How can I get the coquettish in the new joint venture era

This year, my country has officially canceled the restrictions on the foreign -funded stocks of passenger cars. In the past 30 years, joint venture car companies have brought advanced technology and management experience to the Chinese market to help Chinese passenger cars grow rapidly; at the same time, joint venture car companies, joint venture car companies It has also gained huge dividends in the rapid development of the Chinese market, and has continuously increased investment scale and intensity. The joint venture cooperation of Chinese cars has achieved the result of a win -win situation, and it has changed from a large to strong in the Chinese automobile industry, laying a solid foundation.

When the car joint venture cooperation is fully liberalized, summarizing and drawing on the valuable experience of more than 30 years of previous more than 30 years is of great significance for the new joint venture era that has arrived. For example, how to quickly respond to the wave of "electrification, intelligence, and connecting the new fourization of the Internet"; how to examine and evaluate the relationship between independent car brands that are continuously rising; Positioning ... These topics are worth discussing one by one.

Joint venture and cooperation allows Chinese cars to enter the "Expressway"

The truly milestone joint venture cooperation in the Chinese automobile industry is that in 1984, the two Chinese and foreign vehicle joint venture -Beijing Jeep and Shanghai Volkswagen have been established and officially put into operation, marking the development stage of China's automobile industry to enter the development stage of joint venture cooperation. Essence

In 1985, the state approved the Guangzhou Peugeot joint venture project. In 1986, China and Japan signed a Shari sedan license transfer contract. In August 1989, the Audi sedan was offline in FAW. In February 1991, FAW -Volkswagen was established in Changchun. The following year, Citroen ZX Fukang brand car went offline. At this point, the "three major" and "three small" sedan projects in China were completed at that time.

In January 1991, the National Automobile Work Conference was held in Shanghai, and proposed the work goal of "focusing on development on the car". In 1994, the State Council issued the "Automotive Industry Industry Policy". Later, in the mid -to -late 1990s, major automobile companies in the world entered the Chinese automotive market, and each established a joint venture automobile company under the framework of industrial policies.

It is worth mentioning that the original concept of "joint venture" was the General Motor Company, but unfortunately, the board of directors of General Motors at that time rejected the "intention to engage in joint venture with China" proposed by then chairman Murphy. GM missed this historical opportunity. However, fortunately, GM and SAIC Group established SAIC GM Co., Ltd. in 1997. Before the "millennium", before entering the WTO in China, they even rushed to the "car entered the family" blowout. Before the period, a strategic layout was realized. At the same time, the joint venture of automobiles has also entered the era of all flowers and full competition.

Talking about the significance of joint ventures and cooperation, although there are still certain controversy before, it is beyond doubt about the value of supply chain system training and talent team building. After the establishment of the joint venture company, the first is the introduction of parts supporting and domestic production. The domestic production rate of parts and components has increased step by step. As a result, the development of China's parts industry has been incubated and cultivated. The industrial chain has begun to form and expand.

In addition, the inspiration, experience and management technology, and the construction of high -standard enterprise systems have been well cultivated by Chinese personnel in the process of research and development, production and sales. For example, SAIC and GM established the Pan -Asian Automobile Technology R & D Center, which was born on the same day as SAIC GM, as the first domestic and foreign joint venture R & D centers. It has given Chinese cars to cultivate a large number of automotive technology talents.

How to avoid harm of multi -brand strategy

Among the many car joint ventures, SAIC -GM has distinctive characteristics. In 2005, with the advent of Chevrolet, SAICS became the only joint venture in China at that time, including the three major brands of Buick, Chevrolet, and Cadillac in their respective segmentation The market began to siege. In 2006, the Saab brand joined it again, increasing Shangqi GM to four brands. Multi -brand strategy obviously helped SAIC GM to quickly ask the sales champion in 2007.

However, there are certain disadvantages of multi -brand strategy. It has led to the slower update speed of SAIC -GM brand models and aging models, which are reflected in the market. In 2008, except for Buick Cyacham and Chevrolet, Shanghai GM has no longer models in fineness. The distribution market can be ranked among the top three, and these two models were launched in 2003 and 2005, respectively. Facing the situation in 2008, SAIC GM proposed a second entrepreneurial concept, and after the new generation of models went public, they regained the market first.

It can be said that multi -brand strategy is like a double -edged sword, especially in the context of China's automobile consumption upgrade in recent years. It will be a big challenge to further promote the high -end brand and how to coordinate its three brands. At present, in the layout of the production base, SAIC GM has achieved the optimization layout of national resources. It has four major production bases: Pudong Jinqiao, Yantai Dongyue, Shenyang Beisheng and Wuhan Branch. The core of contracting green responsibilities, driving upstream and downstream to create a green industry ecosystem to achieve the harmonious and sustainable development of enterprises itself, enterprises and industries, enterprises and the environment.

In terms of research and development, the Pan -Asian Automobile Technology Center established on the same day as SAIC -GM is worth mentioning. It is the first domestic and foreign joint venture automobile research and development center. center. At present, 1 Pan -Asian, 2 parks, 3 sub -centers, and 4 test bases have the overall business strategic layout. Pan Ya adheres to the development of local and global product development. After 25 years of development, from the four core capabilities of the initial joint venture, the entire process of future design, vehicle and driving system development capabilities have been formed. And the development of more than ten concept cars such as Cadillac and more than ten concept cars. In 2021, with the succession of the Pan -Asian New Energy Pilot Building, the Guangde Battery Safety Laboratory, and the Outon Super Factory, SAIC GM has already possessed from technical research and development, test verification, manufacturing to local procurement full links. New energy complete system capabilities are second to none among domestic OEMs.

Embrace electrification and intelligence to the new line

According to data released by the China Automobile Association, in 2021, the luxury car market sold a total of 3.472 million units, an increase of 20.7%year -on -year, which was 14.2 percentage points higher than the overall passenger vehicle growth rate. Show strong strength and possibilities in transformation and upgrading. In 2021, my country's independent brand passenger cars sold a total of 9.543 million units, an increase of 23.1%year -on -year. The market share increased by 6.0 percentage points to 44.4%from the same period last year, close to the best level in history.

The most embarrassing is the joint venture brand sandwiched between the two, and its overall market is shrinking and differentiation. Even if the top three top FAW-Volkswagen, SAIC Volkswagen, and SAIC-GAC, the sales volume of 2021 also showed a certain decline. In the era of competition in the stock market, mainstream joint venture brands are facing the upper and lower squeezing and downward pressure of luxury brands and independent brands. To deal with the wave of electricization and intelligence that swept the world, the pressure is huge and the time is urgent. In fact, many companies have realized this, and they have begun to take medicine and strive to break the bottlenecks of development.

Faced with the stock competition, SAIC GM has once again opened the brand's upward road, accelerated the embracing the change of the times, and changed its three major brands in the three aspects of brand, products, technology, and services, covering the three major brands of Tyke, Chevrolet, Cadillac. 2021 also stated that by 2025, SAIC -GM will invest more than 50 billion yuan in the new technology field of electrification and intelligent networking. At present, SAIC -GM is accelerating the introduction of GM's new Oton electric vehicle platform. By 2025, a total of more than 10 domestic new energy vehicles built on the Outon platform, cars, SUVs and luxury SUVs such as cars, SUVs and luxury SUVs. The Ultium (Oton) platform created by its heavy money is the cornerstone of General Motor's comprehensive electrification, which realizes the domestic procurement of the Outon platform model and the localization of more than 95%of the components.

According to the plan, the Buick brand of SAIC-GM will launch 12 new models in China between 2022 and 2025, including 5 new generation of electric vehicles, of which more than 200,000 yuan accounts for nearly 95%. Brand Avia models, high -end markets; Chevrolet brands have upgraded products from the aspects of power, interior, and Zhilian Technology, and have launched Cool RS. In the next five years, Chevrolet will introduce 20 heavy new cars worldwide to the world. Including new energy models based on GM's new -generation VIP intelligent electronic architecture and Ultium Outon electric vehicle platform; Cadillac will recently listed on a large -scale large SUV Lyriq Rui song on luxury pure electricity. The first Outon model in China -luxury pure electric medium SUV Cadillac Lyriq Rui Ge has officially opened Dading. It is expected to start from late September 2022 to early October. deliver.

However, it is worthwhile that in 2021, the top ten new energy vehicles in the world have six models, which further illustrates the challenges facing joint ventures on the road of electrification. Not only that, since 2015, my country's new energy vehicle production and sales have ranked first in the world for 7 consecutive years, and they are still developing at high speed. The China Automobile Industry Association is expected to maintain the growth rate of China's electric vehicle production and sales in the next five years. In 2025, the proportion of new vehicles of electric models will exceed 20%. In the increasingly fierce competition pattern, how will SAIC -GM will break through the siege?

The answer may be announced in the future.

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