The leading domestic car enterprises three major strategies for transformation breakout


With the slowdown of the growth rate of the Chinese auto market, the increasingly fierce competition of foreign brands, and the inflexibility of new technologies, Chinese auto companies have successively begun the path of transformation and development. At the China Automotive Forum held on April 22, the strategic deployment of leading auto makers such as FAW, SAIC, Dongfeng and Beiqi all surfaced. On the whole, making new energy vehicles, improving the industrial chain layout, and expanding independent brands has become the core strategy for the transformation of China's large-scale automobile groups.

Comprehensive attack to speed up the layout of new energy vehicles
Feng Xingya, deputy general manager of GAC Group, told reporters that since 2011, the growth rate of China's auto market has slowed down, and the period of rapid development has entered the initial stage of popularization; at the same time, the contradictions between the relative energy, resources and environment of the auto industry have become increasingly prominent. , Forced car companies have to transform and upgrade.

"In 2013, GAC Group achieved the first-ever sales of automobiles and motorcycles that exceeded double the number of automobiles by more than 40% year-on-year, and for the first time became one of the "Fortune" Global Top 500 companies. However, it is also experiencing increasing pressure on the way forward." Feng Xingya revealed that the company At present, research and development of 14 complete vehicles and 7 powertrain projects are underway, covering passenger vehicles, commercial vehicles, and key components. “In 2014, GAC Group will continue to expand and deepen its joint ventures and cooperation, expand its product lines, increase its joint research and development level, and accelerate the development of large-scale specialization.”

Feng Xingya said that at present, Guangzhou Automobile has 60 models of passenger cars and commercial vehicles including pure electric vehicles, extensions, plug-in vehicles, and hybrid vehicles entering the demonstration directory of the Ministry of Industry and Information Technology. From 2010 to 2013, GAC has delivered to Guangzhou City successively. There are more than 2,000 demonstration vehicles for various types of energy-saving and new energy. In the future, GAC will deploy R&D in accordance with the principle of “hybrid and plug-in vehicle models, with pure electric vehicles as the main strategic orientation, and other new energy vehicles continuing to follow”. It will focus on breakthroughs in key and platform technologies and distribution to achieve industrialization.

In addition to the GAC Group, new energy vehicles have become a “necessary weapon” for all leading car companies to upgrade and upgrade. “Following the successive release of the blue road strategy, the Hongqi brand and the service brand, FAW Group released a new energy vehicle strategic plan on April 20, clarified the ideas, goals and measures for industrialization development, and made every effort to create new safety, environmental protection, and intelligence. Energy Automobile's excellent brand.” The responsible person of FAW Group introduced the reporter.

According to the source, FAW Group has already established a complete new energy system structure with a total of 1,200 people. At the same time, it has formulated more than 500 design specifications for the development of new energy vehicles and key assembly product development processes as well as supporting process operations. There are more than 300 verification criteria. In terms of core technology development, FAW Group has also solved 261 technical difficulties and established an experimental and pilot base for advanced vehicles, electric motors, batteries, electrical and electronic control systems for new energy vehicles at the international level. Currently, the Group has produced new energy automotive products such as Oulang EV. In the future, FAW Group will actively promote the development of new energy vehicles in scale, industrialization and commercialization.

At the same time, the reporter learned that FAW Group will adopt the “three-step approach” to achieve the goal of becoming a leader in new energy vehicles: By 2016, it will initially form the industrialization capability of motors and battery systems and complete commercial development of key models; by 2018 , To realize the scale and industrialization of new energy products, and to support the realization of the four-phase fuel limit target of the company; by 2020, complete the preparation for new energy industrialization of the entire series of models, with the capacity for batch release, and occupy more than 15% of the market share in the country, becoming China's leader in new energy vehicles.

In addition, Beijing New Energy Automotive Co., Ltd., a subsidiary of BAIC Group, was also officially listed on the other day. BYD's energy storage system has also recently received the world’s first CSA certification. A number of auto companies are not only confident in the new energy automotive industry, but also in terms of operation. Accelerated the layout situation.

Before and after the extension of the industrial chain by doing large-scale <br> <br> addition to hot new energy vehicles, extending upstream and downstream industry chain, has become the leading car prices favorite means of transformation.

The establishment of a parts platform is an important part of BAIC's group strategy. In recent years, Beiqi has successively acquired Hainachuan and Innafar, but Han Yonggui, deputy general manager of BAIC Group, still said that BAIC Group will continue to build a complete industrial chain and achieve coordinated development of the entire vehicle and parts.

“In terms of building a complete industrial chain, BAIC's development strategy is mainly reflected in three aspects: Grouping and marketization are progressing at the same time, with a balanced development of outgrowth and content growth, and a coordinated development of localization and nationalization. BAIC will make full use of the industry. The development of the polymerization of the chain and the zero-collaboration will drive the Group's business to the next level,” said Han Yonggui.

Feng Xingya, deputy general manager of GAC Group, analyzed that car companies are not only pointing to the front-end components in improving the industrial chain layout. In fact, the profitability and growth space of the automobile industry chain are gradually shifting to the service sector. Therefore, the development of new businesses is actively pursued. The development of the Blue Ocean and the integration of advanced manufacturing and modern service industries will become the future direction of GAC Group. "Guangzhou Automobile Group will actively develop high-end service industry and strive to build a complete automotive industry chain."

Taking the Group's international development as an example, in the future, the internationalization of GAC will include products, investment, and financing. It will strive to realize the scale of overseas sales, the globalization of resource integration, and the internationalization of capital operations. "In the future, pure vehicle manufacturing will not be the only part of GAC. Related upstream and downstream industries will contribute to the profits of GAC Group." Feng Xingya told the China Securities Journal.

In addition to extending upstream and downstream, horizontal M&A has also become an effective path for auto companies to become bigger and stronger. Dongfeng Motor injected 800 million euros into PSA at the end of March this year, and became the largest shareholder of PSA with the French government and the sign family. The two parties stated that they will accelerate the development of the joint venture company Shenlong Automobile in Wuhan, increase its production and sales scale, and achieve an annual production and sales target of 1.5 million vehicles by 2020.

Innovation is expected to continue making its own brand <br> <br> Liu Bo, vice president of Changan Automobile Group, said China's own brand cars in recent years, always in a state of competition in advance. “Chinese car companies are making progress in their technologies and their capabilities are growing.” According to Liu Bo, taking car R&D as an example, Chinese car companies are realizing development from car structure to performance development, to quality development, and ultimately to platform development to achieve economies of scale. Transition.

However, at the same time as the front line, the pressure of Chinese auto makers' own-brand models has also increased. “Chinese brands have a big gap with multinational brands in terms of overall scale. Although there are a large number of Chinese brand models, there are few best-selling models and the profitability is still far weaker than that of joint venture brands. Overall, international capital accounts for 40% of the input. % of the market share and 70% of the market profits, China's own brand is still difficult to reach."

According to Liu Bo, in the next 5 to 10 years, it is still the golden period for the development of Chinese brand cars and also the last opportunity for development. Only vigorously developing independent innovation and improving core competitiveness can create a world-class automotive company. “Chang'an Group will intensify the concept of efficiency doubling and value creation, and will increase efficiency by 50% in 3 years. At the same time, in the future, we must make energy-saving, security, market, and intelligence a leading technology label for products,” said Liu Bo.

In terms of self-owned brands, Dongyang, Secretary-General of China Automobile Association, praised the Guangzhou Automobile Group's Chuanqi model as a "miracle." According to Feng Xingya’s introduction, Chuanxi achieved sales and sales of 85,000 vehicles in 2013, an increase of over 150% year-on-year, and a profit of RMB 250 million. “This has become the first independent brand in China to achieve profitability within three years of operation. It is expected that GAC will initially establish a three-footed development pattern for the three major vehicle series of autonomous, Japanese, and European and American.”

For the future deployment, GAC Group stated that it will fully promote the construction of “grand autonomy”, adhere to market orientation, support innovation, and drive products to realize the integration and differentiation of independent brands. "The Group will also take action in its efforts to enhance independent innovation and build its own core competitiveness."

For the development of independent brands, GAC Group proposes to design a special fund at the national level to provide certain financial support for the core technologies of automobiles and innovation of key components, and at the same time guide financial institutions to increase credit and financing support for the development and export of self-owned brands.

Dongfeng Motor will also lay emphasis on autonomous passenger vehicles. Li Yong, director of the company's strategic planning department, analyzed with the China Securities Journal reporter that over the past 40 years, Dongfeng Commercial Vehicles has been leading the market and developed representative products such as Dongfeng 140. However, due to the lack of growth in the demand for commercial vehicle Commercial vehicle sales growth is slow. The development of independent passenger vehicles of the company is relatively late. Although there are certain advantages in the field of MPV and joint venture autonomy, the Dongfeng brand cars and SUV still need to be strengthened. "Dongfeng Motor's 12th Five-Year Plan aims to increase its sales volume to 5 million units. By accelerating the pace of independent development, Dongfeng Motor is committed to building the strongest, world-class automotive manufacturers in China."



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