CCTV News Survey Geely Related Content

Jane:

Affected by the financial crisis, the automobile industry suffered a "cold current" on a global scale, and the automobile sales performance of major manufacturers generally declined. However, Geely Automobile, a private enterprise in China, presents a gratifying situation of demand blowout and flying against the wind. The reporter approached Geely Automobile and interviewed Li Shufu, chairman of Geely Group, An Conghui, vice president of Geely Holding Group, and others to explore the road to success of Geely Automobile. With the efforts and achievements of "strategic adjustment, management upgrading, technology upgrading and service upgrading", Geely people have outlined a bumpy but bright road for private enterprises to build cars.

Studio: The days at the end of 2008 were an unforgettable winter for the automobile industry all over the world. The international financial crisis is advancing towards the real economy step by step. The "Big Three" of American automobile industry-General Motors, Ford and Chrysler are all struggling on the verge of bankruptcy. Toyota's sales in Japan have fallen sharply, and Volkswagen in Germany has also suffered a rare crisis for decades. In the domestic automobile market, the growth slowed down obviously. According to the estimation of China Automobile Industry Association, the production and sales of automobiles in China in 2008 were about 9.5 million, an increase of about 8% over the previous year, which was the slowest growth rate in the past seven years after China joined the World Trade Organization. Not long ago, according to the market situation, 80% of domestic automakers were prepared to lower their sales targets for 2009. In this context, a car factory born and raised in China, a private entrepreneur with a low reputation, has created a miracle against the trend in the same industry. What enlightenment will he and his car factory bring to people?

first part

Commentary: Only one week before the Spring Festival, the factory of Geely Ningbo production base is still a busy scene. Since June 5438+February last year, the assembly workshop has been running at full capacity, but there is an endless stream of transport vehicles waiting to pick up the car at the door.

Li Shufu, Chairman of Geely Group: Don't think that Toyota is very powerful now. After China's automobile industry really rises, it goes without saying that. In my opinion, nothing is too mysterious, as long as you really work hard on talents and innovation. Our clothing, shoes, hats and textiles in China are so good and cheap, including molds, plastics (9225,35.00,0.38%) and rubber (13505,250.00, 1.89%) in China. This is a car.

Commentary: Li Shufu, Chairman of Geely Group, 1963, from Taizhou, Zhejiang; Geely Group, which it founded, is the first private enterprise in China to produce automobiles. Li Shufu has successively won the titles of "Top Ten Leaders in Independent Innovation of Private Enterprises in China" and "Meritorious Person in Independent Innovation of Automobile Brands in China". Li Shufu told us that only research and development can seize the opportunity in the cold winter of the automobile market. In Geely, we are attracted by technologies that encourage independent research and development. It is said that this puncture detection and safety control system called BMBS can solve the danger caused by puncture. Is this technology really reliable? The reporter personally conducted the experiment on the spot.

Interview:

Reporter: What is this equipment for?

Pan Julin (Vice President of Geely Holding Group, General Manager of Zhejiang Hao Qing Automobile Manufacturing Co., Ltd.): This is a system that automatically simulates the process of inflating (tires) by releasing gas in an instant.

Reporter: Can I experience it for myself?

Pan Julin: OK.

Commentary: According to statistics, 70% of the total traffic accidents are caused by a flat tire while driving, and the car crash and death caused by a flat tire accident are often shocking. Can Geely's new technology really reassure people?

Interview:

Reporter: Let me see which tire it is.

Pan Julin: Right here, this tire on the right.

Reporter: Is this the flat tire?

Pan Julin: Right, right, right.

Reporter: That is to say, if this technology is adopted, some accidents can be completely avoided, including rollover, including other traffic hidden dangers, when there is a flat tire, right?

Pan Julin: Yes, yes, absolutely.

Reporter: Actually, I was a little nervous at the moment when the car had a flat tire, but when I was in the car, I felt that I would hardly feel too much vibration when I touched the steering wheel. But after we stepped on the brakes, I found that the whole brake I stepped on had completely failed and entered the automatic control system, which means that even if you are too nervous to control the car, the car can stop smoothly. This technology still surprises me.

Commentary: It turns out that when the car is equipped with BMBS, if the tire pressure and tire temperature are abnormal during driving, the BMBS monitoring system will automatically give an alarm. At the moment of tire puncture, BMBS will take over the driver's time to automatically control the car, so that the car can slow down smoothly until the driver can control it safely, thus avoiding the crash and death caused by rollover after tire puncture.

Interview:

Li Shufu: Actually, this invention was not invented by Geely. It was a lawyer who had a flat tire on the road and the car turned upside down. Some of his feet are broken and some of his head is flat. He's fine. He asked the driver that he was still alive and said what was going on. The driver said there was no way, and the tire exploded like this. Lawyer He was thinking about legal issues at that time, but later, slowly, in the process of discussing with you, he found that there was a technology that could solve the safety problem after tire explosion. He got the idea in a daze and then asked him to do experiments for him. Of course, this experiment was done and the effect was good. He has also been to Toyota, Honda and China, all these independent brands, and everyone ignores him. Later, Academician Guo Konghui came to me with this man. As soon as I heard it, I said yes, we can try.

Reporter: Why can't it attract other manufacturers, but it can attract you?

Li Shufu: Since you have this good idea, you can. If this is the case, it can really solve the accident of car crash and death caused by flat tire. Why don't we study this matter hard? Ok, then I'll talk to him about cooperation. We also spent tens of millions to buy this technology and put it in our research institute. This matter was discussed for several years and put in our research institute, where we studied it.

Commentary: At last year's north american auto show, the audience showed great interest in Geely's "car that is not afraid of a flat tire". Local experts believe that Geely Automobile Safety Technology (BMBS for short) is an important invention to ensure automobile safety, and awarded the "Special Contribution Award for Invention and Innovation Practice".

Commentary: When the whole world is experiencing the severe test of the financial crisis, Geely attracts us not only because of the safety technology that has been applied to the whole vehicle, but also because of the latest statistics from China Automobile Industry Association: in 2008, Geely Group achieved sales of 22 1.8 million vehicles, and its net profit was 230 million yuan in the first half of the year alone, up by 2 1.7% year-on-year. It is estimated that the annual profit growth rate is the first in the industry. How does Geely respond to the drag of the global financial tsunami on the real economy?

Interview:

Reporter: During this period (time), many media reported that Geely has a rising trend against the wind in the severe financial situation, but when many people saw this news, do you know what the reaction was? Very surprised. Did you watch the news?

Li Shufu: I remember someone saying that opportunities are for those who are prepared. (2007) According to the data, the whole economy is boiling, and the whole market is boiling, whether it is profit or sales. This is what many entrepreneurs want to see, but this time will not be too long, because the boiling time will not be too long.

Reporter: What was Geely's overall operation at that time?

Li Shufu: We feel pressure ourselves.

The price of raw materials is rising. At that time, all kinds of raw materials such as copper, iron and aluminum were increasing in price, and (cars) were decreasing in price. If this fluctuates up and down, then this pressure is great.

Reporter: Was there such pressure in the market at that time? For Geely Automobile.

Li Shufu: This is not obvious in our market. It's very good, and it sells well. All aspects can be done, but we understand that if we embark on this road, it is death.

Yin Daqing (Vice President of Geely Holding Group): It is definitely impossible, because the whole automobile industry in China was still at a very low level at the beginning. Hand-hammered products are still wanted as long as you sell them cheaply, but with the development of the automobile industry and the improvement of users' car use level, it will not work. If you don't keep pace with the times, you will be eliminated. For an enterprise like Geely, if something goes wrong, you have to find a way by yourself, and there is no way out.

Commentary: In May 2007, it was the time when the automobile industry generally hailed the arrival of spring, and it was also the time when Geely Automobile became popular. As the head of Geely Group, Li Shufu proposed that Geely Automobile must transform, change the low-grade and low-price banner that Geely has played since its birth, and embark on a new road of transformation.

Interview:

Li Shufu: Originally, it was to build a good car that ordinary people could afford and let Geely Automobile travel around the world. What is the mission after the transformation now? What I propose is to build the safest, most environmentally friendly and most energy-saving good car. But the slogan of strategic transformation is easy to put forward. If it is really implemented, I know it will be a huge change for an enterprise. Yes,

That's also risky. Everyone has no bottom.

Reporter: Do you have a bottom?

Li Shufu: I think I have a bottom, but then again, you have to do it even if you have no bottom. The problem is,

That is to say, the original road, the road of price war, has obviously found that 100% can't go on, which I know very well. Then it is hard to say whether it can be successful after the transformation.

Commentary: What does this transformation mean for a private enterprise with a history of less than ten years? What regrets did Li Shufu bring him when he built a car in his early years?

the second part

Commentary: Li Shufu's close contact with cars is because he is a very successful motorcycle manufacturer. However, at the peak of 1996 Geely motorcycle sales, Li Shufu, who had never been in contact with automobile manufacturing, proposed to build a car.

Interview:

Li Shufu: I think, as a country as big as China, China is not a big country without a decent car with its own brand. But I think it is unrealistic to ask foreign companies to help us and promote the development of China's automobile industry. Because it is a competitor, China's own brand automobile industry must rely on its own efforts and rise.

Commentary: At that time, the wave of joint venture in China automobile industry was surging, and Li Shufu, who lacked funds, talents, technology and equipment, had to create his own brand!

Interview:

Reporter: On the other hand, if you really enter the research and development stage, you have to build this car. How to build the first car?

Li Shufu: For example, for the first car, I used the front and rear axles of Hongqi, the powertrain of Hongqi and the steering braking system of Hongqi. The front and rear headlights just bought Mercedes-Benz, and the front face bought Mercedes-Benz. Remember to buy a Mercedes and change the steering wheel, which almost made a joke.

Reporter: What joke?

Li Shufu: Isn't there an airbag in this Mercedes-Benz steering wheel? This airbag will explode if it is not done well, so we are very afraid to dismantle it.

Reporter: Who will coordinate?

Li Shufu: I am the chief coordinator, I am the chief coordinator and I am the chief engineer.

Reporter: But you have never built a car.

Li Shufu: I didn't build a car, but I have my own ideas, and ideas determine the way out. You must first know how to do it step by step. This can't be completely regarded as a simple car-making, but an innovation and a creation.

Reporter: What was your overall state during the manufacturing of the first car? Are you busy with this every day?

Li Shufu: Yes, I am busy with this matter every day. For example, sometimes when we are studying, we go to bed at one or two in the evening. I slept for about an hour or two, but I didn't fall asleep. Later, I remembered, alas, this problem can be solved. I'll see it as soon as I come back. It's as different as I thought when I slept. Sometimes it's just different. In fact, I think very well when I sleep, so I can't go and have a look.

Reporter: Do outsiders think that Li Shufu is a little abnormal? This state.

Li Shufu: People are like this to a certain extent. If I don't go on, I will lose face. People always think that my decision is wrong, both internally and externally. After that, people will not listen to my speech.

Reporter: Did you build this car to save face?

Li Shufu: The most important reason, I think, since I decided to do this thing, and I thought I could do it, and finally failed, how can I do it in the future, so I must do it.

Reporter: Is it worth paying such a big price for this face?

Li Shufu: This thing, all the miracles in the world, often happens when most people think it is impossible. This is possible and has already been realized.

Commentary: After more than a year of hard work, Li Shufu finally saved a car. He proudly named this combination of red flag and Mercedes-Benz Geely No.1. ..

Interview:

Reporter: Do you still remember when this Geely 1 was first introduced?

Li Shufu: Yes, I opened it myself and I am very proud. I am very excited to open it everywhere. Well, I ran into a problem while driving around. You can't turn back automatically in this direction, that is, the car hit the direction and should have come back by itself. After you take off the steering wheel, it should be straight, as long as the road is straight. In the beginning, if we build it, if we hit this side, it will be here, if we hit that side, it will be there and it will not come back.

Reporter: Do you dare to drive such a car?

Li Shufu: Of course, because I know I can drive myself.

Commentary: At this time, Li Shufu has been called a car madman by his hometown, because he actually invested 500 million yuan to open a car factory and wanted to mass-produce and sell such cars. 1On August 8th, 998, on the good day carefully selected by Li Shufu, Geely's first mass-produced luxury car went off the assembly line in Linhai, Zhejiang.

Interview:

Reporter: What was the level of production equipment at that time?

Li Shufu: The original words are very simple. Our molds are all our own, all welded with steel plates. Our coating line level is also relatively low. Therefore, it is difficult to guarantee the accuracy, and the quality control is basically manual.

Reporter: Some people say that the first batch of proud cars were knocked out with a hammer. Can you say that?

Li Shufu: This problem does exist. It was struck by a hammer. Some places are called plastic surgery because the mold design is not in place, and we call it by hammer.

Reporter: That's the lowest manufacturing level in the automobile industry.

Li Shufu: It is equivalent to a repair shop.

Commentary: The quality of cars produced in such a garage can be imagined. 1998, Geely produced more than 100 cars, but none of them were sold.

Interview:

Reporter: What about these unsold cars that were originally produced?

Li Shufu: At that time, we were also burning, burning, pressing and knocking. (Burning car photos and music) Because it was mainly manual and sheet metal workers at that time, in this case, the quality was mainly controlled by people, so the requirements for people were very high.

Reporter: Are you distressed?

Li Shufu: I feel distressed. How can I feel distressed? Because this is not possible, that is to say, the benefits brought by this loss far outweigh the loss itself.

Reporter: What do you want to tell employees in this way?

Li Shufu: That's quality consciousness, that is, if the quality is unqualified, it can't leave the factory, and it has to be taken back after it leaves the factory.

Reporter: Many media or public opinion will also think that enterprises are putting on a show.

Li Shufu: Xiu. When you say show, I think there is also a show element.

Reporter: You don't deny it?

Li Shufu: Sometimes form is very important. It's, uh, a millimeter or two short. There are several reasons for this, one is its own problems, and the bracket installed in it, the bracket inside it, and this. You see, there are about two millimeters here, but there are no more. 0.5, very tight. If this thing is like this, it will definitely not work.

Commentary: Li Shufu's emphasis on quality has not changed. In the process of shooting, we accidentally took such a set of pictures (Li Shufu's documentary about car inspection). Geely people tell us that as long as Li Shufu comes to the workshop, he will always find something wrong before leaving.

Commentary: At the end of the 20th century, almost all famous multinational automobile groups entered China, and foreign cars of various brands were crowded with streets and lanes through "Made in China". There is no room for Geely in the layout of high-end cars, and at the same time, talent and technical factors also restrict Geely from making greater achievements. Li Shufu decided to start with low-end products and planned Geely's low-end and low-price market strategy. "Building a car that ordinary people can afford" has enabled Geely to quickly find the gap in the market segment and win the development space.

Interview:

Li Shufu: We can't compete face-to-face with such enterprises, nor can we compete face-to-face with comparable international automobile companies. We are a supplement to large state-owned automobile enterprises. For cars that large state-owned automobile factories are unwilling to produce, we can control the cost, which can be said to be gnashing our teeth. There is no human feelings and no place to live. A fixed price is a price.

Reporter: How much did you spend in the factory?

Li Shufu: At the beginning, we were more than 50,000 yuan, and we were very proud.

Reporter: What was the price of cars of the same class on the market at that time?

Li Shufu: The same level is about 70,000 to 80,000.

Reporter: There are more than 20,000 parking spaces.

Li Shufu: Yes, according to the price war, our price is cheap.

Commentary: 1999, Geely put it on the market at a price of 50,000 yuan, and 1600 Geely cars sold out. In 2000, Geely automobile sales jumped to 1 10,000 vehicles, and then climbed all the way. The potential market for low-end cars, which had been ignored by joint ventures intentionally or unintentionally, suddenly appeared in front of people.

Li Shufu: We should build good cars that ordinary people can afford and let Geely cars travel all over the world, instead of letting cars from all over the world travel all over China. This is the idea, because it was cars from all over the world that ran all over China, not cars from China. Then we think that through efforts, we can change this situation.

Commentary: Although low-grade and low-price have indeed opened Geely's market, Geely Automobile seems to have become a "spokesperson for cheap cars".

However, the following negative effects are still lingering: Geely Automobile has left an impression in people's minds that its technical level, technological level and product quality are not high. How far can such a low-quality and low-price road go? Li Shufu, who had long been on guard, first turned his attention to the management system.

Commentary: Like many private entrepreneurs in Zhejiang, Geely Group has left a deep family imprint since its establishment. The brothers and sisters who worked hard with Li Shufu in those years were the founders of Geely. Whether to transform the family business into a modern enterprise is the most distressing thing for Li Shufu in 2000, and it is also a matter that he still feels great pressure.