"Dongfeng independent brands in the 'big autonomy' strategy in the brand integration did not achieve the desired results, the brand does not compete between the high and low points of the disorder affected the overall development of Dongfeng Motor.
Prior to rumors for a long time the merger of FAW and Dongfeng news, has not been landing, the two groups in the coaching change 1 and a half years later, the overall development trend is not large. FAW is obviously more serious than the Dongfeng, therefore, the industry generally believe that the burden of Zhu Yanfeng to be more relaxed.
Zhu Yanfeng returned to the automotive industry from the political arena, since taking office in May last year, conducted a series of visits and research, leave the automotive industry after 8 years of return, Zhu Yanfeng than transferred to FAW Xu even more urgent. The reason is that the "mess" of the FAW more easily out of the results, and now the momentum of development of Dongfeng, to seek a breakthrough in the plate must be self-Kung Fu, because it happens to be Dongfeng Motor short board.
This year, Dongfeng Motor has carried out a series of personnel adjustments, including its main joint venture brands Shenlong Automobile, Dongfeng Honda and Dongfeng Nissan's top leaders have been adjusted. It is worth mentioning that the three joint ventures in the new "number one" are from Dongfeng independent plate transfer past candidates to independent executives led its main source of profit of the joint venture, the employment idea, apparently with the FAW, SAIC And Guangzhou Automobile and other state-owned automobile group, the joint venture executives transferred to the independent plate, to joint-stock refueling different autonomy, Zhu Yanfeng intention, the industry interpreted as further centralization of ideas, the purpose may be to further promote Dongfeng has been adhering to the " strategy.
Three major adjustments in the joint venture plate
In the industry for Zhu Yanfeng transferred Dongfeng Motor Company news, the most concern is the "airborne" Zhu Yanfeng how to master the Dongfeng Motor Company this ship, and the biggest opportunity seems to be from the Dongfeng Motor Corporation former General Manager Zhu Fushou due to disciplinary double open Demotion begins.
By the end of November 2015, Zhu Fushou was exposed due to discipline problems, by the Central Commission for Discipline Inspection investigation, by the end of January this year, the treatment of Zhu Fushou announced: on suspicion of serious discipline to accept the investigation of the original Dongfeng Automobile Company Party Secretary, General Manager Zhu Fushou, expelled from the party, administrative dismissal by the Dongfeng Motor Company by sector deputy (excluding department deputy) non-leadership positions work.
After six months of personnel selection, in July this year, deputy general manager of Dongfeng Li Shaozhu was promoted to general manager of Dongfeng Motor Corporation, Zhu Yanfeng new cooperation partner officially on stage, and this is just the beginning of a series of personnel adjustments. August 1, the former Dongfeng Motor Corporation International Business Division, Dongfeng Motor Group Co., Ltd. General Manager of the International Department of Suwei Bin as the General Manager of Shenlong Automobile Company. Some people in the industry believe that Dongfeng Automobile will be transferred to Suwei Bin Dragon's purpose is to speed up the internationalization of the pace of Shenlong Motors, but the top priority is to solve the problem of how the sustained growth after the rapid growth. In August this year, has just been promoted to the position of Dongfeng Liuzhou chairman of the way, as Dongfeng company party secretary, deputy general manager, Dongfeng Honda, chairman of the identity and the implementation of the Deputy General Manager Chen Binbin Dongfeng Honda third factory construction project After the launch ceremony, appeared in front of the media.
Chairman of the independent brand chairman of the joint venture brand, which is relatively rare in the history of the development of domestic auto companies, contact the end of November this year, the new Dongfeng Nissan Party Secretary Zhao Shuliang is also the position from the Dongfeng office director, Dongfeng Automobile's three joint venture now Dongfeng headquarters is in charge of people. Some analysts believe that this is Dongfeng experienced a series of anti-corruption issues after a strategy. At the same time, Zhu Yanfeng style of action has gradually clear: that is, the headquarters of the various sub - Sun 's situation should be strictly controlled.
Industry analysts on the Die Zeit reporter said, according to the previous Dongfeng Automobile anti-corruption situation, the more away from the headquarters of the joint venture control, the more serious the problem of discipline, which is somewhat "high mountains and the emperor" mentality on the inside, Series of personnel changes, Zhu Yanfeng strengthened the control of major joint ventures, in addition to thinking from the perspective of anti-corruption, more in order to better meet the Dongfeng "big autonomy" strategy.
The Achievements and Hope of the "Great Self - determination"
This year is Zhu Yanfeng to Dongfeng Motor Company chairman and party secretary of the first year.
Dongfeng Motor for the future development of ideas, Zhu Yanfeng that currently placed in front of the east there are three major tasks: new energy vehicles, independent brands, Internet auto-driving and other new technologies in the automotive industry applications.
If Zhu Yanfeng's main task in 2015 is to rectify the Dongfeng internal atmosphere, adjust personnel relations and prevent corruption and other tasks, then this year is to provoke the Dongfeng big self-reliant strategy of the burden. In the new "13th Five-Year Plan", the goal of achieving profitability has become the main target Dongfeng own brand. Zhu Yanfeng Dongfeng own brand appropriate to change the original product positioning, not simply to lower prices to enhance product cost, but rather rely on vehicle quality and quality of the overall upgrade to build the vehicle cost. Dongfeng Automobile had to take a large collaborative strategy, the popular, demeanor, Fengshen, scenery and other independent brands collaborative research and development, procurement and manufacturing. Dongfeng Automobile Party Standing Committee, Deputy General Manager Liu Weidong said that the ultimate goal of collaborative manufacturing there are two, in addition to industrial production, or to reduce costs.
For their own brand development, Zhu Yanfeng said: "and more than 10 years ago, (independent brand) now and the international gap has been greatly reduced.Independent brand to internationalization, backed by China more than 2000 million market, is our Of the denominator, but also the basis of my amortization of costs, including the joint venture brand for the cost of amortization of east wind.You come in to compete with Taiwan, I also hit abroad. "The industry analysts on the Die Zeit reporter said, Dongfeng Motor earlier Large independent collaborative strategy for the development of Dongfeng independent development has played a preliminary effect, but the effect is not obvious, the independent brand executives transferred to joint-venture brand leaders, perhaps to further open up the Dongfeng internal autonomy and joint ventures between All aspects of cooperation in ways to enhance the actual effect of joint ventures and refueling autonomy.
A Study on Profit
In 2003, the central independent innovation strategy, independent brands become meat and potatoes, various car companies have launched their own brand projects. When FAW Group General Manager Zhu Yanfeng, independent research and development, build their own brand "to endure loneliness for 20 years." Now ten years later, the loneliness of the auspicious development, Chery in their respective fields and achievements on the road.
Zhu Yanfeng said that when the Chinese car and the international level of the car a difference of six generations, a generation of research and development needs three years, that is, eighteen years; in addition to make a feasible planning and training and reserves, which need to take a difficult The long way. Devise strategies not shout slogans, recognize the gap, down to earth learning, catch up. "In addition, I stressed that the group to achieve a large enough scale to form the scale of efficiency, parts can be synchronized development, together to reduce costs." He said.
Dongfeng Motor 2012-2014, according to financial reports, Dongfeng's own brand of product development costs increased year by year, while the overall sales less than expected. R & D costs of a single model is difficult to dilute, bicycle prices do not go down. In the case of high cost-sharing to rely on lower prices of products to seize market share, its own brand in the loss has become difficult to avoid the situation.
At the same time, Dongfeng own brand earlier in order to occupy market share, has launched in a number of sub-brand positioning difference is weak, the internal competition was a variety of models. In addition to competition within the model of R & D and investment in the existence of overlap, but also because of low-cost models focus on internal competition and other factors affecting the consumption of Dongfeng own brand brand power development.
Dongfeng Motor insiders have told reporters on the Die Zeit, Dongfeng's stalls, various bases and branch offices in the field of passenger cars would like to share a piece of the relationship between competing nature is not to give up, there is no specific layout and coordination of these After the project, for the Dongfeng Motor Group, in fact, or a waste of resources.
Automotive analyst Zhang Zhiyong also told reporters on the weekly newspaper the same view: "Dongfeng own brand in the 'big autonomy' strategy in the brand integration did not achieve the desired results, there is no competition between the brand under the influence of disorderly competition The overall development of the Dongfeng Motor.
Although the Dongfeng Automobile Fengshen, demeanor, fashion, scenery and other independent brands into a specific location, but there is not a sub-brand product force can work independently.
And a number of sub-brands have now formed an independent business model and the interests of the current Dongfeng Automobile to take the collaborative research and development, collaborative procurement and other measures can alleviate some of the cost pressures, but this does not directly enhance product quality and brand power .
To achieve cost-saving loss reduction, Dongfeng Group, how to build the difference between the respective main board will be Zhu Yanfeng "loneliness", the development of independent brands an important test.
Post a comment
Hello guest, care to post a comment?