As the saying goes, the new official took office with three fires. In July this year, Jiang Deyi, who was transferred to BAIC Group and served as party secretary and chairman, finally burned the first fire after taking office.
In September, BAIC Group held a working meeting of the Party Committee, announcing that BAIC marketing company was upgraded from a third-class company to a second-class company, which indicated that the level of BAIC marketing company within BAIC Group has been on par with BAIC and BAIC New Energy. At the same time, Liu Shijin was appointed as the chairman of BAIC Marketing Company. At this point, Jiang Deyi completed his first important personnel and organizational restructuring after coming to BAIC Group.
BAIC Group said to the outside world: "The core strategy of the new chairman of BAIC Group is to strengthen his own brand, so it is a determination of the group to promote the system with marketing as the leading factor and upgrade BAIC marketing company to the second-tier company directly managed by the group."
After the upgrade of BAIC marketing company, which brands will be responsible for the marketing work, BAIC Group said to the car whisperer: "At present, the marketing business of BAIC New Energy and all' Beijing' brands of BAIC will be placed under BAIC marketing company." Whether ARCFOX, a high-end new energy brand of BAIC that has already started pre-sale, will be included in BAIC marketing company has also attracted much attention from the outside world. In this regard, BAIC said: "ARCFOX is operated independently and has not been included in the planning of BAIC marketing company. BAIC marketing company is mainly responsible for Beijing brand. "
In fact, BAIC marketing company is also a "new thing" within BAIC Group.
In April this year, Xu Heyi, then Party Secretary and Chairman, officially materialized the "Marketing Business Committee of BAIC Group" into BAIC Blue Valley Sales & Service Co., Ltd., that is, BAIC Marketing Company. The company has more than 700 dealers, providing sales and after-sales service of fuel-fired vehicles and new energy. According to Tianyancha, the company is jointly funded by BAIC Blue Valley and BAIC, and each party holds 50% of the shares.
Xu Heyi's move is regarded by the outside world as a marketing channel to integrate BAIC's own brand. Because at the end of 20 19, when Xu Heyi integrated its own brand and launched Beijing Brand, Li Yixiu, then director of the Marketing and Business Committee of BAIC Group, once said that the new brand would realize the integration of its own brand by building a brand, a channel and a team.
It can be seen that Jiang Deyi's adjustment was further carried out along Xu Heyi's previous deployment. After all, BAIC Marketing Company was jointly funded by BAIC and BAIC New Energy, which means that as a third-tier company of BAIC Group, BAIC Marketing Company needs to be responsible for two "parent companies" of BAIC Blue Valley and BAIC, which obviously violates the original design intention of "one brand, one channel and one team". After upgrading it to a second-class company, it will undoubtedly contribute to the integration of brand marketing channels in Beijing. But on the whole, it is still unknown whether Jiang Deyi can get Beijing brand out of the trough, because whether it is fuel vehicles or new energy, BAIC's own brands have not come up with real explosions in recent years. Therefore, only by integrating brands and channels can we not win back consumers. Only by producing competitive products can we reorganize BAIC's own brand.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.