Category: Money tips Release Date: 2006-07-19
"You're open is your own production of the car?" To see the domestic repairer entrepreneurs, people often ask. The subtext behind this question is: "China's car dealers it?"
Reporters have asked the boss of a few independent repairer the same problem. "Of course, our own-made cars." Subtext and firm tone, it is the "Made in China" confidence.
However, this confidence needs to be the world's recognition.
Recently, there is a company registered in Gibraltar to the European Union submitted a "NOTMADEINCHINA (non-Chinese manufacturers)" the word trademark applications, while the EU has accepted the company's trademark application.
This, only "Made in China" a microcosm of the challenges faced.
In "Made in China" the cost of a gradual climb to market for technology's measure has little effect, followed by Chinese enterprises have shouted to the "Made in China" transformation of today, the Great Wall Motor Company has taken the first step.
Great Wall, as an independent repairer to insist on more than ten years, the first overseas listing of the private automobile enterprises in China, pick-up market has been selling for 8 consecutive years, SUV sales in the market for 3 consecutive years, the first. In 2005, the Great Wall exports of more than 20000 vehicles, vehicle exports for 5 consecutive years, first in the country.
"In manufacturing, Japanese companies do best, we should learn from them! In each and every aspect must be lean!" Jian-Jun Wei, chairman of Great Wall Automobile Great Wall, so the interpretation of the past, and to guide the future of the Great Wall.
Operator Jian-Jun Wei: Ten Years crevices build "Great Wall"
Shock "big brother" in Chinese Growth WEI Jian-jun like the Great Wall built their own cars, but he also made no secret of his luxury car on the world of all ages.
10 years ago, Jian-Jun Wei opened the first car is a LADA, which at the time even if a domestic can buy a good car.
10 years later in 2005, Jian-Jun Wei led the Great Wall Motor Company and his entourage visited the Russian Sauk Group's "Roslada" auto assembly plant. Sauk Group is the LADA brand owner. Subsequently, the parties negotiate: the Great Wall to the way technology investments, and Sauk co-founded a production of the Great Wall SUV assembly plant. Talks, the soaker filled with emotion, head of group: When the eyes of the Chinese people LADA is a good car, in 1999, they also have considered the production plant in Tianjin LADA cars. Never thought that just passed five years, the Chinese themselves to hammer out such a good car - the "Great Wall Hover"!
Today, the Great Wall in China pickup and SUV field advantage that no one can compare. At the same time, the Great Wall cars are also selling well in foreign countries, the Great Wall Dierpika also awarded the "Russia welcomes the most public pickup" in the title.
However, Jian-Jun Wei is also hope: that one day can be like the Great Wall Automobile BMW, Mercedes-Benz as the world's luxury car.
"¸" dry out the big business In 1990, when the WEI Jian-jun, under contract is located in Baoding Great Wall Township, south of Nanda Park automobile factory, the firm is only 60-plus employees, and heavily in debt. Today, however, had to change the world.
"The real foothold so that Great Wall Motor, is the decision in 1995, converting the pickup." Jian-Jun Wei recalled, "Once I was going abroad, I am in the U.S., Europe, Southeast Asia and other countries have found that the popularity of pick-up level is extremely high fashion models are quite generous . At that time, some large domestic enterprises are in the sedan, not martial arts take into account this kind of 'marginal product'. but I think it is a very potential market. So I thought: if the production of a 100,000 yuan from top to bottom, inexpensive high-quality pickup truck, it will certainly be very competitive in the market. "
The Great Wall is a new attitude in 1996 reached the domestic automobile industry, when the warlords and the effect on the market was highly competitive, anxious to get in the car that cut the largest piece of cake. The Great Wall Motor, there is no Cou this fun, select a pick-up the void. Pickup was in the domestic car market is indeed very "cold", not only consumers, is that some of its domestic car plants are poorly understood. The price of imports in the Ersanshiwan pickup, due to "highbrow" slow development of the market.
To be well prepared to fight, Jian-Jun Wei led a team to pick-up truck market made a very detailed investigation, the resources of its own and competitors, mechanisms, promotion, quality detailed comparison of the number of items. The result is: confidence.
At that time, the country's largest producer of pickup is the automotive field. The fields in Baoding, is a heavy burden of the old state-owned companies, the mechanism is not flexible and do not say, high product costs. And it is compared to the Great Wall determined to win. At that time, a considerable strength of pickup manufacturer, that is, Qingling Motors. This is a joint venture company, products are not the localization of the higher price. Therefore, the pricing decision of the Great Wall pickup than it low, but significantly higher than those who were low-priced products on the market, and strive to have obvious advantages in cost-effective connection.
"The Great Wall pickup a turnaround in one year, 3 months, a small change, always kept fresh, so that the car has become fashionable, it is Western style." Jian-Jun Wei said: To some extent, China's Great Wall Motor led the market pickup demand.
As the positioning accuracy, since 1998, the Great Wall pickup 8 years has been far ahead.
However, at the market peak of the Great Wall pickup, are also facing a big trouble: in Beijing, Shanghai and other big cities, pick-limit line. This means: a prosperous economy, the purchasing power of a strong urban markets, but will work with Great Wall Motor, "miss."
As a result, in 2000 Jian-Jun Wei decided to transition to the Great Wall from the pickup SUV (sport utility vehicles). The latter grade higher, more profits, the most important, it can be moved into large cities. After nearly two years of secret preparation, in June 2002, the Great Wall launched eight million yuan of the SAFE SUV, officially entered the large and medium cities in the market.
Severin was introduced, the domestic SUV prices are generally at 20 million yuan, 10 yuan shall be a blank, WEI Jian-jun have aimed at this market neutral gear. His eyes once again proven accurate: listed only one year, its sales will be more than 3 million.
Great Wall Safe SUV, the Great Wall pickup in large part an extension of policy in major cities: Look for the market niche, one-step low-cost strategy, the occupation in the low-end market.
The end of 2003, the company has introduced features, positioning of different Saiying RUV, Sai Chun SUV and other products. December 15 the same year, Great Wall Motor in the Hong Kong Stock Exchange Main Board listing (2333.HK), the Hong Kong public offering period, the Great Wall Motor IPO oversubscribed 682 times. At the national automobile market surge was driven by the Great Wall that year profit of 5 million, but only 2 million of bank debt. At this point the Great Wall can be described as prime-time soaps.
