Li Shufu: Re-understanding Geely and Chinese Automobile Industry


Some people say that now that the market is sluggish, one person must be very anxious. He is Li Shufu, chairman of Geely Holding Group. However, sitting opposite Li Shufu, the reporter did not feel that he had an urgency or anger. On the contrary, his rosy face and his own demeanor still made him think that he was in the process of sedimentation, thinking and searching. The problem that Li Shufu thought seemed to go beyond the car itself. What he talks to reporters is more about culture and history. Many of them have nothing to do with cars, but in the end, the topics will all turn back to cars. For example, when a reporter asked him about Geely’s future, he responded with a very vivid sentence: “When a child was two years old, how would you know what he was when he was 8 or 20?” Geely certainly not only At the age of two, it is six years old, and up to now, there are 300,000 Geely cars on the road. Li Shufu said that he vividly remembered the scene of the first Geely off the assembly line in August 1998. But he also said in a very stubborn tone: "At present, the user has a relatively shallow understanding of the technology, quality, brand, price, performance, and function of the car. The result is a lot of misled and deceived people, and it finally leads to choices. For example, vehicles with a price of 1 million yuan, 2 million yuan, or even 3 million yuan, and 4 million yuan are sold well in China, which is an abnormal phenomenon, which shows that consumers have a great deal of misunderstanding about the automobile itself. Whether it is price, function, dynamics, comfort, safety, environmental protection, etc., there is nothing wrong with it, but people just don’t believe it. Information asymmetry and people’s lack of understanding of the automotive industry has led to this kind of abnormality. Phenomenon.” “We are now studying marketing and corporate development strategies every day. The biggest question is, what is the current period of the Chinese auto industry? How deep is the user’s understanding of the Chinese auto industry? The characteristics of the auto industry itself and the auto market itself What is the characteristic? There is still no answer.” Li Shufu believes that if you really want people to understand the car, you must tell him truthfully. Car what it is. The symmetry of information is very important. He believes that the current automotive industry is equivalent to the home appliance industry 8 to 10 years ago. "In terms of the laws of the automobile industry itself, companies like Geely should not do it." He actually said this. "But if we completely proceed from the interests of the business, we have to maintain the existing car brands, we have to give up and the pattern of the world's auto industry 3+6 will not change. But we want to do something meaningful, Promote the progress of the world and the development of social civilization." He was a little excited: "In the end it is necessary to maintain this pattern, or to find a way to change this pattern, for the sake of the majority of people? Do not change people's consumption concept? Our brand is not as good as others. The market will certainly be affected, but we will use actual actions, such as further reducing prices, improving product quality, improving service levels, etc., to slowly change the people's philosophy.” He hopes that people can reconsider the value of Geely. “I had predicted that the car would enter the family and the price would be reduced to 30,000 to 50,000 yuan. Selling a car is like selling a watermelon. It is both good and cheap. It is now realized. The Chinese people have to consider the national conditions and we must resist and change. China's auto industry will have a way out." (Reporter Feng Shujuan)

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