129733617942658750_48Interview · author/institutional mechanism for simple, simple, simple product of Jin dynasty; has made mistakes, change plans, also failed. Great wall was to concentrate limited resources, a-class cars, pickups, SUV to the extreme. On December 20 last year, Haver SUV No. 600000 ceremony was held at the headquarters of the great wall automobile Baoding great wallCar Chairman Wei Jianjun personally Beijing owners Haver H6 car key is passed to the high hand. At this point, Harvard became China's first SUV brand sales exceeded 600,000. Both of business and brand-building, not only to do, to do strong, was uphold the idea of the great wall. About joint ventures, adhere to independent. Dreams of the great wall is the autonomous vehicleBrands of the world. No. 600000 Haver SUV car ceremony, company chairman Wei Jianjun ambition cold: to achieve sales target of 1.3 million by 2015, while levels of production reached 1.5 million units. Each product is aiming at is to give them the pressure of foreign capital in China automobile industry: Haver in SUV in this market segment, salesQuantity independent brand by far, even though joint ventures with other brands, gap is shrinking. Price as a very prominent product, what do you think about David Huff pricing mechanism of the car? Wei Jianjun: I Haver H6 pricing is not satisfactory, I think it should be more than 110,000, while final pricing than 90,000 ~10 price range. We strive to makeForeign brands have pressure to challenge them. Our prices per product, with foreign brands close, close, and then close. Is such a thought. Pickup, and SUV, we are taking the same strategy, each product is aimed at foreign investment. C30 models and some foreign brands than, for example, prices are not lower than they, but pinVolume is much higher than that of their, which has fully demonstrated the consumers on vehicle products far more research than a car manufacturer. Therefore, current price of 10,000 dollars will sell very well, but now the price is low. I do not want to sell so much, is based on financial management to consider. If we want to have more capital to invest in higher-end products, and enterprisesIndustries must be the normal cyclic operation, quality of our products will continue to increase in the future, to constantly increase the price. Out next product will be better than the H6. H6 now in short supply, we will strictly control the price, great wall automobile on the fare increase of the private dealer of punishment was very severe. China automobile industry: Haver as the great wall great wallProduct development history and current market conditions it is how? Wei Jianjun: company's first SUV as we all know, the sales performances as early as 2002. We were named Hilux surf, later changed to David Huff, because at that time registered in English, representative of the Hilux surf safety, later in desperation changed David Huff. By registeringName everyone will understand that the great wall in the future products target overseas market cannot support because we understand that low-quality and low price of consumer demand in the future. To achieve brand upwards, to opening up the international market. At present, several landmark products of our overseas markets, such as Australia and South Africa, all is well. Australia markets sUV, series pickups sold very well. The great wall in the early planning stage to enter overseas market had, for example, in 2006, 500 Harvard CUV exports for the first time Italy, it is the own-brand cars in China's first mass exports to the EU market. Cars product internationalization, must go overseas, to international. Great wall the next target will be to North AmericaAnd the mainstream European market development. Now, January 2011, great wall motor total sales of 434,469 vehicles, an increase of 28.7%, fastest growth in mainstream vehicle enterprises. Among them, Haver SUV sold 141,249 cars, SUV sales rank China first. China automobile industry: the great wall in SUV of the future researchHow to plan on? Wei Jianjun: in the "Twelve-Five" period, we will have 6 SUV market, paragraph 4 was 4.7 m, there are two paragraphs is 4.8 m, was on display at the show was SC60. At present this is a concept car, prepared at the end of 2013 prepared listing. We consider after 2015, "Thirteen-Five"When launching the next generation of SUV. Overseas merger depends on the timing of pursuit of the great wall is the localization of Chinese automobile industry: the great wall since its establishment, has been in the domestic and international markets hard, won the respect of inside and outside the industry. Brands to develop international markets, what views do you have? In terms of product development and branding, the great wall is what to do, what is strategyAnd plans? Wei Jianjun: only at the high end of the market place, with a certain degree of influence that China really has to go. Implementation of "going out" this goal is long-term, is full of market operation to complete. Limited to low-end markets, we cannot be successful, rather than a marketing approach to operation of the distribution, cannot succeed. ThisNot only will not bring lasting competitiveness of manufacturing in China, will bring a great negative effect to made in China. Therefore, we planned all of the products, in particular products are ready to be exported to overseas markets in accordance with the laws in Europe and North America to design. Although China now exports are substantial, but the quality is the highest of the great wall, we should not onlyThe customer is responsible for, and must take responsibility for the enterprise. Now, we have developed a complete after sales marketing network, we operate must be high quality overseas markets, to long-term sustainable development. Among the products in the future, we will have more products to high end of the market. China automobile industry: own-brand cars in overseas markets are more active now, notOnly reflected in exports also include overseas acquisitions or purchase of technology. How would you rate independent car companies in mergers and acquisitions in overseas markets? Great Wall has such a scheme? Wei Jianjun: enterprise development model is not the same, there are differences between them, some companies believe expansion is a good method, but the great wall has been doing subtraction, reduction, expansion of ourIs just building a base in Tianjin. I am of course in favour of some overseas automakers for restructuring, such as the reorganization of some of the core components. Because is not a part of the great wall, on host plants overseas mergers, I feel the need to look at the time, I very much agree with the merger of Geely Volvo, but I agree that we may do so. Our brand research and development baseIn Baoding on this, some people are advocating returnees or technology company, very few of us technology companies, our products are made in China. Fact of our research and development is what we do, and what we pursue is localized, is inviting local staff, build long-term cooperation relationship with the staff, there is no shortage of this feeling. Our businesses have been taken into accountPeople live and work. Car is an industry, chemicals, electronics, machinery, metallurgy, involves all areas of technology. If you get our research and development team in Shanghai, is obviously unrealistic, if so it is better to go to Europe. We of the European institutions, of course, Japan also has institutions, but the most important thing is to build local research and development strength. CategoryAdvantages of brand "focus strategy" do subtraction of Chinese automobile industry: brand is now experiencing a lot of bottlenecks, also fell on the sales. Success story of the great wall as a brand, you feel over the next few years to avoid those risks? Need to strengthen what weakness? How to develop on the network in the future? Wei Jianjun: great wall now in operation, are baseTo the concept and behavior of access to international markets. As own resources are concerned, I think that the great wall wanted to break through, the enterprise brands in the world, it must be "industry specializing in" category advantage brand. This policy is based on the existing internal resources and external markets, is considering results, both inside and outside. Route of the future development of our business andOther companies are not the same, we have several characteristics: first, we use category path of the advantage brand. Few people use this method of automobile industry, mostly a brand a few categories, divided into high, medium and low end, we are a category, a brand, which is a characteristic. Great Wall history obvious, since 1996In 1997, got the first, this is the 13 consecutive year in 2002, into the SUV market segment of the great wall, at that time the most expensive SUV was 140,000, price is what we play more than 80,000 more Hilux surf, soon became the first name of this market segment. After entering the field of cars, we have also made a very good sales performance. We only do a-class cars, notB, c-class, this is because we used to pool limited resources, experts of category, categories do have an absolute advantage. Today's result mainly comes from our ideals, our vision, our overseas high-end market is to rely on the "Spotlight". Great wall also made mistakes, buses
tera power leveling, car was fine, but we are amateurs, don't understand theirMode of operation, so I quickly quit the operation. Do we have any plans of the c-class sedan, but later canceled. Last great wall started to make limited resources "focused", March to the top end of the market. Brand actually got here, don't always look at the big, big does not mean strong. After the reform and opening up, and economic development very quickly once the economy return to rationalOperating markets of rough and you can't hold on. So our future development strategy is focused on the SUV, a-class cars and pick-up trucks. China automobile industry: you repeatedly about "spot" and "focused strategy", then down to the great wall of m and h-series SUV, to balance the allocation of resources? Wei Jianjun: Division of resources, when we are planningPlatform of the plan. For example 4.8 meters, we will consider sharing a platform with pickups. Smaller class a, SUV car, we shared a car platform resources. From now, the great wall in consolidation of resources is in the industry do the full on. In terms of resources, we thought, technology, lab equipment
diablo 3 gold, and the supporting system of production,To the marketing and sale of which are common, even the technicians of our way of thinking is a platform. Platform is not only reflected in the vehicle section of the great wall, there are also differences in the market. Better resource utilization, the higher the quality of our business, because the resources are shared. The great wall at vertically integrated than are many other enterprises, and we doMore high end, which makes our vertical integration of components to maximize volume, more and more quality guarantees, in this regard, the current model of the great wall is very suitable for brand development. In this regard, we will further discuss the business model of the great wall, are committed to building a business model that best suited to independent brand, to better respond to the Chinese marketAnd the current situation of own-brand. Business philosophy is not based on the amount you want to see new energy automobile in China in a responsible manner: the great wall as a domestic car companies in the fastest-growing enterprise, announced before the goals are achieved by 2015 "1.8 million car sales, production capacity to 2 million units", now "sales of 1.3 million units, adjust production capacity to 1500,000 ", what does this mean, why would you make this adjustment? Wei Jianjun: "2 million" problem, to tell you the truth, the Government, our private listening. But consumers don't see how much did you sell the car, our business philosophy is not based on the model. Our product is not made at the request of product prices, as there is noValue, should be sold to afford consumers. In early 2011, we also discussed the drop does not price problems, I said firmly cannot be reduced, then we each are up more than 1000 dollars, great wall product is quality-oriented. China's auto sector: current state in the automotive industry to promote low energy consumption, low emissions, in this case, the great wall is there to enterNew energy plans and trends? Wei Jianjun: questions about new energy, great wall's approach is to closely follow the development of new energy. Great Wall never give you concept, which was described as nothing. I think that no matter what, as a business must be honest. New energy technology is very good, but I think the new energy needs for a period of time, you wantDo we seriously. Because the car is always paid great attention to the product, rather than a fast moving consumer goods
tsw power leveling, as each part of the consumers ' houses, we have to look at the issue in a responsible manner. Our pure electric vehicle project is doing well now, but the production, launch, mass sales, was premature. Generally speaking, many automobile development, routesThere are many, I think combination of new energy and conventional energy which is very good. In terms of new energy, next we are more focused combination of traditional batteries and energy, not the car itself is not good we do, but we think the battery technology also needs further improvement.
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