In 2005, for Dongfeng Motor, it was a year of passionate deduction. Dongfeng light commercial vehicle production and sales reached 107,431 vehicles (including Zhengzhou Nissan), exceeding 100,000 vehicles for the first time.
In the mild environment with an industry average growth rate of around 10%, Dongfeng light commercial vehicle growth rate is 31.44% higher, achieving the fastest growth rate in the industry, and contributing 30% to the domestic light truck industry.
Undoubtedly, this was a successful leap and won a fighter for the New Year’s partial counterattack. A bright sword, brought a surprise to the development of the industry! A bright sword brought an earthquake to its peers.
Since then, the domestic light truck industry has initially formed the “Dongfeng Motorâ€, Futian, and “Jianghuai†Romance of the Three Kingdoms.
The annual production and sales exceeded 100,000 vehicles, which also reflects the increasing contribution of “Dongfeng Motor†to Dongfeng, and its strategic position in the group is increasingly important.
It is no wonder that Xu Ping, general manager of Dongfeng Company, commented that in the development of Dongfeng, “Dongfeng Motor†has become a main force from a fresh force.
The development of "Dongfeng Motor" has entered a new milestone.
The overall strategic goal of “Dongfeng Motor†is to build a professional, large-scale, internationally oriented light commercial vehicle company. Apart from absolute passenger vehicles and absolute medium- and heavy-duty commercial vehicles, it will develop into a broader product space.
Regarding analysis of insiders: “Dongfeng Motor†is the second company to leap onto the production and sales platform of 100,000 units after Futian, and it is expected to rely on 6 years of accumulated social possession after the company’s production and sales of 100,000 scale platforms. The user's recognition and reputation created by the company have made its comprehensive strength fully visible, and it has entered into a sustained and robust period of rapid growth.
Looking back at the development process of “Dongfeng Motor†for the past six years, we can clearly see its prominent advantages in three major areas: leading technology, from the market began to change to lead the market Dongfeng light commercial vehicle is the back-end market, the initial stage The development strategy is mainly to follow the market. With 6 years of strong growth and technology accumulation, “Dongfeng Motor†has the first-class technical talents in domestic light truck companies, as well as the R&D institutions with the most complete functions and the most advanced equipment.
In the market-oriented product technology innovation project, “Dongfeng Motor†has clearly defined the direction, purpose and effectiveness of technological innovation. The first is to build a science and technology and talent building. In July 2003, "Dongfeng Motors" integrated research and development resources and established a product research and development institute that integrates market research, product planning, product development, design, and trial production. It implements a full-process technology project responsibility system and uses Nissan's mature technology platform. Developed a new generation of light commercial vehicles to cope with the fierce competition in the global light commercial vehicle market.
In the development of new product features, “Dongfeng Motor†unwaveringly took the road of self-designed and self-owned brands, with the objective of catching up with international light commercial vehicles, and the first to introduce the concept of integrated car design and integrated vehicle design. The good matching reflects the superior performance of the vehicle, which is not available to the opponent for a while. Why does Dongfeng Light Truck not only save fuel, but also environmental protection? This is the role of overall matching, and is one of the core technologies that opponents have difficulty mimicking and plagiarizing.
The introduction of the world's first-class process equipment such as the US automatic welding assembly line, Russia's large-scale press line, and Japan's vehicle inspection line represents the highest level of domestic light commercial vehicle manufacturing.
The first company fully passed the three-in-one system of quality management, environmental management, and occupational safety and health management. It took the lead in the domestic industry to conduct free full-time insurance and zero-parts-sales of parts and components.
As the core competitiveness, “Dongfeng Motor†also has internationally advanced Cummins engine technology that is not available to its peers. Its green environmental protection performance, energy saving performance and component integration optimization combination technology are always at the leading level in the world.
The F91A project, which is currently being demonstrated, will introduce Nissan's high-end light commercial vehicles. This new light truck, which is different from the domestic traditional light trucks, will lead the domestic high-end light trucks to a new era.
Energy-saving, environmental protection and safety are the three major technological breakthroughs for domestic light commercial vehicles. “Dongfeng Motor†has been the industry leader in three major technologies.
In terms of energy efficiency, Dongfeng Doolika Congba and other three-ton trucks have a fuel consumption of 13L per 100 kilometers, and they only have a Dongfeng light truck with low fuel consumption. As an internationally oriented auto company with a social responsibility and a road to a conservation-oriented enterprise, Dongfeng Light Commercial Vehicles gradually reduce the weight of the entire vehicle, which is also one of the important technical ways to achieve energy-saving, economical, and practical purposes. Dongfeng Light Commercial Vehicle's lightweight technology has always been at the forefront of its peers. With the arrival of the "Limited Age", it was welcomed by users. At the same time, the cost-reduction of materials technology that is related to lightweighting has also reached a level that can save about 2,000 units of raw materials for every 100,000 vehicles produced. This has set a precedent in the industry.
The shortage of petroleum resources puts forward higher and newer requirements for vehicle energy conservation. "Dongfeng Motors" has taken precautions and has already started the development and research of gas-fired power technologies other than oil. This technology can save 30-45% of the cost of energy from diesel alone.
Car safety is the biggest benefit to users. In terms of safety performance, the leading brand of “Dongfeng Motor†took the lead in China to pass the frontal crash test in 2003. The security inspection indicators all meet the three most stringent European standards. It has stood the test of first touch and established the status of Dongfeng Light Commercial Vehicle's domestic first safety car.
Due to the advanced technology and superior products of Dongfeng Motor, the economic benefits created by high technology are very obvious. It was selected as the top ten high-tech enterprise in Hubei Province. In the list of the top 1000 high-tech companies in the country, “Dongfeng Motor†ranked 16th. .
From quantitative change to qualitative change, balanced growth with profitable growth
Dongfeng light commercial vehicle production and sales of 100,000 vehicles, is a quantitative change to a qualitative result.
At the beginning of its listing, “Dongfeng Motor†proposed a “three-year development cycle†strategic plan: During the first development cycle from 1999 to 2002, “Dongfeng Motor†completed the annual production and sales of 100,000 engines. Dongfeng Light Commercial Vehicle achieved an average annual growth rate of production and sales that was higher than the growth rate of the industry. The industry rankings ranked second from the sixth to the first, and achieved the first glory in the history of development. In the second development cycle from 2003 to 2005, Dongfeng Motors achieved the second 100,000 vehicles, that is, 100,000 light trucks.
As a vigorous and prosperous year in 2005, Dongfeng Motors focused on the three major campaigns of “sales promotion, efficiency improvement, and quality improvementâ€. Strengthen basic management internally and externally improve marketing quality.
Sales promotion battle highlights. Dongfeng light commercial vehicles produced and sold 10,743 units (including Zhengzhou Nissan) for the year. Among them, the Dongfeng Xiangfan wagon grew by nearly 60% year-on-year, and the passenger car chassis achieved a growth rate of 4.27% in the negative growth of the industry, and the growth rate was the first in six consecutive years. The production and sales of Dongfeng light-duty trucks suddenly took off and set off in the domestic light-duty truck market. A “Dongfeng King Kong†whirlwind; the new business Dongfeng pickup quickly grew, sales exceeded 2000 vehicles, an increase of nearly 4 times year-on-year, more than 100 vehicles exported overseas, becoming a dark horse of concern in the industry.
The effectiveness of the campaign has improved. In order to continuously increase the sales revenue of automobiles, the proportion of high-value-added products of Dongfeng Light Commercial Vehicles in the sales volume has increased. Based on this, starting from R&D, procurement, manufacturing, logistics, sales, etc., through technological cost-reduction and other scientific methods, Ensure the profitability of the entire Dongfeng light commercial vehicle.
The quality improvement battle is getting better. "Dongfeng Motor" has established a quality barrier from R&D and design to parts procurement to manufacturing and final assembly processes. The "quality awareness" and "strict and detailed" code of conduct are applied to each production process and each production line. Process. After one year of effective integration, a group of core suppliers with high integrity, good quality, excellent service, reasonable prices, strong technology development capabilities, and various management and “Dongfeng Auto†have emerged, a strong supply chain. The platform has been initially constructed.
When some domestic peer companies rely on price cuts to compete for "price butchers" to increase market share, "Dongfeng Motors" upholds corporate values ​​that are responsible for society, users, etc., looks to the future, and keeps pace with the times Marketing model, reduce marketing costs, build a sound business value chain. On the one hand, we focus on the development of forward-looking and market-oriented varieties, and through the use of new materials and technologies, we will minimize the cost of manufacturing and continue to increase the added value of the vehicle. This is also one of the weapon that Dongfeng light commercial vehicles are not afraid of “price warâ€.
While creating value for the company, Dongfeng light commercial vehicles are also creating value for users. The vehicle's safety, environmental protection, and energy-saving features save the cost and maintenance costs for the majority of users. In the actual use of a Dongfeng Doolika Congba in a year, compared with other similar products, it saved nearly RMB 100,000 due to fuel saving and reliable quality and less maintenance costs.
As a representative of domestic self-owned brands of light commercial vehicles, the Dongfeng light commercial vehicle variety series also developed from a single product line in 1999 (with an annual output of less than 20,000 units) to 1 to 4 tons including “Little Overlord†and “ Dolika, Jinba, King Kong, and Dongfeng Star have a large variety of models such as light commercial vehicles and wagons, MPVs, and SUVs, and have annual sales of over 100,000 vehicles.
Marketing innovation keeps pace with the times. With the deepening of cooperation in the marketing field, as well as the implementation of plans for the galaxy plan, network promotion, brand marketing, anti-competitive brand positioning, and upgrading of the horizon service, the online strategy of “Dongfeng Motor†to build the next big marketing is gradually taking shape.
Expansion of the camera, starting from the domestic market to the international market
In the past 6 years, Dongfeng Motor has built a production line for stamping, welding, painting and final assembly with the largest production capacity and highest modern technology content in China; from a well-developed product research and development institute to a technologically advanced engine production base and vehicle production base, and then The joint venture sales companies with innovative systems and mechanisms need to have a “value chainâ€.
This is due to the scientific planning and low-cost operation of "Dongfeng Motor." “Dongfeng Motorâ€, as a large-scale joint-stock company operating on the market, has a more scientific overall business plan. Medium and long-term business planning, product strategy, positioning, and layout are becoming clearer and more mature.
A clear long-term strategic goal is the foundation of the company's development.
Relying on the advantages of refinancing listed companies, "Dongfeng Motors" has carried out low-cost expansion in an orderly manner. Through its rolling development, it has completed production capacity of 15 to 200,000 vehicles. Through capital operation and merger and reorganization, it can complete production capacity of 100,000 to 150,000 vehicles. At the end of February 2004, after low-cost expansion, Changzhou Dongfeng Motor Co., Ltd. was established in the Yangtze River Delta, the most dynamic economic development region in China. The company has first-class automotive production lines and testing equipment, with an annual production capacity of 5-7 million high-quality light commercial vehicles. In October of this year, it acquired Zhengzhou Nissan, and “Dongfeng Motor†directly incorporated an imported brand with mature technology and an SUV with a certain market sales volume into the company’s subsidiary.
At the same time, 150,000 diesel engines that have reached Euro III emissions have been launched, which will form an unmatched core competitor in the near future.
While maintaining its position in the domestic market, Dongfeng Light Commercial Vehicles went abroad. The "Dongfeng Motors" in overseas business has shifted from "opportunistic" and "tradeable" exports to strategic exports. Established a reputable CKD assembly base in Pakistan, Malaysia, Egypt, Vietnam and other countries or regions. After obtaining export qualifications in 2003, 706 light trucks were exported that year. Breakthrough 1500 in 2004. Dongfeng light commercial vehicles have been exported to more than 20 countries and regions in Asia, Africa and Europe. A British merchant came here to admire the US$3 million to register the Dongfeng Light Commercial Vehicle at the site of use, and signed a cooperation agreement for a Dongfeng light commercial vehicle in Europe. In 2005, "Dongfeng Motor" achieved more than 3,800 exports and completed the annual target of 3,000 vehicles in advance. "Dongfeng Motors" will strive to achieve export volume of 5% to 10% of total domestic sales in 3 to 5 years.
In the autumn of 2005 at the Nanning-ASEAN Expo, the “Dongfeng Motors†took off: The company signed contracts with Ukraine, Malaysia, Thailand, etc. to purchase and sell 6,000 Dongfeng light commercial vehicles in 2006, and orders for 380 million yuan became ASEAN. The biggest deal in the fair.
It is one of the qualities of “Dongfeng Motor†that it is challenging to advance toward higher goals. Faced with the continued decline in domestic industry efficiency, the decline in the commercial vehicle market and the unfavorable factors such as the continuous increase in raw material prices, the Dongfeng Motors reviewed the current situation and proposed the target of challenging 130,000 vehicles in 2006 at the new annual business conference. Dongfeng light commercial vehicle products will be comprehensive. Update and upgrade, quality will once again be improved. In order to achieve the goals set for the New Year, "Dongfeng Motors" established a new measure of "double increase, double rise, and double drop." That is to increase revenue, increase revenue; save management costs, save manufacturing costs; procurement to reduce costs, technology to reduce costs. Marketing strategy, the main brand agents, so that each brand continues to grow; re-planning the export countries, adjust the export mode, from the KD exports to export vehicle exports; the "small bully", "Dolica" and other cab Change of type and comprehensive technology upgrades.
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