Guo Rui, a former Honor executive before Zhi Jie Auto's change of commander, became the chairman of Zhi Jie

On April 30, we learned that Anhui Zhijie completed the industrial and commercial information update, and Guo Rui became the legal representative and chairman of the board. As a manager with experience in P&G, Huawei, and Honor cross-industry brand trading, he plans to promote the intellectual world from "technological leadership" to "brand leadership". According to public data, Guo Rui graduated from the School of Information Science and Technology of Peking University with a doctorate in science. In his early years working on quantum computing, he published papers in Physical Review, the leading journal in physics, and attended the Nobel Prize Congress as a representative of young scientists. Later, he transformed into the commercial field and is now the chairman and chief executive officer of Zhijie Automobile. Guo Rui began his career in the fast-moving consumer industry. He has been responsible for brand and market-related work at Procter & Gamble, Huawei and other Fortune 500 companies, and has accumulated brand operation experience in the field of consumer products. In 2017, he joined Huawei Terminal and served as the chief marketing officer of Greater China. He was deeply involved in the transformation of Huawei mobile phone brands into high-end markets and was responsible for the overall brand strategy and marketing work in Greater China. In August 2021, he joined Honor after independence as a member of the founding team, and successively served as senior vice president, president of brand marketing system, and group chief marketing officer. He also joined the company's EMT (operations management team) and investment committee. During his time at Honor, he built a brand marketing system covering more than 100 countries and regions around the world, and coordinated and managed brand, public relations and marketing work in eight regions around the world. Industry insiders said that Guo Rui's Huawei/Honor background has brought scarce high-end brand operation capabilities to the intellectual world, complementing Zhao Changjiang's marketing execution capabilities, and combined with the underlying support of Huawei Technology + Chery Manufacturing, it has built the cornerstone for the Intelligent Brand 2.0 strategy. However, the key to achieving the leap from "leading technology" to "leading brand" is whether Guo Rui can quickly translate the brand methodology in the consumer electronics field into practical achievements in the automotive industry, and whether the intelligent world can create a truly differentiated product experience. For consumers, this means that the smart world may launch smart cars with more brand characteristics and better understanding of user needs in the future.