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On November 26th, a temporary announcement issued by Dongfeng Motor Co., Ltd. (hereinafter referred to as “Dongfeng Motorâ€) attracted the attention of the industry. The announcement stated that its holding subsidiary, Zhengzhou Nissan Automobile Co., Ltd. (hereinafter referred to as “Zhengzhou Nissanâ€), plans to sell the Zhengzhou factory to Guangzhou Fengshen Automobile Co., Ltd. (hereinafter referred to as “Guangzhou Fengshenâ€) for a transaction price of RMB 1.1 billion.
It is reported that the Zhengzhou plant as the main production base of Dongfeng Motor, before its main OEM "Chi Chun", "hacker" and the production of Dongfeng Nissan's joint venture brand Kai Chen's own brand. The relevant personage inside Dongfeng Automobile told the reporter of Times Weekly that after the completion of this transaction, Zhengzhou Nissan was equivalent to cutting off the foundry business. “This is actually a step in the adjustment of Dongfeng Company's layout and is also a strategy for realizing 'large autonomy'. Foreshadowing it. "
According to Dongfeng’s self-reliance strategic goals, Dongfeng Motor Group expects to achieve 1.8 million to 2 million self-branded passenger vehicles by 2015. Among them, the development of autonomous passenger vehicles of the Dongfeng brand will be an important component, and the sales share of the joint venture's own brands will also be a top priority. The protagonists of this event, Zhengzhou Nissan and Dongfeng Nissan Kai Chen, have also received attention after they have combed their respective products and production lines.
Behind 11 billion yuan
According to previous reports by the media, after the Zhengzhou factory was sold at a price of RMB 1.1 billion, it will do OEM business for Guangzhou Fengshen. "The sale has no impact on the sales volume and production capacity of Zhengzhou Nissan. Zhengzhou Nissan-related public relations officials told the Times Weekly that the sale of Zhengzhou Nissan's second plant will not have any impact on the production capacity of Zhengzhou Nissan. Future development plans will not change.
As an important base of Dongfeng Nissan in the Central Plains area, the Zhengzhou plant built in September 2010 has long been in sync with Huadu and Xiangyang bases, forming a strategic layout of “Three Plants and Four Plants†that runs through the north and south. Although the Zhengzhou plant has been used as the second factory of Zhengzhou Nissan and is under the ownership of Dongfeng Co., Ltd., after the completion of the plant, it mainly produced Dongfeng Nissan SUVs “Hacker†and “Jijun†models to ease the capacity bottleneck of Dongfeng Nissan at that time. . As of now, the cumulative foundry revenue is 284 million yuan.
“All along, the Zhengzhou factory is doing OEM business for Dongfeng Nissan, and this sale to Guangzhou Fengshen is equivalent to cutting off the OEM business, including factories and workers. This is the adjustment of Dongfeng’s layout. One step: “Dongfeng Automobile related persons disclosed to the Times Weekly that after the transfer of the factory to Guangzhou Fengshen, new models may be launched in the future, but the follow-up information still needs to wait for the company to further release.
As early as two years ago, when Zhengzhou's production base completed 200,000 capacity expansions, Dongfeng had already said that the Zhengzhou plant was the second largest plant following Dongfeng Nissan after Huadu. However, due to the fact that internal property rights have not been sorted out, it is not yet convenient. Externally announced this title. According to media reports at the time, if Zhengzhou Nissan’s CDV model, the NV200, was to be put into operation at the plant, it would have to pay Dongfeng Nissan for an OEM fee.
To this end, the importance of the strategic position of the Zhengzhou plant in Dongfeng Nissan has been mentioned more than once. Ren Yong, deputy general manager of Dongfeng Nissan, once said: “The Zhengzhou plant will form an overall scale of 450,000 complete vehicles and 600,000 engines in the future, which will lay a solid foundation for the completion of Dongfeng Nissan's new medium-term business plan for 2011-2015. ".
On the official website of Dongfeng Motor, Times Weekly reporter found that the transferee in this transaction was in fact the Guangzhou Fengshen Automobile Co., Ltd. Zhengzhou Branch. At present, the company’s products are the D50 and R50 of the Qi Chen brand.
“This time Dongfeng Motor's returning the Zhengzhou plant back to Guangzhou Fengshen is actually part of its 'large autonomy' strategy. It will use the existing production base and plan and use it in a unified way, returning to the concept of 'a Dongfeng'. "Veteran automotive analyst Zhang Zhiyong told the Times Weekly reporter.
Everything is more autonomous
At this year's Shanghai Auto Show, Dongfeng Motor officially announced that Dongfeng Windmill, a subsidiary of Zhengzhou Nissan, will be renamed Dongfeng Fashion, and plans to expand Zhengzhou Nissan's production capacity in the next three years. According to previous plans, Zhengzhou Nissan Motor Co., Ltd. will accelerate its development in the next three years, and the annual vehicle production will reach 200,000 vehicles.
According to a Zhengzhou Nissan-related public relations person in charge, he revealed to the reporter of the Times Weekly that currently, Zhengzhou Nissan's models are all produced at the Zhonglu plant. "The capacity building of 180,000 units in Zhongmu Plant is being carried out on a regular basis. The new paint shop has been completed and put into use, and the ability to build new assembly and welding processes has been gradually started."
Since joining the Dongfeng Automobile System in 2004, Zhengzhou Nissan started to implement a dual-brand strategy. The successive listing of the NV200 and Shuaike is the result of this strategic approach. With the NV200 pulling up the brand, Shuaiker has undertaken the important task of increasing sales. According to the Sohu Automotive Production and Sales Database, in the first 10 months of this year, Dongfeng's handsome passengers sold a total of 26,900 units, while Nissan’s NV200 was 14,300 units. These two models basically support Zhengzhou’s Nissan’s overall approach of 90%. Sales volume.
The lack of introduction of new models has become the main reason for the development of Zhengzhou's Nissan. Therefore, Zhengzhou Nissan, which has completely stripped its foundry business after the Zhengzhou plant was sold, may be more focused on the development of its own business.
According to the plan, Dongfeng Style will follow the path of GM's GMC brand. At present, the CDV models Shuaike and Pika Carey have become the main support of grace.
“This year's sales of Zhengzhou Nissan are in good condition. There is no problem in achieving the sales target of more than 120,000 this year. In 2014, Dongfeng Ruiqi pickup will introduce a new type of exterior and interior modifications and a longer generation, which will increase the overall competitiveness of its products. CDV On the other hand, the Nissan V200CVT will also be launched in early 2014. In the next few years, Zhengzhou Nissan will also launch a new generation of CDV models. “The Zhengzhou Nissan said to the Times Weekly that according to market feedback, “One vehicle is more capable†than Apart from the new energy power, an important direction for the breakthrough development of car companies. Today, CDV models enter the Chinese market, on the one hand, they actually meet the actual needs of some consumers, and on the other hand they also follow the development trend of the international mature automobile market. The development of CDV in China confirms that the concept of car purchase by Chinese consumers is changing, and domestic auto companies are more forward-looking in satisfying and leading the return of consumer demand.
Although Zhengzhou Nissan was the first company to enter the SUV market, Nissan did not support the introduction of new models, resulting in missed the earliest round of SUV development. For this reason, Zhengzhou Nissan will focus more on the CDV market in the future. Promotion.
"Of course, on the SUV side, Zhengzhou Nissan will launch a brand new Dongfeng and NISSAN brand SUV in 2015-2016, mainly for individual users." The above-mentioned sources told reporters.
According to media reports, after the sale of the Zhengzhou plant for RMB 1.1 billion, the funds obtained can be used to improve the cash flow of Zhengzhou Nissan, which has a positive impact on the company's non-recurring profit and loss this year. On the other hand, for Dongfeng Nissan, Kai Chen’s one million expansion target also has strong support.
In the realization of Dongfeng's "great autonomy" strategy, the joint venture's own brand Kai Chen naturally became one of the highlights. Dongfeng Motor Co., Ltd. is the most important asset of Dongfeng Motor Group. Its production capacity and sales volume both account for half of Dongfeng Motor Group, and its profit contribution exceeds more than half. As a joint venture between Dongfeng Motor Group and Nissan in China, the performance of Dongfeng Limited has affected the performance of Dongfeng Motor Group to a large extent.
According to Dongfeng Nissan’s latest plan, sales of Kai Chen in 2014 will challenge the new goal of 50% growth from the same period last year. Compared to the 100,000 targets that have been achieved this year, the target for next year will be 150,000, and by 2015, 300,000 will be sold. The goal of doubling sales for two consecutive years demonstrates Dongfeng Nissan's determination to intensify its investment in Kai Chen in the future. In October of this year, Ren Yong stated in a written interview with the Times Weekly reporter that there will be a gradual climb in the planning of Kaichen's production capacity, and the new production capacity of the Zhengzhou plant will give priority to the production of Kaichen.
“Dongfeng Motor Group has a wide range of branded products, and in order to achieve its goal of 'autonomy', Dongfeng must begin to attach importance to the creation of its sub-brands and re-align resources to ensure the realization of the goals,†said Zhang Zhiyong.