With the disruptive changes in the relationship between automobile manufacturers and users, whoever can narrow the distance with users will have a better chance to win the love of consumers, thus occupying more shares in the highly competitive automobile market. That is to say, how to realize the concept change from "product-centric" to "user-centric" and cultivate a new corporate culture has become a top priority for major auto companies.
Recently, Great Wall Motors held a "21-character press conference" and released the open letter of "Playing with Green Wisdom, Sharing the Waves of the World-Great Wall Motors Renewing Culture". This is also the first time that Great Wall Motors has announced the new mission and vision of "Green Smart Trends, Play the World", "Integrity, Innovation, Change and Sharing" new core values and "A little progress every day" corporate spirit.
"This means the arrival of a new corporate culture of Great Wall Motors." Wei Jianjun, Chairman of Great Wall Motors, said in an open letter that in the future, Great Wall Motors will capture the trend of the times and provide green products and services that give consumers a more valuable sense of identity.
"If you don't accumulate small currents, you can't make the rivers and oceans. If you don't accumulate steps, you can't reach thousands of miles. Since its establishment 30 years ago, Great Wall Motors has upheld the corporate spirit of "improving a little bit every day" and has developed from a remote auto tuning factory to a leading automobile company in China. "Wei Jianjun said that in the future, Great Wall Motors will continue to adhere to the corporate culture of "a little progress every day".
In fact, in addition to explaining the new corporate culture in an all-round way, the open letter also summarizes some of the results of Great Wall Motor’s corporate transformation. Some analysts pointed out that the upgrading of Great Wall Motor's corporate cultural connotation is an effective undertaking of corporate mechanism innovation, product innovation, technological innovation and brand marketing innovation. At the same time, it also opened the prelude to the next stage of Great Wall Motor's reform.
In Wei Jianjun's view, the key to the transformation of automobile enterprises lies in the transformation of thinking concepts and organizational mechanisms. To this end, Great Wall Motors spent four months to build a new user-centric organizational structure, making products, technology, marketing, and other fields synchronized to "user-centric".
According to reports, Great Wall Motors has established a "one car, one brand, one company" to adjust its organizational structure with vehicle models as the center; at the same time, it accelerates the implementation of the rotation mechanism, establishes cadre selection guidance and standards, and further improves the personnel assessment and evaluation mechanism; Great Wall Motor also released three major technology brands, "Lemon", "Tank" and "Coffee Smart", and launched a number of new models. This set of "combined punches" of
undoubtedly makes Great Wall Motor more dynamic. On many social media and websites, the amount of discussion on topics related to "Great Wall Motors" is increasing month by month, and many of the participants are post-90s or even post-95s. Some analysts believe that this means that Great Wall Motors is rapidly closing the distance with consumers, accelerating the transformation of cars from product attributes to emotional attributes.
"In the future, with the empowerment of a new corporate culture, Great Wall Motors will continue to focus on the development direction of'user-centered', fully implement its globalization strategy to the world, and carry out drastic reforms and nuanced adjustments in more areas We will continue to promote Great Wall Motor’s transformation from a “Chinese automobile manufacturer to a global technology travel company”.” Wei Jianjun said. (China Youth Daily and China Youth Daily reporter Zhang Zhenqi)
Source: China Youth Daily Client
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