This year, many things have developed beyond people's expectations. Although people are trying to make progress, it seems extremely difficult.
This is an embarrassing beginning, but it is also the beginning of a budding vitality.
China auto market has experienced a rare sharp decline in the past 30 years, and it will be hit again in the year of Gengzi in 2020.
The sudden epidemic, the tightening of the global economy and the wait-and-see of the consumer market are all testing the difficulties of China car companies.
But what is this? We have experienced so much suffering, and now we are not laughing at life!
This kind of pain will eventually pass, because we have the instinct to survive, the belief to win, and the unity and unity.
Starting today, Cherry (official account of WeChat WeChat: autochelizi) will launch a series of reports on "Auto Market in Extraordinary Times", and look forward to the future with these car companies that are struggling in 2020.
Geely: war epidemics and battles
This year's epidemic has made China car companies generally encounter the problems of colder market and higher cost, which may make more car companies think about how to survive rather than how to develop steadily.
—— Lin Jie, Vice President of Geely Automobile Group
During this period, the novel coronavirus epidemic touched everyone's heart in China, and car companies took action one after another, donating money and cars, deploying materials around the world and becoming a member of the anti-epidemic front.
Among them, Geely Holding Group, together with Li Shufu Public Welfare Foundation, set up a special fund of 200 million yuan to support the prevention and control of new pneumonia in Hubei, Guangdong, Zhejiang and Henan provinces.
At present, the donation of more than 200 million yuan is the most prominent among all car companies, which is dozens or even hundreds of times that of some joint venture car companies or luxury car companies.
But behind the "glamorous", the life of car companies in 2020 is not good. Geely Automobile barely achieved its lowered annual sales target last year. Although he won the China automobile brand championship three times in a row, the hardships behind it are unknown.
In the face of more uncertain 2020, what magic weapon does Geely Automobile have to continue to break through? How does Geely Automobile carry the banner on the road of four consecutive championships? How can we blossom and bear fruit at home and abroad?
Extraordinary donation: global collaboration behind the 200 million yuan special fund
Today's Geely Automobile is no longer ridiculed as a "layman who doesn't understand cars". After years of self-development and global digestion and absorption, Li Shufu and his Geely automobile have been able to stand out.
This battle against the epidemic is the best embodiment of Geely's high globalization.
Today, Geely Holding Group includes seven brands, including Geely, Link, Volvo, Polaris, Geometry, Lotus and long-distance commercial vehicles. These brands are all over China, Southeast Asia, Europe and other countries and regions. It is they who, together with Li Shufu Public Welfare Foundation, have made unprecedented efforts and efforts to fight the epidemic.
When medical masks and epidemic prevention supplies are in short supply, Geely Holding Group makes full use of its global advantages, actively cooperates with overseas subsidiaries, and makes full use of the efficient and convenient advantages of Geely's global institutions to raise and purchase urgently needed medical materials for epidemic prevention and control in Sweden and other countries and regions, so as to support areas with serious epidemic situation in China. The first batch of 250,000 medical masks has been sent from Sweden to China.
Geely brand under Geely Holding Group also donated 50 MPV models Geely Jiaji to Wuhan COVID-19 Prevention and Control Headquarters for unified dispatching by local epidemic prevention and control departments. And its travel service platform, Cao Cao Travel (Wuhan), has also set up an emergency prevention and control support team, which will provide free travel services for residents in various communities in Wuhan on the premise that drivers do a good job of self-protection.
It can be said that the global advantages of Geely Holding Group contributed to the continuous growth of Geely's global sales, and brought the global medical supplies to the places where the China epidemic was most needed in an extraordinary period. Geely's globalization strategy finally further promoted the global coordination of China.
Extraordinary achievements: China brand won three consecutive championships.
Although Geely Automobile is so "beautiful" in the anti-epidemic donation this time, in fact, since last year, Geely Automobile has not escaped the influence of the automobile market environment, and the life is hard. But in the end, Geely Automobile survived and continued to carry the banner of China automobile brand.
The 20 19 sales data released by Geely Automobile show that Geely Automobile (including Lexus) sold 136 1560 vehicles, exceeding the annual sales target.
It is worth mentioning that 654.38+0.36 million vehicles are the result of Geely's downward adjustment of sales targets according to the situation. The final sales achievement is only 65,438+0,560 vehicles more than the target, which is 9.3% lower than that of 2065,438+08. Even so, it is extremely difficult to achieve such a goal.
In addition, Volvo cars sold 705,452 vehicles, up 9.84% year-on-year, setting a new sales record for six consecutive years. Proton Automobile, which focuses on the Malaysian market, broke through the 65438+ million mark for the first time since 20 15, and sold 10082 1 vehicle for the whole year, up 55.7% year-on-year, and returned to the second place in the Malaysian market.
In addition to outshine others in the domestic market, the growth of Geely 20 19 overseas market is particularly obvious. The annual export volume totaled 579,965,438+0 vehicles, up 65,438+065,438+00.6% year-on-year.
In terms of models, Geely has a good performance in both cars and SUVs. Among them, SUV model * * * sold 709,800 vehicles, accounting for more than half of the total brand sales, and Emgrand's cumulative sales volume was 2 1. 1.5 million vehicles, which was the best-selling vehicle among all independent brands and the only one that entered the top 15.
It can be said that Geely Automobile has been the champion of China automobile brand for three consecutive years, and this extraordinary achievement is hard-won. Especially when the market continues to decline and joint ventures and luxury brands are pressing hard, Geely Automobile has won a tough battle against its rivals by relying on excellent quality and constantly improving brands.
Now in the face of the epidemic, Geely Holding also knows that this is a difficult battle, but after years of tempering, Geely knows that this "war epidemic" will definitely win, no matter how difficult it is, Geely is willing to help each other in the same boat.
Therefore, the 200 million yuan special fund for epidemic prevention and control is not so much a donation from Geely as an expansion of Geely's belief in winning. This private car company, which has been struggling to survive since birth, knows the difficulties of survival and development. It should stimulate the desire to survive in adversity with practical actions.
This is also the top priority of Geely Automobile in 2020.
Extraordinary campaign: keep confidence in survival.
Lin Jie, vice president of Geely Automobile Group, is very aware of the difficulties that Geely and all China automobile brands are facing. He said that the automobile enterprises in China have developed at a high speed in previous years, sought stability last year, and thought about survival this year.
There are too many unknowns in 2020, including uncontrollable factors in the market caused by sudden epidemic and the decline in consumption power caused by market decline for two consecutive years. However, in the face of the epidemic and the traditional off-season of the Spring Festival, Geely Automobile has been on the road.
With the increase of uncertainties, many car companies have turned from high-speed development to stability. Lin Jie said that this year's epidemic has made China car companies generally encounter the problems of colder market and higher cost, which may make more car companies think about how to survive rather than how to develop steadily.
"But this doesn't mean that China's automobile enterprises will decline." In Lin Jie's view, the restrictions of public transportation such as trains, passenger transport, subways, buses and airplanes make private cars the first choice for many consumers.
Consumers who have cars at home will have more willingness to buy; Consumers who haven't bought a car at home will have a stronger desire to buy a car than before. From this point of view, after the epidemic, there may be a small peak in car purchase in China.
We don't have to worry about the future development at this time. At present, the primary task is to gather all forces to win the "war epidemic."
Now, the epidemic has begun, and Geely's survival and development movement is already in action.
Very strategic: How does Geely win the sniper war?
When survival becomes a common topic, how to survive becomes a difficult problem.
Although 2020 is difficult for Geely Automobile, the best way to overcome the cold winter is not to hibernate, but to reserve food in advance.
This point, Geely Automobile has a deep understanding in the development process of more than 20 years. Fortunately, it is ready.
At the beginning of this year, Geely Automobile announced the sales target of 65,438+0,465,438+0,000 vehicles in 2020, a year-on-year increase of 3.6%.
It is uncertain whether this goal can be completed as scheduled, but even if it is completed, I believe Geely is under great pressure. But for an enterprise that is determined to win, survival is the key to getting off. And Geely, there are still many cards to play.
Thanks to the empowerment of the system and the continuous improvement of brand value, Geely Automobile's contrarian growth in recent years has become a textbook-level model for domestic brand car companies.
In terms of models, in 2020, Geely will launch six new models and a number of redesigned models. Including the second SUV Geely icon under BMA architecture, the Lectra 05 built under CMA architecture, Geely's first medium and large multifunctional SUV "VX11",Geometry GE 13 and other brand-new products.
These brand-new models are completely from the brand-new architecture of Geely Automobile. At present, Geely Holding has formed three infrastructures: BMA, CMA and SPA, and the exclusive structure of PMA pure electricity. The models born on the modular platforms of BMA and CMA account for 265,438+0.5% of the total products of Geely Automobile and Lectra, and Geely has become the China brand with the highest modular car-making efficiency and the widest product layout. Today, the sales of 9 models such as Job, Emgrand GS, Emgrand GL, brand-new Emgrand, Vision SUV, brand-new Vision and Vision X3 have exceeded 10,000, which has become a strong backing for Geely's steady development.
In terms of R&D, Geely Holding has invested more than 1000 billion in ten years, forming five engineering R&D centers and five styling design centers in the world, with 20,000 R&D designers and a total of 17677 patents. In the 20 18 R&D investment ranking of the top 500 private enterprises in China, Geely Group is second only to Huawei, with an investment of over 1800 million yuan. It is the long-term and large-scale investment that makes Geely "have a meal in hand and take it easy" in the predicament.
With the development of technology and quality, Geely has also ushered in the rapid development of products, brands and internationalization.
In the high-end market, it can be said that Kling's brand building was quite successful two years ago. Although the overall scale is not large at present, Link has really cut into the high-end market of joint venture brands, which is unimaginable for China automobile brands and also shows the strategic strength of Geely Group.
In terms of brand, Geely ranked fourth among China brands three years ago, with SAIC-GM-Wuling as the first, Chang 'an as the second and Great Wall as the third. Since the first half of 20 19, Geely has become the first, and its market share in the whole passenger car market in China is close to 6.5%. Nowadays, when it comes to the standard-bearer of China automobile, people will think of Geely for the first time. Now when it comes to Geely, people will "associate" luxury car brands such as Volvo and Mercedes-Benz for the first time.
In terms of channels, Lin Jie pointed out many times that the lips are dead, the teeth are cold, the dealers are not good, and it is difficult for enterprises to develop well.
Therefore, in recent years, Geely has been very attentive to dealer channels. Although the overall sales volume of Geely last year seems to be lower than that of the previous year, in fact, the terminals are growing, and the inventory of dealers is in good condition, which is relatively healthy among all automobile brands.
In terms of overseas markets, Lectra will officially enter Europe in 2020, compete with the world's first-class brands on the same stage, and take a key step in the global development of Lectra brands.
In fact, since 2003, Geely Automobile has been engaged in overseas automobile export business. At present, the export areas have covered nearly 60 countries and regions such as Eastern Europe, the Middle East, Africa, Southeast Asia, Oceania, Central and South America, and Geely Automobile has more than 400 overseas service outlets. The Geely 200 million yuan special fund for epidemic prevention and control highlights its superior overseas coordination ability.
Brief comment on cherry
On the whole, although the automobile market is difficult, Geely Automobile has the material food and spiritual belief for the winter.
This is not an endless battle, but a United battle. Nowadays, no one can be immune, but there is no doubt that whoever exercises himself in advance, who does not forget to fight in the most difficult time, can go on with a smile.
As Lin Jie, vice president of Geely Automobile Group, said, we should not be blinded by the haze in front of us, but make up our minds to "seize the day and live up to our youth".
With the rise of great powers, the surge of the country and the self-improvement of domestic products, China's upward power has just awakened. We need to adhere to the strategic direction, maintain strategic strength and continue to forge ahead!
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.