At 7 o'clock on the evening of February 28, 65438, Qi Yumin, then deputy mayor of Dalian, suddenly received a notice from the Organization Department of Liaoning Provincial Party Committee, asking him to report to the provincial party Committee the next day. The next day, because of the weather, the car couldn't pass, so Qi Yumin had to take the early train to Shenyang. On the way, Qi Yumin sent a short message to his sister and wrote, "I went to a strange city, a strange unit and took a strange job in a rainy and snowy day with an indescribable complex mood!" . After reporting for duty, he was immediately sent to Brilliance as the chairman, president and party secretary of Brilliance Automobile Group Holding Co., Ltd., the executive director and president of Brilliance China Automobile Holding Co., Ltd. and the chairman of Shenyang brilliance jinbei Automobile Co., Ltd. Afterwards, Qi Yumin told the media that his appointment was "expect the unexpected and tragic".
In fact, the Liaoning provincial government handed this burden to Qi Yumin after some careful consideration. The glory of reality needs an iron rice bowl figure to lead. Although I worked in a government agency, I used to be Dalian Heavy Industry? Chairman and general manager of lifting group, with 22 years of enterprise management experience. In Dalian, Qi Yumin is known for his determination and toughness, and he is a suitable candidate.
"There are many differences between the work of enterprises and the government, but there are many management concepts that are interlinked." Qi Yumin just likes to simplify complicated things. From the day he took office, Qi Yumin ignored the surrounding voices and worked 14 hours a day. His life is full and tense. For Qi Yumin, the new position means more responsibilities and greater challenges. For Brilliance, enterprises hope that this pragmatic leader can lead a once surging enterprise to a strong development path and open a new era of Brilliance.
After three weeks of investigation, Qi Yumin discovered the unique advantages of Brilliance. He believes that Brilliance Auto is very unique among automobile enterprises in China. Our automobile factories in China can be divided into three categories, one is pure state-owned, the other is joint venture, and the other is private. Brilliance is not in any of these three categories. It takes the lead in independent research and development from a high starting point among many automobile factories and is unique in the automobile industry. In addition, after several years of accumulation, Brilliance has invested 8 billion yuan to build a fairly strong capacity to produce light trucks, buses and cars. Moreover, through joint ventures and technical cooperation with world-class automobile companies such as BMW and Toyota, it has certain advantages in the field of light buses and cars.
The key to studying the reasons why these advantages of Brilliance can't be brought into play is that the company's marketing ability is not high and the product sales can't go up. As a result, Qi Yumin has a new position. Brilliance has two core things that cannot be changed: first, the development route of "independent innovation, independent technology and independent brand" determined by Brilliance is completely correct, there is no need to change it, and it is necessary to start its own brand; Second, the development model of the combination of capital market and automobile industry cannot be changed, which is the foundation for Brilliance to settle down. "Independent innovation from a high starting point, independent brand with high quality, and leaping development with high goals" is Qi Yumin's strategic goal for Brilliance under the environment of China automobile industry. After making up his mind, Qi Yumin quickly made two difficult but important decisions related to the future development direction of the enterprise: Zunchi reduced the price, Jie Jun accelerated the listing pace and cut into the market at a low price.
Zunchi is a mid-level car, no matter from the appearance, handling, safety, space and comfort, it is not inferior to any international brand car of the same level, and even higher than other mid-level cars in China. But the value of this car has not been recognized by consumers. The sharp price reduction, the highest drop of 40,000 yuan, not only set a new record for the price reduction of self-owned brand mid-level cars, but also created a new myth of cost performance. After the price reduction, Zunchi quickly gained positive market feedback. In less than 3 weeks, Zunchi's sales order exceeded 1000 units.
On the other hand, Jie Jun is a high-quality product that combines European automobile manufacturing concepts. Brilliance joined hands with thousands of elites from Germany, Italy, Japan and Britain, and strictly followed the QSD (Quality, Safety and Durability) concept, which lasted for three years. It is also a secret weapon created by Brilliance for the mid-level car market. Among enthusiastic riders, they have always enjoyed the nickname of "Little BMW" or "China BMW". At that time, regarding when Jie Jun will go public, Qi Yumin urged to go public as soon as possible, so as to seize the market while ensuring the quality. What's the price in Jie Jun? After some market research, Qi Yumin resisted the questioning pressure from shareholders of Hong Kong stocks, and decisively set the lowest listing price in Jie Jun at 85,800 yuan. Qi Yumin does not deny that the price in Jie Jun is "slightly lower than the normal market price". He admits that this is a helpless marketing strategy to make independent brand models "applaud and give up their seats". "The price should be lower, give the people some surprise prices and let consumers choose their own brands."
This series of price reduction measures is really immediate. Sales of Jie Jun and Zunchi are booming, with a substantial increase in output. As Qi Yumin said before: "Turn around efficiently, start the market, make money by scale, and let the enterprise get rid of the predicament completely", and the scale effect began to manifest, and the goal of reversing finance and getting rid of the predicament was unexpectedly realized ahead of schedule.
However, Qi Yumin has been talked about inside and outside the company. Some people in the automobile industry call him a "price butcher and showman", and some people in the factory complain that he is "bossing around, losing money and shouting". But Qi Yumin doesn't agree with him that he sells at a low price. He retorted that if there is no such high cost performance to start the market, how can there be market sales? In the past, China Auto's mistake was to set prices behind closed doors, regardless of market acceptance. Moreover, the price he set for Zunchi and Jie Jun is "acceptable in the market", although it is "a little lower than the normal market price". But why do you want to do this? "Chinese people have formed a concept: imported brands are the first, joint venture brands are the second, and independent brand cars are the third. The same car, replaced by the trademark of a multinational company, is definitely not this price. " In addition, considering that "a group of eyeing competitors" will also reduce their prices, it is better to start first than to follow the footsteps of others. He said, "This is my business strategy."
Thus, in the first half of 2006, in just half a year, Brilliance got rid of the dilemma of declining sales, not only regained its confidence but also won the trust of consumers. Brilliance, which once again ranks among the top auto sales in China 10, has become the focus of attention in the industry. How to make Brilliance invincible? Qi Yumin's concept is that the core of the automobile industry is nothing more than two words: quality and quantity. The essence of brand is quality, and the future development cannot rely on price competition. The core of quality is our own technology.
He put forward the concept of "three-product project": quality, variety and brand. Brilliance's painful lesson in China cars is that there are quality problems, no big problems and too many minor problems. "The current car is completely different from the past. We are now focusing on quality with the concept of BMW and Toyota." So speer, the former vice president of BMW, a world-class quality management master, was hired as the "Chief Quality Officer" with a high salary, and the quality control system was fully in line with the international first-class level. Taking "the best commitment to users" as the core, we have established and improved the trinity security system of "SQS", which is the first in China.
In Qi Yumin's words, it is summed up as: "Turn this year, make money next year, and make a fortune the year after." In 2007, his plan is: the annual sales of Brilliance will increase from122,500 vehicles in 2005 to 280,000 vehicles, and the annual sales revenue will increase from 2 10 billion yuan in 2005 to 40 billion yuan, achieving the first goal of doubling; By 20 10, the sales volume of automobiles will be 500,000, and the sales revenue will be more than 80 billion yuan, thus achieving the second goal of doubling. Brilliance Auto will be built into an important R&D base for the development of China's automobile industry with independent technologies and brands, and become a trans-regional and international large-scale enterprise group.
12 months later, Qi Yumin, who was on the verge of death, made outstanding achievements that impressed the automobile industry in just one year. He not only brought a series of beautiful figures to Brilliance, but also brought confidence to Huachen people who were once depressed.