By convention, the fewer words, the more important things are.
On November 16, Great Wall Motors held a 21-character press conference, and officially announced a new mission and vision-"Green Smart Play in the World", and a new core value-"Lianxin, create change and share ", and the corporate spirit of "a little progress every day", to form a new corporate culture of Great Wall Motors.
Needless to say, the importance of corporate culture to an enterprise, especially the critical period when the global automotive market enters the era of great changes.
Since the beginning of this year, when crises and opportunities come at the same time, Chinese cars have no choice. Either improve yourself, bite the bullet and rush forward. Either stay dormant and brew a bigger storm in the future.
In short, don't let it go and give in easily. The more critical the situation, the more test a company's core competitiveness.
Obviously, Great Wall Motor’s new corporate culture today is the most important manifestation of increasing the company’s core competitiveness.
In July this year, Wei Jianjun, Chairman of Great Wall Motors, directly and frankly asked: How will Great Wall Motors survive next year? This was regarded as Wei Jianjun’s crisis warning to Great Wall Motors.
Since then, Wei Jianjun started the all-round reform of Great Wall Motors.
Established "one car, one brand, one company", adjusting the organizational structure centered on models; speeding up the implementation of the rotation mechanism, establishing the guidance and standards for cadre selection, and further improving the assessment and evaluation mechanism; releasing "lemon", "tank" and " "Coffee Smart" three technology brands, and launched a number of new models; organizational culture, the implementation of internal appellation "de-generalization", encourage employees to combine roles/post attributes to choose names and so on.
Until the official renewal of the corporate culture, Great Wall Motors has built a new user-centric organizational structure, and products, technology, marketing and other fields have changed to "user-centric".
This means that Great Wall Motors in the future has one and only one goal, which is user thinking.
With the acceleration of the new round of technological revolution and industrial digital transformation, the trend of “electricity, intelligence, networking and sharing” has become more and more obvious. The rise of new forces in car-making represented by Tesla, including Great Wall Motors The traditional car companies in China are under great pressure.
Great Wall Motor needs to bring users together. Only by truly insight and capturing the needs of users can we have a chance to win the future.
Therefore, it can be seen that Great Wall Motors has proposed a new mission and vision "Green Smart World", in which "green" means that it will uphold the concept of low carbon and environmental protection in the entire industry chain, adhere to the R&D and investment in green and clean energy, and protect the green The earth continues to make contributions; "Smart" means that it will resonate at the same frequency as the era of technological innovation, with smart products as the core, create a full-scenario high-intelligence industrial ecology, and provide users with a more convenient, more pleasant and richer smart travel experience; "It means that it will gain insight into the industry wave, drive the energy revolution, capture the trend of the times, and provide more personalized, intelligent, creative, and valuable products and services; "playing" means making cars better with the blessing of intelligent technology. It’s fun, while giving the product cultural connotation, bringing together user groups with common hobbies to play together to create an exclusive social life; "Hi World" means committed to global development, allowing global users to enjoy surprises in "Green Smart Play" And the ultimate experience.
In short, all visions are around users.
In fact, in order to strengthen in-depth communication with users, Great Wall Motors has always implemented the concept of user co-creation throughout its development, from product to technology, from marketing to culture, to build a more intimate relationship between car companies and users. In this regard, Great Wall Motors has made it clear: “As a global leader in SUVs in China, Great Wall Motors has always put user co-creation at the top of corporate development, aiming to build unique products through multi-faceted product, technology, marketing, and cultural changes that meet user needs. From this point of view, whether it is Great Wall Motor’s vigorous product reforms, the ruined industry, or the future global layout of its own responsibility, these have strongly aroused consumers’ emotional resonance and Highly recognized by Great Wall Motors.
While sticking to user thinking for product layout, Great Wall Motors has not yet relaxed its innovation in the core values of the company.
In the new core value of "Integrity, Trust, Innovation and Sharing", "Integrity" and "Credibility" are the code of conduct that Great Wall Motors has always pursued since its establishment. In the future, Great Wall Motors will continue to uphold fairness, fairness, integrity and self-discipline. Customer-centric, honest, trustworthy, and compliant management; "Creation" and "change" are the internal driving force for Great Wall Motors to develop upwards. Great Wall Motors will continue to adhere to precision investment, pursue industry leadership, cultivate the soil for innovation, and continue to drive the company Forge ahead with the rock-solid belief of living toward death; "Sharing together" is the first time Great Wall Motors incorporates core values. Under the guidance of this open and inclusive value, Great Wall Motors will build a "forest model" symbiosis and win-win ecology Circle, incubate more diverse businesses, create the future with employees and the entire industry chain, and share results.
This is Great Wall Motors, which seeks to remain unchanged, seeks innovation in every way, and seeks opportunities and outlets.
Perhaps, people will have questions. Didn't Great Wall Motors have a good life? Why did it make such a big change? If you think about it carefully, the high probability is because Great Wall Motors has always adhered to the corporate spirit of "improving a little bit every day". Every Great Waller, including Wei Jianjun, hopes that Great Wall Motors will always make progress and maintain an always-upward heart.
This seemingly simple sentence, behind it embodies steadfastness and steadiness, it is the spiritual core that every century-old enterprise must possess.
It is undeniable that in recent years, self-owned brand cars have been greatly improved in product quality and manufacturing level under the guidance of the national innovation strategy and the technology and management spillover of joint venture brands. In particular, Great Wall Motors, due to its insistence on "overinvestment" in research and development, has achieved new breakthroughs in key core component technologies such as engines and gearboxes, and has formed a strong competitiveness in the SUV and pickup market, and has become the head of its own brand. Car companies.
However, in the face of the surging wave of new technological revolution, Great Wall Motors is still in a crisis of “fate hanging by a thread”.
If you want to narrow the gap and get rid of the crisis, "to give birth to new opportunities in the crisis, and to open a new game in the changing situation", car companies not only need to achieve more surpasses in key core technologies, but also urgently need mechanism innovation and organizational culture reconstruction , To form a set of management models that effectively stimulate the vitality of employees, improve the efficiency of enterprise development, and have their own characteristics.
Obviously, for Great Wall Motors, the new 21-character corporate cultural connotation is an effective undertaking of corporate mechanism innovation, product innovation, technological innovation, and brand marketing innovation, and it is also the prelude to Great Wall Motor’s next stage of reform. This is just the beginning of a revolution for Great Wall Motors, which was in the same age.
In the practice of corporate reform, Great Wall Motors uses organizational mechanism reform as the hardware driving force and cultural change as the soft driving force. Through the continuous acceleration of changes in hardware foundation and software culture, the internal atmosphere of Great Wall Motors is becoming more open and more dynamic. Transformation, Great Wall Motors is providing users with more sincere and more humane products and services, and promoting Great Wall Motors' transformation from a "Chinese automobile manufacturer to a global technology travel company."
corporate culture permeates every choice and decision of an enterprise, like the blood of a corporate community, inadvertently affecting the development trend and future prospects. The quality of corporate culture, like the quality of blood, determines the vitality and durability of the entire community.
, as the epitome of the rise of Chinese auto companies and the industry's continuous struggle, what will Great Wall Motor's future look like? Although the 21-character corporate culture is brief, it is meaningful, and the foresighted Wei Jianjun wrote the answer early, just like the word "Great Wall", which grows continuously and lasts for a long time.
write and write | Wang Deyuan
edit | Jing Yuanzhi
