On the occasion of the New Year's eve, we had a face-to-face conversation with Mr. Pan qing, global director of jaguar land rover and President of jaguar land rover China. The topic was related to the past 2019, the beginning 2020, the past, the future, China and the world.

Jaguar land rover, like other auto brands, is facing fierce competition and great pressure in the market. It can be said that this traditional luxury brand is facing the biggest challenge since it entered the Chinese market. Fortunately, pan qing in China's car market when the autumn wind suddenly acutely found the signs of the coming winter, early to make the layout and response. JLR is likely to be one of the first luxury brands to emerge from the winter as 2019 rolls on, having weathered the Chinese car market's worst downturn.

As the head of JLR in China, pan qing proposed three key words for JLR in the past 2019: change, persistence and confidence. In his view, the key to JLR's success in 2019 is to face the changing times with a proactive change mindset, stick to what is more important than perfection, and keep the confidence that is more valuable than gold

No end without goals

Let's turn the calendar back to January 2019. Together with the team, pan qing set goals for the whole year: healthy development of the whole system; We will resolutely follow the three-step strategy of stabilizing the situation, restoring confidence and gradually enhancing confidence. At the time, JLR was in unprecedented trouble in China, and if it could not fight back, all its efforts of the past few years might be in vain.

It's not just pan qing's goal, it's not just JLR's China team's goal, it's all of our partners' goals. In order to let everyone can realize the annual target of consensus, Mr Pan with the team in January 2019, April, July and October made four dealers roadshow, strategic investors and dealers depth interpretation of policy oriented, communication each quarterly sales targets, and pass their analysis and judgment of market to them, truly achieve the height of the information sharing. It is based on such a high frequency of communication, communication and communication, the brand and dealers reached the ideological and tactical unity, only in the difficult year of 2019 achieved a surprisingly good result.

The hardest first step in a job is to agree on a goal. The only way to do that is to communicate deeply and consistently. In order to improve the profitability of dealers, pan qing and his team invested a great deal of time and labor costs, invited the third-party audit team to work with dealers to distract them, so as to find a common basis and achieve 100% dealer calibration. This work, pan qing and team with 12 strategic dealer groups and six large dealers repeated countless times, in a day and night after the alternations, the two sides finally reached a consensus on the strategic direction. One false step can make a great difference. Only when this step is taken stably and right, can the efforts behind be meaningful.

A year on, the two most immediately relevant results are exciting: JLR dealers are profitable on average across the network, with a 100% increase in dealer profitability compared to 2018; JLR's sales in China grew by 24% in the second half of the year after five consecutive months of double-digit growth from July to November 2019.

For dealers, another direct feeling in the past year is that JLR, at pan qing's insistence, has worked hard to help dealers achieve healthy operating costs by reducing inventory depth. JLR's inventory depth was 2.2 at the end of 2018, and a year later it had fallen below the national average of 1.6. JLR's move quickly won the full backing of dealers, compared with brands that use dealers as a pool of capital to reduce their risk. In pan's view, dealers will remain a risky business in the future, and only brands that have a stake in dealers can go further with these partners.

Today, pan qing in the face of the above achievements still attributed to the unity of all people to the goal. A few days later, pan qing will begin his first roadshow with dealers in 2020. The roadshow will propose new targets for this year, and he is also confident about the New Year, with 2019 to meet each stage target as scheduled.

No achievement without process

No goal can be achieved by Shouting. The dismantling of the goal by pan qing and his team in the past year and the non-distortion in the process of achieving the goal are the guarantee of achieving the goal. At the beginning of 2019, after confirming the annual target, pan qing broke it down into five important things: improving dealers' profitability, improving brand construction, improving product strength, strengthening management and further opening source.

In ascension dealer profitability, not blindly to set sales target, jaguar and land rover pulled by ever push distributor to boost sales to distributors to reach their goals, and business policies and procedures by numerous to Jane, more simplified, focused and transparent than ever before and also for the dealers added eight information query and analysis tools, help dealers and operation of industry achieved anticipation ahead of time.

In strengthening the brand building level, pan qing never empty, but will be implemented as easy to operate "12345" strategy. "1 goal" is to create demand, drive sales, get potential customers, and successfully convert potential customers into car users; "Plan 2" refers to the jaguar - track year and land rover - all terrain year, which will make the positioning of the two brands clearer among consumers. "Three actions" are to implement 50-50 program optimization, distributor electronic sales system, sales lead management; The "four major measures" are the management of quality and word of mouth, JLR, LadyFirst and SeviceFirst. The "5 highlights" refer to the avir engine family, the new evoque, the new XEL, the new discovery and the new range rover Defender. Over the past year, the 12345 has had a remarkable effect, with JLR's positive word-of-mouth up 6 percent, a miracle in a market where consumers are increasingly demanding on brands.

In 2019, JLR China, under the leadership of pan qing, pays special attention to the improvement of product strength. JLR has 13 product lines in China, covering the vast majority of luxury car users. In 2019, JLR updated a total of 11 models in the Chinese market, and effectively adjusted the ratio of products to meet the user demand of China's passenger car luxury market in different dimensions. In addition, the hero model strategy led by pan qing has also achieved remarkable results in 2019. The new generation land rover evoque, land rover discovery, discover, starpulse, jaguar XEL and f-pace have all played a significant role in boosting the sales performance of the whole year.

Fine management is also one of the biggest gains for pan qing and JLR China in 2019. Pan said proudly, "in 2019, JLR has realized pipeline and logistics transparency, which helps dealers with fine management through seven systems. JLR has implemented the evaluation and certification of dealers' general manager, focused on dealers' risk management and improvement process, focused on details, and strived to lay a solid foundation in the next market environment." JLR China has made great investment in system management in the first half of 2019. It has thoroughly integrated the ordering system, potential customer management and transaction system, making the system easier to track and find problems.

In the past year, open source has become one of the most frequently mentioned keywords by pan qing and his dealers and partners, who regard good service to end-users as a necessary means to generate warm interaction with customers in the cold winter of the auto market. In 2019, JLR will pay close attention to the local registration rate, and dealers will further follow up and provide services after customers buy cars, so that JLR customers will only buy the first step of car life, and then they will also get the excellent car experience provided by the brand and dealers. One of the things pan qing repeatedly says to his dealer partners is: "our business is meaningful only when we truly solve problems for our customers."

If the system adjustment of JLR China in 2019 is divided into two phases, then phase 1.0 is from January to June. Pan qing and his team spent half a year doing three things: simplifying management, setting more realistic goals, and giving more timely feedback to the market. All three of these things, which can be judged by quantifiable results by the end of 2019, are that profit is the only rule. But never to relax the requirements of the Mr Pan will jaguar land rover China indefinitely to 2.0 in 2019 stage, he think this is a no end stage, whether it is the ability of the system, the improvement of the system or confidence returns are not the end, a long way to go, Mr Pan and jaguar land rover China forward footsteps never been non-stop.

No insistence on talking about the future

In pan qing's 2019 summary, persistence is the most striking key word. It might be more accurate to quote him: "reform is painful, but failure to reform is a dead end. There is no shortage of smart people in the world, but people who can persist in difficulties. The process of persistence is extremely painful, with doubts and resistance. For an enterprise, if a leader can't stick to it, the team and the enterprise will not have good results. Often, consistency is more important than integrity."

2019 jaguar land rover China and Mr Pan is not only face the pressure from the market, as well as for the brand and Mr Pan censure of the individual, in others might choose to abandon ship in a storm to flee, to Mr Pan such impressive resume, after all there are a lot of big ship ready to give him, steering wheel to keep Mr Pan said: "as a corporate leadership most should not do is to abandon ship, bear and responsibility as the enterprise is a primary responsibility. Even if there are questions and resistance around, we insist on going to get today's results. As a leader, you have to have faith, have a sense of responsibility, all things to have a team to implement, one step at a time, in order to succeed.

Only successful people are entitled to share their experience of adversity with others after sticking to it. For pan qing and his team, stick to 2018, stick to 2019... Only those who have survived the winter can better understand the beauty and difficulty of spring. In 2020, they will stick to this road to success with the same faith.

No world without China

The year 2020 is JLR's 10th year in China. As global director of jaguar land rover and jaguar land rover China President, Mr Pan never just take China as an area of the jaguar land rover in the global market, in his planning, hope will be China into a jaguar land rover in the global development strategy of the core base, the innovation in such aspects as research and development, production, sales and purchasing become a jaguar land rover to make greater contributions. It is also a jaguar land rover "twin-engine, double innovation" the purpose of the strategy is put forward, in this strategy, the twin-engine refers to the Chinese team will work with the UK team together through deep study of the Chinese consumer demand its integration into the global product development process, not only can provide Chinese consumers with better products experience, also bring better innovation for global customers; Double innovation is JLR's joint r&d and innovation with local partners, so as to better understand local consumers and achieve the goals of learning from partners, optimizing costs and shortening production time. In terms of procurement, China has a very mature industrial chain supporting system. In 2020, led by the Chinese procurement team, JLR China's export to the world is expected to reach 1 billion pounds.

Looking at the Chinese market, pan qing believes that the Chinese market is undergoing rapid changes both in the ten years after JLR entered China and in the three years since he joined JLR. What he has experienced in the past three years may take ten years to fully experience in mature western markets. Today, the Chinese market has become a synonym for daring to try and innovate, and a touchstone for all brands, including JLR, in innovative and cutting-edge technologies. In 2020, jaguar land rover will be in product innovation on China's market optimize the products features, the Chinese market user's understanding of and demand for luxury products into the product development process, cooperate with China's indigenous innovation of science and technology enterprises, constantly updated product sequence, let more dynamic products to meet the needs of Chinese market users, it is also a jaguar land rover "twin-engine, double innovation" the essence of strategy is put forward.

Even in the recognized winter car market, pan qing as holding on to the hope for the future. In his view, China's auto market in 2020, the growth of luxury cars would still be ahead of the big market, the growth rate of about 3% to 10%, the market performance of jaguar land rover in 2020 should also fall within that range, but will not jaguar and land rover to the growth of goal and the unnecessary price win the market, must grab from details, to the next line of the market environment to play good fundamentals, good products and services, after all, is the king.

In the road show for dealers, partners and strategic investors, which will begin in a few days, pan qing will propose a new slogan for 2020 -- double growth and double promotion. Quality improvement is the first of the four priorities of JLR in 2020, which not only means the improvement of product quality, but also includes the overall improvement of customer experience quality, sales quality and system quality. Pan believes that he and his team are working hard to ensure that JLR can seize the opportunity when the overall passenger car market in China rebounds, which will happen in three to five years. Pan qing admitted that only by really doing a good job in improving the quality of the work, it is possible to seize this rare opportunity after China's car market environment began to rebound.