长城直营渠道调整迎来新进展。 21世纪经济报道记者从多位接近魏牌的渠道人士处获悉，10月底，魏牌将完全采用直营模式运营，原有 的经销商模式将陆续终止，同时原"长城智选"门店正陆续更换招牌为"魏牌新能源"。 有魏牌渠道人士告诉21世纪经济报道记者，未来长城的直营门店将逐步统一门店标识为魏牌新能源，以 展示品牌2.0的新面貌。这意味着，魏牌将成为长城汽车体系内，最接近造车新势力直营业态的品牌。 广州、北京及上海魏牌销售人士告诉21世纪经济报道记者，坦克700已全部转交经销商网络销售，坦克 品牌正式撤出魏牌渠道。"我们店里以后只卖魏牌，这样我们的培训和讲解都能更专注。"一位上海门店 负责人表示。 这并非临时起意。早在今年5月，魏牌总经理冯复之就已向媒体透露，坦克品牌将退出长城"智选"体 系。长城汽车决心将长城智选改造为魏牌的专属渠道。 就上述核心信息，21世纪经济报道记者与长城方面已进行官方确认。 All in直营，告别"双销"内耗 去年4月开始，长城决定拥抱"直营模式"，推出直营品牌"长城智选"，即在保留传统经销商模式的基础 上，长城智选直营模式将成为长城产品的重要销售渠道，同步打造双销模式。 一位长城汽车经销商 ...

Core Insights - Great Wall Motors is transitioning to a fully direct sales model for its Wei brand, phasing out the existing dealer network and rebranding "长城智选" stores to "魏牌新能源" [2][3] - The shift aims to enhance brand identity and streamline operations, positioning Wei as the closest brand to new energy vehicle startups within Great Wall's ecosystem [2][8] - The company plans to expand its direct sales presence significantly, targeting second and third-tier cities to capture new market segments [9] Group 1: Direct Sales Model Transition - Great Wall Motors will completely adopt a direct sales model for the Wei brand by the end of October, ending the dealer model [2] - The transition is part of a broader strategy initiated in April last year, which aimed to reduce inventory pressure on dealers by shifting high-end models to direct sales [4][6] - The direct sales model is expected to improve customer experience and brand image, as articulated by company executives [8] Group 2: Market Expansion and Performance - As of May, Great Wall has established over 430 user centers across 110 cities for Wei brand sales and services, with plans to expand to 500 stores covering over 300 cities [9] - Wei brand's sales performance has been strong, with a 63% year-on-year increase in September, delivering 11,000 vehicles [9] - The direct sales model has led to a significant rise in sales expenses, with a 63.31% increase to 5.036 billion yuan in the first half of 2025, while net profit decreased by 36.39% [9] Group 3: Challenges and Strategic Implications - The dual sales model previously employed posed challenges in price control between direct sales and dealer networks, leading to potential internal competition [5][6] - The transition to a fully direct sales model aims to eliminate pricing conflicts and enhance market penetration [7] - The shift to a direct-to-consumer (DTC) approach requires a fundamental transformation in organizational processes and corporate culture, which is more complex than merely establishing direct sales outlets [10]

Core Viewpoint - Liu Yanzhao has been promoted to Vice President of Great Wall Motors, overseeing the company's communication platform, while stepping down from his roles as General Manager of the Wey and Tank brands [1][4]. Group 1: Management Changes - Liu Yanzhao previously managed the Wey and Tank brands, responsible for their operational management [4]. - Following a restructuring at the end of 2022, Liu Yanzhao was appointed to oversee both brands under a dual-brand operation model [4]. - The communication platform Liu now leads was established at the end of 2023, alongside other platforms for product management, digital intelligence, user operations, sales services, terminal operations, and new media live streaming [4]. Group 2: Organizational Structure - Great Wall Motors has adopted an organizational structure inspired by internet companies, featuring a "strong backend - large middle platform - small frontend" model [4]. - The middle platform aims to optimize resources and unify marketing strategies across brands, serving as a standard guide for management practices [4]. Group 3: Marketing Strategy - Prior to the establishment of the middle platform, Great Wall Motors relied on individual brand teams, which lacked synergy and led to disorganized personnel allocation [5]. - The recent appointment of new general managers for the Wey and Tank brands indicates a shift towards a more cohesive marketing strategy [5]. Group 4: Sales Performance - In the first half of the year, Great Wall Motors reported a slight increase in sales, with a total of approximately 569,000 vehicles sold, marking a year-on-year growth of 1.84% [6]. - However, the performance of the Ora brand was notably poor, with sales dropping by 56.19% year-on-year, while the Tank brand also experienced a decline of 10.67% [6].