In the "Auto Industry Revitalization Plan" issued at the beginning of the year, it explicitly supports the development of self-owned brands, and proposes that the market share of self-owned brand passenger vehicles should reach 40% or more, and the market share of self-owned brand cars should reach 30% or more. Nearly 10% of total car sales. Under such a clear policy orientation, the three major auto groups in China have accelerated their autonomous processes, as evidenced by frequent personnel changes and large-scale channel integration since the beginning of this year.
FAW: Talents frequently integrate channel planning and networking
Since this year, a series of personnel changes have taken place in FAW Group. From this perspective, the strategy of strengthening the development of self-owned brands through the personnel changes by Xu Jianyi will gradually become clear, and the product structure and network adjustment will accelerate.
On September 16, FAW Group issued a public notice to determine the general manager of FAW-Volkswagen Co., Ltd. An Tiecheng, general manager of Tianjin FAW Xiali Co., Ltd. Wang Gang, general manager of FAW Car Co., Ltd. Zhang Jiejie as reserve candidate for the deputy general manager of FAW Group. , and has been approved by the higher authorities. After the end of the publicity period, it will be clear who will be promoted and when the promotion will come.
Through analyzing the work experience of three people, it is found that the above three people are very familiar with FAW's own brand development and overall listing strategy.
It is understood that since Xu Jianyi took office, he took on the responsibility of FAW to develop his own brand. Xu Jianyi, who has always pursued a low-key strategy, will almost always say "autonomy" on every public occasion.
The first step in FAW’s autonomy is personnel adjustment. This year, Xu Xianping, General Manager of FAW Jiefang Automobile Co., Ltd., deputy general manager of Any Group, former deputy general manager of FAW Toyota who has made important contributions to the red flag brand reconstruction, Wang Fachang, vice general manager of any steam car and FAW Jilin's recent series of personnel changes. It was interpreted by the outside world as a signal for FAW to build its own brand.
FAW also exerted its efforts in product structure and network adjustment. In terms of product structure, FAW Group has now formed a commercial vehicle with liberation as its main business, an independent brand sedan with Pentium, Hongqi, and Xiali as the main brands, and an independent brand micro-vehicle with Xenia and Jiabao as its main three layouts.
In September last year, the FAW Red Flag Division and the Red Flag Sales Company were all revoked, and the FAW sedan was centralized; in terms of sales model, the red flag also changed from the past direct sales to network sales, and Pentium was sold on-line. According to the latest news, Pentium, Xiali and mini-vehicle products will be selectively connected to the network according to the conditions of each region.
Dongfeng: Independent R&D With Outreach
September 20 was informed that Dongfeng Motor no longer relied on its own development of its own brand. Currently, the company and Taiwan Yulon are preparing to build a comprehensive development company for passenger cars and commercial vehicles, combining the advantages of cross-strait resources to build a unique Chinese brand car. It is also the wish of Dongfeng Motor and Yulon many years ago. According to the plan, Dongfeng Motor and Yulon’s first car will be a 2.0-liter displacement SUV, which will be put into operation by October next year.
In the same period, Dongfeng Motor announced its “Leaping Plan†(LEAP10), which will strive to achieve sales of 1.6 million-1.8 million vehicles by 2010, a market share of 15%, and a sales margin of 4.5%.
Similar to FAW Group, the development of self-owned brands has become one of the most important strategies of Dongfeng Motor currently. According to the “Eleventh Five-Year Plan†of Dongfeng Motor, in 2010, Dongfeng Motor’s sales of passenger vehicles should reach 1.35 million, and self-owned brand automobiles should be upgraded to 700,000, and the proportion of self-owned brands should exceed 50%. Dongfeng Motor's Dongfeng Passenger Vehicle Company's strategic plan is to implement the "5510 Project." The so-called "5510 Project", which is divided into "5 5 10" for a total of 20 years, has enabled Dongfeng Passenger Vehicles to reach international standards in core indicators such as brand, revenue, scale, and human capital value, becoming a globally renowned company.
FAW: Talents frequently integrate channel planning and networking
Since this year, a series of personnel changes have taken place in FAW Group. From this perspective, the strategy of strengthening the development of self-owned brands through the personnel changes by Xu Jianyi will gradually become clear, and the product structure and network adjustment will accelerate.
On September 16, FAW Group issued a public notice to determine the general manager of FAW-Volkswagen Co., Ltd. An Tiecheng, general manager of Tianjin FAW Xiali Co., Ltd. Wang Gang, general manager of FAW Car Co., Ltd. Zhang Jiejie as reserve candidate for the deputy general manager of FAW Group. , and has been approved by the higher authorities. After the end of the publicity period, it will be clear who will be promoted and when the promotion will come.
Through analyzing the work experience of three people, it is found that the above three people are very familiar with FAW's own brand development and overall listing strategy.
It is understood that since Xu Jianyi took office, he took on the responsibility of FAW to develop his own brand. Xu Jianyi, who has always pursued a low-key strategy, will almost always say "autonomy" on every public occasion.
The first step in FAW’s autonomy is personnel adjustment. This year, Xu Xianping, General Manager of FAW Jiefang Automobile Co., Ltd., deputy general manager of Any Group, former deputy general manager of FAW Toyota who has made important contributions to the red flag brand reconstruction, Wang Fachang, vice general manager of any steam car and FAW Jilin's recent series of personnel changes. It was interpreted by the outside world as a signal for FAW to build its own brand.
FAW also exerted its efforts in product structure and network adjustment. In terms of product structure, FAW Group has now formed a commercial vehicle with liberation as its main business, an independent brand sedan with Pentium, Hongqi, and Xiali as the main brands, and an independent brand micro-vehicle with Xenia and Jiabao as its main three layouts.
In September last year, the FAW Red Flag Division and the Red Flag Sales Company were all revoked, and the FAW sedan was centralized; in terms of sales model, the red flag also changed from the past direct sales to network sales, and Pentium was sold on-line. According to the latest news, Pentium, Xiali and mini-vehicle products will be selectively connected to the network according to the conditions of each region.
Dongfeng: Independent R&D With Outreach
September 20 was informed that Dongfeng Motor no longer relied on its own development of its own brand. Currently, the company and Taiwan Yulon are preparing to build a comprehensive development company for passenger cars and commercial vehicles, combining the advantages of cross-strait resources to build a unique Chinese brand car. It is also the wish of Dongfeng Motor and Yulon many years ago. According to the plan, Dongfeng Motor and Yulon’s first car will be a 2.0-liter displacement SUV, which will be put into operation by October next year.
In the same period, Dongfeng Motor announced its “Leaping Plan†(LEAP10), which will strive to achieve sales of 1.6 million-1.8 million vehicles by 2010, a market share of 15%, and a sales margin of 4.5%.
Similar to FAW Group, the development of self-owned brands has become one of the most important strategies of Dongfeng Motor currently. According to the “Eleventh Five-Year Plan†of Dongfeng Motor, in 2010, Dongfeng Motor’s sales of passenger vehicles should reach 1.35 million, and self-owned brand automobiles should be upgraded to 700,000, and the proportion of self-owned brands should exceed 50%. Dongfeng Motor's Dongfeng Passenger Vehicle Company's strategic plan is to implement the "5510 Project." The so-called "5510 Project", which is divided into "5 5 10" for a total of 20 years, has enabled Dongfeng Passenger Vehicles to reach international standards in core indicators such as brand, revenue, scale, and human capital value, becoming a globally renowned company.
Li Shaozhu, general manager of Dongfeng Passenger Car Co., Ltd. stated that the basic considerations of Dongfeng's own-brand passenger car line is that it must first develop independently; secondly, it must borrow a platform to collect various domestic models for research on strengths and weaknesses; Development; the fourth brand to leverage; the fifth to supplier collaboration, simultaneous development.
In June of this year, Yulon Motors signed a three-party strategic cooperation agreement with Dongfeng Motor and Hangzhou City. Dongfeng Motors, in the name of Dongfeng Motors, made a 20% stake in the acquisition of the joint venture company, Na Zhijie (Hangzhou) Automobile Co., Ltd., a joint venture of Yulon and Zhejiang Zhongyu. "Na Zhi Jie" is Yulon's only independent brand in Taiwan, its connotation is to be smart and quick.
It is understood that the new joint venture company - Na Zhijie expects a total investment of 4.6 billion yuan in the future, designed capacity of 240,000, the first phase of investment plans to build 120,000 capacity, supporting 200,000 engine projects and automotive R & D center. The company plans to start production this year and produce Yulon’s own LUXGEN brand cars, including MPVs, SUVs and small cars. The model that was originally put into production was the Na Zhijie SUV.
Some analysts pointed out that Dongfeng cooperated with Taiwanese companies to create a "Greater China" brand, or it will become an important part of Dongfeng's own brand, further expanding Dongfeng's self-determined camp.
In June of this year, Yulon Motors signed a three-party strategic cooperation agreement with Dongfeng Motor and Hangzhou City. Dongfeng Motors, in the name of Dongfeng Motors, made a 20% stake in the acquisition of the joint venture company, Na Zhijie (Hangzhou) Automobile Co., Ltd., a joint venture of Yulon and Zhejiang Zhongyu. "Na Zhi Jie" is Yulon's only independent brand in Taiwan, its connotation is to be smart and quick.
It is understood that the new joint venture company - Na Zhijie expects a total investment of 4.6 billion yuan in the future, designed capacity of 240,000, the first phase of investment plans to build 120,000 capacity, supporting 200,000 engine projects and automotive R & D center. The company plans to start production this year and produce Yulon’s own LUXGEN brand cars, including MPVs, SUVs and small cars. The model that was originally put into production was the Na Zhijie SUV.
Some analysts pointed out that Dongfeng cooperated with Taiwanese companies to create a "Greater China" brand, or it will become an important part of Dongfeng's own brand, further expanding Dongfeng's self-determined camp.
SAIC: First-tier cities subdivided into third- and fourth-tier cities
In the first half of 2009, SAIC's two self-owned brands, Roewe and Grandfather, staged a merger show. The play "started" after the Spring Festival and it was not until the middle of the year.
The MG MG sales company has four major functions: original sales, network development, after-sales, and marketing. More than 170 people, of whom more than 100 moved to Shanghai Anting. Taking the sales department as an example, Nanjing only retained the South China, East China, and West China regions of the sales department, and the remaining five large regions and their staff moved to Shanghai Anting.
Roewe sales company headquarters in Jinqiao has retained some functional departments, and the main business units have all moved to Anting. The two public relations and marketing departments of the two companies have already been merged and the two departments will work together to take responsibility for the two brands.
To this end, Roewe and the MG's personnel arrangements have also been adjusted. When SAIC dismantled the structure of the Nanjing Grand Mercure, the latter’s sales company was integrated into the SAIC Passenger Car Company. This company, which operates SAIC's own brand, is also undergoing personnel adjustments.
In the integration since the beginning of this year, in the first-tier cities, Shanghai Automotive deliberately retained the sales of “Roewe†and “Mugsâ€. In the future, the two brands will adopt a dual-brand strategy. The first-tier cities will not adopt the form of grid-connected sales. From the perspective of market capacity and cost, dual-brand joint sales may be adopted in the third and fourth-tier cities for channel integration.
In fact, the key to verifying the ultimate success of the integration of Roewe MG is whether it can be supported by good products. Regardless of whether it is on-grid or sub-network, dealers will wait for good news at the end of the year. The MG6 will be introduced to the market. This model, which is co-produced with the Roewe 550, will become a hope for the sales of the MG.
In the first half of 2009, SAIC's two self-owned brands, Roewe and Grandfather, staged a merger show. The play "started" after the Spring Festival and it was not until the middle of the year.
The MG MG sales company has four major functions: original sales, network development, after-sales, and marketing. More than 170 people, of whom more than 100 moved to Shanghai Anting. Taking the sales department as an example, Nanjing only retained the South China, East China, and West China regions of the sales department, and the remaining five large regions and their staff moved to Shanghai Anting.
Roewe sales company headquarters in Jinqiao has retained some functional departments, and the main business units have all moved to Anting. The two public relations and marketing departments of the two companies have already been merged and the two departments will work together to take responsibility for the two brands.
To this end, Roewe and the MG's personnel arrangements have also been adjusted. When SAIC dismantled the structure of the Nanjing Grand Mercure, the latter’s sales company was integrated into the SAIC Passenger Car Company. This company, which operates SAIC's own brand, is also undergoing personnel adjustments.
In the integration since the beginning of this year, in the first-tier cities, Shanghai Automotive deliberately retained the sales of “Roewe†and “Mugsâ€. In the future, the two brands will adopt a dual-brand strategy. The first-tier cities will not adopt the form of grid-connected sales. From the perspective of market capacity and cost, dual-brand joint sales may be adopted in the third and fourth-tier cities for channel integration.
In fact, the key to verifying the ultimate success of the integration of Roewe MG is whether it can be supported by good products. Regardless of whether it is on-grid or sub-network, dealers will wait for good news at the end of the year. The MG6 will be introduced to the market. This model, which is co-produced with the Roewe 550, will become a hope for the sales of the MG.
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