During the internship training, Li Shufu, the founder of this enterprise, said: "People who come to Geely to buy motorcycles in the future will be discharged from the factory gate!" At that time, many people didn't believe this sentence, and there was only one intern left in more than 50 interns.
But just a few months later, Li Shufu's words became a reality.
In the following 26 years, Geely changed from motorcycle production to automobile production, from a local small enterprise to a head enterprise with its own brand in China, and built a huge automobile empire under a series of acquisitions and expansions.
Lin Jie witnessed these moments of Geely.
On the wall of Lin Jie's office, there is an inscription by Chairman Li Shufu, whose name is Power. On May 8th, after interviewing Lin Jie in Geely Building, we took a group photo in front of this word.
In addition to Li Shufu's poems, we can also see various auspicious slogans hanging inside and outside Geely factory and office building: "Let the world be full of Geely" and "Happy life, accompanied by Geely" ...
Lin Jie said that outsiders may feel like advertising words, but people who grew up with Geely believe that this is the initial intention of Chairman Li Shufu.
Today, these advertising words have also become the initial heart of Geely people, even the initial heart of Geely dealers.
This confidence in Geely from top to bottom, trust in the chairman, and firmness and persistence in the initial heart are the so-called Geely "power" that pervades Geely enterprises.
It can even be said that this power has been similar to a belief.
As Li Shufu wrote:
Power reverberates in the wind
Miracles twinkled under the blue sky.
The bumpy road carries our ideals.
……
This force allowed Li Shufu to lead Geely from the initial "four wheels and two sofas" to today; It is this power that makes today's Lin Jie say, "I am not afraid", whether in good times or bad times of Geely.
Whose "window period" At the beginning of this year, after a series of personnel adjustments, Lin Jie's focus of work returned to the sales business of three major brands (Geely, Link and Geometry), and the burden of Geely fell on his shoulders.
Lin Jie was once one of the founders of Geely Hyundai.
Under his leadership, Geely's boutique car strategy achieved a leap in 20 16, with a year-on-year increase of 50% and a sales volume of 760,000 vehicles. Since then, it has grown by leaps and bounds, becoming the number one self-owned brand sales since 20 17, reversing the weakness of SUV products and quickly entering the era of one million vehicles.
Now he is responsible for the marketing of the three major brands again. From the outside world, Lin Jie will play the role of a mainstay. After all, Geely is being challenged by the strong momentum of its competitors:
In March of this year, Changan surpassed Geely in sales and became the first independent brand. Since the beginning of this year, the activities of the Great Wall in market segments have also attracted people's attention frequently.
On the other hand, Geely has been criticized by the outside world for its lack of explosive models in its market segments, and its leading edge in intelligence has been chased by joint venture brands.
At the same time, Geely 202 1 is a crucial year to stabilize its position and maintain its advantages since it entered the era of building cars with 4.0 architecture last year.
In Lin Jie's eyes, this transfer is just a normal rotation transfer. Moreover, "where there are difficulties, you go there, so as to reflect the value of your existence."
When we ask, do you think the automobile industry is difficult now? He said, it's not difficult. "I have stepped on the pit and planted too much, but the more I do, the more I know the direction." ?
For the performance of Chang 'an Great Wall, he thinks it only shows that independent brands have crossed the quality gap, and they know users better and respond faster in market segments.
Therefore, Lin Jie responded at the just-concluded Shanghai Auto Show that "the window period for joint venture brands to leave their own brands is only one or two years", saying that "the window period for joint venture brands is not long".
This assurance and confidence comes from the rapid growth and rise of China brand peers such as Chang 'an and Great Wall, and also from Geely.
Of course, the confidence in Geely comes from years of witnessing the development of Geely, and Lin Jie also told us that the development of Link in recent years has added another pound to this confidence.
Added two or three hundred owners' WeChat.
In 20 17, when the first model of lectra was put on the market, it was hit by the decline of China automobile market and sudden epidemic. Some untimely Rick didn't accept the baptism of fate.
In the past few years, Kelin has created 500,000 users, more than 6,543,800 registered App users, and the average selling price is 6,543,800 yuan. Among them, Lexus 05 has the highest positioning, and the average selling price has exceeded 200,000 yuan. Lin Jie said that this car completely competes with the high-end cars of the joint venture brand.
It can be said that Link is the most successful high-end brand in China among traditional car companies.
On the one hand, this success comes from the product strength that can compete with the joint venture on the same stage, on the other hand, it comes from the ability of the joint venture brand to meet the needs of users without in-depth communication with users.
Lin Jie shared an example:
LinkedIn 0 1 car networking system defined seven years ago was developed in Europe, and the voice service provider is located in Hong Kong. Later, it was found that the requirements of domestic users for car networking were much higher than those in Europe and other regions, and the chip computing power and semantic understanding ability of Link 0 1 failed to meet expectations. In order to meet the needs of users, Klin 0 1 upgraded the hardware of the earliest generation of automobile engine system this year, and assumed 50% of the cost in the case of chip shortage and high cost in the whole industry. There are many stories about maintaining users in this way, which impressed dealers deeply.
A LinkedIn dealer once said to Lin Jie, "Your OEM must press us to be good to users. When the user made a 400 complaint, your team chased us to find this user and had to deal with the problem. This is something that no one cares about in other brands before. "
Not only product upgrades and urging dealers, Lin Jie also has a micro-signal dedicated to communicating with users. Lin Jie told us that every night after 9: 00, he would communicate with the owners of Lexus. Now he has two or three hundred car owners on WeChat.
Now, with the continuous improvement of the product sequence, Lexus has gained more valuable gains-many Lexus users still choose Lexus for their second car.
This harvest is actually the direct recognition of the brand value of the brand by the market. When independent brands pursue brand progress, Kling is the first to do so.
Ke Ling 09, which is based on SPA architecture, will be launched in the second half of the year, and it is the largest medium and large SUV with the highest positioning at present.
It can be said that the success of Lectra made Lin Jie see the confidence and hope of Geely brand entering the joint venture brand consumption circle, but at the same time, the experience of Lectra can not be completely copied to Geely.
After all, Geely has a larger user base than LinkedIn. Last year, the number of Geely automobile users exceeded100000. Lin Jie believes that all research and decision-making should take "what is Geely brand" as the starting point.
The so-called brand precipitation.
If Lectra has made a good start in brand building from the beginning, then Geely will soon "make up lessons" from here.
Lin Jie believes that there is an atmosphere of "amazing surplus and insufficient integrity" in the automobile industry at present. In other words, everyone pays more attention to the eyeball economy and ignores the precipitation of the brand. Geely brand also has this problem.
"Surprisingly, it is often short-term attention that is the real accumulation for the brand. In the process of public relations, only one product, one series and one model are concerned, while the whole brand is ignored. But looking back, did you build a moat when it sold well? "
How to do it specifically, Lin Jie put forward three directions:
First of all, star series products must hold up an order of magnitude.
Lin Jie said that the L series products, including Xingrui, Xingyue and the upcoming Xingyue, born under the framework of CMA can increase the average selling price of Geely brand and enter the mainstream consumption circle of joint ventures.
In terms of sales volume, Xingrui, which has been listed, has entered the top ten camp of A-class car sales. The sales volume of mid-to high-end models accounts for 65%, and the price of the main sales models is 1.3 million-1.4 million yuan. "A star sharp is worth 2.5 sets of prospects." Lin Jie believes that Geely improves management quality at the expense of structural adjustment.
And the next star Yue L is considered to be "armed to the teeth". He said that Xingyue L should have no short-board competition, undertake the mission of brand promotion and compete with joint venture brands.
Lin Jie also put forward requirements for the spread of Xingyue L: In the next product communication, Xingyue L can't label its own brand. In several blind subscriptions of Xingyue L, there are many users from joint venture brands, which Geely products could not do before.
Xingyue L is the third car of Geely brand based on CMA architecture, which will compete directly with the joint venture brand.
Second, focus on superior product brands.
As a product of Geely 2.0 era, Emgrand series has accumulated 3 1.7 million users, which also shows that Emgrand series products have established brand reputation.
Lin Jie believes that this is a very important market and an important force to promote the overall upward trend of Geely brand. Next, we must continue to maintain this reputation, "to be like