Li Chao car review: Dragon changes but sees drastic changes


Before the major adjustment of Dongfeng Citroen's business and sales departments, the industry has long been rumored: the sales situation is sluggish, the production and sales targets are declining at the beginning of the year, and the market response to two price reductions is weak. Dongfeng Citroen's sales level will face bloody storms. After the personnel earthquake, Shenlong again came to "big change". Some newspapers and magazines even cited the precedents of the complexities of the Dongfeng faction, the frequent flow of Shenlong personnel, and several “big changes” in history. Therefore, when the general manager of Shenlong company Liu Weidong and general manager of Dongfeng Citroen De Bolai and the director of personnel affairs of Shenlong company appeared at the press conference, the reporters were all ready to listen to the removal list and the appointment of new officials, but the result was not in this way. Liu Weidong honestly told reporters: The focus of this re-adjustment is on things, not on people. “The purpose of the change is to create an efficient and flat sales system. Our approach is to first design, investigate sales business processes, see which processes we sell have problems, and then design scientific and reasonable processes; set up jobs based on sound processes; then based on the position There is a need to deploy personnel, so although the departments and regions that have been removed this time are relatively numerous, we have endeavored to strengthen the revocation of large-area personnel to key regions, except that few employees have entered the retraining process. Dismissal personnel, the sales system does not change hands.At the same time, the French side also reduced the management personnel assigned by the board of directors to the sales system.In the future, the Chinese management personnel will be administrative, the French management personnel will develop to the expert.We strive to create a A healthy sales system and ideas.” At the same time, this kind of personnel arrangement is both sensible and decisive. In the 20 regions, more than half of them were cut off. On the day of the press conference, distributors from all over the country had already been called on the way to Chu. On the following day, Liu Weidong delivered a new structure and sales policy to the distribution network. On a Saturday-Sunday off day, Dongfeng Citroen was able to complete a marketing upheaval in a neat manner. The reporter was deeply moved by the eyewitness witnesses: Under the huge market pressure, the correct, accurate, in place, non-deformation, and correctness of the change in the completion of the movement is just as impressive as the Chinese Olympic athletes face the tremendous pressure to complete the perfect action. , It reflects the gradual maturity of Chinese auto companies. Like treating a patient, it is easy to exchange blood for changing blood. Substituting people is easy. Many domestic companies engage in bloody, “personal struggles” are sophisticated, not to mention that the market performance has provided an opportunity for personnel struggle. However, Dongfeng Citroen's uniqueness lies in having a correct assessment of the market; seeing the general trend, seeing structural and institutional weaknesses rather than individual flaws, failing to cover a deeper illness with a disease, and not changing the off-season of this market. In a busy season for the whole person, instead of changing the company once again to make everyone involved in the company intimidating, marketing policies fluctuate, and the distribution network at a loss, this heavy pressure has turned into a hard-working, optimized process, and clearing. Accumulated opportunities. Self-determination without delay, decisive and cautious, I don’t change blood. This is a real strong person, which requires the determination, restraint, and pragmatism of the strong. Dongfeng Citroen's marketing revolution reflects the return of extensive marketing in the Chinese car industry. The ultimate goal of channel slimming and body slimming is to lose weight and regain the market. In the previous issue, the reporter reported that Shanghai Volkswagen had reflected on marketing. Both Shanghai Volkswagen and Dongfeng Citroen have been sighed with regret for "good cars haven't sold well." Now that the architecture has been rebuilt, the "three years old" model of Chinese cars is still hard to come back in terms of brand building, market response, and product adaptation. There is a big gap. But today people have seen their anxieties, cheers and sincerity - the transformation has already begun, "the oldest" is reshaping the youth, once again rejuvenated. (Shenzhen Special Zone Report, Li Chao)