长城魏牌高端化“变阵”

Core Viewpoint - The frequent changes in leadership at the high-end brand WEY under Great Wall Motors reflect the complexities of operating an automotive brand, with the new CEO Zhao Yongpo aiming to leverage his extensive experience to enhance the brand's market position and product offerings [3][5][7]. Leadership Changes - Zhao Yongpo has taken over as CEO of WEY, succeeding Feng Fuzhi, who served for only eight months. This marks the ninth CEO since the brand's establishment in 2016 [3][5]. - Feng Fuzhi's tenure was characterized by efforts to expand the direct sales channel, but he faced significant pressure, leading to his departure [5]. - Zhao Yongpo has over 20 years of experience within Great Wall Motors and has been involved in the development of WEY from its inception [6]. Brand Development and Market Position - WEY has experienced a "high-open, low-walk, and recovery" trajectory since its establishment, with a peak sales figure of 139,000 units in 2018, followed by a decline due to delays in transitioning to electric vehicles [7]. - The brand has recently seen a resurgence, with sales of 89,000 units from January to October 2025, representing a year-on-year increase of 93.94% [7]. - Future product strategies include launching new models based on a new platform by 2026, aiming to cover various powertrain options [7]. Direct Sales Strategy - The establishment of a direct sales model is seen as crucial for enhancing brand perception and user experience, with over 500 direct service points planned across more than 130 cities by November 2025 [8][9]. - The direct sales approach allows for better control over user touchpoints and service standards, which is essential for building a high-end brand image [9][10]. - However, the rapid expansion of direct sales outlets poses challenges, as seen in the case of other companies like Li Auto, which took over six years to reach a similar number of stores [9][10]. Challenges in Expansion - The process of establishing high-quality direct sales outlets is complex and time-consuming, involving multiple stages from site selection to team training [10]. - The competition for prime retail locations in key commercial areas is intense, often requiring brands to wait for suitable opportunities [10]. - Great Wall Motors has invested over 2 billion yuan in its direct sales system, highlighting the commitment to overcoming the challenges of brand management in the automotive sector [10].