Shulou(Shulou.com)11/24 Report--

In May 2023, Wei Brand Lanshan sold 5136 units. So far, this model is aimed at the "new home" of the ideal L8, with cumulative sales of more than 24000 vehicles.

Wei Brand Lanshan did not live into the ideal L8 appearance, but compared with the "street" mocha, coffee, Blue Mountain has been a rare highlight moment for the Wei brand this year. The next Wei brand Gaoshan, but also in the ideal has not yet set foot in the field of new energy MPV, a good performance. Officials say it ordered more than 500 units just 15 minutes after it was booked at the Chengdu auto show.

It is hard to say whether Tengli D9, which stands at the top of the domestic new energy MPV food chain, will be pulled down, but Wei Pai Gaoshan can give some pressure more or less.

Today's Wei brand product array, composed of Alpine, Blue Mountain, New Mocha and Latte, except for lattes, has been replaced with a new, stable and mature design, which has achieved better results under the "urging" of netizens. Whether it looks good or not is another way to say that at least the "high end" of Wei Brand genes is finally visible to the naked eye.

Every family has to experience the pain of the transformation of new energy, except for those who are born with new energy. Of course, Great Wall is no exception.

While the new energy transformation has not yet taken a firm foothold, Great Wall Motor has ushered in wave after wave of senior management unrest.

On the eve of the listing of Gaoshan MPV, Chen Siying, general manager of Wei brand CEO and tank and Wei brand marketing, announced his imminent departure through social platforms, which was only eight months after he took office, and the senior executive was leaving before his position was warmed up.

During his eight months in office, he participated in the listing of Blue Mountain, New Mocha and Gaoshan, and the marketing success of the three new cars also reflected Chen Siying's strength.

Chen Siying said that due to some conditions at home, decided to bid farewell to Great Wall Motor. Wei Brand has been established for seven years, and the departure of Chen Siying means that this is the sixth time that the brand has changed its CEO. On average, Wei Brand has changed its executives almost once a year.

In the same year, Wang Fengying, known as the "Iron Lady" of the automobile industry, also announced that she would leave the Great Wall to join Xiaopeng Motor.

The carmaker is like a big ship, and the senior management is the helmsman who decides the future course. The helmsman is constantly changing, and without a unified goal and direction, it will be more difficult for the ship to reach its destination.

Does the Great Wall want to be the "Whampoa military Academy" in the car industry when the Great Wall runs away? Great Wall Motors' most luxurious executive lineup in Wei Brand is believed to be well known. At first, Wei Brand rich BMW design director as a designer, former Audi executives as CEO and so on, all of them are elite. The VV series, which has been launched under their leadership, is undoubtedly the facade of Wei Brand with both appearance and strength.

Even I am curious that if you don't do a good VV series, you have to make a mocha latte, even the tank 300 before "cutting", which is completely incompatible with the high-end attributes of "WEY".

Behind the success of the two "mountains" of Wei Brand, it is closely related to Chen Siying, general manager of brand marketing, and the listed products have gained a good market response. Chen Siying's strength can be seen without "V50".

There is no "refrigerator home appliances", six hybrid SUV Wei brand Lanshan, five days on the market won 5000 Dazhuang, the first month on the market reached 5136 sales results. Big 5 hybrid SUV new mocha, also under the influence of the "Youth version of Blue Mountain", achieved a 7-day order of 10,000 during the scheduled period.

The pricing of Blue Mountain and New Mocha is very "dessert". The former starts at 273800 yuan and the latter starts at 231800 yuan, which has a better starting price than the ideal L8 and L7. From the consumer's point of view, such products really have no small competitive advantage.

Chen Siying has more than 20 years of experience in the automotive industry, joined Nanjing Fiat in 2001, and then worked in many sales companies, such as Nanjing Mingjue, SAIC passenger car, Beijing Automobile, Guanzhi Automobile and so on. When it comes to his most recent work experience, he had to be at Lecker Motor.

In 2019, Chen Siying joined LinkedIn and became the deputy general manager of the sales company, responsible for marketing and marketing. Before Chen Siying joined the job, Lecker sold 120400 cars a year. Since his arrival, Lectra's sales have continued to grow, reaching 220500 vehicles in 2021.

Even if Lecker's sales fall back to 180300 in 2022, it is still much better than before Chen Siying started. For this reason, Wei Brand, who is saddled with the mission of Great Wall Motor, hopes that Chen Siying can replicate the experience of LinkedIn and lead the brand out of the dilemma of depressed sales. As a matter of fact, he did, but he was still a little short of success.

Netizens on a well-known social platform believe that the family factor is only a "cover-up" of Chen Siying's reasons for leaving, and may have a lot to do with the development prospects of Wei Brand.

Indeed, Xiaotong believes that senior management is the helmsman of the ship, and the departure or change of senior executives has a great impact on the ship, especially in the exploratory stage of transformation. Without a clear goal, senior executives are volatile year after year, which means that a brand keeps taking detours before figuring out its own route, and may end up lagging behind its competitors.

In the view of Xiaotong, the two mountains are actually enough to set the high-end tone of Wei Brand, and the next thing to do is to stabilize the growth momentum and seem to be able to regain the previous high-end status.

Whether or not he left his job because of the prospect of Wei cars, Xiaotong can't jump to conclusions. In any case, the executive seat of Wei Brand is missing and a strong elite is urgently needed to succeed him. However, after that, it is unknown what the future shape of Wei Pai will be.

After several changes in positioning, Wei Brand is also inevitably entangled and confused in the field of automobile manufacturing technology reserve, Great Wall Motor does not belong to any new power or traditional brand in China. On the contrary, the mechanical quality of these basic automobile skills, Great Wall Motor is undoubtedly one of the most serious.

Lemon, tank and coffee intelligent three major technology platforms, the Great Wall is unreservedly used in the Wei model, and many of them are starters.

But in my opinion, the hardware quality of Great Wall can be regarded as the first echelon at the same price, and there are very distinct positioning and design features among different brands, such as tank, Euler, Wei brand and so on.

Tank and Euler are the two most distinctive brands, whether it's the "Cat" series tailored for women, or the "Tank 300" used to attract cross-country enthusiasts. And this kind of "network celebrity" level product, also brought more attention than expected for Great Wall Motor.

Like Wei Brand, which has gone through three stages: VV series, coffee series and "mountain" series, take a closer look at each stage of the product rarely has its own unique inheritance, including the naming of the product. This may be the result of executive changes, giving consumers the feeling that they are changing, unable to keep up with the changes of the brand, and unable to form an inherent impression.

"the VV you buy today will turn into coffee tomorrow", which is a bit funny to say, but the product matrix of Wei Brand does change in this way. Today's "Mountain" series meets the needs of users and is more in line with the high-end image of Wei Pai. Would it continue if it were replaced by another executive?

Car-building experience and technology is the advantages of Great Wall Motor, once unlimited scenery, widely praised by users also shows that there is nothing wrong with the product. However, in the final analysis, manufacturers should not just bury themselves in being "high achiever". "smug about technology" is not a good description.

If Wei Brand can strengthen its own development path, listen more to the needs and voices of users, and continue to inject cutting-edge technology, I believe it will be able to get up after the trough.

Without the "big god" to fly, how to go on the road of Wei Pai? At that time, the "WEY" was in full swing, and the emergence of the VV family successfully broke the situation of joint venture brand monopoly and became a new domestic benchmark of 15-200000 yuan. At that time, the new forces of domestic car-building were not as aggressive as they are today.

In 2017, the annual sales of Wei Brand reached 86000, which increased to 139000 in 2018, with an average of more than 10000 in a month, showing a strong advantage that year. Unfortunately, the rising momentum of Wei Pai did not continue, and began to decline in 2019, until before the listing of Blue Mountain, monthly sales were only a pitiful 3000 +.

Great Wall Motor has not given up its investment in Wei Brand, a variety of top talent and advanced technology, Wei Brand has always been a priority.

Senior management turbulence, brand positioning and tone have been changing, so that in the eyes of consumers, this is an uncertain brand, then consumers will naturally consider whether the brand is worthy of continued support. Obviously, the decline in Wei brand sales is definitely not due to the incompetence of the product.

A product in addition to strong hardware performance, behind the marketing, product positioning, word-of-mouth also play a great role. Great Wall Motor is a big ship, but it also requires marketing talents who can keep up with the development of the times and understand the consumer psychology of users in order to produce impressive products.

Of course, the domestic automobile market is not taken for granted. The Great Wall has to face the rapidly changing market demand and meet the "besiege" of various new brands and new ideas.

With the loss of one of Chen Siying's senior generals, the interior of Wei Brand will take time to adjust, but this does not mean that the brand has no future. Xiaotong thinks it is good to be able to create a brand of the VV series.

So who will be the next to lead Wei Pai forward?

This article comes from the official account of Wechat: ID:dianchetong233, author: shopkeeper of Tea Governor

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