The future direction of China's auto industry must be separated from the current major participation force - the joint venture company.
Dongfeng Nissan has just launched the cheap car Qichen R30, the industry has its own flaws, critics believe that it has deducted the low-cost strategy of the joint venture's own brand "freak" to the extreme, further damaging the development of domestic independent brand cars. However, from the perspective of Dongfeng Nissan, the creation of a "high quality and low price" product is the greatest test of the ability of the entire system, thus accumulating valuable capital of independent and independent development. "After the Kai-Ren R30 was built, what kind of cars can be built in the future."
This conclusion has yet to be verified by facts. But yesterday, Dongfeng Nissan announced the opening of the Qichen Modeling Center, the Advanced Engineering Technology Center and the corporate troika, but it is not to be praised. Dongfeng Nissan invested about 500 million yuan for these three projects, and the Qichen brand will become the biggest beneficiary, and the ultimate goal is to “do rooted in the local international enterpriseâ€. This is Dongfeng Nissan's corporate vision for the new decade. From the current point of view, Dongfeng Nissan's so-called reshaping of the joint venture concept is not just to talk about it.
The reason why the automobile joint venture company is only a foundry base for a long time is because the foreign parent company introduces the developed product and collects the technology transfer fee. The so-called joint venture self-owned brand, in addition to sharing the shareholder-side model platform resources, is mainly dominated by the Chinese team of the joint venture company in terms of R&D strength. Therefore, the Chinese parent company or joint venture has sufficient research and development capabilities, of course, the long-term guarantee that the independent brand can survive and live.
The Qichen Model Center will have a fundamental improvement to the Qichen brand. Because styling is the most direct manifestation of a brand style. And it is difficult to rely on sharing foreign resources. It can be shared in terms of vehicle platform and power technology, but the face must be its own. The Qichen Modeling Center was established by Dongfeng Nissan for its own brand Qichen, which is indeed the first in the industry. In addition, the establishment of a talent training system will also strengthen Dongfeng Nissan and Kaichen's system capabilities.
It can be seen that what Dongfeng Nissan said before, "Qin Chen is not a policy product, but a business, a cause" is indeed the consensus of the entire company. Because of this, Qichen has an overall strategic layout from the creation of the brand to the construction of independent network and product development capabilities.
The advantage of a joint venture brand is to share resources. But the meaning of sharing is obviously not just borrowing the old model platform of the joint venture. Unfortunately, this is the approach that most joint ventures have adopted so far. The significance of sharing resources should be to include a more powerful system in the foreign party, provide resource support for the joint venture independent brand, thereby reducing the development cost of the model, and thereby cultivating the capabilities of the local supplier. However, to achieve secondary research and development of shared resources, it is necessary to rely on the research and development capabilities of the joint venture company.
In this respect, only a joint venture brand that establishes its own R&D system at an early stage can continue to be competitive. In fact, the two joint venture independent brands Kaichen and Baojun, which are doing well in China, have invested heavily in research and development. In addition to developing the first product based on GM's pan-Asian R&D center, Baojun independently established a new passenger car R&D center. GM also believes that this independent establishment of research and development capabilities is more efficient for Baojun. Therefore, the joint venture requires real money for research and development. Otherwise, it is only a matter of borrowing resources. In the long run, it is impossible to become a powerful independent brand, because the real independent brand is bound to have research and development support. On the whole, consumers are never foolish about product choices.
The future direction of China's auto industry must be separated from the current major participation force - the joint venture company. Therefore, the concept of Dongfeng Nissan's “rooted localized international enterprise†has a clear direction. Under this corporate vision, China's auto elite will also get rid of the sadness of working for international brands. The joint venture company must not only feed back the cultivation of talents, but also become an independent entrepreneurial platform. In the in-depth development of the current market, the joint venture company has fully qualified to become a real company. Dongfeng Nissan will be a pioneer.
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