one of the few events that Baojun has paid attention to in the industry in recent years.
At the beginning of this year, SAIC GM Wuling renamed the sales company to the product marketing center and announced that Dr.
Zhao Yifan, the “technical faction”, would be the general manager.
Before taking office as MG, he was the general manager of SAIC GM Wuling Brand and Communication.
MG needs marketing masters.
In May 2020, Mingjue officially launched a new brand strategy of “Mission 100th”, which aims at the 100th year of the brand, selling to 100 regions around the world and striving to achieve 100% customer satisfaction.
At that time, as a brand with a history of 96 years, how to coruscate new vitality, how to carry out digital transformation and how to build a new ecosystem was a question that Mingjue wanted to think about.
it is also a problem that SAIC passenger car executives need to actually implement.
But considering that Mingjue sold only about 300000 cars last year (2019), many people told Mingjue not to dream of 1 million.
Today, the name Lord, who was used to it at that time, has changed his foreign-style name “MG”, and the brand has reached the critical point of 100 years.
According to the data, from 2019 to 2023, the global sales of MG are about 300000, 310000, 470000, 660000 and 840000 respectively.
It can be seen that despite the new energy revolution and the general trend of Chinese cars going out to sea, MG still fails to achieve its goal of selling more than one million vehicles a year, and the “Mission 100s” brand strategy has not been mentioned so far.
Of course, overseas sales of MG are still substantial.
Against the backdrop of the continuous doubling of Chinese cars going out to sea, including the SAIC Zhengda plant in Thailand and Mingjue India, the company provides a steady stream of exports for MG overseas sales, increasing its overseas sales from 140000 in 2019 to 740000 in 2023, supporting the label that “one out of three cars exported by China and the United States is SAIC”.
However, “the west is very bright and the east is not bright” is a summary of the performance of MG in recent years.
While the performance of MG is outstanding overseas, the performance of MG in China is getting worse and worse, resulting in a serious phenomenon of walking with a limp.
According to the data, from 2019 to 2023, the domestic sales of MG were 160000, 80, 000, 110000, 180000 and 100000 respectively.
In the first 10 months of this year, the domestic insured volume of MG was 65000 vehicles, and there is a high probability that sales will decline compared with the same period last year.
In addition, Roewe’s performance in recent years is also lukewarm, which makes the passenger car in the country.
The status of the domestic market has deteriorated sharply.
From an autonomous quasi-head enterprise to an autonomous waist enterprise, the current situation has not improved.
In contrast, autonomous head-vehicle companies include BYD, Chery, Geely, Great Wall, Chang ‘an, etc.
, with increasingly important market positions, and each has significant market performance and technological advantages.
Among them, take BYD as an example.
In recent years, relying on the performance of Dynasty and Haiyang, as well as the growing year by year of brands such as Formula Leopard and Tengshi, its sales have climbed all the way, jumping from 450,000 vehicles in 2019 to more than 4 million vehicles.
If it sells enough 500,000 vehicles in December this year, BYD will increase the number of vehicles in the whole year, which will exceed Volkswagen’s 4.
23 million vehicles at its peak in 2019.
At the beginning of this year, based on the sluggish sales volume, the marketing leader of SAIC Passenger Cars at that time even took too much responsibility and said: “Roewe and MG did not sell well, because we did not do a good job in marketing.
” Therefore, MG urgently needs to do more homework in marketing.
On August 14, MG invited back Yu Jingmin, a marketing master who had served at SAIC Volkswagen for 40 months.
Later, the “Fat Touyu” returned to the first battle and used the A-class coupe MG5 to prop up the MG market, from the IP of the “Fat Touyu” itself to Zibo barbecue, to the Anji cat party.
MG’s marketing is moving towards rejuvenation at a speed visible to the naked eye.
, With the arrival of another marketing master, Zhou Wei, MG also hopes to make greater progress in marketing.
Time and time never linger back and forth, but history and destiny are always cleverly arranged.
, At that time, the minivan market declined with consumption upgrades and changes in demand, and Wuling Hongguang began to decline.
Coupled with the failure of the Baojun brand’s high-end development, Baojun, which once had a peak monthly sales of 140,000 vehicles, has aged like yellow flowers.
In the midst of crisis, Wuling urgently needed a magic car to continue the miracle of Wuling’s Autumn Mountains.
Hongguang MINEV has quietly arrived.
Today, MG’s situation is not optimistic.
As brands become increasingly marginalized, products become more homogeneous, and marketing becomes weak for a long time, MG urgently needs marketing masters to save famous brands.
So, the fat fish came back, and the “Godfather of Hongguang MINIEV” also came.
Their task is to double sales on the occasion of the 100th anniversary of the MG brand.
The goal is big and the pressure is great.
This made Zhou Jinkai, who had just arrived at MG on his first day in office, a little “panicked”.
At 8 p.m. that night, Zhou Wei posted a Weibo saying it was too exciting,”On the first day at work, I told me that MG sales in 2025 will double that in 2024.
” In 20 minutes, he pressed the push button on Weibo again, which asked everyone,”What time is appropriate to get off work on the first day of work?” Look, this young man who has just arrived at No.
201 Anyan Road has already begun to show off his operations.
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