On September 7th, Great Wall Motor released a proposal entitled "De-generalization". Specifically, it is the daily work situation, which advocates the "de-generalization" of appellations to avoid appellations with positions and qualifications; It is suggested to use Chinese names, English names and self-created nicknames to encourage innovation and give names to people who meet the characteristics of the role.
After this proposal was released, an insider of Great Wall Motor said that in the future, Chairman Wei Jianjun might not be called Mr. Wei, but Jack Wey and others.
At the same time, employees of Great Wall Motor have also exposed their English names and new nicknames in the circle of friends, and all kinds of ideas are available.
Although swearing at each other has become a fashion in the current Internet companies, this kind of thing is rare in the traditional automobile industry.
Especially for Great Wall Motor, which is conservative in the eyes of the outside world because of its foothold in Baoding, walking behind the "general" proposal is an important step in its enterprise transformation.
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"De-generalization" is a key step in the organizational reform of the Great Wall.
In July 2020, Great Wall Motor celebrated its 30th birthday. Will Great Wall Motor survive next year? After the short film was shown, the company gave its own answer with an internal letter "How Great Wall Motor survives next year".
In this internal letter, Wei Jianjun, Chairman of Great Wall Motor, put forward the goal of "turning China automobile manufacturing enterprises into global travel technology companies". In order to achieve this goal, Wei Jianjun believes that innovation must be made from the following two points:
The first is mechanism innovation. Solve the problem of employee motivation and vitality with mechanism, and solve the problem of organizational innovation and competitiveness.
Secondly, it is necessary to move the knife at the basic level such as organization and culture that are related to the lifeblood of the enterprise. In his view, only by rebuilding the basic layer can Great Wall Motor become a more efficient, open and attractive platform organization.
Judging from the proposal of "de-generalization" of the internal title of Great Wall Motor, the change of the title is the further implementation of the above two innovations.
In the proposal, Great Wall Motor made it clear that with the deepening of reform, the organization will be more flat, forming battle groups, combat units and combat teams. Weaken the concept of position and gradually realize the transformation from "position" to "role" In the future, there will be only "captains" and no "generals". As long as you have the ability, the dream and the will to work hard, there will be a stage to realize the value.
In the previous open letter, Wei Jianjun also stressed that in the future, everything should be clear about the use of cadres, and we should learn from the old and work until the old. No matter how long we have worked for Great Wall Motor, we should be able to go up and down, with the results as the assessment and the process as the evaluation.
It can be said that the "de-generalization" of this title is a further embodiment of the courage and determination of the Great Wall to break the old and innovate, and a further step to "poke everyone who wants to lie on the credit book and enjoy the present". Behind the change of appellation and the welcome of Jack Wei to the Great Wall, a flexible and open corporate culture similar to Internet companies is taking shape in the Great Wall.
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Change to User Enterprise
"No organization set up obstacles in the Great Wall. Just do what you need, just to compete and meet the needs of customers. "
In the internal letter "How Great Wall Motor Survives Next Year", Wei Jianjun once said this when talking about the logic behind the adjustment of organizational structure. Obviously, customer orientation is becoming the direction of its reform.
It complements the customer-oriented organizational structure change. In the field of marketing, the Great Wall is also transforming into a user enterprise. Since the second quarter of this year, "users" have been the key words behind several of the most "out of the circle" marketing events of the Great Wall.
Take the hot Harvard big dog before listing as an example. Although "seeking fame in public" is not a new way of playing in the automobile circle, judging from the comments of Weibo and the forum, many netizens just voted for "Big Dog" with the mentality of watching the excitement. But whether it is controversial or not, Harvard has complied with the voice of the masses, making this model a circle and at the same time inspiring a wave of goodwill.
After that, in order to further stimulate consumers' enthusiasm for participation, the configuration name of Haval Big Dog was completely decided by consumers' voting.
As Wen Fei, the general manager of Haval brand marketing, said at the pre-sale meeting, when the names of Horse Dog Edition, Border Pasture Edition, Labrador Edition and Husky Edition came out, they won a lot of applause, and the users of Haval brand * * * kept moving forward.
In fact, in addition to the Haval brand, the WEY brand and the Euler brand under the Great Wall are also changing to users.
For example, the names of several models recently launched by the Euler brand, such as white cat, black cat and good cat, all come from the spontaneous planning of the owners. Earlier, Yu Fei, general manager of brand marketing of Euler, also made it clear in an interview with Sankei.com Auto that they hoped consumers could regard Euler as a cultivated brand with the same appearance.
According to Qiao Xinyu, deputy general manager of WEY brand marketing, user operation will also become the focus of WEY brand in the second half of this year. Take the upcoming WEY brand fourth anniversary celebration as an example, they will also give full consideration to users' ideas and make it a veritable "fan conference".
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Write it at the end
This year, the auto market is bleak, although it is affected by the downward superposition of the auto market. However, since the release of the "30-year-old" series of measures in July, Great Wall Motor's share price has continued to rise.
On September 7, the closing market value of Great Wall Motor A shares exceeded150 billion yuan, and the cumulative increase since July has reached 100%. Most domestic and foreign brokers are optimistic about the current transformation potential of Great Wall Motor. Among them, HSBC upgraded its rating to "Buy", and UBS Group AG was equally optimistic about it.
In the future, with the emergence of more reform plans of Great Wall Motor, what kind of surprises this enterprise will bring to people is worth looking forward to.