Do subtraction-decide whether Hafei and Changhe should be abandoned or saved.
On February 1 day, some media broke the news that Hafei refuted the rumors of brand extinction, saying: "Zhang Yanping, deputy general manager of hafei automobile Industrial Group and general manager of the sales company, said that after the joint reorganization of Changan Automobile Group by Bingzhuang Group and AVIC, Hafei's brand and channels will continue to exist."
As the saying goes, "There is no smoke without fire". At the end of 5438+ 10, the media reported that Xu Liuping slimming Changan Hafei Changhe brand would die; The acceleration of the reorganization of the new Changan will not abandon Changhe and Hafei. ...
Obviously, after completing the initial "addition", Xu Liuping has already started the next operation. However, when it comes to Hafei and Changhe, the most famous mini-car brands in China, which were once on par with Wuling and Chang 'an, how easy is it to do subtraction? It is no wonder that the relevant news has just appeared in the media, which immediately aroused doubts from all sides.
According to the evaluation of an organization, by 2008, the brand value of Changan has exceeded 20 billion yuan. However, if Changan brand is a valuable gold medal, Hafei and Changhe are by no means a dime cake!
In the "Top 500 Enterprises with the Most Brand Value in China in 2006" published by the World Brand Research Office, Hafei's brand value rose from 8130,000 yuan to 854 million yuan, which was the brand value shortly after it changed from Songhua River to Hafei.
In addition, as a hero who has been "protecting the army and turning to the people" for 30 years, who can calculate how much emotion Hafei and Changhe brands have incorporated into several generations of aviation "military industry" in addition to their book value? At that time, the enterprise was their home and the brand was their life. What is the value?
This can't help but remind people of the excessive behavior caused by some employees in Chang 'an who were dissatisfied with the scattered car distribution of the ordnance group more than ten years ago. I believe that Xu Liuping, who was already working in the ordnance group at that time, was not unheard of. As military enterprises, they are all "military". It is said that Chongqing people are angry because of eating Chili, but Jiangxi people's enthusiasm for spicy food is not lost to Sichuan, Guizhou, Hunan and Chongqing, and the northeast people's violent temper is not "free". The two enterprises are poorly managed and their employees are innocent. Therefore, Xu Liuping had to be cautious about the subtraction of Hafei and Changhe.
As a result, some media reported that "whether Hafei brand should be preserved or abolished is up to the market", and it was Zhang Yanping who said this. Whether it is to appease Hafei Changhe employees, respond to media questions, or test social reactions? Isn't this a wake-up call for Xu Liuping?
Diversification —— Dealing with the share expansion of Ford and Mazda
65438+ 10 In late June, foreign news reported that Ford and Mazda were considering splitting their joint venture in China into two entities and reorganizing the joint venture with Changan Automobile, so that the two companies would have a 50%: 50% equity relationship in the joint venture with Changan Automobile, so that the company would have more say in China when making strategic decisions in the future.
In the industry's view, if there are no special accidents, there will be no suspense for Changan to continue to deepen its cooperation with Ford; But the cooperation with Mazda also
Xu is the most worthy of careful consideration.
Up to now, Mazda's joint venture in Chang 'an is limited to the previous generation Mazda 3 hatchback and mazda 2 (hatchback and hatchback), and the new Mazda 3 hatchback still needs to be imported.
Mazda can be called "playboy" in China, if not "promiscuous". In the past ten years, not only two generations of Mazda 323 (the predecessor of Mazda 3) and one generation of Prima have stayed in Hainan; But also in the northeast, there is a strong opponent who needs Changan to catch up, although "unknown (shares); But it has been exported to mazda 6 for two generations, higher than Mazda 3. The full-size MPV- mazda 8 will also be put into production this year, and both parties also operate a number of Mazda imported cars.
At present, Mazda's shareholding in Changan Ford Mazda is 15%. To increase the share ratio, if the current share ratio is taken as the multiplicand, what should be the "multiplier"? If we want to achieve a 50% to 50% share ratio, what model will Mazda inject besides funds? In other words, if Xu Liuping is asked to give the biggest "multiplier", what is Mazda's "welcome ceremony"? Will Xu Liuping learn from the recent practice of SAIC and GM (since 20 10, the performance of non-holding companies of China listed companies cannot be included in the financial statements, so GM transferred the equity of 1% to SAIC, making China's shareholding reach 5 1%), or even hold 60% to 40% of the equity in the joint venture like FAW and Volkswagen? After all, Mazda wants to "have more say in front of China", but Chang 'an gives you an opportunity-Xu Liuping has the initiative.
Do division-return Volvo to Li.
When Geely acquired Volvo, Changan immediately told the outside world that its plan to manufacture Volvo S40 and S80L by OEM would not change. According to the agreement between Changan, Ford and Volvo, the production cycle of these two cars in China is 10 year. That is, the Volvo S 40 is manufactured by Changan to 20 15 and the Volvo S80L to 20 18. However, how to "remove" Volvo in a limited time is still a big "disagreement" issue in Xu Liuping.
Even if the tiger falls in Pingyang, Volvo is still competing with BMW and Mercedes-Benz. As an enterprise with a production and sales vision of 5 million vehicles, it is impossible for Changan not to "have ideas" about high-end vehicles. To help Volvo achieve localization in China, besides simple OEM production, isn't Changan just going through the motions in product development, quality control, brand marketing, supplier management and dealer network of high-end cars, and won't learn anything from this "godsend opportunity"?
Don't say that high-end car brands such as BMW and Mercedes-Benz, that is, mid-to high-end cars such as Accord and Passat, have almost become insurmountable obstacles for independent brands. Then, in the process of "segmentation", before returning the OEM right of Volvo to Geely of Li Shufu, Xu Can Liu Ping and Chang 'an took advantage of the situation to make a breakthrough in mid-to high-end cars and staged a car version of "Carp yue longmen"?