Eight years of the hottest joint venture autonomou

2022-09-23
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For eight years, only Baojun and Qichen have broken through.

at present, Baojun and Qichen are the two joint venture independent brands with the best development momentum, but they also inevitably encounter some bumps. At present, Baojun and Qichen are the two brands with the best development momentum among the joint venture independent brands, but it is inevitable that they will encounter some bumps. The situation of other joint-venture self owned brands is generally not optimistic: sales have declined, or stagnated, and some are even on the verge of delisting and ending unharmed

sun Muzi, director of the automotive industry of Taibo yingsi (Beijing) Information Consulting Co., Ltd., said that 2013 was a peak of joint venture independent brands. He was optimistic about the development prospects of joint venture independent brands before, because the joint venture independently relies on the joint venture, and has certain advantages in technology, management, talents, channels, services, logistics, etc. Besides, it is caught up in the wind, supported by joint ventures and policies, It should be possible to make a way in the car market. However, sun Muzi has changed his outlook for the development of joint-venture independent brands. He believes that in addition to Baojun and Qichen, which can differentiate from their parent brands and get a share of the market, other joint venture independent brands have not seen the market potential, and many joint venture independent products ignore the needs of users and have no clear product planning. However, some people in the industry continue to support joint venture autonomy, believing that everything is difficult at the beginning, and new things need a step-by-step process. Cuidongshu, Secretary General of the national passenger car market joint committee, said recently that the current situation of independent development of joint ventures is good, and there are still opportunities in the future

eight years ago

joint venture and independent brands came out eight years ago, but so far, under the attack of joint venture brands and independent brands, they have not yet developed into the third backbone in the car market. Joint venture independent brand refers to the domestic automobile joint venture company through the purchase, introduction of foreign product technology platform, and on this basis to re develop the brands and models whose intellectual property rights belong to the joint venture company. In March, 2009, the general office of the State Council announced the "detailed rules for the adjustment and revitalization plan of the automobile industry in", which clearly defined the implementation of independent brand strategy as the main task of the adjustment and revitalization of the automobile industry, and stated that it would support automobile production enterprises to develop independent brands through independent development, joint development, domestic and foreign mergers and acquisitions and other ways. Among them, the expression of joint development is considered by the industry to support joint ventures to launch joint venture independent brands

as the first joint venture independent brand, the concept was born with the trend. Starting from its own needs, GAC Honda took the lead in officially releasing the concept brand at the Beijing auto show in April 2008. After three years of efforts, in 2011, it launched the concept S1, which was independently developed by the local R & D team of the enterprise and has independent brands and intellectual property rights. GAC Honda has high hopes for joint-venture independent brands, and once set the annual sales target of the concept at 50000 vehicles. The concept S1, with its fashionable and dynamic performance at the initial stage of listing, once sold more than 4000 vehicles per month. Subsequently, a number of joint venture car companies have also joined the ranks of exploring the independent path of joint ventures. Among them, Dongfeng Nissan and SAIC GM Wuling established joint-venture independent brands Qichen and Baojun respectively in 2010. Following the concept, Baojun and Qichen, other joint venture and independent brands have also emerged. During the 2013 Shanghai auto show, new joint-venture independent brands such as Landsea, Huaqi, Shouwang, zhinuo, Tianyue, carrier and Jiayue made a collective appearance, and the camp was further expanded. However, by the 2016 Beijing auto show, this camp had not grown but shrunk, with only six brands, namely, Qichen, Baojun, concept, Siming, Langshi and Lingzhi, participating in the exhibition. Some enterprises that have planned joint ventures and independent brands have put the project on hold indefinitely

reach 12%

in fact, joint venture autonomy has always been controversial: on the one hand, joint venture autonomy is considered to be a deformed product of policy. The starting point was originally to support the independent brand camp, but the result is that joint venture independent brand products are generally positioned low, focusing on cost performance, but squeezing the market share of independent brands; On the other hand, the joint venture independent models are basically limited to the middle and low-end market, and most of them are based on the transformation of old models of foreign brands. In addition, the Chinese and foreign sides of the joint venture have limited resources for the independent investment of the joint venture, and the idea of improving the core technical capabilities from the joint development of joint venture independent models often comes to naught; In addition, there are signs of overcapacity in China's auto industry. The state requires local governments and auto production enterprises to reasonably control the new auto production capacity and focus on the optimization and upgrading of product structure. Therefore, there is an unwritten phenomenon in some places. It is relatively easy to pass the examination and approval only when independent brands and new energy vehicles are launched. Some joint ventures use joint venture independent brands as a stepping stone to build factories in other places, But in fact, it did not sincerely promote the joint venture and independent projects

the temperature is different

at present, the fate of different joint venture and independent brands is different, but on the whole, it has not become a climate. As the first joint-venture independent brand in China, GAC Honda built and introduced the concept based on the platform and technology of Honda's old model Sidi. In eight years, only one model of concept S1 was launched. In 2013, there was a modification, but it still couldn't stop the trend of declining sales year by year. In 2013, the sales volume of concept S1 exceeded 10000, reaching 13913, 4500 in 2014 and 3521 in 2015. As for why the sales volume of concept S1 is not satisfactory, the answer of some consumers is that the main reasons are that the car model is too single and there is no follow-up model

Dongfeng Honda, another Honda joint venture in China, has a similar situation with GAC Honda in terms of joint venture independent brands. Dongfeng Honda released its own brand logo at the 2011 Guangzhou auto show, and the first model Siming appeared at the same time, which is based on the eighth generation Honda Civic. In April, 2012, Siming was listed. At the initial stage of listing, the monthly sales volume of Siming can reach about 3000, but at present, the average monthly sales volume has fallen to the level of hundreds. Siming is considered to be lack of innovation, and the traces of the old civic are too obvious. Sun Muzi believes that neither GAC Honda nor Dongfeng Honda is a joint venture car enterprise in the first tier. They do not have enough strength to fight on the two lines of parent brand and joint venture independent brand at the same time, which will free up more energy to improve the market share of Honda brand in China. However, their independent investment in joint venture is limited, their concepts and ideas are not fundamentally different from the original models, and their innovation ability is insufficient

at the same time, in order to distinguish from the parent brand, joint venture vehicle enterprises are trying to open up a Xintiandi in the new energy vehicle market through joint venture independent brands. However, most of them have remained in the planning stage and have not achieved mass production. FAW Toyota launched its own joint venture brand Langshi in 2013. Three years later, FAW Toyota exhibited the Lonza pure electric concept car at this year's Beijing auto show. However, Jiang Jun, general manager of FAW Toyota sales company, said in an interview that the company made a careful analysis of Landsea and believed that it did not have the conditions for marketization, so it would redevelop it and hope to put it on the market in 2018 or 2019

compared with the above car companies, Volkswagen and other brand enterprises in China have made slower progress in promoting joint venture autonomy. In May, 2011, the new brand carrier of FAW Volkswagen appeared in the catalogue of new car products issued by the Ministry of industry and information technology. As a joint venture independent brand planned by FAW Volkswagen, carrier's first model is a pure electric vehicle with the product code FV 7002. However, five years after conception, carrier electric vehicles are still difficult to produce and have not been seen in the market so far. There are many joint venture and independent brands like carrier, which only exist in the catalogue of new car products. In 2011, SAIC Volkswagen once registered the Tianyue brand, and Beijing Hyundai released its joint venture independent brand first hope. However, Tianyue and first hope have not yet achieved mass production. In addition, Dongfeng Yueda Kia's joint venture independent brand Huaqi's first electric concept car and Chang'an Ford Jiayue brand electric car have not yet taken the step of mass production

some enterprises that have planned joint ventures and independent brands have put the project on hold for the time being, and there is even no following. However, joint venture and independent brands are not a sad thing. Baojun and Qichen constantly develop corresponding new products according to the market demand, and gradually occupy a place in the market. Baojun has the best performance in the rapid expansion of products to occupy the market. Although the listing performance of Baojun 630, the first car product, is not satisfactory, since the launch of MPV Baojun 730 and SUV Baojun 560, Baojun has entered these two hot markets with wide driving space and affordable prices. After the listing of Baojun 730, the monthly sales volume reached 20000, and Baojun 560, which was listed in July 2015, is no less, Quickly surpass many joint venture brands and independent brands. Last year, the sales volume of Baojun soared to 502800, an increase of 177%. From January to May this year, Baojun continued to maintain a rapid growth momentum, with sales of 156500 Baojun 560 and 127000 Baojun 730, ranking second in the SUV and MPV segments respectively. This year, Baojun will also launch a small SUV Baojun 310 to speed up the competition for the SUV market

Qichen, who is the same age as Baojun, has received the full support of Dongfeng Nissan, and the product launch speed is also very fast. In 2012, two new models of Qichen D50 and R50 were launched, followed by another new model of r50x in 2013. In 2013, the sales volume of Qichen quickly stepped into the level of 100000 vehicles. Subsequently, Qichen localized the leaf of Nissan's important strategic model pure electric vehicle, and launched the first electric vehicle CHENFENG in 2014. In 2015, Qichen launched SUV models Qichen T70 and t70x, rapidly expanding the products to 6 models. Although Ren Yong, the former deputy general manager of Dongfeng Nissan, was suspected of serious violations of discipline and law and was investigated in December 2014, as well as personnel adjustments, Qichen still achieved stable growth in the past year. In 2015, the sales volume reached a record high of more than 120000 vehicles, with a cumulative sales volume of more than 300000 vehicles. This year, Qichen will launch its new T90. Dongfeng Nissan insiders said that previously, all models of Qichen were directly introduced by Nissan, and the T90 will be a completely self-developed and designed model that does not imitate or break through the fixed thinking mode and concentrate on mobilizing resources to learn from any model

where to go

I can't bear to let children get the wolf. When many joint venture car companies are struggling or hesitating for the new joint venture, Baojun and Qichen decisively invest a lot in product research and development. It is undeniable that Baojun and Qichen still have certain differences with some joint venture brands in terms of brand strength, quality, design, etc., which need to be improved, but for the new brands that have only been established for a few years, their progress is a leap forward. Cui Dongshu believes that among the many joint-venture independent brands, the development of Baojun and Qichen is worthy of recognition, which is the result of the continuous and vigorous investment of the enterprise

the development of new brands requires a lot of continuous investment of real money. Fu Lizhi, the modeling director of Dongfeng Nissan commodity planning headquarters, said recently that the cost of developing a new car generally needs about 1billion yuan, while the development cycle of a new car often takes 4-5 years, and the fastest is 3.5 years. In addition to huge investment in research and development, marketing and other aspects also need a lot of financial support. In the 2015 Asian Champions League final, the Dongfeng Nissan Qichen T70, which should have appeared on the chest advertisement of Evergrande Club Players' match clothes, did not appear as promised. It is Evergrande's default that has attracted more attention. Dongfeng Nissan Qichen signed a price agreement with Evergrande club in 2014

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