TU-TESL

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As the second automobile, it never lacks resources, development opportunities and talents. However, it is a pity that the time and place are favorable, and Dongfeng Motor's own plate seems to lack of fire. In the two years when the overall environment of the car market is not ideal, the sales performance has declined continuously. The bleakness of the independent plate is in sharp contrast to the halo of the group's top 100 companies in the world. Dongfeng Motor intends to break the deadlock and improve the embarrassing situation of the current independent plate. For this purpose, the group established h business department to prepare high-end new energy vehicle projects. On the other hand, Dongfeng Motor's establishment of H business unit is also in line with the new "five modernizations" trend and the expectation of industrial transformation and upgrading. However, in view of the consistent performance of Dongfeng Auto's independent sector, especially the low sales volume of new energy vehicle products, some insiders are not optimistic about the development of its high-end new energy vehicle projects. And from the market point of view, everyone's recognition and acceptance of independent high-end brands need to be improved. Based on this, the road of independent brand transformation is still full of thorns. No matter the Guanzhi, wey and linker, who entered the bureau early, have not yet successfully broken through the middle and high-end market of 150000-200000. It can be predicted that Dongfeng Motor brand has a long way to go in its upward transformation. Different from BAIC and BAIC in integrating their own plate resources and taking a refined but less route in transformation, Dongfeng Motor tends to adopt a multi brand strategy. Dongfeng Motor has set up h business department to prepare for the new energy vehicle business project, which is to build an independent brand like FAW red flag and build its own sales channel. At present, H business division has started to recruit, mainly for the five major professionals of brand, market, public relations, content and communication. Ren Wanfu, a senior auto analyst, said that Dongfeng's high-end new energy layout is a high-tech strategy aimed at upgrading domestic consumption and the development trend of "new four modernizations". When asked how the group develops its H business unit, Dongfeng Motor didn't face the problem directly. However, it emphasizes that Dongfeng company takes the development of lightweight, electric, intelligent, networking and sharing as an important starting point to speed up the quality construction. At the same time, we should follow the trend of "five modernizations" and develop the new energy automobile industry. What is the position of H business unit within the group. Dongfeng Motor mentioned "three leading and one leading". Dongfeng Motor didn't reply positively about whether the position of H business unit is higher than other independent brands. In how to develop the independent plate, Dongfeng Motor still expresses to integrate the development trend of "new five modernizations". Among them, "through open cooperation, resource integration, model and mechanism innovation" mentioned by Dongfeng Motor has attracted the attention of Finance and economics network. Does open cooperation and resource integration mean that some brands will join the army of mixed reform, or have the intention to continue to divest bad assets? In fact, Dongfeng Motor set up h business department for a long time. As early as may this year, media reported that Dongfeng Motor is preparing for the high-end new energy vehicle project, the internal code is "H plan". Like FAW Hongqi, the project is an independent high-end brand and will build its own sales channels. Zhang Xiang, an independent auto analyst, said Dongfeng Motor chose to establish a high-end new energy vehicle brand at this time, which is in line with the market development trend. He pointed out that it is a trend to be a high-end new energy vehicle now, among which there are new forces, such as, Baiteng, etc., and among traditional vehicle enterprises there are Geely's geometry brand and ea'an. "To be a high-end brand can improve brand value and product profit, so this is the trend," he said It is worth noting that Dongfeng Motor has not much experience in making high-end brands, and its existing products mainly focus on the middle and low-end market. A car watcher who did not want to be named said that Dongfeng Group's independent sector is developing smoothly and it is difficult to be high-end. FAW and red flag, SAIC. Compared with the two, Dongfeng's autonomy is not very competitive. Dongfeng Motor is the first new energy vehicle enterprise in China. It established Dongfeng Electric Vehicle Co., Ltd. in 2001, and later Yijie new energy vehicle. But the former mainly focuses on special-purpose vehicles, buses and other markets, while the latter is positioned as an economic electric vehicle and has not yet been listed. Now Dongfeng Motor Company aims at the high-end new energy vehicle market, and the target should be luxury brands such as, Weilai, etc. The two companies may be able to provide some technical and R & D support for H business unit, but they are also limited. Zhang Xiang believes that in order to develop high-end new energy products, it is necessary to accumulate a certain amount of sales volume and public praise in the low-end market, "so that the low-end supports the high-end market and helps to get the recognition of consumers.". Dongfeng Motor has not released specific production and sales data of new energy vehicle business. Financial network found a report in Hubei Daily that Dongfeng new energy sold 51000 passenger cars in 2018, an increase of 223% year on year. The sales volume should be the sum of new energy vehicle products sold by independent brands and joint venture brands in 2018. It's hard to start. If h business department wants to block the query with achievements, it needs to think about how to make the new energy vehicle project "bloom". We are not optimistic about Dongfeng Motor's establishment of H business department. Another point is that its independent plate brands are many and miscellaneous, and the current situation is not ideal. An auto industry watcher once told caijing.com that Dongfeng Motor had spread its plates too much, and its corporate structure and brand system were more complex. "When I first entered the auto industry, it took me a long time to figure out the relationship between Dongfeng series companies.". Only by looking at the organizational structure of the group, we can see that Dongfeng Automobile involves many businesses such as automobile, parts and components. To understand the historical development of China's automobile industry, Dongfeng Motor Co., Ltd., founded in 1969, was second only to FAW Group. Dongfeng Motor has total assets of 325.6 billion yuan and more than 160000 employees. In 2019, Dongfeng Motor Group ranked 82nd in the global top 500 with a profit of 90934.2 million US dollars. Dongfeng Motor has many joint venture brands such as Dongfeng Nissan and Dongfeng Honda. With such a background, Dongfeng Auto's independent business has been built smoothly, and its human, material and resources can be put in place quickly. It can also support its own with the help of joint venture. However, the reality is always different from the expectation. Dongfeng automobile has its own plate layout and multi brand strategy is chosen. Generally speaking, some car companies hold the idea of "having more children to fight" during the exploration or climbing period, which is a bit of gambler psychology. But the reality is that the battle front is too large for the enterprise's energy and capital to take into account, which leads to an increase in the probability of failure. Chery automobile is a typical example. Multi brand strategy ends in failure. In recent years, although Dongfeng automobile is in the process of resource integration and optimization, it is mostly focused on parts, special commercial vehicles and other businesses, and the automobile manufacturing structure has not changed much. Even after losing weight, Dongfeng has a huge volume. According to Tianyan, Dongfeng Motor now has as many as 604 companies with actual holding rights and 67 foreign investment companies. Dongfeng Motor's adjustment of its own plate is not on fusion, but on combing. In April this year, Dongfeng Motor released Dongfeng brand strategy at Shanghai auto show. According to Zhu Yanfeng, chairman of Dongfeng Motor, the strategy "has been carefully combed, discussed and polished for more than two years". The new strategic independent plate emphasizes the line of "developing both business and passenger", and the passenger vehicle brands still include Dongfeng Fengshen, Dongfeng scenery and three major brands. Now, in addition to the high-end new energy vehicle project prepared by H business department, there is also a Dongfeng style of selling products, two semi independent brands Dongfeng Qichen and Dongfeng Yulong, and as many as seven Dongfeng Auto independent passenger vehicle brands in fact. Although Dongfeng Motor withdrew, Dongfeng Motor said that Dongfeng would cooperate in Dongfeng Xiaokang's parent company and Xiaokang shares, and there is still a connection between the two. Although the four brands of Fengshen, Fengxing, Fengguang and Fengdu all bear the label of "Dongfeng", they actually belong to different companies under Dongfeng Motor, all of which are independent production, operation and R & D. There are nearly 50 models of the four brands, all focusing on the low-end market, especially the market below 100000. There are serious homogenization problems and fierce internal competition. For consumers who don't know much about the car market, these brands may be difficult to distinguish. In the current car market, Dongfeng Motor's customer turnover is serious, as evidenced by the continuous decline in sales. According to the production and sales data of Dongfeng Motor, the decline of Fengshen, Fengxing, Fengguang and Fengdu exceeds double digits, and the total sales volume is less than 200000. It can be seen that the multi brand sales data is not necessarily good, but the operating cost is certainly high. In addition to the technical strength of its own products and the market share still need to be improved, the frequent internal personnel adjustment and decline of Dongfeng Motor have a certain impact on the development of high-end new energy vehicle projects. Since chairman Zhu Yanfeng took the helm in 2015, Dongfeng Motor has undergone three large-scale adjustments, each shift involving dozens of leadership positions. Insiders believe that the change of defense is to curb corruption. According to the feedback from the central inspection team in September this year, some key areas and grass-roots units have integrity risks. Dongfeng Motor needs to increase the development of its own brand and enhance its core competitiveness. Dongfeng Motor has said that personnel adjustment is based on the needs of career development. At present, Zhu Yanfeng, the top leader of Dongfeng Motor, is the representative of "government to business", and has the background of FAW Group. Li Shaozhu, the group's general manager, is cultivated by Dongfeng. Zhang Zhiyong, a senior auto analyst, said that the personnel adjustment is not only a group problem, perhaps related to the current changes in the entire auto industry. Since 2018, personnel transfer in the automobile industry has become extremely frequent. In 2019, it is more common for vehicle enterprises to change personnel back and forth. But for car companies, frequent personnel changes do more harm than good. Zhong Shizeng, a senior auto analyst, said that frequent internal personnel adjustments will affect the implementation of the company's strategy and healthy development, and will not be conducive to the cooperation between superiors and subordinates. In less than a year, Dongfeng Motor's top and second leaders of several joint venture brands resigned, and its partners were in turmoil. The frequency of personnel adjustment in the independent sector is not too high. Only Dongfeng Passenger Car Co., Ltd. adjusted 7 positions including Secretary of the Party committee and general manager at the same time last July. This year, Dongfeng Motor seems to focus on its brand strategy. Dongfeng Motor launched the high-end new energy vehicle project, which is in line with the "five modernizations" trend. But judging from the market trend, it is not easy for the project to stand firm. The rapid development of China's new energy vehicle market is inseparable from the inclination and support of policies. But with the government, the downward trend is obvious, and the high-end new energy vehicle project of Dongfeng Motor will obviously miss the market dividend. According to the data of China Automobile Association, the sales volume of new energy vehicles in China continued to decline. In September, the sales volume of new energy vehicles in China was 80000, down 34.2% year-on-year, and the decline was further expanded. Some car companies lowered their performance forecast in the second half of this year due to the decline of subsidies. In addition, the joint venture brands have successively joined the new energy vehicle market, and the existing market share will be redistributed. Luxury brands such as,, and Tesla should be the main competitors of Dongfeng Motor's high-end new energy brands. And from product competitiveness, brand influence, market acceptance and other factors, Dongfeng Motor is not dominant at present. Dongfeng Motor's high-end new energy vehicle project products may be catching up with the Red Sea market when they are put on the market. According to the speed of Dongfeng Motor, it will take at least one or two years or more for high-end new energy vehicles from establishment to R & D to product launch. At that time, the market pattern of new energy vehicles may have changed dramatically,