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According to media reports, the foundation and signing ceremony for the Dongfeng Renault joint venture passenger car project will be held in Wuhan. The total investment of the project will have been expanded to 11.10 billion yuan from the previous 7.21 billion yuan. The reason for this result is that the SASAC has approved the request for the transfer of Dongfeng Motors and Sanjiang Renault Equity Agreement at the end of May, thus clearing the final obstacles to the Dongfeng Renault joint venture project.
The author calls the relevant person of Dongfeng Group and the reply is: Dongfeng Group is actively promoting Dongfeng Renault joint venture restructuring project, and has submitted to national relevant ministries for approval. Preliminary results of the reorganization of the joint venture project have achieved initial results. Details will be announced in the near future.
Although the Dongfeng Group conducted a low-key handling of the matter internally, the media also raised such misgivings: Since the beginning of 2011, the Chinese auto market has entered a stage of slight growth, missed the "Golden Decade" high-growth bonus, and there is still much opportunity for the Chinese auto market to leave. Later Renault?
Why does Dongfeng love Renault?
It stands to reason that Dongfeng is not short of joint ventures and brands as the old "2nd steam." Compared with other large state-owned automobile groups, Dongfeng currently has the most joint ventures and brands. According to the national automobile joint venture policy, a domestic car company can only be a joint venture with two foreign car companies; a foreign car company can only be a joint venture with two car companies in China. This is the so-called "one to two" principle. Dongfeng Nissan, a joint venture with PSA, and Dongfeng Nissan, a joint venture with Nissan-Reynolds, are its two major joint venture auto companies. The joint ventures such as Dongfeng Yueda Kia, Dongfeng Honda, and Dongfeng Yulong have all been established by means of mergers and acquisitions, restructurings, and shares. Including Zhengzhou Nissan, it is also included in the Dongfeng Nissan system through mergers and acquisitions. If Dongfeng Renault successfully joins, it will also be achieved indirectly through the acquisition of equity in Sanjiang Renault.
The author analyzes that the reason why Dongfeng is in love with Renault and his ten years of poverty is based on the following four considerations:
The first is to form a true iron triangle with the Nissan-Renault alliance.
In 1999, Renault took shares in Nissan. To the surprise of the industry, although Renault’s share of Nissan’s shares reached 43.4%, it is an absolute holding, but the cooperation between the two parties is not mergers and acquisitions but cooperative alliances. In turn, Nissan holds a 15% stake in Renault.
The two parties share the product design and production platform, which reduces production costs and increases the utilization of assets; product planning on a unified platform enables product coverage to the market to be more fully; and uses their respective R&D strengths to jointly improve the technology. Competitiveness; Combining the logistics systems of both parties, establishing a more open and broad auto trade service channel, etc.
In 2001, the company's comprehensive operating profit reached 3.92 billion U.S. dollars, consolidated after-tax net profit was 2.97 billion U.S. dollars, and the plant operating rate increased from 51% to 75%. Nissan Co., Ltd. was transformed from a struggling enterprise into a sound enterprise.
The two sides will establish more joint ventures and the scope of cooperation will also become wider and wider. The two sides will integrate production platforms in a broader scope, develop comprehensively, and increase the versatility of the production line; common procurement will increase the proportion of both parties’ total purchases and will directly reduce costs; they will continue to use them. The current position of both parties in their respective advantageous markets helps the other party to establish a firm market position in the shortest time and jointly increase its share in emerging markets and global markets.
　 The success of the Renault-Nissan Alliance further gave birth to the determination and confidence of the joint venture between Dongfeng and Renault.
Not only did Dongfeng and Renault’s joint venture have been practicing for 10 years, but this year, the Dongfeng-Nissan joint venture also counts as a joint venture that has been established for 10 years and has been described by the industry as “the most harmonious and loving coupleâ€.
A joint venture with the second enterprise of the Renault-Nissan alliance will allow Dongfeng and the two companies that are rising in strength to truly form an "iron triangle" to realize the "Dongfeng" domestic market strategy and internationalization. Ambition.
The second is to compete with the first group of passenger vehicles.
At present, domestic passenger cars are controlled by Shanghai Volkswagen, FAW-Volkswagen, and Shanghai GM. They are owned by SAIC and FAW. Dongfeng’s joint venture, Dongfeng Nissan, is currently in the second camp, and Shenlong and Dongfeng Yueda Kia are in the third tier. As the saying goes, fight brothers and sisters and play with father and son soldiers. Volkswagen has North and South Volkswagen, GM has Shanghai GM and SAIC-GM-Wuling. The establishment of Dongfeng Renault will join forces with Dongfeng Nissan to launch an attack on the First Army.
Dongfeng has already achieved the first place in the commercial vehicle field. If the passenger vehicle field surpasses SAIC and FAW, then Dongfeng will undoubtedly be the leader of the Chinese automobile industry.
The third is to further form industrial clusters.
Dongfeng Motor Group currently has 10 bases in the country, namely "4+2+4": Wuhan, Shiyan, Liyang, Guangzhou; Zhengzhou, Yancheng; Liuzhou, Hangzhou, Chongqing, Changzhou.
At present, the Dongfeng Motor Industrial Park in Wuhan's Hanyang has production bases for passenger cars such as Shenlong, Dongfeng Honda and Dongfeng Fengshen. Coupled with Dongfeng Renault, it further expanded its industrial clusters and formed various advantages such as R&D, parts and components, and logistics.
The fourth is the strategic goal of expanding expansion.
In Dongfeng's "Twelfth Five-Year Plan" development blueprint, there is a goal to "strengthen excellence, build the best domestic and world-class automotive manufacturers", and at the same time improve the capabilities in five areas: focus on improving international competition. Strengthen the ability of independent innovation, foster first-rate independent brands, focus on improving international operation capabilities, focus on improving the competitiveness of talents, focus on improving the ability of harmonious development, and the operational scale determined by Dongfeng is based on high quality and sustainable development. Move toward 5 million vehicles.
From the above, we can see that the pace of internationalization of Dongfeng has been accelerating, and the strategy of expansionary expansion has gradually become evident. With the Renault-Nissan Alliance, it is possible to borrow ships to go to sea and achieve its internationalization strategy.
Is Dongfeng Renault really uncertain?
Dongfeng and Renault’s joint venture negotiations can be described as “marathonsâ€. After being started in 2003, it has undergone several suspensions and restarts. The dust has finally settled to a date of 10 years. Even if we have overcome many difficulties and even cleared up the last obstacle, we are still not optimistic about the media. So is Renault Renault really predicting the future of the media?
The author has confidence in this joint venture project. The author believes that Dongfeng Renault laid the foundation for the odds in at least the following four levels:
One is standing at a higher starting point.
Currently, Carlos Ghosn is the CEO of the only two car companies in the world. Renault-Nissan CEO Carlos Ghosn said recently that with the completion of the acquisition of Volga in 2014, the Renault-Nissan Alliance's annual sales volume will reach approximately 10 million units by FY16 (April 2016 to March 2017). .
So far no global car company has achieved sales of 10 million cars each year. According to the expectations of the auto makers, Renault-Nissan may become the four members of the “ten million clubs†with Toyota Group, General Motors, and Volkswagen. The fierce competition for rankings will further intensify.
In addition, PricewaterhouseCoopers expects global car sales to reach 106 million units in 2018, far exceeding the 80 million level in 2012, of which the top five sales groups will account for nearly half of the shares; GM, Toyota, Volkswagen and Renault-Nissan It will be significantly higher than 10 million, and Hyundai-Kia will approach that number. All of the above giants will launch a number of general-purpose platforms, each based on the annual production of more than 1.5 million models.
China is currently Nissan’s largest single market and largest producer, but Renault’s development in China has lagged behind. Nissan plans to increase its share in emerging markets in the future, including China, Mexico, Brazil and Thailand. Renault will also promote business development in China and the current Dongfeng Renault joint venture project will enter the final stage of approval.
The proportion of Nissan’s sales in the Group continues to rise, while Renault’s sales show a downward trend. In 2000, the global sales of the two companies were similar, with 2.63 million vehicles for Nissan and 2.35 million for Renault. The joint venture with Dongfeng will increase Renault's sales.
Unlike other joint ventures, which have gradually accumulated brand and reputation, the Dongfeng Renault has already stood at a very high starting point once it is put into operation.
Renault imported models have already had a lot of sales in the country, and there are nearly one hundred dealers; Dongfeng Renault will follow Dongfeng Nissan, and Dongfeng Nissan has leapt to the top four in domestic passenger vehicle sales, laying a good foundation for Renault Renault.
The second is to force the joint venture product and quality.
The core of an automotive company is what kind of products are offered to consumers. Dongfeng and Renault certainly know this truth. To quickly gain a foothold in the market and open up the situation, joint ventures will introduce high-quality, best-selling models to the market.
From the Dongfeng Renault plant report, it is known that the plant will start production of an SUV and an MPV model, of which the SUV is the Koreo model. Koreo is Renault’s most popular model, and its sales accounted for Renault’s sales in China. More than 90% of total sales. The prices of domestically-made imported portals and the good reputation they have accumulated will both promote Dongfeng Renault's brand awareness and sales volume after domestic sales.
Reynolds proud of domestic models will carry two engines covering 2.0L and 2.5L, its 2.0L models made after the introduction of domestic prices is expected to drop to 180,000 yuan, to rivals CR-V and RAV4 and other models on par.
The pre-sale price of the new 2.0L model is expected to drop by about 2 million compared to the 2.5L model. After Dongfeng Renault is put into operation in China, the price of domestic Koreo proudly will be further explored. According to industry estimates, the domestic 2.5L model is expected to sell for 220,000 yuan, and the pre-sale price for the smaller-displacement 2.0L model is expected to drop to 180,000 yuan. Yuan.
At present, in the domestic compact SUV market, Honda CR-V and Toyota RAV4 have successively introduced small-displacement models equipped with 2.0L engines. Compared with 2.4L models, the price of their 2.0L models The price has been reduced by 1 to 20,000 yuan. On the other hand, with the advantage of domestic exemption from import tariffs, the overall price of the Koreo model will drop further by 15% to 20%. By then, its entry price model price is expected to drop to the 180,000 yuan range, making it at the same level. The rivals CR-V and RAV4 are in a competitive position.
The third is to send more senior personnel with more market-oriented experience.
According to media reports, the Dongfeng Nissan Passenger Vehicle Company will follow Dongfeng Nissan Passenger Vehicles Corporation. Hu Xindong, Director of the Department of Legal and Securities Affairs of Dongfeng Motor and Head of Capital Operations, will serve as the general manager of the Chinese side. Chen Yu, former deputy head of the Dongfeng Nissan Market Sales Headquarters, will assume office. In charge of sales, channel executives.
Among them, Chen Wei, who had served as a marketing executive at Dongfeng Nissan, joined Dongfeng Renault as the biggest bright spot. Mr. Chen once worked as head of the horizontal business department and deputy head of the marketing headquarters of Dongfeng Nissan. In 2010, he went to Dalian Zhongsheng, the automobile dealer group, as the COO. At the beginning of 2013, Chen Hao reappeared in public view. At this time, he served as the head of investment for the Dongfeng Renault Preparatory Group and started to select Dongfeng Renault dealers.
Chen Hao's joining will enable Dongfeng Renault to better replicate Dongfeng Nissan's marketing strategy and marketing strategy, and make its presence in the market faster.
The fourth is to expand the scale of investment and form a scale effect.
After the Mayor of Wuhan, Tang Liangzhi, held talks with Nakamura Ke, Executive Vice President of Renault Automotive, and senior management of Dongfeng Motor, it was determined that the total investment for the project will be expanded to 11 billion yuan in two phases. The first phase of investment is 7.2 billion yuan, and the annual production capacity is 150,000. It mainly produces SUVs and MPV models. It plans to start production in 2014; after the profits are realized, the second phase will expand the sedan models.
It can be seen that although the domestic auto market is already very mature and has entered the stage of micro-growth, the opportunity for Dongfeng Renault is still very large.
Ten years of repair with the ship crossing. The formal signing of the joint venture between the two parties for ten years is just the beginning of a good marriage between Dongfeng and Renault. After Dongfeng Renault’s joint venture, whether it can “get a total sleep for a hundred years†and truly realize the goal of “a hundred years of Dongfeng, a hundred-year-old shopâ€, it is necessary to look at the guts of the joint venture partners and the market development of the company.
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