Owl Auto (ID:owlauto) reports, organizational structure changes on DingTalk happened in early April. Many Great Wall employees stationed overseas noticed they were suddenly transferred out of "Great Wall International Trade" and reassigned to "Great Wall Motor Co., Ltd.". Immediately, labor contracts were also re-signed.
For this group of people stationed overseas for years, this does not seem like a simple IT system adjustment. Some feel it is more like Baoding headquarters reeling in the rope.
By mid-June, another news broke: Great Wall Motor International President Shi Qingke is resigning, replaced by Brazil-Mexico Region President Zhang Gengshen.
Looking only at overseas sales, these two events are counter-intuitive. In the first five months of 2026, Great Wall sold 231,000 vehicles overseas, up 46.2% year-on-year. This growth rate is quite eye-catching in the industry. Yet right at this time, the top leader who built the overseas business is leaving, and everyone can see the position behind him has been dismantled into pieces.
Shi Qingke is an old employee of Great Wall, worked for over twenty years. Overseas from nothing to something, from Russia Tula factory to Thailand Rayong factory, then to Brazil Iracemapolis factory that went through acquisition and renovation, his shadow is behind all of them. Officially stating resignation due to "personal family reasons", but pulling timeline back to April organizational change, reason is not hard to guess.
Great Wall's previous overseas business was more like a team sent out. To let front quickly market, headquarters gave "Great Wall International" great autonomy, from R&D to production to sales, basically decided themselves. This strategy worked well in the early days — 2021 overseas sold only 140,000, by 2025 crossed 500,000 threshold in one go, relying on regional flexibility.
But as sales grew, problems followed. Different markets fighting for share, strategies different, brand image sometimes chaotic even to insiders. R&D thought a config good, sales said local didn't sell, two sides often at odds.
Wei Jianjun obviously didn't want to go on like this. Overseas from hundreds to hundreds of thousands, no longer guerrilla, need corporate army management.
So April adjustments happened. New structure no overseas top head. Taking Russia example, local R&D, factory management, sales report to Baoding HQ three different VPs respectively. Former Russian President Zhang Junxue transferred back domestic.
Plainly, Shi Qingke's "International President" job split into pieces, even if he didn't leave, no corresponding seat.
Zhang Gengshen taking over not unexpected. He stayed in Brazil-Mexico region long, Brazil factory from acquisition to renovation to supply chain, all pushed by him. Great Wall values most person who can penetrate complex market. But Zhang Gengshen role after taking over different from before — regional heads only sell cars from now on, backend R&D, supply chain, after-sales all managed directly by Baoding.
Wei Jianjun building a direct control overseas large middle platform in Baoding. Using past words, this is called centralizing control.
Intention of this, at least two layers. First layer preparation for future. Wei Jianjun generation private car bosses, eventually face handing over issue. Better not bind overseas to single capable person, but return decision power to HQ, rely on system not individual. Second layer risk prevention. Now overseas full of anti-subsidy taxes and trade barriers, if regions decide independently, really happens, HQ even shipping coordination too late.
Great Wall current situation, domestic sales dropping, but overseas skyrocketing. This April, overseas sales accounted for almost half of total. In other words, overseas Great Wall only engine moving up.
So HQ direct management, at least core resources — like Zhang Gengshen who won battles — accurately invested to most critical markets, like Latin America.
But doing this has obvious risks. Biggest risk efficiency. Baoding not Shanghai not Shenzhen, recruiting enough international high-end talent not easy. Future cars compete intelligence and software, if every decision feedback from frontline to Baoding, then layer by layer approval, likely wait until approved, market window closed.
Previously a regional president seeing local competitor lower prices, could directly decide to match. What later? First write report, wait HQ meeting, then wait departments countersign. This loop down, least three five days, it's too late.
How to find balance between power consolidation and flexibility, is Wei Jianjun unavoidable question.
Shi Qingke left. Not just old person leaving, more like Great Wall Overseas "barbaric growth" page turned. Wei Jianjun chose familiar military management, stitch overseas business back into Baoding HQ body. This move succeeds, Great Wall chance to truly become global player. If move fails, too long command baton might also strangle frontline.
But one thing set: even if send away old general made great contributions, Great Wall determined to hold overseas lifeline back in own hands.
© 2024 Bitauto.com. All Rights Reserved.
Bitauto (www.yiche.com and www.bitauto.com) is one of the most visited automotive websites in China. We provide detailed info on Chinese car brands available in your area. Please note that the information provided on this website is based on publicly available data and is for reference only. It may not be fully updated or accurate at all times.
