Zheng Zheng ran away from Geely, and Blue Geely failed?

From the high-profile release of "Blue Geely Action" to "the best electric vehicle in the Eastern Hemisphere", in the past five years, Geely's grand strategic goal of new energy, accompanied by the departure of Zheng Zhuang, general manager of Geely New Energy Sales Company, also hinted to some extent that "Blue Geely Action" has encountered bumps.

We don't know whether Liu Zhifeng, who experienced Beijing Hyundai and stopped at Great Wall Motor, can continue to support this dream, but Geely, who has reached the peak of its own brand, seems to have pressed the brake button.

Operation Blue Geely basically failed.

Remember the ambitious "Blue Geely Action" released by Geely on 20 15? The goal of this five-year plan is that by 2020, the sales of new energy vehicles will account for more than 90% of the total sales. Among them, plug-in hybrid and hybrid electric vehicles accounted for 65%, and pure electric vehicles accounted for 35%.

At that time, Li Shufu firmly believed that within five years, Geely would completely transform from a traditional car to a new energy car.

Today, the year 2020 has passed halfway. Geely's 20 19 sales data show that the annual sales exceeded1360,000, ranking first in China brand sales, but the sales of new energy vehicles were only 1 13000, accounting for less than 10%.

In the first half of the year, Geely New Energy sold 65,438+08,020 vehicles, accounting for 3.4% of the total sales in the first half of the year. It is worth noting that even this poor value has been partially consumed by Geely's own "Cao Cao Special Car" and other online car platforms and channels.

Externally, Geely is a champion and a brother. Internally, Operation Blue Geely failed.

I still remember the global launch of Geely's brand-new new energy geometry brand in Singapore on the evening of April1/KLOC-0 last year. Its first model Geometry A was called "the best electric vehicle in the Eastern Hemisphere".

It is more appropriate to describe geometry A with "more thunder and less rain", but the origin of "changing oil to electricity" and "changing Emgrand series standards and shells" is also controversial by consumers. The data shows that the cumulative sales volume of Geely Geometry A 20 19 is 12000, which is the benchmark model of Guangzhou Automobile New Energy Aion? The United States sold 32,000 cars.

Combined with the sales situation in the first half of 2020, this gap is still widening, and the sales volume of Geometry A in the first half of the year is not as good as Aion? One tenth of a second.

This may also be the direct cause of Zheng Zheng's departure, and someone has to pay for the consequences.

In fact, in terms of pure electricity, the launch speed of Geely's new models is relatively slow. Geely new energy 20 15 launched the emgrand EV model, which was silent for two years. 20 18 emgrand GSe is on the market, and both models are "oil to electricity". Geometric GE platform is actually not a brand-new pure electric platform built from scratch.

Geometric C, which was born in Geely GE2.0 pure electric platform, will be launched this month. This new car will also be an important model to re-test the Geometric A market after the market reaction is dull.

Where to go for disguised layoffs?

Remember the story of Geely Automobile's crazy recruitment since 20 17? At that time, due to the shortage of talents caused by scale expansion, Geely Automobile sent the recruitment to China FAW, Great Wall Motor, Shenlong Company and even the international parts group.

Hyundai Mobius in Yancheng revealed in May 20 17 that Geely poached a team with a higher salary.

In recent years, the team of Geely Hangzhou Bay R&D Institute has rapidly expanded to more than 8,000 people. Geely has established four R&D centers in Hangzhou, Ningbo, Gothenburg, Sweden and Coventry, England, and deployed four styling centers in Shanghai, Gothenburg, Barcelona and California, with a total of 20,000 R&D engineers.

According to unofficial statistics, Geely's global employees have reached 6.5438+0.2 million. In the horizontal data, the total number of employees of China FAW in 20 19 was142,000, compared with nearly 3.5 million vehicles last year. Even so, the latter is often accused of being jumbled.

However, for Geely, even with such a huge personnel system, the declaration of "no layoffs, no salary cuts" won a favorable comment when the epidemic raged and the industry shocked major car companies to reduce their salaries and layoffs.

But the story is not always so perfect.

Recently, Geely Automobile has been called the topic of disguised layoffs. In Zhihu, many people revealed that Geely Automobile upgraded its original performance appraisal mechanism from 25,265,438+0 to 24,22, and 20% of its employees will be rated as C-level, regarded as incompetent or sent to the front line for meaningless training, which is called "Blue Ocean Plan" and laid off employees in disguise.

In recent years, you can always see different figures of Geely in different places. It talked about the existence of the "water army", it was involved in the "black public relations" incident, it had a lawsuit with Weimar, it also appeared in the front line of epidemic prevention and disaster relief in Wuhan, it joined hands with the Hangzhou Asian Games, and it was going to launch a satellite into space ... Both the protagonist and the supporting role seemed to be full and appeared in the headlines of the media.

Is this normal? I can't help being eager for quick success.

The question now is, what will happen to the so-called "disguised layoffs"? Why is there such a trouble?

Maybe we should catch up with the strategy of 20200-the fantasy of continuing to expand after triumphant progress.

The frustration of strategic ambition in 2020

2065438+0165438 On October 5, 2006/KLOC-0, Geely Automobile Group officially released the "Geely Automobile 20200 Strategy": By 2020, Geely Automobile Group will achieve the goal of annual production and sales of 2 million vehicles, enter the top ten global automobile enterprises, and become the most competitive and respected automobile brand in China.

At present, it is obviously an extravagant hope to accomplish this goal.

According to statistics, Geely brand sold1360,000 vehicles in 20 19, and the total sales volume in the first half of this year was 530,446 vehicles, which was only 38% of the annual sales target of141000,000 vehicles set at the beginning of this year, which was far from its strategic target of 2 million vehicles.

As a result, Geely Automobile had to postpone the sales target of 2 million vehicles for five years. Geely Automobile attributed this to "great changes have taken place in the automobile market in China and the world". In 20 14 years, Geely automobile, which is the key to long-term stability, suffered the first sales volume in history. In 20 14, Geely Automobile sold 425,800 passenger cars, which was 22.5% lower than that in 20 13. Sales directly fell back to the level four years ago, that is, below 20 1 1.

In the "20200 Strategy", there is another data that should also be focused on: Geely Automobile plans to reach the scale of 1750 dealers in 2020.

According to the existing quantity, by the end of February, 2065438+2008, there were 868 Geely automobile dealers in China. This means that by the end of this year, the number of dealers needs to double in three years, which is somewhat impossible.

In recent years, Geely Automobile has hardly stopped expanding production. From Taizhou and Ningbo in Zhejiang, to Chengdu base in the middle, and then to Baoji and Zhangjiakou bases in Shaanxi in the north, Geely Automobile fell down one after another.

According to incomplete statistics, the production capacity of Geely Automobile has exceeded 2.4 million. Since the first Taizhou Linhai base, Geely has built no less than 20 vehicle factories in the past two decades, with a total production capacity of 3 million vehicles.

Compared with the annual sales volume of Geely brand in 2065,438+09, including 654,380+03,600, the capacity utilization rate is not high.

According to the annual report of Geely Automobile for 20 19, the planned production capacity involving only the production of Geely standard cars has reached 2 100000. According to the sales target of 2020 14 100000 vehicles, its capacity utilization rate is also 70%. This is not a safe data in the industry.

finally

Some people say that Geely's development has stepped on all the pits, and its Excellence lies in quickly realizing the shortcomings and adjusting and getting out of the pits, such as rashly attacking high-end and multi-brand strategies. But this time, standing on a completely different scale of 6.5438+0.5 million vehicles, the global market is going downhill, and there is an epidemic raid. Where will the wind blow?

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.