In today’s changing Chinese auto market, the turnover of executives has long been commonplace. However, as the leader of the joint venture sector, there is a company that occupies the top position in the sales ranking all year round. It is that executives have been in power long enough.
Sometimes, it is difficult to distinguish whether the times make heroes or heroes make careers.
is a unique phenomenon in the Chinese auto market. The development of joint venture brands actually has a first-mover advantage. Many industry executives rely on the merits established in the early stage of joint venture brand development to achieve their career advancement.
Of course, with the rise of the main brand in the past decade, although the joint venture brand still maintains market share and profit contribution, the promotion of its executives has long been not as easy as their previous generation, and more people can only play in similar positions. Gang.
Even SAIC Volkswagen Jia Mingdi, who has built the national passenger car sales champion for four consecutive years, cannot escape the fate of "tool man". The scenery of ten years ago
Jia Mingdi has been leading SAIC Volkswagen's marketing work for ten years. Among the four major and four small camps in China, this battery life is almost unmatched. According to public information, Jia Mingdi was born in 1975, graduated from university in 1998, and joined the then Shanghai Volkswagen Co., Ltd. at the age of 23. Since 2005, he has been the manager of the dealer business management section; since 2006, he has been the general manager of the Northwest Sales and Service Center; Since May 2007, he has served as the manager of the network development and management department; since March 2009, he has been the executive deputy director and sales director of the Volkswagen Brand Marketing Division of Shanghai Volkswagen Co., Ltd.
Since September 9, 2010, Zhang Hailiang, former executive deputy general manager of sales and marketing of SAIC Volkswagen Co., Ltd. and general manager of Shanghai SAIC Volkswagen Sales Co., Ltd., has been promoted to the director and general manager of Shanghai Volkswagen Co., Ltd.; the former Shanghai Volkswagen brand Jia Mingdi, Executive Deputy Director and Sales Director of Marketing Division, succeeded Zhang Hailiang and became the general manager of a new generation of sales company.
For Jia Mingdi, at the age of 35, he has served as the head of the domestic mainstream joint venture marketing company. It can be described as a great success. As long as his performance is outstanding, his future promotion is very likely.
Zhang Hailiang, whose predecessor was born in 1970, became the sales and marketing executive manager of Shanghai Volkswagen Automobile Co., Ltd. at the age of 37 and the general manager of Shanghai SAIC Volkswagen Sales Co., Ltd. Three years later, he was promoted to the position of general manager of the parent company at the next higher level. In August 2014, he became the vice president of SAIC Motor. What do you think of
, Jia Mingdi's future should be bright.
Objectively speaking, whether it is a state-owned enterprise or a private enterprise, executives with outstanding marketing work are often promoted more quickly. Let’s take the previous general manager of the sales company of FAW-Volkswagen, another joint venture of Volkswagen in China and SAIC Volkswagen’s old rival. .
Hu Yong from 2008 to 2014, was promoted to assistant general manager of No.1 Automobile Group in 2014, then became general manager of FAW Cars, and in 2017, he transferred to No.1 Automobile Group Strategic Management Department; Hu Hanjie, who succeeded Hu Yong in 2014, will be liberated one year later. Secretary of the Party Committee and Executive Deputy General Manager of Automobile Co., Ltd., Secretary of the Party Committee and General Manager of FAW Jiefang Automobile Co., Ltd., Assistant to the General Manager of China FAW Automobile Co., Ltd., Chairman and Secretary of the Party Committee of FAW Jiefang Automobile Co., Ltd. He is currently the head of the Jiefang Business Division and Secretary of the Party Committee of China FAW Group Co., Ltd., and the chairman of FAW Jiefang Group Co., Ltd.
Therefore, no matter from which point of view, Jia Mingdi's future should be bright.
However, if we continue to look at Jia Mingdi's resume, we will find that apart from serving as the general manager of SAIC Audi's division in 2018, Jia Mingdi has not been promoted for ten years. The shadow of
alumni
An executive of a company has not been promoted for ten years. Generally speaking, there are two possibilities. One is that his performance is outstanding and irreplaceable. The company cannot do without him; the other possibility is, In the eyes of the upper-level executives, his ability is only applicable to this position, and there is no need for promotion. We don't know what kind of situation Jia Mingdi belongs to.
According to his resume, Jia Mingdi is likely to be Zhang Hailiang’s younger brother, whether he was from Tongji University or Jia Mingdi was a right-hand man under Zhang Hailiang’s.
In 2014, after SAIC completed the transfer of power to the top leader, Chen Hong took over and retired.After Hu Maoyuan, Hu Maoyuan's group chairman, became the new chairman, he immediately adjusted Zhang Hailiang's work and promoted him to the vice president of SAIC, no longer responsible for SAIC Volkswagen's work.
Zhang Hailiang, the most promising post-70s executive, resigned two years later due to "personal reasons" and resigned as the vice president of SAIC. The reason at the time was that SAIC transferred Zhang Hailiang from the head of SAIC Volkswagen to the position in charge of SAIC service trade. It is a promotion in name, but both power and salary are greatly reduced.
As for the reason Zhang Hailiang left SAIC, we will not go into further details here, but as Zhang Hailiang’s hand-drawn Jia Mingdi, he failed to take over Zhang Hailiang’s job in 2014. The position of SAIC Volkswagen general manager was replaced by another Tongji University alumnus, born in 1964 Human Chen Xianzhang took over.
According to seniority, Zhang Hailiang served as the managing director of SAIC Volkswagen at the age of 40. When he was promoted to SAIC's vice president in 2014, Jia Mingdi was only 39 years old. At the time, the senior elder Chen Xianzhang was 50 years old, perhaps because of his seniority. In consideration of this, SAIC selected Chen Xianzhang, who graduated in electrical engineering from Tongji University, to lead SAIC Volkswagen, while Jia Mingdi from the Department of Architecture is still in charge of marketing.
Therefore, we can only estimate that the SAIC Group is still optimistic about Jia Mingdi's work, but we don't think he can do more.
From 2015 to 2018, SAIC Volkswagen has achieved the highest annual sales of passenger cars for four consecutive years thanks to Jia Mingdi or Chen Xianzhang, which is even harder to judge.
For SAIC Volkswagen, whether Jia Mingdi is extremely important or dispensable, it seems that both aspects can be justified. As Zhang Hailiang’s younger brother and old subordinate of Tongji University, Jia Mingdi’s career seems to have been influenced by Zhang Hailiang. influences.
Jia Mingdi has always lacked an opportunity to prove his ability.
's hard-to-return leader
can only tell who is swimming naked after the tide has subsided. Most people can play well as long as there are no accidents.
Jia Mingdi served from 2010 to 2018 when SAIC Volkswagen's sales continued to rise. Especially after Chen Xianzhang took office in 2015-2018, he won the annual sales champion of passenger cars for 4 consecutive years.
In essence, this is the dividend of SAIC Volkswagen’s first-mover advantage, and it is also a continuation of Zhang Hailiang’s era, because when Zhang Hailiang was in office, his plan for the future happened to be until 2020, during which SAIC Volkswagen sales have been running at a high level. Jia Mingdi’s ability is actually Not really reflected. After the collision results of the China Insurance Research Institute in 2019, Jia Mingdi ushered in the real test of his career. The details of the collision experiment between the Tiguan L and Passat of the China Insurance Research Institute are almost well known. We will not repeat them. The direct impact of the incident is the collapse of the reputation of the two major products of SAIC Volkswagen, the Passat and the Tiguan L.
analysts pointed out that SAIC Volkswagen’s main products Tiguan L and Passat had the lowest scores in the collision test of China Insurance Research Institute in 2019, which is the turning point of SAIC Volkswagen’s decline from prosperity.
In April this year, Passat scored a five-star score in the "Five-Star Wholesale Department" of China Automobile Research Institute, but it seemed to be of no help. On a well-known domestic video website, "Passat" has become a ridicule of poor quality in the eyes of the younger generation of consumers.
In May, Jia Mingdi tried to remedy the impact of the collapse of Passat’s reputation. When talking about Passat’s poor performance in the CIASI collision, he said that “the 25% offset collision was clearly magnified. In the C-IASI test, There are many sub-items, 25% is only one of the multiple sub-items under one of the sub-items. In the major items such as the Vehicle Auxiliary Safety Index, Passat is a perfect score, but no one mentions it.”
The explanation not only failed to divert the attention of consumers, but left the impression of "sophistry" and indirectly admitted that the experimental results were in line with the facts. Z2z
analysts pointed out that although Jia Mingdi is relatively young, the countermeasures he adopts are not grounded, and the younger generation of consumers has no obligation to understand SAIC Volkswagen’s "difficulties." Complaining that consumers do not understand, in essence, further aggravates the antagonism with consumers. Who should carry the
pot?
Thirty years in Hedong and Hexi in thirty years seems to be a law that no enterprise can avoid.
According to the latest data released by the Federation, 20In October 20, the domestic passenger car market retail sales reached 1.992 million units, a year-on-year increase of 8.8%. In the first half of the year, affected by the epidemic, the cumulative retail sales of passenger vehicles from January to October fell 10.2% year-on-year to 14.92 million units, which further narrowed the decline. It shows that the market is gradually recovering and picking up.
is in contrast to this, in a situation of recovery, among the top ten companies in sales, only SAIC Volkswagen is still down.
According to the October production and sales report released by SAIC, SAIC Volkswagen produced 164,624 vehicles in October, compared to 189941 vehicles in the same period last year. This year, the cumulative number is 1,203,484 vehicles, a cumulative year-on-year decrease of 22.33%. The production and sales have also fallen sharply. The sales volume was 155,000 vehicles, compared with 168,500 vehicles in the same period last year, a year-on-year decrease of 8.01%. The cumulative sales from January to October this year were 1,186,385 vehicles, which was more than 370,000 vehicles less than last year, a 23.99% year-on-year decrease.
Although SAIC Volkswagen has once again opened a large discount for internal purchases by employees, and the terminal has also given substantial benefits, SAIC Volkswagen’s sales continued to decline. Yidian Xiaobian once saw at the local auto show that SAIC Volkswagen directly used huge prints of all model discounts The display is clear at a glance, but the effect is not obvious. In terms of new models of
, including Polo Plus and Tukai new models, sales cannot be maintained, and sales of the newly-listed MPV Weiran cannot start. The original main force of
collapsed, and the new product could not stand up. The situation is no longer the smooth wind that SAIC Volkswagen is familiar with.
So, who is responsible for the continued downturn of SAIC Volkswagen? Is it manufacturing, design, or marketing?
SAIC Volkswagen seems to be a unique company. When the sales volume is the first in the country for 4 consecutive years, its sales general manager Jia Mingdi has not been promoted. After the continuous decline in sales last year, no one is responsible for it. If
still cannot start, will SAIC Volkswagen usher in personnel adjustments? Some comments from
said that if you do it well and you don’t get a promotion, you don’t have any responsibility if you mess up. Then why does Jia Mingdi work hard?
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