Why did the Yaxing Mercedes-Benz project, which was hailed as a strong alliance a few years ago, fail?

The main reason is that the principle of localization has not been implemented, and the conflict between Chinese and foreign management has led to the collapse of this promising company.

Mercedes-Benz brought the bus used in the Brazilian market to China, the chassis of the bus is still changed from the truck, and the engine does not meet the needs of the Chinese market. Moreover, there were problems in quality control, and more than one million buses had many failures such as broken steel plates, generators that could not catch fire, and even bad incidents of broken engine crankshafts, and the reputation was broken all of a sudden.

Word of mouth is very important in doing business in China, and if a batch is broken, it is very difficult to rely on it to turn over. The best way to do this is to introduce new products and re-impress consumers with quality.

However, Mercedes-Benz, as a giant in the global auto market, did not listen to the voice of customers when it came to China, and arrogantly applied foreign experience to China. Abroad is what Mercedes-Benz produces, what customers choose. When I came to China, it was actually a customer's order production, which was completely unacceptable. As a result, the market has not been opened, and the cold Mercedes-Benz can only sit on the wall and watch.

In addition, in the joint venture, the interests of the foreign party are too safeguarded, and the joint venture is not regarded as the first priority. As a result, the management of both Chinese and foreign sides is infighting, and the employees below are at a loss.

When Volvo, Kesbauer, Neoplan and other joint venture brand buses conquered the market with excellent performance, Mercedes-Benz still stubbornly refused to introduce the latest products. After many years of joint venture, Yaxing Mercedes-Benz has relied on a bus from Brazil to win the world, and the half-dead status quo is also to blame.

Zhonghua Group has entered Yaxing, and Mercedes-Benz has indeed generated some interest.

However, Mercedes-Benz is now very unhappy with Chrysler's integration, and in China it has focused on the Shouqi Mercedes-Benz passenger car project, which is really difficult to accept the oil bottle of Yaxing Mercedes-Benz.

Originally, the Yangling Municipal Government tried its best to keep Mercedes-Benz and did not want the Yaxing Mercedes-Benz joint venture to be dissolved, after all, the other party was a well-known Mercedes-Benz!

But now the Zhonghua Group has come in, and the domestic bus market is now its own brand to play the joint venture brand is retreating, "one pass three dragons" are independent bus enterprises, and the local government is no longer superstitious Mercedes-Benz this international signboard.

In addition, the Zhonghua Group did not hold on to Ben too much, and even the opportunity to negotiate was only a formality.

Therefore, the tripartite cooperation between Mercedes-Benz, Zhonghua and Yaxing that the outside world expected did not appear, and Mercedes-Benz finally dropped 10 million and 1 euros to give 50% of the equity of the joint venture company back to Yaxing, patted his ass and left.

Since then, Yaxing Mercedes-Benz has become a burning star in the history of Chinese automobiles.

Why didn't Han Hao try his best to keep Mercedes-Benz?

This has to start with the involvement of another partner, BMW, who does not want the Zhonghua Group to get too close to Mercedes-Benz. In addition, the performance of Mercedes-Benz commercial vehicles in the Chinese market is too poor, Han Hao is too lazy to have too much intersection with them, and finds an extra mother-in-law for himself. Moreover, the 10 million euros left by Mercedes-Benz can be used to lay off redundant employees, saving a lot of expenses for Zhonghua Group.

Once Yaxing Mercedes-Benz and Yaxing Bus merge, it can form a new Yaxing company with a production scale of 25,000 vehicles, a chassis scale of 30,000 units, and more than 4,000 employees.

In the end, Zhonghua Group became the owner of New Asia Star Group, invested 220 million in cash, and promised to invest at least 1 billion yuan in the next five years, becoming the majority shareholder of 67% of New Asia Star Group.

The number of employees of 4,000 people has been reduced to just over 2,500, and Mercedes-Benz has helped to pay a large part of the severance expenses, and 10 million euros is just the right thing to use.

After the acquisition of Zhonghua Group, the name of the new company was changed to "Huaxia Yaxing", which reflects the imprint of Zhonghua Group. Of course, all the debts of the new Yaxing company are borne independently by Huaxia Yaxing Company.

If it weren't for the suspension of ST Yaxing, it is estimated that the stock price should be able to take off now.

Zhonghua Group's entry into the bus market, for the existing leader "one pass three dragons", it is impossible to have a sense of threat, but they are not too flustered, after all, Zhonghua Group is not omnipotent, in light passenger and agricultural vehicles have suffered defeat.

"We can beat international brands such as Volvo and Mercedes-Benz, and naturally we will not be afraid of Zhonghua Group. As newcomers to the bus industry, they may have a set of skills in the passenger car market, but in the bus market, where the rules of the game are completely different, their experience is completely useless.

Yutong already occupies the leading position in the market, as long as we do our duty, no one can snatch this position! Even if Han Hao is here, I have the confidence to dare to say such things to him!"

Yutong Bus completed the MBO transformation two years ago, and is now a private joint-stock enterprise, also listed on the A-share market, the company's CEO Tang Yuxiang said at a high-level meeting.

As an old man who has been immersed in the bus industry for many years, he has his own understanding of China's bus industry, and he will not see the hope of Huaxia Yaxing catching up for at least three years.

The same meeting also took place at the Golden Dragon Company, and they also held a closed-door meeting on the entry of the Zhonghua Group.

"The most frightening thing about Zhonghua Group is their outstanding R&D capabilities, but I don't know if they can replicate this ability in the bus industry. Although they are inexperienced and it will be difficult to catch up with us in a short period of time, they are always a formidable opponent. ”

Here's what one executive thought.

"The order-based production method is popular in the bus industry, especially the relationship with customers is very important. Even if the quality of Huaxia Yaxing catches up, as long as we maintain customer relationships, they will not find the trick to enter. Unlike cars, the people who have the right to make the purchase decision in the passenger car industry are usually not the people who ride it! As long as the relationship is in place, everything is easy to do. ”

There is a saying in the bus industry that 10% of the price of a car should be used to dredge the relationship. The bus market is so big, less than 100,000 units per year, and the relationship has been fixed.

So another executive didn't pay much attention to Chunghwa Group.

......

In short, although the media shouted "the wolf is coming", the bus industry is cold to the China Group, in the end this newcomer is a mule or a horse, and you have to see the real chapter in the market.

After jumping out of the second automobile, Wei Changhui felt that he had been running on all fronts of the China Group, and there was almost no time to rest. As an assistant who was focused on training by Ling Yunzhi, he squeezed his potential and completed many projects excellently.

He was in the new production line of the Dinghai Al-Qaida organization in Dinghai City, and was recalled to Jiangzhou by Han Hao.

"What? Let me be the general manager of Huaxia Yaxing?"

Hearing this appointment, Wei Changhui couldn't believe it.

I have been developing in the field of passenger cars, and now I suddenly want to parachute into the field of commercial vehicles, and I have to go to the troubled Huaxia Yaxing Company.

"What's the matter? I gave you the opportunity to take the lead alone, and you are still not happy? Do you dare, or are you not satisfied?"

Huaxia Yaxing is indeed a heavy burden, and it needs a strong man to shoulder it, and Han Hao chose Wei Changhui as the target.

This young Zhuang faction, after years of training, has the ability to take charge on its own. In addition, he often plays cards out of common sense, which is just right to stir up a pool of stagnant water in the field of passenger cars.

The pattern of the bus industry has not changed for many years, and new people and new forces are needed to change it.

"It's not that it's just that it feels too sudden. Gotta give me some time to digest it. ”

Wei Changhui scratched his head and said to Han Hao with a smile.

Now he has been following Ling Yunzhi to assist in the work, and many things are implemented by the other party. Once you come to Huaxia Yaxing, you have to face all the pressure by yourself and feel the state of the leader. He felt like a cow, and Han Hao was desperately whipping himself with a whip behind him, forcing himself to plow one field after another.

"To be honest, I have a brief understanding of the bus industry and found that the water is very deep. Just like the small-scale peasant economy, intensive cultivation is incompatible with the current era of large industry, and the annual output of foreign bus companies is more than a few thousand. In the past, sometimes I didn't know where to start. ”

Wei Changhui did not hide his true thoughts and complained.

"It's okay to really go in the past, you have to match me with all the men and horses, and kill them to beat them to the bottom of the blood. ”

The boss's words have been spoken, and it is estimated that it is not up to him to decide whether to go or not, so he took the opportunity to ask for more support.

"The first group of people is you and Jian Bing, he is your deputy, in charge of marketing. ”

Unexpectedly, Han Hao gave him a surprise, and the support was pitiful.

"During the War to Resist US Aggression and Aid Korea, the Volunteer Army fought the pinnacle battle of light infantry. Why did the soldiers in the original national army who had been defeated for thousands of miles change their leaders, and they were able to fight to the death with the United Nations army without retreating, and played the prestige of Chinese soldiers!

This is a book written by one of my elders, and I will give it to you for your reference, and think about how to be a good general manager over there. ”

As soon as the words fell, Han Hao took out a new book from the drawer and handed it to Wei Changhui. The cover is printed with the book "Hu Yiming", which is a new work by Han Hao's mentor.

"Thank you, I won't come back if I don't mix well!"

Wei Changhui waved his hand, and went to Yangling City with Jian Bing to take office.

As soon as he arrived at Huaxia Yaxing, Wei Changhui lit a few fires.

The first is to engage in competition for all cadres within the group, and the capable will be promoted to the mediocre, and the original personnel will be reshuffled. In addition, the average salary increase for in-service employees is 30%, especially the salary increase for technical personnel, which greatly buys people's hearts.

Second, organize a debt settlement team to recover the arrears, and cut all non-automobile-related businesses with a big knife.

Third, sort out the distribution network, all changed to a direct sales model, open up customer links, and re-open up the market.

Fourth, set up a bus research and development center, relying on Yangling diesel engine factory to tackle key problems in bus engines, and strive to master the core technology of buses.

Fifth, realize the reengineering of the production process, and further integrate supplier resources to improve bargaining power.

However, these moves can only restore the vitality of Huaxia Yaxing, but if you want to make a breakthrough in the market, there is still a lack of entry.

In the face of the four major areas of passenger transport, public transportation, tourism and team, which aspect should Huaxia Yaxing choose to focus on?