Author: Wang Shanshan
Any organization or individual needs to refresh itself when it reaches a certain tipping point.
The development of China's automotive industry has come to a crossroads. People not only feel the excitement of the rise of independent brands, but also fall into the anxiety and confusion of collective homogenization.
How to break the game? JiHu gave the answer: refresh yourself, change your thinking, and stick to your original intention.
Competitive growth from the inside out
"Every person, every organization, and even every society, when they reach a certain point, should click refresh - re-energize, re-energize, reorganize and rethink the meaning of their existence."
Refresh is a business book about Microsoft's transformation. The concept of "refresh" mentioned in the book is not just a simple update or reset, but a purposeful, targeted adjustment process. It avoids the instability that can come with sweeping revolutionary change, and instead achieves sustained progress through gentle adjustments.
One of the most important strategies is leadership refresh.
An egg is food to break from the outside, life is to break from the inside, and the same is true for the transformation of the company, which is broken by the rise of internal forces to achieve new growth.
Recently, BAIC Group has ushered in a round of large-scale personnel adjustments.
Dai Kangwei, former Secretary of the Party Committee and General Manager of BAIC New Energy, was promoted to Deputy Chief Engineer of BAIC Group and Chairman of BAIC New Energy. Zhang Guofu, former deputy secretary of the Party Committee and executive deputy general manager of BAIC New Energy, was promoted to secretary of the Party Committee and general manager of BAIC New Energy. Liu Guanqiao, former director of operation and management of BAIC Group, was transferred to the deputy secretary of the Party Committee and deputy general manager of BAIC New Energy, mainly responsible for the work of the marketing section.
Among them, Zhang Guofu can be regarded as BAIC's "strong general". As a leading cadre cultivated by BAIC, he has held important positions in BAIC off-road vehicles, BAIC Co., Ltd. and BAIC New Energy, and has achieved brilliant results.
After he served as the executive director of BAIC Jihu, in the past year, the sales of Jihu Automobile have achieved continuous growth. In 2023, JiHu will sell 30,016 new cars, a year-on-year increase of 138%; In the first half of this year, a total of 18,000 vehicles were sold, a year-on-year increase of 110.24%, of which more than 8,000 were sold in a single month in June, a year-on-year increase of 314.77%.
▲Zhang Guofu, Secretary of the Party Committee and General Manager of BAIC New Energy
This time, with Zhang Guofu officially promoted to the "number one", BAIC BJEV is expected to achieve comprehensive optimization in terms of product power, brand power, marketing power and business power, bringing new development opportunities for the ARCFOX brand.
If a thousand people are united, they will have the strength of a thousand people; If ten thousand people have different hearts, there is no one to use. Refresh is not limited to internal operations, but also to interactions with external partners and customers. By understanding and sharing the needs and goals of others, businesses can better adapt to market changes and achieve a win-win situation.
On July 19, the 2024 Semi-Annual National Dealer Partner Conference of BAIC New Energy Jihu Automobile was held in Suzhou, and more than 150 dealer representatives from 70 cities across the country gathered together.
Zhang Guofu re-examined the current position from three aspects: the torrent of the times, the sufficiency of the warehouse, and the same desire of all employees. He said that in the second half of 2024, BAIC BJEV will continue to adhere to the primary goal of increasing volume, face challenges with dealer partners across the country, and seek win-win cooperation with a determined heart.
Get rid of following and change your thinking
The transformation of an enterprise requires not only a refresh of leadership, but also a refresh of the business level.
The question that businesses must answer is, "What does this company do?" Why do we exist? And what makes us different? ”
Under the general trend of consumption upgrading, change has been an indisputable fact, and users have both the needs of parameters and configurations, as well as the needs of driving and service. When many models competed, I was worried that there would be no this and no that, so I did a lot of piling up.
At the same time, a hundred schools of thought contended, but also fell into a kind of collective homogeneity anxiety.
Under cost control, how to not only let customers feel the uniqueness, fashion and delicacy of the product, but also make the experience and value perception of the product obtain strong recognition from consumers?
Jihu's approach is to "get rid of following and change thinking", dare to break the fixed rhythm of self-formation, and dare to force yourself into a corner.
In order to better fit the consumer market, Alpha S5 and Alpha T5 are designed to serve different customer groups based on different scenarios.
Taking Alpha S5 as an example, its drag coefficient has achieved 0.1925cd, which is the best model among all domestic production cars this year, and it has also done a very good job in terms of energy consumption and noise.
In terms of interior design, ARCFOX found that when using a large-size HUD screen, the small screen of the instrument cluster was no longer very useful, so it was decisively abandoned on the Alpha S5, mainly relying on the central control large screen + HUD, so that the cost was further optimized.
Through the product quality and performance that far surpasses those of competing products, the ARCFOX Alpha S5 has attracted consumers of batches of cars, and "closing their eyes and entering" has become their common voice.
A test drive meeting in Qingdao not long ago gave more people a clearer understanding of the Alpha S5.
"The Alfa S5 is very sporty to drive, and its entire chassis is relatively tight in the case of rough roads such as cornering and speed bumps."
"For female car owners, the exterior design of the Alpha S5 is undoubtedly a highlight, and every time I drive to the unit, it attracts inquiries from my colleagues."
"It's made by Magna and shares the same factory as Mercedes-Benz, which gives me more confidence in the quality of its hardware and its basic configuration."
Stick to the original intention, keep the clouds open and see the moon
"Whoever has no storm will keep the clouds open and see the moon."
As a high-end new energy brand built by BAIC Group and BAIC New Energy, ARCFOX Motors has assumed an important role in building BAIC Group's independent business and deeply cultivating the new energy market since its birth.
In the field of quality, safety, and in-car health, it is called "an engineering man who uses too much force" by industry insiders, and these are the brand spirit of "born to break the boundary and protect with extreme intelligence".
Even in the current environment of extreme involution, JiHu still maintains its own heart and unswervingly walks on the road of user-centered long-termism.
In order to realize the proposition of "craftsmanship-oriented technology empowerment quality equality", BAIC announced that by 2030, it will invest more than 100 billion yuan in research and development, and continue to increase investment in smarter, more energy-saving, and safer.
New energy vehicle manufacturing is not only a long-distance race, but also a far-reaching industrial transformation. As a powerful long-distance runner, JIHU relies on the profound heritage of BAIC Group's 66 years of car manufacturing, and is gradually showing its edge.