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[Truck Home, Original] Founded 55 years ago, it has created a single model and sold 300,000 vehicles in 5 years, forming a full range of heavy, medium and light products. Jiefang Qingqi has come a magnificent way, witnessed and experienced the most critical historical period of our country’s automobile industry and road freight industry, and composed a generous divine comedy that follows the times and moves forward bravely.
On the day of the 55th anniversary celebration of the Liberation of Qingqi, Truck Home interviewed Li Sheng, deputy general manager and secretary of the Party Committee and general manager of Qingdao Vehicle Division, thus gaining a deeper understanding of the past and future of the Liberation of Qingqi.
From the local Ministry of CommerceSmall fleet, to big car factory
"From 1968 to 2023, 55 years of development, Jiefang Qingqi followed the development of China’s economy and experienced three important periods of hard work, rapid development, and leapfrog growth. Each period has different difficulties and highlights. Every Jiefang Qingqi has made unremitting efforts for today’s achievements." Talking about the history of Jiefang Qingqi, Li Sheng said with deep feelings.
According to Li Sheng, the predecessor of Jiefang Qingqi was a team under the Qingdao Municipal Bureau of Commerce. At that time, it happened that Qingdao was going to do industrial transformation, and the enterprises under the Bureau of Commerce naturally began to face new choices.
In fact, there were many options at that time, such as micro-radar, motorcycle machine tools, etc., but after evaluation and decision, the automotive industry was finally selected as the track. In 1968, the Qingdao Automobile Factory was established, thus embarking on the development path of serving the country with industry.
According to the memories of the older generation of Jiefang Qingqi people, the initial conditions of building the factory were extremely difficult, and it was all due to enthusiasm. The older generation of people in the iron tribulus-pulled wall and the brick and wood structure of the factory building, relied on their shoulders to carry people and pull hammers to knock, and literally built cars. It was the birth of "Qingdao 69" that rewrote the history of Qingdao not being able to produce cars.
"Qingdao 69" was a purely handmade car. It was too difficult to achieve mass production, and it was carefully studied in parts manufacturing. At the same time, because gasoline cars were the market theme at that time, but because of the high gasoline refining process and high cost of use, they found a business opportunity for gasoline to diesel.
From the first medium-sized diesel vehicle in 1980 to the first cooperative production of "steam to diesel" in 1981, from a loose joint venture with FAW in 1982 to a close joint venture in 1990, from factory renovation and expansion to the introduction of 5,100 tons of hydraulic presses, Qingqi worked hard, became self-reliant, and continued to seek faster development.
From 1968 to 1993, during these 25 years, Qingqi, like the automobile industry at that time, grew freely with economic development in a rugged environment, relying on hard work and dedication. Its keen market insights and corporate initiatives at that time also laid the foundation for its rapid development.
● Join the FAW Group family, develop faster and have a wider vision
After entering 1993, Jiefang Qingqi ushered in a major historical change. From joining FAW that year to moving to a new factory in 2014, Qingqi officially entered a critical period of rapid development.
"Entering FAW Group is not just an adjustment of the company’s organizational structure. FAW Group has carried out a new upgrade in all aspects of product replacement management, talent system training, supply and marketing system upgrade, etc. The group’s more than 40 years of automobile manufacturing experience has been input without reservation, so that the development speed and quality of Qingqi have been qualitatively improved." Talking about this history, Li Sheng has light in his eyes and is grateful for the help given by FAW Group.
In 1994, the first batch of "Liupingchai" rolled off the assembly line, opening a new era of liberation flathead, marking the rapid completion of two product and management changes for Qingqi; in 1996, it achieved its first annual production and sales of over 10,000 vehicles and its first overseas export; focusing on market demand, it successfully planned and launched a series of industry-leading products such as Yiwu Box, Dawei, Sansai, Tiger V, and new V cards, and built a full range of heavy, medium and light, clean energy and new energy products pattern; in 2010, Qingqi’s annual production and sales exceeded 140,000 vehicles, and it was listed as one of the top ten economic events in 2010 by Qingdao; in August 2011, the Jimo factory laid the foundation stone and opened another brand-new liberation Qingqi.
It is worth mentioning that at this stage of development, most domestic truck companies were still in a period where the manufacturer had the final say on what products to produce and what to sell. Qingqi had begun to build a digital management level (called informatization at the time), that is, through market research and investigation to gain accurate insight into the production of truck products that meet market demand, and the order-based marketing method was initially established.
During this period, the rapid development of our country’s national economy, the rapid increase in truck sales, coupled with the enterprise for each employee’s salary and benefits, competition mechanism and other planning are very clear, every employee is full of energy, in the right time and place under the joint role of people to achieve the rapid development of Qingqi, and began in the brand development, personalized needs and other aspects of forward-looking considerations.
● 55th Anniversary Answer Sheet, Leapfrog Development New Journey
After entering 2014, looking at the major development events of the company over the years, it can be said that every year, every step has been taken, and Qingqi has entered a period of development that spans growth.
In 2014, the new Jimo factory with an annual output of 100,000 commercial vehicles was completed and put into production, and the new JH6 and J6F light trucks were launched; since 2016, the market position of medium and heavy trucks has been continuously improved, and the growth rate of light vehicles ranks first in the industry. Overseas exports and new energy sales have achieved a new leap, with an annual output of 293,000 vehicles and an annual sales volume of 56.40 billion yuan.
In September 2022, the FAW Jiefang Qingdao base R & D capacity enhancement project started, opening the prelude to the construction of the liberation of the new source of innovative technology; in 2017, the Qingdao vehicle division was established, and the IPD reform was officially launched in 2022; in January 2023, Qingdao medium and heavy vehicle product line and light vehicle product line were established.
On June 27, FAW Jiefang Qingdao Automobile Co., Ltd. ushered in the "55th anniversary of the establishment of the factory and the important moment when the 2600,000th car was rolled off the assembly line, and began to write a new legend.
● A virtuous circle has been formed, and Qingqi’s "small goals" demonstrate corporate responsibility
After experiencing the hardships of entrepreneurial culture, the study of business philosophy, and the construction of enterprise software and hardware strength, now Qingqi finally has the strength to build a true sense of corporate culture. The corporate culture mentioned here is not only the employees of the main engine factory, but also includes truck users, dealer teams, supplier partners, and truck participants in every chain. According to Li Sheng, the future will be an important period for the high-quality development of Qingqi.
To give a few simple examples, Qingqi’s 55th anniversary event awards site, an old friend who has cooperated for 54 years came to the stage to be honored; on the family event day in the afternoon of the event, you can see the family members of employees in the game and interaction with happy smiling faces; in the past two years, when the market was cold, Qingqi reached out to dealers in distress, without giving up any partners who fought side by side; and suppliers adhered to the business philosophy of win-win cooperation and adhered to justice and fairness.
In the face of changes in users’ car needs, Qingqi proposed the concept of "truck home furnishing", paid attention to the problem of truck drivers going to the toilet, and launched the Yingtu series of products, which increased the professional dignity and happiness of truck drivers; the market was seriously rolled in, and launched fuel-efficient, lightweight, and more stable truck products; in the face of the sudden explosion of the gas vehicle market in the first half of the year, it quickly approached the market demand and responded in a timely manner, so as to win the market opportunity and greatly increase the brand share… There are countless examples of this.
It is precisely because of this philosophy that over the past 55 years, Qingqi’s Moments have continued to grow, employees’ happiness has been satisfied, and user satisfaction has continued to improve. While achieving others, they are also achieving themselves. With strong cohesion and high recognition, profitability can be easily realized.
Qingqi, which has achieved commercial success, will continue to break through in new markets. Near the end of the interview, Li Sheng told us about a "small goal" set by Qingqi: by 2030, to achieve a 50% share of the clean energy market, one-third of the products are exported overseas, and support the 100 billion commercial vehicle industry chain in Qingdao. He believes that with the efforts of the new generation of Qingqi people, this goal will be achieved.
● Afterword
After 55 years of ups and downs, Jiefang Qingqi has grown from a sapling in the wind and rain to Chang Qingsong who is not afraid of the wind and rain. Striving for the first place and leading the way, Jiefang Qingqi will continue to be committed to innovation and change, and make greater contributions to the development of the automobile industry and the national economy.
