The vitality of Changan Automobile is hidden behind the cold figures: in the past 20 19 and 12, Changan Automobile achieved a year-on-year growth of 35%!
Today, Kung Fu Automobile will deeply analyze the climbing and hurdle course of Changan Automobile 20 19.
Stripping Changan PSA and introducing new strategic investors for Changan New Energy ... At the end of last year, Changan Automobile carried out two "slimming" actions in succession, which was a bit "unexpected" but also "reasonable".
In fact, behind these two incidents, it also means that Changan Automobile started its "third venture" at the beginning of last year and is now entering a climax.
In this entrepreneurial plan with "efficiency" as the company's new core competitiveness, Changan Automobile experienced a process from entanglement, pain to self-healing, and finally suddenly enlightened.
Shrink the brand front, eliminate uncompetitive models, close some production capacity and sell non-core business ... In fact, under a series of actions, Changan Automobile tried its best to defend the honor of losing the "first China brand to enter the' Million Club'" three years ago.
Fortunately, Changan Automobile launched CS75 in September last year. Coupled with "an instant hit", it will regain its confidence and due market rhythm.
However, 2020 is not a year when Changan Automobile can "catch its breath". It is reported that the high-end brand of Changan Automobile will be launched this year.
Peter drucker, the father of modern management, said: "Strategy is not to study what we will do in the future, but to study what we do today to have a future."
On the way back to the "Million Club", the challenges that Changan Automobile will face today will undoubtedly be more complicated and arduous than three years ago.
First, CS75? What kind of victory is plus?
Changan Automobile announced that in February 20 19, the cumulative sales of Changan Automobile decreased 15. 17% year-on-year. However, the sales performance in June 5438+February was eye-catching: in June 5438+February this year, a total of 193700 vehicles were sold, an increase of 147900 vehicles compared with the same period of last year, achieving a substantial year-on-year increase of 35%.
Undoubtedly, the CS75 series SUV has contributed a lot. Its year-on-year growth of 24% before this year 1 1 month has made Changan Automobile see the hope of recovery in the "cold winter".
What's more noteworthy is that CS75, which was only listed in September last year? Together with those that have been on the market for more than three months, nearly 50 thousand units have been sold. At the same time, the results are gratifying, and Changan Automobile has regained the rhythm of the market.
Although in recent two or three years, Changan Automobile launched many models with very good competitiveness at that time, such as the old CS95, Ruicheng CC, but it only aroused a little splash in the market.
At the same time, coupled with the deteriorating market performance of Yidong and Yuexiang series cars, Changan Automobile has suffered huge market criticism and doubts in recent two years.
What about CS75? The success of PLUS is undoubtedly the best example for Changan Automobile to transform the "negative energy" suffered in the past two years into "upward energy" of the enterprise.
Just like CS75? CS55 after addition? PLUS, and then Yidong PLUS, which was listed in June 5438+February last year, the support of Changan Automobile's "PLUS Strategy" undoubtedly comes from its profound research on market demand and the achievements made in coordination with its technological changes.
No doubt, CS75? The victory of PLUS is the victory of users, and it also reflects the advantages of Changan Automobile in "technical surplus". All this stems from the "breakthrough" of Changan Automobile in the past two years.
Second, Changan Automobile's "Breakthrough"
On April 8 last year, Changan Automobile Global R&D Center was officially put into use. Covering an area of 1 1,000 mu, this "new landmark of network celebrities" is not only the general hub of Changan Automobile's global collaborative research and development, but also the best embodiment of Changan Automobile's "accumulated wealth and thin hair" in recent two years.
In the "Third Innovation and Entrepreneurship Plan" put forward by Changan Automobile 20 18, Zhang Baolin, Chairman of Changan Automobile, clearly stated that "intelligence" and "new energy" will become the new labels of Changan automobile products.
Therefore, in the new models launched by Changan Automobile in 20 19, we not only saw the blue whale series and E series power technology with thermal efficiency as high as 40%, but also saw the first IACC integrated adaptive cruise system of China brand. At the same time, Changan Automobile has owned five or six hundred related patents in the field of new energy.
On the one hand, it is "technical surplus" and on the other hand, it is "business slimming".
After Changan Automobile adjusted its brand structure on 20 18 and 1 yuan acquired 50% equity of Changan Suzuki, Changan Automobile also sold Changan PSA equity at the end of 20 19; Subsequently, Changan New Energy also successfully introduced four strategic investors to accelerate the process of "mixed reform".
Behind the successive "slimming" of business, it is natural that Changan Automobile pays more attention to its main business. Nowadays, "reducing costs and increasing efficiency" has been regarded as the winning rule in the new round of market competition, and Changan Automobile in transition naturally understands this.
"After the third business plan was finalized, the management team proposed to build efficiency into the core competitiveness of Changan, and I quite agree. What does Chang 'an compare with others independently? Maybe there are only efficiency, your efficiency and your cost at first. "Zhang Baolin said? .
It is reported that improving operation quality is the focus of Changan Automobile 20 19. Through a series of actions, such as optimizing the inventory structure, reducing costs and increasing efficiency, focusing on product performance and market share in market segments, by the end of 20191kloc-0/0, the inventory of Changan Automobile decreased14,000, and the average price of independent brands rose sharply.
Third, in 2020, continue to "go up"
In Zhang Baolin's view, 20 19 is a year of hard struggle to achieve a turning point. By 2020, although there are still challenges, Changan Automobile aims to outperform the market.
Yidong PLUS, which was listed in June 5438+February last year, is undoubtedly a "blockbuster" for Changan Automobile to "ignite" a new campaign.
Tan Benhong, executive vice president of Changan Automobile, said that this will be a new growth sector in Changan passenger cars, and Changan has been preparing for this for 2-3 years.
According to the data of Kung Fu Auto, the sum of the sales of its three SUVs, CS35, CS55 and CS75, has accounted for 67% of the total sales of Changan Automobile passenger cars. This product structure seems to have certain risks, which is not conducive to the sustainable development of enterprises.
To this end, how to balance the sales ratio of SUV and car will become a major problem that Changan Automobile will tackle in the next development stage.
At the same time, in today's market competition, the fault tolerance rate is getting lower and lower. How Changan Automobile successfully launches a new high-end brand will also be one of its major examination questions this year.
Kung fu is angry
According to Changan Automobile's "Third Innovation and Entrepreneurship" plan, by 2020, the sales volume of independent brands will reach 2.46 million, and its brand scale will be the first in China and the top 12 in the world.
In other words, this year, for Changan Automobile, the pressure and power are bound to multiply. Can Changan Automobile grasp it from CS75? This wave of growth has achieved new breakthroughs in brand and sales, attracting attention.
A "new decade" full of unknowns and challenges has begun. I hope Changan Automobile can find the key of "Million Club" again in this round of shuffling.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.