On June 22, 2020, Chongqing Changan Automobile Co., Ltd. (hereinafter referred to as "Changan Automobile") officially elected Zhu Huarong as the company's chairman, thus Changan Automobile entered the "Zhu Huarong era". So, what kind of person is Zhu Huarong in management? What are his goals and challenges after becoming the "number one" of Changan Automobile?
■ Zhu Huarong: Not a traditional autobot.
Zhu Huarong is an old autobot with a technical background, but he is also a veteran. He used to be assistant to the general manager of Changan Automobile Company, minister of technology, chief engineer of automobile factory, vice president of Changan Automobile Company, deputy director of marketing department, director of science and technology committee, and president of automobile engineering research institute. In 20 14- 12, Zhu Hua was appointed as the president of Changan Automobile, leading many strategic layouts of Changan Automobile.
Generally speaking, the executives of traditional car companies always give people some fixed impressions: suits and ties have a fixed pattern of speech, and it is inevitable to "talk about the general direction without talking about details" during the interview. However, Zhu Huarong, with many years of state-owned enterprise background, has a different style. Comparatively speaking, he dares to think, speak and do, and is an unconventional traditional autobot.
Whenever Changan Automobile has a large-scale conference, Zhu Huarong will almost always attend. After several communications, many media people will also be moved by Zhu Huarong's serious attitude. When the media asks questions, he always takes a pen and paper to record them; When asked a "sensitive" question, he would try his best to give an answer with a smile, and he would always tell some big truths: "It is not news that enterprises will shut down and turn around in three to five years", and finally "there are only five or six car companies left in China" and "90% of the new car-making forces will be out" all came from him.
Zhu Huarong.
In a conversation, the editor asked him what "shortcomings" Changan Automobile had in management. He didn't deny this, but he replied: "In fact, the short version of Changan Automobile is the short version of the traditional automobile, which means that the automobile is still cold and there is no temperature. It's not enough to be smart. Does the car make you feel that you can understand and solve a series of problems, including freeing your hands, feet and eyes? This is the future. The short version of Changan Automobile is also a short version in the industry. I think that transformation and upgrading is this problem now. "
Changan's sale of Changan PSA shares also caused heated discussion. Zhu Huarong made an analogy: "It's like some clothes at home are always useless, but we don't throw them away." . So we need to integrate some inefficient or existing resources to make room for better development. "
For another example, a few years ago, Zhu Huarong complained about the development of new energy vehicles in the local area, bluntly saying that the city where Chang 'an is located (Chongqing) has no restrictions on purchases or licenses, so Chang 'an needs to squeeze a little share in other cities with restrictions on purchases and licenses, but it is often unable to squeeze in: "The door is open, so we can't get in, so the sales volume is very limited. There is a city behind all new energy sales (car companies). "
It is not difficult to see that Zhu Huarong is a man who dares to speak and do. When the vast majority of traditional car companies are not optimistic about the new forces of building cars, Zhu Huarong took the lead in holding hands with Weilai Automobile Li Bin to promote the cooperation between the two companies. Li Bin once recalled that shortly after Weilai was founded, Zhu Huarong invited Li Bin to "talk" and took Li Bin to visit the company in Chang 'an to discuss the possibility of cooperation. Regarding the cooperation with Weilai, Zhu Huarong likened it to "looking for the love object selected after a long time", and said that the two sides will complement each other and promote a brand-new cooperation model.
"Changan Weilai New Energy Vehicle Project Signed"
When many people's impression of Changan Automobile still stays in the traditional manufacturing enterprises, Zhu Huarong's style of daring to say and do may help you get to know Changan Automobile again. Not so rigid and rigid, but seek a more open and younger development path.
■ What is the main goal of Zhu Huarong's promotion to the highest position?
In the past 20 19 years, Changan Automobile has completed many major events, including promoting the reform of Changan New Energy, Jiangling Holdings, Changan PSA and other projects. Among them, the reform of Jiangling Holdings became the first case of mixed reform of central enterprises, local state-owned enterprises and private enterprises in the industry. After Zhu Huarong took office, improving efficiency, reform and innovation are still the business objectives that Changan Automobile needs to follow. Specifically, it can at least include the following parts:
First, Changan Automobile needs to increase sales and revenue as soon as possible.
According to the 20 19 annual performance express published by changan automobile, the company's total operating income in 20 19 was 70.595 billion yuan, up 6.48% year-on-year; The net loss attributable to shareholders of listed companies was-2.647 billion yuan, down 488.438+0% year-on-year. In terms of sales volume, the sales volume of Changan Automobile was 175997 1 in 20 19, which was 15% lower than that of 2074575 in 20 18.
Some Financial Data of Changan Automobile in Recent Three Years
For Changan Automobile, the automobile sales revenue accounts for nearly 100% of the company's overall revenue, and the sales volume is directly linked to the income increase. In 2020, Changan Automobile set its own business goal: strive to produce and sell more than 65,438+0,965,438+0,000 vehicles. This is also a hard target that Zhu Huarong needs to bear.
Second, the transformation of the joint venture sector will enhance the brand strength of the independent sector.
For a long time, Changan Automobile has always insisted on independence and joint venture. However, while other car companies are relying on the joint venture to make profits, the joint venture business of Changan Automobile has been dragging its feet and has become an unbearable burden. After the sale of Changan PSA shares, Changan Mazda and Changan Ford still need to boost. In particular, Changan Ford sold 65,438+083,987 vehicles in 2065,438+09, a year-on-year decrease of 565,438+0.3%. Looking back at 20 17, Changan Ford also sold 828,000 vehicles, which makes people wonder what it has experienced in recent years.
Today, Zhu Huarong is not only the chairman of Changan Automobile, but also the chairman of Changan Ford Automobile Co., Ltd., which may mean that Changan Ford will also have a series of transformation and development measures. Changan Ford has set a goal to launch at least 18 products from 20 19 to 20021end of the year. In order to realize the accelerated development of Changan Ford, Zhu Huarong also has the responsibility.
Fawkes
The independent plate has always been a place that Changan Automobile is worried about. In Zhu Huarong's view, the future competitor of China brand is not the China brand itself, but a joint venture car company. There must be a battle between independence and joint venture, which cannot be avoided. He has put forward the suggestion of "rapidly improving the brand power of China brand cars" during the two sessions for many years in succession, hoping that China brand can narrow the brand power gap with joint venture car companies, get rid of the phenomenon of "cheap, low-end" negative-value brands, and improve its premium capacity and profitability.
But at present, Changan Automobile has some main forces, including Changan CS75? In addition, UNI-T just listed. Zhu Huarong once said, CS75, CS75? PLUS is two products for different competing products. CS75 participates in brand competition in China, CS75? PLUS is aimed at joint venture competing products. It is reported that Changan CS75? After the launch of PLUS, the feedback was good, and the cumulative sales volume in 9 months exceeded 6.5438+0.4 million units. UNI is a brand-new sequence of Changan Automobile's third innovation and entrepreneurship. UNI-T, the first product, started a 20-day pre-sale order for 1 1693 vehicles.
"Chang 'an University"
Now Changan Automobile has four major business brands: Changan Passenger Car, Mid-to-High-end Passenger Car, Auchan Automobile and Kaicheng Automobile. In the future, we will improve the brand label, improve the product strength and service system, and face the joint venture. But at the same time, joint venture car companies are constantly exploring, the price war is still going on, and the market share of China brand is further squeezed; The emergence of the epidemic may make more foreign car companies regard China as the main battlefield, and the competitive pressure faced by Changan Automobile is also increasing.
Third, promote the new energy "Shangri-La" and the intelligent "Beidou Shu Tian" plan.
At present, the biggest business guiding concept of Changan Automobile is to follow the third innovation and entrepreneurship plan: "strengthening the main business, stabilizing the transformation, expanding the market and building the ecology", which covers ideas such as "intelligence", "travel" and "science and technology". But specifically, it focuses on two major projects: Shangri-La, a new energy source, and Shu Tian, an intelligent Beidou.
Among them, Changan Automobile's new energy "Shangri-La Plan" means that by 2020, Changan will complete the construction of three special platforms for new energy; In 2025, traditional fuel vehicles will be completely stopped, and full-spectrum products will be electrified. In order to realize this plan, Changan Automobile will invest a total of 654.38 billion yuan to mobilize 1 10,000 people to carry out product research and development before 2025. This year is the deadline for Changan to honor the "three special platforms for new energy".
2065438+Beidou Shu Tian Plan, an intelligent strategy released in August 2008, aims to transform Chang 'an from a traditional automobile company into a science and technology travel company. Not long ago, Changan Automobile Global Software Center, the core part of Beidou Shu Tian Plan, settled in Xiantao Data Valley, Yubei District, Chongqing, with a planned investment of 5 billion yuan, mainly focusing on the development trends of new technologies such as AI, big data, 5G/ car networking and autonomous driving, and striving to build a global leading, independent, safe and controllable software technology and mobile intelligent platform. The Software Center plans to introduce a high-end R&D team of 65,438+0,000 people. By the end of 2020, we should take the lead in achieving the goal of L3-level conditional autonomous driving mass production.
Zhu Huarong released Beidou Shu Tian 4+ 1 action plan.
■ The flag has been set, and there are still hidden concerns about future development.
It can be said that 2020 is an important node of China automobile industry, especially Changan Automobile headed by Zhu Huarong. At this point in time, when he was in charge of Chang 'an, Zhu Huarong faced many challenges:
First of all, from the external environment, the COVID-19 epidemic has added many uncertainties to the development of the auto market, and the downside risks of the macro economy are likely to lead to insufficient consumer confidence. At the same time, the competition among enterprises is becoming increasingly fierce, and the Matthew effect in the automobile market will become more and more obvious. How to maintain the sustainable competitiveness of Changan Automobile and strive not to lag behind is a key issue that Zhu Huarong has been considering.
Secondly, whether key projects can be promoted as scheduled. As mentioned above, Changan Automobile will complete the specific landing of several major projects in 2020, including the landing of three exclusive platforms for new energy, and take the lead in realizing the mass production of L3-level conditional autonomous driving. On June 22nd, Changan Automobile announced that it had jointly established Chongqing Changan Kaicheng Automobile Technology Co., Ltd. with Chongqing Kong Lin Development and Investment Group Co., Ltd., and maybe there will be more actions to promote the research and development of Kaicheng Automobile this year.
In addition, Changan Automobile has many key projects to promote, including the joint venture project with Weilai. Although the intention has already been finalized, several years have passed and there has been no obvious progress. Weilai seems to have been busy developing the manufacturing cooperation with JAC and the joint venture with HYCAN, a subsidiary of Guangzhou Automobile Weilai, to create the brand's first new car, Guangzhou Automobile -HYCAN? 007 has been put on the market. However, not long ago, Chang 'an Weilai New Energy Automobile Technology Co., Ltd. experienced industrial and commercial changes. Li Bin stepped down as the chairman of the company, and the new chairman is Tan Benhong, the executive vice president of Changan Automobile, which may mean that the joint venture between the two parties will be further promoted.
Third, there are many variables in overseas markets. Zhu Huarong has said many times that the China market only accounts for 1/3 of the global market, and there are still two thirds to be developed. If Changan wants to become a world-class enterprise, it can't live if it is only the boss and the second child in China, and it must go overseas. Since 199 1 started its overseas business, its products have been sold to 4 1 countries, forming 10 key overseas markets, among which Central and South America, the Middle East, North Africa and Southeast Asia are the main export areas. However, the sudden emergence of the epidemic has made car companies "going out" face more uncertainty, and many plans have been forced to change. This is also a big challenge that Changan Automobile will face in 2020.
Summary: From traditional manufacturing to smart travel technology companies, we can see Changan Automobile's determination to change. 2020 is a year for Changan Automobile to implement several key indicators, and it is also a year for many layouts. Zhu Huarong took over Chang 'an at this time, and I believe he has suffered and gained more. (Text/car home? Cai Liyuan)