Sou Hu Cai Jing·2025-12-21 07:58Core Viewpoint - The appointment of Zhao Yongpo as CEO of Wei brand marks the ninth leadership change since its establishment in 2016, highlighting instability in leadership and brand strategy within the company [1][3]. Group 1: Leadership Changes - Zhao Yongpo has taken over as CEO of Wei brand, succeeding Feng Fuzhi, who had a brief tenure of approximately six months [1][3]. - Feng Fuzhi, an external hire, was expected to achieve ambitious goals, including opening 1,000 direct stores within a year, a target deemed nearly impossible in the automotive industry [5][7]. - The leadership transition reflects a shift back to internal candidates, as all five major brands under Great Wall Motors are now led by individuals who have grown within the company [3][7]. Group 2: Brand Strategy and Positioning - Wei brand has struggled to establish a clear and stable brand identity, frequently changing its positioning from "light luxury" to "smart hybrid" and "0 anxiety smart electric" without resonating with consumers [9]. - The strategic direction of Wei brand heavily relies on the founder Wei Jianjun's vision, leading to frequent adjustments in brand positioning and marketing strategies [7][11]. - Zhao Yongpo, with over 20 years of automotive technology experience, is expected to implement organizational changes within Haval, indicating a potential shift in management dynamics [9]. Group 3: Company Culture and Management Style - Wei Jianjun has expressed skepticism towards external managers, believing they lack the practical experience and alignment with Great Wall's culture compared to internally nurtured talent [11]. - The company's decision-making process is heavily centralized, with Wei Jianjun's approval required for significant decisions, contrasting with modern corporate practices that emphasize empowerment and delegation [11].