Chapter 173: A Strong Enemy Strikes
More than half a year has passed unconsciously, and China's auto market is still hot, but the concentration is higher, and the market share is occupied by Zhonghua Group and joint venture brands. The two sides have formed a clear sphere of influence, and most of the market below 150,000 yuan is occupied by the independent brand of Zhonghua Group. Above 150,000 yuan, it was divided by the joint venture brand.
Of course, Zhonghua Group has already broken through the ceiling of 150,000 yuan of domestic cars, and has fought back and forth with joint venture brands in the 200,000 range with the mid-level sedan "Han", the large SUV "Tiefutu" and new energy configuration vehicles.
The first thing affected by the chaos between the two sides is other domestic independent brands, whose already small market share has been further eroded, and it can be said that it is at a precarious moment.
In such a context, "seeking change" has become a major helpless move to break the situation.
Today's domestic auto companies, except for the giant Zhonghua Group, which occupies the position of the boss, the remaining seats are basically clear, and there have been no major changes in recent years.
The second is SAIC, which won the top two joint venture sales in China by virtue of the two joint venture brands of SAIC-Volkswagen and SAIC-GM. In addition, with the rapid development of SAIC Wuling and SAIC Roewe, it has run to the forefront among independent brands. Last year's sales exceeded 3.05 million units, of which joint venture brands accounted for 2.6 million units, which can be said to have made a lot of money in the mid-to-high-end market.
The third runner-up is the second automobile, which has the largest joint venture brand enterprises in China, that is, Dongfeng Group. Dongfeng Honda, Dongfeng Nissan, Dongfeng Peugeot, Dongfeng Citroen, Dongfeng Yueda Kia, Dongfeng Luxgen and other joint venture brands all made a move, plus the independent brand Dongfeng Commercial Vehicle, to achieve the sales target of 2.32 million units.
As for the eldest son of the republic, FAW was unwilling to rank fourth, and they watched Zhonghua Group, SAIC, and Dongfeng surpass themselves year by year, and pulled a big distance away. FAW, which owns several well-known brands such as FAW-Volkswagen, FAW Audi, FAW Toyota, FAW Mazda, FAW Hongqi and FAW Jiefang, only has a good deck of cards but bad card skills, and cannot compete with the top three peers. Hongqi, the glory of domestic automobiles, has gradually declined, and it cannot find accurate market positioning, and it is gradually forgotten. However, after hard work, they still managed to sell 2.05 million cars, and they lived quickly.
The fifth place is the newly rising Changan Group, with the development of Changan Ford's joint venture brand, as well as the basic market of Changan Suzuki and Changan Mazda, coupled with the layout of its own brand Changan Automobile in economic cars, they have formed a new force that cannot be ignored in China. The 1.67 million cars sold were their report card last year, which is a certain improvement compared to their previous years.
The sixth and seventh places were occupied by BAIC and GAC, respectively, and the two companies were mainly joint venture brands, with sales of 1.18 million and 800,000 units, respectively.
It can be said that after Tianqi Group was merged by FAW, the original position among the "three smalls" of its state-owned automobile group was replaced by GAC, forming a new pattern of "three major and three small".
Under the leadership of the big brother "one super" of Zhonghua Group, together with the "three big and three small", they have jointly built the automobile pattern of the Chinese market, and their sales have reached 15.57 million units, accounting for 83.7% of the total sales of 18.6 million units in the country, which can be described as the absolute main force.
If the bottom three of the top 10 Chery Automobile, Great Wall Motor, and JAC Automobile are added to the table, the figure can be increased by a total of 900,000 units. This shows that the sales figures of the top 10 automobiles in the country account for 88% of the total, basically sweeping the mainstream automobile enterprises in the country, and the trend of automobile monopoly concentration is further obvious.
Although the figures seem to be acceptable, the year-on-year growth rate is not satisfactory when it comes to it. Compared with the 50% growth rate of Zhonghua Group, the "three big and three small" have maintained a single-digit growth rate, which is a head lower than the overall growth rate of China's auto market.
What does this mean?
It shows that most of the dividends of China's auto market have been eaten by Zhonghua Group, and other manufacturers can only drink a little soup.
In particular, Zhonghua Group has a strong accumulation of technology, becoming the only comprehensive automobile group among its own brands that can wrestle with international brands, overseas sales are further expanding, the trend of monopolizing independent brands in the domestic market is becoming more and more obvious, and the ranking of the world's fourth largest automobile company has proved that it has truly become an international giant.
According to the performance of the first half of 2011, the leading edge of Zhonghua Group is further expanding, and their share of total domestic automobile sales has risen to 30%, and they are constantly eating away at the market share of other independent brands.
Market competition cannot be forced to intervene by administrative means, and consumers pay money to vote with their feet, which is an act that the government cannot interfere with, and this is a rule that China must abide by when taking the road of market economy.
The rapid rise of the Chung Hwa Group is a mixed blessing for the government.
The good news is that China's automobile industry has finally produced an international leading enterprise, mastered various core technologies, achieved the important task of revitalizing China's automobiles, and driven the development of a large number of supporting enterprises. Even if foreign auto giants enter China one after another, there is no need to worry about the extinction of China's independent auto industry.
The worry is that if we sit back and watch the Zhonghua Group further expand, then the domestic independent brand will face the catastrophe of extinction, and it can only be reduced to the foundry of the joint venture brand in China in the future. The "three big and three small" state-owned automobile groups are the leading industrial representatives established by the state at a huge cost, and they place their hopes on the revitalization of the automobile industry. If they are defeated by the Chinese group one by one, and the national team cannot defeat the non-governmental guerrillas, it will become a big joke.
Therefore, in order to enhance the competitiveness of China's automobile industry, but also to better participate in international competition. Under the joint planning of the National Development and Reform Commission and the Central State-owned Assets Supervision and Administration Commission, a shocking plan was released.
Under the basis of the market economy, we are ready to use administrative means to guide and operate in a market-oriented mode to form a national team in China's automobile industry - "China Automobile Group"!
However, all companies with the word "China" are not allowed to be used by private enterprises and foreign capital, and only central enterprises directly under the central government can enjoy such treatment.
When Han Hao got the registered trademark "Zhonghua", he still took advantage of the loophole in the early years and formed the established historical factual basis, otherwise the word "Zhonghua" would never have been applied.
If "Zhonghua Group" can be replaced with "China Automobile Group", then Han Hao will definitely be willing, it sounds a lot taller.
As for the formation of the "China Automobile Group", of course, it does not include private enterprises such as the Zhonghua Group, but is preparing to merge and be born in the "three large and three small" state-owned automobile groups.
Among the "three major and three small", SAIC is the strongest, but it is a state-owned enterprise in Hujiang City; in the same situation, BAIC and GAC are also local state-owned enterprises in the capital and Guangfu City, and they do not belong to the sequence of central enterprises in terms of ownership. You must know that these three local automobile companies are one of the main sources of financial revenue for the local government, even if they are not enough, they can live with their unique skills, and they will definitely not let go easily.
Then only FAW, Dongfeng and Chang'an are left, and these "two big and one small" are all large central enterprises directly under the Central State-owned Assets Supervision and Administration Commission, in other words, they all belong to the same mother.
Ideally, under the operation of the Central State-owned Assets Supervision and Administration Commission, the three companies can be merged together by means of administrative allocation to form a new and unified super-large automobile group, which is the so-called "China Automotive Group".
Think about it, FAW, Dongfeng and Changan together, the total sales in 2010 will reach 6.04 million vehicles, greatly exceeding the 4.5 million domestic sales of Zhonghua Group, becoming the first in China.
If the three are united, Volkswagen, Audi, Ford, Toyota, Honda, Nissan, Mazda, Peugeot, Citroen, Kia, Suzuki and other internationally renowned brands will become relatives and form a super terrifying joint venture lineup. The three merged "Chinese auto groups" have enough strength to extend an olive branch to Mercedes-Benz, BMW, and General Motors, which currently have only one passenger car joint venture partner in China, and to include them in the bag, so that all the international auto giants can be wiped out.
What's more, the formation of the national team of China's automobile industry can concentrate on the three forces to overcome the technical shortcomings of its own brands, and at the same time have the ability to compete with the giant of Zhonghua Group, so as to achieve corner overtaking to reach the level of international competition.
If the three merged "China Automobile Group" are well integrated and achieve certain results, it is not excluded that in the future, the three remaining "three big and three small" enterprises like SAIC, BAIC and GAC will join in, so as to truly form a super war ship of the national team.
In this way, China's automobile industry will form two major automobile giants, one public and one private, and the "China Automobile Group" and the China Group will fight side by side, which is enough to stand proudly on the world's automobile map.
Of course, this is a very idealistic assumption, after all, the integration of state-owned enterprises is difficult, and it will not be just like a stack of bricks.
FAW, Dongfeng and Changan, the three major state-owned automobile groups, overlap in many models and have unique cultures of management among each other, and it is no less difficult to integrate them than to climb Mount Everest.
If the number is piled up and the resources are not effectively integrated to form a complementary resource, it can only be a fat man in form, big but not strong, and unable to be competitive in the market.
Of course, the SASAC has taken this into account, and they intend to use 5 to 10 years to move forward with this process, and there is already a real-life success story to learn from.
The "Renault-Nissan" alliance, a super international enterprise combining French and Japanese automobile companies, formed a resource sharing after the alliance, and soon both got out of the quagmire, and now it has become the de facto third largest automobile giant in the world, generating a very good reputation.
Therefore, FAW, Dongfeng and Changan did not directly regroup into a large automobile group, but adopted an alliance to cooperate under the independence of their respective brands. Through the sharing of technology, resources and platforms after cooperation, and the internal flow of talents, the core technological innovation capability can be maximized, which is also the purpose of the SASAC to form an alliance with FAW, Dongfeng and Chang'an.
After the three companies are gradually integrated and unified through the alliance, the real "China Automotive Group" will also emerge.
In other words, Chunghwa Group will soon usher in an unprecedented super-strong competitor.