Have a 35-year history of "Dongfeng", because of a thorough female multi-graded survival path, has basically transformed into a finance company that can obtain car investment income. Is the joint venture is the split start? What is the deep cause of dominant loss?
On September 28, 2004, a large performance was held in Hubei Shiyan, 500 kilometers away from Wuhan. This is an important event that Dongfeng Motor Company (Tongfeng) is carefully planned to celebrate its 35th anniversary of its creation. In order to pursue the grand enthusiasm of the scene, Dongfeng once hoped that "Xinxin" art group came to join, and did not receive the central high-rise, the final specification was slightly low.
"The same song" performance group came to the car in the mountain.
As a fifth leader in Dongfeng, the 49-year-old Miao Wei should face the sixth company birthday in him? Since July 1, 2003, Dongfeng Automobile Co., Ltd. (referred to as Dongfeng Co., Ltd.) has officially operated, in addition to a joint venture, in addition to a joint venture, in addition to a joint venture, in addition to a joint venture company. The Chinese Second Automotive Manufacturing Factory of the year has basically transformed into a finance company that can obtain car investment income.
At this time last year, the frequently exposed Miao Wei in various occasions appeared confident. In the first half of this year, the overall performance of Dongfeng suddenly landslide, and the main indicators did not complete the booking goal, especially the dragon car was again weak, and Nissan sedan started to save back in Japan. What is even more embarrassing is that Changan Automobile and Beijing Automotive sales exceeded Dongfeng cars from July to July this year. As China's old model car group, the third position of Dongfeng is considered to be unbreakable. At the end of July, Miao Wei called the leaders of the joint venture companies to Wuhan, specializing in the general manager's office to expand the meeting, and discussed the operating situation in the first half of the year.
Perhaps the reflection of a woman in the Chinese auto industry. Chinese cars have a lot of women to marry, but there is no more than a love as Dongfeng. Pi Yichi, the chairman of the Volkswagen, said: "It is difficult to share partners with others." In fact, multinational cars advance China is not required to support localized support of China, but face The subject is a joint venture company and a large number of Dongfeng, what kind of help can they expect?
A person's energy is limited, and a company's energy is limited, how can Dongfeng you can play with many multinational car companies in your hand? Today's Dongfeng has not yesterday's Dongfeng, Miao Wei's specific operation of the joint ventures of Dongfeng has no much practical intervention capabilities, although the relevant people of Dongfeng Motor Company Headquarters have repeatedly expressed deeply representation of "global entrepreneurs", if Chairman of Miao, is looking for the general manager of the foreign party, and the other party is still very nervous.
In mid-September, Dongfeng excluded the obstruction of joint venture, especially good joint ventures, submitted to the Hong Kong Stock Exchange to packaged all joint ventures packaged. In order to be listed, Miao Wei reduced the total investment amount, less than 1 billion US dollars. The overall listing is the last part of this Dongfeng's helmer, and has an attempt to strengthen his own control. It is said that Shenlong Company is preparing to sell its model car sales station in Hanyang in order to reverse the losses in the first half of the year, and simultaneously let it be in the share of the logistics company.
Perhaps the time to evaluate the changes in Dongfeng Motor Corporation is not as early as fashion, but this cannot be the word of Dongfeng to fade in the situation. An important judgment in the automotive industry is that Dongfeng will be difficult to see the independent presence of a strong hope because of the future of all the women's more thanks.
Embarrassment
On September 19th, the new headquarters base of Dongfeng Automobile Co., Ltd. was founded with the Dongfeng Headquarters, which has been taken to work, is in Wuhan Economic Development Zone in Hanyang. At this point, I will finish the joint venture for Dongfeng Automobile Co., Ltd. has been more than a year.
The founding of this company is the most important work of Miao Wei Dongfeng Motor Company. To some extent, it is the whole of Dongfeng. Dongfeng put 60% of the assets (one saying is 80%), which means all core commercial vehicles, including the core truck, and equivalent to 8.35 billion yuan to put it in the joint venture - this Dongfeng is limited It is called a new Dongfeng by the outside world. The overall joint ventrait of this Chinese car has never had a head of the year in 2003, and he even called the business elite in front of the times. But like we have seen in many joint ventures, the Chinese claims have been lost in the limited number of Dongfeng, and Miao Guozu is in the case of the privilege of the prison, and does not play the role he envisaged.
The so-called office worker system is to consist of the core layers of the joint venture by the two sides of the parent company. Hundreds of people have each other, and these dispatches do not take the joint venture. They have signed a labor contract with the parent company to accept the female assessment. The purpose of this move is to let them be able to protect the interests of joint ventures during the conflict, but will not worry about being deserved, expel, after all, the joint ventures are inevitable in culture, interests, etc.
Miao Wei believes that this is the experience of Dongfeng's summary of foreign cooperation in the years. However, the positions of the two parties negotiated to make Dongfeng's faults have their tables. According to the joint venture contract, Dongfeng Co., Ltd. is a president by Miao Wei, Nissan's Nissan, and seven vice presidents, three of whom from Nissan, 4 from Dongfeng. In fact, the core position of Dongfeng has almost all taken by the Japanese. Even if the Dongfeng's office is boldly, it does not help.
For example, the company is critical to budgetary departments and planning departments, and their voice is completely in Nissan. The Minister of Dongfeng Limited Business Plan is the Chinese party, but there is also a business planned headquarters on the business planning department. In addition to the operational management department outside the business plan, the headquarters is the Japanese Party; the Minister of Finance Accounting In the middle of the Chinese, he does manage the budget department that is mastered by Nissan, but Dongfeng is limited, but the vice president of Nissan is responsible for planning finance, which is the headquarters of the planned finance headquarters of the specialist.
Emotians' level-of-empathy leadership was sent by China, but the Japanese side was sent to this department at the same time. The two departments have reported directly to the Japanese president, and there is no matter what is doing dancing and even giving a greece. In the face of the "two clamps" work situation, the Chinese people face "Global Entrepreneurs" and can only smile.
Many Dongfeng failed to remember this scene clearly. On the afternoon of July 24, 2003, 30 senior management personnel of Dongfeng Motors were all located to Dongfeng. Before the line, Miao Wei, as the Chairman of Dongfeng, asked them in cooperation with Nissan, to "introduce the situation of Dongfeng to the partner," should be more related to the partner's perspective. "
Miao Wei should also be implemented in his own way. Every time I go to Shiyan, Miao Wei almost never moved into his office building as the chairman of Dongfeng. "What is he doing?" An old qualification of Dongfeng is in response to the Chinese employees. The interpretation of Dongfeng Headquarters on the "Global Entrepreneur" is that Miao Wei passes the limited role of Dongfeng through the board of directors.
"It is not so much that Dongfeng is a joint venture with Nissan. It is better to have been acquired by the other party." There is a car industry, thus pulling Miao Wei as the general, "or like the British royal family, but has lost management for the country right."
Article 3
Miao Wei's "a female multi-married" thinking is rooted in the following judgment: he has repeatedly stated that the global automobile company that can survive independently in the future will be five or six, which is the main point of view of the international. "If these five or six are introduced to cooperate, the pressure of competition will become a power of cooperation, this is a win-win strategy." This is actually a third road that China Automotive Industry. Walking on this road, it is basically tied to all the family's multinational corporations that can live well, share harvests. And the other two roads are either fully cultivated to cultivate research and development capabilities, independent, such as Chery, such as Geely; either despite joint ventures with the outside, but also keep the space of the car, such as FAW For example, on the air. Can not be denied, Dongfeng also retains Yunnan cars and four flat cars that have not been received by Dongfeng, but this is the assets that are seriously external, and Dongfeng off-road vehicles and electric vehicle projects belong to the body. . At the end of the root, "Dongfeng put the commercial vehicle into the joint venture company, is equal to giving up my existence, equivalent to giving up the development of the automobile industry," said a car analyst who is unwilling to name, "Now Dongfeng has Dongfeng Citroen, Dongfeng Peugeot, Dongfeng Honda, Dongfeng Yueda Kia, Dongfeng This, Dongfeng is, but there is no name, even in Dongfeng limited, this commercial car is launched on the logo of Dongfeng, but how many What is the right? "
No doubt, Miao Wei actually chose a most powerful road. "After the joint venture, you can think of the remaining claims, what research and development, what is looking for the market, all the problems considering the people," one technician with limited east wind told "Global Entrepreneurs". Therefore, in July 2001, when more than a dozen of Dongfeng Technology Center designed Elysee's research and development engineers, Dongfeng neither retaining, and did not express my distress.
Dongfeng's Kaishan Nasal ancestor is the old senior in the Chinese auto industry, and he created the difficult building in the Qinba mountain since 1969. For historical reasons, construction is not successful in 10 years. At the beginning of 1980, the relevant state departments notified that Stea-Auto-creating, which actually implicates the plants. He was awarded that Huang Zhengxia in the factory was striving to win, and finally obtained the approval of Li Xianji, "self-funding, continued construction of two steam" at the time of "not investment, as long as policy". Huang is not only led to Diqi to go out, but also attempted to on the light truck project, but because policies that demanded the two auto-moving vehicles to violate rather than approved. Subsequent Chen Qingtai let Different steam times a smooth day.
In 1992, the Fourth 20 was renamed Dongfeng. The successor is facing a severe situation. The company's joint venture with French Citroen has encountered a huge loss. The Ma Yue begins to borrow money in Xiangfan, which is a light card project that meets the market demand at the time. At the same time, with Honda to cooperate in the south. Positive efforts did not have gains, and the next step was announced in early 1999. Has been a 2-year East Breeze Secretary's Miao Teng. In that year, *** inspected the difficulties in difficulties, gave a total of 20,000 yuan of military orders with a total price of 1.6 billion yuan, and payd the car first, so that Miao Guo was difficult to get it, and the profit was 017 million. yuan. Subsequently, the development of the country's economy has made the product structure of Dongfeng past medium-heavy trucks from disadvantages, and the company's development of outline is rapid. By 2002, the profit as high as 5.85 billion yuan, and continued to increase to 6.1 billion yuan in 2003.
Since then, Miao Wei has a reputation. This blessing immediately discovered that "according to our existing strength, it is not enough to compete with multinational companies. This is a realistic reality, from R & D capabilities to production scale, and then to brand value, we all have gaps. "For Dongfeng to continue to survive, comprehensive joint venture is his most valuable thing, or what he said" is at this stage. " After that, the path of Dongfeng is completely designed with Miao Wei: cooperation with Yueda, cooperate with Nissan, working with Honda, and working in progress with Renault. If you add a previous cooperation with the PSA Peugeot Citroen Group, Dongfeng's vehicle partners can list the most China Motors, which is still not counting the company's engine joint venture project. However, after the overall joint venture between Dongfeng and Nissan, Miao Wei immediately organized the human horse to express the "Dongfeng Mode Seminar", and intended to emphasize the business number of the joint venture company is still Dongfeng, and Dongfeng business car is still using Dongfeng Shuangfeiyan brand. Recently, Miao Wei also began to advocate the possibility of independently develop and use passengers, and set the timetable as Zhu Yanfeng. It is about 10 to 20 years. However, a technician inside Dongfeng is not polite to the "Global Entrepreneurs", and after 20 years, the lily is cold.
Fatal gambling
I don't know if I have a few years, Miao Wei will regret it for the original Nissan.
Nissan was preparing to and Dongfeng joint ventures. Just like all other multinational car companies, establishing a joint venture production base entering China in China, which did not move the brain of Dongfeng commercial vehicles. However, the National Economic and Trade Commission has rejected this simple joint venture program, and Nissan retreats to the next China's overall joint venture plan. Li Rong, director of the State-owned Assets Supervision and Commission, believes that Nissan CEO CEO from Renault, France, Gob, a decisive role in this matter, "If there is no such thing, this thing is absolutely not yet."
An important intention of the government is to take this opportunity to thoroughly include business, debt, assets, etc. in the depths of the mountains - Dongfeng in the depths of the mountains. And the reason why dare to give Dongfeng to Nissan Restructuring, but also because the government's high-level look at the reorganization experience of Gorn Revitalization Nissan. The Dongfeng section has reached this purpose. Through joint ventures, its auxiliary industry is not spoken out, they or to the two management departments of Dongfeng Shiyan and Xiangfan, or simply handed over to the place.
Although there is a high-level high-level high-level, "Global Entrepreneurs", it is not to make such a joint venture, similar to the main aid separation can be done. However, undoubtedly the overall joint venture provides the most ideal opportunity, not to mention, due to the limited registration of Dongfeng limited to Wuhan, Miao Wei is in the military to move the headquarters of Dongfeng from Shiyan, this is his former But there is no ability to do it.
Dongfeng really needs to worry that Nissan may not intend to develop Dongfeng's commercial vehicle business. There is an internal person who is unwilling to name the name tells the "Global Entrepreneurs". In the past year, Nissan has no substantive contribution to Dongfeng commercial vehicles, and the opposite also cuts a lot of similar projects. "Be the budget, do planning, all controlled, all of them, they all put it, they are all in business, they will be fortified. Today, Dongfeng business car is not atrophy?"
Perhaps this is not Nissan unwilling to strengthen the Dongfeng business car, which is well known, in this area, this car company is in general, the advantages of Nissan diesel car are on the light card, and the other have not seen it. However, the golden era of light trucks has passed in China. The most important trucks of Dongfeng's limited commercial use is now in the future, heavy trucks in the future, in this regard, in this regard, it is just focusing on the basic technology of importing Nissan.
If the Dongfeng business car is relied, it is the joint venture between Liuzhou Auto Factory and Renault Truck in the future of Dongfeng Limited. The Renault Motors that control Nissan 44% now account for 20% of Renault trucks, most of which are in the Walvo car. Renault Walvo and Liuzhou Automobile's cooperative projects are holding tight negotiations. In the future, the joint ventures of Liuqi and Renault truck will focus on heavy truck items of more than 15 tons. Sino-Village has been disclosed, its products may play both Dongfeng brand and the Renault brand, some extent, this is a subversion of the so-called Dongfeng limited commercial vehicle playing Dongfeng brand. In the past year, Nissan's operations can be seen from Dongfeng commercial vehicles, such as vigorously implementing the management of QCD (pay attention to quality, cost and delivery), requiring every employee to develop fine to every day. plan. On November 24, 2003, Dongfeng Automobile Co., Ltd. announced the 3-way plan of the mid-term career: 2007, sales and sales revenue increased by 2 times (620,000 sales volume, sales income of 80 billion yuan); 2 The profit margin of the bits (operating profit margin is 10%); 2 partners - the integration and harmony between Dongfeng and Nissan. Commercial vehicles rank among the top three worlds; passenger cars become one of China's best brands.
The specific distribution of 62 million vehicles expected to sell in Dongfeng's limited future is that commercial vehicles will increase from 2.26,000 annual sales in 2003 to 320,000 in 2007. The passenger cars grow from 74,000 to 30. Ten thousand. Obviously, Nissan is putting the weight on the passenger car. When I got the joint venture, the two parties agreed to build a new plant without adding new production capacity, just using existing stock assets. The fact is that Guangzhou Huadu has added a new factory for 150,000 passenger cars in early June this year.
But Nissan's passenger cars in China is not optimistic. Before the joint venture with Dongfeng, the blue bird of Nissan is in the name of Fengshen Bluebird in Taiwan Yulong and Dongfeng's joint venture, but after the Nissan takes over, the sales volume is more. The Sunny car market launched after Dongfeng limited joint venture is reflected. In the first half of this year, the domestic sedan sales volume ranked, ranking ninth Dongfeng Fengshen Automobile (now Dongfeng Nissan passenger car) is squeezed out of ten, replacing it is FAW Toyota. The entire Dongfeng limited sales in the first half of this year is lower than the industry level, only 150,000 vehicles.
For this kind of dilemma, Miao Wei's old comrade of Dongfeng said that Nissan is not very strong as joint venture partners, but it is one-minded to seek development with Dongfeng. Dongfeng almost puts the future of Nissan, but can Goy, who have their own or behind, can you bear such a heavy responsibility?
Bluff
The problem is that Dongfeng can provide much value for its partners, especially Nissan. Any multinational car company should succeed in China, not only on its own strength, it also depends on its localization, strength, and speed, because most multinational companies don't understand Chinese and Chinese markets, no matter Is the adaptive improvement of the car or the development of the sales strategy, and cannot leave the Chinese support. Don't do this, then don't care how big your name is in the world, how much the brand's influence is, or how much core technology, in China, also fall into mud.
In China, there is no lack of such examples, Ford, Daik, and Peugeot has made a similar error. Therefore, multinational company's joint venture partners are very important, multinational companies need joint venture partners to help it re-accumulate knowledge and condense joint ventures. However, Dongfeng seems to give up such responsibility. This aspect may not control the limited dissatisfaction of Dongfei to the Japanese, and the other hand, Dongfeng may not have such awareness and ability at all. "I have a big paradigue, I have listened to the big paragraph." The old Qi Qi Automobile analyst, the old Qigue Auto analyst.
At this time, we don't even understand why Gorn came from Gorn in the Tokyo Auto Show at the end of the Tokyo Auto Show, which is equal to zero judgment. Although later Word, Miao Wei, it denied such a statement in different occasions, but this is obviously not a hole. Sino-Villages also shot this phenomenon when summing up the adverse scenario in the first half of this year. He said: "Part of the company's specific implementation department and some employees, always waiting for the instructions, and always hope that the actual problem facing the above instructions, the work initiative is not strong, and the problem is to solve the problem. "Why did Gorn dare to say that the Chinese role is equal to zero, not to look at some Chinese employees, is a low value to the value of the partners, see you there is no strategy, no thinking, you have not played in business accumulation. "An independent car analyst pointed out that" the foreigner came in China, and the Chinese cooperation is not the passive relationship between the belt and the wheel, but the bite relationship between the gear and the gear. "
Miao is of course strategic. In 2001, he established a new century development strategy "in incorporation of development, be strong and strong, and prioruous". But then he has replaced the strategy as "integrating development, competition cooperation", and no longer makes a big slogan. Jia Xinguang believes that the direct harm of this strategy is that all of these partners feel that you are not reliable, and Dongfeng's own ability to provide wisdom for these companies, don't say that Dongfeng is strong, these joint ventures are stronger .
In fact, on November 15, 2001, Dongfeng Company and PSA Peugeot Citroen signed the technical sharing platform intent for "21st century, participating in the international circulation", and the cooperation level of both parties has been promoted to cooperation with the PSA Group. And it is understood that in the Shenlong Company, Dongfeng has gained a large control, so the state-owned enterprises are full of falsis flooding this joint venture. Dongfeng did not intend to rectify the dragon. As a result, Shenlong is not optimistic whether it is product or marketing. In addition to the market in the market situation, the water rose high, it is a trough, and the surveillance loss of the first half of this year is 1.47 billion yuan. many.
Dongfeng Yueda Kia and Dongfeng Honda should be a "good child" that can make Miao wrapping. The development of the former is always higher than the industry average. It is dominated by the original secretary of Miao Wei, and Miao Wei said to this: "We only send 6 people in the past, fully master the leadership." The latter was established in July last year. It is based on Wuhan Wantong's basis to produce Honda CRV, such as the development of rolling in Guangzhou Honda. But only the two companies are difficult to laugh the overall development of Dongfeng. With the cooperation with Kia, Dongfeng has only a 25% shares, while Honda's largest partner is also Guangzhou car. As a competitor of Dongfeng many joint ventures, FAW Toyota's high-level on "Global Entrepreneurs": "In my eyes, only see Shanghai GM, Guangzhou Honda, and the Volkswagen in Guangzhou."
Many joint ventures are supported by Dongfeng as the existence of a car company. When these joint ventures are superior, Dongfeng can of course live a good day, and when it is not good, its foreign female may have another branch, just like American General Motors, using the SAIC Group and Shanghai GM Close Gold Cup. In fact, these joint ventures between Dongfeng are also playing between each other. When five or six hands are played together, the situation is hard to control. According to the current status of Dongfeng, Jia Xinguang believes that these automotive sections that form Dongfeng will gradually drift to Dongfeng, "If there is no strong uniform hub, four-point five cracked inevitable", he said, "even if the whole is listed."
