A few days ago, Li Ruifeng, CGO of Great Wall Motor, revealed on domestic social media: boss Wei once again criticized the marketing work of Harvard H6 (parameters | Inquiry), criticizing that we do not understand marketing at all, have no user thinking and have no idea what users are concerned about.
After so many years of work, if it is still the same old story, spending money is a waste, and the end result is nothing! The details are as follows: 
, never felt the pressure for change so urgent, the leader has bowed into the bureau, we need to quickly transform, examine, reflect, and act.
As a marketing leader, I reflect on why the marketing of the Great Wall has been “weak” from my point of view.
First, from watching to entering the Bureau, in fact, recently, both the media and netizens have seen the “new signs” of Great Wall automobile communication. Mr. Wei took the lead and became a big IP to empower the exposure of enterprises and the rise of products.
But Boss Wei said something today that made me feel ashamed: “I am changing, but I can’t be the only one who is changing.
” This can be extended to a problem.
After Mr.
Wei came to the front of the stage, there were different angles of public opinion on the Internet.
Many people said that Mr.
Wei joined the camp of “roll leaders”.
If you say “volume leader”, Mr.
Wei can be said to be the first person in the domestic automobile industry and the first founder of an enterprise who dares to name a brand with his surname.
In the current market environment, Mr.
Wei to this age, with such industry qualifications, with such a strong enterprise strength, still take the initiative to go to an uncomfortable area.
In fact, he has a very clear train of thought, he is “proofing” the entire enterprise, he has entered the Internet, and the rest of the executives and teams are still watching on the shore.
He is forcing the whole enterprise to change.
But to be honest, the team didn’t keep up.
Second, there is no longer “lying down to win” in the market.
Returning to the new generation of H6, Mr.
Wei asked us: we have 4 million users recognized, we have the only 2.
0T+9DCT in the industry, and our Hi4 system is so energy-efficient and secure, why can’t users perceive it? “No Marketing” is not just on this car, it exposes the weakness of the entire marketing team.
At that time, the Harvard H6 was called the “national miracle car”, which was the fruit of category innovation and focusing on the SUV market.
Strong product strength, good brand reputation, coupled with consumers’ favor and support for domestic brands, Harvard H6 108 months ranked first in sales, full of wine, no need for marketing, in no man’s land to do a popular style, we are “lying win”.
“success category innovation, failure category innovation”, we have enjoyed the dividend of market take-off, but also lost the driving force of reform and innovation.
Many of our managers lack the “network sense” gene, do not have the courage to “live after death”, and do not have the courage to burn their bridges and push it all over again.
This is the dilemma of “elephant turning”.
How to make the brain dominate the body turn flexibly, which requires our managers to reinvigorate themselves from the top-down systematic change, from the mode of thinking to the organizational structure.
Change starts with emptying.
When we know where the problem lies, how can we solve the current predicament? The highest state of martial arts is to forget the moves.
What we need to change most is to implement the “comprehensive To C”.
Today’s users grow up in the second row, they come into contact with the Internet every day, and even they themselves are self-media, and we have been preaching and instilling product power, so far we can only get half the result with twice the effort, and the marketing thinking that has become a routine in the past is no longer enough.
General Wei said: change is necessary, if you do not know the direction and method, then learn from excellent enterprises, excellent experience borrowlism, even rigid, follow, forced change.
At present, we are doing a “AB angle confrontation” internally.
For the same topic, we are divided into two teams to think and confront independently, participate in the product lifecycle bet, and let the team fight for themselves through innovative incentive system.
Everyone has creativity and everyone has the opportunity.
We managers have come from the era of “pigs will fly when the wind is strong”, and now we have to face the competition with the mentality of empty cup and returning to zero, and learn again from the top down.
The research and development process of the new generation Harvard H6 has made a lot of changes for the market and users, while the Hi4 system was jointly invented and developed by Mr.
Wei and his team, and we have invested a lot of resources in technology research and development.
if marketing falls off the chain, it is the greatest disrespect for technology research and development.
Great Wall is already fully internet-connected, and as a marketing leader, I have to lead by example and from top to bottom.
I also feel that if I can’t change, it will become the biggest obstacle to the development of the marketing organization.
As the chief user of Great Wall, the change must start with me.
Finally, we also welcome the majority of colleagues, media, users to co-create with us, make criticisms and suggestions, and go the same way.
In retrospect, the Harvard H6 sold only 8309 new cars in April, falling short of 10,000 for the first time, and ranked 14th in the compact SUV sales list in April, down eight places from March.
From January to April this year, Harvard H6 accumulated sales of nearly 56000 vehicles, which has lagged far behind BYD Song Pro, Song PLUS and Yuan plus models.
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In addition, the new Harvard H6 officially made its debut during the Beijing Auto Show, with a new appearance and interior design, a substantial upgrade in intelligent configuration and equipped with 8155 chips, and a combination of 1.
5T+7DCT and 2.
0T+9DCT in power.
Click “Live Harvard H6” to learn more about the new car, and we look forward to your comments in the comments section.
(compiled / Automotive Home Guo Chen), return to the first electric network home page >.
